How to Create Content for LinkedIn

Creating content for LinkedIn doesn't have to feel like shouting into a void or showing up to a networking event in the wrong outfit. The secret isn't a complex algorithm hack, it’s about understanding the platform's professional context and consistently sharing valuable ideas. This guide will walk you through exactly how to define your strategy, choose the right formats, and create posts that build your brand and connect with your audience.

Define Your Goal and Audience

Before you write a single word, you need to know why you’re posting and who you’re posting for. People on LinkedIn are generally looking for one of a few things: professional growth, industry news, career opportunities, or solutions to their business problems. Your content should serve at least one of these needs.

Start by asking yourself a few simple questions:

• What is my primary goal? Is it to build my personal brand as an expert, generate leads for my business, attract top talent, or share company news? Your goal dictates your content. For example, a lead generation strategy will lean into case studies and problem-solving content, while a personal branding one will involve more thought leadership and personal stories.
• Who is my target audience? Get specific. Don’t just say "marketers." Say "in-house content marketers at B2B SaaS companies with 50-200 employees." The more you narrow it down, the easier it is to create content that speaks directly to their pain points, challenges, and aspirations.
• What unique value can I offer? What do you know that your audience doesn't? This could be firsthand experience, a unique perspective on a common problem, or deep expertise in a niche subject. Your value proposition is what makes someone stop scrolling and pay attention to what you have to say.

Once you’re clear on these points, you have a filter for every content idea. Just ask: "Does this help my target audience achieve my primary goal?" If the answer is no, save the idea for another platform.

The 4 Core Content Pillars for LinkedIn Success

Staring at a blank content calendar is intimidating. Instead of trying to reinvent the wheel every day, build your strategy around four proven content pillars. Most successful posts on LinkedIn fall into one of these categories.

1. Thought Leadership: Share What You Know

This is the bedrock of building influence on LinkedIn. Thought leadership isn't about repeating generic industry advice, it’s about sharing your authentic point of view. It’s a chance to challenge a common assumption, offer a new solution to an old problem, or make a bold prediction about the future of your industry.

• How to do it: Write a text-only post about a recent lesson you learned. Share a surprising insight from a project you’re working on. Break down a complex trend into a simple, actionable takeaway.
• Example: "Hot take: Most companies get 'company culture' completely wrong. It isn't about ping pong tables or free snacks. It's about psychological safety. Here's a story that proves it..."

2. Educational Content: Teach Something Useful

One of the fastest ways to build trust is to teach people something valuable without asking for anything in return. Think of a simple problem your audience faces daily and create a post that provides a solution. This positions you as a helpful expert.

• How to do it: Create a short "how-to" guide in a carousel post (saved as a PDF). Record a 90-second video explaining a concept from your industry. Write a list of tools or resources you can't live without.
• Example: A carousel post titled "5 Free AI Tools to Save You 10 Hours a Week," where each slide breaks down one tool and its specific use case.

3. Behind-the-Scenes &, People-First Stories

LinkedIn is a professional network, but it's still a social network. People connect with other people, not faceless brands. Humanizing your profile or company page is essential for building real connections. Showcase the people behind the work and celebrate their achievements.

• How to do it: Post a team photo from a volunteer day. Spotlight a team member and their contribution to a recent project. Share a personal story of failure and what you learned from it. Celebrate a work anniversary or a company milestone.
• Example: "So proud to celebrate Maria’s 5-year anniversary with the team today! I remember when she joined and immediately solved [specific problem]. Our company wouldn't be where it is without her. Thank you, Maria!"

4. Case Studies &, Social Proof

Eventually, you want your content to drive business results. The most effective way to do that is to show, not just tell, people the impact of your work. Success stories and data-backed results prove your competence and build confidence in potential customers or employers.

• How to do it: Share a concise story about a client's success (with their permission). Post a screenshot of a dashboard showing impressive results and explain the strategy behind it. Present a mini-case study following a "Problem → Solution → Result" framework.
• Example: "Our client went from 10k to 50k monthly website visits in 3 months. The strategy wasn’t more content, it was better-targeted content. Here are the 3 changes we made..."

Mastering LinkedIn’s Key Content Formats

The message is important, but so is the medium. Different content formats serve different purposes. A balanced content strategy uses a mix of them to keep your feed interesting and engaging.

Text-Only Posts

Simple text posts often perform incredibly well. They feel authentic and are easy to consume. The key is formatting. Use short paragraphs and lots of white space to make your post scannable on a mobile device. Start with a powerful opening line (the "hook") to grab attention and encourage people to click "see more."

Image and Carousel Posts (PDFs)

Visuals make your content stand out. Single images work well for quick announcements or to accompany a story. Carousels (uploaded as PDFs) are powerhouses for educational content. You can break down complex topics into simple, digestible slides. Think of them as mini-presentations that deliver immense value in a bite-sized format.

Video

Video is the best format for building a personal connection. Simple "talking head" videos where you share a quick tip or thought work perfectly. You don’t need a fancy production setup, your smartphone is enough. Always add captions, as over 80% of users watch videos with the sound off. Keep them short - anything from 30 to 90 seconds is a great starting point.

Polls

Polls are one of the easiest ways to start a conversation and generate quick engagement. They can also be a slick tool for market research. Ask your audience about their preferences, their biggest challenges, or their opinion on a recent industry event. Always follow up a day or two later with a post sharing the results and your commentary.

A Simple Framework for Every Post: The H.V.E. Formula

No matter the pillar or format, every great LinkedIn post can be broken down into three parts.

1. Hook: The first line of your post. Its only job is to stop the scroll. Ask a question, state a controversial opinion, or highlight a common pain point. Make it impossible for your target reader to ignore.
2. Value: The body of your post. This is where you deliver on the promise of your hook. Share the story, provide the list of tips, explain the 'how-to,' or present your data. This is the meat of the content.
3. Engage: The closing. End your post by prompting a response. Ask an open-ended question that invites discussion. "What would you add to this list?" or "Have you ever experienced this?" are simple ways to start a conversation in the comments.

Using this framework turns content creation from a guessing game into a repeatable process.

Stay Consistent with a Content Plan

The single biggest factor for success on LinkedIn is consistency. Posting once and disappearing for a month won’t build momentum. You need to show up regularly to stay top-of-mind with your audience and the algorithm.

Aim for 3-5 high-quality posts per week. This might sound like a lot, but you can make it manageable by batching your content. Set aside a few hours one day a week to plan and write all your posts for the following week. Brainstorm ideas, write the copy, and create any necessary visuals. Then, use a scheduling tool to plan when everything goes live.

This approach frees you from the daily pressure of "what should I post today?" and allows you to focus on engaging with your community in the comments - which is just as important as the posts themselves.

Final Thoughts

Success on LinkedIn boils down to understanding your audience, delivering consistent value using the right frameworks, and staying consistent over time. By focusing on your core content pillars and leveraging different formats, you can build a powerful professional brand that opens doors and creates opportunities.

Of course, planning and creating all this content is one half of the equation, staying organized and consistent is the other. We know how chaotic it can be to manage content across platforms, which is precisely why my team and I built Postbase. I plan out my entire LinkedIn strategy on a simple visual calendar, where I can schedule all my text posts, videos, and carousels ahead of time and instantly see how it all fits together. It turns a scattered process into a streamlined one, so I can focus on creating great content instead of just managing it.