Are You Making the Most of LinkedIn Long Form Posts?

For some time now, LinkedIn has offered users the opportunity to publish long-form posts on their profiles. For small businesses, this presents a fantastic way to reach potential customers and networking partners, helping to build a solid online reputation. When you publish a LinkedIn long-form post, your connections are notified, making it even more surprising that this feature is one of the least utilised marketing tools available.

What Are LinkedIn Long Form Posts?

When you sign into your LinkedIn profile, you’ll find an option called ‘Add a section to your profile’ where you can write and publish an article, referred to as a ‘Post’. This differs from a regular status update that appears on your public wall. Clicking on ‘Posts’ takes you to a simple word processing tool where you can create a long-form post. Here, you can add links, photos, videos, podcasts and other media—similar to how you would create a blog post.

The Benefits of LinkedIn Long Form Posts

LinkedIn long-form posts can reach a wider audience than just your immediate connections. In fact, they can be discovered by anyone using LinkedIn. Additionally, these posts are indexed by Google and other search engines, allowing them to be found by a broad audience of potential customers and connections.

By using long-form posts, you can build your credibility and establish yourself as an expert in your field. Writing articles that are relevant to your target audience allows you to give your business a voice that resonates with potential clients. Over time, these posts can attract a following, drawing in influencers, industry professionals and potential customers who are more likely to engage with your business. Unlike connections, your followers don’t need to send you a request—they can follow your posts and stay updated on your insights without being directly linked to you, greatly expanding your reach.

How to Make the Most of Your LinkedIn Long Form Posts

Like any form of online marketing, posting on LinkedIn requires a well-planned strategy. Done right, you can extend your reach beyond your immediate network.

Research Competitors: Start by observing what your competitors and others in your industry are posting. Take note of the responses they receive and use this insight to craft your own content. LinkedIn’s audience can be more specific and professional compared to other platforms, so understanding what works in your niche is essential.
Choose Relevant Topics: Pick topics that will resonate with your audience and be specific. Posts that jump from one subject to another without a clear focus are less likely to engage readers. Ask yourself, “What would my target market want to read?”
Quality Over Quantity: Don’t post for the sake of posting. It’s better to focus on quality rather than trying to push out content frequently. Only post when you have something valuable to share.
Craft a Strong Title: Titles are crucial on LinkedIn. When you publish a post, your connections are notified with the title—so make it strong and relevant. ‘How-to’ and list-based posts tend to perform well, whereas question-based posts are better suited for group discussions.
Incorporate Images: Just like on social media and blogs, posts with images or videos perform better. Research suggests that including up to eight images in a post can increase the likelihood of it being shared.
Post at the Right Time: Timing matters on LinkedIn. Since your connections receive instant notifications, when you post can impact how much engagement your content receives. Experiment with different times and days to see when your audience is most active. Thursdays are often a good day to start, but some industries perform well on weekends. Consistency is key—choose a schedule and stick to it.