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How to create a perfect LinkedIn article in 6 easy steps

You’ve maybe heard how LinkedIn is THE place these days to get known as an expert in your field?

You may have seen the recent statistics that:
LinkedIn currently has 303 million active monthly users, 40% of which visit the site daily.
LinkedIn is responsible for 80% of B2B leads from social media?


Twitter comes second, with nearly 13% of all social media leads, while the percentage of social media leads coming from Facebook is nearer to 7%.  Source: https://business.linkedin.com

So, what’s the difference between a post and an article?

Use “Post” an update when your message is short and maybe relates to curated content. If your message is longer than a few lines and is predominantly your own thoughts and ideas, use “Write an article.”

Articles should generally be longer than when using “Post,” which means they can be anywhere from about 400 words to over 2,000 and articles answer questions, explore an issue, and or provide a new insight to the reader.

Here are my 6 easy steps to creating a ‘perfect’ LinkedIn article: –

Step 1 – Choose a topic

What are the questions you are asked by your potential customers on a daily basis? You can guarantee that others will be thinking the same questions, but haven’t got round to asking them yet….

Consider the stages of your customer journey. Are there obstacles anywhere that your article could overcome?

Think about the 6 types of social media post:-

Educate, Inform, Inspire, Support, Convince, Entertain

If you usually write to convince wavering potential customers, why not consider crafting a more inspirational or supportive article?

LinkedIn posts where the headline poses a question perform less well however “How-to” and List-Style headlines, get more engagement. *

Step 2 – Follow a structure

The best articles follow a similar framework. Use Word (or similar) to plan out your article.

a) TITLE

Research shows* that the best performing title uses 40 and 49 characters. The headline or title for this article “How to create a LinkedIn article in 6 easy steps” is exactly 49 characters.

Top Tip Use a site such as https://www.lettercount.com/ to double check.

b) INTRODUCTION

Write this last, together with the conclusion, trust me, it works!

c) 5 SUB HEADINGS

Split your article into five headings in order to attract the greatest number of post views.*

Share your most important idea first and then write a few sentences explaining your thoughts in detail. Use personal examples or case studies to back up what you’re saying.

d) CONCLUSION

Wrap everything up in a few sentences. Don’t forget the call-to-action. What do you want the reader to do once they’ve finished reading?  Tell them! If you want the article to lead to a meeting,  explain how they can book one.

e) ADD YOUR BIO

Google indexes LinkedIn articles (read more here) ensure that you add your bio to the end of every article you post.

Step 3 – Check

Check everything! Grammar, spellings, hashtags, that the links work.  First impressions count just as much (maybe more?) online as in person.

Count how many words you’ve written, as research* suggests the longer the post, the more engagement you’ll get.

Posts between 1900 and 2000 words perform the best and gain the greatest number of post views, LinkedIn likes, LinkedIn comments, and LinkedIn Shares.*

Make your content readable for an 11-year-old (https://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_tests)

Top Tip Use a site such as https://readable.com to check.

If possible, get someone else to proofread it for you.  Maybe buddy up with another business and read each other’s articles?

Step 4 – Source attractive images.

Make your posts on LinkedIn visual, but it’s not recommended to add in videos that take the reader away from LinkedIn.

Research* shows that eight images is optimum.  I love Canva and highly recommend it for personalising stock photos to reflect your brand colours and adding your logo.

Step 5 – Post to LinkedIn

Know your audience, but as a general rule*, articles posted on a Thursday do best. What is your experience of when your customers and potential customers can be found on LinkedIn?

Step 6 – Shout about it

Pareto applies here, just as in the other areas of your business,  spend 20% of your time writing content and 80% of your time promoting it.  Here are a six suggestions: –

a) You could use LinkedIn messenger to send it out to people with a personalised note. e.g.

Dear {Insert first name},
I just published a new article that I think might interest you. It’s called, “{InsertTitle}.”
Here’s a link to it: {Insert Link}.
Please take a look, I look forward to your comments and feedback
Best wishes,
{Insert your name}

b) Share it as a post on LinkedIn

c) Update your email signature with the title of your article and the link.

d) Share it as a post on other platforms e.g. Facebook, Twitter etc.

e) Share it as an answer to forum or group discussions.

f) Turn it into an infographic.

One of the reasons that you are on LinkedIn may be to raise your profile, your brand and your ‘Like, Know and Trust’ factor.

LinkedIn can be about getting known as a thought-leader in your area of expertise, but it is also about building relationships with others.

The most important thing to remember about social media is that it is not always about promoting your business, but it is having conversations with people; just as if you were networking in a room, instead of online.  Your LinkedIn connections may be able to support you in what you do, they may require your services directly, or they may be able to recommend you to others.

The best way to use any social media platform is like a telephone, not a television; so respond daily to comments and feedback on your article, asking further questions to engage in discussion.

I’m really interested to know what you consider makes a ‘perfect’ LinkedIn article, so please let me know in the comments.

*https://okdork.com/linkedin-publishing-success/

So take this quick quiz to see if your LinkedIn profile is at ‘Rich tea’ (no icing) or Millionaire’s shortbread (chocolatey icing, rich and fulfilling).  There are 9 quick questions, each have 4 answers, so you may have to scroll down the page to see all the options.

ALSO if you’d like LinkedIn to win you more business, sign up for my free checklist and receive 10 days FREE email course to boost your LinkedIn profile and get my weekly  Top Tips every Tuesday.  You can unsubscribe at any time.

 

 

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