4 Steps to writing a successful LinkedIn article

How to write a successful LinkedIn Article. LinkedIn is a powerful tool for connecting with customers and potential new business. There are now 347 million active users on the social network, numbers which are too large to just ignore. If you are currently using linkedIn as a marketing and networking tool for your business you’ll have seen many people now publishing long from posts which is LinkedIn’s version of blogging.

The social network has now rolled out publishing to everyone. Which means there is a lot more competition when it comes to getting these long posts or articles read.

So how can your contributions cut through the crowd and be seen?

Some articles get a handful of views and some get hundreds or thousands very quickly! So what separates the Wheat from the Chaff?

Many people are using LinkedIn Publishing to promote events, Some are using it to promote products. But the best articles are those that offer true value with no sales pitch. They educate people, they are inspirational, aspirational. They make us think and they make us take action in our lives, careers or businesses.

  1. Choose a great title

A great title is the first thing people see - this title is the difference between a click to the main article or not.

Poor Title Examples:

  • New event launching
  • New blog up
  • 'Your company name here' launches new service

These titles won’t work as they offer no value to your reader and are over promotional, too much about you and your business than how you can help them or solve a problem.

Keep your titles educational and helpful If you are an expert in your industry then flaunt your expertise by revealing a new way of approaching a subject or teaching the Lay person how to do elements of your job themselves. This will show you as a leader in your industry, the GO TO person, the expert. If you showcase your expertise and give tons of value away, you'll soon see a positive effect in terms of new leads, job prospects or relationships.

2 - Great Cover Image

If your cover image is a dull stock photo that everyone else is using people will automatically associate it with other content. The Key is to be Original here. Original, Eye Catching and related to your title!

Use free tools such as Canva or Pic Monkey to design your own image that reflects the originality and personality of the article. You can use elements of stock photos from places like Canva or Dollarphoto club. Check you have the correct cover image dimensions and create an image the right size for the space. This will make your posts look even more professional. And help your article stand out from the crowd and encourage more click thru

3 - Great Content

Once you have that perfect title and the perfect picture the content needs to be equally are great! It needs to do what it say's on the tin.

Be original - Don't write about the same things we've all seen before it makes for a very uninspiring read.

Use your insight and expertise to create an article that inspires people to take action.

Share content that will last the test of time. News and reactive articles are good but sharing Great Content that will provide value for weeks or even months to come will ensure you'll increase your views and shares on LinkedIn. This content is evergreen and will last the test of time. By investing in creating a great article now means you’ll eventually save time, as you won’t be scrambling around for new content to share. It is preferable to write one GREAT article that gets views and shares month after month than to write a sub standard piece every week.

4 - Share

If you want those likes, shares and comments it’s time to start sharing. Don't just post and run. Post and share to your LinkedIn feed, share in groups that will be interested in your content, share on Twitter, on Facebook, Pin the image to Pinterest, Instagram and so on. Share the article again In your email out. The bottom line is sharing increases awareness of your content.

Don't just share once. Make a schedule as to when you will share your content in the future, this way more of your audience will see your article over time.


Lucy Hall