UPDATED for 2025: 4 Options for Sharing a Blog Post on LinkedIn for Maximum Impact

For a content marketing program focused primarily on thought leadership, promotion is hugely important.

Why? Because thought leadership programs aren’t as much about driving lots and lots of traffic to turn into leads and customers – instead, the goal is to make sure your highly targeted content finds the correct (but often small) audience.

For many B2B tech companies, that audience is connected to your company or its leaders on LinkedIn. That’s why it’s so important to share insights on that site.

HOWEVER, getting your message in front of your target audience is no longer as simple as posting links to your content from social. In this piece, I’ll explain why (briefly) and then explain (with visuals!) how to get maximum impact from your content by sharing on LinkedIn given our new reality.

Background: The Era of Zero-Click Marketing

In the old world of internet usage, we expected to click around to get what we wanted. The Google SERP is the classic example: you wanted your blue link to be at the top of that SERP so people would click to your website, where you could (eventually) sell to them.

But Google has changed. Increasingly, it offers answers on the SERP itself, via answer boxes, proprietary content, and AI overviews. Something like 60 percent of searches today are zero-click. Users get answers without leaving Google.

Social media has evolved in a similar way. Most social algorithms (including LinkedIn’s) now deprioritize or penalize content with external links.

That’s made it doubly hard to get people to visit your website from a LinkedIn post:

1. The algorithm deprioritizes content with external links, so fewer people see and engage with your posts that include links to your blog.
2. LinkedIn browsers get used to “zero click” social content, come to expect it on social platforms, and so are less likely to engage with posts that point them elsewhere.

In other words, because of changes to LinkedIn’s algorithm, people’s expectations for LinkedIn have changed.

Today, people on social sites don’t want to click away from them. They want to get information and be entertained right there in their feeds. This is the era of zero-click marketing (a phrase coined by Amanda Natividad, an excellent person to follow on LinkedIn).

The key to getting your message to your prospects in this era is to adapt your content into a format that plays well on LinkedIn. Let’s look at some options for doing that.

Option 1: Slice and Punch (Text-Only)

The first option is to rewrite your original blog post into three (or so) smaller, punchier text-only LinkedIn posts, each capturing a key point you make in the original blog post.

Note, however, that this is not a copy-paste job.

LinkedIn is its own medium and it has its own rules of engagement. To catch your audience’s attention, you’ll need a hook – a first line that evokes an emotion like curiosity, surprise, FOMO, greed, ambition, etc.

This means you may need to start your LinkedIn post in a different place than where you started the blog post you’re adapting.

I also recommend shorter paragraphs than you’d use in a blog. Remember: a lot of people who see your post will see it on a phone screen, where even a mid-sized paragraph can look like a slog.

A few hooks to try:

• Personal story: “In a client conversation last week…” Note: you can fudge the timeline here. Why it works: We’re wired for stories. We want authenticity. Mentioning another person brings in social proof (Figure 1).

Figure 1: A personal story hook on LinkedIn

• Confession: “When I founded my first startup, I made three mistakes.” Why it works: You’re showing vulnerability, which immediately makes you more relatable and likable. We’re much more drawn to people who have relatable flaws than those who present themselves as perfect (Figure 2).

Figure 2: A confession hook on LInkedIn

• Bold claim: “99% of salespeople I coach rely on the same three tools – and I think two of them are trash.” Why it works: Bold claims create a sense of suspense and intrigue. How on earth will they back it up, we wonder? And so we keep treading (Figure 3).

Figure 3: A bold claim hook on LinkedIn

• Surprise: “A client just offered me $500 an hour to rewrite their website. I turned them down.” Why it works: Like the bold claim, it sparks our curiosity, but from the opposite direction. That can’t be right, we think. And so we read on to see how they’ll explain themselves (Figure 4).

Figure 4: A surprise hook on LinkedIn

So: slice up your post and rewrite each slice so it starts with a hook.

This strategy is not necessarily easier than any of the others, but if you’re terrified of creating visuals (as I was for a long time), it may feel safer.

