LinkedIn Articles vs Posts: What works better

This week at my workshop, someone asked a question that made me pause and realize I had a knowledge gap:

"What about LinkedIn articles? You focus so much on posts in Setmindset, but should we be writing articles too?"

Honestly, I realised I'd been so focused on helping people master consistent posting that I hadn't deeply researched LinkedIn article best practices in over a year.

So I did what any good strategist does: I spent the next few days diving deep into LinkedIn's official guidelines, algorithm behavior, and performance data to get you the real answers.

What I discovered surprised me - and it's going to change how I recommend balancing articles and posts.

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The Research Deep Dive: What LinkedIn Actually Says

LinkedIn's Official Article Guidelines:

• Length sweet spot: 700-800 words
• Publishing frequency: 1-2 articles per month maximum
• Focus priority: Consistent posts over frequent articles
• Why: Articles require promotion to be seen; posts appear in feeds automatically

The SEO discovery that changes everything: LinkedIn articles get indexed by Google and appear in search results.

What this means:

• Posts disappear from feeds after 24-48 hours
• Articles become permanent, searchable assets
• Google indexing can drive traffic to your profile for years
• One well-optimized article can generate business inquiries months later

        

Posts vs Articles: The Strategic Difference

LinkedIn Posts: The Foundation

Best for:

• Daily relationship building and engagement
• Quick insights and observations
• Real-time industry commentary
• Building consistent presence

Algorithm behavior:

• Appear directly in followers' feeds
• Peak engagement within first 2-4 hours
• Lifespan of 24-48 hours typically

LinkedIn Articles: The Authority Builder

Best for:

• In-depth expertise demonstration
• Comprehensive frameworks and strategies
• Long-term SEO and discoverability
• Thought leadership positioning

Algorithm behavior:

• Do NOT appear automatically in feeds
• Require active promotion to gain traction
• Long-term searchability and indexing

        

The Article Optimization Framework

The 700-800 Word Formula:

Opening (100-150 words):

• Hook that addresses a specific problem
• Promise of what readers will learn
• Credibility statement about your experience

Body (400-500 words):

• 3-4 main points with subheadings
• Specific examples and data when possible
• Actionable insights readers can implement

Conclusion (100-150 words):

• Summary of key takeaways
• Clear call-to-action
• Invitation for engagement

        

The Promotion Truth: Why Articles Need Help

Unlike posts that appear in feeds, LinkedIn articles need active promotion to gain visibility.

Effective Article Promotion Strategy:

Launch Day:

• Publish article in the morning (9-11 AM typically best)
• Immediately create a post announcing the article
• Share key insights from the article in the post
• Include clear link to read the full article

Post-Launch (1 week after):

• Create follow-up posts with individual insights from the article
• Answer questions from article comments in new posts
• Use article content as foundation for multiple posts

        

When to Use Articles vs Posts: The Decision Framework

Choose Articles When:

• You have comprehensive expertise to share (500+ words of value)
• The topic benefits from detailed explanation or framework
• You want to create a resource for sales conversations
• You're targeting long-term SEO and discoverability

Choose Posts When:

• You want immediate engagement and conversation
• You're sharing quick insights or observations
• You're building daily relationship with your network
• You're maintaining consistent presence and visibility

        

Your Article Strategy Action Plan

This Month: Research Phase

1. Analyze your top 5 performing posts - which could be expanded into articles?
2. Research keywords your target audience searches for on Google
3. Plan your first article topic based on your expertise and audience needs

Next Month: Creation and Launch

1. Write your first strategic article using the 700-800 word framework
2. Optimize for SEO with keywords, headers, and hashtags
3. Create promotion strategy with 3-5 supporting posts

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This research reminded me that different content serves different goals - and both posts and articles have their place in a comprehensive LinkedIn strategy.

Posts are your daily relationship builders. Articles are your authority assets.

Don't choose between posts and articles. Use both strategically to build relationships AND authority.

Building comprehensive strategies,
Lisa ✨