How to create a digital content strategy on LinkedIn?

Published by Camila on

Digital content strategy on LinkedIn
12 min

Want to be visible on LinkedIn, but don’t know where to start? 🤔 Nowadays LinkedIn has become an increasingly competitive social network in terms of content. So, you need a good digital content strategy on LinkedIn and understand the algorithm to be able to reach a major audience. 🎯

In this article, you will find the summary of the live conducted by our CEO Toinon Georget and the expert of growth on LinkedIn, Thibault Louis. Let’s go ! 💫


Here are the points we’ll cover below: 🔎

  • Live with “guest speaker” Thibault Louis: expert in B2B business coaching, corporate branding and content for customer acquisition.
  • Creating a digital content strategy on LinkedIn to reach 1M views per month and increase your credibility.
  • Q&A on how to go from never having published to reaching a global audience.
  • How to get past the 1st post on LinkedIn and how to overcome the imposter syndrome.
  • The importance of having fun publishing on LinkedIn and creating your own network of qualitative connections.
  • The main lines of the editorial strategy and how to optimize it afterwards to save time.
  • Defining an editorial line that works, writing engaging posts on LinkedIn.


If you want to see the live afterwards, you can check out the “replay” over here 😉

Watch The Demo 🪐


Why publish on LinkedIn?

T. Louis answers this question with: 👇

“Everyone has an interest in publishing on LinkedIn regardless of their profession. 800 million users worldwide, in France 80% of professionals have a LinkedIn account.
We use it to hunt for qualified profiles, but also, it is a platform to attract people, there are plenty of opportunities. You’ll get spontaneous notoriety when several members of a company post regularly on LinkedIn.”

So LinkedIn is also a “personal branding” asset for employees who post content with their own network, not just a prospecting medium used by companies. 📈

They are several ways to “scale up” for a company, either do actions that will have more results i.e. the work to publish a post seen by 1 person or 1 million people is the same. 🤲

Except LinkedIn makes sure to show regular content to a larger audience over time, so persistence is key to success. 💪

Dig It Snow White GIF by Disney


What are the major benefits of having a digital content strategy on LinkedIn?

If you pay a thousand in LinkedIn Ads, people will see it once, your ad and the interaction will be over. 🙈 Whereas if you publish media regularly it will grow your personal brand, which is an intangible asset serving your company or business.

LinkedIn is a traction network, which allows you to have a major “reach” rate than other networks i.e. have more views, relative to the people who follow you. So remember to “unfollow” from your news feed the posts that don’t interest you, to have only a quality feed. 😏


What to do before you get started on LinkedIn?

If you feel like posting on LinkedIn, then you’ve realized that there’s a real value in doing so. Here are the questions to ask yourself before creating a first post or publishing on LinkedIn beyond sharing your resume. 😜

  • Finding an editorial line: broad themes of topics to address between 2 and 6 themes, on the centers of interest of your targets
  • TOFU-MOFU-BOFU method: find the right tone on your posts according to the audience it is addressed to. TOFU = “Top of the funnel” general topics, MOFU = “Middle of the funnel” topics according to your skills, and BOFU “Bottom of the funnel” topics of expertise.
  • Define clear and quantifiable objectives: credibility, acquisition, customer loyalty, increase the number of profile views, connection requests, etc.


How long does it take to publish on LinkedIn?

You need to vary the frequency of post types and “frameworks” (ways to engage): post minimum 2 times a week to start, going up to 2 times a day maximum thereafter. 🌳

Also, consider varying the type of content in your posts according to the themes of your TOFU-MOFU-BOFU, e.g. more serious topics at the beginning of the week and funnier ones at the end of the week. 🤡

Lets Go Reaction GIF by Mason Ramsey


You can find the “playbook” for writing killer posts, with a guide to creating your own TOFU-MOFU-BOFU funnel here! 💥


Increase your value from awareness on social networks

Some employees often feel less legitimate to speak up than leaders or people with more advanced knowledge in a field. 😳

However, LinkedIn is an open network, you can tell your experiences as an explorer of a topic in general and not a general truth. 🤗

Being visible allows you to cultivate your personal brand regardless of your professional situation ✅ (employee, executive, job seeker, freelancer).

You can play on readers’ cognitive biases and satisfy them, through an engaging digital content strategy on LinkedIn. ✨

Being more visible = being more credible! 😎

This Is Real Justin Bieber GIF by The Tonight Show Starring Jimmy Fallon


Post regularly on LinkedIn to increase visibility

Please also note that persistence is an iterative process, it’s a key element to successfully getting views and a growing audience. 🙌

T. Louis tells us about this:

“Treat your audience like gold” i.e. cherish your audience and take all possible feedbacks when you start your digital content strategy on LinkedIn or elsewhere.

Here are some tips to follow as well 🤩

  • Drop the impostor syndrome and just go for it!
  • Break the idea of “I have nothing to say” and structure your ideas in a dedicated file.
  • Write with empathy and put yourself in the reader’s shoes before publishing.
  • Think about reciprocity, to get likes and comments, you have to do some too.
  • Interact with others, LinkedIn encourages exchanges and offers similar content to your audience.
  • Before writing posts, start by leaving comments to make your profile stand out, let others see you!
  • Filter your news feed for quality and engagement to appear in others’ feeds.
  • Make 2-3 posts per week and take time to engage with your connections regularly.

Now let’s move on to the creative process techniques that will help you come up with good post ideas and build them effectively. 👌


What content on LinkedIn?


