Why and How to Use LinkedIn Articles for Content Marketing (With Real Examples)

LinkedIn offers unique opportunities for digital marketers to reach new audiences, drive authentic conversations, and provide an inside look at their company culture, projects, and problem solving. With long-form articles, employees can be empowered to share their ideas to create a more impactful content strategy.

When re-using content from another channel, companies should consider if the article can still stand alone on LinkedIn and add value even without clicking through. Promotional or company-focused content should focus on educating the reader in some way, and product announcements should be shared as links in a status update.

When cross-linking content, share the problem and why it matters on LinkedIn, and link to the solution on a company-owned property. Posts should aim to make the takeaways obvious to the reader and provide tactical tips to the audience. Incorporating long-form articles into your content strategy yields significant benefits for both the employee and the company.