In today’s digital age, as we scroll through the feed on our phones and laptops, there’s a constant battle for eyeballs. Images, articles, videos, headlines, and even ads continuously vie for our attention and clicks. But unlike in the past, it isn’t enough to grab a viewer’s attention. Rapid multiplication in content production and ingenious methods of content marketing have awakened an audience that values meaningful engagement. Beyond the limit of 140 characters exists the feature of LinkedIn articles – a way to establish relationships that last more than a glance. Many LinkedIn users and top LinkedIn brands frequently take to their keyboards to voice their thoughts, experiences, and advice. Publishing content on LinkedIn that is relevant to your professional circle gives you credibility and establishes you as a thought leader.

Now, you’re probably thinking that LinkedIn articles cannot be the same as writing regular blog posts; and you would be right. It can be particularly challenging to make space for newer, more refined thoughts if you’re already dealing with crunched timelines. To help you with that, here are some lesser-known secrets that can nudge you in the right direction of becoming a LinkedIn author.

1. Write what you know – and what others want to know

An aspiring content marketing strategy is based on research about what your audience and your peers are reading and writing and using it to shape what you write about. Remember, your LinkedIn connections are predominately made up of professional peers and freshers from the same – or similar – industries. When your article addresses a pain point that’s specific to your job, field, or position, chances are it will hit a chord with your fellow compadres. Similarly, newcomers will engage with your articles if they cover topics such as career advice, professional journeys, or changes in your field of work. An inviting topic, filtered and actionable information, and a balanced mixture of multimedia can make your LinkedIn articles engrossing and eventually help you build a following.

2. Make your writing accessible to your audience

Unless you’re writing well-accepted jargon for a very niche audience, it is best to write content marketing articles in an easy and straightforward manner. Using a professional yet conversational tone can help your articles strike a balanced note. And while writing short sentences is preferable, you can bend this rule a little if it helps propel your storytelling. Additionally, avoiding jargon (or explaining it if you are using it) can help you reach a broader audience. If you’re unsure whether your content is simple enough for your audience, try using the Flesch-Kincaid score. This tool ranks content on a scale of 1-100, a higher score indicating greater reading ease. And remember, a readable article is a shareable one.

3. Stick to an idea per paragraph

Structure your article in a way that encourages readers to explore its entirety. A simple way to do this is by sprinkling each paragraph with an idea. For example, if your article is a list of five steps, each step should encapsulate a distinct idea. While it is a rule of the thumb in content marketing to not disclose everything at once, you should also not repeat the same information throughout the text. Alternatively, you could use anecdotes or personal experiences to build the story in your article. These are almost always interesting to read and can offer a seamless way to provide the information you want to share with readers. Illustrating concepts with stories or examples can also help make your content more engaging.

4. Pay attention to the keywords

Before starting work on an article, it is advisable to do keyword research to identify the keywords or keyword phrases that your audience is looking for and with which you would want to be associated. Using a keyword research tool can help you shortlist relevant keywords – ideally with low-competition and high-volume searches. Apart from the keywords, make a note of the monthly searches and incorporate frequently occurring ones in your text. Of course, it isn’t enough to only know which keywords to use; strategic placement of these keywords can optimize your articles for search engines. There’s a lot more to learn about keyword targeting and how to use it correctly to make your content more visible.

5. Remember to include CTAs

LinkedIn is a platform to strike dialogues between like-minded individuals. With the right call to action, your next article can be a great conversation starter. A CTA is essentially the next step you want your readers to take; one that helps them learn more about you. Subtle integration of CTAs – such as redirecting readers to your website or giving them a link to your company’s social media – helps expand your network. Including CTAs two or three times and consistently can boost visibility and expand your reader base. Don’t hesitate to incorporate low-commitment CTAs in your content marketing strategy, such as liking or sharing your article. It could do a world of good for your readers and yourself.

Parting Words

Incorporating the tips outlined above might get you increased engagement on some posts and lukewarm responses on others, which brings us to a little secret. After hitting ‘publish’ on your LinkedIn article, monitor its performance to chart the future course. Your audience’s response is an advantageous asset in content marketing that can help you recognize trends that work – and correct a strategy that doesn’t. Fueled with this newfound knowledge, let your words create magic.

Contributors to this blog post – Saurabh Saxena, Sadaf  Zarreen, Sanchea Dsouza, Swapnil Adsul

Sources:

Social Media Worldwide – Blog post

Tips for creating LinkedIn posts that hook readers