Best Practices For Writing Great LinkedIn Articles Made For Your Company Page

Writing LinkedIn Articles for Your Company Page

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You’ve been busy creating and writing LinkedIn articles and posts for your personal page but have you been accidentally neglecting your company’s page?

LinkedIn has come up with a few important updates in recent years. One of the most interesting updates from last year was the ability to write and post LinkedIn articles on company and organization pages. There are some pros and cons when it comes to posting on your company page. So here is what you need to know before you decide to start creating LinkedIn articles or other content for your company page.

Why are LinkedIn articles important to have on your company page?

LinkedIn company pages are a great place to grow your business’s brand awareness. If you think about Twitter, for example, corporate accounts sometimes have just as many, if not more, followers than individual influencers and companies or brands often go viral. Wendy’s has 3.8 million followers on Twitter and Amtrak recently went viral just posting the word “trains” as a Tweet.

While LinkedIn isn’t about short and snarky tweets, company pages and postings still have their place. LinkedIn is much more focused on legitimate thought leadership and providing industry expertise. LinkedIn is the only social media platform that currently allows companies and brands to post long form content. So now that company pages can create their own LinkedIn articles, companies can use these LinkedIn articles to showcase their thought leadership and extend their reach, find new followers, and generally promote their brand.

The potential downside with company LinkedIn articles

There is one problem with LinkedIn company pages as a whole. Company pages tend not to perform as well as individual profiles on LinkedIn, even if they are posting the same content. When I say “don’t do as well,” I mean that company posts don’t typically reach as many people and don’t typically get as much engagement even if the company page has more followers than someone’s personal page.

A Refine Labs study recently confirmed this. Sharing content through personal rather than company pages drove 2.75 times more impressions and 5 times more engagement. I don’t know if the increased engagement from personal profiles is because LinkedIn users prefer to engage more with content coming from individuals, or if LinkedIn’s algorithm doesn’t prioritize posts coming from corporate accounts on the feed but where you post does make a difference.

Should I still make LinkedIn articles for my business page?

Yes, you absolutely should. I recommend that you create content that is optimized for your own personal page and for your company page. Content for both can be incredibly useful and knowing that your personal page will almost certainly get more engagement will help you decide what content is best suited for either page.

Your company page is still going to be a great for generating new leads and cultivating brand awareness and trust. Plus, search engines like Google will still link out to the LinkedIn articles on your company page when people search for relevant information. The Refine Labs study noted that while engagement is lower, SEO does not seem to be affected. LinkedIn has also said that they want companies to writing and posting LinkedIn articles so creating articles would absolutely not be detrimental to your company page.

So expect to see less overall engagement and reach with your company page, but plan out key posts that target your audiences and highlight your company. Research your audience to create your content strategy. If you know what they want and expect from you (and your company,) your content will go much further—both on your company page and your personal page.

BY ROMAN ZELICHENKO

BY ROMAN ZELICHENKO

Roman is an immigration lawyer, the founder of an immigration tech startup called LaborLess, a LinkedIn coach, writer and speaker.

I help immigration businesses around the world level up their brands, enhance their LinkedIn and YouTube presence and grow through original written content, LinkedIn coaching, YouTube coaching and other strategic consulting.

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