LinkedIn content strategy for business & marketing (ultimate guide)

Your guide to creating a LinkedIn Content Strategy and constructing posts that get high engagement.

LinkedIn content strategy for business & marketing (ultimate guide)

Are you ready to start building a brand or take it to another level? Then it's time to create a new content strategy for LinkedIn!

Don't worry, we're here to help.

LinkedIn has become the go-to for B2B marketing & business, and if you aren't already taking advantage of it you should be! We have all the info you need to start building your LinkedIn content strategy.

The lemlist LinkedIn content strategy for business & marketing

To give you the best possible LinkedIn content marketing strategy for business we are going to share all of our πŸ”₯ tips!

We'll cover:

Btw, this article is a part of our LinkedIn marketing strategy series.

Let's build you a brand!

LinkedIn posts best practices

  • Hook the reader in your intro
  • Make a post that flows easily and it's easy to read
  • Create relevant content that brings value
  • Build the perfect network that's tied to your objectives
  • Tag relevant parties in a meaningful way for better reach
  • Add images and videos that capture attention
  • Include hashtags for additional reach
  • Master the timing of your posts
  • Post as often as you can, but don't let the quality of posts decrease
  • Borrow already existing ideas and adapt to your audience

In the next chapter, I will walk you through each of these bullet points in more details.

How to create a post on LinkedIn that will command attention

The first step of building your LinkedIn presence is to create posts! Even better, posts that will grab your audience's attention and keep them reading till the end.

How to create a post on LinkedIn that will command attention

So, here are our best tips to get you started: Β 

Step 1 - Formulate a catchy intro

It all starts with your intro!

LinkedIn takes the first couple of lines of your post and leaves the rest in "see more". So your goal is to make a catchy enough intro to encourage your audience to keep reading!

Just like you want a subject line that corresponds to the body of your emails, you want your intro to be in line with the rest of your post.

You might be thinking "Okay that's great but how the heck do I create a catchy intro" and I'm with you, sometimes it can be like pulling teeth.

Thankfully I have some tricks to help you out!

When crafting your intro, you want to think of the goal of your post. What value are you bringing people or what story do you want to tell?

You can mention this in your intro! The best way to do this is to write out your post, or at least all the key ideas, and then go back later and add the intro.

Another tip is to make it like a preview. So keep the main idea of your post, but don't give away all the information in the first two lines, otherwise your audience won't need to keep reading.

Take a look at how Nadja hooked her readers and also gave insight about what her post would be about:

linkedin content strategy 2021

With this intro Nadja got almost 400 reactions and over 100 comments, check out the full post for more inspo.

Now to really craft a good intro you'll also need to understand the next points...

Step 2 - Write with the storytelling technique

The first of them is making your post like a little story. When you're writing a post, try to think of it from another person's point of view. More specifically, your target audience.

Many posts on LinkedIn are about something you have mastered, are still learning, a motivational moment, or one of your recent achievements.

All of these things have a story behind them, and your post should be centred around this story.

Take this LinkedIn post for example:

linkedin content strategy 2021

The point of his post was that since he is no longer commuting he started doing a daily "unwind" activity to get him out of the work mindset.

But instead of just saying that he walked us through how he came to this realization, what he is doing to fix it, and more importantly, what we can do to fix it for ourselves.

He tells a story that inspires us to keep reading until the end!

There is not a perfect science behind storytelling, it's something that comes with practice. Make sure to continually get feedback from friends and colleagues to find out what works best to improve your posts!

Step 3 - Use short phrases

You might have already noticed this, but LinkedIn likes posts with short phrases.

Posts like this are also appealing to readers. A post with one-line sentences or short phrases is a lot easier on the eyes and feels less intimidating than a post with large paragraphs, even if it's the same amount of content.

When you pair this style with storytelling it creates a magic formula that helps you to flow through the post without realizing that you've already gotten to the end.

