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LinkedIn Publishing Trends
Every Marketer Must Know
● LinkedIn’s volume of growth may not have reached content
shock.
● LinkedIn was the primary content distribution network for
some topics.
● Long-form content is shared more than short posts are.
● Official influencer recognition isn’t necessary to earn a high-
share volume (but it helps!).
● Original content on LinkedIn earns few referral links.
● Successful LinkedIn posts are:
○ Personal
○ Professional
○ Practical
○ Portray a path for change
○ Point toward peak experiences
Summary
LinkedIn has seen explosive growth in the number of articles published on the platform.
Feb. 2014
Long-form publishing
open to users, not just
influencers.
2014
Users publish 1,000
articles per month
2015
More than 80,000
articles published
2016
More than 130,000
articles published
Jan. and Feb.
2017
62,900 articles
published. If pace
continues, 377,400
articles to be
published in 2017
The number of LinkedIn users is also growing, reaching over 430 million in 2016, as Business
Insider reports.
Shares are also growing
LinkedIn surpasses Facebook
and Twitter for social shares in
many B2B areas even when
the shared content is not
published on LinkedIn.
Research Amplify Monitor
Shares on LinkedIn Surpassed Shares on Twitter for some B2B Content Areas
Long-from content published at LinkedIn gets few referral or back links.
More people publish short posts (less than 1000 words) at LinkedIn.com
BUT...
LONG posts, of 1000-3000 words are shared much
more than average!
How to posts dominated the most
shared headlines on LinkedIn.
Work related topics were heavily shared.
The most-shared articles emphasize
change and growth.
Short list posts perform well
Amplify Monitor
5 P’s of
publishing on
LinkedIn.com
1. Practical
2. Professional
3. Personal
4. Portray a path for
change
5. Point toward peak
experiences
High volume shares are possible from LinkedIn.com to users who aren’t official “influencers.”
In 2016, only 13 of the most shared authors were official “Influencers” on LinkedIn. The most shared
post was not written by an official influencer.
Of the 10,000 most-shared content pieces in the last five years, only 6% (669) were written by those identified by LinkedIn as
its most influential writers.
● LinkedIn’s volume of growth may not have reached content
shock.
● LinkedIn was the primary content distribution network for
some topics.
● Long-form content is shared more than short posts are.
● Official influencer recognition isn’t necessary to earn a high-
share volume (but it helps!).
● Original content on LinkedIn earns few referral links.
● Successful LinkedIn posts are:
○ Personal
○ Professional
○ Practical
○ Portray a path for change
○ Point toward peak experiences
Summary
Questions?
Email: susan@buzzsumo.com
Thank you.

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LinkedIn Trends Every Marketer Must Know

  • 1. LinkedIn Publishing Trends Every Marketer Must Know
  • 2. ● LinkedIn’s volume of growth may not have reached content shock. ● LinkedIn was the primary content distribution network for some topics. ● Long-form content is shared more than short posts are. ● Official influencer recognition isn’t necessary to earn a high- share volume (but it helps!). ● Original content on LinkedIn earns few referral links. ● Successful LinkedIn posts are: ○ Personal ○ Professional ○ Practical ○ Portray a path for change ○ Point toward peak experiences Summary
  • 3. LinkedIn has seen explosive growth in the number of articles published on the platform. Feb. 2014 Long-form publishing open to users, not just influencers. 2014 Users publish 1,000 articles per month 2015 More than 80,000 articles published 2016 More than 130,000 articles published Jan. and Feb. 2017 62,900 articles published. If pace continues, 377,400 articles to be published in 2017
  • 4. The number of LinkedIn users is also growing, reaching over 430 million in 2016, as Business Insider reports.
  • 5. Shares are also growing
  • 6. LinkedIn surpasses Facebook and Twitter for social shares in many B2B areas even when the shared content is not published on LinkedIn. Research Amplify Monitor
  • 7. Shares on LinkedIn Surpassed Shares on Twitter for some B2B Content Areas
  • 8. Long-from content published at LinkedIn gets few referral or back links.
  • 9. More people publish short posts (less than 1000 words) at LinkedIn.com BUT... LONG posts, of 1000-3000 words are shared much more than average!
  • 10. How to posts dominated the most shared headlines on LinkedIn. Work related topics were heavily shared. The most-shared articles emphasize change and growth. Short list posts perform well Amplify Monitor
  • 11. 5 P’s of publishing on LinkedIn.com 1. Practical 2. Professional 3. Personal 4. Portray a path for change 5. Point toward peak experiences
  • 12. High volume shares are possible from LinkedIn.com to users who aren’t official “influencers.” In 2016, only 13 of the most shared authors were official “Influencers” on LinkedIn. The most shared post was not written by an official influencer. Of the 10,000 most-shared content pieces in the last five years, only 6% (669) were written by those identified by LinkedIn as its most influential writers.
  • 13. ● LinkedIn’s volume of growth may not have reached content shock. ● LinkedIn was the primary content distribution network for some topics. ● Long-form content is shared more than short posts are. ● Official influencer recognition isn’t necessary to earn a high- share volume (but it helps!). ● Original content on LinkedIn earns few referral links. ● Successful LinkedIn posts are: ○ Personal ○ Professional ○ Practical ○ Portray a path for change ○ Point toward peak experiences Summary