In business and in life, you are what you portray to people. Professionally, this means if you are an expert or a professional, you need to show people what makes you an expert. You don’t wait for people to ask. You take the lead. It’s called thought leadership for a reason. 

If you don’t have a blog, you might consider your professional profile your platform for sharing your thoughts and expertise. For example, in my public relations and communications business, LinkedIn makeovers and storytelling are something I do well. So I’ve written about both, not just here but on LinkedIn, too. 

Start on your home page.

Where do you write the article? Go to your home page, not your profile. At the very top, you will see where you can share an update or “Write an article;” click on that.

Give your article a headline.

You want a complete yet succinct thought, not a label. A label would be “teachers and class pets.” A headline would be “How teachers use class pets to promote STEM learning.”

You also want to tell the reader what they can expect to gain. Say you are a career coach and you want to write about the top mistakes people make in job interviews. 

Find art for your article.

Next, I like to plug in the art for my articles. You might have the perfect photo, but if you don’t, don’t worry. To find royalty-free photos on a variety of subjects, go to or

Write your article.

Your headline might change during the writing process, and that’s OK and even a good thing.

Aim for no longer than 1,000 words. As far as length, keeping to 500-700 is generally best. If you find your article is much longer, think about how you can break it up into different thoughts — and get more articles as a result. Hyperlinks to other articles can also help you keep your word count in check. You can link to outside reading for those who want to dive deeper into your subject matter.

Drop-in subheads.

You want people to read your article, so make sure doesn’t look long and overwhelming. Drop-in subheads to break up long stretches of gray text. Imagine how this column would look if the different tips ran together versus being set off by bolded and numbered subheads. 

Edit your article.

Now it’s time to edit your article. I recommend stepping away from it for a day or at least a few hours after writing. Note that you can save your article in drafts, and it won’t appear to your network until you hit “publish.” When you sit down with fresh eyes to edit, I encourage you to read your article out loud; that’s always how I find mistakes like dropped words and grammar goofs. 

Publish and socialize your article.

You are ready to publish your article. Hit publish. But you’re not finished yet. Use hashtags to capture the attention of those who follow certain terms like “career development” or “resumes.”

Link your article to your profile.

You want to sure connections can always find your article, so copy and paste the link to your profile. Think of it like how you can pin a tweet to the top of your Twitter account. Just click to edit those areas and you will see a “Media” section and hyperlink to link your article. You will see a thumbnail of the art you chose for your story. When people click on this image, they will be taken to your story. Nice, right?

Bonus tip: When clients and prospects ask you questions that are answered by your articles, send a short response and invite them to read more, linking to your past articles. And then enjoy some found time and (hopefully) new business.  

Write About Trending Topics

Find trending topics for your LinkedIn articles. Posts on current topics get more noticed, rank higher in search engines and quickly go viral. To find trending topics, a number of tools can be utilized. Google trend: An excellent tool to discover new trendy search terms and topics.

Social Networks: Social networking websites such as Facebook and Twitter are a great way to hunt for current trends.

Include Compelling Subheadings

Organize your article into paragraphs/sections and utilize subheadings to add more value. Sections help break up large chunks of text making the article easier to read. Gripping subheadings is the most useful technique in strategic content writing.

Pay strong attention to craft eye-catching subheadings with SEO keywords to get more clicks for your LinkedIn article.

Use LinkedIn Analytics to Boost Your Performance

LinkedIn analytics tools help you understand your potential readers better with detailed demographics. Optimize your marketing campaign by leveraging this amazing tool:

  • Discovers top keywords
  • Measures engagement trends
  • Discovers audience demographic
  • Identifies the best day and time to publish an article
  • Measure your LinkedIn Performance

A Final Word

The article platform of LinkedIn provides the perfect opportunity to share your knowledge and expand your professional network. Writing quality content on LinkedIn will significantly expand your influence and strengthen your brand. Considering some time to make sure your LinkedIn articles are professional and well written will make them stand out resulting in a highly efficient and effective social media strategy.