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LinkedIn Article : The Definitive Guide

A LinkedIn article is one of the best ways that you can market yourself on LinkedIn.

In this LinkedIn tutorial, we’ll take a look at the different steps that you can take to post a LinkedIn article.

Let’s begin!

What is a LinkedIn article?

LinkedIn articles are simply blog posts on LinkedIn under the LinkedIn Publishing ecosystem:

LinkedIn Article Ecosystem by LinkedIn

In other words, while LinkedIn Status updates are short form pieces of content that you can use to build engagement with your connections and followers, LinkedIn articles are long form pieces that spark insights, discussions in a more in-depth fashion.

Why Would You Post LinkedIn articles?

There are many reasons why you would post long form blog articles on LinkedIn, but when you think about it, it really comes down to 3 Key factors:

Reason to Write LinkedIn Article

Reason #1: Defining Your Narrative

Creating long form articles on LinkedIn is a great way to establish deeper relationships with your audience, beyond the traditional selling funnel.

Having the opportunity to blog to your network means that you can let them have an insight into your core story, which drives purchase and buying behavior.

Reason #2: Building Thought Leadership

Thought leadership, or having a unique, authentic voice, is another feature of posting long form content.

There’s just something about posting long form, in-depth articles that people can relate to, that delivers your brand voice in a way that short form content can hardly match.

When you master long form LinkedIn articles, thought leadership is a guaranteed.

Reason #3: Drive Business Results

Finally, posting long form content helps to create business results in the form of leads, enquiries, and partnerships.

When you post long form content, you get opportunities to drive action in your content, known as Call to Actions (this is beyond the scope of this article).

With these Call to Actions, you can then drop them throughout your article to drive your readers to take action on your offer etc.

Some Rules To Follow

Before you begin posting content on LinkedIn Publishing, it’s useful to know the rules that LinkedIn sets for authors:

LinkedIn’s Publishing Guidelines:

  • Content published on LinkedIn’s publishing platform remains your work. You own the rights to any original articles you publish.
  • You can request the deletion of your content from our platform at any time.
  • LinkedIn can distribute your content, annotate your content (e.g., to highlight that your views may not be the views of LinkedIn), and sell advertising on pages where your content appears.
  • Expect that your articles will be publicly available and can be shared.
  • Postings for job openings or for job opportunities don’t belong on our publishing platform. Learn more about posting a job on LinkedIn and the Premium Career account.
  • Advertisements and promotions for events, products, or services aren’t appropriate content for article publishing. Advertisements can be purchased using LinkedIn Marketing Solutions.
  • Remember to be professional and don’t post anything misleading, fraudulent, obscene, threatening, hateful, defamatory, discriminatory, or illegal.
  • You’re responsible for the content of your articles, including any harm caused by you to others, or harm caused to you through your use of this service.
  • LinkedIn may restrict, suspend, or terminate your LinkedIn account and/or disable your articles for any violation of the User Agreement. Please refer to our User Agreement for full details.
  • LinkedIn will disable accounts found using infringing content.
  • Please don’t publish anything you don’t have permission to share. This includes other people’s articles, things that you’ve found on the Internet, or content that belongs to your employer but not you. Most content on the Internet belongs to someone, and unless you have clear permission from the owner to share it, you shouldn’t include it in your articles. You can republish something that you have published somewhere else, as long as it is original content that you own the rights to.

Not Everyone has a Linkedin Publishing Account

For reasons unknown, perhaps for quality control, LinkedIn has not made publishing available to all users: 

Limitation to the access to post LinkedIn Article

But even if you can’t publish LinkedIn articles just yet – don’t fret.

Sharing good, consistent content will ensure that you get the LinkedIn Publishing function – eventually.

The Life Cycle Of A LinkedIn Article

In order to understand what LinkedIn articles are, let’s walk through the typical life cycle of a LinkedIn article.

For the purposes of this LinkedIn tutorial, let’s also walk through how we can create an actual LinkedIn article.

Let’s begin!

The LinkedIn Article Starts On The Status Update Window

The first thing that we’d need to do to get started is to head on over to our LinkedIn dashboard.

How Do You Start Writing Your LinkedIn Article

Next, you’d want to press the “Write an article” button on your Status Update Window.

Entering the LinkedIn Article Window

This should bring you to the LinkedIn Publishing Dashboard, which we’ll go cover in more detail now.

The Basics Of Your LinkedIn Publishing Dashboard

As you can see from your LinkedIn Publishing dashboard, it is really quite bare at the moment.

But let’s take a little bit of time to cover exactly where everything is, and some of the functions that you have at your disposal.

Your Header Image

Upload Your LinkedIn Article Header Image

This section that you see at the top of your LinkedIn Publishing dashboard is your Header image. It’s also the featured image (i.e. when people share this article, this is the image that will pop up).

