How Blogging On LinkedIn Works

While LinkedIn has long been known as social media for professionals, did you know that you can use blogging as a means to make your mark on this platform?


In 2022, LinkedIn now boasts over 810 million users worldwide, which is a massive jump over the 660 million users the social network had recorded just two short years ago in 2020. Without a doubt, these figures alone make it the #1 go-to for B2B professionals, predominantly for those looking to give online networking a red hot crack. 

While the company’s mantra of “people you know, talking about the things you care about” is simple enough, in theory, knowing how to navigate this platform is a whole new ballgame when compared to other social media channels. Content that is “Instagram friendly” may not fly on LinkedIn, and finding the right balance between professionalism and a personal touch is where many users come unstuck. 

However, it’s also important to note that one of the primary objectives prioritised by the back end of LinkedIn is to promote relevant content. As such, it’s no surprise that the social network is rapidly gaining traction for its built-in blogging system – but how does it work, and is it worth your time?

Understanding The Role Of The LinkedIn Blog 

In simple terms, the primary “news feed” of LinkedIn operates in a similar fashion to Facebook. Users can post content, like or comment on the content of their peers, and generally just go for a bit of snoop online. 

However, a big point of difference is that LinkedIn’s ‘news feed’ receives around 9 billion impressions every single week. Out of over 800 million users, only around 3 million of those users actively post and share content on a weekly basis. What this means is that the tiny percentage of those who put in the work – just 0.4% of all users – reap all of the rewards that those impressions provide. Considering that less competition means more visibility, it’s no wonder that using LinkedIn as a blog is on the rise. 

For the unfamiliar, personal LinkedIn profiles allow users to publish content directly on LinkedIn Publisher, which is otherwise known as the LinkedIn blog. Although users can share images, videos and links on a company page, a company page cannot publish original content on LinkedIn Publisher, impeding their ability to establish your authority on your topic and build trust. In contrast, it provides a window of opportunity for individuals to use the LinkedIn blog as a means to build their own personal brand and to ideally become thought leaders within their sector or industry. 

Original content that packs a punch is essential if you want to gain traction, and is a straightforward means to kick multiple professional goals whilst working smarter, and not harder. However, it’s crucial to note that blogging on LinkedIn should be used in conjunction with your website’s blog. Publishing on LinkedIn while using hashtags to promote the content can certainly broaden your network, but it doesn’t replace the power of SEO. Instead, try to write blogs specifically for your website that target keywords, before repurposing the content with slight amendments over on Linked. This way, users can have the best of both worlds. 

While using blogging as a way to get seen on LinkedIn is continuing to gain significant momentum, it’s important to channel your marketing efforts appropriately. The style you opt for should align with the ethics of your brand or business, compliment your product or service, and align with other content marketing efforts currently in the pipeline for your brand or business. If building such a strategy to tie these all together goes above your skill set, then it might be time to call in the professionals – but where do you find them? 

The Key To Good Marketing Is Great Content

Producing quality, consistent and on brand content takes time, effort, experience and resources – and you’re not alone if you can’t quite commit to that. Avoiding blogging for business altogether may actually be doing your brand a disservice, but investing in a solid content marketing strategy has actually never been easier. 

Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up – and so do we – meaning that your digital content is always consistent.   

If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online. 

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