Ready to start building or upgrading your brand? Then it’s time to put together a killer LinkedIn content strategy for your business.

We reached our first million in revenue thanks to LinkedIn.

In the last few months, I’ve been a bit quiet when it comes to sharing our journey so I thought that nailing the $1,000,000 ARR milestone was a pretty cool opportunity to write an article 🎉

Guillaume Moubeche

LinkedIn was our top-of-the-funnel channel from day one. Today, thousands of sales teams run their LinkedIn motion through lemlist, which holds a 4.6/5 rating on G2 from 1,400+ verified reviews.

In this post, I’ll walk you through the exact steps we followed so you can get the same results.

First, decide what your main goal is with your LinkedIn strategy, as well as how you will measure it.

In other words, what do you want to achieve, and how will you know that you’ve achieved it?

For example, you may want to:

✔️ hire exceptional talent for your team

✔️ fill your sales pipeline with more leads via LinkedIn lead generation efforts

✔️ expand your network with valuable contacts

✔️ build your brand awareness

✔️ increase your website traffic

Depending on which of these goals you choose, your LinkedIn content strategy will differ.

If you don’t set goals before creating your LinkedIn content strategy, you’ll post in the dark. You’ll have no way to know if there’s a return on your investment or how to tweak your strategy to meet your needs better.

So, choose one or two goals that most align with your business objectives, then pinpoint metrics that will help you track them.

For example, if a clear objective of yours is to hire exceptional talent, you could track the following:

Moreover, LinkedIn company pages come with a wide range of content analytics for your LinkedIn Page that you can track automatically, including:

Once you’re sure of what you want to accomplish and how to measure it, you’re ready to start on your greater LinkedIn content strategy.

And once you’ve built an engaged audience, you can turn it into pipeline with lemlist’s LinkedIn prospecting.

LinkedIn has more than 1.3 billion members across 200 countries and regions (51 LinkedIn statistics to shape your social strategy), according to Hootsuite’s 2026 statistics. You’re not going to reach all of them, and you don’t have to.

That’s why it is so important to define your target audience, as well as the individual personas that will be interacting with your posts.

If you haven’t defined your B2B target audience, follow this step-by-step guide to creating your ICPs and buyer personas. We also suggest checking out this guide on finding buyer personas using AI.

In this video below, we will teach you how to find your buyer persona in seconds:

You can also use our free ICP persona generator to generate 3 buyer personas in minutes and download your results instantly:

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If you’ve already researched your target audience, the next step is to find out who they are on LinkedIn.

One way to do this is to look at the profiles of your current customers, read their descriptions, and check their previous professional experience.

But also check their activity.

This will help you understand their tone, if they use a lot of emojis or figures of speech if they post serious updates or memes and jokes, etc.

You’ll also be able to get a better understanding of how they interact with people, what kind of content they engage with, and who they respond to in the comments.

All of this is information you can use to tailor your content to be the kind that they start following and reacting to.

For more information on using the LinkedIn platform to find your target audience, use our guide on LinkedIn search.

Decide what areas of content you would like to post about. It needs to hit two main criteria:

For the first criterion, think of topics unique to your brand identity and the problems that your business solves. These are areas where you are the expert.

For example, if you work in the sales industry, you could post about:

The second criterion is where the time you spend defining your target audience comes into play. Consider the types of content that your buyer personas interact with, comment on, and share.

For example, if you’re targeting freelancers and solopreneurs, they may like:

Pinpoint where these two types of content overlap (i.e., your expertise and your target audience’s interests), and make this your primary topic area.

Once you know your niche, go one step deeper. Pick a narrative theme, a single through-line that ties your posts together. Then break it into content pillars: the recurring categories every post maps back to.

For example, at lemlist our narrative theme is “outbound that people actually reply to.” Our pillars are: cold email deliverability, LinkedIn outreach tactics, AI personalization workflows, and growth playbooks from our own data.

Why bother with pillars? Because they keep you from drifting into random “thought leadership” posts nobody asked for. Every post you write should slot into a pillar. If it doesn’t, it’s filler.

Aim for two to four pillars. More than that and you dilute the signal. Fewer and your feed gets repetitive fast.

If you haven’t yet done so, your next step will be to create your official LinkedIn profile.

Here are some of the most important components to focus on:

If you already have an official logo for your brand, you should add it now.

