Whether you want to share information, an interview or a story it can sometimes be hard to limit the text to fit the character limit for posts on LinkedIn. This is where LinkedIn articles come in. They allow you to expand your copy to up to 125,000 characters, giving you plenty of space to get your message across.
We all know that LinkedIn can be a powerful tool when used correctly. With sources claiming the site has between 720-780 million users, it is important to get your content right when going up against the competition. LinkedIn articles can be a great way to supplement your existing content, inspiring your connections.
Choosing your topic
When it comes to planning your LinkedIn articles, the range of topics you can cover is huge. However, it might save you time and money to repurpose existing copy from your website or another source that is relevant to your network.
Look at what is trending in your industry and network. Often these topics will perform well with your connections already looking at information on the subject. Be sure to provide factual and concise information to make the article effective.
Make sure it’s the right length
Not many LinkedIn users will be interested in reading a 10,000-word essay as they are scrolling through the site. LinkedIn articles perform best when they are between 900-2,000 words long. This ensures that only the most vital information is kept in.
If you do have a longer story that you want to tell, you can always share an extract on LinkedIn, linking people to the original elsewhere. Articles that are shorter in length will perform better so it’s best to stick to this limit.
Jazz it up!
We all know that reading black text on a white background can be boring. That’s why it is important to spruce up your articles. Be sure to add relevant images, positioning them throughout the article.
You should also work to keep your paragraphs short and break up the copy by using punchy headlines, written with SEO in mind. Then if you want to drive traffic back to your own website be sure to include links and a strong call to action.
It’s not over just because it’s posted
LinkedIn is a social networking site. This means that just because you have posted your article, doesn’t mean you can forget about it. Your articles should inspire your network to take action and engage with your posts. Keep an eye on your interactions and if any questions or comments pop up, answer these as best as you can.
Don’t think of your article as a LinkedIn post that is forgotten about once the engagement has died down. Instead, you can refresh the interest in your article by resharing it within new LinkedIn posts and across other social media channels. This will help to drive new traffic to the article and keep it relevant in your network.
Review, change and repeat
Once you have posted, monitored and reshared your article it is time to reflect on its success. This will help you decide what performed well, what your network is interested in and what you should change or repeat.
You can access the analytics information for your posts through the “Articles and Activity” section in your LinkedIn profile. This will help you see who engaged with your article giving you more information when writing future content.
If you continue to supplement your LinkedIn strategy with powerful and informative articles, your network will quickly recognise you as an industry expert. This will help to inspire brand loyalty, build engagement and create sales leads.