How to post an article on LinkedIn - Difference between articles and posts on Linkedin · AI for LinkedIn

How to post an article on LinkedIn - Difference between articles and posts on Linkedin

The Complete Guide to LinkedIn Articles vs Posts: Making the Most of Both Formats in 2024

As LinkedIn continues to evolve as a premier platform for professional content, understanding the distinction between posts and articles has become crucial for maximizing your impact. In this comprehensive guide, I'll break down everything you need to know about both formats and how to use them strategically.

Understanding the Basic Differences

Posts

- Appear directly in the LinkedIn feed (linkedin.com/feed)

- Created by clicking "Start a post" on your homepage

- Limited character count

- Ideal for quick updates and engagement

- More likely to get immediate network exposure

Articles

- Located at linkedin.com/article/new

- Support up to 40,000 words

- Include rich media capabilities (links, YouTube videos, images)

- Appear on your profile under the "Articles" section

- Excel at ranking in Google search results

The Strategic Value of LinkedIn Articles

While posts typically receive more immediate visibility, articles offer unique advantages that shouldn't be overlooked:

1. Superior SEO Performance

Articles often achieve prominent Google rankings, sometimes reaching the first page within 24 hours of publication. This is due to LinkedIn's high domain authority and the platform's strong SEO infrastructure. Unlike posts, which rarely appear in search results, articles can drive consistent organic traffic to your profile.

2. Deeper Engagement

When someone spends 5-10 minutes reading your article, they're investing significant time in your content. This deeper engagement often leads to stronger relationship building than the brief interactions typical with posts. As I often say, 100 people reading an in-depth article can be more valuable than 1,000 people quickly scanning a post.

3. Content Pillar Strategy

Articles serve as excellent content pillars that can fuel multiple posts. One well-written article can be broken down into several posts, with each post linking back to the full article in the comments.

Best Practices for LinkedIn Articles

Content Strategy

- Aim to publish one substantial article per month

- Break content into clear, digestible chunks

- Use proper formatting (headers, bullet points, bold text)

- Include relevant keywords for SEO optimization

- Create unique, high-quality content that provides real value

Promotion Techniques

1. **Email Distribution**: Share your article with your email list, providing a preview and linking to the full content

2. **Strategic Mentions**: Tag relevant professionals in the comments (avoiding spam)

3. **Post Integration**: Create posts that reference your article's content

4. **Comment Leverage**: Share your article in relevant comment threads

5. **Network Engagement**: Encourage likes, comments, and shares from your network

Understanding LinkedIn's Feed Algorithm

LinkedIn's feed prioritizes posts over articles for a simple reason: advertising revenue. Posts keep users scrolling through the feed, where they're exposed to more ads. Articles, which take users away from the feed, receive less algorithmic promotion.

However, this shouldn't discourage you from writing articles. Instead, use this knowledge to create a balanced content strategy that leverages both formats.

Measuring Success

When evaluating article performance, consider:

- Google search rankings

- Time spent reading

- Profile views generated

- Comments and engagement quality

- Lead generation through profile visits

Technical Capabilities

Articles Support:

- Rich text formatting

- Embedded media

- Multiple images

- External links

- Section breaks

- Headers and subheaders

- Up to 40,000 words

Posts Features:

- Text updates

- Single media attachments

- Hashtags

- User mentions

- Polls

- Events

Creating an Effective Article Strategy

Monthly Planning

1. Choose a core topic that showcases your expertise

2. Draft a comprehensive article (1,500-2,500 words)

3. Break the article into 4-5 potential post topics

4. Create a promotion schedule

5. Monitor performance and engage with readers

SEO Optimization Tips

- Use relevant keywords naturally throughout the text

- Create compelling headlines

- Include subheadings for better readability

- Optimize your meta description

- Use alt text for images

The Future of LinkedIn Content

As AI tools become more prevalent (like the Evi AI comment generator mentioned in the video), the importance of creating authentic, valuable content becomes even more crucial. Whether you're writing articles or posts, focus on providing genuine insights that your audience can't find elsewhere.

Conclusion

Both LinkedIn articles and posts have their place in a comprehensive content strategy. Articles excel at establishing long-term authority and generating organic traffic, while posts drive immediate engagement and network visibility. The key is understanding how to use both formats effectively to achieve your professional goals.

Remember: success on LinkedIn isn't just about choosing between articles and posts – it's about using both formats strategically to build your professional brand and connect with your audience in meaningful ways.

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*Author's Note: This guide combines insights from my original 2018 article with updated observations and strategies for 2024. As LinkedIn continues to evolve, stay tuned for more updates and best practices.*

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