Planit Scotland

LinkedIn posts vs articles – the conundrum we’ve all faced

Did you know there’s a difference between publishing an article and publishing a post on LinkedIn?

If not, let us talk you through the main ways in which they differ and how they can benefit you!

When should you ‘Publish an article’?

The best time to publish an article is when you want to create long-form content and discuss something in detail – just like what you are reading now! The feature acts like a built-in blog for your profile, meaning you can share up to 125,000 characters without completely taking over your followers’ news feeds.

Typically articles will answer a specific question, teach a lesson, reflect on something, or offer insight. It should ideally provide value to those who read it. Some popular topics that people write about are:

    • Thought leadership – using business knowledge to answer FAQs
    • Professional experiences/anecdotes
    • Industry expertise
    • Opinion pieces
    • Brand messaging
    • Advice for people in their field/looking to join their field.

If you need to, you can add a couple of links to other experts’ blogs and research to help back up what you are saying, but for the most part the content should be as original as possible. Hashtags can be useful when publishing articles as well, especially when people are searching for specific topics, but be sure not to use more than five or six otherwise it may get flagged as spam.

Pros of a LinkedIn article:
  1. Allows you to share long-form content
  2. Share images, videos, links, slideshows etc. within the article
  3. More SEO friendly than posts
  4. Provides more analytics for each article published 
  5. View analytics for up to two years.
Cons of a LinkedIn article:
  1. Don’t have the same reach as posts 
  2. More time consuming to write than posts
  3. Usually have fewer views compared to other blog sites, or blogs on company websites
  4. Due to them taking longer to write, it also means they aren’t published as frequently as posts
  5. Due to them having smaller reach, people will often post about their article in order to up the views. 

When should you ‘Start/Create a post’?

LinkedIn posts lend themselves much better to short-form content and are a great way to engage with your community. Many people post daily on LinkedIn to help develop their personal or business brand, build connections and show themselves as industry experts.

It’s best to share a post when you have an idea, a small bit of insight into an issue or FAQ, an image or video that sparked a thought, or when sharing an external link. These are much more manageable pieces of content, so they should be easy to read on the go and the points being made should be as clear as possible. 

 

Pros of LinkedIn posts:
  1. Easier to create! They take less time to write and they can be bite-sized bits of info making it perfect for readers to digest
  2. Immediate feedback. Instead of spending hours writing an article you can test the waters with a post and see if the info you want to share is something your audience is interested in
  3. More likely to publish frequent posts due to them being smaller and less time consuming. You can even break the article up into several different posts that you can then share throughout the week.
Cons of LinkedIn posts:
  1. Restricted by the character limit! You only have access to 3,000 characters when creating a post 
  2. Short lifespan. After a week or so your post is lost in the LinkedIn void and isn’t discoverable on Google, whereas a LinkedIn article is 
  3. Impression analytics are only available for 180 days unless you have LinkedIn Premium. 

As you can see there are far fewer cons for posts, but far fewer pros as well. Due to this it would seem that the best strategy to take when deciding what to post is… a mix of both! 

Posts will no doubt be the more frequent choice, but having a weekly article go live could do wonders for your personal or business development on LinkedIn. Plus it lets your audience know you can provide some insight into the big questions as well as the little ones. 

How to use them together

Repurposing content is not a new thing and you can apply this to your articles and posts too. You can break your article into smaller chunks and focus on each section in a dedicated post which has been reworded with more detail and links back to your website. 

Be careful not to just copy and paste directly from your article as this could damage your SEO ranking! 

You can also share your article again using the repost feature whenever it is relevant to do so.  

Overall there is a time and a place for both articles and posts in your LinkedIn strategy. It all depends on what content you want to create and what your audience wants to read! 

What is your take on articles vs posts? Do you use one or the other or both? Let us know!

And if you need expert support to help your business become the best version of itself, #JustAskPlanit

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