To formulate this, keep in mind that every idea is a new phrase. You can also try to simplify your phrases to make them shorter and increase readability.

Check out this LinkedIn post:

LinkedIn content strategy 2021

He uses simple phrases that seem powerful, so by the end of the post you feel like you have read a story even though he is almost always using one-line sentences.

Step 4 - Produce long form content

I know what you're thinking: Short, long, what do you want from me?!

Short phrases but long content is the key to storytelling (and this also goes for B2B content marketing.)

Like you saw in the previous LinkedIn post example, he is using very short phrases, but the post ends up being pretty long.

Don't worry if your posts look like that, it's a good thing! The LinkedIn algorithm loves when you share original content, and long posts are a great way to do that.

Plus by combining short phrases and long posts you end up with content that reads effortlessly.

Step 5 - Create posts that are targeted to your audience

Now that you know how to style your post, it's time to think about the content. Although the special styling tips will help get your post to the top of the feed, you still need to create quality content that people will engage with.

So, what is great content on LinkedIn? Posts that are targeted to your audience.

To give you a better idea of what to post about just take a look at your network to see who is following you. Then think about what type of posts will add value for them, or that they would be interested in.

For example, if your network is mostly in the Sales industry, you want to share your best cold call or cold email practices, lessons you've learned in this field, an interesting call you've had, etc. And this applies to any other industries as well!

To reach the content holy grail you can add another level to this - create content that you enjoy writing about.

linkedin content strategy 2021

Anyone can be a good writer, all you have to know is who you're writing for and what they want to hear. But the best writers are those that are passionate about their subject.

To give the most in your posts, you should try to find the middle ground between what your audience wants and what you enjoy writing about. After that, you're golden 🌟

Step 6 - Build a network that wants to see your content

This brings us to our next topic, creating a network that wants to see your content. If you are just starting out on LinkedIn, or even doing a little re-boot, this is a great opportunity to create the network of your dreams!

If you want to create that amazing content with topics you are interested in, you can reverse engineer the process we just did to find the perfect target audience.

Instead of thinking of your audience and then finding content, think of the content you want to produce and then consider who might want to read it.

For example, check out this LinkedIn post from Roxana.

LinkedIn content strategy 2021

She often posts about her career as a Social Media Manager but sometimes she likes to post about her experience as a digital nomad. She loves sharing these experiences because it was a big part of her life that gave her a lot of unique adventures.

When building her network she is always sure to look for people that have had these same types of experiences so she knows they will be interested in this content!

Just like a product has a best client, you should know your ideal audience and focus on building your network around that.

Step 7 - Increase your reach by tagging relevant people & pages

So you've got your post ready and built the perfect network, what's next? There are a few things you can do that will encourage engagement on your posts.

The first of these is tagging all relevant parties. The more people you tag the more visibility your posts will get, and of course, the more likely these people will be to comment on your post.

See how Guillaume manages this in his post:

 LinkedIn content strategy 2021

If someone said something that inspired you to write the post, tag them. If you are writing a post about your experience with a company, tag them. You get the picture!

Step 8 - Add images and videos

This one was probably a given, but LinkedIn algorithm likes when you add pictures and videos to your posts. Again, your audience also likes it!

In general posts with images or videos get better results, probably because they are eye-catching in the feed.

See how Daria did this to give some motivation while showcasing lemlist images:

 LinkedIn content strategy 2021

It's also nice to include pictures with you in them, it adds a human touch that reminds people that you are also a real person, not just a random person writing.

P.S. If posting a video, LinkedIn prefers if you post videos directly instead of linking to a YouTube video.

Step 9 - Include hashtags

Thankfully we are well past the days of filling social media posts with endless hashtags that nobody understands.

That said, adding a few hashtags to posts is still a relevant practice, especially for influencers. This is because hashtags allow you to essentially label a post under a certain category, which can help boost its ability to pop up on the top of searches (SEO).

For best LinkedIn posts you don't need to go crazy but simply add a couple of relevant terms.

