Deciding between posting a LinkedIn Article or a standard Post hinges on various factors such as the content depth, specific goals for that content piece, and the desired engagement from your network. Both formats have distinct strategic roles.
In essence, a LinkedIn Post is tailored for short-form, immediate content that directly appears in users’ feeds. Posts have character limitations, making them suitable for sharing quick insights, posing engaging questions, highlighting achievements, or providing brief commentary with a link. Posts excel in encouraging rapid engagement and visibility within the LinkedIn feed, as the algorithm tends to prioritize them for sparking instant reactions and driving conversations in the comments section.
Conversely, a LinkedIn Article is geared towards long-form, evergreen content. It is crafted using LinkedIn’s dedicated publishing platform, akin to a conventional blogging tool. Articles offer enhanced formatting options like a main headline, a cover image, subheadings, embedded media, and a significantly higher word count. The primary benefits of an Article include permanent display in a dedicated “Articles” section on your profile, showcasing your expertise, and being searchable by external search engines such as Google. This makes Articles more suitable for long-term Search Engine Optimization (SEO) and establishing a repository of foundational thought leadership content.
To summarize the key disparities: Posts are preferable for generating immediate, widespread reach and quick interactions within the LinkedIn feed, while Articles typically have a slower start but boast a longer lifespan due to search engine discoverability both on and off LinkedIn. Posts are casual and transient, while Articles are structured, enduring assets.
An effective strategy involves utilizing both formats simultaneously. You can compose a comprehensive, informative Article on a significant industry topic and create a distinct, engaging Post summarizing key insights from the Article, directing followers to read the full content. This approach leverages the Post for immediate visibility and traffic redirection to the authoritative, in-depth Article.
Employ Posts for daily or weekly interactions, conversations, and brief insights, and reserve Articles for cornerstone, detailed thought leadership content designed as enduring resources.
Best regards,
Sean