When considering how to share content on LinkedIn, two common options are writing a regular post or a more in-depth article. Both have their pros and cons and may be better suited for different goals, audiences and content types. Here we’ll compare posts vs articles on LinkedIn to help decide which is the better choice in different scenarios.
Key Differences
Some key differences between regular LinkedIn posts and LinkedIn articles include:
LinkedIn Post | LinkedIn Article |
---|---|
Shorter format, typically under 1300 words | Longer format, over 1300 words |
Appear in main feed | Have separate page on LinkedIn |
Can include images and links | Can include images, embeds, links, etc. |
Typically used for quick updates, commentary and driving engagement | Better for thought leadership content, tutorials, guides etc. |
As you can see, posts are best for shorter bite-sized content that appears right in someone’s main feed, while articles allow for much more in-depth long-form content in a dedicated space.
When to Use a Regular Post
Here are some examples of when it may be better to use a regular LinkedIn post rather than a full article:
Quick commentary or reactions to news
If you want to provide a quick take on a relevant news story or announcement in your industry, a regular post can help drive engagement without needing an in-depth article. The shorter post format lends itself well to timely commentary.
Starting discussions or asking questions
Posing a thoughtful question or conversation starter to your network is better suited for a post rather than a full article. The post appears directly in followers’ feeds enabling you to get quick responses and engagement.
Sharing an interesting statistic or fact
Highlighting a compelling statistic or research finding that’s relevant to your audience is often best done through a short lively post that grabs attention. The bite-sized format makes it easy for connections to digest.
Announcing events, initiatives or company news
Important updates related to your company, initiatives, events or campaigns can be shared efficiently through a short post. The post quickly spreads the word through your network.
Following up on previous content
If you want to provide a quick follow up, additional insight or update to a previous piece of content, a post is a convenient format to do so without needing a whole new article.
When to Publish a LinkedIn Article
Here are some instances where publishing a full article may be preferable over a quick post:
In-depth thought leadership content
To establish your brand as an industry thought leader and provide truly useful insights for your audience, a comprehensive article is best. The longer format allows you to share ideas and perspectives in detail.
Tutorials or how-to guides
Step-by-step tutorials and guides that teach your audience how to do something benefit from the article format. You can provide visuals, detailed explanations and guidance within a dedicated space.
Listicles or roundups
If compiling helpful lists, reviews or roundups related to your niche, the article format gives you room to thoroughly evaluate and compare multiple options under clear sections and headers.
Case studies or client testimonials
In-depth case studies, project summaries or client testimonials deserve an article treatment. The longer canvas allows you to tell a compelling story with meaningful context.
Research reports or analysis
Sharing key insights from research reports, data analysis and other comprehensive projects often requires the real estate of an article to provide proper framing and explanation around the information.
Covering events, conferences or interviews
Recounting your key takeaways and learnings from an event, conference or interview benefits from fleshed out commentary and framing, which articles enable. The additional length allows important context.
Tips for Writing LinkedIn Articles
Here are some tips to make your LinkedIn articles as engaging and effective as possible:
Choose compelling titles
Just like headlines, article titles greatly influence if people will click and read. Use strong verbs and keywords, ask questions, or highlight value to attract readers.
Establish relevance in the intro
Quickly setting up why the topic matters in the opening paragraphs ensures readers understand the context and stick around.
Structure content with headers
Break up sections with clear descriptive headers (H2, H3 tags) like the ones used in this article. This improves readability and SEO.
Use images, embeds and visuals
Relevant visual elements like photos, graphs, gifs make articles more eye-catching and digestible. Take advantage of the flexibility articles provide.
Link to resources
Referencing data sources, citing quotes and linking to helpful resources adds credibility while giving readers options to dig deeper.
Close with clear takeaways
End each article with concise yet meaningful recap of the key takeaways readers should retain to give a satisfying finish.
Promoting Your LinkedIn Articles
To help your LinkedIn articles reach the right audience, be sure to also promote them:
Share the article URL prominently on other platforms
Cross-promote new articles on your other social media accounts, email newsletters, website etc. Make the LinkedIn link clickable and trackable.
Ask colleagues and partners to share the article
Leverage your professional network by asking colleagues, partners and clients to share the article with their own networks for expanded reach.
Pitch guest posting opportunities
Consider repurposing your articles on reputable industry publications. Most accept contributor submissions and include backlinks.
Turn top articles into gated assets
For your most popular articles, gate them behind opt-in forms on your website. This lets you collect lead data in exchange for access.
Monitor analytics
Use LinkedIn’s analytics to see total views, engagement and demographic data. This can inform content strategy decisions and gaps.
Conclusion
Both regular posts and complete articles have benefits on LinkedIn depending on your specific goals and content style. Quick commentary and announcements suit the post format, while thought leadership content benefits from the length and flexibility of articles.
Focus on providing truly unique value for your audience above all else. If the content delivers on an informative, engaging promise, the ideal format should follow naturally based on the topic and depth required. Consider leveraging both types of content as part of a complete strategy.