For example, here’s the header image in one of the articles i’ve written:

Examples Of The LinkedIn Article That We Wrote

Ideally,  you shouldn’t post header images that are:

  • Blurry
  • Unprofessional
  • Uncredited

Your Headline 

Writing Your LinkedIn Article Headline

The writing space in your LinkedIn Publishing dashboard starts off with your headline, which is…where your headline is.

Where is Your LinkedIn Article Headline Showing

When you craft a headline, you’d want to make sure that it: 

  • Stands out 
  • Succinctly puts across your point
  • Includes a reason for the reader to read on (no click bait)

They say that people buy headlines – not the article – and it’s so true. You’d want to spend some time here to get it right.

The LinkedIn Publishing Writing Area

Your LinkedIn Publishing writing area is where the magic happens.

Where Can You Start Your LinkedIn Article

Over here, you can simply click on the empty space, and start writing:

Start Drafting Your LinkedIn Article

There are no limits to what you can include, from links, videos, images etc… the possibilities are endless.

This brings us to the next portion, which is the function button.

The function button

The function button is this rectangular button that you see on the left hand side of your LinkedIn Publishing editor:

Some Functions With The LinkedIn Article Window

It basically gives you the ability to add a few functions to your blog post:

Image

The Image button lets you add an image to your blog post.

To do this, click on the function button, then click on Image.

How Do You Add Image To Your LinkedIn Article

You’ll see a box turn up with the words: 

“Drop an image here, or Upload from computer”

It says what it means. You can either drag the image in:

Uploading An Image for Your LinkedIn Article

Or you can click on Upload from computer and upload your image the traditional way.

Upload an Image From Computer For Your LinkedIn Article

Once you’ve selected the image, click on Open and you’re all set.

Image Controls

So far, we’ve covered uploading an image, but what if we wanted to adjust the image to fit our post?

Luckily for us, LinkedIn has included a few image control options that we can use to adjust our image.

For the purposes of our tutorial, i’ll import some sample data:

Editing Your Image For Your LinkedIn Article

Shifting your image to the left

Say we’ll want to adjust the image to the left.

Firstly, we’ll want to hover over the image to reveal the image control options:

You just have to click on the image to reveal the image control options:

Editing Your LinkedIn Article Image Option

Now, click on the first icon on the left to align the image left:

Aligning Your LinkedIn Article Image To The Left

There you go! The image is now nicely aligned to the left.

Centralising your image

Let’s suppose that we want to centralise our image, what do we do?

Well, LinkedIn’s image control functions has an option for that too.

All you have to do is click on the second icon on the left too, from the image control options:

Centralizing Your LinkedIn Article Image

And the image is now nicely centralised!

Starting your image on a new line

Now, by default, when you upload your image on your LinkedIn article, you’ll find that the image appears totally on a new line, like so:

Ensuring Spacing Is Well Taken Care Of For Your LinkedIn Article Image

Although this is the default option that comes when you upload your image, this is actually the 3rd option in the image control button:

Quick Editing On Your LinkedIn Article Image

Blow up your image full width

Sometimes, you’d want to blow up your image full width of the LinkedIn article. 

For example, if you’d want to use an image to make a story more immersive, or to use the image as a section divider within your story, this option will come in handy.

The correct control is the 4th button on the LinkedIn image control options:

Enlarging Your Article Image

As you can see, the image “blow up” option really does blow up the image to fit the width of the entire blog post – so use it with caution, because if the image isn’t high resolution; it’s going to make the image really blurry!

Align Your Image Right

Finally, the image control options give you the ability to align your image right.

This is useful, again, if you’re trying to write an article that feels like a book or op-ed.

The correct function button, in this case, is the fifth button on the image control panel:

Aligning Your LinkedIn Article Image To The Right

The image right button really keeps everything neat and tidy, in my opinion!

Pro Tip: Tools don’t matter a thing if you’re not writing impactful stories and content that count. You can learn how to do exactly that in the LinkedInPedia Marketing Blog.

Adding a Link to your image

Most people aren’t aware that you can actually add a link to your image.

You might wonder: “But John, why do I need to add a link to my image?

Well, adding a link to your image can be beneficial from an SEO perspective.

It can also be a good way of crediting your images, or linking them to your main website or landing page.

To add a link to your image, reveal the image control panel, and click on the last button on the right:

Adding A Link To Your LinkedIn Article Image

Next, you’ll see a URL box pop up on your image:

A URL Link Will Appear On Your LinkedIn Article Image

You can then enter a link that you’d want to direct your readers to into this box.

Upload A Video

In order to improve the engagement and interactiveness of your LinkedIn article, the LinkedIn Publishing provides some really nifty tools at our disposal.

Amongst these tools is the Upload video tool.

Using this tool, you can easily upload a video to your LinkedIn article.

