LinkedIn Basics
Yasmina Akni Ebourki
Last updated: Jul 2, 2025
Ever wonder why some LinkedIn creators crush it while others barely get noticed?
Writing on LinkedIn isn’t just about hitting “post.” It’s about knowing what kinds of content work and connect with people.
The truth? Every viral post comes from figuring out what clicks and what doesn’t, through trial and error.
The good news? There’s a simple, step-by-step way to flip the script and start making real waves. And I’m here to guide you through it.
How to Write a LinkedIn Post Step by Step
Let’s start with the basics: how to publish a post on LinkedIn in just a few simple steps.
Step 1: Navigate to the Post Box
Go to the LinkedIn homepage, log in, and at the top, you’ll see the option “Start a post.”
Click on it to open the window where you’ll begin writing your post.
Step 2: Copy and Paste Your Content
You can either write your content directly in the box, adding emojis, line breaks, etc.
Depending on your style, or if you already have your text prepared, simply copy and paste it in.
Step 3: Click “Post” or Schedule for Later
The final step is to review your post. You can add images, videos, or any visuals that support your message.
Then, either publish it immediately by clicking “Post” or schedule it for later by clicking “Schedule.”
What Kind of Content Should You Post on LinkedIn?
Now that you know how to publish a post, the question is: how to create content that works?
The real challenge on LinkedIn isn’t hitting “post.” Figuring out what to post and how to do it consistently.
Types of LinkedIn Posts (and When to Use Them)
Here are some tried-and-true content formats that tend to perform well on LinkedIn, along with what they’re best for:
Type of LinkedIn Posts | What It Is | Why It Works |
|---|---|---|
Storytelling | Personal or professional stories that spark a connection. | Builds trust and makes you relatable. |
Educational / Value-Driven | Tips, how-tos, or insights that help your audience. | Positions you as a helpful expert. |
Explainer Videos | Short videos breaking down a topic or process. | Highly engaging and easy to digest. |
Carousels | A visual post with multiple slides (PDF or image format). | Easy to skim, visually impactful. |
Inspirational Posts | Personal reflections, quotes, or lessons learned. | Great for sparking engagement and dialogue. |
Leadership Insights | Thoughts on leadership, decision-making, or company culture. | Builds credibility and authority. |
Industry Trends | Updates or commentary on your niche or market. | Shows you're informed and forward-thinking. |
How Writing LinkedIn Posts Supports Your Personal or Business Brand
All the formats above can and should reflect your personal brand or your company’s identity.
Personal branding is how you present yourself professionally, your voice, your values, and your expertise. It’s the intentional way you shape how others perceive you.
On LinkedIn, your brand comes through in:
The tone of your posts
Your LinkedIn Profile
The topics you focus on
The value you deliver to your network
A strong personal brand helps you stand out, build trust, and attract opportunities aligned with your goals.
What is The Perfect LinkedIn Post Structure?
Now that we know what to post on LinkedIn, the next big question is:
How do you write posts that people read to the end?
The answer lies in how you structure your content.
A well-structured LinkedIn post increases engagement, improves readability, and keeps your audience hooked from the first line to the last.
The Classic LinkedIn Post Structure
Here’s a simple yet effective structure you can use for nearly any LinkedIn post:
The Hook: This is your opening line, just 6–8 words, to grab attention and spark curiosity.
Think of it like a headline. It should stop people from scrolling.
The Body / Message: This is where you deliver the value. Tell a story, share insights, break down a concept, or explain a lesson learned.
Keep your sentences short and your ideas clear.
The CTA (Call to Action): End with a question, invitation, or prompt that encourages engagement.
Ask people to comment, save, share, or express their opinion.
But structure alone isn’t enough; you also need to work on readability.
Here’s an excellent example of strong LinkedIn writing by Sunny Grewal.
Let’s break down how it uses the structure above:
Sunny masterfully balances storytelling with value delivery, all while keeping the tone clear and conversational.
Here’s what stands out in the body of his post:
He challenges common beliefs: starting by admitting a mistake helps establish credibility and vulnerability.
He simplifies complex concepts: using metaphors like “write for brains, not bots.”
He introduces industry terms without overwhelming the reader; he breaks them down into single lines and digestible insights.
He includes a relatable anecdote: a moment with a client that humanizes the message and adds authenticity.
He shares a valuable framework that’s both educational and easy to remember:
Bonus Tip: Preview Your LinkedIn Post Before Publishing
One of the most important steps is to preview your content before posting.
Sometimes, what looks perfect in a doc or text editor can turn into a formatting mess once you copy and paste it into LinkedIn.
Text often loses line breaks, spacing, or bold/italic styling when pasted directly.
To avoid this drama, you can write directly inside LinkedIn’s post editor, or use tools like MagicPost or other free LinkedIn previewers to check your formatting before publishing.
Common Mistakes (and How to Fix Them) When You Start Writing on LinkedIn
When we start posting on LinkedIn, it’s easy to feel frustrated if the results don’t show up quickly. You’re publishing regularly, but something feels off.
The reality is that success on LinkedIn isn't just about what you post; it's about how you structure, write, and engage with your audience.
Here are some of the most common mistakes people make when they begin writing on LinkedIn, and more importantly, how to solve them:
1. Writing for Everyone (Not Knowing Your Audience)
One of the biggest mistakes is trying to speak to everyone and ending up connecting with no one.
