LinkedIn is a powerful platform that allows you to build your personal brand, inspire your professional circle and expand your network of contacts. However, to ensure that your posts start yielding results, we recommend focusing on a few basic principles. Our first recommendation is: Don’t follow tutorials like these. At least not literally. It can easily happen that you get lost in them and end up writing nothing. In the following article you will find our proven tips and recommendations on how to write a LinkedIn post.
Article content
- The ideal length of a LinkedIn post
- Visual of LinkedIn posts
- What to avoid when writing a LinkedIn post
- How to evaluate the success of a contribution
- LinkedIn post vs. article
Why does LinkedIn content make sense?
LinkedIn content is a tool to share your ideas, build your personal brand and reach new contacts and users. Professional but authentic posts can make you a recognized expert in your field, which often opens the door to collaborations and new clients. In addition, being a specialist also helps your SSI Index. Most important of all, however, is finding your own writing style first.
For example, someone writes a text “on the fly”, i.e. quickly and without editing, and only afterwards tweaks it. Another creates a text that is almost finished from the beginning and only tweaks the details. The key is not to stop at one word or sentence. This is a trap that can easily distract you from finishing the text. For example, determine the number of characters or words you want to achieve. This will motivate you to finish the LinkedIn post itself.
Try to be authentic when writing
Be yourself when writing posts on LinkedIn. If you’re writing for your personal profile, don’t use company turnover. You don’t even have to be that formal. It’s easiest to write from the first person, and that lends itself to personal profile posts. Also, share other posts and topics that you are really interested in and have great insight into. People on social media and especially on LinkedIn value authenticity and a personal tone. It’s what sets you apart from the rest.
Be concise and to the point
Nobody wants to read long posts. That’s why we have blogs on the website. LinkedIn posts need to be easy to read and the reader needs to be clear on what you wanted to convey. So avoid overly flowery descriptions and unnecessary digressions. Shorten long sentences and replace overly technical words with simpler synonyms. On the other hand, the paper need not be too short. The point is to share only as much as is necessary and for readers to understand the point of your post.
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Make sure the visuals are authentic
Visual elements have a good effect on the reach and engagement of LinkedIn posts. What type of content works best on LinkedIn? It’s tiles of four photos and short videos. At the same time, try to use as few graphics and as many human faces as possible – ideally your own. Posts on your personal profile should feel authentic not only textually but visually. Therefore, primarily share your content or your materials.
Tiles of 4 photos allow you to create an eye-catching post visual
What should you avoid when writing?
Many mistakes can be made when writing a post. In particular, avoid inserting links directly into the post and using irrelevant hashtags. Posts with hyperlinks have a lower reach and are not picked up by LinkedIn’s algorithm. This is because LinkedIn doesn’t want to take users off the platform. If you must post a link, put it in a comment. As for hashtags, only use ones that are widely used and that really relate to the topic of your post.
We are evaluating the success rate. What metrics to track?
Writing posts is not just about creativity, but also about measuring results. Track metrics like:
- How many people have seen the post?
- Engagement rate: how many likes, comments or shares did the post get?
- Reach: How does the post spread beyond your network?
- Click on the link: How many people clicked on the link you posted in the comments?
- Audience demographics: what are the people in what positions who follow you most often?
- Click on the profile: How many users have viewed your profile after reading it?
- Saving your contribution: How many people have saved the post
This data can help you improve your next marketing strategy and make your online marketing more effective. You’ll also be better able to select the topics your audience is most interested in.
LinkedIn post and article. What is the difference between them?
It is also important to distinguish when a post is appropriate and when an article is appropriate. LinkedIn posts are short, dynamic and ideal for quickly sharing ideas, updates or questions. They are often accompanied by images and videos. However, you can only add one type of visual. They have a wider reach, but their visibility drops quickly. They tend to be shorter and links reduce its reach. You also can’t format the text in any way.
On the other hand, articles encourage deeper analysis of topics, building professional authority and sharing valuable content with a longer shelf life – they can be found directly on the author’s profile. They can be formatted and you can embed links without reducing reach. They’re very similar to blog articles on the web – you can edit meta descriptions and meta titles. Creating a custom URL to help make the article searchable is also very convenient.
If you choose to publish articles as a newsletter, LinkedIn will notify all contacts in your network and subscribers to your articles. This will overcome your limited organic reach.
While posts aim for immediate interaction, articles serve more as a permanent source of information and a demonstration of expertise. By combining both formats, you can effectively reach your audience and build your personal brand.
LinkedIn newsletter allows you to bypass the limited organic reach of posts
Creating successful LinkedIn posts is not about blindly following rules and guidelines (not even this article). The important thing is to find your own way that works for you and allows you to regularly create content that engages your followers. Experiment, see what works, and most importantly, write – your authentic thoughts are what will get the most engagement on LinkedIn. Also, do you want to expand your circle of followers and get more leads that will lead to deals? Contact us.
