How to write a LinkedIn content strategy?

Alright, so how do you actually build a LinkedIn content strategy that works for you?

Here’s a step-by-step breakdown to help you create a strategy that aligns with your goals, fits your style, and keeps you consistent without burning out.

Step 1: Define Your Goals and Audience

Before you post anything, you need clarity on two things:

What do you want to achieve? And who exactly are you speaking to?

Your goal could be growing your network, attracting leads, landing job opportunities, or building authority in your field.

But that goal won’t get you far if you’re not sure who your content is meant for.

That’s where defining your audience comes in.

When you know who you're talking to, it becomes much easier to shape your tone, your messaging, and the type of content you share.

The clearer the picture, the more your content will resonate.

A good exercise? Create a persona.

Give your ideal audience member a name.

Get specific:

1. What role do they have?

2. What are they struggling with?

3. What do they want to learn or improve?

4. What kind of content do they engage with on LinkedIn?

5. What tone do they respond to formal, casual, tactical, motivational?

The better you understand them, the more relevant your content will be.

Step 2: Identify Your Strategy Content Pillars

Your content pillars are the core topics you want to be known for, and the themes your audience actually cares about.

Choose 3 to 5 pillars that reflect your expertise, what you enjoy creating, and what your audience finds valuable.

A few examples:

• Industry insights

• Personal stories or lessons learned

• Practical tips or tutorials

• Behind-the-scenes of your work

• Client results or case studies

The key here isn’t to pick just one and stick to it forever.

Defining a few gives you more creative range and helps keep your content from feeling repetitive, for you and your audience.

Next, think about how often you want to share each type.

A good rule of thumb: aim for 80% of your content to deliver pure value, and use the other 20% to build personal connection, through storytelling, branding, or sharing your perspective.

Step 3: Test out differnt Formats and Frequency

Now comes the question of formats and types of posts.

LinkedIn offers a range of content formats, text posts, images, videos, carousels, polls, and each one has its own strengths.

But the best format for you depends on a few key things:

1. What formats come naturally to you? (Are you great on camera? Prefer writing?)

2. How much time do you realistically have to create each type?

3. What kind of content do you actually enjoy making and sharing?

You can also lean on data: check what performs best in your niche and start there.

But you don’t need to do it all.

Stick to the formats you can show up for consistently.

Once you’ve got that down, think about frequency.

It’s not about posting every day; it’s about being consistent.

You could post just twice a week, and that’s perfectly fine, as long as you stick with it.

That’s where most creators drop off.

Posting rhythms vary.

Some examples are:

• Publish on Monday, Wednesday, and Friday

• Create content early in the week, then schedule it out

If you’re just starting out, keep it simple. Choose a posting rhythm you can sustain, 2 to 3 times per week is a solid place to begin.

Step 4: Plan Ahead (and Batch Your Content)

This is where strategy turns into action.

Set aside dedicated time, weekly or monthly, to brainstorm, write, and schedule your posts in batches.

It’s one of the easiest ways to stay consistent without burning out.

You’ll save time, avoid the “what do I post today?” stress, and keep showing up even when life gets busy.

If you’re just starting out, aim to have at least one week of content ready in advance.

Once that feels manageable, push for two weeks, then eventually build out a full month.

How far ahead you plan depends on your schedule.

Some people can batch five posts in one sitting, others may spread it over a few sessions.

Find the rhythm that works for you.

And don’t forget, tools can help.

Platforms like MagicPost post generator, let you write posts in seconds based on your own LinkedIn style, making it easy to batch 4–5 posts in under 30 minutes.

Once you’ve got content ready, it’s time to schedule or organize it.

Use tools like Notion, Trello, MagicPost, or even Google Sheets to build a simple content calendar.

This helps you visualize your week, stay on top of what’s publishing, and keep everything aligned with your goals.

Step 5: Show Up Consistently (Not Perfectly)

Perfection isn’t the goal. Consistency is.

You don’t need to go viral. You just need to keep showing up.

Posting regularly builds trust, keeps you top of mind, and signals to the LinkedIn algorithm that you’re active and worth amplifying.

Use simple frameworks to keep your content balanced without overthinking it:

• 3-2-1 Rule: 3 value posts, 2 personal, 1 promotional

• 4-1-1 Rule: 4 educational posts, 1 soft sell, 1 hard sell

And don’t get caught up comparing yourself to high-volume creators. Yes, some post 10+ times a week like Ruben Hassid, but that’s their pace.

If your rhythm is one solid post a week for a full year? That’s way better than six posts in a week and then disappearing for a month.

Here are some tips to stay consistent (without burning out):

1. Set a realistic pace: Start with 1–2 posts per week, then build up if you want.

2. Block time on your calendar for content creation, just like a meeting.

3. Use templates or content formulas to speed things up (like hooks + tips + CTA).

4. Remind yourself: done > perfect. One post out there is worth more than ten drafts sitting in your notes app.

Step 6: Create an Engagement strategy

LinkedIn isn’t just a place to post content, it’s a social platform. Engagement is half the game.

There are two ways to approach this.

If you already have a small crew of people in your industry who support your work, great, lean on them to help amplify your content. If not, it’s time to build that circle.

Start by creating a list of people whose content you genuinely like and who are active in your space.

Make it a habit to engage with them consistently, especially around the time you're planning to post.

That way, it’s a two-way street: you show up for them, and they’re more likely to do the same for you.

Another smart move? Start with the people who are already supporting you.

Send them a quick thank-you message, react to their content, show up in their comments. Strengthen what’s already working.

In general, your engagement strategy should include a mix of:

1. Leaving thoughtful comments on relevant posts

2. Starting conversations in the DMs

3. Responding to people who comment on your posts

4. Tagging others when it makes sense and feels natural

It’s not just about visibility, it’s about building real relationships.

And one more thing: be genuine.

Avoid using AI to pump out robotic comments.

People can spot it from a mile away, and it’s a quick way to lose trust, or worse, get ignored altogether.

Step 7: Track Metrics and Adjust Your Strategy

Your content strategy isn’t set in stone, it evolves. And tracking the right metrics is what helps you make smarter decisions over time.

But don’t just track everything. Focus on the LinkedIn analytics that actually align with your goals. That’s where the real value is.

For example:

• If your goal is to build authority, track views and shares.

• If you’re aiming for community engagement, look at comments and conversations sparked.

• If you want to grow your audience, track follower growth and how often people save your posts.

• If you're testing content offers, watch for clicks, DM replies, or email signups.

Use LinkedIn analytics to spot patterns, what formats perform best, which topics land, and what kind of call-to-action gets people to engage.

Then use those insights to adjust your strategy, little by little.

Remember: strategy is something you build on, not set and forget.