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, 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 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 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 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
  • 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 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:

5 Responses to “Key Trends in LinkedIn Publishing”

  1. Aira

    I am constantly seeing this trend in long form posts. Several studies have been done on that and it seems that it is really effective in increasing engagement and conversions.

  2. Lea Aharonovitch

    Should this be instead of our blog? In addition? Publish the blog content on LinkedIn as is? What about the SEO it’ll miss out on?

    • Susan Moeller

      I’ve read that the best practice for republishing is to wait two weeks after you publish on your own blog, then copy into LinkedIn, with a link to your original.

  3. BallisticBells

    I’ve had lots of success by posting a teaser with a link back to my own website. For me, LinkedIn is a great way to drive traffic while building up my brand. My results with LinkedIn have surpassed anything I’ve achieved with Facebook or Twitter, with the added benefit that my LinkedIn audience already consists of my target demographic: businesses and individuals who want to succeed with content marketing.

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