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Content·Beginner·5 steps

LinkedIn Content Playbook

The weekly posting system that turns consistent content into inbound pipeline.

Time to result
90 days to consistent inbound signals
Expected outcome
4 high-quality LinkedIn posts per week, a measurable increase in profile views and inbound DMs within 90 days.

The playbook

  1. 1

    Set your pillar mix

    Before writing a single post, define your 4–5 content pillars. Each pillar is a thematic bucket you'll return to every week. A typical B2B founder mix: Authority (case studies, results), Education (frameworks, how-tos), Personal story (vulnerability, journey), Social proof (testimonials, client wins), and Engagement (polls, questions). Write out your pillars and assign a rough weekly percentage. The mix should reflect your audience's needs and your actual expertise.

  2. 2

    Plan content 2 weeks ahead

    Every Friday or Monday, plan the next 2 weeks of posts. For each post: pick a pillar, choose a format (text, carousel, poll, video), and write a one-line post premise. The premise should be a specific claim, story, or question. not just a topic. 'LinkedIn' is a topic; 'the one LinkedIn format that generates 3x more DMs than any other' is a premise. Planning ahead prevents the '9pm panic post' that always underperforms.

  3. 3

    Write hooks first

    Write the hook before anything else. The hook is the first 150–220 characters. the only thing visible in-feed before truncation. A strong hook has a specific claim, tension, or number. Write 3–5 hook variations for each post and pick the strongest. This step takes 10–15 minutes per post and determines 70% of the post's reach.

  4. 4

    Write and format the body

    After the hook, write the body of the post. For text posts: short paragraphs (1–3 sentences each), a clear through-line from hook to conclusion, and a call to action in the last 1–2 lines. For carousels: one idea per slide, large text, strong visual hierarchy. For videos: subtitle-first design (most LinkedIn video is watched silent). Length: text posts 150–300 words, carousels 8–12 slides, videos 60–90 seconds.

  5. 5

    Review performance weekly

    Every Sunday, spend 20 minutes reviewing the week's post performance. Log: impressions, engagement rate, comments, profile clicks, DMs received. Note what was different about high performers vs. low performers. After 8 weeks, you'll have a clear picture of your personal performance patterns. hook types that work for your audience, formats that underperform, topics that drive DMs vs. likes.

Common mistakes

  • ×Posting without a defined pillar mix, leading to random content that doesn't build a recognizable brand.
  • ×Skipping the hook step and starting with the first thing that comes to mind. The hook deserves its own dedicated writing session.
  • ×Treating all metrics the same. Engagement rate tells you about resonance; DM count tells you about pipeline. Optimize for the metric that matters for your goal.
  • ×Going dark for a week when a post underperforms. Consistency is the compound variable. one bad post doesn't set you back if the next one goes out on schedule.

Key terms

Tool comparisons

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