When you pop on over to your LinkedIn Feed, you probably see this enticing lil’ Write article button right at the top:
Question is, do you ever use it?
Should you?
LinkedIn’s on-site publishing platform is convenient, but when you also operate a blog for your business, it can feel a little redundant. You might find yourself wondering –
“Do I need to bother publishing on LinkedIn at all if I already have a blog of my own?”
The good news is, there’s actually an answer!
The bad news is, that answer is a resounding “maybe.”
(It’ll make sense soon, we promise.)
So, what’s the deal – should you be taking advantage of publishing on LinkedIn?
Or is it a total waste of time compared to maintaining a blog on your company’s website?
Let’s take a look at some of the major pros and cons of publishing articles on LinkedIn, and you can decide for yourself.
Starting with…
Pro: LinkedIn shares your content with a relevant audience for you
When you write a blog post for your own website, it’s your responsibility to share that content – on social media, in your email newsletter, by printing it out and attaching it to the leg of a carrier pigeon, whatever.
When you write an article directly on LinkedIn, though, LinkedIn shares that article for you – specifically, with your connections and anyone who follows you.
(The downside is they won’t share your published articles with ALL of those people. More on that in a second.)
You can also add hashtags to your post before you publish it, which will make it easier for LinkedIn users searching for articles on specific topics to find yours.
(Just note that you can’t go back and add, edit, or delete hashtags after your article is published, so choose wisely and check your spelling!)
On the one hand, this all sounds pretty convenient!
But on the other hand…
Con: There’s a lot of competition out there – like, RIGHT there
The nice thing about your blog is that it’s your publishing platform and well, you’re the only person who posts on it.
(Or at least, you’re in charge of who posts on it.)
But when you post an article on LinkedIn about, say, #productivity, that article is being weighed against every OTHER article about #productivity.
(That means being passively discovered by people who just so happen to be searching for content like yours isn’t really a sure thing.)
And then there’s the algorithm-based stuff.
Just like Facebook, LinkedIn’s content distribution is governed by a complex algorithm that weighs factors like user engagement when it’s deciding how big your audience should be.
So in a perfect world, LinkedIn would just drop your content in front of every last person who’d enjoy reading it – but in reality, its distribution system combines the heavy competition of search engines like Google with the algorithmic unpredictability of the Facebook News Feed.
(Which can be a little frustrating. It’s okay to admit that.)
Does that mean you shouldn’t post articles on LinkedIn at all?
Absolutely not!
But it does mean that its distribution system isn’t as idyllic as it might sound – and publishing there doesn’t necessarily guarantee you a big audience.
That said…
Pro: A LinkedIn article is still super shareable
Just like you’d take it upon yourself to share and promote the posts on your website, you can share and promote the articles you write using LinkedIn.
For starters, LinkedIn articles have convenient share options built in:
You’ll also notice that the URL slug is clean and simple, too – perfect if you don’t already use a URL shortener of your own when you share on social. (Here’s why that matters so much.)
If you want to be shareable, though, you might need to adjust your LinkedIn privacy settings.
Head over to your public profile settings and make sure that your visibility is set to Public and you’ve checked Posts & Activities – you’ll need both of those to make your content discoverable and visible to anyone who isn’t logged in to LinkedIn.
But while it’s great that your LinkedIn articles are effectively as shareable as any blog posts on your own website, there’s still a lot they can’t do.
Con: LinkedIn articles offer a lot less control
LinkedIn’s publishing interface looks and feels a lot like Medium’s – it’s simple, clean, and straightforward.
If you’re looking for a no-muss, no-fuss writing experience, this is probably a lot like what you’re looking for!
If you prefer a little more control over the look and feel of your articles, though, it might leave a lot to be desired.
For one thing, your formatting options in this interface are all pretty limited, so don’t expect to do anything too visually distinct – everything from your font styling to your image sizes is locked into a small set of choices.
More importantly, though, LinkedIn articles aren’t designed for lead generation – at all.
Writing blog posts on your own website gives you all the freedom in the world to leverage those posts for long-term wins. Adding a sign-up form for your newsletter, for example, can turn someone who reads a single post into someone who reads every post!
Your website gives you the freedom to incorporate all kinds of opt-ins, too, like offering free content like downloads or webinar replays:
LinkedIn articles offer a much more isolated experience – the interface is designed to keep people on LinkedIn, not necessarily to send them to your site or establish a meaningful, long-term connection with your brand that extends beyond this one social network.
(So while you can – and should – promote a LinkedIn article like you would any other blog post, that article is much likelier to be the end of the line for anyone who clicks on it.)
