Articles or updates: A LinkedIn primer for content marketing. LinkedIn even surpassed Facebook as the social platform of choice among B2B marketers in 2015, according to last year’s Social Media Marketing Industry report from Social Media Examiner. While you’re allowed to include images with your updates, this tactic is best used for short messages and trying to direct traffic back to your website through your network connections. Articles On the other hand, publishing an article is essentially writing a blog on LinkedIn Pulse, a platform solely for posting and reading long(er)-form content. Published articles are attributed to individuals, so it’s vital to align these posts with updates from your company page. This is where articles and updates work best together. This is where you can share any assets you have on your website, company updates and job postings. By using both of these functions, you will create a strong presence on LinkedIn for both your personal and company page.” Publishing articles is worth your time If you’re already devoting significant amounts of time and effort to perfecting your official blog, you may be wary of adding another item to your to-do list via LinkedIn Pulse articles. Establishing value and relevance with this audience through articles is much more likely to get them to click away from LinkedIn and onto your website than simply sharing updates. However, sharing updates is still an important piece of the puzzle, and can help you better align articles with your brand.
For content marketing professionals looking to target high-ranking decision–makers on social media, it’s no contest.
Data from the latest Fortune Social Register showed 70 percent of CEOs use only one social media network. Unsurprisingly, LinkedIn is the clear winner – it’s the platform of choice for a majority of executives.
LinkedIn even surpassed Facebook as the social platform of choice among B2B marketers in 2015, according to last year’s Social Media Marketing Industry report from Social Media Examiner. While 30 percent of B2B marketing pros cited Facebook as most important to their work, 41 percent opted for LinkedIn. What’s more, 21 percent of B2C marketers said the same.
So the question is less where you should promote your content than how. More to the point: Should you publish articles on LinkedIn itself or share links to your official website?
Updates vs. articles
As evidenced by the sheer number of posts on LinkedIn explaining the differences between sharing updates and publishing articles, it’s clear many users have failed to understand the distinction.
Update
Put simply, sharing links through an update on your LinkedIn page is similar to posting links on other social media platforms, such as Facebook and Twitter. While you’re allowed to include images with your updates, this tactic is best used for short messages and trying to direct traffic back to your website through your network connections.
Updates are also handy for sharing third-party content you want to comment on or respond to. Plus, since updates work in a similar fashion to other social posts, you can easily repurpose them to share on other platforms.
Articles
On the other hand, publishing an article is essentially writing a blog on LinkedIn Pulse, a platform solely for posting and reading long(er)-form content. LinkedIn renamed “posts” as “articles” fairly recently in an attempt to clear up confusion.
Published articles are attributed to individuals, so it’s vital to align these posts with updates from your company page. This is where articles and updates work best together.
In addition…
COMMENTS