To fix this, you need to define a clear audience persona.
Focus on one target group, understand their challenges, and tailor your tone and content to their needs.
2. Playing It Too Safe with Your Hook
If your hook is too generic or bland, people won’t click “see more” even if the rest of the post is great.
To solve this, you have to dare to write hooks that provoke curiosity, emotion, or even a bit of tension. Think of your hook as a headline: it needs to stop the scroll.
3. Not Putting Enough Work into the First Lines
Weak openings lead to low visibility. If no one reads the first three lines, no one will read the rest of your post.
That’s why it’s essential to invest time in crafting a strong opening. Think of it as 80% of your post’s impact.
Start with a bold statement, a question, or a relatable problem, something that instantly grabs attention and sparks curiosity.
4. Inconsistent Publishing
Another critical mistake is posting too little, and with no clear rhythm.
If you want visibility and long-term growth, you need to create a consistent publishing habit.
Start small: once or twice a week is enough to build momentum.
Then, adjust based on your capacity and what your audience responds to.
Consistency builds trust and keeps your profile active in the algorithm.
5. Posting and Disappearing
Publishing content and then ignoring your audience can limit both reach and relationship-building.
Instead, aim to stay engaged after hitting “post.”
Reply to comments, ideally within the first hour, and continue the conversation throughout the day.
Acknowledging your readers shows you care, builds community, and signals to LinkedIn that your content deserves more visibility.
6. No Visual Support
While visuals aren’t mandatory in every post, not using them, especially early on, can slow your growth.
To improve clarity and engagement, add relevant visuals: carousels, screenshots, infographics, or simple images that complement your message.
They help your post stand out in the feed, and they make your ideas easier to understand.
7. Not Including a Call to Action (CTA)
Another common mistake is ending your posts without a clear call to action. Without a CTA, readers don’t know what to do next.
End your post with a clear invitation, ask a question, suggest saving the post, or encourage people to share their thoughts.
Even adding your comment under the post can help boost reach by increasing interaction and visibility.
8. Poor Formatting and Readability
Dense blocks of text are difficult to read, especially on mobile devices, where most users access LinkedIn.
That’s why it’s important to break your content into short paragraphs, use spacing, and add bullet points or emojis (when appropriate).
This makes your posts easier to scan and more appealing visually.
Look at how top creators format their posts—it’s often not about writing more, but writing more clearly.
9. Overuse of Technical or Industry-Specific Jargon
You might be an expert in your field, but your audience may not speak the same technical language.
To make sure your message gets across, opt for clear, accessible language.
Even if you’re speaking to a professional audience, simplifying your vocabulary makes your content more inclusive and digestible.
Remember, simplifying isn’t the same as oversimplifying; it’s about clarity.
10. Copying and Pasting Other People’s Content
It’s easy to get inspired by what others post on LinkedIn, but copying someone else’s content word-for-word can hurt your credibility.
Instead, use that content as a reference, but reframe it with your voice and experience.
Add a personal insight, a different perspective, or context from your industry.
This is what turns inspiration into original, valuable content.
11. Focusing Only on Inspirational Content
Motivational posts often go viral on LinkedIn, but they rarely build long-term trust or drive real conversions.
The problem is that some content creators focus exclusively on this type of content.
To fix this, balance inspiration with value. Share frameworks, lessons learned, industry insights, or behind-the-scenes context to give depth to your message and build credibility.
12. Not Reviewing Your Post Before Publishing
One of the worst things for your personal or company brand is to publish a post full of typos or grammar mistakes.
These small errors can damage your professional image and credibility, especially on a platform like LinkedIn.
That’s why it’s essential to preview your post before publishing. Read it out loud, or use a grammar-checking tool. Taking just a few minutes to review can make a significant difference.
In addition, there are free tools that allow you to preview your post and even correct grammatical errors automatically. Use them to polish your content before it goes live.
13. Only Posting from Your Company Page
Finally, if you're publishing exclusively from your company page, you're likely limiting your reach.
LinkedIn’s algorithm prioritizes personal accounts over company pages when it comes to visibility.
To improve this, prioritize posting from your profile, where engagement tends to be higher. Then, you can amplify the message by resharing it through your company page.
Want More Visibility on Your LinkedIn Posts?
Did you know that spending just 15 minutes engaging before and after posting can massively boost your reach?
Whether your post gets lots of eyes or not often depends on the engagement you create around it.
Engaging for 15 minutes before and after you publish helps your post appear in more feeds. This leads to much more visibility.
How do you do this?
Build your own LinkedIn engagement crew, a trusted group of people who regularly comment and interact with your posts and vice versa.
Their support boosts your reach and helps your content get seen by a wider audience.
FAQ
How do I write a good LinkedIn post?
Start with a powerful hook: A bold statement, a surprising fact, or a relatable challenge that stops the scroll.
Build your message with storytelling: Share insights, experiences, or frameworks. Keep it personal and relevant to your audience’s challenges.
Break the content into short paragraphs: Use line breaks and simple formatting for easy readability, especially on mobile.
Use visuals where possible: Carousels, screenshots, or simple graphics make your post more eye-catching and engaging.
End with a strong CTA: Invite your audience to comment, save, or share. This boosts engagement and reach.
Keep your audience in mind: Write about problems they care about and use language they understand. Avoid jargon unless it's relevant and clear.
