If you’re on LinkedIn but not seeing the traction you hoped for, it might be time to rethink your content strategy. Posting on LinkedIn isn’t just about sharing updates—it’s about creating engaging content that sparks conversations, drives connections, and ultimately helps you achieve your professional goals.
Here’s the truth: LinkedIn is a content-driven platform. Those who stand out are the ones delivering value, engaging their audience, and consistently showing up with insightful content. So, how do you create posts that actually make people stop scrolling, engage, and interact with you?
Let’s break it down.
Understand Your Audience First
Before you write a single word, you need to understand who you’re talking to. What does your audience care about? What challenges are they facing? What insights can you offer them that no one else is talking about?
It’s tempting to just jump in and start posting, but the most successful LinkedIn users are those who speak directly to their audience’s pain points. You can’t be everything to everyone, so don’t try. Narrow your focus, and aim to solve specific problems or offer insights that are deeply relevant to your niche.
Offer Value, Don’t Just Promote Yourself
One of the biggest mistakes people make on LinkedIn is treating it like a billboard. Sure, there’s a time and place for self-promotion, but if every post you make is about what you offer, people will tune out fast.
Instead, focus on giving value first. Share industry trends, offer advice, comment on news relevant to your field, or even provide free tips that can help others succeed. The more you give, the more you’ll gain in the long run. Think of your posts as starting conversations rather than broadcasting announcements.
Consistency Is Key
Let’s be real—posting once every few months isn’t going to cut it on LinkedIn. If you want to stay top of mind, you have to be consistent. That doesn’t mean you need to post every day, but you should aim for at least 3-4 times a week. And don’t worry—this doesn’t have to be a monumental task. Once you have a content strategy in place, it becomes much easier to plan and execute your posts.
Pro tip: If consistency feels overwhelming, try batch-creating content. Dedicate one day a week to creating all your posts, then schedule them out. This way, you’re staying visible without scrambling to come up with ideas every single day.
Mix It Up: Types of Content That Work on LinkedIn
Here’s the thing—variety matters. If you’re always posting the same type of content, people will get bored, and your engagement will drop. To keep things fresh and interesting, aim to mix up your content with different formats:
- Text-based posts: Quick, insightful updates or thoughts are easy to digest and often get great engagement.
- Articles: Go deeper into a subject with longer-form articles that showcase your expertise.
- Images and infographics: Visual content is highly engaging, especially if it presents useful data or new insights in your industry.
- Videos: LinkedIn users love video content, especially when it’s informative or offers a behind-the-scenes look at your business.
- Polls: Simple, interactive, and a great way to gauge your audience’s opinions or gather insights quickly.
By diversifying your content, you’ll not only keep your audience engaged but also increase your chances of reaching different segments of your network.
Be Relatable—It’s Not Just Business
Here’s the secret sauce for LinkedIn: people connect with people, not businesses. While LinkedIn is a professional platform, that doesn’t mean you have to be all-business all the time. In fact, some of the best-performing posts are the ones that are a little more personal.
Share stories about your career journey, lessons you’ve learned along the way, or even challenges you’re currently facing. By opening up and being authentic, you’re showing that there’s a real person behind the profile—and that’s what makes people want to connect with you.
Engage, Engage, Engage
Posting great content is just one part of the equation. If you’re not engaging with others, you’re missing out on huge opportunities. When someone comments on your post, respond—even if it’s just to say “thanks.” When you see posts from people in your network, comment thoughtfully or ask follow-up questions. Engagement is a two-way street, and the more you give, the more you’ll get back.
And don’t be afraid to ask questions in your posts. Inviting your audience to share their thoughts increases engagement and encourages meaningful conversations. For example, after sharing a tip, ask: “What strategies have worked for you?” or “How do you approach this in your own business?”
Keep It Real and Avoid the Hard Sell
Nothing turns people off faster than a hard sales pitch. LinkedIn is not the place to push aggressive, in-your-face marketing tactics. Instead, focus on building relationships and offering value. If you do this right, people will naturally want to work with you.
Over time, your audience will see you as a trusted resource—someone they can rely on for valuable information, not just another salesperson trying to make a quick buck.
Be Patient: Results Take Time
Lastly, don’t expect instant results. Building an engaged audience takes time, especially on LinkedIn, where trust is a huge factor. Keep showing up, keep providing value, and keep building relationships. The connections and opportunities will come as long as you remain consistent and genuine.
Remember, LinkedIn is a long game. But if you play it right, the rewards—whether it’s new business leads, meaningful professional relationships, or recognition in your industry—will be well worth the effort.
Final Thoughts
Creating engaging LinkedIn content isn’t about being flashy or salesy—it’s about being real, offering value, and connecting with people in a meaningful way. Stick to these principles, and you’ll start to see your engagement grow, your connections deepen, and your influence expand.
So, ready to start creating content that gets results? It’s time to stop scrolling and start posting!