You can add things like #startup, #sales, #b2b, #marketing, #thoughtleadership, etc. based on what your post concerns!

Usually three is a good number, any more can seem too early days of instagram-y.

In this case Meredith used only the most relevant hashtags to the content of her post to be sure the followers of the hashtags will enjoy her post.

 LinkedIn content strategy 2021

Step 10 - Find the right time to post

To get the best engagement possible you should try to find the perfect time to post for your audience. This part is a bit of trial and error, but we can provide you with some guidelines.

The best time to post is usually before and after work, or around lunchtime. Again, you can test all three of these and see which one works best for your specific network.

Keep in mind you might need to adjust this if you want to reach an international audience. For instance, since I'm based in Paris but I have an audience in the United States, I try to post either at lunch or after work so both audiences can see my posts.

Step 11 - Post often

The key to building a strategy is being consistent.

It's like working out. If you work out once every couple of months you won't see as much of a difference as if you are putting in some work every day, or even once a week.

The most optimal amount to post is every weekday, but you can start out slower and build as your audience grows.

We recommend getting started at one post per week while you build your network, and keep adding posts as the weeks go by. Remember, you are building a brand, this requires persistence.

This will really help boost that engagement and get you to the top of the feed!

Check out my transformation in just 2 months from posting once every few months to once a week.

From this...

 LinkedIn content strategy 2021

to this...

 LinkedIn content strategy 2021

Pro Tip: At lemlist we have a notion page dedicated to the LinkedIn strategy of our team members. It even includes our personal goals for the next quarter, and a personal calendar for each team member to organize our posts. This helps us stay on track with our publication and networking goals!

Step 12 - Ask colleagues to engage

Building a solid LinkedIn content strategy takes a village. To make it a bit easier, ask your colleagues to show you some love.

Don't hesitate to send your post to some of your coworkers and ask them to comment their opinion or tag people that might be interested! Plus, if they comment right after you post this can really boost your engagement rate. As long as you reciprocate it will be a win-win engagement situation.

In fact, at lemlist we have a dedicated slack channel for sharing our social media posts so we can engage with each other's content. Not only does this boost our engagement, but it also helps us to ensure that we see our colleagues' content.

You can also use your colleagues as a resource to improve your writing! Consider having a "LinkedIn buddy" to help you edit your posts and ensure you are giving the most value possible. We also use this strategy at lemlist to make sure our content is spot on.

Step 13 - Get inspiration from others

The last tip to help you create bomb LinkedIn content is to look to others for inspiration! There is no need to re-invent the wheel in your posts.

Thought leaders are there for a reason, to help inspire you. Don't hesitate to check out some influencers' works to spark some ideas.

Try to follow other people that inspire you to create posts with engagement like theirs and study their content to see how they get results.

Eventually, you will start seeing patterns and be able to determine how you can mimic some of their ideas, and add your own spin.

Again, this might take some time, patience padawan.

Things to post on LinkedIn: 8 amazing LinkedIn post ideas

  • Share your content in an exciting way
  • Lead magnet with exclusive content
  • Lesson learned
  • Industry knowledge/insights
  • Motivational content
  • Best practices other people can use
  • Interesting experiences
  • Things from your personal & professional life

8 great LinkedIn content strategy examples

Now that you know how to make a LinkedIn post, we can go over how to create valuable content. There are a few types of posts that are known to get results:

  1. Share your content

One of the most tried and true methods of posting on LinkedIn is through sharing content. This means things like blog articles, videos, white papers, templates, case studies, and reports.

If you or your company has just published an awesome piece of content, LinkedIn is a great place to share it! By sharing it you will help to increase its views and also introduce your audience to you or your company's work, boosting brand awareness.

The only catch with sharing content on LinkedIn is that sometimes it doesn't give you the best engagement.

If you do post your content on LinkedIn be sure to add extra value, tag any contributors, and ask colleagues for some engagement to boost your visibility.

