Ep. 332: How to Write Engaging LinkedIn Articles (and Why You Should)

Writing for LinkedIn

Who should listen: Small business owners who want to know how to write articles for LinkedIn that will boost their credibility and attract potential clients.

Key idea: Potential clients are using LinkedIn to find out more about the professionals they may hire. Make sure your profile includes expertly written articles that will make you more credible than your competitors.

Action item: This week, apply the advice discussed in this episode to write and post an article on LinkedIn.

The content you find on LinkedIn isn’t like the content you find on other social media platforms—nor should it be. Content on LinkedIn fulfills a different purpose, appeals to a different audience, and satisfies a different need. Consequently, writing for LinkedIn requires a different approach when compared to other social media platforms.

While Facebook, Instagram, TikTok, and other platforms mostly appeal to users who are looking for brief posts that give them a quick hit of . . . well, almost anything . . . the LinkedIn audience is looking for content that covers relevant subjects more studiously. LinkedIn users want well-written, well-researched, and thoughtful content that is relevant to their understanding of what’s important to business and what can help them progress in their careers.

In this week’s Silver Dollar episode, we discuss the advantages of marketing your business on LinkedIn, the type of content you should consider posting, and tips for how to write and post on LinkedIn. However, in these show notes, we review the advice we offer about the type of content that works well to position you as an authority and prompts reader engagement.

LinkedIn content suggestions

With LinkedIn, you can author longer articles that allow you to cover a subject in more detail than what most other platforms will accommodate. As a result, you have an opportunity to demonstrate your expertise and provide substantial value. What follows are content suggestions that allow you to do both.

Thought leadership

Don’t let the term intimidate you. Content that builds thought leadership is simply content that demonstrates you have knowledge and expertise on a topic or in a particular area or field.

When writing for LinkedIn, choose a subject with which you feel comfortable and experienced. Then write a well-thought-out article with ideas you can support with evidence. You can use a variety of cited facts and numbers, observed experiences, personal anecdotes, noted examples, and quotations from respected sources.

Industry insights

If you’re a real estate agent, you have no shortage of ideas or opinions to share about what’s going on in the industry. If you’re a member of a different industry, you’re undoubtedly aware of developments that are just as consequential to your peers as the housing inventory is to agents.

What are professionals in your field discussing online and at the water cooler? What topics do your industry publications address? Have you listened to a podcast episode by an influencer in your area that made you think? Are other people in your profession commenting on LinkedIn?

All these are fodder for a LinkedIn article that can take an opposing view, elaborate on what you’ve heard or read, or spark new thoughts on a related subject.

Local developments

Whether local means your community, town, city, state, or region, is there something going on that affects the audience you are trying to reach? If so, then consider penning an article. Including quotes from those directly involved would be especially relevant and effective.

Discussion prompts

Few people pass on an opportunity to voice their opinions, which is especially helpful if you are looking to spark engagement. 😏

Consider creating a poll with questions that offer value to your audience. If you’re a real estate agent, would it be helpful for your audience to know what others thought about transactions funded with cryptocurrency? (You may find out that your audience doesn’t know much about the subject, in which case you’ve got a thought-leadership article waiting to be written!)

Please enjoy this episode, and we’d certainly appreciate it if you would give us a 5-star rating and leave a review on Apple Podcasts. (Not sure how to leave a review? Click here.)

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