How to Publish a LinkedIn Article from Your Company Page

LinkedIn articles give organisations more room to share expertise, explain a complex issue or contribute a considered perspective than a typical Company Page post.

For Think Bespoke’s organisational audience, they can be useful when a topic needs more context: a practical guide for clients, a sector insight, a research-led point of view, a case story or a leadership perspective that reflects the organisation’s work.

An article is not something a Company Page needs to publish every week. It works best when there is a clear idea worth developing and a reason for the organisation to be part of the conversation.

When a Company Page article is the right format

A LinkedIn article can be useful when you want to:

• explain an issue clients or stakeholders are navigating

• share a more detailed perspective from your organisation

• turn a useful framework, report or event insight into a longer piece

• publish a practical guide people can return to

• bring together lessons from a project, client conversation or sector change

• give an executive or subject-matter expert’s thinking more space

LinkedIn positions articles as a long-form format for thought leadership and storytelling. Its current creator guidance suggests aiming for around 500 to 1,000 words, balancing enough substance with readability. 

Who can publish a Company Page article

You need the appropriate Page admin access to publish on behalf of an organisation.

In most cases, this means being a super admin or content admin of the LinkedIn Company Page. If you have access to more than one publishing identity, LinkedIn will prompt you to choose whether you are publishing from your personal profile or the Page.

Before publishing, make sure the article has been reviewed by the right people internally. An organisation-level article can carry more weight than a standard post, particularly when it includes client commentary, strategic views or industry guidance.

How to publish a LinkedIn Company Page article

From LinkedIn on desktop:

1. Go to your Company Page in admin view.

2. Select Write article from the Page publishing area.

3. Confirm you are publishing as the Company Page, rather than from your personal profile.

4. Add a cover image or cover video.

5. Write a clear headline and structure the article with helpful subheadings.

6. Add the article content, using images, native video, links or embedded content only where they strengthen the reader’s understanding.

7. Preview the article before publishing.

8. Add short accompanying commentary that explains what the article is about and who it may help.

9. Publish.

LinkedIn’s creator guidance confirms that articles can include rich visuals, native video, cover video and embedded content such as podcasts. 

Give the article a clear organisational purpose

The strongest Company Page articles are not simply long versions of promotional posts.

They help people understand something useful about the organisation’s expertise, perspective or role in its sector.

Before writing, ask:

• Who is this article for?

• What question or issue does it help them understand?

• What perspective can our organisation genuinely contribute?

• Does this support an existing client, recruitment, reputation or stakeholder conversation?

• Which leader or subject-matter expert should be involved in shaping the point of view?

For many organisations, the most useful source material already exists in client questions, project lessons, industry conversations, events, research, recruitment insights or leadership discussions.

Use the article to support your broader LinkedIn presence

A Company Page article should sit within a broader content rhythm.

You might use the article as the substantial “anchor” piece, then create shorter posts, executive commentary, document posts or event discussions that bring different parts of the idea to life over time.

For example, a professional services firm might publish an article about a change affecting clients, then ask a senior leader to share a more personal interpretation from their own profile. A member organisation might use an article to explain a sector issue, then create shorter updates that invite member perspectives.

The result is not repetition. It is a more connected organisational story.

Write the post that introduces the article carefully

Once the article is ready, LinkedIn gives you an opportunity to add accompanying commentary before publication.

Use this space to explain:

• the issue the article explores

• why it matters to the people following your Page

• one useful idea or question from the article

• who may find it relevant

Avoid treating the post as a simple announcement. A short, thoughtful introduction gives people a reason to open the article.

Articles, newsletters and website blogs have different jobs

A LinkedIn Company Page article can be a useful home for a substantial piece of expertise, but it does not replace every other content format.

A newsletter is more suitable when your organisation is prepared to publish regularly and wants to build a subscriber audience over time. LinkedIn’s current guidance describes newsletters as a format for organisations or creators who want to deliver in-depth content on a recurring cadence.

Your website blog is still usually the best place for long-term search visibility, cornerstone content and articles you want to control and update over time.

A LinkedIn article is often most useful when it supports a specific professional conversation or gives your organisation a platform-native place to share a detailed perspective.

Repurpose thoughtfully

You can adapt a website article into a LinkedIn Company Page article, but avoid publishing an identical version.

Rework the opening for LinkedIn readers, simplify the structure where needed and add an organisation-specific point of view, example or reflection. This gives the LinkedIn article its own reason to exist while preserving the website version as the more permanent reference point.

The strongest use of Company Page articles is not volume. It is using them selectively to make your organisation’s expertise, perspective and contribution easier to understand.

Looking for LinkedIn support in Australia?

Think Bespoke is a Melbourne-based LinkedIn consultancy supporting professionals, leaders and organisations across Australia.

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