LinkedIn Articles vs Blogging – which platform should you choose?

LinkedIn is a great networking platform and also very useful to establish yourself as an expert. This is particularly true if yours is a B2B company, i.e. your clients are other businesses. But should you substitute writing LinkedIn articles for writing blog posts on your own website? And if you do both, can you simply write 1 article and publish it on both, LinkedIn and your website? This blog posts endeavours to answer both questions.

Posting LinkedIn articles vs blogging on your own website

Let’s first talk about blogging vs LinkedIn articles. LinkedIn has a well-established article section, called LinkedIn Pulse. Until very recently, every time one of your connections published an article, you received a notification in your newsfeed making publishing articles a really popular way to provide relevant updates to your network. After the most recent update, LinkedIn no longer adds these notifications. You now have to find any articles in your newsfeed, the same as regular updates.

And herein lies the problem. When you publish an article on LinkedIn, you are publishing on someone else’s platform, not your own. LinkedIn decides how it shows your articles, whether it notifies anyone or not, and maybe even whether it scraps the whole idea of a publishing platform altogether.

Posting on your own blog, however, is altogether different. You’re on your own land, your own domain. You can set up automatic sharing to different social media platforms (including LinkedIn) and the site will always be yours. You don’t have to adhere to anyone else’s rules.

You only gain direct SEO benefits and increased traffic if you publish articles on your own website. Click To Tweet

In addition, you only gain SEO (Search Engine Optimisation) benefits and increased traffic if you publish articles or blog posts on your own website. If you post your article anywhere else, you must remember to add a link to your website. And you rely on your ability to write a very strong call to action. But how many people will actually click through?

Can you post your article on both platforms?

So now you might be thinking, “Well, I’ll just do both. I’ll post the article on LinkedIn and on my website. Two places are better than one, and I’ll get the benefits of both, right?”

Wrong, I’m afraid.

If you simply post the same article word for word on both platforms, your website and LinkedIn, you have just created “dual content”. This means, that the same content appears twice on the web and that is a big NO-NO for Google. If Google detects dual content on the web it will penalise the website where the offending content appears last. If it can’t work who came first, Google will penalise both websites. And penalising a website means it doesn’t get ranked, which is something you want to avoid for your business website under any circumstances.

So, if you still want to publish on both, your website as well as LinkedIn, here are two viable options.

  • Number one, rewrite the article slightly and publish a different version to each platform.
  • Number two, publish the full version of your article on your website as a blog post, create a short intro piece to publish on LinkedIn, then add a “read more” link that takes the reader to your website for the rest of the article.

As you can see, there are definitely ways to leverage the power of your LinkedIn network when it comes to blogging and you can still use LinkedIn’s article platform while optimising your website with regular blog articles.

Over to you

What has been your experience with the LinkedIn article platform? Share your experience in the comments.

This is only one of the many strategies I teach when working with my blogging clients.
If you want to learn more about what I do, please click here.
Categories: Blog and Blogging.
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Karen
Karen
4 years ago

Interesting about not cross-posting to LinkedIn. What’s your view on this article – https://www.linkedin.com/pulse/why-every-blog-post-should-crossposted-linkedin-medium-simon-owens

Karen

Isi Dixon
Isi Dixon
4 years ago
Reply to  Karen

Hi Karen, thanks for your question! I’ve had a look at the article you shared, and I have to say, I disagree with him. I can see his point that he gets more views and interaction on LinkedIn but it will do nothing for the SEO of his own website. If your only purpose for writing articles is to get noticed as a writer and expert (no matter where that happens) then, absolutely, go where the best interaction happens. But to create duplicate content is risky. He and his friend are lucky that Google is still ranking their websites. I… Read more »

Sophie
Sophie
4 years ago
Reply to  Isi Dixon

Interesting! Thanks for the info, I would like to post the blogs I write for my website on LinkedIn so can gain a bit more experience in blogging but was aware of the dual content flag for Google. The short intro piece is a nice idea, I wonder if it would be penalised if only a small piece of the article was published on LinkedIn to serve as an intro or if this would still be counted?

Isi Dixon
Isi Dixon
4 years ago
Reply to  Sophie

Hi Sophie, thank you for your comment. I would think that with a small intro piece you would be fine. Just add a bit more original text to it, such as a good call to action for people to click through to your website. 🙂

Sam Fitzgerald
Sam Fitzgerald
3 years ago
Reply to  Isi Dixon

ok, I will post on my blog but how do I integrate LinkedIn if you dont want to post in both places? How do you drive traffic from LinkedIn to your website?

Isi Dixon
Isi Dixon
3 years ago
Reply to  Sam Fitzgerald

Great decision, Sam! 🙂 You simply share your blog posts to LinkedIn with an inviting reason to click through. Remember to add the link to the blog post – this will also pull through your blog image, making it even more inviting for people to click. I hope this helps.

shan
4 years ago

It’s very interesting to read. because i’m not have a knowledge about linkedIn it’s very helpful to me.

Isi Dixon
Isi Dixon
4 years ago
Reply to  shan

Thank you for your comment, Shan. Happy to help. 🙂

Moning
Moning
3 years ago
Reply to  shan

You must also try to read this http://tech360.asia/boosts-marketing-strategy-using-linked/ it also informative and sure that could help you.

Isi Dixon
Isi Dixon
3 years ago
Reply to  Moning

Thanks for sharing your resource, Moning.

Robbin Block
3 years ago

Your article and the comments was just the information I was looking for. Good ideas for how to then publish on LinkedIn. Thanks.

Isi Dixon
Isi Dixon
3 years ago
Reply to  Robbin Block

Very happy to be able to help. If you’d like to sign-up to my weekly newsletter, you’ll get a reminder every time a new blog post comes out – with hopefully more useful information. You can use the complimentary 10 Step Guide link to do so, if you wish. 🙂

Robbin Block
3 years ago

*were – correction 🙂

Craig Thompson
Craig Thompson
3 years ago

I understand that using external links (such as to a blog post) on LinkedIn causes the algorithm to show it to many fewer people. Is there a case for placing the article on the your blog first (so google can read it) and then transposing it sometime later to LinkedIn?

Isi Dixon
Isi Dixon
3 years ago
Reply to  Craig Thompson

Thank you for your question, Craig. I know that thing about the LinkedIn algorithm is meant to be a thing, but I have just not found it to be true. The posts with links to my blog I put out get as many views as the ones without. It depends more on the interaction your posts get. In terms of “transposing” the content to LinkedIn, as you called it, just don’t copy it word for word. That’s my advice. And definitely use LinkedIn to drive traffic to your website through sharing the link. Do both! 🙂

Sue Ryan
3 years ago

Very valuable information and easy to understand. What you are saying makes a lot of sense. Thank you Isi!

Isi Dixon
Isi Dixon
3 years ago
Reply to  Sue Ryan

Thank you for your kind comment, Sue. I’m glad you found the article useful. 🙂

John Williamson
2 years ago

Google is smart enough to know where any given piece of content first shows up, provided they crawl and index it on your site first and you have a canonical tag. Subsequently publishing it verbatim on LinkedIn won’t hurt anything, but I do like the idea of a shortened summary with a Read More link.

Isi Dixon
Isi Dixon
2 years ago

Thanks for your joining in the discussion, John. I agree with you that they will (in most cases) know what came first. There are some businesses who send their blog posts “as is” out to everywhere to repost, it’s those that they try and clamp down on and in the process they sometimes also penalise others. It’s just something that’s easily avoided by doing a little bit of extra work. 🙂 Glad you like the summary tip.