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LinkedIn has evolved from a platform narrowly focused on job seeking and hiring to an integral tool for sales professionals, marketing teams, and industry experts. Many brands now consider LinkedIn on par with Facebook, Instagram, and Twitter when it comes to reaching prospective customers and building brand loyalty.
However, LinkedIn recently changed its algorithm to differentiate itself from other social media channels. And, as a result, boosting (or even maintaining) engagement on LinkedIn requires a different approach from your other social media outreach. Learn more about the platform’s algorithm, the best strategy for publishing on LinkedIn, and some key tips for writing articles on LinkedIn that promote your company to the right audience.
What are the benefits of posting articles on LinkedIn?
LinkedIn is a powerful tool for recruiters, with 40 million job seekers using the site to search for jobs every week. Sales professionals, too, are using the site to network and connect with potential clients.
Simply having a LinkedIn account is not enough for these users to effectively recruit or network with others. Research shows that 82% of consumers feel more positive about a company after reading custom content. To make the most of LinkedIn, companies must post regularly, use hashtags, and highlight unique differentiators about their employer brand to stand out.
People and companies who take the time to post articles on LinkedIn can reap benefits such as:
- Increased brand awareness
- Improved SEO
- Greater post reach
- Higher engagement
- Increased brand trust and loyalty
Understanding how the LinkedIn algorithm works, however, is fundamental to learning how to post articles on LinkedIn that get the desired results.
Changes to the LinkedIn algorithm in 2023
Before you learn how to post articles on LinkedIn, it’s important to understand how the platform understands and ranks content. It’s not enough to simply post an article on LinkedIn. Your content must be high-quality, posted at the right time, and formatted using hashtags and calls to action. When your article meets the algorithm’s standards, LinkedIn will show it to more users, thereby increasing your KPIs.
In 2023, LinkedIn announced fairly big changes to the way it rewards content. “When things go viral on LinkedIn, usually that’s a sign to us that we need to look into this, because that’s not celebrated internally,” Dan Roth, LinkedIn’s editor-in-chief, told Entrepreneur.
Today, LinkedIn is likely to show your post to your followers—not random users on the platform. It sounds fairly basic, but LinkedIn is returning to a fundamental truth: people want to hear from accounts they follow, and not ones they don’t. So far, LinkedIn has seen a 10% increase in people viewing posts from people they follow.
In addition, posts that share “knowledge and advice” are now prioritized throughout the platform. “For us, the most important part of the equation is, Do we believe we’re helping our members be and feel more productive and more successful?” said Alice Xiong, a director of product management at LinkedIn.
As you write posts for LinkedIn, keep in mind that your post must speak to your core audience (e.g., your followers). The topic should also be something in which you have a reliable level of expertise. And, it should be unique.
How to post articles on LinkedIn
With these qualifications in mind, the process of posting articles on LinkedIn is relatively straightforward. You must come up with a strong topic that you feel will provide your audience with value.
Here’s how to post an article on LinkedIn:
- Log in to your LinkedIn profile or company page on a desktop and click “Write article” at the top of your homepage.
- Super admin and Content admin users will see an option to “Publish as” which enables you to publish from a different account. Choose the account under which you wish to publish and click “Next”
- Click the “Headline” field to type the title of your article.
- Write your blog post or article in the “Write here” field, which allows you to add images, hyperlinks, hashtags, and more. You can also mention other accounts using the @ symbol.
- Once your article is ready, click “Next” in the upper right.
- Click “Publish” to publish your blog post on LinkedIn.
If you get stuck, check out this help page for how to publish an article on LinkedIn.
Best practices for posting articles on LinkedIn
Content is king on LinkedIn, so before you start to write an article make sure you have a clear content strategy. There are other best practices that can help ensure your article gets greater engagement with your target audience.
[Read more: How to Use LinkedIn for Recruiting: 5 Ways to Build a Strong Employer Brand]
Find the best time to post
Make sure your article is posted at the moment when your audience is paying attention to boost engagement.
PeakTime™ is our smart scheduling algorithm that uses artificial intelligence to find the best times for your LinkedIn posts to get the most views—and engagement.
PeakTime™ uses data from the millions of unique social media posts shared through our software to figure out the best day of the week and time to send your post. Our research shows LinkedIn, Facebook, and Twitter shares perform better at separate times. So, we schedule shares individually and automatically per social network to achieve the best results.
Optimizing your posting schedule can make a significant difference in the number of clicks, likes, and shares on your content — and signal to LinkedIn to share your posts even more widely.
[Read more: The Best Time To Post On LinkedIn: Your 2023 Guide]
Post regularly
Marketing experts may be familiar with the “rule of seven,” developed by marketing expert Dr. Jeffrey Lant. The rule of seven states that consumers must be exposed to a product, brand, or idea at least seven times before they buy it.
Posting regularly can help you build familiarity with consumers as you work toward those seven touchpoints. LinkedIn rewards users who regularly post on showing your content to more users. We recommend posting from your company page at least once a week.
Use hashtags
If your brand’s LinkedIn profile is struggling to hit its monthly growth metrics, leveraging hashtags could be the key to unlocking better performance. Weave a couple of hashtags into your LinkedIn articles to promote the concepts, products, or brands of your choosing. Hashtags also help the LinkedIn algorithm understand what topics you’re writing about.
Amplify your posts
Clearview Social’s employee advocacy platform can help boost your engagement in just a few clicks. Our platform can boost your reach by auto-liking your employees’ shares with your company accounts. We also have a feature to automatically reshare top shares to your company accounts.
[Read more: Employee Advocacy Software]
Respond to comments
LinkedIn is paying attention to your level of engagement — e.g., whether you respond to comments and shares on your content. A high level of profile activity is crucial for ranking optimization, cultural relevance, and attracting the best candidates for your company.
Respond in a timely manner to those who comment on your posts. This simple step can boost your image as a business and shows applicants that your brand is run by real people.
Ready to start writing articles for LinkedIn? Contact the Clearview Social team now to find out how we can help you boost engagement with your LinkedIn content.