In June, LinkedIn published its 2014 Professional Content Consumption Report. This report was based on a study of how 2,701 LinkedIn members in the U.S. consume content.
Here’s a look at the results, including the benefits of sharing and consuming content on LinkedIn, and the content that works on the platform.
According to the survey, 91 percent of respondents said they use LinkedIn weekly to find professionally relevant content.
The survey found that people primarily share professional content on LinkedIn to increase their visibility and enhance their reputations.
LinkedIn actively encourages members to add and share original content. You can now create long-form posts directly on LinkedIn.
Top posts can be shared tens of thousands of times—more than posts on sites like Forbes. I have created a few posts, and while they haven’t been shared as widely as the ones LinkedIn promotes each day, they get shared.
In our BuzzSumo research, we have found that career advice articles tend to dominate the most-shared articles on LinkedIn. For example, the top five most-shared LinkedIn articles over the last 12 months were:
We also found a direct relationship between content length and sharing. Our BuzzSumo analysis below shows the longer the post, the more it’s shared.
If you write about topics that interest LinkedIn members, long-form content works well.
Content you publish early in the week gets more shares, then declines over the week and is very low on the weekend.
A version of this article originally appeared onBusiness 2 Community.