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LinkedIn Articles – Six reasons why you should use them for your business

Posted 13th December 2021
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LinkedIn Articles can now be 100,000 characters long

HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter. That number increases for B2B marketers, who report that 80% of their social media leads come from LinkedIn. This is how we know that LinkedIn Articles are worth their weight in gold!

While LinkedIn sessions continue to enjoy staggering increases year-on-year, only three million users (out of over 740 million) create and share original content every week, a statistic that LinkedIn hasn’t failed to notice.

For B2B marketers, this reluctance of the majority to use the most widely used social platform for business users to share original content should be leveraged to their advantage.

While it may be quick and easy to create short posts to attract attention and drive traffic to your blogs, e-books and other content, many marketers are not yet taking advantage of one of LinkedIn’s most powerful features, LinkedIn Articles.

Since September 2021, the ability to publish long-form articles (up to 100,000 characters as opposed to 700 on a post) on LinkedIn has been rolled out to all company pages, but many people are still not aware of the feature or its benefits.

Why publish LinkedIn Articles?

Increase your visibility

LinkedIn Articles appear in searches within LinkedIn but more importantly, they also show up on Google organic searches. You may choose to publish identical content on LinkedIn as you do in your blog but, chances are, having the word LinkedIn appear in the URL will see the LinkedIn article ranking higher on Google.

Increase dwell time

The LinkedIn algorithm considers dwell time as one of its top indicators of engagement. Longer content takes longer to read, therefore the dwell time followers spend on your company page will increase.

Become a thought leader

With only 7,00 characters in a regular post, it doesn’t allow much room to publish in-depth and thoughtful content. Articles are an opportunity to do just that. The longer content allows you to showcase your expertise and authority on a particular subject to your regular followers and those who may be scoping you out.

The more quality in-depth content you post using the article format the more your network will begin to see you as a go-to place for authoritative opinion.

Repurpose content and give it a new lease of life

Post old blog content that is still relevant or evergreen in the LinkedIn publishing platform. The fact it should show up on Google searches may result in more exposure, and potentially some new leads, from a piece of work that was near its sell-by date!

Reach a new audience

The name of the game when it comes to winning on any social media platform is to create quality content that your intended audience engages with. The LinkedIn Articles platform lets you create longer-form, in-depth content right there on the site. It’s easy to share from there, so it’s reasonable to assume that if people like it, they may well share it.

Reach a larger audience

Posting the same content on your website may reach a few thousand visitors per month but by publishing on LinkedIn Articles you could potentially reach millions.

Are there any cons to using LinkedIn Articles?

It’s still in its infancy, so not all LinkedIn followers are aware of it and are looking for articles. As a result, you’ll still need to create a post to alert people that you have written one. Think of it as a trailer for the main event.

How to Publish a LinkedIn Articles

  • Visit your company page as an admin
  • Click the ‘Write Article’ button underneath ‘Start Post’
  • Add a headline
  • Add a cover image
  • Start writing
  • Drop in images or visuals to add interest
  • Press Publish

Read more: Eight ways to use LinkedIn polls for business 

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