Key Trends in LinkedIn Publishing

As you know, at BuzzSumo we love to dig into content marketing data to discover what types of articles perform best.  Most recently, we wanted to find out more about long-form LinkedIn Publishing. So we researched more than 228,000 posts published at LinkedIn.com, and an additional 136,000 articles published on other sites.

We shared the research with Content Marketing Institute. Read the full report here.

Here’s the cheat sheet version:

• The number of long-form posts published on LinkedIn.com has grown substantially since all users were given publishing access in 2014. 80,000 articles were published in 2015; 130,000 in 2016; and if early indicators hold, 2017 will see 377,000 articles.
• Shares of content published on LinkedIn.com nearly doubled from 2015 to 2016 — going from from 31 million to almost 73 million.
• In 2016, LinkedIn surpassed Facebook and Twitter for social shares of B2B content in many areas, even when that content isn’t published at LinkedIn.com. This made LinkedIn the primary social discovery vehicle for topics like Leadership, AI, and SEO Marketing.
• Most people publish short articles of less than 1000 words on LinkedIn.com
• But, the most shared content is 1000-3000 words long. This creates a significant opportunity to give the LinkedIn audience the type of posts they prefer.
• How-to posts were the most shared on LinkedIn.
• Short list posts are also heavily shared.
• Content published at LinkedIn.com gets few backlinks.
• You don’t have to be officially designated as an influencer to succeed on LinkedIn.
• The Five P’s of Publishing on LinkedIn summarize the characteristics of the most successful content. Try creating content that is:
  • Practical
  • Professional
  • Personal
  • Portray a path for change
  • Point toward peak experiences

You can see a recap of our findings in this slideshare:

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