Check out how Vuk recently shared a πŸ”₯ cold email strategy:

 LinkedIn content strategy 2021

2. Lead magnet

Another way you can boost the impact when you share content is to turn it into a lead magnet. So instead of just sharing your content, you will ask your audience to comment to receive it.

At lemlist we love lead magnets because they allow you to create a deeper relationship with your audience!

After someone comments on your post, you can send them an automated message (using lemlist of course) and give them the piece of content.

This is a win-win situation because you boost visibility for your content, increase your post engagement, and you get a list of leads that you know for a fact are interested in you. Talk about easy lead generation!

I mean does it get any better than that?

Check out this example of one of our lead magnets in action:

 LinkedIn content strategy 2021

3. Lesson learned

We all make mistakes, and the best thing that comes out of these are a new lesson learned. So why not post about this on LinkedIn, even if it means admitting to your mistakes.

People will appreciate your honesty, and it might even save them from making the mistake themselves!

It doesn't only have to be through making mistakes, you can share any time you learn something new.

See how Simon shared his recent lesson learned (translated from French) :

 LinkedIn content strategy 2021

4. Industry knowledge/insights

If you see interesting stats about your industry and you have comments on how this applies to you, share it!

Stats don't always have to be boring and single-sided. For example, if you see that SaaS solutions are projected to generate $20 billion more in revenue compared to the previous year, you could mention how you think it's possible that this happened. Then top this off by asking people to comment what they think the cause was.

This way you are sharing valuable information with your audience but you are also getting some engagement out of it!

5. Motivational content

Everyone loves a good #MotivationMonday. This can be anything from clear motivation to one of your success stories that will motivate people.

Everyone has a different way of doing this, so find one that fits with you. This can really be any type of post, just anything that gets you pumped to reach your goals or that will inspire others.

For instance, you can tell a story of struggling and finally making it to your goal. You can even share the story of someone else that inspired you, and this is even better because then you can tag them and increase your reach.

Whether it's a long story or a meme that is motivating you, as long as it fits with your audience you can go for it!

And it doesn't need to be a long post, just something that get's the job done.

Check this one out ⬇️

6. Best practices

Speaking of success stories, be sure to share yours! You can even add to it by explaining how you reached your goal.

It doesn't have to be something that necessarily led to a huge win, but even the little tips are helpful!

It doesn't even need to be 100% related to work. Essentially just any tips that other professionals can get value out of.

For example, if you are normally a late riser and you trained yourself to wake up at 6 am every day, that's a win! Now tell us how you did it so we can do it too.

And of course, when you do have those big wins, give your audience all the juicy details.

See Guillaume's post where he shared our recent success and even linked a piece of content:

 LinkedIn content strategy 2021

7. Interesting experiences

Another great opportunity to post on LinkedIn is when you have an experience worth sharing. So what exactly is this?

Well, if you've attended a conference, gave a training, attended a webinar, listened to a good podcast, or had an interesting call, these all count! Talk about it.

Explain the key learnings from the conference, the subject and summary of your training, and the takeaways from your call.

Chances are you'll be able to teach someone something new by sharing these findings.

Think about it, if you got to read the top 5 key points from an event you didn't have a chance to attend, would this be helpful to you? Of course! So share the knowledge.

8. Professional and personal life

This last one is somewhat of a hot topic. Sometimes it's nice to share your personal side in your LinkedIn content.

Yes, we know LinkedIn is not Facebook but the fact is we are all humans and we do have a life outside of work. And let's face it, sometimes these two things overlap.

Some of the best posts I've seen with the highest engagement were people that shared personal information.

Why? Because this gives you a real face.

You aren't some random person trying to boost their LinkedIn strategy, you are a real professional that is trying to develop their skills just like everyone else.

You can post things about how work from home is going for you and your company, how you balance work and life in these new conditions, etc.

We aren't saying to post your latest summer vacay pics, but if that getaway was related to burning out or if you were doing a team building event, it could be a nice post.