With compelling titles, thoughtful promotion and consistent value, you can succeed in reaching the right audiences with either posts or articles on LinkedIn. The important thing is creating content tailored to how your connections want to engage.
Key Takeaways:
– Use regular LinkedIn posts for short commentary, questions, announcements and quick updates
– Publish full LinkedIn articles for in-depth thought leadership, guides, case studies and research
– Craft strong headlines and introductions; structure articles with headers and visuals
– Promote articles through social media, email, guest posting opportunities and gated access
– Analyze performance to optimize content strategy and align with audience needs
– Focus on providing unique value above all else and choose the right format based on topic and depth
Frequently Asked Questions
Should most LinkedIn content be articles or posts?
It’s best to utilize a mix of both posts and articles based on the type of content you’re creating. For example, you may use posts for quick tips on a Tuesday and full articles for thought leadership pieces on Thursdays. Find the balance that aligns with your goals.
What’s the ideal length for a LinkedIn article?
The recommended length for LinkedIn articles is over 1300 words, but aim for at least 2000+ words of substantive content if possible. Articles under 1300 words may not show up in search results or get filtered out.
How often should I publish LinkedIn articles?
For individuals, publishing 1-2 articles per week is a solid goal. Companies may aim for 2-3 articles weekly. Focus on quality over quantity and don’t oversaturate your audience. Monitor engagement levels to help guide article frequency.
What topics resonate best on LinkedIn?
Content focused on career advice, business strategy, leadership, productivity, workplace culture, technology and industry news/analysis tend to perform well. Align topics with your audience interests and niches.
How can I make my articles more shareable?
Include share buttons at both the top and bottom of articles. Have clear takeaways that make the content easy to summarize. Use clickable headlines. Promote the articles actively and encourage shares. Monitor trending topics.
Statistics on LinkedIn Article Engagement
Here are some interesting statistics on how LinkedIn articles tend to perform:
Statistic | Finding |
---|---|
Most shared day/time | Wednesday at 12:00pm EST |
Average CTR on articles | Around 2.5% |
Top engagement duration | 0-5 minutes reading time |
Optimal length | 2000-4000 words |
Max engagement age | Articles over 60 days old |
Key insights:
– Articles shared midweek at lunchtime tend to get high engagement
– Most people spend 0-5 minutes reading articles indicating scannability is key
– Articles 2000+ words long outperform shorter articles on average
– Older evergreen articles can continue driving value over time
This data underscores the importance of putting care into article content and structure to best resonate with readers.
Examples of Top LinkedIn Articles
Here are some real examples of top performing LinkedIn articles across different formats:
Thought leadership
Title: 5 Leadership Soft Skills That Make All the Difference
Why it worked: Focused on highly engaging leadership topic. Broke key skills into sections with visuals. Strong intro and takeaways.
Views: Over 3 million
Listicle
Title: The Top 10 Strategies for Virtual Presentations
Why it worked: Useful tips formatted in easily scannable list. Provided concrete value during pandemic shift.
Views: Over 140,000
How-to
Title: A Step-by-Step Guide to Building an Editorial Calendar
Why it worked: Actionable guide structured into logical sections. Visuals and numbered steps make it skimmable.
Views: Over 350,000
Industry analysis
Title: Predictions for the Future of Social Media in 2025
Why it worked: Thoughtful analysis tied to forward-looking topic. Broke ideas into subsections.
Views: Over 115,000
Key takeaways
– Optimize for scannability with headers, lists, and visuals even in long-form articles
– Look for underserved needs and knowledge gaps your content can fill
– Align topics with audience interests and emerging trends
– Aim for a practical, benefits-driven tone that adds clear value
Should You Post or Publish on LinkedIn?
Deciding whether to post or publish an article on LinkedIn depends on factors like your goals, audience, topic and content style.
Here is a decision flow chart to help determine the best option:
Key questions to ask:
– Is the content time-sensitive social commentary or announcements best suited for a feed post?
– Does the topic call for an in-depth exploration and industry insights within a dedicated article?
– Are you recapping an event or data that benefits from narrative context?
– Is the content instructional requiring steps, visuals or examples that need article real estate?
– Does the tone and style align with either frequent posting for engagement or more polished long-form articles?
Evaluating these factors can help point to the right format – post or publish – for your LinkedIn content goals and audience preferences.
Of course, you can also utilize both types of content as part of a complete strategy. The important thing is creating quality content tailored to how your connections want to engage with you.
Conclusion
Both regular posts and articles have their place on LinkedIn, with posts enabling quick updates and articles facilitating thought leadership. Consider your aims, audience interests, and content style when deciding between the two formats.
Posts work well for commentary, questions, and announcements, while articles allow room for research, guides, and insights. Use compelling headlines and introductions in both. Promote and track performance to optimize.
Quality value-add content that engages your audience ultimately matters more than just length. By providing a mix of posts and articles, you can build connections and demonstrate expertise on LinkedIn.