|There once was a time where LinkedIn articles reigned supreme in the world of LinkedIn, but now it is not the case.
Short videos, vibrant images and text posts are catching our attention, and the traditional LinkedIn article that was previously the cornerstone of the professional networking platform doesn’t get the visibility it had in its glory days.
And yet, there still seems to be a role for this tried-and-true content type if we can make it work for our intended purposes. That’s why I want to explore whether LinkedIn articles are really dead.
Are LinkedIn articles dead?
Are they less valuable than they once were?
While the format of LinkedIn once revolved around articles, the evolution of the platform has meant long-form pieces no longer get the organic visibility they once did.
Does this mean LinkedIn articles are a waste of time? Not at all. It just means we have to rework our strategies.
How can we make LinkedIn articles work for us in the current digital environment?
While LinkedIn articles may not be getting the same levels of initial visibility they did previously, they can still boost your brand in a different way.
Think of them as your very own library, housing your knowledge and demonstrating to your audience that you know your stuff.
The items that you share in your newsfeed will disappear quickly, replaced by an onslaught of never-ending posts, but a collection of articles will last forever. Retaining them on LinkedIn makes them easily accessible and you can share them with people to establish credibility in your field.
Use them to broaden your reach
A considered distribution strategy is key to promoting your brand and its key messages and LinkedIn can play an important role in this. Make it one of your distribution channels, sharing articles as a way to promote your company, share ideas and connect with your audience. A good distribution strategy will share content across multiple platforms and LinkedIn should definitely be one of them.
Use them to improve your SEO
SEO is still an essential part of digital marketing and LinkedIn articles can help to improve visibility. With Google typically being the first point of call for big and small questions, it’s important that your organisation can be found easily in search engines. Including relevant keywords and SEO formatting will help your articles to perform well when it comes to online searches.
So, in answer to our initial question, LinkedIn articles are not dead, but they are different.
To maximise the benefits of this format, it’s important to incorporate them into a structured plan.
Think about the way LinkedIn supports your digital marketing and make articles work as part of your broader strategy. There’s no need to reinvent the wheel – articles can be shared more than once or simply given a freshen up to engage a new audience and they can be used to compliment conversations.
LinkedIn articles might not be the easy win they were before, and once we see the opportunities past initial visibility reach, for me (and many others out there), they’re certainly still worth the effort.
Kylie Chown is the current #2 LinkedIn expert in Asia-Pac, 2021 and 2020 Finalist Best Social Media Educator & Best Use of LinkedIn, Australia’s first Certified Social Media Crisis Advisor and founder of My Digital Brand, helping professionals, businesses and corporates create a world-class digital brand.
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