As it sounds, Articles for Pages is an extension of LinkedIn’s long-form blog option, which was available for personal profiles since 2014. Now company pages can also create posts and share them directly in the app.
As explained by LinkedIn:
“Although members on LinkedIn have long had the ability to compile and publish long-form articles on the platform, organizations are limited to the number of characters for organic posts in the feed. This is no longer the case with Articles for Pages. ”
LinkedIn says the option will better enable brands to engage their LinkedIn audience without having to leave the platform, while also offering more listing options for the company’s content, including links, quotes and more.
Whether brands want to share their best content on LinkedIn, instead of driving traffic back to their own sites, is another question, but LinkedIn notes that brands can also use their postings toEncourage the following step actions, such as following your page, clicking on your website or downloading a resource.
It can therefore still be used as a way to elicit direct response, and provides a way to take advantage of increasing trends in app engagement and use it as a way to gain clues among involved, active and purposeful audiences .
The latter may actually be the main benefit here. Through the company’s long blog posts, LinkedIn also provides access to detailed audience insights, including ‘the firmography of people who read and interact with the content’.
For B2B brands in particular, it can be a valuable option to gather specific information about your target audience and refine your content approach to maximize the appeal of key decision makers.
It will take some experimentation and analysis to measure the relative performance of content offered on LinkedIn versus your own website, but there may be value here for those who want to take advantage of the growing LinkedIn discussion and reach key business groups information on the website.
The announcement comes as part of LinkedIn’s latest quarterly update, within which LinkedIn also announced some other adjustments and updates to improve the engagement of the company.
Among them, LinkedIn also has an updated integration between its live streaming and opportunities for events, which will enable brands to schedule live events on the platform. This will facilitate new promotional options for upcoming live video events, while also lowering LinkedIn’s threshold for accessing LinkedIn Live, reducing it from 500 Page followers or links (for personal profiles) to 150.
In addition, LinkedIn adds two new ad optimization options:
- Brand lift test – Similar to Brand Lift on other platforms, LinkedIn will now enable brands to measure the impact of their promotions “by taking a baseline of your brand’s perception and then testing the brand impact of the ads on key statistics”. The option is now available in Campaign Manager.
- Achieve optimization LinkedIn will also now enable advertisers to optimize their reach for unique member accounts, providing more ability to reach new audiences with your promotions.
Lastly, LinkedIn also adds new reach and frequency predictions in Campaign Manager, which provides estimates of the predicted results of your brand awareness campaigns. The new list will be displayed in your campaign setup.
Of course, most of these tools have been available on other platforms for some time, so they are not entirely new to social media executives, but they do add to LinkedIn’s tools, which offer more capacity to better manage your performance, and maximize your expenses.
How valuable each one will be depends on your unique use and engagement with the LinkedIn audience – but at least there are some valuable new additions to experiment with, and again, with LinkedIn engagement increasing over the past two years and rising, and with an expected increase in recovery from the pandemic, it may be worth paying more attention to the professional social network.
You can read the latest quarterly platform update from LinkedIn here.