Our favorite business-to-business social media site, LinkedIn, has made a lot of changes over the past few months. The most obvious changes are in the basic layout. They’re working hard to make the platform more intuitive and user-friendly. (Being bought by Microsoft doesn’t hurt!).
If you use LinkedIn to share your blog content and get it in front of your colleagues, ideal clients and customers, and influencers, you need to know what’s changed and the difference between a LinkedIn article and a LinkedIn update.
Way back in April of 2016 I published a blog post titled, The Difference Between a LinkedIn Update and a LinkedIn Post.
The other day I received this question from a reader in the comments section of that blog:
“Hello Betsy – well now the question is what is the difference on LinkedIn between publishing an article and doing a post??”
I was about to answer in the comments but then it hit me that the smart thing to do was to update the entire blog. So I did!
(By the way, if you would like to share your feelings about LinkedIn’s new format – complaints and kudos are both welcome – scroll down to the comments section below this post.)
The Difference Between A LinkedIn Article and A LinkedIn Update (as of May 2, 2017)
LinkedIn’s publishing platform used to be called LinkedIn Pulse. Despite the name change, it is still the place where you can publish long-form content such as an entire blog post (note: the character limit is 40K!).
But here’s the big difference: what was once called a post is now called an article. So, let’s go through how to use it.
Log into your LinkedIn account and click on the Home tab.
You’ll see one window with these three options:
- Share an article, photo, or update
- Write an article
Let’s go through each of them one by one:
Share an Article, Photo, or Update: They key word here is share. Use this function (all you have to do is type into the window) to share your blogs or a link to curated content such as a blog or article you want to share from another website. You can also use this area to write a message without a link – like an idea, a thought or a quote. Updates are limited to only 600 characters including spaces.
Just simply type into the window for all three functions.
A real positive change LinkedIn made is how it displays images. We were once limited to thumbnail-sized images in updates. Now full-sized images appear. That makes a huge difference in the impact of our content!
Share A Photo: This function allows you to upload a photo on its own (as opposed to through a link). You can add text by writing in the window.
You can also choose to have your update appear in the newsfeed of a LinkedIn group in which you’re a member. LinkedIn groups are a strategic business development tool for many businesses. If you’ve used LinkedIn groups as a tool to grow your business, we’d love to hear about it. Feel free to share your experiences in the comments section below.
Write an Article: This function was previously called Publish A Post. That means that on LinkedIn your blog is now called an article. This publishing platform is ideal for repurposing blog content from your website and making it more visible on LinkedIn. And, the user interface is way more intuitive than it used to be.
Another big difference is in the article layout. You can now upload images around your text where previously you were limited to one image at the top. You’ll also notice there are more options for formatting the actual article text.
What about tags?
LinkedIn uses an algorithm in a similar way that Google does to rank and deliver relevant content to users. If you tag your article correctly, it potentially could be delivered to LinkedIn members outside your community.
Previously, the field to add tags was at the bottom of your article. Now, once you click Publish a box will pop up where you can add all of your tags.
Image: Use this function to post an image on its own. This is a bit confusing because of the option mentioned above — Share an Article, Photo, or Update. My guess is that you can add a photo using either function.
Give It A Double Whammy – Take advantage of articles and updates! Here’s how we do it:
First, publish a blog on your website. Then publish the same blog on LinkedIn as an article. Finally, post a LinkedIn Update with a little bit of juicy text and a link to the blog on your website. (It’s important to do both because depending on user settings, your connections may see your update but not your article, or vice versa.)
You can also share the url of your LinkedIn articles on other social media sites. We alternate between a link to a blog on the Be Visible website and a link to the same article on LinkedIn. For example, on Twitter, we share the same blog post over and over again.
If your head is spinning trying to keep up with all the changes on social media platforms, you’re not alone. I hope by explaining the difference between a LinkedIn update and a LinkedIn article I’ve made your marketing life a little bit easier!