Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its users to educate themselves. In other words, LinkedIn allows you to create and publish articles natively on their platform. Thus, you can expand your reach and offer your readers a native way to consume your content.

To get started, visit your LinkedIn profile and click the “Write an article” button. 

Can’t find it? It's right there, have a look.

Now you can configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish! Of course, we won't leave you here. Follow some of the basic principles to keep in mind when publishing articles on LinkedIn.

How to effectively write articles on LinkedIn

Below are some of the key principles, but to figure out how to nail it will be your job. One thing will work for my audience, while another thing will work for yours. Try and learn.

1. Optimise the article for mobile

‍This is crucial. Almost 60% of LinkedIn users visit this platform using their Smartphones. Your articles should, therefore, be separated into subsections (using subheadings), because otherwise your article will be difficult to read. Judge for yourself. Which one of these articles is easier to read?

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2. Add visuals to increase user experience

Some people remember information better when it's visualised. In fact, the human brain is able to process images 60,000 times faster than text. Taking this into consideration, you really should include graphics in your article. Make the user experience better by using numbers, stats and key information in an infographic.

3. Set up your profile properly

You shall not forget about your profile itself. You as the author will be listed both on the top and the bottom of the article. It is important, when someone clicks through to your profile, to have everything properly set up: profile picture, work experience, skills and endorsements, other articles that you've written – yes, it's not about posting one piece of content and then taking a break – and the number and quality of your connections. This all will play an important role when you're trying to build your personal image or the image of your business. Again, see for yourself:

4. Stay responsive to comments, likes and shares

Last but not least, stay responsive. There is nothing worse than putting so much energy into creating engagement with your audience and then ignoring their comments, likes or shares. If you write a quality piece of content and spread it effectively around, you will for sure be awarded by high engagement. Make sure to be responsive – answer comments, create dialogues, follow up with users that shared or liked your article and invite them to connect, so that next time when you create another great article, they see it right on their feed.