How to Write an Article on LinkedIn

LinkedIn Articles are one of the platform’s most underutilized tools for building authority, but getting started can feel intimidating. If you have valuable knowledge to share, publishing articles is a powerful way to stand out from the noise of the main feed and establish yourself as an expert in your field. This guide will walk you through everything you need to know, from brainstorming winning ideas to formatting your content and promoting it for maximum impact.

Why Write a LinkedIn Article vs. a Post?

You might be wondering, "Why not just put this in a regular post?" While posts are great for quick updates and sparking immediate engagement, articles offer distinct advantages that make them a worthy investment of your time.

• Long-Form Value: Articles give you the space to cover a topic in depth. You aren't limited by character counts, so you can fully explain complex ideas, share detailed case studies, or provide a comprehensive step-by-step tutorial. This is where you build true thought leadership.
• SEO Benefits: Unlike posts that vanish into the feed, LinkedIn Articles are indexed by Google. This means someone searching for solutions to a problem on Google could find your article, driving traffic and building your authority beyond the LinkedIn platform.
• A Permanent Asset: Your articles live on your profile indefinitely under the "Articles" tab. They become part of a professional portfolio that a potential client, employer, or partner can browse to see your expertise on display.
• Professional Credibility: Publishing well-written, insightful articles sends a clear signal that you are a serious professional who is invested in your industry. It elevates your profile above those who only share fleeting updates.

Step 1: Brainstorming Ideas That Resonate

The best LinkedIn articles solve a problem, offer a new perspective, or share a relatable experience. Before you write a single word, you need an idea that connects with a professional audience. Staring at a blank page is the hardest part, so here are some proven methods to find your next great topic.

Answer Common Questions

What questions do you get asked constantly by clients, customers, or colleagues? Every one of those questions is a potential article topic. If people are asking you in person, you can bet they're searching for the answer online.

• "What's the biggest mistake people make when..."
• "How do I get started with..."
• "What’s the difference between X and Y?"

Share a Personal Story or Lesson

Personal narratives create powerful connections. Think about a significant challenge you overcame, a mistake that taught you an important lesson, or a key turning point in your career. Frame your story around a universally applicable takeaway that your audience can learn from. People connect with vulnerability and authenticity.

Example: "The Firing That Changed My Career: 3 Lessons I Learned About Resilience"

Break Down an Industry Trend

Is there a new technology, a recent market shift, or a controversial topic everyone in your industry has an opinion on, but most don’t take the time to articulate it clearly? Be the person who explains what it is, why it matters, and what it means for the future. You become the go-to resource for understanding what’s happening.

Repurpose Your Existing Content

You don't always have to reinvent the wheel. If you've already created valuable content elsewhere, an article is the perfect way to expand on it. Did you record a podcast, create a tutorial video, or give a presentation? Turn the key points into a detailed article. This introduces your best ideas to a new audience and gives them a different format to consume it in.

Step 2: Crafting a Headline They Can’t Ignore

Your headline is the single most important part of your article. It’s what makes someone stop scrolling and decide to click. A weak headline means even the best article will go unread. Your goal is to be clear, compelling, and make a strong promise to the reader. Clickbait is tempting, but trust is more important in a professional context. Focus on clarity and benefit.

Proven Headline Formulas:

• The "How-To" Headline: A timeless classic that promises a solution.
  Example: "How to Build a Content Calendar That Actually Works"
• The List Headline: Numbers are specific and make the content feel digestible and organized.
  Example: "7 Unconventional Networking Tips for Introverts"
• The "Mistake" Headline: People are motivated to avoid errors, making this a powerful angle.
  Example: "The 3 Biggest Mistakes New Managers Make in Their First 90 Days"
• The "Guide" Headline: Positions your article as a definitive resource.
  Example: "The Ultimate Guide to Writing Effective Project Proposals"

Step 3: Structuring Your Article for Readability

Writing for the web is different than writing a college paper. People scan. They skim. They look for key takeaways. Your job is to make your article as easy to read as possible, so your valuable insights actually land. An intimidating wall of text will send people clicking away in seconds.

