Most leaders don’t struggle with what to say. They struggle with saying it consistently.
Maybe you’ve posted a few times, but then life gets in the way. Meetings, hiring, product launches. Before you know it, weeks have passed, and your LinkedIn is a ghost town.
Then comes the real problem: when you finally sit down to write again, your mind is blank.
If you’ve ever felt this way, you’re not alone. Most leaders don’t have time to brainstorm fresh content ideas every week. But the good news? You don’t need to.
Great content isn’t about reinventing the wheel—it’s about documenting what’s already happening in your business, industry, and daily life.
Here’s a breakdown of eight LinkedIn post categories that will keep your content pipeline full and your audience engaged.
1. Industry insights and strong opinions
Your audience follows you because they want perspective, not just information. They can Google information. They come to you for insights.
- Break down a big industry shift and explain why it matters. If you’re in SaaS, talk about the impact of PLG (Product-Led Growth) vs. traditional sales. If you’re in e-commerce, share what’s changing with consumer buying habits.
- Call out bad advice. There’s a lot of outdated or generic content in every industry. If you see trends that don’t work, say so—and explain why.
- Make a bold prediction. What’s going to change in the next 5 years? Back it up with logic and trends.
✅ Example: “Everyone says cold outbound is dead. They’re wrong. Here’s what smart companies are doing instead…”
2. Lessons from your journey
People follow leaders for experience. They want to learn from your wins and your failures.
- Share a mistake you made early in your career and what you learned.
- Talk about a defining moment that changed your leadership approach.
- Reflect on a time you felt imposter syndrome and how you pushed through it.
✅ Example: “I used to think hiring the ‘most qualified’ person was the key to building a strong team. Then something painful happened that completely changed my mindset…”
3. Behind the scenes
People love seeing how things work behind closed doors. If you want to build trust, open the curtain.
- Walk through how you make key decisions. Hiring, pricing, partnerships—share your thought process.
- Document a recent challenge your team solved and how you approached it.
- Share what’s working and what’s not. Transparency builds credibility.
✅ Example: “We recently tested a new onboarding process for our sales team. It cut ramp time by 40%. Here’s exactly what we changed…”
4. Tactical, high-value advice
People follow thought leaders because they want practical takeaways. The more you can help your audience, the more they’ll keep coming back.
- Break down a step-by-step process that most people overcomplicate.
- Share a framework you use to evaluate opportunities or challenges.
- Answer a common question you get from clients, employees, or investors.
✅ Example: “Struggling to get responses on LinkedIn? Here’s a simple DM framework that’s helped us book 10+ meetings a week—with zero cold pitching.”
5. Storytelling and personal branding
Your experiences, values, and beliefs set you apart. The more you show who you are, the stronger your personal brand.
- Tell a story about a mentor who shaped your career.
- Share a moment of failure that taught you an important lesson.
- Explain your ‘why.’ What drives you to do what you do?
✅ Example: “In 2015, I almost shut down my business. Revenue had stalled, our best employee left, and I had no idea how to turn things around. Then I did this…”
6. Data-backed insights
Numbers grab attention—especially when they reveal something surprising.
- Highlight a surprising industry stat and break down its implications.
- Share your own internal data. If you tested a new strategy and it worked, show the results.
- Compare trends over time and explain what’s changing.
✅ Example: “We analyzed 500+ LinkedIn posts from top SaaS founders. The posts that performed best had one thing in common—here’s what we found.”
7. Thought-provoking content
Your best posts won’t always be the ones that teach. Sometimes, they’ll be the ones that make people think.
- Challenge conventional wisdom. If everyone is saying “X,” present an argument for “Y.”
- Write about something you used to believe, but changed your mind on.
- Pose a deep question that makes your audience reflect.
✅ Example: “Most leaders focus on hiring the ‘best’ people. But I’ve found that hiring the right mix of people is what actually drives success. Here’s what changed my mind…”
8. Leadership philosophy and team culture
People don’t just want to know what you do—they want to know how you lead.
- Share your thoughts on what makes a great leader.
- Talk about how you handle tough conversations.
- Explain a leadership principle you live by.
✅ Example: “We have one rule in our company: if a mistake happens, we own it. No blame, no excuses—just solutions. Here’s how this policy almost never took off…”
Putting It All Together: The 80/20 Rule of LinkedIn Content
Here’s the key: You don’t need to post about all eight categories every week.
Instead, focus on the 80/20 rule:
- 80% of your content should focus on insights, advice, and value. Teach, share, and challenge ideas.
- 20% should showcase your personal journey, stories, and leadership philosophy. This builds connection and trust.
If you post 3x a week, that means:
✅ Two posts on insights, advice, or industry trends
✅ One post that’s more personal—storytelling, behind-the-scenes, or leadership lessons
That’s it. You don’t need to overcomplicate it.
Final Thought: Leaders Who Show Up, Win
Most leaders want to be seen as experts, but only a small percentage actually show up consistently.
If you’re posting on LinkedIn, you’re already ahead of most people. If you do it with strategy, structure, and a focus on real value, you’ll build an audience that follows you for years.
Start small. Write one post this week. Then another. Then another.
Momentum builds quickly—visibility, even faster.
Check out our other LinkedIn post ideas for founders, creatives, and developers.
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