How to Publish Articles on LinkedIn

Beyond the quick updates tumbling down your feed, LinkedIn offers an invaluable content tool that many professionals overlook: the LinkedIn Article. Unlike a standard post that disappears in a few days, an article is a permanent piece of long-form content that positions you as an authority in your field. This guide will walk you through exactly how to publish articles on LinkedIn, from the technical steps to the strategies that will get your work noticed.

First Things First: LinkedIn Article vs. LinkedIn Post

Before we get into the "how," let's clear up a common point of confusion. What's the real difference between posting an update and publishing an article? Knowing which to use, and when, is fundamental to a smart LinkedIn strategy.

A LinkedIn Post is for short-form, in-feed content. Think of it like a status update. It's great for:

• Sharing quick thoughts or company news.
• Asking engaging questions to your network.
• Celebrating a win or sharing a behind-the-scenes photo.
• Sharing a link to an external site (like your latest blog post).

Posts are limited to 3,000 characters and are designed for immediate engagement. They are ephemeral and live in the fast-moving feed. While they can get great traction, their lifespan is relatively short.

A LinkedIn Article is for long-form, evergreen content. Think of it as a blog post that lives directly on your LinkedIn profile. It's the perfect format for:

• Deep dives into your area of expertise.
• Sharing comprehensive guides, tutorials, or case studies.
• Expressing a well-researched opinion or thought leadership piece.
• Creating a permanent portfolio of your best insights and work.

Articles have no character limit, allow for rich formatting (like headers, quotes, and embedded media), and are indexed by Google. This means your LinkedIn Article can show up in search results outside of LinkedIn, giving it a much longer shelf life and helping people discover you while searching for your topics of expertise.

In short: use posts for conversation and articles for authority.

A Step-by-Step Guide to Publishing Your First LinkedIn Article

Ready to get started? The publishing process itself is straightforward. Here’s how you can go from blank page to published expert.

Step 1: Start Writing Your Article

From your LinkedIn home page, look for the 'Start a post' box at the top of your feed. Just below it, you'll see a button that says "Write article." Click that to open the LinkedIn Publishing editor.

Step 2: Master the Editor Interface

You're now looking at a clean, simple editor. Let's break down the key components you need to build a visually appealing and professional-looking article.

The Cover Image

Your article begins with a cover image. This is the first thing people see when your article is shared, so make it count.

• Dimensions: The recommended size is 744 x 400 pixels.
• Content: Avoid generic stock photos. Use a high-quality, relevant image. You can add your article title to the image using a simple tool like Canva to make it look even more polished. Your goal is to create a visual that is both professional and attention-grabbing.

The Headline

Your headline has one job: convince someone to click. Don't rush this part. A weak headline means even the best article will go unread.

• Boring Headline is a Bad Headline: "My Thoughts on Marketing"
• A Better Headline: "5 Common Marketing Mistakes Small Businesses Make (And How to Fix Them)"

A great headline is specific, promises a benefit to the reader, and creates curiosity. Consider using numbers, asking a question, or directly addressing a pain point your audience experiences.

The Body and Formatting Tools

This is where you'll write your content. As you type, you'll see a simple formatting toolbar appear when you highlight text. You can use this to:

• Create Headings: Use the H1 and H2 options to break your article into sections. This is critical for making your content scannable.
• Emphasize Text: Use bolding, italics, or underlining to highlight important points.
• Use Blockquotes: The quote feature is great for pulling out impactful statements or adding testimonials.
• Create Lists: Use numbered and bulleted lists to break up long paragraphs and present information clearly.

At the bottom of the editor, you'll find an icon to add media. This lets you embed images, videos (from YouTube, Vimeo, etc.), presentation slides, or even code snippets directly into your article, making it a richer multimedia experience.

7 Strategies for Writing LinkedIn Articles That People Actually Read

Hitting the publish button is easy. Getting people to read, engage, and remember your work takes strategy. Here are seven tips to elevate your writing from good to exceptional.