If creating a personal brand account, choose a professional photo showcasing your personality.

Give it a bright or colorful background to ensure that it stands out on the page. And don’t change it often so that people can immediately associate it with you.

When picking your LinkedIn cover image, design it to catch the eye and blend well with your company logo.

That’s important because, on the public view of your page, your logo takes up a small portion of the cover image. For example, here’s what it looks like on our page:

From the cover image and profile photo alone, visitors should get a clear idea of who you are and what you can offer them.

Finally, make sure it matches LinkedIn’s official image specifications: 1584 x 396 pixels for a personal profile and 1128 x 191 pixels for a company profile.

For inspiration, try these LinkedIn cover image templates.

This part of the profile is a mini sales pitch to your visitors. It should communicate:

→ this is who I am/we are

→ this is what I/we do

→ this is what you’ll get from this LinkedIn page

For example, our current tagline positions lemlist as the AI Outbound Platform for relevant outreach at every scale. That communicates what we do (AI-powered outbound), our brand identity (direct, practitioner-focused), and the value you get by following along.

As our company grew, the tagline evolved. Early on, we leaned into cold outreach messaging. Now the tagline reflects our full platform: multichannel sequences, AI personalization, and a 450M+ lead database.

What can you learn from it? Pick a tagline that fits best with your brand identity and what you want to accomplish with your LinkedIn. Make sure it evolves as you grow your brand or business, and stays relevant to your audience.

As a side note, social proof on your company page matters. We display our G2 rating (4.6/5 from 1,400+ reviews) right in our page content because prospects check your page before they check your product. If you have strong review scores, put them where visitors land first.

Your “About” section should include more in-depth information about what you offer to your followers.

Include keywords and phrases that people might search to find brands like yours, as LinkedIn pages can be indexed by Google and appear in search results.

If you need a little inspiration, here’s ours:

The key to success on LinkedIn is consistency.

It’s a bit like working out. If you only put effort into it every other month, you won’t get much in return. But if you put in the work every day, or even just a few times a week, you’ll see results.

To help keep you or your social media team consistent, make a plan in advance for what you will post and when.

Posting daily is easy. Posting stuff people actually care about? That’s the game. Relevance beats frequency.

→ Insights > inspiration. → Actionable > abstract.

Every post is either building trust or just filling space. Make it count.

Bill Stathopoulos

CEO @SalesCaptain

If you can, work up to one post per weekday to get the most reach and engagement.

But when you’re just getting started, keep it to 1 new post per week as you build your business’s network. Then, increase the frequency as you get more engagement and a larger audience.

Remember, you are building a brand, and this requires persistence.

For example, Briana was building her personal brand as a Creative Marketing Manager. She started posting once every few months, with an organic reach of only 370 views:

In 2 months of posting multiple times a week, she built an organic reach of thousands per post:

The best time to post on LinkedIn depends on a few factors, like your target audience’s preferences and behavior patterns.

The best days to post on LinkedIn are Tuesday, Wednesday, and Thursday, which offer the most consistent and prolonged periods of peak engagement. (Best Times to Post on LinkedIn in 2026 [Updated] | Sprout Social) Because LinkedIn is a professional network, weekends (Saturday and Sunday) are the worst days to post. (Best Times to Post on LinkedIn in 2026 [Updated] | Sprout Social) That’s according to Sprout Social’s 2026 analysis of 2 billion engagements across 307,000 social profiles. (Best Times to Post on LinkedIn in 2026 [Updated] | Sprout Social)

As a general rule of thumb, the best time slots are:

Test each of these time slots to find out which one works best for your target audience. One caveat holds across every dataset: timing multiplies a strong post and cannot rescue a weak one. (The Best and Worst Time To Post on LinkedIn in 2026)

If you’re posting for an international audience, vary the times of your posts so that different time zones are included.

Everything’s now ready for you to start posting on LinkedIn.

When you create your first posts, keep these best practices in mind:

LinkedIn displays the first couple of lines of your post and leaves the rest in “see more.” So, your goal with your hook is to make it catchy enough to attract your audience.

Just like you want a subject line that corresponds to the body of your emails, you want your intro to be in line with the rest of your post.

Think of the goal of your post: what value are you bringing to people, or what story do you want to tell?

Show that off in the intro. For example:

Here, Guillaume shares right off the bat what his post is about: Google Sheets replacing Excel. But you have to click “see more” to understand exactly why.

