How to Establish Thought Leadership with LinkedIn Articles

If you’re not publishing articles regularly on LinkedIn, we have a friendly PSA for you: 

🚨🚨 START PUBLISHING ARTICLES REGULARLY ON LINKEDIN 🚨🚨

Like, right now. 

Articles are one of the easiest (and free) ways to boost your brand, get eyes on your content, and solidify yourself as a serious thought leader in your respective industry. 

LinkedIn’s identity as a marketing behemoth has shifted dramatically over the last 5 years and if you want to stand out as a competitor, the days of passive participation are over. 

What’s the point of publishing on LinkedIn?

Gone are the days of slapping your resume onto LinkedIn, updating your profile once a quarter (if that), and essentially forgetting this platform. That’s so 2000-and-late. 

The LinkedIn of 2024 is a dominant marketing force for all professionals, especially in B2B marketing and sales. 

Every article you publish on LinkedIn should clearly answer one question: HOW DOES THIS ADD VALUE TO MY FOLLOWERS?

That’s LinkedIn’s whole vibe now. It’s all about adding value to your connections. Articles are a brilliant way to explore a topic more in-depth than in a regular LinkedIn post. Content is king, baby! Don’t get left behind. 

How do I write an article on LinkedIn?

Figuring out where to start can be daunting, but you don’t need to look further than your own LinkedIn profile for inspiration. 

Choose valuable, relevant content

Write what you know. When deciding what to write, select topics relevant to your career and your brand. What is happening in your industry? What should be happening in your industry? What gets your blood boiling in your profession? Write about it! 

If you’re still at a loss, scroll through your LinkedIn profile and look at the following for ideas: 

• Skills
• Skills
• Skills
• Skills
• See also: SKILLS

What do you bring to the table? Share your expertise. Your LinkedIn Articles aren’t an opportunity for self-promotion. Use each article as a platform to showcase your unique perspective and expertise in your field. 

Seize this invaluable opportunity to distinguish yourself as a thought leader in your industry. Don’t worry about “giving information away for free.” This antiquated view is the antithesis of thought leadership. 

Sharing your knowledge in appropriate portions establishes yourself as an expert and shows your connections that you’ve got chops. You’re giving them an excellent preview of what you have to offer when they hire you. 

Write a clear, catchy headline

It’s a delicate balance between catchy and clickbaity. Avoid the latter at all costs. A catchy headline is intriguing but also follows through on whatever carrot it’s dangling. Deliver on whatever your headline offers. 

Size does matter. For headlines that is. The optimal length for a headline is between 40 and 49 characters, but don’t overthink this one. 

A word of caution: Don’t substitute wit for substance. If you’ve fallen in love with a clever caption that doesn’t say what the article’s about, scrap it. It’s more important to be clear than clever if you can’t capture both. 

Storytelling sells 

“Those who tell the stories rule the world.” This wise Native American proverb is true in life and in B2B marketing. Storytelling allows you to harness a competitive edge by fostering connections with your readers. 

Find a way to share small, concise anecdotes to convey your point. No one likes an oversharer, so use an abundance of caution. It can take practice to determine the right balance, but it’s worth a calculated risk. 

Find your voice 

Finding your unique voice and tone for your brand is a tremendous asset for regular content creation like your LinkedIn Articles. Create a clear voice and point of view that’s aligned with your brand and your goals. Your voice can create continuity across your platforms, so use it well.

What’s the best format for LinkedIn articles?

Statistics indicate articles between 1,500 and 2,500 words get the most shares and attention on LinkedIn. That’s a lot of words, and our attention spans aren’t what they used to be. 

Formatting your LinkedIn Articles for an optimal reader experience is paramount. 

Use short paragraphs

Paragraphs should be no more than 2-3 sentences at most and include a line break after each, as it is more visually digestible. Do everything in your power to keep your reader on your page by making the text easier to read. Nearly 60% of LinkedIn’s users are mobile users, so long paragraphs can look even longer on a mobile device. Chop those paragraphs up because big, wordy blocks of text don’t get read. 

You probably skipped over that last paragraph, right?

Busted. 

But that’s our point. 

Short paragraphs (2-3 sentences at most) are easier to read and digest. Chop those paragraphs up with these tips: 

• Use subheaders to break up copy visually and divide your article into smaller topics
• Use bullet points when appropriate 😉
• Highlight individual sections by using bolded font (use this sparingly)
• Use short, punchy sentences. This isn’t a Dickens novel.

What makes a great LinkedIn article?

Writing a killer LinkedIn Article isn’t rocket science. As you implement our tips above, you’ll have a standout piece of content to share with your connections each month (or more!)

Your unique perspective and experience is what makes your LinkedIn Article truly great as you answer that overarching question: How does this add value to my followers?

Include an image

LinkedIn allows you to add a featured image to each article. You should absolutely do this. LinkedIn recommends that featured images be sized to 1920×1080 pixels, which you can easily do in Canva. 

Choose an eye-catching image relevant to your topic, that’s appropriate for a large audience.

Include a short bio

Your article on LinkedIn is available to the world, not just LinkedIn users thanks to the mighty, mighty SEO wizards at Google. Consider including a short, punchy bio at the end of each post with a link to your website. 

If you want to get real fancy, include a small branded image of yourself that links back to your site. 

Once you’ve created a solid article harnessing all of our stellar tips in this article, duplicate your article as a draft so you already have a killer template to work from each time you publish.

Create a writing routine

Consistency is important to your overall strategy. The more you write, the better you’ll get at implementing these tips. You’ll also consistently increase your brand awareness. Double win, right? 

Still not sure where to start?

Our Limelight copywriters must really love you. Here are 12 VALUABLE writing prompts for your next year of LinkedIn Articles: 

1. What advice would you give yourself on the first day of your current job?
2. Where is your industry headed in the next 10 years? How will it get there?
3. Who are the biggest thought leaders, rising stars, or key players to watch in your industry right now?
4. What is the number one skill you look for when hiring?
5. What would you do if you had to start all over in your career and why?
6. What was your most essential job, class, or experience that prepared you for your current job?
7. How do you build a strong professional network?
8. Why is personal development important to your industry? Give some examples. 
9. What is the importance of a mentor and how do you find one?
10. What are your best practical strategies for better time management and increased productivity?
11. What are the 5 most important skills every professional should develop?
12. Share several common workplace challenges and identify practical solutions for each. 

Book a call today

If you’d rather swallow a live hedgehog than write a LinkedIn Article, never fear. Our Limelight team can do it all for you (minus the hedgehog-swallowing) with our newest package: The LinkedIn Level-Up. So shiny. So new. So leveled ⬆.

If you’re ready to polish up your LinkedIn, book a call with us today to get a free quote.