Publishing Content

A substantial part of your profile will be the publishing section. It is vital that you use this section to publish content you care about and that represents your company. Ensure that your articles and other content you publish are 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!

So, with just a handful of article creation best practices, you’ve got a great chance of getting your message through. Here they are:

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

If a sentence in your article isn’t moving it forward, remove it. Describe the value of your business and your offerings. Show why your business makes the world a better place and take calculated risks.

  • Article titles should be between 30-49 characters 

Marketer Noah Kagan’s research found 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. Whether the LinkedIn algorithm favors articles with 8 images or readers subconsciously like articles with 8 images, results show that these articles outperform the rest.

  • Don’t include videos

Videos are great content pieces, 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 number of videos included.  

Sorry YouTubers.

  • Split the body text 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. A possible reason for this difference in performance is because how-to articles provide instant value to readers, whereas question posts attempt to answer questions that readers might not have.

  • 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 could give your content the boost it needs to go viral!