Click on the function button

In order to upload a video, you’d first have to click on the function button on the left of our LinkedIn article editor:

Upload A Video For Your LinkedIn Article

There’ll be a box that appears in your LinkedIn article editor, prompting you to add your video link.

As of this writing, LinkedIn currently supports YouTube and Vimeo as its main video sharing platform.

For YouTube:

If you’re trying to upload a YouTube video into your LinkedIn article, the first step is to go to the video on YouTube:

Upload a YouTube Video into Your LinkedIn Article

Next, you’d want to click on the Share button on the bottom right:

A modal popup should appear, showing you a link:

YouTube Video Pop Up Window For LinkedIn Article

If you want to share the entire video, then just copy the link by clicking the COPY button on the right.

Copy Link To Share On Your LinkedIn Article

If you’d want to start the video in your LinkedIn article from a certain timestamp (for e.g. 10 seconds into the video), then you’d have to click on the “Start at” box:

Decide the timestamp for your LinkedIn Article Video

Then, type in the your desired time for the video segment that you want to share.

For example, if I want to start the video at 10 seconds, i’d put: 

Deciding the loading time for Your YouTube Video on your LinkedIn Article

Once you’re done, click on the COPY button, and then go back to your LinkedIn article dashboard.

For Vimeo

If you’re trying to upload a Vimeo video, then you’d want to follow these instructions.

Firstly, go to the Vimeo video that you want to share:

Uploading your video link to LinkedIn

Upload Your Vimeo video on your LinkedIn Article

Then, click on the Share button on the bottom right hand corner:

Next, a modal popup window will appear:

Get The Link For You Vimeo Video and put it into your LinkedIn Article

The link that we need is on the top left hand corner.

Highlight the entire link URL, and hit Ctrl + C, or Cmd + C if you’re using a Mac.

Alternatively, you can right click on the link, and Copy the link.

Now, let’s head on over to the LinkedIn article dashboard.

Now that we have the links with us, it’s time to paste the link back into our video box.

Remember that earlier, we had this box to fill up?

Paste Your Vimeo video Link on Your LinkedIn Article

With the link that we’ve earlier obtained, we need to now paste them into the box:

LinkedIn Article | Vimeo Video | 2

Then, press Enter.

LinkedIn Article | Vimeo Video | 1

And your video is inserted!

Note: The process is the same for YouTube and Vimeo videos.

Make sure to test your video by clicking on the Play button.

Slides

LinkedIn Publishing also allows us to upload Slideshows and presentation decks to our LinkedIn articles.

Make sure your slides are hosted

The first thing you’ve have to make sure is that your files are currently hosted somewhere.

SlideShare or Prezi is a great place to upload your Slides to.

For the purposes of this tutorial, we won’t go in-depth about how you can upload your slides there; and we’ll assume that you already have Slides ready to go.

Enable The Slide Box Function

Firstly, start off by clicking on the Function button, and then the Slides button:

Creating Slides for your LinkedIn Article

The box for uploading your Slides will now show up.

Note that the box is asking for “slides link”.

This is the link that we’ll have to obtain from your Slides platform, whether it’s SlideShare or Prezi.

For SlideShare

Suppose I wanted to upload a SlideShare on my LinkedIn article, I’d firstly go the specific SlideShare first.

Using Slide Share To Create Your LinkedIn Article

Next, you’d want to look for the Share button on the left hand corner, below the SlideShare:

Locate The Share Button For Your LinkedIn Slideshare on Your LinkedIn Article

Once you click on the Share button, a popup window will appear:

LinkedIn Article | Slide Share | 1

Next, you’ll need to scroll down to the section that says “Link” and copy the link there:

LinkedIn Article | Slide Share | 2

Upload Your Prezi Presentations

Suppose you wanted to upload your Prezi Presentations. How would you do it?

Well, similar to SlideShare, you’d want to first go to your Prezi Presentation:

Using Prezi Presentations On Your LinkedIn Article

Next, you’d want to click on the Share button:

LinkedIn Article | Prezi | 1

A modal window will popup, showing you the link to share your Prezi:

LinkedIn Article | Prezi | 2

You’d want to copy this link, and go back to your LinkedIn article dashboard.

Adding your links to the Share box

Now that you have the links from either your SlideShare or your Prezi presentation, it’s time to add them to the Share box.

Remember this box that we’d earlier selected?

LinkedIn Article | Prezi | 3

With the links that we’ve copied, we have to insert it into the Share box like so:

LinkedIn Article | Prezi | 4

Now, press Enter:

LinkedIn Article | Prezi | 5

And there you have it! Your SlideShare is now uploaded.

Note: The process is the same for Prezi too. Just copy and paste the link, press Enter, and you’re good to go.

LinkedIn Publishing also allows you to add links to your article, which is a great way of driving traffic to your website or landing page through the platform.

