There are three reasons only sharing links to an industry related article on LinkedIn isn’t going to help you meet your goals:
1. You are expecting too much from your audience.
Click the link, read the article, circle back to your post and engage you in a conversation about it? That’s asking a lot of their precious time and the article is about your industry, not theirs.
Solution: Use the article as inspiration and create your own posts that share your insights, opinions and experiences about your industry so your audience can easily access and digest the content.
2. You’re expecting the wrong action from your audience.
They have followed you because they are interested in you or what you do or because you offer a service they may need but that doesn’t mean they want to read an article full of industry jargon or in depth concepts that interest you and your colleagues.
Solution: Try including your two cents when you share the link so they get the gist and your opinion and can engage with you then and there. You want them to engage with you, not with a third party new site.
3. You’re missing out on the full power of connecting with your ideal clients via social media.
Sharing links to industry related articles will let people know you are in that industry, passionate about it and on top of it but what else do they need to know about you to get to know, like and trust you?
Solution: Share content that tells people who you are. Show them your values, your experiences through your content. Engage them and generally build out a fuller picture of who you are.