Something has been changing in my LinkedIn feed recently. Now, if you’re a regular on the platform, you’ll be used to people moaning about feed issues such as excessive “AI slop” or countless posts telling you how to become a six-figure success. You’ll also be well versed about the declining reach and continually changing algorithms. But this change feels different. Useful. Perhaps.
It’s LinkedIn articles.
“Oh, we’ve been here before Anna. Nothing new.”
I know, I know, but hear me out.
A few years ago, we used to publish LinkedIn articles in earnest. Unsure whether people were actually reading them, we eventually gave up and focused our attention on website blogs or other relevant platforms (such as Medium, for instance).
But LinkedIn articles appear to be making a comeback, and I think it’s down to AI citation.
SEMrush analysed 325,000 unique prompts across ChatGPT Search, Google AI Mode, and Perplexity between January and February 2026, covering 12 major industry categories. The analysis identified 89,000 unique LinkedIn URLs cited by AI-generated responses.
That made LinkedIn the second most AI-cited domain after Reddit. On average, 11% of AI responses reference a LinkedIn URL.
This analysis got more interesting, though. Depending on the platform, LinkedIn articles accounted for 50-66% of all cited LinkedIn content, while feed posts made up 15-28%. Long-form articles (500-2,000 words) and mid-length posts (50-299 words) accounted for the largest share of AI citations.
This opportunity appears to be growing. LinkedIn feed posts and long-form articles increased their combined share of AI citations from 26.9% in November 2025 to 34.9% in February 2026.
So, LinkedIn articles are having another moment. If visibility in AI answers matters to you (and it probably should), they deserve another look.
Original ideas matter
Having your LinkedIn content cited by AI matters, because it puts your thinking in front of someone at the exact moment they’re asking about it. Relevant to the AI question, they can read your thoughts and ideas before clicking into your profile to discover more (if all goes to plan).
Personal profiles appear to win most citations, not company pages. And this gives B2B brands another reason to support brand champions who are keen and able to publish fresh LinkedIn content.
Here’s something I wholeheartedly agree with AI on: it prefers to cite carefully created original thought over mediocre noise every time. It doesn’t surprise me that genuinely helpful articles relevant to your target audience will have more success than anything else. In fact, 72% of AI-cited content is original while over half has been published within three months.
When LinkedIn articles make sense
We’ve established that AI cites a lot of LinkedIn stuff, especially articles. We also know many (most) B2Bs would welcome appearing in AI answers and searches. Does that mean LinkedIn articles are a dead cert? Absolutely not. But they do provide a particular opportunity for many B2B content strategies.
LinkedIn articles work best if you have something genuinely helpful, valuable, or interesting to say. That may be original thinking, specialist knowledge, or expertise that can guide others. In this scenario, LinkedIn articles may suit you.
Should you want to maximise your chances of AI visibility though, you must do more than write something fabulously interesting.
• Focus on a particular topic or problem. Better still, answer a buyer question, create a how-to guide, or compare alternatives
• Structure your article with sub-headings and lists (when relevant). This makes it scannable for AI
• Use statistics and analysis when possible. Your own research would be a bonus
• You can write up to 2,000 words, but quality must come before length every time
• Always publish on your personal profile (or your brand champion’s)
And here’s something to be mindful of: 75% of AI-cited authors publish at least five times a month (posts and articles). So make this a habit, not a one-off.
Personally, I’m not a fan of writing articles simply to please AI (and until now, SEO). I’ve always said write for your reader first, Google second. To me, it’s the same for AI search. You’re writing to help a real person and hopefully gain their trust. Luckily, AI appears to be getting this too.
Keep your website blog at the centre of everything
LinkedIn articles can widen your reach, but your website should remain home to your best thinking. You own the URL, control the experience, and decide who can see it. Use LinkedIn to extend that work rather than replace it.
A common myth, which I used to believe too, is that Google penalises duplicate content. It doesn’t (unless you’ve obviously verbatim pinched content from elsewhere). Instead, when it finds identical content across your different sources (even different web pages), it chooses which version to show.
This is important when managing your website blog and publishing LinkedIn articles on the same topic: you can have both, and one can support the other. But publish in the right order.
If you manage a website blog, publish your article here first and give it a few days to index.
Next, reshape the piece for a LinkedIn article. While you *can* copy and paste the whole article (because Google will simply choose one version), a fresh introduction and a link to the full website piece may give readers a better reason to continue.
This approach gives LinkedIn more chances to extend your reach and earn AI citations, while your website remains the place where readers can discover more.
So, your website blog can stay alive and well while LinkedIn articles cleverly widen your topic reach and AI visibility. Done well, the two channels support each other.
Why I’m revisiting LinkedIn articles
So yes, I’m going to rethink LinkedIn articles. AI is changing how people discover useful content, and that makes the format worth testing again. But my website blog will still come first.
I dug into my LinkedIn history and found 15 aging articles, the most recent published in March 2021. Interestingly, that was called “Where will copywriting be in five years’ time?” And here we are!
First, I’m going to decide whether to update those 15 articles or remove them entirely. Content marketers increasingly talk about the importance of “content subtraction”, but I’ll save that for a future article.
Then, I’ll think about introducing my latest articles on LinkedIn, starting with this one.
If you think LinkedIn articles could make sense for your business, but the work feels overwhelming, let me know. I can help shape your strategy or ghostwrite the articles.
Don’t let *doing it* stop people from discovering your expertise. Because when they’re asking AI a relevant question, it’s exactly what they want to read.
