LinkedIn Content Strategy That Gets You Seen
Let’s be real: posting on LinkedIn without a solid LinkedIn content strategy can feel like you’re shouting into the void, unsure of what to say, who to say it to or why they should care.
The good news? You don’t need to go viral to be able to make an impact. You just need to be findable, followable and relatable to the kind of people you want to work with. Here’s how to build a LinkedIn marketing strategy that feels like you, works like magic and doesn’t require you to pretend you're a “thought leader.”
1. Start With: What Do You Want to Be Known For?
This is your content North Star. The first step is to define your goals.
Ask yourself:
What kind of work do I want more of?
Who is my target audience?
What do I want my personal brand to be known for?
This becomes your content lens. Everything you post should ladder up to this, whether it’s a how-to tip, a mini story or a spicy opinion (and trust me, LinkedIn LOVES a spicy opinion). If your audience is time-poor founders who want clarity and confidence, make clarity and confidence your vibe. If it’s super rare dog breed owners and their pets, show the world how much you know about them. There’s an audience for everyone if you’re brave enough to put yourself out there.
Define Your Business Goals on LinkedIn
Right, let's talk about goals (but not the boring kind). Before you write a single post, you need to know what you want your content to do. Otherwise, it's just a hobby. Getting clear on this now saves you from a world of "was that post even worth it?" later.
So, what’s the point of the exercise for you? Pick your main player:
You want more clients (a.k.a. Lead Generation): This is the big one for most people. Your goal here is to get the right people to slide into your DMs, book a call, or click the link to your services. Your content will act like a magnet for your ideal clients, warming them up so they're ready to talk business.
You want to be "that person" for your topic (a.k.a. Brand Awareness): Maybe you're not selling hard right now. You just want people in your industry to know your name. When someone asks, "who's great at [what you do]?", you want to be the first person they think of. This is about building your reputation, one helpful or spicy post at a time.
You want to build your squad (a.k.a. Community Building): You want to create a space for people who think like you. Your goal is to start conversations, get people talking to each other, and become the host of the best little party in your corner of LinkedIn. This is for you if you love connecting people and building a loyal following.
Pick one to lead with. You can do all three eventually, but focusing on one goal prevents your content from feeling scattered and gives every post a clear purpose.
Define Your Ideal Customer Profile (ICP)
Okay, you know what you want to achieve, now let’s get laser-focused on who you're talking to. Saying your target audience is "small business owners" is like saying you listen to "music" – it’s way too vague.
Your content will only start working when you get ridiculously specific. You need to know these people so well that your posts feel like you’re reading their minds. This is your Ideal Customer Profile (ICP). It’s not a corporate exercise; it’s about picturing one single person and writing directly to them.
Ask yourself these questions to find them:
What’s their actual job title? Not just "manager", but "Senior Marketing Manager" or "Founder of a 5-person tech startup". Be specific.
What industry are they in? Are they in the messy, creative world of branding agencies or the structured, data-driven field of finance? The language you use will change completely.
What’s their biggest headache right now? What’s the one problem that keeps them scrolling on LinkedIn at 9 PM, hoping for an answer? Are they struggling to hire the right people? Are they drowning in admin? Are they terrified of their next launch? Your content needs to be the aspirin for that headache.
When you know that you’re writing for a 40-year-old Marketing Manager in London named Sarah who is struggling to get her team to be more creative, suddenly it's a lot easier to know what to say.
Optimise Your Profile to Convert Visitors into Followers
Think of your content as the party and your profile as the front door. If your posts get someone interested enough to click on your name, your profile has one job: convince them to come inside and stay a while. This isn’t just admin; it’s a crucial part of your LinkedIn profile optimisation.
Here’s how to stop people from walking away:
Your Profile Picture: Please, no blurry holiday snaps or logos. People connect with people. All you need is a clear photo of your face, with good lighting and a hint of a smile. It just needs to look like the friendly, capable human you are.
Your Headline: This is the most important bit of text on your profile. Don't just put "Freelancer" or "Business Owner". That tells people what you are, not what you do for them. Use a simple formula: "I help [who you help] to [get what result]". For example, "I help tech startups create copy that doesn't sound like a robot" is a million times better than "Copywriter".
Your 'About' Section: This is not your CV. No one wants to read a wall of text written in the third person. Write it like you talk. Start with the problem your ideal customer has, then briefly explain how you solve it. Break it up with short paragraphs and bullet points. End it with a clear call to action, you could tell them to visit your website, follow you or send you a message. Make it easy for them to take the next step.
