LinkedIn Articles. Are They Worth Your Time?

Welcome to episode 221, after a weeks break while I was hiking around the Swiss Alps. If you have never been I would highly recommend it, as you can see below, the scenery is breathtaking!

Interesting Stuff I saw This Week LinkedIn Groups Announcement

Thank you for your continued dedication to your LinkedIn groups. As you know we are fully rebuilding Groups and reintegrating it into the main LinkedIn website and mobile apps. We are excited for you to experience the new version of Groups which will start rolling out to all members at the end of August. We've heard from many of you over the past year that boosting engagement and enabling vibrant discussions in your groups is important, so we've prioritized features that support this including:

Making it easier to access Groups right from the LinkedIn homepage and improving visibility of group conversations in the main LinkedIn feed Giving you the ability to manage your group on the go in the LinkedIn iOS and Android apps Helping you stay up-to-date on group activity through Notifications Enabling richer conversations with the ability to reply to comments, edit posts and comments, and post native video All of your groups will be migrated automatically and for the first time the full functionality of Groups will be available from the LinkedIn app and desktop experience. In the coming months you'll also see new and better ways to manage your communities on LinkedIn. In the meantime, we've streamlined some existing admin functionality that we want you to be aware of:

Moderation queues will be temporarily unavailable. We realize the importance of moderation tools and are working on rebuilding moderation functionality in the new version of Groups. This rebuilt and improved moderation queue will be available in the next few months. We are not planning to rebuild the auto-generated classifier queue. We encourage you to review any content in the queues and remove any members who continue to violate your group rules. Admin roles will be streamlined to just owners and managers. We heard feedback from many of you that current admin roles are confusing so we're simplifying to just owner and manager roles. Moderators will become regular members once this change takes effect. If you have moderators who you'd like to keep on as admins, please promote them to managers. Admin and auto-generated group emails (including digests, automated templates, and announcements) will be unavailable as we build better and more robust notification and communication channels. We have seen significant lift in engagement to Groups coming from notifications and believe that notifications will be an effective way for you to communicate with your members. There is no required action for this change but we wanted to clearly highlight it as we know many of you plan your email content in advance. We have many more updates coming and an engineering team dedicated to building admin functionality for Groups. We know your role as a group admin is integral to the success of your group, and we look forward to continuing to work with you as we build out the new experience. Thank you for your continued support in making groups on LinkedIn a trusted place to share knowledge and learn from other professionals. Visit the Help Center to learn more about the changes and stay tuned for more updates!

I'm not sure why people are kicking up such a fuss about this, LinkedIn are making it clear that these changes are mainly temporary, whilst they complete the implementation of a new Groups format. Let's hope new groups are something to be excited about it......I'm not holding my breath!

New Feature

Actually, it would be better described as an old feature that has been corrected!

This video post explains it;

LinkedIn Articles Formerly known as Published posts, long-form articles on LinkedIn were once incredibly popular with authors achieving phenomenal view numbers.

In more recent times, views have dropped significantly.

In this chat with Deepak, we explore why that has happened and debate with Articles are still worth writing and how often.

Click on the image below to view Deepaks full profile.

Summary of points covered;

Deepak is sceptical that posts and engagement generate business. He once did a post that attracted over 2 million views but didn't attract any leads from it whereas he gained business from Articles with significantly less views. FACT: Article views are actual clicks - Post views are merely page impressions (no guarantee it has been viewed) so you can't compare the two. Posts are more popular than articles due to a lower barrier on entry - both in terms of production and consumption. Articles have generated more conversions to actual business for Deepak because the reader is more engaged. The increased use of mobile has coincided with the decrease in Article views. Is it a coincidence or are mobile users less likely to read long-form content? Because of the lower entry barrier of posts, there are significantly more of them and this is bound to have a negative impact on Article views. Posts and Articles can and should work in tandem. In summary, posts establish and maintain rapport whereas Articles are more likely to establish credibility. Deepak believes that having a strong body of long-form content attached to your account can help with LinkedIn search optimisation. This is unproven but would make sense (less about keywords and more to do with LinkedIn recognising you as an expert). Articles have the advantage of a long shelf life although if you produce too many, they are almost impossible to find. The 'See more Articles from' section at the bottom appears to have no topic relevance, even when hashtags are used. The articles are just in date order. If you were to post long-form content on your website rather then as a LinkedIn article, it is more likely to rank higher for SEO. You could of course post on both! The case for writing more Articles is that you create a broader body of work, covering a wider variety of topics which gives you a greater chance of appealing to a potential customer. A strong body of work also shows the reader that you are serious about your subject.

I really enjoyed chatting with Deepak and I think he made some excellent points.

I'm unlikley to start writing an article a week but I can definitely see the beenefits more clearly now....I hope you can too.

Let me know your thoughts.

That's it for this week.

Mentioned in this episode:

This show was created by the original host of the show, Mark Williams.