What should I post on LinkedIn?

Of all the social media platforms LinkedIn seems to be the one where people say to us… “can I post that on LinkedIn?”

In recent years LinkedIn was seen as a “professional” network that was all about professional people looking for work. Over the last few years LinkedIn has changed dramatically – this change hasn’t been welcomed by everyone. 

We believe that you can post whatever you want on LinkedIn.

It is more about remembering the core principles of content marketing. We are on these social media platforms so that our connections and customers can get to know, like and trust us.

Try not to worry about the ‘This is not Facebook’ brigade, post what you are comfortable with and show your connections who you are and what you do. 

If you are wondering whether you should post on your personal profile or your business profile check this blog out LinkedIn Company Page vs Personal Profile.

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Social Media Post ideas for LinkedIn

Posts that show your expertise and knowledge in your subject. These could be blogs you’ve written, testimonials or case studies. 

Things that you are working on or people you are working with. 

Comments on industry news. 

LinkedIn Polls – the algorithms love a LinkedIn poll, but they can come under some scrutiny.

Emma recently ran a poll about conversation starters. How they can be tricky, but useful.

When we overthink topics like this. We normally talk ourselves out of these types of posts. Is it professional enough? What will people think? In this example we’ve tried to be fun and playful, that part of our personality and so we a very comfortable with this type of post.

Does Yorkshire pudding belong on a Christmas dinner caused much debated (and an amazing reach!) and obviously the answer is YES.

When it comes to polls. Use them wisely and don’t overdo it.

Converstion starters - Yorkshire Pudding Poll

A little bit of personal – remember people buy from people, so by showing who you are builds that relationship.

But also remember it doesn’t have to be a photo of you or your family if that doesn’t feel comfortable to you.

Kate once posted this unpopular opinion about GIN which resulted in a reach of over 7,000.

How to get noticed on LinkedIn? 

There are 3 simple steps you need to do to get noticed on LinkedIn…

Post regularly. 

Connect with your ideal client. 

Engage with your connections. 

We’ve talked about posting regularly above so let’s discuss the other two steps in more detail. 

Connecting with your ideal client. 

LinkedIn is one of the few platforms that allows you to connect with your ideal client. Some people prefer to only connect with people they know or have met but we extend our networks to all business owners who are in our target audience. Use the search function to search by job title and area. We don’t tend to send direct messages when we send a connection request, we just go for it.


Social media should be social, so whatever platform you are using you should try and engage. Be yourself and think about how you would talk to people face to face. If people take the time to comment on your LinkedIn post, take that opportunity to reply. You may also find this sends positive signals to the algorithm. 

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How often should I post on LinkedIn?

For over a year we decided to post on LinkedIn every day!

Can we directly attribute sales to our regular posting? No, but it raised our profile and widened our network which then did lead to enquiries.

It wasn’t a quick win!

Posting daily requires commitment and certainly isn’t something you should start without a good strategy.

If you can post 2/3 times a week as a minimum, you’ll be on the right path. 

If you’re wondering how to come up with content 2/3 times per week consistently then you may find our download useful.

Can I use a scheduling tool to post on LinkedIn?

Scheduling tools can be used to schedule posts into LinkedIn and research has shown that it doesn’t influence the success of the post.

We tend to use Buffer when scheduling but if inspiration strikes, go for it. Often in the moment posts work well. 

What to post on LinkedIn 2022? 

Long form posts = Increased Dwell Time 

The LinkedIn algorithm placed focus on dwell time.

Dwell time is the amount of time you spend reading or commenting on a post.

Therefore, the longer the post and the longer the post comments the greater the likelihood that the that your post will reach more people.

It’s not easy to continually write long form posts so experiment and write what you feel comfortable with.

If you are looking for inspiration and support when generating your social media content, then we would love you to join our club.

Social Media Essentials is a club for business owners who are looking to generate their own content but need a helping hand. The monthly fee is £49, and you can cancel at any time.

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