Hook Them in the First Two Sentences

The introduction is your second chance (after the headline) to convince someone to keep reading. Start with a relatable problem, a surprising statistic, a bold statement, or a question that piques their curiosity. Get straight to the point and tell them what benefits they'll get from reading your article.

Use Subheadings Liberally

Break your article into logical sections using clear, descriptive headings (like the ones in this post!). A reader should be able to skim your subheadings and get a general idea of what your article is about. Think of them as a roadmap for your content.

Keep Paragraphs Short

No paragraph should be longer than 3-4 lines. Seriously. Short paragraphs create white space, which makes the text feel less dense and more inviting on both desktop and mobile screens. This one change can dramatically improve engagement.

Leverage Formatting Tools

Use bold to emphasize key phrases. Use italics for a light touch of stress or for quoting sources. Use bulleted lists (

) and numbered lists (

) to break up information and make it easy to digest. Use blockquotes to call out powerful quotes or data points.

Add a Strong Visual Header

Every LinkedIn article needs a header image. This image appears on your profile and at the top of an article when people click on it. It’s your visual handshake. Choose a high-resolution, professional-looking image that is relevant to your topic. The recommended dimensions are 1920x1080 pixels. Tools like Canva or Unsplash are fantastic resources for creating or finding great images.

Include a Call-to-Action (CTA)

What do you want your reader to do after finishing your article? Don't leave them hanging. Your conclusion should include a clear CTA.

• Ask a question: Prompt a conversation in the comments. Instead of "What do you think?" try something more specific like, "What's one tactic from this list you're going to try this week?"
• Drive them to your profile: "Follow me for more insights on marketing and brand building."
• Invite connection: "If you're a founder navigating this space, I'd love to connect."

Step 4: The Publishing Process, Step-by-Step

Once your draft is ready, publishing it on LinkedIn is straightforward.

1. On your LinkedIn homepage, look for the "Start a post" box at the top of your feed. Below it, click on "Write article."
2. This will open the LinkedIn Publishing editor, a clean, simple interface.
3. Add Your Header Image: Click the banner at the top to upload your 1920x1080 px image.
4. Add Your Headline: Paste your final, attention-grabbing headline into the "Headline" field.
5. Paste Your Body Text: Copy and paste your article content from your word processor into the "Write here" section. All your formatting should carry over, but it’s always good to do a quick scan to adjust lists, bolding, and headings.
6. Preview and Publish: When everything looks good, click the "Next" button in the top right. Here, you'll be prompted to write a short introductory post to share the article with your network. Add relevant hashtags, then hit "Publish."

Step 5: Promote Your Article After You Publish

Your work isn't done after you hit "Publish." The most successful articles are actively promoted.

Engage with Every Comment

When someone takes the time to comment on your article, honor that by responding. Answer their questions and acknowledge their feedback. This engagement signals to the LinkedIn algorithm that your content is valuable, which can boost its reach. It also builds community and goodwill with your readers.

Share it in Relevant Groups

Are you part of any LinkedIn Groups related to your industry or topic? Share your article there. Be sure to follow the group's rules on promotion and frame it as a helpful resource rather than a self-serving post.

Link it From Other Content

Are you posting a video or a text-based post on a related topic later in the week? Add a line like, "I wrote a more detailed article on this topic here" and link to your piece. This helps drive long-term traffic to it.

Add it to your Email Signature

Add a link to your latest (or most popular) article in your email signature. It's a simple, passive way to get more eyeballs on your best work.

Final Thoughts

Writing articles on LinkedIn is a marathon, not a sprint. Consistently sharing your knowledge through structured, readable, and valuable content is how you build a reputation as a trusted voice in your industry. Success hinges on a compelling idea, readable formatting, and a proactive promotion strategy.

Devoting time to thoughtful, long-form writing is a commitment. That's why we rely on Postbase to streamline our social media content plan. By scheduling our promotional posts across every network from one visual calendar, we reclaim valuable time and mental space. This allows us to focus on strategic planning and writing the kind of high-value articles that connect deeply with our audience.