LinkedIn Articles 'V' Standard Posts: What Are Best For Scaling Businesses?

Thought leadership isn’t just a 'nice to have' - it’s a crucial tool for scaling a business.

Whether you're a developer, contractor, architect, or consultant, the ability to build trust, demonstrate expertise, and win new business is directly tied to your online presence...and LinkedIn is the place to do it.

But here’s the thing: not all LinkedIn content is created equal.

While many businesses and founders focus on short-form LinkedIn posts to boost visibility, they often overlook one of the platform’s most powerful - and underutilised - tools: LinkedIn Articles.

In this blog post, I’ll explore why LinkedIn Articles can be a strategic asset for growth, how they differ from regular posts, and what your business stands to gain by leveraging them effectively.

LinkedIn Posts vs. Articles: What’s the Difference?

At first glance, posts and articles might appear similar — both allow you to publish content directly on LinkedIn. But their function and impact are quite different:

Feature	LinkedIn Post	LinkedIn Article
Length	Up to 3,000 characters (approx. 500 words)	Up to 125,000 characters (approx. 15,000 words)
Lifespan	Short-lived (visible for 24–72 hours)	Long-lasting (indexed and searchable)
SEO Potential	Low (not indexed by Google)	High (indexed by Google, boosts organic reach)
Content Depth	Snippets, updates, light opinions	In-depth thought leadership, storytelling
Formatting Options	Minimal	Full formatting (headings, links, images)
Reader Behaviour	Quick scan, brief engagement	Longer attention span, intentional readers

Put simply: use posts to get attention; but use articles to build authority and win serious work.

Why LinkedIn Articles Matter for the Built Environment

1. Establish Your Expertise in a Crowded Market

Whether you’re a quantity surveyor, construction project manager, developer or planning consultant, LinkedIn Articles allow you to showcase your expertise in a way that short posts simply can’t.

This could include:

• A breakdown of the latest changes in planning policy

• A lessons-learned piece from a recent project

• Your take on MMC (Modern Methods of Construction) or sustainable design

• An analysis of housing market trends or commercial real estate challenges

In our industry, projects are often won on trust, reputation, and insight - not just price. Articles allow you to position your company (and your team) as forward-thinking and knowledgeable.

2. Long-Term Visibility Through Search (Google & LinkedIn)

Here’s something most businesses in construction and property overlook: LinkedIn Articles are indexed by Google. That means when someone searches for “commercial refurbishment trends” or “planning permission in Green Belt land,” your article could show up...for free.

Imagine a developer finding your post when searching for help on viability assessments, or a public sector client coming across your expertise in net-zero building regulations.

This kind of visibility compounds over time, and you only have to write the article once.

3. Demonstrate Capability Through Case Studies and Lessons Learned

A LinkedIn Article is the perfect format for showcasing real-world results. If you’ve just delivered a major office fit-out, regeneration scheme, or retrofit project, why not write it up?

Instead of a one-paragraph post with a photo, create an article that explains:

• The client’s challenge

• Your approach

• Technical considerations

• Outcomes and results

• Key takeaways

This format isn’t just marketing fluff; it’s a proof of capability that procurement teams and decision-makers can trust.

4. Support Tendering and BD Conversations

Imagine this: you’re in conversation with a potential client or partner, and they ask about your approach to sustainability, digital construction, or social value delivery.

Instead of sending over a brochure, you can share a LinkedIn Article you’ve written on the subject.

This does two things:

1. Positions you as a thought leader

2. Opens the door to deeper, more strategic discussions

   
   

And because LinkedIn is a professional platform, there’s already an element of credibility attached to your content, especially when it’s published under a personal or company profile.

5. Build the Personal Brands Behind Your Business

People buy from people, especially in construction and property, where relationships matter just as much as project delivery.

LinkedIn Articles give your directors, project leads, and technical experts a platform to share their knowledge and insights. This not only strengthens their personal brands but also reflects positively on your business as a whole.

When your senior QS writes about value engineering, or your architect shares lessons from a complex heritage project, they’re not just showcasing their own skills, they’re showcasing your company’s depth.

How to Use LinkedIn Articles Strategically in Your Business

Create "Anchor" Content

Focus on topics that highlight your business’s core strengths:

• Project delivery methodology

• Innovations in off-site construction

• Navigating planning processes

• Health & safety in live environments

Make these evergreen; content that remains relevant for 6–12 months or longer.

Combine Articles With Posts

Use short posts to draw attention to your article, then link readers through.

Example post:

“Net zero isn’t a buzzword — it’s a design principle. We’ve just published a new article on how we’re helping clients hit carbon targets on refurbishment schemes. Read more here 👉 [link]”

This boosts engagement while pointing people towards deeper content.

Make It Easy to Read and Share

Use clear headlines, bullet points, images, and links. Break up long blocks of text and guide the reader through. And encourage your team to like, comment, and share — the more engagement, the more visibility.

LinkedIn Articles Are a Long-Term Asset for Growth

In the built environment, trust is built over time. Projects don’t close after one post or a single meeting — they evolve through consistent communication and expertise.

LinkedIn Articles give you the platform to show what you know - and to be found by the right people, at the right time.

So instead of only posting site updates and award wins, use articles to:

• Educate your audience

• Showcase your technical expertise

• Influence the industry conversation

• Support your tenders and pitches

• 
  

If you're serious about standing out in property or construction, it's time to go beyond just short posts and start investing in the kind of content that scales your reputation and drives long-term growth.

Need help writing your first article? I can help you create a tailored piece that reflects your expertise and business goals. Contact me on rechenda@nurturemarketing.co.uk or call me on 07506 209891.