The 10 Posts You Need on LinkedIn
Use our framework to make your next 10 LinkedIn posts your best yet.
LinkedIn is a unique platform. It’s a great way to attract clients, an audience, employees, and aligned opportunities. (Think: speaking engagements, consulting offers, new roles, or new employees.)
But, if you’re not an expert, it can take time to figure out - and even more time to build up an audience.
And there are some stakes. For a brand or an executive, posting content that consistently underperforms - or demonstrates a lack of knowledge of the platform - can impact the perception of your brand. And, even worse, one wrong (cringe) move you and you could find yourself mercilessly mocked on Instagram.
LinkedIn management is one of Medbury’s most popular offerings. While each client is different, there’s a helpful starting framework we use to organize ideas for a client’s first 10 posts.
Below, I’ll explain the framework and provide examples. I’ll use some of my own best-performing posts and some posts from folks I follow.
If you’re just starting out and can’t afford to work with an agency like Medbury, I hope this is helpful.
If you’re a brand, an established founder, or an executive and would like to talk about our LinkedIn management, check out our website or book 15 minutes to chat here.
For every 10 posts, we plan:
✔️ 5 helpful posts.
✔️ 3 promotional posts.
✔️ 2 fun posts.
What do these look like? These are posts where you’re sharing knowledge or resources, or uplifting another community member.
Recommend a tool or a book. Offer a tip. Shout out a friend, employee, or colleague. Demonstrate competency and share knowledge.
Here are some of my best-performing examples of sharing information or resources.
And also: (3) Here and (4) Here. ⤴️
These are: Testimonials. Product Info. Case studies or newsletters. Make sure your audience knows the who, what, why, when, and how of your work.
Important to know: Promotional posts have atypical engagement patterns. This is generally true across all platforms, and certainly true on LinkedIn.
They can:
1. Underperform (fewer likes, comments, and impressions) but still deliver a lead or two.
2. Get a lot of impressions but not a lot of likes or engagement.
3. And/or be some of your top-performing posts across the board. (Shrug.)
But even if your promotional posts aren’t super-performers - you still need to post them. They get results.
Promotional posts can be testimonials, like these:
(1) Here. (2) Here. ⤴️
Or they may be posts promoting a product, encouraging folks to buy a course, or asking them to check out a project. Like these (1) here, and (2) here. ⤵️
Think: A pic of your dog. The playlist that puts you in flow state. A review of those perfect pens you buy in bulk. Share a tiny glimpse into the person behind the profile.
A favorite of mine from Isabel Sterne here. And one from me here.
Now, 3 important notes:
✏️ Don’t post in that order. Mix them up.
✏️ You can deviate. The framework is designed to support - not confine.
✏️ On LinkedIn, great content is 50% of the work. The other 50% is strategic engagement.
I regret to inform you that selfies can significantly improve post-performance.
People like to see the people they’re engaging with. If you can stomach it, make at least 1 out of every 10 posts a selfie.
Here’s an easy way in: Recommending a book as part of your 5 Helpful Posts?
Craft your post, and then share it with a selfie of you and the book. Prepare for great engagement.
A rough content framework is a very good starting place. So I hope this is helpful. However, other factors have a significant impact on your LinkedIn performance and growth.
Those factors are:
✔️ Your engagement strategy.
✔️ The quality of your copy.
✔️ Your post times. (When in doubt: 830amEST.)
✔️ Your tone.
✔️ Your angle.
✔️ Your imagery.
✔️ Your post type.
I’ll be writing on all of the above - and linking them back here when they’re live.
Thanks for reading.
xo,
Meredith & the Medbury team