2. Build a Post Mix That Hits All the Right Buttons
You don’t need to reinvent the wheel. Just rotate through 3–5 core content pillars for your LinkedIn post ideas:
Teach something – “3 ways to simplify your launch copy” / “What I’d never do again as a solopreneur”
Tell a story – Personal wins, fails, client moments or how you got here
Share your process – Show behind-the-scenes thinking. People love this.
Say what you believe – Your values, your boundaries, your red flags.
Invite action – Ask questions, start a convo or share a freebie
💡 Hot tip: You can pin your best-performing posts in the Featured section of your profile. This becomes your highlight reel for lurkers. Make those posts work harder for you!
A Guide to Content Formats
Use different content formats to keep your feed interesting and perform well with the LinkedIn algorithm.
Here are the main formats to use:
Text-Only Post: Use text to tell stories, share strong opinions or ask questions. Adding a photo of yourself will increase attention.
Carousels (PDFs): Use carousels to teach complex ideas. Break a topic down into 5-10 simple slides. Create a PDF and upload it as a document to post one.
Video: Use short videos recorded on your phone to build trust with your audience. Share a quick tip or thought and always add captions.
Polls: Use polls for fast engagement. They are effective for market research, starting debates or interacting with your audience.
LinkedIn Articles: Use articles for long-form content. This format allows you to cover a topic in greater detail than a post to establish your expertise.
3. Post Like You Talk
Please, for the love of scroll fatigue, don’t write like a LinkedIn robot.
Write like you’re leaving a voice note for your favourite client. First person. Conversational. Occasional emojis, if they’re your thing. Space things out so they’re easy to read on mobile.
If it sounds like you, it is your brand voice.
4. Show Your Face, Even If You’re Cringing
Posts with your face get 38% more likes because people connect with people.
You don’t need a fancy shoot. Just good light, a timer and a smile. Or share a behind-the-scenes photo with a caption that adds context.
Plan Your Content with a Calendar
Random posting gets random results. A consistent presence on LinkedIn signals reliability to your audience and the algorithm. The easiest way to stay consistent is to create a content plan.
This doesn't need to be complicated. Use a simple spreadsheet or a notes app as your content calendar. At our agency, we use tools like Asana so our clients get a complete overview of the content plan and can approve posts and add comments in one place. Plan out your posts a week or two in advance. Note down the topic, the format you'll use and the main point you want to make. This process removes the daily pressure of figuring out what to say.
Your posting frequency should be realistic. Start with two to three high-quality posts per week. It is better to be consistently good than to be briefly amazing and then disappear.
Best times to post on LinkedIn
Now, for the best time to post. While the truth is that every account has its own rhythm, general trends give you a powerful place to start. For LinkedIn in 2025, the most effective times are generally:
Tuesday to Thursday
8am–10am and 12pm
Treat these timings as a guide, not gospel. People check in before work or over lunch, but your audience might behave differently. Post at these recommended times for a few weeks, then check your analytics to see which posts get the most views and engagement. The data will show you your own unique, ideal posting schedule.
5. Always Include a Call to Action
Every post should answer this question: what should they do next?
Whether it’s “comment below”, “DM me for the link” or “click here to grab the freebie”, make it obvious. Don’t make people guess
Measure and Refine with LinkedIn Analytics
You can't improve what you don't measure. The only way to know if your strategy is working is to look at the data. Don't guess; use LinkedIn analytics to make smart decisions.
Here are the essential metrics to track for your personal profile. Click 'Analytics & tools' under any of your posts to find them.
Impressions: This is simply how many times your post was shown to people. It tells you about your reach. Are people seeing your content?
Engagement Rate: This is the most important number. It’s the percentage of people who saw your post and reacted, commented or shared it. A high engagement rate means your content is resonating with your audience. LinkedIn values this above all else.
Follower Growth: Are the right people starting to follow you? Steady follower growth shows that your content is attracting your target audience and your profile is convincing them to stay.
Look at your analytics weekly. Find the posts with the highest engagement. What were they about? What format did you use? Was it a story, a question or a tip? Do more of what works and less of what doesn't. This is how you refine your strategy over time.
TL;DR?
Get clear on what you want to be known for
Rotate through 3–5 post types that work for your brain
Keep it human, helpful and true to you
Add a CTA to everything
Show your face (awkward selfies welcome)
Because the truth is, you don’t need a perfectly polished strategy, just one that feels right and gets you seen by the people who matter most.
Bio
Hey. I'm Sam, a social media strategist and the founder of Vertebrae Social. I believe in the power of authentic personal branding on LinkedIn. My work involves helping founders and business owners overhaul their profiles and content strategy so they can stop shouting into the void and start connecting with the right people. Having been part of LinkedIn's first Creator Accelerator programmes and hosted workshops for organisations like Virgin Money and NatWest, I'm passionate about helping professionals show up as their true selves to achieve their biggest goals.
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