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How To Effectively Write LinkedIn Articles In 2020

With over 600 million users in over 200 countries, Linkedin continues to be one of the best platforms to grow your network. More importantly, the platform can help you increase your revenue through sales or find your next job in our volatile, pandemic world. LinkedIn has evolved from a place to display your resume, to a full-fledged social media platform. LinkedIn articles are a key part of the platform, making it an amazing Content Management System. 

Writing articles is a great way to position yourself as an expert in your field, grow your network, and increase your influence on the platform. Once viral article can change the trajectory of your career. Here’s how to effectively write LinkedIn articles to get the maximum return on your writing investment.

The birth of LinkedIn articles.

LinkedIn Pulse is the platform to create, publish, and manage articles. It actually started in 2010 and was available to the top influencers. In 2014, articles were available to all LinkedIn users. It’s one of a few social networks that give you the opportunity to create and publish long-form articles. Since then, there are more than 130,000 articles published each month.

LinkedIn Posts vs. LinkedIn articles.

Linkedin posts articles give you the ability to share blurbs, links, and updates. These are basic posts you would share on platforms like Instagram and Facebook. You can add images, videos, PDFs, and slideshows. With articles, however, you can go in-depth with your concept. You can add headings, subheadings, links, and more. You also have the benefit of SEO. Your article may end up on Google Search pages, giving you even more exposure.

Should you write articles on LinkedIn?

That’s a good question. According to Hootsuite, LinkedIn’s algorithm focuses on relevant content and engagement. So if you can write engaging articles, you’ll have increased reach. Without a doubt, writing articles is an excellent way to grab the attention of your audience. Writing an article is simple. When you log into LinkedIn, you’ll see the option to “Write Article.” Once you click on that, you’ll come to the LinkedIn Pulse page where you can craft your own long-form post. 

From there, you have a blank canvas to upload an image, write, and format your own article.

Here are some key tips to help you write effective LinkedIn articles.

Write a compelling headline.

Headlines are everything. The Father of Marketing and visionary David Ogilvy said it best:

“Five times as many people read the headline as the body copy. When you’ve written your headline, you’ve spent 80 cents of your dollar.”

Your headline should give your reader a promise. At the end of your article, they should have some takeaway that would improve them in some way. That’s what helps you increase your engagement and reach. Spend as much time as you can on your article, writing at least 5 variations. Then choose the one that resonates with you most, or share them with your connections for their feedback.

Plan out the structure of your article.

If you fail to prepare, you prepare to fail. You can spend hours working on an article if you don’t plan it first. You need to get the bones down on paper first. Make bullet points of your main points, stories, and quotes that will help drive your point home. Move things around so that it flows. When you have a plan, you will write down your content in short order.

Write first, edit later.

You can waste valuable time if you stop to edit after each line. Not only would it be a time suck, but you can also lose the flow of your thoughts. Resist the need to edit your content while you are writing. Leave all editing for later. 

Use subheadings to break up the text.

Linkedin articles give you the option of a “Heading 2.” These H2 subheadings help break up long text. Your reader can skim the content to get the gist, then dive in once they find a part that resonates with them. Subheadings also help with viewing your content on mobile, since most persons use their phone and hate to see bulky text. 

 

Keep everything short and simple.

During your editing process, make sure to keep everything short and simple. Use simple words and concepts so you can relay your message to any reader. Write short paragraphs and avoid company jargon. You would want your content to be 8th-grade reading level and below

Add images, videos, or charts to help drive your point.

Images, videos, and other pieces of content within your article are important. Not only does it break up the monotony of your text, but it can help you drive your point. For instance, if you’re writing about productivity, you can share images of your calendar, apps, and videos that help your content become more engaging. 

Tell stories about your professional life and achievements

Sometimes you are writing to people in your niche, who are aware of your concepts. However, nothing tops a great story. Can you integrate a real-life story or scenario into your content? Talk about your struggles and how you were able to overcome them. It can help you become more relatable and makes your work sharable.

Tag connections for increased engagement

When your content is filled with engagement, LinkedIn’s algorithm shares it with more persons in your network. This can help your article go viral. A quick way to get the ball rolling is to tag persons in the article. If there are subject matter experts in your network, make sure to include them so you can get some immediate feedback. Use the “@” so they can be notified when they are tagged in the content. 

Include a Call To Action

A Call To Action or CTA is the next step you want your readers to take. It could be to email you, add them as a connection, try your tips and advice, or set up a call. If you’ve held the attention of your reader for so long, they’ll be happy to engage with you more. Don’t leave them hanging!

Write an effective summary post when you publish

When you click publish, you have the opportunity to share your content with a post. Use this as an opportunity to give a quick summary of your content. Don’t publish without writing some copy to attract your initial readers. Add relevant hashtags to your posts and your article to attract readers outside of your network. 

Tip: Research from Sprout Social confirmed that publishing on Wednesday between 9-11 CST is the best time for engagement.

Don’t forget to share!

Use the share option at the bottom of your article. Go to the bottom of your newly published article for the share option. You can share on Facebook, Twitter, or can get a direct link for your email list.  This helps with your reach and can even help you earn leads or clients.

Final Thoughts

LinkedIn articles are a great way to maximize your time on the platform. Share your thoughts on your niche, actionable tips, or chime in on current events. Make your content readable, engaging, and actionable, and you’ll be successful. If you need more help with ways you can maximize Linkedin, feel free to connect with me! You can find extensive articles on LinkedIn and get access to my course.

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