This article originally appeared on 22 June 2017, but in just over a year quite a lot has changed at LinkedIn, so a good moment for a refresher of this article. With the main question: LinkedIn Articles, whether or not? I read LinkedIn articles: Shall we go home with the door? It can still be very useful to publish your articles on LinkedIn. Why do I explain this? First pay attention to that word ‘can’. That means that the answer is one of the type ‘that depends on …’. With me it always gets a little itchy. The key question you have to ask yourself is: what do I do it for, what do I want to achieve? A philosophical friend of mine implores that you have to ask yourself this in everything you do, but that aside. Do you want to work on what name recognition or expert knowledge claim and you do not have your own website or blog (yet)? Then LinkedIn is an excellent medium. Posts versus articles LinkedIn distinguishes between posts and articles in the newsfeed. The recent changes in the algorithm with which the news feed fills up ensure that we see fewer and fewer articles. After all, it is much easier to share something quickly or to publish a kind of status update in a few words. Just because of the volume of the number of posts, articles in your news feed may be undergoes. Why would you post them an article on LinkedIn? There are a number of good reasons to post such a long post. Suppose your article is so incredibly relevant that you still appear in the newsfeed; that makes you the white raven in the gray mass. But even if it does not, it has advantages. The articles you post will gather on your profile page. That is what counts in your score when people search for your expertise in LinkedIn. A solid portfolio of articles also underlines your professional knowledge. Too skinny? Remember that an article on LinkedIn does not have to be exclusive. You can always place it on your own website or on other media. In it you can also go for all sorts of hybrid forms in terms of the structure of your article. Part of LinkedIn and then refer to the own website for example. Do not worry too much about double-content penalties, more about that later. Cool Tool Tip: Automate your LinkedIn marketing & sales with Meet Leonard Post an article on LinkedIn: best practices In the following paragraphs you will learn what publishing articles on LinkedIn can bring you, how you can best approach this and which pitfalls you can better avoid. Through LinkedIn articles you can publish so-called ‘long form posts’. A thousand words or more. As with Google, the more the better. As long as you keep it relevant. It is a way to bring your expertise to the attention of a larger audience. Especially when they like and share your content. For the B2B marketer LinkedIn, as a prominent business platform, is a powerful channel. Especially if you consider that LinkedIn already has more than half a billion users , of which seven million in the Netherlands. We Dutch are among the most active LinkedInners, another reason to start with LinkedIn articles. Today, content is more than ever. Every self-respecting marketer has already completed or is working on his or her content strategy. Why? Cold-calling or cold-mailing is, how relevant you may be, seriously old-school since the introduction of the GDPR / AVG . If you make it too colorful, you will even get a hefty fine for it . So how do you get your new leads? By drawing these to you with original, authentic and relevant content. One of the best ways for B2B marketers is to do that by regularly posting an article on LinkedIn. LinkedIn Articles started as ‘LinkedIn Pulse’ a few years ago. At first Pulse was an exclusive platform for thought leaders such as Sir Richard Branson . Since it opened for a larger audience in 2015, it is fully integrated in the LinkedIn interface and timeline. Leestip: 5 reasons why content marketing ensures better customers Is blogging dead? In other words: to blog or not to blog Compared to one or two years ago, perhaps fewer blogs are published. I did not count it, it feels like that. If you consider that everyone has even less time than first and preferably on the smartphone on the internet, then it is not crazy to make the conclusion that blogs are no longer read. In my opinion, nothing less is true … I think people who say that blogging is dead and that really mean they belong to the same group of purple pants that last year two years ago that e-mail was dead . That was not true then. Blogging remains a powerful tool to build authority and to bind fans to you. You just have to do it properly and regularly. You can post an article on LinkedIn as a form of blogging. It can work very well as long as you do not want to sell too much with what you write. Keep it to share knowledge. So a lot of giving, sowing. Harvesting comes later. You write your blogs or articles to build your authority. Invest in name recognition. The return on that investment comes back in the form of a growing number of contacts and, ultimately, that is, requests for quotations. Incidentally, you do not necessarily have to write your blogs yourself. Not everyone wants this. Lack of time is also sometimes a reason. If you want to publish something under your own name, you can hire a ghostwriter. That is a copywriter who provides you with a text and you can then place it as your own article on LinkedIn. Blogging, just like a newsletter via e-mail , only works well if you do this with some frequency. This way you ensure a natural pull. Here too, an external party can offer relief. For good content subscriptions you can contact CopyRobin or the CopyMaker . Outsource blog writing? Try CopyRobin. Place free trial This is how you publish an article on LinkedIn Articles In the beginning, it turned out to be quite difficult to write such a lung post. Not everyone got access. But now everyone with a LinkedIn account can post an article on LinkedIn. Since the interface adjustment after the acquisition by Microsoft you see at the top a button with ‘article writing’. This button takes you directly to the LinkedIn Articles editor. Or publications, if you have LinkedIn on Dutch. The editor speaks for itself in terms of use. Inserting headings, quotes or a link is easy with the buttons at the top of the page. Of course, you can also paste from another editor. Check your text for a moment whether all formatting has been correctly adopted. When you paste from Microsoft Word you will notice that the headers are not taken over as headings. You have to do this manually. To play safe it is a handy tip to select the entire text (ctrl-a on a windows pc) after