[FAQ]

We’re trying to be more efficient with our marketing efforts, and we have a great company blog. I’m wondering if it’s a good idea to just repost our blog articles directly onto our LinkedIn page.

My main concern is whether LinkedIn’s algorithm penalizes you for duplicate content or for sending people off-site with a link. What’s the best way to do this without hurting our reach?

[Jeff Bullas]

That’s a question that sits right at the intersection of efficiency and effectiveness.

Short Answer: It is an excellent strategy, but only if you republish the content natively on the platform instead of just posting a link to your external blog.

The fundamental principle to understand is that LinkedIn’s algorithm heavily prioritises content that keeps users on its site.

The least effective thing you can do is simply drop a link to your blog, as the platform will actively suppress that post’s reach. First, for full-length pieces, the best option is to republish your post using LinkedIn’s own Article format. This allows you to post the entire text natively, which the platform rewards with greater visibility. Second, a more common strategy is to adapt your blog post into a shorter feed post. You can pull out the key insights, format them as a concise text post, and pair it with a compelling image, as this combination of content formats is highly effective in the feed. Third, if driving traffic to your blog is the main goal, the best practice is to allude to the article in your post and then place the actual hyperlink in the first comment. This avoids penalising the post itself.

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