Publishing Content

A substantial part of your profile will be the publishing section. It is important that you use this section to publish content you care about and what your company represents. You want to keep your articles and other content you publish free of typos and errors. Your content shows your audience that you are knowledgeable and that you can clearly communicate your ideas. 

You don’t need to be an influencer with a massive number of followers to go viral on LinkedIn – only 669 of the top 10,000 posts since 2012 were written by LinkedIn influencers which is an incredible number. The possibility of going viral is over 90% likely with great content!

So, with just a few article creation best practices, you’ve got a good chance of getting your message through. 

  • Make each character count & put each word to good use. 

Describe the value of your business and your offerings. Show why your business makes the world a better place and take calculated risks.

  • Article title should be between 30-49 characters 

Marketer Noah Kagan’s research showed that 40 characters are what you should aim for regarding article titles. An article should feature exactly 8 images.

Any more or less than 8 articles will drop your post views. Whatever the reason, with the algorithm favoring 8 images or readers subconsciously liking articles with 8 images, results show that these articles outperform the rest.

  • Don’t include videos

Video is often a great way to go, but a LinkedIn article is not the spot to include them. Kagan found that articles with 0 videos performed the best, with a steady decline as you increase the amount of video included.  

Sorry YouTubers.

  • Split post into 5, 7, or 9 headings 

There’s a longstanding belief that content consumers subconsciously prefer odd numbers. Kagan’s findings support that belief. Whether you’re creating a list-style post or not, keep it to 5, 7, or 9 headings.

  • Opt for how-to & list posts

It’s widely known that these types of posts perform the best when it comes to LinkedIn. Kagan also found that how-to posts get almost 2x as many views as question posts.

  • Aim for long-form content- but not too long

Long-form content gets the most shares on LinkedIn. When it comes to content length, you should be aiming for long-form – but not too long-form. Results show 1900-word articles got the most shares, so aiming for between 1700 & 2100 words should give your content a boost.