Yes, it is possible to post articles on a LinkedIn Company Page. LinkedIn provides companies and organizations with the ability to create Company Pages that function similarly to individual profile pages. One of the key features of Company Pages is the ability to publish long-form articles and blog posts to share insights, announcements, thought leadership content, and more.
Posting articles on a LinkedIn Company Page can be a very effective way to build engagement and reach new audiences. LinkedIn currently has over 740 million members, providing a huge potential readership for content. Articles on Company Pages also benefit from LinkedIn’s content recommendations algorithm, enabling broader visibility and distribution for quality content.
There are a few key things to keep in mind when posting articles on LinkedIn Company Pages:
Getting Started
– To get started, you first need to create and verify a LinkedIn Company Page if you don’t already have one. This can be done from the LinkedIn website by going to My Company and selecting Create a Company Page.
– You’ll need to designate at least one employee as an Administrator of the page. This person will be able to post articles and other content.
– Once you have a verified Company Page, navigate to the Publishing panel under Admin Tools to begin creating articles. This is where you can draft, edit, schedule, and publish articles.
Article Guidelines
When publishing articles on LinkedIn, it’s important to follow their guidelines:
– Articles must be high quality, original content. Don’t simply repost content from your website or other channels.
– Length should be over 1,000 words to be designated as a true article by LinkedIn’s algorithm. This provides more opportunity to engage readers.
– Use relevant hashtags and keywords to make the article easily discoverable. Research keywords your audience would search for.
– Include rich media like images, videos, graphs, and embedded tweets to add visual interest.
– Use an informative, eye-catching headline to capture attention.
– Edit and proofread thoroughly before publishing.
Promoting Your Articles
To help your LinkedIn articles reach the right audience, be sure to actively promote them:
– Share the article post from your Company Page to your followers.
– Encourage employees to share the article with their own networks.
– Promote it through company email lists, social channels, etc.
– Run Sponsored Content campaigns to boost visibility.
– Repurpose the content into other formats like video or infographics.
– Post highlights or quotes from the article separately to continually refresh it.
Analyzing Performance
LinkedIn provides Company Page admins with robust analytics on articles and other content. Take advantage of these insights:
– Track views, reactions, comments, and shares to see what content resonates.
– See follower demographics like job role, industry, seniority to inform future content.
– Check impressions and click-through rates for Sponsored Content.
– Monitor how content spreads across search, feed, and email.
– Look at follower growth before and after publishing compelling articles.
Benefits of Posting Long-form Articles on LinkedIn
Posting long-form articles on your LinkedIn Company Page provides many benefits beyond increased visibility and reach. Here are some of the top advantages:
Demonstrate Thought Leadership
In-depth articles enable your company to showcase expertise and thought leadership on topics valuable to your industry. This provides credibility and establishes trust.
Improve SEO & Discoverability
Optimized articles boost SEO rankings by targeting keywords and providing quality content. They also appear in more LinkedIn member feeds.
Generate Leads & Interest
Articles allow you to include call-to-action buttons to drive conversions, like downloading a whitepaper or contacting sales.
Build Deeper Connections
An article gives LinkedIn members more opportunity to engage than a short post. Comments and likes build relationships.
Educate Your Audience
Articles allow room to teach readers, explain concepts in-depth, and provide actionable takeaways they appreciate.
Promote Products or Services
Use articles to creatively showcase your offerings through an insightful lens that provides unique value.
Establish Brand Awareness
Consistent publishing fosters brand familiarity and loyalty with current and potential customers.
Reinforce Company Culture
Let employees contribute articles highlighting what your company cares about and where your expertise lies.
Increase Employee Engagement
Employees take pride in being associated with a company that publishes high-quality content. It also helps attract talent.
Best Practices for Publishing on LinkedIn
To maximize the impact of your Company Page articles, keep these proven best practices in mind:
Choose The Right Topic
Select topics that are timely, relevant and genuinely useful for your target audience. Avoid self-promotional content.
Craft a Compelling Headline
Spend time wordsmithing a headline that sparks interest and urges the viewer to read more.
Hook Readers in the Introduction
Draw readers in quickly by starting with a surprising fact, question or story that connects to the topic.
Add Visual Elements
Break up long blocks of text with images, charts, videos, etc. This increases engagement.
Use an Informal but Professional Tone
Write conversationally but avoid using slang or being too promotional. Build rapport.
Make Content Skimmable
Use clear headings, subheads, lists and emphasis formatting to enable skimming.
Include a Clear Call-to-Action
Close with a specific request for readers to convert or engage, like scheduling a demo.
Optimize for SEO
Research target keywords and intentionally incorporate them throughout the article.
Promote Across Channels
Post snippets on social media and company blogs. Email subscribers a teaser.
Common Article Types to Consider
When developing ideas for articles, consider these popular formats that consistently perform well on LinkedIn:
Industry Trends & Analysis
Provide insights on developments in your industry: new tech, approaches, challenges, etc.
Listicles
Lists and roundups are highly scanable and sharable. Ex: 7 Ways to Reduce Churn
How-To Articles
Offer specific tactical advice to solve problems your audience faces.
Case Studies
Share a customer success story highlighting your products/services.
Q&As
Interview a company leader, client or influencer in your space.
Origins Story
Tell the founding story of your company: mission, evolution, milestones.
Event Coverage
Report on an industry conference, company retreat or other event.
Behind the Scenes
Provide a peek inside your company’s operations, teams or community initiatives.
Employee Profiles
Humanize your company by spotlighting individual team members.
