How to Build a Content Strategy for LinkedIn

Right, whether you’re single or taken, it doesn’t matter — but this content strategy build blog is going to utilise dating as the main example. Why? Well, for one I hate dating, two, we all know how to date (I hope), and three, to meet someone or get from A to B you need to date, so let’s crack on shall we?

Building a content strategy for LinkedIn is a lot like dating: it’s all about consistency, knowing what works for you, and not being afraid to put yourself out there. If you’re new to the game, don’t worry, it’s all about (safe) practice.

1. Know What You’re Looking For

You have a type, don’t deny it, and just like dating you have to know what you’re looking for when it comes to LinkedIn. You have to understand your goals and define them. Are you looking to connect with industry professionals, attract potential clients, or just share your knowledge and gain brand awareness? Knowing your endgame helps you create a content strategy that aligns with your objectives.

Imagine going on a date and not knowing if you want a long-term relationship or just a fun night out. Awkward, right? The same goes for your content—clarity is key.

2. Make a Plan

One of my biggest icks is the guy turning around and saying ‘let’s go with the flow’ when it comes to a date, it’s a no from me and I won’t be going on that date — and you shouldn’t be going on a date without a plan either. The same goes for LinkedIn. You need to know where you’re going and what you’ll do. For LinkedIn, planning your content in advance will stop you having breakdowns and wanting to launch your phone/laptop across the room. Decide how often you’ll post and what topics you’ll cover.

Think of your content calendar as your dating schedule. Monday might be for coffee dates (industry news), Wednesday could be dinner (personal stories), and Friday is for something more fun (thought leadership pieces).

3. Have a Good Profile

Before you start posting, make sure your profile is in top shape. Your LinkedIn profile is like your dating profile—first impressions matter.

• Profile Picture: Use a professional and good photo. It’s like your profile pic on a dating app—if I can’t see your face, I’m not swiping.
• Headline: This is your opening line. Make it clear and catchy. Instead of “Just another marketer,” go for something like “Helping brands grow through innovative marketing strategies.”
• Summary: This is your bio. Share your story, your passions, and what makes you unique. Be genuine and let your personality shine through.
• Experience and Skills: Highlight your achievements and skills. Think of this as showcasing your best qualities on a date—what do you bring to the table?

3. Warm-Up with Engaging Headlines

Your headline is your first impression when it comes to your post. It’s the pick-up line of your post. Make it catchy, intriguing, and relevant. A good headline grabs attention and makes people want to read more.

A boring opening line on a date is a no-go. “Hey, do you come here often?” BORING. Try something more engaging: “Have you ever wondered why LinkedIn is like the Tinder for professionals?”

(As I write this I’m thinking maybe this is where I should look for my future husband…)

4. Mix Up Your Content

Variety is the spice of life as they say. Alternate between different types of content: articles, videos, infographics, and polls (track this). It keeps you audience engaged, but it also mixes things up.

If you only talk about yourself on every date, you’ll get boring. Mix it up with stories, questions, and a little bit of mystery to keep things interesting, you can build out 4 content ‘headers’ in your content strategy to give you a plan.

5. Be Consistent

Consistency is crucial. You wouldn’t go on one date and expect to find your soulmate (how easy would that be). Similarly, posting sporadically on LinkedIn won’t build your presence. Stick to your schedule and show up regularly.

Imagine going on a date once a month and expecting to build a relationship. Nope. Consistency builds results—whether it’s love or followers.

6. Engage and Interact

Content isn’t a one-way street. Engage with your audience by responding to comments, joining discussions, and connecting with others. This builds relationships and increases your visibility.

Think of this as the conversation on a date. Don’t just talk about yourself—ask questions, listen, and show genuine interest. It’s not just about making a good impression but about building a connection.

7. Analyse and Adapt

Check your progress. Use LinkedIn analytics to see what’s working and what’s not. Adjust your strategy based on the data. This helps you refine your approach and get better results.

Track your dating history. If you’re not finding the right match and you keep repeating the SAME painful patterns, it’s time to switch up your approach or your type. Stop chasing red flags, okay?

Wrapping Up

Start with a plan, be consistent, and don’t be afraid to mix things up. With a little effort and a lot of engagement, you’ll start to see results. So, put yourself out there, switch on the charm you know you have, sweet talk your audience, and watch your LinkedIn presence grow!

Want some help? Get in contact.