Check this out for an example:

 LinkedIn content strategy 2021

How to promote content on LinkedIn (& other social media platforms!)

You've done the heavy lifting already, now all that is left is to create a LinkedIn social media strategy. This boils down to how you will promote your content on LinkedIn and other social media platforms.

We have a few recommendations to get you started on the right foot:

Make a status update (post)

You already know this can share your content via a status update, or post, such as how we mentioned before.

That said, you can play with how you make posts. Try to use your content as much as possible so you aren't reinventing the wheel every day.

For instance, if you have a 5000 word article, like this one, you can turn it into 20 different posts. The same with video content. You have a 30 minutes video? Turn it into 3-5 different posts.

Vuk talked about this content distribution strategy below.

Post on the LinkedIn company page

If you have a LinkedIn page for your company, be sure to share your content here! At lemlist, we love doing this with our YouTube videos and we always make sure to tag the person featured in the content (author, creator, etc.).

The company page isn't only for posting content! You can also post company updates. Whether this be an event you're hosting, a webinar you're rolling out, or simply your company team building activity.

Another fun company post is employee highlights. You can either just highlight a different employee each week/month, in no particular order, or you can make a post every time someone new joins the team! Posts like this are great to keep your company page active and getting the best results possible.

It's okay for a company page to not be as strong as personal profiles in most cases, but it's still important for branding purposes.

Involve your team

Use your colleagues to distribute content out! Because of LinkedIn algorithm, when your team members like and comment on your post it also shows your post to their network and followers.

At lemlist we created a social media engagement Slack channel to add out links to, and ask our colleagues to engage with asap. Automatic distribution and all you have to do is share your post link with your colleagues!

On top of this, if they engage with your post fast enough this will also feed the LinkedIn algorithm and get your post to the top.

Everybody in your team has an audience with whom they can connect. A vertical within your target audience, so to say. For example, sales people at lemlist connect with other sales teams, VPs, enterprises, and agencies, while marketing people are more focused on growth teams, startups, and SEO teams.

Every LinkedIn profile within your team is an opportunity for brand awareness and business growth.

Leverage your network

Never be afraid to use the power of your network to share your content. After all, they connected with you because they are interested in what you are doing.

You can simply reach out to people that might be interested and ask them to check out your content, and share to others in their network.

On the other side, we all have those people sliding into your LinkedIn DMs asking for favors, now it's time to get your favor back! These should be the first people you reach out to when you ask others to share your content.

Create an article on LinkedIn

The LinkedIn algorithm loves original content, so why not make your piece of content into a LinkedIn article?

Your content doesn't only need to be an article to make this work! You can also upload things like podcasts and videos. Just create a short article that describes your content, and link your content in the article.

Wondering how to post an article on LinkedIn? Don't worry, we'll show you a couple of these workarounds. Simply go to the top of your homepage, where you would usually post, and select "Write an article".

Make a publication (add this section to your profile)

You can also boost your visibility by adding content as a publication. This will allow you to make your content visible from your profile! Simply go to your LinkedIn profile, navigate down to accomplishments and click "Publication".

This only works if you have existing content that you just want to make visible from your profile. You simply add the title, URL, description, and a couple other things and your work will be available on your profile.

This won't bring as much visibility to content as the other options on this list, but if you have a piece of content you're particularly proud of it is a great option!

Post in groups (LinkedIn and FB)

Now for the best of the best of content marketing strategies. Posting in groups is perhaps the most effective way to promote your content and it's completely free.

Seriously, people make entire businesses just from groups. Why? It's an easy win. You get to share your content with a large audience, and if you do it right, this content will really help them.

To make the most out of this strategy we recommend only posting on groups that your content will benefit from. Otherwise you will seem like a scammer, Β which could impact your personal brand.

You can also post in LinkedIn groups like Game of Content to share your content and have others engage with it. The key with groups like this is to engage back with other posts so they return the favor.

