What to Post on LinkedIn (When You Have No Idea What to Say)

A Lean Content Strategy for Busy Founders & Marketing Teams

B2B Edition – Designed for Real-Life Bandwidth

Define Your Content Pillars

Use these to keep your content connected to your business goals.

1. Expertise (Authority)

Purpose: Educate your audience + position yourself as a subject-matter expert.

Post Examples:

• “3 mistakes [your audience] should avoid when doing X”

• “What I wish someone told me before I started doing [service/offering]”

  Visual Suggestion: A photo of your team in action or a branded quote card with a key insight.

2. Credibility (Proof & Trust)

Purpose: Reinforce your value with results, testimonials, and client stories.

Post Examples:

• “Before and after: how we helped [client type] do X in 30 days.”

• “A client said this last week: ‘[testimonial]’ — here’s what made that possible.”

  Visual Suggestion: Screenshot of a testimonial, stat overlay on a product photo, or project photo.

  
  

3. Connection (Engagement & Community)

Purpose: Be relatable, share your POV, and start conversations.

Post Examples:

• “A lesson I learned the hard way…”

• “This question completely shifted how I think about [industry topic]”

Visual Suggestion: A behind-the-scenes team shot, workspace photo, or something raw + human.

Post Types by Purpose

Tie your content to a clear business goal.

Goal: Grow awareness - What to Post: Hot takes, team photos, relevant article reposts - Suggested Pillars: Connection

Goal: Build authority - What to Post: Tips, how-tos, lessons learned - Suggested Pillars: Expertise

Goal: Drive leads/sales - What to Post: Case studies, FAQs, client stories - Suggested Pillars: Credibility

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