1. Write for an Audience of One

Don't try to write for "everyone on LinkedIn." Instead, picture a single person - your ideal client, customer, or professional peer. What are their specific challenges? What questions do they have? What knowledge would genuinely help them in their role? When you write for one person, your writing becomes more focused, personal, and valuable.

2. Focus on Value, Not Just Volume

Resist the urge to rehash the same generic advice everyone else is sharing. The best articles are rooted in genuine experience. Share a unique perspective, tell a personal story from your career, break down a complex project you worked on, or offer a contrarian view on a trending topic. Ask yourself: What can I share that comes directly from my experience?

3. Structure for Scanners

Online readers rarely read every single word. They scan. Make your article easy for them by using:

• Short paragraphs: Aim for 3-4 sentences per paragraph.
• Clear subheadings (H2s): Guide readers through the article's structure.
• Bulleted lists: Perfect for summarizing key points or steps.
• Bolding: Make your most important phrases stand out.

4. Tell a Story

Facts and data can inform, but stories connect. Frame your advice within a narrative. Start with a relatable problem, share a story of a client you helped, or walk the reader through a failure you learned from. Humans are wired for stories, and they make your content far more memorable and engaging.

5. Add a Clear Call-to-Action (CTA)

Don't leave your readers hanging at the end. Tell them what you want them to do next. Your CTA doesn't have to be a hard sell, it can be as simple as asking a question.

Example CTAs:

• "What's the biggest challenge you face with [your topic]? Share your thoughts in the comments below!"
• "If you found this helpful, follow me for more weekly insights on [your industry]."
• "For a deeper look, you can download my free guide to [topic] here." (Link to your website)

6. Give Your Existing Content a Second Life

You don't always need to start from scratch. Repurposing is a smart way to get more mileage out of the work you've already done.

• Did you write a popular blog post on your company's website? Adapt it into a LinkedIn Article.
• Did you give a presentation recently? Turn your key talking points and slides into an article.
• Do you have a pillar piece of content like an e-book? Break off a chapter and publish it as an article to give people a preview of the value inside.

7. Don't Neglect SEO

Because LinkedIn Articles are indexed by Google, think about the keywords your target audience might use to find information on your topic. Naturally, include these keywords in your headline, subheadings, and body text. This increases the chances of your article showing up in search results months or even years after you publish it, driving continuous traffic to your profile.

How to Promote Your Article After You Hit "Publish"

Your work isn't done once the article is live. Great content deserves great promotion. Here's a simple checklist to maximize your article's reach.

1. Share it as an Engaging Post: After you publish, LinkedIn will prompt you to share your article in a post. Don't just paste the link and title. Write a thoughtful introduction. Pull out a juicy quote, summarize the main problem it solves, or ask a provocative question related to the topic.

2. Be Active in the Comments: For the first few hours after publishing, make a point to monitor your post and reply to every single comment. This not only builds community but also signals to the LinkedIn algorithm that your content is valuable, which helps it get shown to more people.

3. Feature It on Your Profile: Head to your profile and add your best articles to the "Featured" section. This acts as a permanent showcase for anyone who visits your profile, immediately demonstrating your expertise.

4. Share in Relevant Groups (Thoughtfully): Find active LinkedIn Groups where your target audience hangs out. Share your article there, but don't just "link drop." Introduce it by explaining why you think it would be valuable to that specific community and invite discussion.

5. Cross-Promote on Other Channels: Did you just post an epic guide? Let your followers on other social platforms know about it. Share a link with your email list. The more roads you build to your article, the more traffic it will get.

Final Thoughts

Publishing LinkedIn Articles is a strategic play for building authority, generating leads, and creating a lasting library of your professional knowledge. By moving beyond simple posts and committing to sharing your deepest expertise, you invest in your personal brand in a way that pays dividends long after you hit publish.

Once your article is live, the work of sharing it and your other social content begins. To help keep everything organized without feeling overwhelmed, we built Postbase with a clean, visual calendar that lets you see your entire content strategy at a glance. You can schedule promotional posts across all your platforms in one go, helping you get your hard work seen by more people without constantly jumping between different apps.