How to Post on LinkedIn Pulse

Posting an article on LinkedIn is one of the most effective ways to build your professional brand and share your expertise with a massive network. This guide walks you through exactly how to publish a LinkedIn Pulse article, from finding the Write article button to formatting your content for maximum impact and reach.

So, What Exactly is a LinkedIn Article?

Think of a LinkedIn article (formerly known as a LinkedIn Pulse article) as your own personal blog hosted directly on the platform. It's a space for long-form content, allowing you to share deep insights, complex ideas, and detailed stories in a way that's just not possible with a standard status update.

You might be wondering, "Why bother writing an article when I can just post a short update?" Here's why it matters:

• Visibility and Longevity: While a status update has a short lifespan in the feed, a LinkedIn article remains prominently on your profile indefinitely. It's a lasting asset that new connections and profile visitors can discover weeks, months, or even years later.
• Establish Authority: Anyone can share a link or a quick thought. Taking the time to write a well-researched, insightful article positions you as a thought leader and an expert in your field. It shows, rather than tells, what you know.
• Reach Beyond Your Network: The LinkedIn algorithm can recommend your article to users outside your immediate network if it gains traction. Your content might be shown to people who share similar interests or follow relevant hashtags, significantly expanding your audience. To learn more about how to effectively promote your business on LinkedIn, explore our dedicated resources.
• Drives Deeper Engagement: Articles provide the space to build a real argument, tell a compelling story, or offer a detailed tutorial. This level of substance encourages more meaningful comments and discussions compared to a simple update.

How to Post on LinkedIn Pulse: A Step-by-Step Guide

Ready to get started? Here's the play-by-play for publishing your first article. It's easier than you think.

Step 1: Find the "Write article" Button

LinkedIn has streamlined its interface, which is great, but it can also make finding things a bit tricky. Here's where to look:

1. Go to your LinkedIn homepage feed.
2. Look for the content creation box at the top, where you'd normally "Start a post."
3. Below the text area, you will see a few icons. Click on "Write article." This will take you to LinkedIn's publishing tool.

If you don't see it there, you can also often find it by creating a post and clicking the "+" icon for more options.

Step 2: Add an Eye-Catching Header Image

Before you write a single word, upload your banner image. This visual is the first thing people see and will be used as the thumbnail image when your article is shared. First impressions count.

• Optimal Size: The recommended size is 744 x 400 pixels.
• Content: Your image should be high-quality and relevant to your article's topic. Avoid anything blurry or overly "stocky." Feel free to add your article title to the image using a tool like Canva for a more polished look.
• Sources: If you don't have a custom image, head to sites like Unsplash or Pexels for professional, royalty-free photos.

To add it, just click the "Upload from computer" area at the top of the editor.

Step 3: Craft a Banger of a Headline

Your headline is a promise to the reader. It defines whether they click or scroll past. Spend time on this, it's arguably the most important part of your article.

• Be Clear and Direct: Your reader should know exactly what the article is about. Ambiguity kills clicks.
• Use Keywords: Think about what terms your target audience might be searching for on LinkedIn and include them naturally in your headline.
• Try a Proven Formula: Listicles ("7 Ways to improve..."), how-to guides ("How to Master..."), or question-based headlines ("Are You Making This Common Leadership Mistake?") perform consistently well.

Example Headline: Instead of "My Thoughts on Marketing," try "5 SEO Marketing Mistakes That Are Costing You Leads." The second one is specific, promises a tangible benefit, and creates curiosity.

Step 4: Write and Format Your Content

Now, it's time to write. As you do, focus on structure and readability. A giant wall of text is intimidating. Break things down to make your ideas easy to digest.

Use Formatting to Your Advantage

LinkedIn's editor gives you a simple toolbar for formatting. Use Bolds, Italics, Headings, and Blockquotes to create visual hierarchy and guide the reader’s eye.

• Headings: Use the "H1" and "H2" options (LinkedIn calls them Headline and Sub-headline respectively) to break your article into logical sections. This makes it skimmable and easier to follow.
• Lists: Use bulleted or numbered lists (like this one!) to present information concisely. They are fantastic for breaking up long paragraphs and highlighting important points.
• Blockquotes: Use the quote icon to pull out a powerful sentence or a C-level quote. It visually interrupts the text and adds emphasis.

Add Rich Media

Don't just rely on text. LinkedIn's editor allows you to embed various types of media directly into your article, making it more dynamic and engaging.

• Images: Add relevant screenshots, charts, or photos throughout your text. To add an image, click the little square icon that appears on the left when you start a new line.
• Videos: You can embed videos from YouTube, Vimeo, and more. Just copy the video’s URL and paste it on a new line.
• Slides &, Snippets: Embed presentations from SlideShare or code snippets from GitHub Gists using the same method.

Step 5: Hit Publish (and Tell the World)

Once you're happy with your draft, click the blue "Next" button in the top right corner. This takes you to the final publishing screen. Don't just hit "Publish" yet!

You'll see a preview of how your article will appear in the feed. This part is critical. LinkedIn prompts you to write a short introductory post to go along with your article link. Take this seriously.

1. Write a compelling description: Pull people in. Ask a question, share a surprising statistic from the article, or explain why you wrote it. Don't just summarize the title.
2. Add relevant hashtags: Include 3-5 hashtags that are relevant to your topic and audience. This helps LinkedIn categorize your content and show it to interested users. Think about keywords your ideal reader might follow (e.g., #contentmarketing, #personalbranding, #leadership).
3. Tag relevant connections (sparingly): If you mention someone or a company respectfully in your article, you can @tag them in your introductory post. Use this as an opportunity for genuine connection rather than spammy promotion.

Once you’ve crafted your intro post, click the "Publish" button. Congratulations, your work is live!

Beyond Publishing: Best Practices to Maximize Your Reach

Writing and publishing is only half the battle. Follow these tips to make sure your hard work gets the attention it deserves.

Know and Write for Your Specific Audience

Stop trying to appeal to everyone. Before you write, ask yourself: Who am I trying to reach? What are their professional pain points? What unique insight or solution can I offer them? Content that tries to be for everybody often resonates with nobody.

Promote Your Article Beyond LinkedIn

Don't assume the LinkedIn algorithm will do all the work. Share your article across your other social media channels, in your email newsletter, or in relevant online communities. The initial traffic you send can provide the momentum needed for LinkedIn to start showing it to a wider audience.

End with a Clear Call to Action (CTA)

Tell your readers what to do next. A good article shouldn't just end, it should start a conversation or lead to the next step.

• Encourage Comments: End by asking a question related to your article. For example, "What are your biggest challenges with remote team management? Let me know in the comments below."
• Drive Traffic: If relevant, link to a resource on your website, a related blog post, or a service you offer.
• Ask for Follows: A simple "If you found this helpful, follow me for more insights on [your topic]" can be very effective.

Engage with Every Single Comment

When people take the time to comment on your article, respond. Answer their questions, thank them for their input, and keep the discussion alive. Not only is this great for relationship-building, but the increased activity signals to the LinkedIn algorithm that your content is valuable and engaging.

Final Thoughts

Publishing articles on LinkedIn is a powerful way to establish your professional authority, connect with your audience, and build your brand. By following these steps and best practices, you can move beyond simple status updates and start sharing valuable, long-form content that gets noticed and delivers real results for your career or business.

Of course, once your article is live, promoting it is the next step. Keeping track of sharing it on X, Facebook, and Instagram - while customizing captions for each - can be a chore. This is exactly where we find Postbase invaluable for our own content. We can line up all our promotional posts in our visual calendar, ensure everything goes out at the right time, and keep everything organized in one place without jumping between a million tabs.