LinkedIn content strategy: person, not page, then link home

The platform rewards people. A post from a named person with a position reaches their network and beyond; a post from a company page reaches a fraction of its followers, and a post from either with a link in the body reaches less again. That is not a complaint about the algorithm, it is the design: LinkedIn is a network of people, and it distributes what people say. So the strategy puts the positions under names. The founder posts the positions from the monthly hour described in our founder-led content guide. The team posts the how-we-do-it format from our employee content guide, under their own names, with their consent. The company page posts proof, case studies, guides, demo cuts, at most twice a week, and expects modest reach.

The consequence is that nothing is written for LinkedIn. The founder's four posts a month are the four positions from the hour, transcribed and tightened, and the guide each one links to is the month's Learning Hub piece. The team's posts are already made. The page's posts are the case study headline and chart from our case study guide. The feed gets a cut; the site keeps the source; the person gets the reach.

Four founder posts, four to six team posts, and up to eight page posts is a month, and none of it required anyone to sit down and think of something to say for LinkedIn. The founder's hour produced the positions; the employee programme produced the practice; the site produced the proof. The content repurposing guide in this series covers the mechanics of the cuts across every platform; this guide is about what LinkedIn specifically wants, which is a person with a view and a chart.

The link is the strategy because the post is rented and the page is owned. A post that changes a reader's mind on Tuesday and is gone by Friday has done something; a post that sends that reader to a guide on your domain, which is still ranking, still cited and still linked from the service page a year later, has done something that compounds. Our client portal guide describes the site the posts point at; our thought leadership guide describes the positions the founder posts.

Impressions and reactions are the platform's numbers and they measure the platform's goal. The business's numbers are sessions from LinkedIn (tagged per post), what those sessions do (read the guide to the end, open the case study, enquire, log in), and the rankings and citations of the guides the posts point at, which rise when real readers arrive from a person they trust. A post with a thousand reactions and no sessions worked for LinkedIn. A post with sixty reactions that sent thirty people to read a guide worked for you. Our Snowball SEO platform tracks the guides and the traffic the posts send them, which is the data layer every part of this series runs on.

The founder's hour is already budgeted in the founder-led guide; the transcription and tightening of four posts is a few hours a month; the team's posts are their own; the page posts are cuts of existing proof. The only new cost is the person at the business who posts the first comment with the link within a minute of the post going live and tags every link so the measurement works. Our Snowball SEO platform does the tracking and picks the month's positions from search demand, which is the heavy lifting other agencies bill by the hour, so the budget goes to the founder's hour and the guides the posts point at. See our social channels service and articles and written content service.