The Top 5 Benefits of Posting LinkedIn Articles
Last year, HubSpot found that only 3 million (out of the vast 740 million users) on LinkedIn create and share original content on a regular basis, despite it being the most beneficial platform for B2B networking and marketing.
And this hasn’t gone unnoticed by the platform, which often boosts the content of those who take advantage of its features. However, many seem to be unaware of one of the most powerful: LinkedIn Articles.
This feature has been available to users since September 2021, allowing them to publish long-form content of up to 100,000 characters. So, why should more businesses be taking advantage of this?
1. Increase your Awareness
Not only do LinkedIn Articles appear in searches on the platform itself, but they also–more importantly–show up on organic searches on Google.
You may decide to publish the same piece of content on your website’s blog and on LinkedIn, however it’s likely that ‘LinkedIn’ appearing in the URL of the LinkedIn Article will allow it to
rank higher on Google SERPs.
2. Become a Thought Leader
Longer form content allows for more analysis, insight and detail into the topic of your choosing, which you can then showcase directly to your network by posting a LinkedIn Article.
By taking the time to create high-quality and thoughtful content which would be suitable for your audience, you’ll be sure to frame your business in a position of authority–more so than in a regular 700-character LinkedIn post.
3. Increase Dwell Time
Similar to the way in which Instagram views swipes on carousel posts, the LinkedIn algorithm largely favours dwell time as a form of engagement.
Of course, longer posts will take longer to read which will increase your dwell time and reflect well on your company page’s overall engagement.
4. Reach A Wider Audience
This ties in with our second point as the best, and most thought-provoking, content is what earns the most engagement and shares. In turn, this will allow your articles to gain more reach from new users who haven’t come across your business before.
The nature of long-form articles is what makes room for this, so be sure to post LinkedIn Articles of a high quality to ensure that they get the attention they deserve.
5. Repurpose Old Content
You may have great content already on your website that is still relevant or evergreen, so why not republish it on LinkedIn?
This will boost it on Google searches (as previously mentioned) and allow your content to get seen by a newer, more active audience on social media.
Fundamentally, LinkedIn Articles are a great vessel for publishing long-form content which will positively impact your online presence in many different ways. The only downside is that it will take some time to strategise how to use LinkedIn Articles effectively.
At Digity, we have over a decade of experience in all facets of digital marketing, so our team can take the time to create the right strategy and content for your business. Get in touch today to find out how we can help your business succeed:
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