Publishing on LinkedIn: Best topic, length, timing

Here’s a look at the results, including the benefits of sharing and consuming content on LinkedIn, and the content that works on the platform.

LinkedIn wants to establish itself as a destination for professional industry news content, and is making significant strides. According to the survey, 91 percent of respondents said they use LinkedIn weekly to find professionally relevant content.

The benefits of sharing content on LinkedIn

The survey found that people primarily share professional content on LinkedIn to increase their visibility and enhance their reputations. They also want to be seen as thought leaders.

LinkedIn actively encourages members to add and share original content. You can now create long-form posts directly on LinkedIn. Simply click the “Create a post” icon, which looks like a pencil and appears alongside your update box. LinkedIn is rolling out this facility to all 300 million members, so don’t panic if you don’t have it yet.

The platform’s potential reach is significant. Top posts can be shared tens of thousands of times—more than posts on sites like Forbes. I have created a few posts, and while they haven’t been shared as widely as the ones LinkedIn promotes each day, they get shared.