With so many marketing channels out there, it can be hard to know which one to utilise and when to utilise it.
I recently got asked the question of whether it is better to post a blog on your website or to publish an article on LinkedIn.
It’s a great question!
Both are valid platforms to post your content on.
But, which one is better?
I think it depends on your objective and what you are trying to achieve with the piece. So, here are my thoughts on which is the better option for your business.
Spoiler alert: You could successfully be doing both!
Should I Post A Website Blog Or A LinkedIn Article?
Website Blog
The whole idea of creating blog content is to drive traffic to your website.
Your website is where the magic happens.
It is where your tracking pixels are housed to capture the details of your visitors. And it is also a place where you can have pop ups and in-line forms designed to encourage people to sign up to your newsletter.
Plus, it is the place that people can buy your products, book a call with you and simply find out more about what you do and how you can help them.
So, your website is the perfect place to house your blog posts. By putting them on there, you are giving people a reason to visit your website. AND, you are boosting your chances of being found online by ranking for a new keyword on each blog you post.
Having said that, people don’t often know your blog posts are there unless you tell them. That is where email marketing and social media come into play. Sharing your content on these platforms helps it to reach a wider audience.
LinkedIn Article
LinkedIn is a platform that is growing in leaps and bounds. Let’s face it, a few years back, it was basically a place to post your online CV.
But, recently it has come into its own. Now, it is a professional place to network, connect with likeminded people, post and read valuable content, plus raise awareness for who you are and what you do.
So, it is the perfect place to post some great articles.
The cool thing about LinkedIn is that you can have a whole collection of your expertise, thoughts and knowledge attached to your profile. When people search for you on LinkedIn, they are presented with a catalogue of your published articles.
But, it doesn’t stop there. LinkedIn articles are also catalogued in search engines like Google. So, people can find them from a simple search. It is a great way to raise exposure for your business. However, it is a risky strategy to only house your content on LinkedIn.
Which Is Better?
I believe that where you can, you should always post your content on your website. The main reason for that is you 100% own your website. It is your piece of internet real estate.
They say that you shouldn’t build a house on rented land. So, you should not post all of your content on a platform that you do not control. Your LinkedIn profile is not your own. Rather, it is owned by LinkedIn and you simply “rent” the space from them. If the platform disappeared tomorrow, so would your content.
Having said that, LinkedIn is a fantastic place to gain brand exposure. By posting an article there, your connections and anyone that engages with the post has a chance to see your content. They are far more likely to accidentally stumble on a LinkedIn article, rather than your website!
So, while I believe that the majority of your content should be housed on your website, you can also post articles on LinkedIn for greater reach.
Things To Remember
If you choose to post about the same topic on your website and LinkedIn pages, make sure that the written content is different. Don’t simply copy and paste the same article in both places. Google is known to penalise duplicate content, so it could potentially undo all the good you are doing by posting in the first place!
A great way to handle this is to post a condensed version of your blog as a LinkedIn article with a link back to your website where readers can consume the full piece. Alternatively, you might want to post an introduction to the topic you are going to discuss as a LinkedIn article, again linking through to the full blog on your website.
Blogs are designed to be a conversation starter with people, so regardless of where you are posting, make sure you include a call to action so that people can take the next step with your business!
No matter where you are going to be posting your content, you want to make sure that you can create it efficiently. Fortunately, I have a great free resource that can help you do that. Simply enter your details below and get instant access to my ‘Write A Blog In An Hour’ resource.
Alternatively, if you need help from a professional content writer to get content together for either platform, then check out my blog packages here.