Final note: If you’ve been meaning to update your old blog posts but your blog doesn’t get great traffic, consider doing this instead. It’s a decent amount of work and, by publishing your ideas directly to LinkedIn, you can start seeing what works well in that medium.

Bonus: when you find a topic that sparks conversation on social, that’s a signal you’ve hit a nerve. Consider expanding on this topic in other marketing channels.

Option 2: Make a Carousel

Carousels are those clickable (or swipeable) posts that function as mini slide decks. They’re visual but generally include text as well.

To make one, you’ll need three things:

• A Canva account: If you don’t already have a Canva Pro account, sign up for a free trial. Once that expires, the subscription is well worth the $10 – $15 / month per person.
• A brain: Check!
• 30 minutes: (Maybe a little longer for your first one.)

The easiest way to make a carousel:

Step 1: In Canva, click “Create design”

Step 2: Search for “LinkedIn Carousel” (Figure 5)

Figure 5: Selecting a LinkedIn Carousel template on Canva

Figure 6: LinkedIn carousel template selection on Canva

Figure 7: Color customization on Canva

Step 5: Adapt your content. The easiest way is to dedicate one slide to each H2 section of your post. Aim for no more than 25 to 50 words per slide. Break up the text with visuals.

Step 6: Proofread!

Figure 8: Downloading a carousel as a PDF from Canva

Figure 9: Posting a carousel to LinkedIn

Step 9: Add a link to the original blog post in the comments.

This is an excellent way to get yourself comfortable with Canva and will instantly add some interest to your LinkedIn page.

Option 3: Make a LONG Carousel

Short carousels summarize the key points of your long-form content. Long carousels convey your thoughts in much more detail, as in this 48-slide example.

Note, however, that the long carousel is not just a longer short carousel. It’s a format in its own right and it requires both more advanced design skills and a mastery of pacing – both of which are learnable!

A few notes on how to approach the long carousel:

1. Write out your argument in full in a text-only format before you start.
2. Edit the everloving heck out of it. Now is the time to work with a professional writer or editor. You want this text as lean and snappy as it can be. NO EXTRA WORDS!
3. Chop it up. The rhythm for this format isn’t so much idea, idea, idea. It’s much more like the rhythm of speech. The goal is to get your audience clicking. See these four consecutive slides from the example linked above, where the poster breaks ideas where a speaker might pause (Figure 10).
4. Use visuals! These both add variety (which prevents boredom) and say more with less (so you can use fewer words).
5. Vary your slide composition. The occasional three-word slide increases momentum, which makes clicking through fun and exciting (relatively speaking).

Figure 10: 4 slides from a 48-slide carousel

I’ll be honest: anyone can do a short carousel. There's a learning curve but it’s not too steep. And even a so-so carousel is probably going to pause more people in their scrolling than a plain-text post, which is the whole point: build trust by getting your best ideas in front of the people you want to influence.

But long carousels require more skills: writing, editing, design, pacing. If you don’t have a background in comms (marketing, content, etc.) or a team that does, I recommend sticking to shorter-form carousels for the present (or enlisting the help of some comms folks).

Option 4: Make a Video

Not everyone is comfortable making videos. I tried to make some a few months ago and gave up (is that REALLY how my teeth look???). But if you’d rather talk than write or you’ve already got experience recording videos, give this a try.

A few possible approaches:

1. Record yourself as a talking head explaining a key concept from your blog – or a key concept you haven’t managed to turn into a blog yet!
2. Take the “slice and punch” approach and record yourself talking about just one key concept from a longer blog post.
3. Use Canva to create an animation (there are templates for this too!).
4. Record a video on TikTok (while you still can!), save it to your device, and upload it to LinkedIn.

Repurpose with Purpose

When the goal of your content marketing program is to establish your brand and its executives as thought leaders in your industry, hitting “publish” on a blog post is just the start of the journey.

From there, getting the word out – via LinkedIn, media pitching, email newsletters, and more – is essential to making sure your message gets in front of your target audience and inspires them to take action.

Remember: if you’re not repurposing your content, you’re wasting a lot of effort. If you’re not repeating yourself, your audience isn’t hearing your message enough times for it to sink in.