There’s no ignoring LinkedIn anymore - especially when 17 million are thought leaders, 180 million senior-level influencers, and 65 million business decision-makers. Not needless to say, it’s a platform where professionals come to share, learn, and grow their authority and credibility.
One of the best ways to do that? Writing LinkedIn articles.
In this blog, we’ll show you how to turn LinkedIn articles into a PR tool that builds your authority and gets your name in front of the right crowd.
Posted on October 29, 2024
LinkedIn articles aren’t just posts that disappear in the feed. They sit on your profile and appear to anyone who visits exactly what you know and why they should care. When people visit your profile, they can immediately see what you’ve written and, better yet, those articles can pop up in Google search results. That’s some serious visibility.
The best part is that you don’t necessarily have to be a big influencer to make an impact. Even without thousands of followers, LinkedIn gives you the tools to get your expertise out there.
Writing as a thought leader
Being a thought leader, beyond simply throwing out opinions, is about consistently offering valuable insights that help others understand your industry, solve problems, or gain new perspectives. LinkedIn articles serve as your megaphone.
The more you write about the topics that matter to your field, the more people start seeing you as a reliable expert.
Now, let’s dig into how to write articles that stick.
So how do you make sure your article isn’t just another scroll-by? You write something people need to read. It all starts with picking the right topic and then delivering it in a way that keeps people hooked.
Pick topics that resonate
First thing’s first: what’s the point of your article? You’re not writing for yourself - you’re writing for your audience. So what do they care about? Think beyond the basics and dig into subjects that spark interest.
Finding great topics:
Look at the buzz: What’s trending in your industry right now? Tap into hot topics.
Answer questions: What do people often ask you about? Write an article breaking it down.
Challenge ideas: Don’t be afraid to go against the grain. Controversy (when done right) gets people talking.
The more relevant and interesting your topic, the more likely it’ll grab attention and start conversations.
Write like you talk (sort of)
No one wants to read an article that sounds like a term paper. People want to feel like they’re having a conversation, not sitting through a lecture. Keep your language clear and straightforward. Talk like you would to a colleague - professionally, but naturally.
Forget about cramming your article full of big words. People on LinkedIn don’t have time to decode your sentences. Keep it simple. You’ll build connections faster when people can follow what you’re saying without any heavy lifting.
Structure matters more than you think
We’re all skimmers. No shame in that - it’s just how things work these days. So, to make sure your article gets read (or at least skimmed), you need a structure that’s easy on the eyes.
Make it easy to read:
Short paragraphs: Keep them quick and punchy.
Use subheadings: Break up the content so people can navigate it easily.
Bullet points: Lists help readers catch the main points without having to dig.
You’ll keep readers scrolling all the way to the end by making your article easy to digest.
Give real value, not fluff
Nobody likes reading an article that’s all flash and no substance. If your readers don’t walk away with something they can actually use, they’ll move on quickly - and they won’t come back.
Ways to deliver value:
Practical advice: Share steps or strategies that people can apply right away.
Real-life examples: Don’t just tell - show. Use case studies or personal stories to back up your points.
Clear takeaways: Highlight the key points so readers leave with a solid understanding.
LinkedIn articles can do a lot more than just show off your writing chops. They can become a powerful PR tool, position you as an expert, and get your name in front of the right people. But to make this happen, your articles need to be more than good - they need to be strategic.
Make your content shareable
The goal is for your network to see your article AND for their network to see it too. Shareable content spreads far and wide. But what makes people share something? It has to be either timely, helpful, or thought-provoking.
Tips to get more shares:
Catchy headlines: A great headline can make the difference between a scroll and a click.
Timeliness: Tie your article into current events or trends to give it a sense of urgency.
Strong opinions: Content that takes a stand often gets people talking (and sharing).
Engage with your audience
Writing an article is just half of it. Once it’s published, you need to jump into the comments and engage with people. LinkedIn is about connections. So when someone comments, don’t leave them hanging. Respond to their thoughts, ask questions, and keep the conversation going.
Engaging with your readers also tells LinkedIn’s algorithm that your article is active, which can lead to even greater visibility.
Even the best content won’t gain traction if no one sees it. That’s why posting at the right time is key. You want to post when your audience is most likely to be scrolling through LinkedIn, not when they’re off the clock.
Best times to post on LinkedIn
Several social media management firms like HubSpot conducted studies that agree Tuesdays to Thursdays are the best days to post on LinkedIn.
Buffer also offers specific times for each day considered optimal for engagement.
Mondays, Tuesdays, and Thursdays: 4 PM
Wednesday: 2 PM
Friday: 1 PM
Saturday: 10 PM
Sunday: 7 AM
Timing your post right can be the difference between 10 views and 1,000.
Also read: How to Use LinkedIn for B2B Lead Generation
LinkedIn articles are your way to build authority, connect with decision-makers, and grow your professional brand. The key is to write valuable, engaging content that speaks to your audience - and to keep at it consistently. When done strategically, LinkedIn articles can open doors, spark opportunities, and position you as a leader in your field.
If you’re ready to step up your LinkedIn and PR game, our team at Trelexa has got your back. We specialize in authority building strategies that get real results. Let us help you grow your authority, reach the right people, and stand out in the digital space. Book a consultation today.