Publishing Content on LinkedIn


While some lawyers still abhor social media as a whole, even the most resistant are at least members of LinkedIn. This is due, in part, to LinkedIn operating as a professional social network. As individual attorneys should be engaging in business-to-business marketing (B2B) as part of their business development and marketing efforts, LinkedIn is a great fit for lawyers looking to network online. LinkedIn ranks high as a B2B social media platform, and with 500 million users as of 2018, it is ripe for use.

According to the Content Marketing Institute’s latest B2B benchmark report for North America, LinkedIn is chosen by 97% of B2B marketers who take social media action, almost double the number reported in 2010. Additionally, consumers trust information shared on LinkedIn. Business Insider’s Digital Trust Report found LinkedIn is far more trusted by users than either Facebook or Twitter.

While LinkedIn started as a way to find jobs, today users view LinkedIn content seven times more often than job listings. Since the legal industry and most other professionals use the network, and so many of these users are apt to read content on the platform, it makes sense for law firms to incorporate LinkedIn Publishing into their content marketing strategies as an amazing way to expose your expertise to a highly-professional network of readers.

Status Updates Versus Publishing Platform

About two years ago, LinkedIn opened its publishing platform to all members, allowing them to publish blog posts directly on LinkedIn and creating two main ways to publish content on the platform. Now, according to Omnicoreone million professionals have published posts on LinkedIn. The first method of publishing content is LinkedIn Publisher, in which a LinkedIn member writes a long-form article (essentially a blog post) and shares it with his or her LinkedIn network. The second is more familiar to most users – a LinkedIn status update, a Twitter-like feature perfect for short, concise updates and messages.

A law firm content marketing plan should ideally incorporate both LinkedIn posts and status updates. Use status updates for quick, easy-to-read messages and write long-form LinkedIn Publisher posts about once or twice a month.

Five Tips For Publishing Articles on LinkedIn

  • Keep your title length between 40 and 49 characters.
  • Use at least one image in your post, but using more images is even better!
  • Use headings and bulleted lists.
  • Write long-form posts. LinkedIn articles between 1,900 and 2,000 words perform best and gain the greatest amount of social engagement.
  • Don’t use legalese. Make your content readable for normal humans.

Share Your Content On and Off of LinkedIn

Do you already publish content online somewhere else, like on your law firm blog? You can share that same content via LinkedIn Publisher. Be sure to add a notation like “as originally seen on the SEBPC law firm blog” and link to your original blog post to drive inbound traffic to your law firm website. Likewise, LinkedIn users can and should promote their LinkedIn publisher posts on their other social networks, just as they would any article external to your website.

Be sure to get your law firm employees engaged. Getting them to share a LinkedIn Company Page post or a LinkedIn Publisher post can help expand the reach of your content astronomically for no additional cost.

Content Marketing Is Crucial To Online Success

There are many ways to use LinkedIn for content marketing, but, as with any channel, the content needs to be relevant to your audience. Take time to understand the features of LinkedIn and how it can be used for content marketing. And if you don’t have the time, the social media and content marketing experts at Stacey E. Burke, P.C. can help!

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