Speaking of the people who click on it…
Pro (and Con): Super simple analytics
If you’ve ever taken the time to analyze your blog’s performance by poring over page after page of data in Google Analytics, there’s something you already know very well:
It’s super boring.
LinkedIn’s article analytics are a lot less complicated, and look a little something like this:
As you can see, LinkedIn gives you a handful of stats about the people who’ve read and shared your LinkedIn article – but not a lot.
If you prefer to draw the line at seeing how many views an article has tallied or where its readers live, there’s nothing wrong with that, and this will suit you perfectly fine!
If you like to dig a little deeper, though, LinkedIn won’t give you nearly as much information as your site’s Google Analytics would.
(It’s also worth nothing that LinkedIn won’t show you cumulative stats for all of your articles – you have to look at each one individually.)
LinkedIn articles vs. your own blog: the verdict
The differences between LinkedIn articles and your own website certainly don’t end there, but these major pros and cons should give you a clearer sense of the big picture.
The verdict?
Posting your articles on LinkedIn instead of your website’s blog is a lot simpler, and can potentially expand your audience – but it might also be too simple and limiting for your needs, and that audience is far from guaranteed.
Ultimately, LinkedIn articles can still be extraordinarily useful, but only with the understanding that they’ll be useful in a way very different from your own site.
LinkedIn can be a fantastic publishing tool because it’s a great place to share your thought leadership or professional lessons learned, but when you’re writing blog posts as part of a larger, more complex content strategy, those posts can do a lot more good on your own website.
(And of course, it all depends on your audience, too – but that’s a whole separate conversation!)
How do YOU publish a LinkedIn article?
Do you do it at all?
Have you found it useful?
Or is this one of those things that you just kind of ignore?
Share your thoughts in the comments!
710 Comments
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Teknoloji Haberlerinin Doğru Durağı! Teknoloji haberlerini takip edin, son dakika gelişmelerini okuyun ve güncel haberleri TeknoBizdeyiz ile bulabilirsiniz.
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Bir çok random hesap bir çok premium hesaplar birbirinden farklı epin kodları en ucuz alabileceğiniz adres
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Thank you for every other informative blog.
Thank you for every other informative blog.
Thank you for every other informative blog.
Ucuz gergi değil kaliteli gergi tavan tercihinizi gerled3d ile yapabilirsiniz
dis implanti tedavisi rehberi
kedi kısırlaştırma ve scootish fold kısırlaştırma
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Pablo ice cold nikotin poşeti yeni başlayanlar için önerilmez. Dil altı kullanıma uygun yeni nesil e-sigara çeşidir.
Pablo ice cold nikotin poşeti yeni başlayanlar için önerilmez. Dil altı kullanıma uygun yeni nesil e-sigara çeşidir.
Pablo ice cold nikotin poşeti yeni başlayanlar için önerilmez. Dil altı kullanıma uygun yeni nesil e-sigara çeşidir.
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Kiralık web sayfası sayesinde arama motorlarında ilk sayfada yer alan sektörünüz ve verdiğiniz hizmetle alakalı sayfayı seçerek kiralama yapabilirsiniz.
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Kiralık Sayfalar hali hazır web sayfası olmayan veya web sayfası olup da arama motorlarında yaptığı iş ile alakalı yada sektörle alakalı ilk sayfada yer almadığı için müşterilere ulaşamayanlar için en ucuz reklam hizmetidir.
thanks
Kiralık web sayfası sayesinde arama motorlarında ilk sayfada yer alan sektörünüz ve verdiğiniz hizmetle alakalı sayfayı seçerek kiralama yapabilirsiniz.
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Kiralık Sayfalar hali hazır web sayfası olmayan veya web sayfası olup da arama motorlarında yaptığı iş ile alakalı yada sektörle alakalı ilk sayfada yer almadığı için müşterilere ulaşamayanlar için en ucuz reklam hizmetidir.
thanks very much
Kiralık Sayfalar hali hazır web sayfası olmayan veya web sayfası olup da arama motorlarında yaptığı iş ile alakalı yada sektörle alakalı ilk sayfada yer almadığı için müşterilere ulaşamayanlar için en ucuz reklam hizmetidir.
LYFT ice cool nane aromalı nikotin poşetidir ve dil altına koyularak kullanılmaktadır.
LYFT ice cool nane aromalı nikotin poşetidir ve dil altına koyularak kullanılmaktadır.