Optimizing Publication Schedule and Frequency
Consistency is key when publishing LinkedIn articles. Follow these tips on cadence:
Aim for at Least 1 Article Per Week
Frequency keeps your content top of mind and builds loyalty with regular readers.
Experiment with Different Days/Times
Track when your audience is most active on LinkedIn to inform timing. Mornings often work well.
Balance Planned & Timely Content
Combine evergreen planned articles with posts reacting to current events.
Avoid Publishing Back to Back
Space out articles over the week. This prevents overwhelming followers’ feeds.
Use Scheduling Tools
Schedule articles in advance when possible. This maintains consistency if resources are limited.
Re-Share Older Articles
Resurface evergreen performing articles. Add a new intro tying it to what’s happening now.
Develop an Editorial Calendar
Map articles and publication dates in a calendar to guide planning and execution.
Formatting Articles to Stand Out
Formatting your articles deliberately can help them capture more attention in the LinkedIn feed:
Craft Eye-Catching Headlines
Use emotional words, numerals, questions, or urgency to pique interest.
Begin with a Powerful Opening
Draw readers in right away with a compelling stat, question, quote, anecdote, description, etc.
Break up Text with Subheads
Subheadings make articles more scannable and guides readers through key sections.
Share Examples and Anecdotes
Specific stories and examples make the article more memorable and personable.
Use Numbered and Bulleted Lists
Lists simplify complex topics into easy-to-digest segments.
Bold Key Terms and Takeaways
Bolding ensures readers notice and remember the most critical words and concepts.
Include Relevant Hashtags
Strategically insert hashtags related to your content topic to extend reach.
Incorporate Visual Elements
Images, infographics, videos, animations, etc. break up text and engage readers.
Close with a Clear CTA
End by motivating readers to take action by requesting likes, comments, shares, etc.
Leveraging LinkedIn Analytics
Analyzing how your LinkedIn articles perform provides valuable insights to improve future content. Use these metrics:
Total Views
The number of times members viewed your article. Aim for at least 100-500 views per post.
View Rate
The percentage of followers who viewed your post. Look for at least 10-30%.
Shares
The number of times members shared your article with their own networks.
Comments
The amount of discussion generated. Active comment sections demonstrate engagement.
Reactions
The number of likes and other reactions. This signals if the content resonated.
Click-Throughs
For posts with links, the rate and number of clicks measures interest level.
Follower Growth
Track follower count increases after high-performing articles.
Top Content
LinkedIn ranks your best-performing articles based on a composite algorithm.
Metric | Benchmark |
---|---|
Total Views | 100-500 per article |
View Rate | 10-30% of followers |
Shares | 5-20 per article |
Comments | 2-10 thoughtful comments |
Reactions | 5-15% reaction rate |
Click-Throughs | 10-30% on links |
Common LinkedIn Article Pitfalls to Avoid
When creating Company Page articles, sidestep these mistakes that could sabotage performance:
Too Promotional
Don’t make the article solely about your product or company. Offer wider value.
Poor Headline
Vague, boring headlines won’t attract interest. Spend time perfecting them.
No Visual Elements
Text-only articles have high abandonment rates. Include images, charts, etc.
Too Formal
Stiff, corporate language doesn’t connect emotionally. Use a conversational tone.
Lack of Proofreading
Typos, grammar issues and misinformation damage professional brand image.
Thin Content
Short, insubstantial articles won’t satisfy readers. Offer depth and substance.
Outdated Info
Old stats, references and stories make content seem stale and irrelevant.
Inconsistent Frequency
Sporadic publishing prevents building reader loyalty. Post regularly.
Poor Distribution
Don’t just publish and hope readers come. Proactively promote each article.
Tools to Streamline Article Creation
These tools can optimize and automate parts of the article writing and publishing process:
Grammarly
Automatically checks spelling, grammar and style errors. Helps polish drafts.
Hemingway Editor
Makes writing clearer and more concise through highlighting complex sentences, phrases, adverbs, and passive voice.
BuzzSumo
Discover trending content topics and viral articles through keyword research. Informs ideation.
Buffer
Easily schedule and publish articles on LinkedIn and other social channels in advance.
Canva
Quickly create eye-catching graphics and images to insert in articles.
Unsplash
Massive stock photo library with beautiful free high-resolution photography.
Hootsuite
Manage LinkedIn Company Page and schedule posts together with other social accounts in one dashboard.
Sprout Social
Analyze LinkedIn article performance and benchmark against competitors’ pages.
Tool | Use for Articles |
---|---|
Grammarly | Proofreading & polishing drafts |
Hemingway Editor | Simplifying sentences & phrasing |
BuzzSumo | Keyword research for topics |
Buffer | Scheduling publication |
Canva | Creating visual assets |
Unsplash | Finding free stock photos |
Hootsuite | Coordinating with social channels |
Sprout Social | Analyzing performance |
Conclusion
Publishing long-form articles on LinkedIn Company Pages is an extremely valuable practice for brands looking to engage audiences, demonstrate thought leadership, generate leads, and grow brand awareness.
With LinkedIn’s massive member base, articles have the potential for high visibility and readership. To maximize impact, focus on crafting high-quality content tailored to your followers’ interests, optimizing SEO, promoting articles across channels, analyzing performance data, and maintaining a consistent publishing cadence.
Avoiding common pitfalls like overly promotional or thin content will also boost results. Leveraging online tools can streamline creating and managing articles at scale. With a strategic approach, LinkedIn articles provide an unparalleled content marketing opportunity.