LinkedIn content strategy

LinkedIn rewards relevance, not volume. Two sharp posts built on real customer proof will outrank ten generic updates every time. I proved this last quarter when one carousel case study booked three consultancy calls while a fortnight of motivational memes delivered silence.

This chapter turns that lesson into a ninety-day content engine. You will define a single objective, build a repeatable calendar, craft copy that hooks busy buyers and follow engagement habits that teach the algorithm your work deserves reach. The plan compounds the profile and warm-up groundwork laid in earlier chapters, so every new visitor is already primed to talk.

Start with strategy before typing a single post. Pick one commercial objective the feed must serve. Common choices are demo bookings, proposal requests or newsletter sign-ups. Resist the urge to chase more than one result in the same quarter.

Next, define the audience segment. The narrower the persona, the clearer the language. An IT consultancy might target operations managers at mid-market fintech firms, not “tech leaders” in general.

Choose two message pillars. I recommend pain awareness and proof of outcome. Pain posts describe the Monday morning headache your prospect feels; proof posts show the relief your service delivers. Anchor every update to one pillar so feeds stay coherent.

Set one confidence metric to track progress. Profile-view-to-conversation rate works well because it links content reach to booked calls. Aim to lift that figure by ten per cent within ninety days.

With strategy locked you can map a calendar that distributes those messages without burnout, which is the next step.

A sustainable cadence balances reach with depth. Three posts a week is enough to stay visible without spamming. I recommend Monday for a story post, Wednesday for a proof asset and Friday for a light engagement piece such as a poll.

Sketch a four-week loop of themes. Week one might highlight an onboarding pain, week two a cost-saving result, week three a process insight and week four a client quote. After four weeks recycle the loop with fresh angles. Repetition teaches the algorithm who should see you and keeps ideation stress low.

Block one hour every Friday to outline next week’s posts and schedule drafts. This ritual prevents blank-page panic on Monday mornings. Leave room for topical reactions if industry news breaks, yet protect the core plan.

Finally, repurpose high-performing comments. A thoughtful answer that earns five replies can expand into a micro-story post. Recycling comments saves time and ensures voice-of-customer relevance.

With dates and themes set, attention shifts to crafting individual posts that stop the scroll, which we cover next.

Great copy starts with the hook. Write a first line that states pain or result in twelve words or fewer. Example: “Trial users quit on day seven because setup feels like homework.” Short, specific hooks invite curiosity.

Structure the body in three parts: story, insight, next step. Story paints the scenario in two or three sentences. Insight explains the lesson or metric. Next step tells the reader what to do, such as comment for a template or DM for a quick audit. Keep sentences short. Break long points into single-line paragraphs for mobile readability.

Match format to message. Carousels excel at step-by-step processes, document posts house checklists and native video under sixty seconds showcases demos. Rotate formats to reach different consumption preferences while staying within the message pillars.

Use British spelling and plain language. Buzzwords dilute authority. Run a quick spell-check before scheduling. Measure the post’s success by profile views and conversation starts, not likes alone.

Copy is ready; engagement habits now decide whether those posts surface to ideal buyers, detailed in the next section.

Engagement begins before you hit publish. Spend fifteen minutes commenting on influencer or prospect posts. Meaningful comments prime the feed to show your update next.

Reply to every comment on your posts within two hours. Early conversation signals quality and extends reach. Ask follow-up questions to deepen threads. LinkedIn promotes discussions that feel like live chats.

Tag people sparingly and only when the content highlights their achievement. Forced tags lower reach and damage trust. If you share a client win, tag the client; if not, let the post stand alone.

Monitor inbound messages and connection requests daily. Respond promptly. Fast replies raise your response score and push future DMs to primary inboxes rather than “Other”.

Log weekly engagement metrics alongside content performance. Look for patterns in hook formats, timing and comment topics. Use those insights to tweak the next month’s calendar.

With engagement rituals set your content engine can run on thirty minutes a day, freeing focus for client work. A short recap follows.

A clear objective, two message pillars and a four-week calendar give LinkedIn activity a strategic spine. Sharp hooks, story-insight-call structures and varied formats turn those plans into posts that prospects read and share.

Consistent pre- and post-comment rituals teach the algorithm to surface your voice while genuine dialogue converts attention into booked calls. Together these habits build a ninety-day engine that compounds profile optimisation and warm-up groundwork without requiring daily content marathons.

Apply the plan for one quarter. Track profile-view-to-conversation lift, refine under-performing themes and double down on proof assets that resonate. The final guide chapter will show how to scale this engine with light automation while keeping engagement human.