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We all know that being active on LinkedIn is key to being visible online and building a compelling personal brand.
But what kind of post works best: LinkedIn articles or LinkedIn posts?
In this guide, we'll explore the key differences between LinkedIn articles and LinkedIn posts, their benefits and drawbacks, and when to use each format to maximise your reach and engagement on the platform.
Understanding LinkedIn Articles
Characteristics and Format
LinkedIn articles, also known as LinkedIn Pulse articles, are long-form pieces of content that resemble blog posts. With a character limit of up to 125,000, they allow for in-depth discussions, analysis, and storytelling.
LinkedIn articles support various multimedia elements, including images and videos, to enhance the reader's experience.
Additionally, they offer formatting options such as headings, bold text, italics, and quotes, enabling authors to structure their content effectively.
Benefits of LinkedIn Articles
LinkedIn articles offer several advantages for professionals and businesses:
Thought Leadership and Expertise: A longer format, LinkedIn articles allow you to really get into a topic and show your expertise with in-depth analysis.
Visibility and Organic Reach: LinkedIn articles have the potential to appear in search engine results, providing exposure beyond your immediate network. That means someone googling your industry may see your articles listed on Google search results. This increased visibility can attract a wider audience and drive organic traffic to your profile.
Evergreen Content: Unlike LinkedIn posts, which have a short lifespan in the news feed, LinkedIn articles have a more permanent presence on your profile. They can be discovered and accessed by users even months after publication, allowing you to generate ongoing engagement and brand awareness.
Drawbacks of LinkedIn Articles
As much as we love long-format here at Scribe, there are some drawbacks to LinkedIn articles.
Limited Initial Reach: LinkedIn articles do not receive the same level of visibility in the news feed as LinkedIn posts. To promote your article and maximise its reach, you need to share it as a post to inform your network about its existence.
Time and Effort Investment: Creating high-quality LinkedIn articles requires more time and effort compared to writing shorter LinkedIn posts. The process of researching, writing, editing, and formatting can be time-consuming, especially for professionals with busy schedules.
Competition from External Blogging Platforms: While LinkedIn articles offer the advantage of visibility within the LinkedIn ecosystem, they may face competition from external blogging platforms such as Medium. These platforms are specifically designed for long-form content and may attract a larger audience for certain niches.
Exploring LinkedIn Posts
Characteristics and Format
LinkedIn posts, also known as status updates, are short-form content that resembles social media updates. The character limit for LinkedIn posts is 1,300, providing a concise way to share quick thoughts and updates with your network.
LinkedIn posts support various media types, including images, videos, emojis, links, and hashtags, making them visually appealing and interactive.
Benefits of LinkedIn Posts
Ease of Creation and Quick Engagement: LinkedIn posts are easy to create directly in the LinkedIn news feed or via the LinkedIn mobile app. They allow for immediate engagement from your network, with likes, comments, and shares playing a significant role in amplifying your reach.
Real-time Updates and Timely Content: LinkedIn posts are ideal for sharing timely updates, news, and insights related to your professional interests. They facilitate quick discussions and feedback, enabling you to stay connected with your network in real-time.
Frequency and Consistency: Due to their shorter format, LinkedIn posts can be published more frequently compared to LinkedIn articles. Consistent posting helps maintain visibility and engagement with your network, reinforcing your personal brand presence.
Drawbacks of LinkedIn Posts
Limited Character Count: The 1,300 character limit of LinkedIn posts can be restrictive when trying to convey complex ideas or in-depth analysis. It requires concise and impactful writing to effectively communicate your message within the given space.
Shorter Lifespan in the News Feed: LinkedIn posts have a relatively short lifespan in the news feed, as newer content pushes them down over time. This means that posts may have limited visibility beyond the initial engagement period.
Lack of Permanent Presence: Unlike LinkedIn articles, which have a dedicated section on your profile, LinkedIn posts do not have a permanent presence beyond the news feed. This means that older posts may be challenging to find or access by users visiting your profile.
Choosing the Right Strategy: LinkedIn Articles vs. LinkedIn Posts
To determine which content format to prioritise in your LinkedIn strategy, consider the following factors:
Thought Leadership and Expertise
If establishing yourself as a thought leader and showcasing your expertise is a priority, LinkedIn articles are the ideal choice.
The long-form format allows for in-depth discussions and provides an opportunity to position yourself as an authority in your field.
Engagement and Interactivity
If engaging with your network in real-time and encouraging immediate interactions is your goal, LinkedIn posts are the way to go.
Posts facilitate quick discussions, feedback, and viral sharing, allowing you to stay connected with your network in real-time.
Search Engine Optimisation (SEO)
If attracting a wider audience beyond your immediate network and enhancing your visibility in search engine results is important, LinkedIn articles have the advantage.
The long-form format and potential indexing by search engines can drive organic traffic to your profile.
Time and Effort Investment
Consider the time and effort required to create each content format. LinkedIn articles demand more time and research due to their long-form nature.
If you have limited time or prefer more frequent posting, LinkedIn posts may be a better fit. Keep in mind, you'll still need to commit to posting regularly.
Maximising Your Content Strategy: Combining LinkedIn Articles and LinkedIn Posts
To maximise the impact of your LinkedIn content strategy, consider combining LinkedIn articles and LinkedIn posts.
Here are some strategies to leverage both formats effectively:
Repurposing Content
Repurpose your existing blog posts, articles, or other long-form content for LinkedIn articles. Adapt the content to fit the LinkedIn platform while maintaining its core message and value.
This allows you to reach a different audience and maximise the visibility of your content.
Teasing Articles with Posts
When you publish a LinkedIn article, create a separate LinkedIn post that teases the article's key points or offers a compelling snippet.
This attracts your network's attention and encourages them to click through to read the full article. It helps maximise the reach and engagement of your articles.
When it comes to LinkedIn content strategy, leveraging both LinkedIn articles and LinkedIn posts can be a winning approach.
LinkedIn articles enable you to showcase your expertise, establish thought leadership, and attract organic traffic through search engines.
LinkedIn posts, on the other hand, facilitate real-time engagement, quick interactions, and viral sharing within your network.
This combination creates the perfect blend of showcasing your expertise and playing the algorithm to make sure you get found.
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