This doesn't just apply to LinkedIn. Facebook communities are the most overlooked platform to share content on. Just check out the lemlist family to see what we mean. Endless resources for everyone in sales automation and growth marketing.

Comment on posts in groups (LinkedIn and Facebook)

You can also leverage these groups, especially Facebook groups, by commenting on other people's posts. For example, you can use the search function to search for a topic, and then comment on the post with a link to your content.

With lemlist I might search "cold email" in a group, and link our hub for anyone looking to improve their cold email tactics.

You can also use this to your advantage in stricter groups that won't allow you to promote any content via posts, instead just comment on others' posts (I promised more workarounds didn't I?).

Send a message to a targeted audience

You can take this even further and reach out to a specific target audience. By using LinkedIn searches combines with lemlist's automated messages you can start sending personalized messages to a specifically targeted audience!

This works really well when you have content that is targeted towards a certain group. For example, at lemlist we are currently working on more content for multichannel sequence users. When this is ready our sales team will start reaching out to people in this audience to share the content, and this will spark the interest.

Share on other social media sites

As long as your profile is public you can share your LinkedIn posts on other social media sites, use this to your advantage!

This option is great because this new audience gets to see your content, but you are also essentially giving them a link to your LinkedIn profile, which will help to build your network and followers.

Simply copy the URL of the post and you'll be ready to rock.

If you really want to invest in the reach of your post you can do a sponsored post which is essentially just an ad.

You will need a company page to do this and it will cost you a pretty penny, so if you are a small company we recommend you use it as a last resort.

Now that isn't to say sponsoring a post is a bad thing. In fact, it can really boost your reach, we just mean you should exhaust the free options before spending any money.

The bottom line

Creating a LinkedIn content marketing strategy isn't rocket science, but it does require a lot of persistence.

Start by creating relevant content, posting at least once a week, tag involved parties, add hashtags, and include images or videos to boost your visibility.

Then you can start testing out different strategies to promote this content! Start with your own pages and groups, and then move onto the other strategies.

And if you want to go even further in your LinkedIn content strategy, take a look at our LinkedIn content secrets ebook.

Finally, if you need a little bit of a reminder, here you can explore best LinkedIn outreach tactics.

LinkedIn content marketing strategy FAQs

LinkedIn article vs post: what’s the difference?

LinkedIn articles let you write content that is much longer, but it doesn't get as much engagement as posts do and you won't get as many views as with other content sharing platforms like medium. If you want to share longer content on LinkedIn your best best is to write an article and make a post about it!

How to post an article on LinkedIn?

To write an article you can go to your homepage on LinkedIn, go to the "Start a post" bar, and click on "Write Article". Once you have written and published your article you can share it in a post.

How to share an article on LinkedIn?

To share an article on LinkedIn all you need to do is press the share button at the top of the article, and you have options to share in a post, send a message, copy the link, or share to other social media sites Facebook and Twitter.

How long should a LinkedIn article be?

A LinkedIn article can be up to around 14K words, but most articles won't reach this. In general the best content is around 1K-5K words, however, keep in mind you are writing for real people and not computers. Write as much you need to get your point across and create something your audience will enjoy. Β 

How long should a LinkedIn post be?

A LinkedIn post can only be 700 characters for an individual and 1300 for a company. With that in mind, I try to keep posts under 12 lines of content with lines that are 1-2 sentences long. These posts are still pretty long but when I need all the space I still get good engagement with them.

How often should I post on LinkedIn?

The optimal amount to post on LinkedIn is once per weekday. You'll get the best results with this schedule. However, if you are just starting on your LinkedIn content strategy, you can begin with once per week and work your way up from there.

Table of Contents
Great! Next, complete checkout for full access to High-Performing B2B Outbound Strategies.
Welcome back! You've successfully signed in.
You've successfully subscribed to High-Performing B2B Outbound Strategies.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info has been updated.
Your billing was not updated.