Website vs LinkedIn Content: How to Get the Best of Both Worlds

As content creators, entrepreneurs, and thought leaders, one common question arises: “Where should I publish my content for the best impact – on my website or LinkedIn?” Another follow-up question often surfaces: “Can I use both without hurting my SEO due to duplication?”

The good news is, yes, you can leverage both platforms without compromising your SEO, and when done strategically, it can amplify your reach and impact. Here’s how to harness the unique strengths of your website and LinkedIn while avoiding duplication pitfalls.

Step 1: Publish on Your Website First

Your website should always be the primary home for your long-form content. Why? Because your website is a controlled asset – it’s where Google indexes your content for SEO, where visitors convert into leads, and where your brand identity is most visible.

Here’s how to make the most of your website blog:

• Focus on SEO: Use relevant keywords, optimise headers, and write meta descriptions. Don’t forget to include alt tags for images to boost visibility.

• Create a comprehensive resource: Think of this as the ultimate guide on your topic. The more detailed and actionable, the better it will perform.

• Incorporate multimedia: Use infographics, embedded videos, or downloadable templates to enrich the user experience.

This in-depth, evergreen content establishes your authority and brings long-term organic traffic to your site.

Step 2: Repurpose for a LinkedIn Article

Once your blog is live, the next step is to adapt it into a LinkedIn article. Unlike short LinkedIn posts, articles allow for deeper dives, helping you engage with a professional audience in a meaningful way. However, simply copying and pasting your blog is not the way to go.

Here’s how to craft an effective LinkedIn article:

• Summarise and reframe: Condense your blog into a shorter version, focusing on the most actionable takeaways.

• Add a unique angle: Tailor your article to LinkedIn’s professional audience by incorporating personal insights, questions, or industry-specific commentary.

• Include a call-to-action (CTA): At the end of your article, invite readers to visit your blog for the full guide or exclusive resources.

This approach not only gives your content a second life but also drives traffic back to your website while building thought leadership within your industry.

The SEO Question: How to Avoid Duplication

A major concern when using both platforms is duplicate content. To avoid this issue:

1. Publish on your website first: Give Google time to index your blog before sharing similar content elsewhere. A 5-7 day buffer works well.

2. Reframe your LinkedIn article: Rewrite sections, add new commentary, and adjust formatting to make the content distinct.

This strategy ensures search engines see the two pieces as serving different purposes, minimising any potential SEO conflicts.

Why Use Both Platforms?

Each platform offers unique strengths that can amplify your content’s impact:

• Website Blogs: Ideal for long-term SEO, building brand authority, and converting readers into leads or customers.

• LinkedIn Articles: Excellent for engaging a professional audience, sparking discussions, and positioning yourself as a thought leader.

By using both strategically, you’re creating a powerful content ecosystem where your blog drives discovery, and your LinkedIn articles amplify your reach and engagement.

A Practical Example

Here’s how this approach might look in action:

• Website Blog: “The Ultimate Guide to B2B Lead Generation in 2024” – A comprehensive 2,000-word guide filled with actionable strategies and downloadable templates.

• LinkedIn Article: “3 Proven Strategies to Jumpstart B2B Lead Generation in 2024” – An 800-word summary of the key points, linking back to the full blog for more in-depth insights.

This combination drives traffic to your website while building authority on LinkedIn.

Pro Tips for Success

1. Stay consistent: Create a content calendar that balances website blogs and LinkedIn articles to keep your audience engaged across platforms.

2. Track performance: Use tools like Google Analytics for your website and LinkedIn’s analytics for articles to measure effectiveness.

3. Engage with readers: Respond to comments and start conversations on LinkedIn to build relationships and encourage more traffic to your blog.

Conclusion

The choice between website blogs and LinkedIn articles isn’t an “either-or” situation – it’s about using both strategically. By publishing in-depth content on your website and repurposing it into LinkedIn articles, you’ll create a system that serves your SEO goals and maximises audience engagement.

What’s your current strategy for balancing website and LinkedIn content? Share your thoughts in the comments – I’d love to hear how you’re approaching this!