LinkedIn Articles vs. Posts: Which Drives More Traffic to Your Business? (2024)

Both LinkedIn Posts and LinkedIn Articles can be valuable tools for promoting your business and building your professional brand. However, they serve different purposes and can be used in different ways to achieve your business goals. Let's break down the differences and advantages of each:

LinkedIn Posts:

1. Quick and Timely Updates: LinkedIn posts are short, quick updates that allow you to share thoughts, news, links, images, and updates with your network. They're ideal for sharing timely information, industry news, or personal insights.
2. Engagement: Posts tend to generate more immediate engagement in terms of likes, comments, and shares because of their easy-to-consume format and real-time visibility in your network's feed.
3. Frequency: You can post multiple times a week or even daily without overwhelming your audience.
4. Visibility: Your posts are shown to your immediate connections and have the potential to be shared further if they resonate with your audience.

LinkedIn Articles:

1. In-Depth Content: LinkedIn articles allow you to publish longer, more in-depth content. This format is suitable for thought leadership, detailed insights, tutorials, case studies, and more.
2. Evergreen Content: Articles have a more lasting impact as they can continue to attract views and engagement over time, unlike posts that quickly fade in the feed.
3. Credibility: Publishing articles can enhance your credibility and establish you as an expert in your field, showcasing your knowledge and expertise.
4. Searchable: LinkedIn articles are searchable both within LinkedIn and on external search engines, potentially bringing in new connections and followers.

Which is Best for Your Business?

The choice between LinkedIn Posts and LinkedIn Articles depends on your business goals, target audience, and content strategy:

1. Short Updates and Immediate Engagement: If you want to share quick updates, company news, event highlights, or engage with your network frequently, posts are more suitable.
2. Thought Leadership and Deep Insights: If your goal is to establish yourself or your business as a thought leader, share in-depth insights, or provide valuable educational content, articles would be better.
3. Balanced Approach: Many businesses find success in adopting a balanced approach, using both formats strategically. For example, you could use posts for daily updates and engagement, while reserving articles for more comprehensive content.

Ultimately, a combination of both LinkedIn Posts and Articles can help you maintain an active presence, engage your network, and position yourself as a credible and knowledgeable authority in your industry. It's important to align your choice with your overall content strategy and business objectives.