How to Write for LinkedIn

Writing for LinkedIn isn't like writing for any other platform, and mastering it can change the trajectory of your career or business. This isn't just about sharing your resume, it's about building a brand, establishing authority, and connecting with a purpose-driven audience. This guide provides a clear roadmap with actionable steps to help you write compelling LinkedIn posts that people actually want to read and engage with.

First, Understand the LinkedIn Mindset

Before you write a single word, you have to understand why people are on LinkedIn in the first place. They aren’t there to see photos of your dog or watch dance videos. They are there with a purpose, generally related to their professional lives. The average user is thinking about:

• Growing in their career
• Solving a business problem
• Staying informed about their industry
• Networking with peers and leaders
• Finding new opportunities (jobs, clients, partners)

Your content must fit into this context. Unlike other platforms where entertainment often wins, LinkedIn is a platform where value reigns supreme. Every post should aim to teach, inspire, or make your reader think. If it doesn't serve their professional goals, it's just noise. Think of yourself as an industry peer sharing valuable insights over a digital coffee, not a broadcaster shouting into the void.

The Anatomy of a High-Performing LinkedIn Post

Great LinkedIn posts follow a predictable structure. They grab attention, deliver value, and prompt action. Once you understand this formula, you can apply it to any topic to create content that resonates. Let’s break it down piece by piece.

Step 1: The Hook (Your First Two Lines)

On LinkedIn, your first one or two lines are all that people see before having to click "...see more." This means your opening is everything. If it doesn't immediately stop their scroll, the rest of your post might as well not exist. A strong hook piques curiosity and makes a promise of value.

Here are a few proven formulas for writing compelling hooks:

• Start with a bold or controversial statement: "The 9-to-5 workday is obsolete. Here’s why."
• Ask a thought-provoking question: "What's one piece of career advice you wish you could give your younger self?"
• Share a vulnerability or personal story opening: "Last year, I got laid off. It was the best thing that ever happened to me."
• Lead with a number or data point: "75% of startups fail within the first five years. I coached a founder who beat the odds."
• Use a simple, direct statement of pain: "You’re creating tons of content, but no one is engaging."

The goal isn't clickbait, it's to create an information gap that makes the reader compelled to click and see how you resolve the tension you've created.

Step 2: The Body (Where You Deliver the Goods)

After you’ve hooked your reader, the body of your post must deliver on that initial promise. The biggest mistake people make here is writing a dense, intimidating wall of text. No one wants to read that. The key to the body is scannability.

Structure your content for easy consumption with these formatting tips:

• Short Paragraphs: Keep paragraphs to 1-2 sentences at most. This creates visual breathing room and makes the text feel more approachable.
• Whitespace is Your Friend: Use line breaks generously. Hitting "enter" twice between each short paragraph makes your post far easier to read on a mobile device (where most users are).
• Use Bullet Points or Numbered Lists: When you’re sharing tips, steps, or key takeaways, list them out. You can use standard bullets, numbers, or even emojis to break up the text.
• Emphasize Key Phrases: Use bold or italics sparingly to draw attention to the most important points. Don't overdo it.

Example: Before vs. After Formatting

Before (The Wall of Text):

I see so many marketers making the same mistake when they plan their content calendar. They focus entirely on promotional posts and forget that people are on social media to be social and learn things. Your content pillars should reflect this, balancing sales-focused content with educational tips, behind-the-scenes glimpses, and posts that build community. If you only talk about yourself, your audience will quickly tune you out. You should always aim for something like an 80/20 split, where 80% is pure value for your audience and only 20% is about your product or service. This small shift in mindset can completely transform your engagement rates and build genuine brand loyalty over time.

After (Scannable and Effective):

Marketers keep making one huge mistake with their content calendars.

They focus 100% on promotion.

But nobody scrolls LinkedIn to be sold to.

Instead, try a value-first approach. Aim for a mix like this:

• ✅ 80% High-Value Content (tips, insights, stories)
• ✅ 20% Promotional Content (product, services)

Shifting from "selling" to "serving" is what builds real audiences.

See how much more engaging the second version is? The message is the same, but the delivery makes all the difference.

Step 3: The Call to Action (CTA)

Every post should end with a clear indication of what you want the reader to do next. A post without a CTA is a dead end. However, a CTA on LinkedIn doesn't always have to be "Buy my product!" In fact, it rarely should be.

The best CTAs foster engagement and conversation, which the LinkedIn algorithm loves. Try these:

• Ask a question: "What's the best public speaking tip you've ever received? Drop it in the comments."
• Encourage sharing: "If this helped you, share it with someone who needs to see it."
• Connect to a resource: "I wrote a full guide on this topic. Link in the comments." (Note: some believe putting links in the comments vs. the post helps with reach. Test what works for you).
• Start a discussion: "Do you agree or disagree? Let me know your thoughts below."

Content Pillars That Perform Well on LinkedIn

Now that you know how to structure a post, what should you actually write about? Instead of staring at a blank screen, build your content around these proven themes.

1. Personal Stories with a Business Lesson

People connect with people, not logos. Sharing a personal story - a failure, a lesson learned, a career pivot - and tying it to a professional takeaway is incredibly powerful. This humanizes your brand and builds trust.

Example: "I led a project that failed spectacularly. It was embarrassing. But it taught me three critical lessons about leadership..."

2. Actionable How-To's and Frameworks

This is pure value. Give your audience a quick win they can implement immediately. Break down a complex process into simple steps, share a checklist, or offer a useful template. This type of content positions you as a helpful expert.

Example: "Here are 4 questions to ask yourself before any networking event to get the most out of it."

3. Thought Leadership and Contrarian Takes

Don't just report on industry news - interpret it. Share your unique perspective on a current trend, challenge a common belief, or make a bold prediction. This demonstrates your expertise and sparks lively C-level conversations. Just make sure you can back up your opinion.

Example: "Everyone is obsessed with AI writing tools, but they’re ignoring the biggest risk..."

4. Community Building and Celebrating Others

Make your content about more than just you. Shout out a team member who did great work, praise a mentor, or highlight a client's success. Tagging others not only makes them feel appreciated but also expands your reach to their network. Posts about gratitude and teamwork almost always perform well.

Example: "A huge congratulations to Jane Doe on her promotion to Director of Marketing! I’ve had the pleasure of working with Jane on multiple projects, and her dedication is second to none."

Final Polish: Hashtags and Engagement

Before you hit "Post," a couple of final touches can make a big impact.

Use Hashtags Strategically

Hashtags help people discover your content. But quality is better than quantity. Aim for 3-5 relevant hashtags per post. Use a mix of broad tags (e.g., #marketing, #leadership) and more niche tags (e.g., #contentstrategy, #b2bwriting) to reach both a wide and a targeted audience.

Engage with Your Community

Writing the post is only half the job. Once it's live, your work isn't over.

• Reply to every comment: This shows your audience that you're listening and value their input. It also signals to the algorithm that your post is popular, giving it an extra boost in the feed.
• Engage on other people's posts: Spend 15 minutes a day leaving thoughtful comments on posts from others in your industry. It's one of the best ways to build your network and visibility. Networking on LinkedIn is a two-way street.

Final Thoughts

Writing for LinkedIn comes down to providing professional value in a human, digestible format. By focusing on a strong hook, scannable body copy, and a clear call to action, you create content that not only stops the scroll but also builds your authority and network over time.

Once you’ve nailed your writing process, consistency becomes the biggest factor in your growth. That's a core reason we built Postbase with a clean, visual calendar - it helps us see our entire content strategy at a glance. When you can easily plan and schedule your posts, you spend less time wrestling with tools and more time connecting with your audience.