pasting and to put it to the ‘normal’ format. Then you take your cups off and resets them as head 1 or head 2. When you have finished writing, publish the article by pressing the blue ‘publish’ button at the top right. You will then see a dialog box where you can add some extra text and tags to make your article easier to find. Do not forget to add your keywords or search terms as so-called ‘hashtags’ (keywords preceded by a ‘#’). You can also see an example of how this article looks in the news feed. Usually you will see a thumbnail of the chosen cover image and the title. Plus your name because you are the author of the article. This is the time to consider whether the title you have chosen has sufficient pull. Are you satisfied? Then you press publish. Otherwise you can still go back to the editor to adjust the title. Note that the article ends up in your personal activities. From a company page you can not post an article on LinkedIn. You do this differently, we will come back to that later in the promotion. Your articles remain online and you can always change them. Do you notice that you receive too little response? Then you go back to the editor (in the same way as described above), press the button ‘more’ and choose ‘articles’. Now you can retrieve, modify and republish a previously written article. Statistics and 10 optimization tips Unfortunately, we do not yet know much about the impact of these articles and which techniques work best. If you are looking for statistics, you will mainly find data about ‘pulse’, so before anyone can write articles. One of the few articles with an analysis of the current situation was written by Paul Shapiro . In it, based on the analysis of approximately 3,000 LinkedIn articles, he provides insight into which elements lead to the highest number of views, likes and shares. These are the tips and tricks: Use a title of 40 to 49 characters. Use 8 images in the text. Watch out with the embedding of video, audio or other multimedia. Cups. Do not use questioning sentences as cups, but ‘how do you …’ or lists. A text with 5 cups scores the best. The sweetspot for LinkedIn articles is 1900-2000 words. They are best read. Write with a neutral sentiment. Use simple language, as if you are writing for an 11 year old. Promote your article on other social media. Your goal is to score as many likes as possible. The shares and comments will follow automatically. Especially point 3 and 4 I found surprising. You too? I have always learned the opposite. Time to experiment. Would LinkedIn be the exception to the rule or do we have to deal with a trend that is changing. I’m curious about your opinion, do you want to share it in the comments? Mixed forms and syndication But what about double content? Do you also want to place an exact copy of your LinkedIn article on your website? You have to be careful with that. For our SEO strategy, Google ultimately punishes us when we publish identical text ( duplicate content ) in several places. How? The authoritative Yoast has already answered this question exactly. It is no problem to publish a blog that you posted on your own website on LinkedIn. Preferably in that order. And let some time in between to index Google the blog of your website. Then publish on LinkedIn and add a note that you have published this article on your own website. Then there is nothing wrong. It is possible that Google will rank the LinkedIn article higher than the blog on your own site. You can of course use that. Publish a part of the blog on LinkedIn and then link to your own site and the full blog there. This way you generate extra traffic to your own site as well. A nice mixture to use. The best part is when you link to the place where the reader can read further, not to the top of the blog, by means of a ‘bookmark’. For whom do you write? One of the most important rules when creating content or texts is that you do it for the reader. It may be somewhat broader than just for LinkedIn but certainly important. No readers without readers, right? Do not let yourself be tempted, even on LinkedIn, to all kinds of professional-sounding terminology. Write down your story as if you were talking to one person, preferably a teenager. And keep remembering, it’s not about what you can do but what the reader wants to know. When to publish your article When can you best post your article on LinkedIn? Also on this question is actually no generic answer possible. It depends, again, on your audience or audience. Many experts will present Thursday as the best publication day. It is also the day that confirms Paul Shapiro’s article. I have had a good experience for a while with Wednesday afternoon. Then my target group (parents with children at primary school) was at home and Facebooken and LinkedInnen went. Test it here. The times at which you publish are also important. How do you ensure that your article is read? Of course you have content that is super-interesting and hyper-relevant. Nice written in the right tone of voice. That is not what it is about. Only posting an article on LinkedIn is not enough. The way in which the system of LinkedIn works means that when publishing, the article ends up in your ‘feed’. That means that your connections can see it potentially. But not all of course. Time to do something about promotion! As a company with a ‘Company Page’ you can not post articles. You always do this as a person. You can of course share that article. Do that too. Then it is also immediately on your LinkedIn business page. It is also wise to share the article in relevant LinkedIn groups. This way you increase the range. Promote the article from other channels that you use, for example via Twitter. The more you bring this article to the attention, the greater the chance that your likes, comments and shares grow. Finally, promotion can be shameless in this case. You really do not have to limit sharing once. For example, create five tweets to promote your article and send them with a link to the article at different times. Tools such as Tweriod and Hootsuite help you analyze when you tweet and send the best at those moments. There are more of these tools available . This way you ensure that as many people as possible see the article and hopefully read (and like!). Keep in mind that only about twenty percent of all things you share appear in the feed. Especially with people with many connections. They have a very busy personal feed. Will you fully master LinkedIn marketing in 1 part of the day? View the social selling training Let’s block ads! (Why?)

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