Back in February, publishing articles on LinkedIn was the hot topic. LinkedIn had finally opened up their publishing platform to all users, which would help them showcase content and improve their credibility. Unfortunately, many are still having trouble making this option really work and getting that visibility that every article needs to thrive.
LinkedIn is a great place to publish articles, it just isn't a great place to publish any old article you have lying around. You should have a strategy and consider what types of content work best for LinkedIn if you really want to find success.
How to Write Articles that Will Succeed on LinkedInLinkedIn sends nearly four times more people to your homepage than Twitter and Facebook, according to a report on Buffer App. It doesn't necessarily win when it comes to the social sharing of your stories, but it does when talking about direct traffic to your site. In other words, the benefits of publishing here are worth your while.
A few tips for writing for LinkedIn include:
1. Pick Topics the LinkedIn Audience Wants to ReadIt's a good rule of thumb to write what you know, but people tend to forget that sometimes what they "know" doesn't quite fit in with the LinkedIn demographics. If you have a very successful gossip blog, that doesn't necessarily mean that your great story about Lindsay Lohan's move to London is going to succeed. For some, LinkedIn actually isn't the right platform.
The same can be said for those who are trying to simply copy and paste a blog post that they have already written. Although LinkedIn's algorithm won't hurt you just yet, this could hurt you if the voice and tone of the post isn't right for social. LinkedIn's audience is typically professionals (which is why a gossip column might not be your best bet), but it's still a social network where people want an opportunity to engage and learn something as opposed to reading the news.
2. Publish Posts Once Per Week and Be ConsistentThere is no evidence yet if the frequency that you post articles has anything to do with your chances of being displayed on someone's network updates, but most are following past influencers' once-per-week routine.
You want to make sure you're consistently publishing in order to build a following, but putting too much out there could be overwhelming and hurt your chances of success. Again this isn't proven, but based on the success of past influencers the once-per-week rule seems to be a good one to follow.
3. Try to Limit Your Posts to 800 Words
Again, remembering the platform where you're publishing is key. People who are reading articles on LinkedIn are usually looking for something quick, informative and/or entertaining. If they wanted a long-form article or were trying to research something thoroughly, LinkedIn probably wouldn't be the first place they would check.
Tips 4-6 and the complete SearchEngineWatch article