Content is how you get people in the door, build trust and with consistency and engagement overtime they convert to opportunities and sales. So how do you make your LinkedIn content work for you?
This article provides a roadmap to start getting in front of the right people with the right message.
LinkedIn Content Strategy
Your content strategy should always connect to you, your brand and your business goals.
I often see small businesses produce random content that’s ultimately useless because it has no connection back to their business. Example: “Quotes” feel good content but if the ideal person you want to influence doesn’t connect that quote to your business, then the post doesn’t align with your business goals.
Different forms of content require different strategies; the focus of this post is LinkedIn content. Just know that all your content can and should be repurposed over all platforms.
You post on LinkedIn should speak to your ideal client if your goal is sales – what do they want to learn from you that you can post about positioning what your ideal struggles with along with yourself as a resource.
- Informational style content and reach new audiences and expand your brand’s visibility.
- Thought-leadership content positions you as a expert in your field while positioning your brand.
- Personal storytelling, this style connects with people on a more personal level, sharing your experience where others will say “Oh, that’s me.”
Before jumping into your LinkedIn marketing, define who you’re talking to, what your goal is, and where the content fits into your overall marketing efforts.
You need a good LinkedIn content strategy, but also good messaging to convert into sales.
AI Content
AI won’t save bad content strategy. Use AI to assist with your content ideas, but it is imperative to keep it human, using your own words. AI is a tool but NOT a replacement for you and your voice. It’s been reported that 82% of people can spot AI-written content at least some of the time. Among ages 22-34 that rate rises to 88%.
“The average buyer engages with your brand 11.1 before converting”
LinkedIn Post Formats
I’m often asked “What type of content works best on LinkedIn” which I wrote about last year and how do I create images. I create all my images in Canva, a free and subscription-based graphics program with premade templates. Below are the formats of posts you can use on LinkedIn.
Text + Single Image – Infographic, charts, data, team photo and events are all great ideas for a single image. Don’t overload the image with too much text, make it skimmable. The first 3 lines of the text description should hook in the viewer and connect the content to the image.
Document post – I like this style post because it allows me to share a bigger story. This style is the same as a carousel post you might use on Instagram. This is a great format for lists, tips. If you scan my posts on LinkedIn, you will see I like to post things like “5 LinkedIn Profile Mistakes that are costing you clients”
Document posts do take more time, but if done well they keep the visitor on your post longer and that is to your benefit. That’s called Dwell Time. LinkedIn tracks how long users spend on your post. Longer dwell times signal higher content value, which can result in greater reach to more people in your network!
In 2025, it’s been recommended your document post have between 8-12 pages for optimum results.
Video post – This style is doing well early in 2025. Video can be shot with your mobile device, vertical and between 30-60 seconds for short form content, 1-2 minutes for longer form content. Always add captions which should be added more toward lower middle vs bottom as they can get covered up once posted.
Note* video from mobile tends to zoom a bit once posted so make sure there is space above your head when recording. Video shows your authenticity; you’re a real human! Get to the point immediately in the first 3 seconds for best results. Talk like you talking to a good friend versus being too scripted and formal.
Polls – This style continues to work for engagement. Structuring a poll with a 3 answer response seems to be performing best versus 4 or 5.
Articles and LinkedIn Newsletters
Articles can position your thought leadership with a longer format for writing. The key to engagement is a headline that hooks in the reader and a strong start tying in the purpose you stated in the headline.
Mix in images to break up the text and make the post more interesting.
Always add a call to action at the bottom of every article. How can the reader contact you? How can they work with you? How can they learn more?
Newsletters are strong in terms of getting in front of more people. When invite a new connection on LinkedIn, they immediately get an invitation to subscribe to your newsletter.
I wrote an article that will help you create your newsletter: “Mastering LinkedIn Newsletters: A Step-by-Step Guide to Boost Your Business Visibility”
What is the lifespan of your post?
Recent data tells us the average lifespan of a post is about 24 hours before it dies. ☹️
The first 90 minutes matter most and if when LinkedIn shows the post to a percentage of your network, if you get comments (this is your goal) then LinkedIn extends the reach to more people.
Comments and reposts are what you want, this signals LinkedIn that you post is stopping people and thus has value.
If someone comments, rather than just reacting to their comment, ask them another question to keep the conversation going because this helps the life of your post.
I also recommend Re-posting your own post without comments about 5 hours after your original post time which brings the post back to the top and hopefully more people will see it who didn’t previously.
You can potentially BOOST the reach of your post 30% by commenting on others people’s posts right after your post goes live. I encourage you to comment on 5-10 posts of people who are your advocates as they are more likely to comment on your post and then other relevant posts where you can add value with your comments.
3 LinkedIn Mistakes Entrepreneurs, Business Owners and Consultants Make that Kill Post Conversions
If your content isn’t attracting the right people or converting views into conversations, one of these mistakes might be the culprit, and they are fixable. Audit your past posts and see where your messaging could be improved…
𝟏. 𝐘𝐨𝐮’𝐫𝐞 𝐧𝐨𝐭 𝐬𝐩𝐞𝐚𝐤𝐢𝐧𝐠 𝐝𝐢𝐫𝐞𝐜𝐭𝐥𝐲 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐢𝐝𝐞𝐚𝐥 𝐜𝐥𝐢𝐞𝐧𝐭.
Your posts are too broad. Instead, picture the job title your dream client uses and the specific challenge they’re facing—one that you help solve. Speak to that person.
(Example: in this post, I speak to entrepreneurs)
𝟐. 𝐘𝐨𝐮’𝐫𝐞 𝐨𝐯𝐞𝐫𝐥𝐨𝐚𝐝𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐰𝐢𝐭𝐡 𝐭𝐨𝐨 𝐦𝐮𝐜𝐡 𝐢𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧.
When you over-educate, it can feel like a firehose of advice. Instead of feeling empowered, your audience feels like they can’t do it alone—and scroll on. Keep your message simple and make it clear that your solution makes their next step easier, not harder.
𝟑. 𝐘𝐨𝐮’𝐫𝐞 𝐧𝐨𝐭 𝐜𝐥𝐞𝐚𝐫𝐥𝐲 𝐬𝐭𝐚𝐭𝐢𝐧𝐠 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐨𝐟𝐟𝐞𝐫.
Assuming people “get it” from your profile headline is a mistake. Your posts should reinforce your expertise and lead somewhere. Whether it’s a tip, a trust-building story, or an offer—make your message clear and your call to action even clearer.
How do you fix your LinkedIn post engagement?
𝐒𝐭𝐚𝐫𝐭 𝐛𝐲 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐥𝐚𝐬𝐞𝐫-𝐟𝐨𝐜𝐮𝐬𝐞𝐝.
Choose one specific audience, simplify your message, and make it crystal clear how you help. Every post should build trust, clarify your offer, and invite action—even if it’s just a comment.
You don’t need a full content overhaul. You just need more intentionality behind your messaging.
Conclusion
LinkedIn content requires testing to see how your network responds. It takes time and consistency. There is plenty of opportunity to be seen and heard on this platform, if you find you would like to move a faster with a focused approach, contact me – I have a program to help you get moving!
Email me: [email protected].
I invite you to SUBSCRIBE to my newsletter as an example of my styling and content.
