LinkedIn Articles vs. Posts: Unlocking the Power of Long-Form Content

LinkedIn offers two primary ways to share content: posts and articles. While posts are shorter updates limited to 3,000 characters, articles allow for more in-depth exploration of topics with up to 110,000 characters. This expanded format opens up a world of opportunities for professionals and businesses alike.

10 Benefits of Writing LinkedIn Articles

1. Increased visibility: LinkedIn articles appear in both LinkedIn and Google searches, potentially reaching a wider audience. HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter, with 80% of B2B social media leads coming from LinkedIn.
2. Thought leadership: Longer content allows you to showcase your expertise and establish yourself as an authority in your field. Only 1% of LinkedIn's billion or so users create and share original content weekly, providing a unique opportunity to stand out.
3. Improved engagement: Articles typically have higher dwell times, (people stay longer on them to read the content) which the LinkedIn algorithm favours, which can lead to increased visibility and engagement. Longer content takes longer to read, thereby increasing the time followers spend on your page.
4. SEO advantages: LinkedIn articles often rank higher in Google search results compared with similar content on personal websites, due to LinkedIn's strong domain authority.
5. Content repurposing: You can breathe new life into existing blog posts or other content by republishing them as LinkedIn articles, reaching a new audience and extending the content's lifespan.
6. Deeper analysis: The extended format allows for more comprehensive exploration of complex topics, providing more value to your audience.
7. Enhanced professional profile: Regular article publishing can strengthen your professional image and attract potential clients or employers.
8. Networking opportunities: Articles can spark discussions and connections with like-minded professionals in your industry, expanding your network.
9. Lead generation: High-quality articles can drive traffic to your website or other lead capture mechanisms, supporting your business goals.
10. Personal branding: Consistent article publishing helps build a recognisable personal or company brand on the platform, positioning you as a thought leader.

The Importance of Keywords on LinkedIn

Keywords are essential for enhancing your visibility and attracting the right opportunities on LinkedIn. They play a vital role in search engine optimisation (SEO), making your profile more discoverable to potential clients and other professionals.

Why Keywords Matter

1. Increased Visibility: Keywords help your profile appear in LinkedIn and Google searches. Profiles optimized with relevant keywords are more likely to be found by other professionals on the platform.
2. SEO Advantages: Just like websites, LinkedIn profiles benefit from SEO. Using the right keywords can improve your profile's ranking in search results, both on LinkedIn and externally on Google.

The Bakery Analogy

Imagine your LinkedIn presence as a bakery display window. Keywords are like the labels on your products:

• Bread (Core Services): These are the foundational keywords that describe your main offerings.
• Pastries (Specialties): Use niche keywords to highlight your unique products or services.
• Ingredients List (Expertise): Include keywords that showcase your industry knowledge and skills.
• Special Offers Sign (USP): Use keywords that emphasise your unique selling propositions.

Just as clear, appetising labels help customers find what they're looking for in a bakery, well-chosen keywords guide potential clients to your business on LinkedIn.

Where to Use Keywords on LinkedIn

• Headline: Your headline is one of the first things people see. Use keywords that your customers would look for in their search to find you.
• Summary/About Section: This section allows up to 2,000 characters. Include a comprehensive list of skills and areas of interest, and incorporate keywords naturally throughout your narrative.
• Experience Section: Detail your job roles and responsibilities using relevant keywords to describe your achievements and duties.
• Skills Section: LinkedIn allows you to list up to 50 skills. Choose skills that are relevant to your industry and frequently searched by recruiters.
• Endorsements and Recommendations: Ensure that the skills you list are endorsed by your connections, reinforcing the keywords used in your profile.

Where to Use Keywords on LinkedIn for Small Businesses

• Company Page: Optimise your company description with relevant keywords that describe your products, services, and industry.
• About Section: Use this space to incorporate keywords naturally, while telling your brand story.
• Services Section: List and describe your services using keywords that potential clients might search for.
• Content Posts and Articles: Incorporate relevant keywords in your regular posts and long-form articles to improve discoverability.
• Job Postings: If you're hiring, use industry-specific keywords in job descriptions to attract the right candidates.

