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.
What is a LinkedIn article?
LinkedIn articles are simply blog posts on LinkedIn under the LinkedIn Publishing ecosystem:
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 #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:
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.
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.
Next, you’d want to press the “Write an article” button on your Status Update 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
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:
Ideally, you shouldn’t post header images that are:
The writing space in your LinkedIn Publishing dashboard starts off with your headline, which is…where your headline is.
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.
Over here, you can simply click on the empty space, and start writing:
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:
It basically gives you the ability to add a few functions to your blog post:
The Image button lets you add an image to your blog post.
To do this, click on the function button, then click on Image.
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:
Or you can click on Upload from computer and upload your image the traditional way.
Once you’ve selected the image, click on Open and you’re all set.
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:
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:
Now, click on the first icon on the left to align the image 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:
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:
Although this is the default option that comes when you upload your image, this is actually the 3rd option in the image control button:
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:
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:
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:
Next, you’ll see a URL box pop up on your 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:
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.
If you’re trying to upload a YouTube video into your LinkedIn article, the first step is to go to the video on YouTube:
Next, you’d want to click on the Share button on the bottom right:
A modal popup should appear, showing you a link:
If you want to share the entire video, then just copy the link by clicking the COPY button on the right.
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:
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:
Once you’re done, click on the COPY button, and then go back to your LinkedIn article dashboard.
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
Then, click on the Share button on the bottom right hand corner:
Next, a modal popup window will appear:
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.
Paste The Video Link
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?
With the link that we’ve earlier obtained, we need to now paste them into the box:
Then, press Enter.
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.
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.
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:
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.
Suppose I wanted to upload a SlideShare on my LinkedIn article, I’d firstly go the specific SlideShare first.
Next, you’d want to look for the Share button on the left hand corner, below the SlideShare:
Once you click on the Share button, a popup window will appear:
Next, you’ll need to scroll down to the section that says “Link” and copy the link there:
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:
Next, you’d want to click on the Share button:
A modal window will popup, showing you the link to share your Prezi:
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?
With the links that we’ve copied, we have to insert it into the Share box like so:
Now, press Enter:
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:
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:
Then, we’d go back to the Links box, and paste the link that we’ve copied into the Link box:
Then, you’d want to press Enter:
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:
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.
Next, you’d want to go back to the highlighted text, and press Ctrl + K, or CMD + K if you’re using a Mac.
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:
Alternatively, you can use the link button in the text styling panel at the top of your LinkedIn article dashboard:
Simply highlight the text that you want to add a link to, and click on the Link button and add your links accordingly:
Next, let’s go in depth into the final Function in the Function button options – Snippets.
Snippets are exactly what it sounds like:
They are blocks that you can create, and look something like this:
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:
You should see the Snippet box pop up.
Next, you’d want to add in your content into the Snippet box.
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.
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:
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.
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:
Simply highlight the text, and select the right option for you at the top:
Besides simple text styling, LinkedIn also gives you the ability to style your text in bullet and number forms.
Selecting these options give you bullets and number lists accordingly:
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:
As you can see, clicking on the Quote button created a Quote box, and pushed our highlighted content to the center.
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.