Adding links to your content is really easy. But the key thing to note is that there are really 2 ways of going about adding links to your LinkedIn article.

Option #1: Using the Function button To Add a Link

The first option that you can use to add a link on your LinkedIn article is by using the Function button.

To do this, the first thing you’ll have to do is to click on the Function button, and then click on the Link button:

Adding Links Into Your LinkedIn Article | 1

You should see a link box pop up, asking you to “Paste A Link”

Assuming we have a link pointing back to LinkedInPedia, we’d add the copy the link from our browser:

Adding Links Into Your LinkedIn Article | 2

Then, we’d go back to the Links box, and paste the link that we’ve copied into the Link box:

Adding Links Into Your LinkedIn Article | 3

Then, you’d want to press Enter:

Adding Links Into Your LinkedIn Article | 4

And your link is created!

Option #2: Pressing Ctrl + K or CMD + K to add your links manually or button in the text style panel

The second method to add a link is mostly favored by us at LinkedInPedia when we want to insert a link in the middle of a sentence.

Let me explain.

Firstly, let’s choose a text that we’d want to add a link to:

Adding Links Into Your LinkedIn Article | 5

Let’s assume that I want to add a link to LinkedInPedia’s website with the highlighted text.

Similar to method 1, you’d want to copy LinkedInPedia’s website address first.

Adding Links Into Your LinkedIn Article | 6

Next, you’d want to go back to the highlighted text, and press Ctrl + K, or CMD + K if you’re using a Mac.

Adding Links Into Your LinkedIn Article | 7

As you can see, pressing Ctrl + K and CMD + K after highlighting the text that you want to add a link in is really useful, especially if you’re adding a link in the middle of text.

After adding in the link, press Apply, and the button is complete:

Adding Links Into Your LinkedIn Article | 8

Alternatively, you can use the link button in the text styling panel at the top of your LinkedIn article dashboard:

Adding Links Into Your LinkedIn Article | 9

Simply highlight the text that you want to add a link to, and click on the Link button and add your links accordingly:

Adding Links Into Your LinkedIn Article | 10

Next, let’s go in depth into the final Function in the Function button options – Snippets.

Snippets

Snippets are exactly what it sounds like:

They are blocks that you can create, and look something like this:

Using Snippets In Your LinkedIn Article | 1

You might want to add a snippet if: 

  • You’re trying to provide a condensed summary
  • There’s a piece of content you want to point out

Click On The Function Button

Click on The function button, and click on the Snippets button:

Using Snippets In Your LinkedIn Article | 2

You should see the Snippet box pop up.

Next, you’d want to add in your content into the Snippet box.

Using Snippets In Your LinkedIn Article | 3

And with that, your snippet box is complete!

Text Styling Panel

Let’s talk a little briefly about Writing and Editing Tools.

By default, LinkedIn Publishing offers you a few Writing and Editing Tools that you can use to edit your LinkedIn article with.

LinkedIn Article Text Styling Panel | 1

Headings

LinkedIn Article Text Styling Panel | 2

Headings give you the ability to change the headings of a specific text.

This in turns means that you get to structure your content in a much easier way.

When you click on the Headings button, you can choose from the dropdown the type of Heading that you want:

LinkedIn Article Text Styling Panel | 3

As you can see, LinkedIn offers you the option to change the text from Normal (which is normal text), or Heading 1 or 2.

Decide which heading is the most appropriate for you, and select it accordingly.

Pro Tip: Take note and try to use only 1 H1 in your LinkedIn article for SEO purposes.

Text Stylings

Next, we cover the Text Styling options.

LinkedIn offers you the ability to change and style your text with the usual Bold Italic, and Underline options:

LinkedIn Article Text Styling Panel | 4

Simply highlight the text, and select the right option for you at the top:

LinkedIn Article Text Styling Panel | 5

Point Forms

Besides simple text styling, LinkedIn also gives you the ability to style your text in bullet and number forms.

LinkedIn Article Text Styling Panel | 6

Selecting these options give you bullets and number lists accordingly:

LinkedIn Article Text Styling Panel | 7

Quotes

Next, let’s talk about quotes.

Often times, when it comes to writing your LinkedIn article, we often have to use quote boxes to quote someone.

That’s where LinkedIn’s quote boxes come in handy.

To start off with, you can select prexisting text, and click on the quotes button like so:

LinkedIn Article Text Styling Panel | 8

As you can see, clicking on the Quote button created a Quote box, and pushed our highlighted content to the center.

Conclusion

Now, I’d like to hear from you:

What do you think of this tutorial?

Or maybe you have a question for us about LinkedIn Publishing.

Either way, let me know by leaving a comment below right now, or by giving this article a thumbs up.

If you have any questions, do drop us an enquiry here.

Updated on November 8, 2018

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