Keyword Research for Small Business Owners

1. Identify Your Core Offerings: List the main products or services your business provides.
2. Analyze Competitor Profiles: Look at LinkedIn pages of similar businesses to see what keywords they use.
3. Use LinkedIn's Search Function: Type in your services and see what auto-suggestions come up—these are popular search terms.
4. Leverage Tools: Use LinkedIn's Content Suggestions feature or external tools like Google Keyword Planner to find relevant industry terms.
5. Monitor Industry Trends: Stay updated with industry publications and LinkedIn groups to identify trending terms and topics.

By understanding the importance of keywords and knowing where and how to use them, you can significantly enhance your LinkedIn presence, attract the right audience, and grow your network of potential clients and partners. Start by researching relevant keywords, incorporate them naturally into your company page and content, and watch your business opportunities expand on LinkedIn.

The sign off

You don't know how people are going to find your content so it's key to have a consistent sign off - similar to your email signature.

Using a sign-off in your LinkedIn articles can significantly enhance the effectiveness of your content. Here are the key benefits and a template to help you craft your own impactful sign-off.

Benefits of a LinkedIn Sign-Off

1. Personal Connection: A sign-off adds a personal touch, making your content more relatable and memorable. It helps readers feel a connection to you as an individual, not just a content creator.
2. Call to Action: It provides a clear call to action (CTA), guiding readers on what to do next, whether it's contacting you, visiting a link, or signing up for a service.
3. Lead Generation: By including offers or packages, you can directly generate leads and convert readers into clients.
4. Brand Reinforcement: Reiterating your name, title, and expertise reinforces your personal brand and helps establish you as a thought leader.
5. Engagement: Encouraging readers to engage through comments, shares, or direct messages can increase your article's visibility and interaction rates.
6. Professionalism: A well-crafted sign-off demonstrates professionalism and attention to detail, enhancing your credibility.
7. Content Distribution: Including links to other content or services can drive traffic to different parts of your digital ecosystem, increasing overall engagement.
8. Trust Building: Offering valuable content and clear next steps builds trust with your audience, making them more likely to return for future content.
9. Networking: Inviting readers to connect or follow you can expand your professional network and open up new opportunities.
10. Consistency: A consistent sign-off across articles helps establish a recognizable style, making your content more cohesive and professional.

Here's a template to help you create your own LinkedIn article sign-off:

?? Hey there, I'm [Your Name], [Your Title] at [Your Company]!

?? Ready to [achieve a specific goal]? Check out my [specific offer/package]—a [duration] program designed to [key benefits].

Here's what we'll do together:

? [Benefit 1]

? [Benefit 2]

? [Benefit 3]

? [Benefit 4]

All this for just [price]

Let’s make your [specific goal] a reality. Ready to start? DM me for info.

Anatomy of a Perfect LinkedIn Article

So to recap, to maximize the impact of your LinkedIn articles, consider the following best practices:

Length: Aim for 1,500-2,000 words. This length allows for in-depth exploration while remaining digestible for readers.

Images: Include 3-5 high-quality, relevant images throughout your article. Start with an eye-catching header image to grab attention. The recommended image size is 1280×720 pixels.

Structure: Use clear headings and subheadings to organise your content. Break up text with bullet points or numbered lists for easy scanning.

Links: Include 2-3 relevant external links to authoritative sources to support your points. You can also link to your own website or previous articles, but use these sparingly.

Call-to-action: End your article with a clear call-to-action, encouraging readers to comment, share, or follow you for more content.

?? Hey there, I'm Esther!

?? Are you ready to win more business from LinkedIn? ?

?? Check out HELP (Hey! It’s Esther’s Linked In Party!)

Get access to:-

? A LIVE Q&A with me each month to answer all your questions

? Access to 5 Masterclasses to help you optimise every aspect of your profile

? A Whatsapp group for daily support and encouragement

? A monthly content plan to make creating your posts easy and save you time.

All this for just ￡10 per month

Let’s make winning business from LinkedIn a reality. Ready to start? DM me for info.