Build Brand Authority with LinkedIn Articles

LinkedIn articles are essentially blog posts that reach a professional audience. You can share articles on any topic, but learning how to write LinkedIn articles to build brand authority is essential for networking, generating leads, and making a great first impression. With some skill and refinement, your profile could become a library of industry updates and advice.

Start Strong

As you learn how to write LinkedIn articles to build brand authority, the first step is grabbing your readers' attention. Strong introductions make your followers want to stop scrolling and learn more. Humorous lines, surprising statistics, inspirational quotes, and personal stories are popular hooks, but you can get creative and develop your tactics. Whatever the case, remember that you only have seconds to draw them in.

Polish Your Work

Before publishing your article, have an editor review your work for filler, repetition, spelling errors, and grammar issues. LinkedIn readers expect crisp, professional writing, but a major error could throw off their concentration. Likewise, use headers to break up the content and make it easier to scan.

Review the Facts

When creating a brand identity online, few things are more embarrassing than accidentally sharing false information. Once somebody points out the inaccuracy, others will start to distrust your content. This is particularly damaging if you're making claims about your business's income or achievements. People might also speculate that you're sharing AI-generated content without reviewing it first, which is controversial in its own right.

Before you share a post, double-check your facts with reliable sources. Avoid social media posts, forums, and personal blogs. Instead, use university websites, government organizations, and scholarly journals. If possible, include references in your article to back up your statements.

When discussing internal data, it might seem safe to assume that nobody will know the difference. However, you never know when a leak could occur or if a former employee might correct you. Always double-check private information, such as sales figures and hiring stats, to maintain your reputation.

Offer Advice

You don't have to be a wealthy CEO to give advice. You've probably learned much about running a business since you launched your company. Think about your failures, achievements, missteps, and goals, then figure out how to incorporate this into a blog post. You could write an entire series that covers various topics, such as finding suppliers, hiring employees, and marketing your products.

Similarly, consider ways that you've navigated current events. In 2020, business owners searched for advice about staying afloat during the pandemic. Consider the existing climate, then discuss your techniques for saving money, helping employees, or maintaining customer loyalty.

Share Case Studies

Case studies help readers understand your point more clearly and subtly highlight your experience and achievements. As you write, think about real-life events that relate to the topic. Maybe you tackled a difficult project, stayed afloat during a recession, or found a new way to optimize customer service. When you incorporate this story into your article, people will remember and apply the scenario to their workplaces.

Engage with Others

Engaging with others gives you an extra marketing boost. When people leave comments on your articles, take time to write thoughtful replies. This leaves people feeling good about your company, and you might even spark a business relationship. You'll also share knowledge that could help everyone succeed in the industry.

If you're noticing low engagement rates, ask a question at the end of your article to spark discussion. Examples include "Can you relate to this situation?" and "What's your biggest tip for saving money this year?" Most people enjoy sharing their opinions and insights. When you can't think of a creative response, simply thanking them for their feedback is enough.

You could also cross-post your article in groups and other social media platforms. Include a quick summary that incites people to read the article, then invite them to comment and share the post with their friends.

Include Visuals

Readers typically notice graphics before they read the full article. An informative chart, clean infographic, or relevant illustration could attract viewers and highlight your data knowledge. Plus, you could reuse these assets on other social media profiles.

Update Regularly

Once blogging, aim for at least a few articles a month. This updates your profile with fresh, relevant information and lets everyone know you're still active. Eventually, you'll have a diverse library of articles that could attract thousands of readers.

Avoid Advertisements

Nobody wants to view advertisements on any platform, but LinkedIn users are particularly knowledgeable about marketing techniques. If you upload a blog titled "10 Reasons Why You Need Our Cookware in Your Life," they'll probably scroll past without a second thought. Instead of blatantly advertising your business, you'll need to subtly introduce the concept.

Adding a call to action is one popular technique. At the end of an article, try inviting readers to follow your profile or check out your website for more. You could even mention your business if it's relevant to the topic. For example, if you publish an article about cookware innovations, you could mention that your products use the latest materials.

Articles also provide several interlinking opportunities. Incorporating them seamlessly into the text will give readers a nudge in the right direction without mentioning your brand. To boost your visibility, add links to product pages or related blog posts.

Optimize Your Website

Once you've learned how to write LinkedIn articles to build brand authority, people will start checking out your website to learn more about your business. Find out how to improve SEO for SMBs to make it easier for clients to find your website. Common techniques include adding keywords, updating your meta tags, and polishing your Google My Business profile.

E-Marketing Associates offers a wide range of products and services for small businesses, including social media management, website design, reputation management, and ADA compliance. Schedule a call today to learn more.