How to plan your content for LinkedIn

Why should you plan your content on LinkedIn?

If your goal on LinkedIn is to raise your profile, make valuable connections and build your business, we recommend you approach it with a strategic plan. This article will show you how to plan your content for LinkedIn.

Let’s dig into how you come up with your content for the next six months.

First of all, start with your strategy.

#1 Who are you trying to reach?

How to create content for LinkedIn

Write down the list of people you want to connect with and engage with on LinkedIn.

What organisations do you want to follow? Are you connected to thought leaders whose content you can share?

#2 What are your goals for the time you spend on LinkedIn?

Do you want to grow your business? Maybe you are trying to hire some team members. Are you connecting with your existing clients?

Write down some goals that are SMART – specific, measurable, achievable, realistic and timely.

This could look like:

  • Connect with 5 new people per week
  • Have conversations with at least two key decision makers this month
  • Write one thought-leadership article for your Company Page each month

#3 What should your content on LinkedIn be doing for you?

The content you create should cover everything from

  • awareness and consideration
  • educating your future clients
  • creating leads,
  • closing deals
  • creating customer advocacy.

#4 Why does Content Marketing matter?

Let’s dig into some stats.

B2B buyers engage in an average total of 18 meaningful interactions with a company before they buy (Forrester)

While people are spending time on other social channels, they’re investing time on LinkedIn. 80% of B2B leads come from LinkedIn (Oktopost).

Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric). Blogs can be one type of pillar content to create.

#5 What is Pillar Content for LinkedIn?

Your pillar content is one key piece you create on a regular basis. This could be in the form of a podcast, blog post or YouTube video.

Example – blogging

Write a regular blog on your website and then use this as core content to pull content for your LinkedIn posts and even repost as an article on LinkedIn.

Sharing content on a platform like LinkedIn, gives you the ability to raise your own profile and establish thought leadership. Plus it will drive more people back to your website where they can find out how to work with you.

#6 What does Content Marketing on LinkedIn look like?

“Content Marketing is the only marketing left”

Seth Godin

In 2021, people want to be entertained or educated rather than broadcast to.

Especially on LinkedIn – don’t speak AT your audience, try to speak WITH them.

Use content to tell stories, showcase your expertise and let people see/read/hear about your products or services.

Consider a mix of content to share on LinkedIn. This could include:

  • Videos
  • Blog content/articles
  • Industry news and research
  • Case studies from your own clients
  • Webinars
  • Eye-catching visuals and statistics (1200 x 627 pixel images are optimal)

Consider using carousel posts to really make an impact.

For a tutorial on HOW to create your carousel posts, click here

#7 Inspiration from my LinkedIn Network

One of my own favourite ways to create content, is to ask my network for their thoughts on issues or ways to use LinkedIn. Including for this blog 😉

Lyndsay Cambridge, Jammy Digital

At the start of each year, I plan an entire year’s worth of content. I don’t do this down to every detail! But I know what I’m selling throughout the year, and I know what content I must create which will help me sell that particular thing at that particular time.

I’ll then create blog posts (both helpful and more sales orientated) around the product I want to sell. This delivers me lots of website traffic.

I then repurpose those blog posts into LinkedIn posts. I can usually get 4-5 LinkedIn posts out of each blog post. And this will get engagement and conversations started on LinkedIn.

This strategy works well! And it all comes back to the thing I want to sell. I don’t just post randomly on LinkedIn when inspiration strikes (although that’s good too!)

Lyndsay and Martin of Jammy Digital run a fantastic 90 day content challenge – consider checking it out to help keep you on track. Here’s the link to find out more.

Amanda Inglis ,

Amy Woods, Content 10x

I think it’s good to have a mixture of planned content and “in the moment” content.

So, if you create episodic content for example you have a weekly blog post, video show, podcast or livestream… have some planned in repurposed content for LinkedIn. And I think that should be part of a regular, repeatable content system to make things easier – e.g. we always turn our video podcast into a couple of short videos for LinkedIn, some text only posts, a carousel, and sometimes an article.

I also think it’s a good idea to plan out separate LinkedIn posts. So not necessarily repurposed from another piece of content, but just posts created for LinkedIn that will be thought provoking/conversation starting/entertaining…but something that is in line with your personal brand.

Finally, I think there is a place for unplanned content particularly if it’s topical. If you have something to say on who won X Factor then say it, if you have something to say on Ronaldo coming back to Man U then say it…BUT, I still think you should only say it if you genuinely think what you’re posting is something anybody would care about, and if what you’re posting is aligned to your personal brand.

#8 Thought Leadership

Thought Leadership 
74% of prospects choose the company that was first to help them along their buyer’s journey. Share perspectives on industry news and trends, helpful product how-to’s and articles which reflect your company’s vision.


If you are reading through to the end of this blog, then I believe you are keen to use content marketing on LinkedIn to raise your profile. Don’t be afraid to share YOUR perspective on an issue within your industry.

#9 How does this work in practice?

Work out what your key content topics are going to be. For example, mine are:

  • LinkedIn for Business
  • Using LinkedIn Company Pages
  • LinkedIn Personal Profiles
  • Content for LinkedIn
  • LinkedIn Live
  • Small Business (my other hat – I am a Small Business Britain Champion)

Then under each of these key topics, have sub topics.

For example:

LinkedIn Personal Profile Sub Topics

  • Profile Photo
  • Background Photo
  • About Summary
  • LinkedIn Creator
  • and so on….

You can use something as simple as a spreadsheet to plan out your posts, with each column labelled for dates, topic, sub topic etc. Or maybe a scheduling tool – there are plenty out there!

Need Some Help?

If you would like help and support working out the next 90 days of content planning, then get in touch.

We will support you to plan your content marketing specifically for LinkedIn.

What your key topics are going to be, what format would work best for you, and get some peace of mind going forward that you will know what you are posting and when.