Nikotin poşeti dil altı nikotin torbası.
iqos heets çeşitleri yeni nesi ısıtılarak kullanılan yeni tip elektronik sigara modelidir.
iqos heets çeşitleri yeni nesi ısıtılarak kullanılan yeni tip elektronik sigara modelidir.
iqos heets çeşitleri yeni nesi ısıtılarak kullanılan yeni tip elektronik sigara modelidir.
sitenizi yakın zamanda takip etmeye başladım güzel içerikler var
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How meta! Thanks so much for sharing this, really love your insights.
Thanks for your kind reply Tom!
Not entirely correct on the ‘no webinar replays’ front.
If you put your webinar replays into Wistia and then insert into a LinkedIn article you can get people to subscribe to your newsletter (or any other list/offer etc.) in return for watching the video, directly within LinkedIn.
Ok, it’s not a pop-up but you can still add an email signup turnstile and various other calls to action.
That’s a really clever workaround – thanks for sharing it!
I post it to the blog on my site. And then, post a copy on LinkedIn. Is it bad to duplicate the content? In the grand scheme of things, how badly will Google punish me?
This is how I’d handle it too! Duplicate content is pretty misunderstood. 😉 You could always do a canonical link. Here’s a brief video from Google on this: https://www.youtube.com/watch?v=mQZY7EmjbMA
Thanks for sharing this, Kirsten!
We do similar – the key is to decide where you want it indexed. If on your site, you keep ownership, and gain the traffic through organic search. If on LinkedIn, you won’t be showing up in search, but more people may see your content for the same search term, due to LinkedIn’s obvious advantage with domain authority.
As Kirsten says, if you want it to be with LinkedIn, make sure your blog post has a canonical.
However, if you want your blog to be the authoritative source, you won’t be able to put a canonical on LinkedIn! So my advice would be to post to your site, make sure the content is indexed (fetch as Google in Webmaster tools is your friend!) and then only post to LinkedIn once your own post is appearing in search results.
Hope this is helpful, as I say, just sharing what we do!
Fantastic advice – thanks for sharing it! This is a perfect workaround for anyone who wants to really cover all their bases.
Great blog post for those of you writing articles on Linkedin. I still say, write it first on your blog, then share it to Linkedin. I cannot tell you statistically how your articles will do on Linkedin vs. your own blog, but I believe the odds are much better that you will share your blog over and over again and drive traffic to your own site, which is the name of the game, a capture more leads than if you just post on Linkedin. Also you have no portfolio of your own work on your own real estate, unless you track each article you write and document it and save the links. Also, if Linkedin ever changes direction you could lose all of your work if not well documented and saved. I think the better approach is write your original content on your own real estate and then share it to Linkedin and it remains your original content on your own property and nobody can take it away from you and you can do as you wish with it and mold it for lead generation or add video or do whatever design and formatting you wish with it. (This may be my 2nd comment, but I think my first comment did not post.) As many of you know we only share other content if it is original to our site (not published elsewhere or through RSS Syndication, if we share something like a press release that is posted elsewhere, we indicate the original source as well.) Sorry if a duplicate comment.
You make an excellent point about the value of controlling the future of your own content by keeping it on a site you maintain yourself. (Not surprising that a real estate professional has such insight into the risks of building on borrowed land!) The idea of hosting all of your articles in a single place where you theoretically can’t control whether or not they all just disappear one day is a content marketing nightmare!
Yes, a website is a property or real estate in my eyes. It is your land and you can develop it into whatever you want it to be. Everything about buildings relates to websites almost exactly. It would be a super bad nightmare, but I bet you most do it and never even think of their portfolio of work. When I blogged for other sites, I would save each blog in a file and also created a spreadsheet to manage them along with the URL where published. I would bet if I go back to those lists the URL are gone and/or not redirected. I find that happens so much. Once a site is changed or updated, the redirects are ignored which is so sad.
It has always been my philosophy to publish on my own site, with some exceptions and share those posts to Linkedin, but not put original content I create on Linkedin first, but rather on my own site and then share it out. I get authors who write posts on Linkedin all of the time and then come to me to also republish them on my blog. I turn them down and say I do not republish any content from Linkedin to my site, but if they have content on their own site, I am happy to syndicate through RSS and insure that post is still referenced as their original post, NOT our post. Maybe I am wrong, but if it is on Linkedin I do not believe in copying back to a blog, but the opposite. What do you think? Write it on your blog then share it to Linkedin. I am even wondering if you can republish to Linkedin articles, but reference the original source? Not sure that is a good idea either. Would love feedback on that one.
You raise some really good questions here – would love to hear what some of our other readers think about cross-publishing content!
We love cross publishing, so long as it is done thoughtfully and with the idea that the content belongs to the author and they should get the credit for it. I have run into other sites taking blogs I have written along with the credit and that is just so wrong.