Another tip is to make the intro like a preview. So keep the main idea of your post, but don’t give away all the information.

With this intro, Tal previews what you should STOP doing, but to find out what you should do, you’ll have to keep reading.

You might have already noticed this, but the LinkedIn platform favors posts with short phrases.

Posts like this are also appealing to readers. A post with one-line sentences or short phrases is easier to read, even if it’s the same amount of content.

To formulate this, make every idea a new phrase. You should also simplify your phrases to increase readability.

Check out this LinkedIn post:

He uses simple words and phrases that seem powerful, so you’re able to skim through the post easily. In the end, you arrive at a call-to-action that builds his brand and his business.

If you need help thinking of things to post about, you can use lemlist’s AI message generation to draft post ideas and refine your angles. Feed it your content pillar, your target audience, and the outcome you want, and it gives you a starting point you can make your own.

Video is one of the fastest-growing formats on LinkedIn right now. LinkedIn says video creation increased 27% in 2025, while video views rose 36%. (51 LinkedIn statistics to shape your social strategy) That’s according to Hootsuite’s 2026 LinkedIn statistics roundup.

You don’t need a production team. A 60-second face-to-camera clip with captions performs well. Videos under 60 seconds retain 87% of viewers on average (80+ LinkedIn Video Statistics for 2026), according to Zebracat’s 2026 LinkedIn video analysis. Quick tips, hot takes on industry news, or a walk-through of a workflow you use daily all work.

The key is to keep it native. Upload directly to LinkedIn instead of dropping a YouTube link. External links reduce your reach.

Once your post is ready, there are a few more things you can do that will encourage engagement.

The first of these is tagging all relevant parties. The more people you tag who genuinely relate to the content, the more visibility your post gets in their networks.

But tagging alone is a fraction of a real engagement strategy. The next step covers the rest.

Most people treat engagement as an afterthought. Post something, hope for likes, move on. That’s half the game at best.

LinkedIn’s algorithm rewards conversations, not broadcasts. If you want your content to travel, you need to show up in other people’s feeds too.

Here’s what that looks like in practice:

Comment on 5–10 posts per day from people in your niche. Not “Great post!” comments. Add a real opinion, a counter-example, or a follow-up question. This puts your face and name in front of their audience repeatedly.

Reply to every comment on your own posts within the first hour. Early replies signal to LinkedIn that a real conversation is happening, which pushes the post to more feeds. Set a timer if you have to.

Build a reply cadence into your calendar. Block 15 minutes before and after each post goes live. Use the first block to engage on others’ content (this warms up your profile’s activity signal). Use the second block to respond to your own comments.

This is the part most content strategies skip. And it’s exactly why most LinkedIn content strategies underperform.

You don’t need to come up with a new idea for every single post. One strong insight can fuel an entire week of content if you repurpose it across formats.

Here’s a simple repurposing workflow:

That’s four pieces of content from one idea. Each format reaches a different slice of your audience because not everyone consumes content the same way.

Check your LinkedIn Page analytics (or your personal post analytics) at least once a month. Look for patterns:

When you spot a winner, don’t just celebrate it. Reverse-engineer it. What was the hook? The format? The topic? Then make more posts in that mold.

Kill what doesn’t work just as fast. If a pillar or format consistently underperforms after 8–10 posts, replace it. Your analytics are a feedback loop, not a scoreboard.

Your LinkedIn content strategy is never “done.” The algorithm changes. Your audience shifts. Your business goals evolve.

Set a quarterly review where you revisit your goals from Step 1, audit your content pillars from Step 3, and check whether your posting cadence from Step 5 is still realistic.

Ask yourself:

The teams that win on LinkedIn aren’t the ones with the most polished content. They’re the ones who review, adjust, and keep showing up.

LinkedIn is still one of the highest-leverage channels for building pipeline, hiring, and growing a brand. The 9 steps above are the same playbook we used to hit $1M ARR and the same framework thousands of teams use through lemlist today.

The gap between “posting on LinkedIn” and “running a LinkedIn content strategy” is discipline: clear goals, defined pillars, a real calendar, and a feedback loop that compounds over time.

If you’re ready to connect your LinkedIn content efforts to actual outbound pipeline, start a 14-day free trial of lemlist. No credit card required.