LinkedIn isn't just a place for job hunting anymore. For B2B professionals, it's become the most important platform for building authority, generating inbound leads, and warming up outbound prospects. But most people approach it wrong.
This guide covers everything you need to create a LinkedIn content strategy that actually drives business results.
Why LinkedIn Content Matters for Sales
- Warms up cold outreach: Prospects who've seen your content are more likely to respond
- Builds credibility: Thought leadership establishes you as an expert
- Generates inbound: Good content attracts leads who come to you
- Creates familiarity: Regular posting keeps you top of mind
Content Types That Work in B2B
Tactical How-To Posts
Share specific, actionable advice from your expertise. "Here's the exact email template we use..." or "3 steps to improve your..." posts perform well because they provide immediate value.
Behind-the-Scenes Insights
Share what you're learning, experiments you're running, or mistakes you've made. Authenticity builds trust. "We tested X and here's what happened..." drives engagement.
Industry Commentary
Share your perspective on trends, news, or common practices in your space. Taking a stance (even a controversial one) sparks discussion and shows expertise.
Results & Case Studies
Share wins (with permission) and the strategy behind them. Numbers get attention: "How we helped X achieve Y" posts drive both engagement and leads.
Personal Stories
Career lessons, challenges overcome, or professional growth moments. These humanize you and often get the highest engagement because they're relatable.
When to Post
| Day | Best Times | Why |
|---|---|---|
| Tuesday | 8-10am, 12pm | Highest engagement day for B2B |
| Wednesday | 8-10am, 12pm | Strong mid-week engagement |
| Thursday | 8-10am, 12pm | Good for thought leadership |
| Monday | 10am-12pm | Lower but still solid engagement |
| Friday | 9-11am | Catch morning readers before weekend |
Consistency > Timing
The best time to post is when you'll actually do it consistently. Posting regularly at a "suboptimal" time beats sporadic posting at the "perfect" time. Aim for 3-5 posts per week minimum.
Post Formatting Best Practices
- Hook in line 1: You have 2 seconds to capture attention
- Use line breaks: Dense paragraphs don't get read on mobile
- Include a CTA: Ask a question or invite comments
- Keep it scannable: Use bullets, numbers, or short paragraphs
- Avoid external links: LinkedIn deprioritizes posts with links; put them in comments
The 30-Day Content Plan
Here's a simple framework to get started:
- Week 1: Share 3 tactical posts from your expertise
- Week 2: Post 2 behind-the-scenes + 1 industry take
- Week 3: Share 1 case study + 2 tactical posts
- Week 4: 1 personal story + 2 tactical posts + 1 commentary
Track what gets the most engagement and do more of that.
Combine Content with Outreach
LinkedIn content warms up prospects before your outreach. Let us run coordinated campaigns that leverage both.
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