How do you write your first few posts?

🟣 T. Georget asks T. Louis:

“From a copywriting standpoint, what is the “framework” you use?”

🔵 T. Louis replies:

“Make a chart with 4-5 columns for broad (vertical) topics, in a tool like Trello/Notion to find posts with a focus. Then combine with the four A’s method: Anthropological, Actionable, Analytical, Ambitious (horizontal lines).”

  • Anthropological: taking a step back from a topic, “why this or that?”
  • Actionable: the 5 actions to do X or Y thing.
  • Analytical: the 5 trends of X topic.
  • Ambitious: “5 years ago I started in this, now…”, etc.

💡 In this example, T. Georget notes his ideas in a table Notion:


🟢 T. Louis reminds us:

“Write down your ideas as you get them, while walking, talking with friends, in the shower, etc. Adopt a “detective” mindset everything can be an inspiration Remember to write downthink about writing down everything that comes to mind and then refine the content later (make a first draft with everything that comes to mind in relation to that topic).”

🟡 T. Georget completes this idea:

“In relation to creativity, often ideas come in quiet moments of the day, to encourage reflection and introspection. Dedicate time to doing nothing. Systematically write down your ideas The more content you create, the more ideas you will have. Keep one idea per post, one idea can lead to another idea Creativity comes at times when you are doing nothing! Stay in meditative processes, force yourself to get into that state of mind, like when you take a shower, long walks, sports.”



1 post = 1 idea!

Therefore, if the idea comes, do the action right away or else look for sources of inspiration through meditation, free time, etc. 💆

Have a clear idea, with hook and release in focus. Nevertheless, the idea scraps (“R.I.P. ideas” 💀), you have to reuse and re-note them in your board to exploit them afterwards, in another dedicated post.

👉 Be synthetic even if it means 5 lines, it’s ok, as long as it’s understandable and you keep one idea per post!


Tips for successful copywriting

If you are not familiar with the term “copywriting” here is its definition:

Copywriting, often called “design-writing” or “copywriting”, is the art of persuading others through words. 🤭

People who practice it are called “copywriters” or copywriters. Their job is to write copy for blog posts, sales sites, landing pages, calls to action, etc. ✍


Method #1 Digital content strategy:

To get started, you need to know how to use a tagline: think about the long-term benefit, avoid being misleading or falling into clickbait. 🎣

Summarize the main idea of the post in one sentence. Explain how you’re going to solve your caller’s problem, right from the catchphrase. 🙏

🟠 T. Georget tells us:

“Think of the catchphrase as the subject of the email and the content of the email, you need a good title to catch on, but you need to remain consistent with the body of the text. Take care of your credibility, instead of looking for more open rates.”


Method #2 Digital content strategy:

Deliver the content info of the post 75% in your teaser: for example, give answers in “5 easy steps.” Then the heart of the post should be the solution to the problem being discussed, so that’s the other 25%. 👏

Take care of the hooks and exits. Think of the post as a “sandwich”, the bread on top is the hook, the meat is the content itself and the bread underneath is the exit. 🥪

Hungry Good Burger GIF by Bounce


Measure performance in views, however be careful about virality, as that could also discredit you. 👀

However, if you want to know how to go viral on LinkedIn, read this article! ⚡


How to get 1M views on LinkedIn?


1. Digital Content Strategy on LinkedIn TOFU-MOFU-BOFU:

“Top, Middle and Bottom of the Funnel”: we often think that we should be as “niche” as possible on LinkedIn publications, when there are 3 levels of topics even outside your expertise topics. 😋

Here is more or less the formula to adopt, BOFU = expert topics (40% of posts) + MOFU = more global topics (40% of posts) + TOFU = broader topics (20% of posts). 🤝


2. Accelerate on content creation:

To stand out in multiple people’s “feeds” you need to post regularly. At least 2-3 posts per week to start, then 3-4 posts per week: 2 MOFU posts, 2 TOFU/BOFU posts for example.

One Million View GIF by Lyngby Boldklub


3. Use current post trends:

We’ve all seen “Hello everyone, except…” posts, or LinkedIn polls go by, so take inspiration from current trends to get the most reach possible. ⚡ Post the more general or humorous posts on the weekend and more serious or specialized posts during the week.



4. Types of digital content strategy on LinkedIn:

Written posts are the most valued by LinkedIn! 👀

Photos/videos, qualified surveys, and PDF carousels require good visual creation + a lot of creative time. Plus, the views are less viral. However, “memes” do hit the spot if you ever want to go viral.

Tim And Eric Omg GIF


5. Highlight the “Follow” button on LinkedIn:

Instead of having the “Connect” button on your profile, you can put it in “creator” mode and have a “Follow” button instead. 🤓 This allows you to have more connections following you, but less adding you, to keep a quality network when you start attracting people/views to your profile.


6. Alternate TOFU-MOFU-BOFU content:

Break down your ideas into long, medium and short posts depending on the nature of the post in question. Remember to be “punchy” and don’t hesitate to make regular posts to create an omnipresence effect with your connections.

Seth Meyers GIF by Late Night with Seth Meyers


7. Exploit the simple exposure bias:

The more exposure you get to someone’s content, the more likely you are to have a positive image about that person/brand. Creating engagement and building loyal connections, by posting twice a day makes you more visible and makes you show up in news feeds daily. 💥


8. Use post automation “pods” to optimize posts:

Using “pods” on LinkedIn creates a social proof bias effect, it makes you want to engage organically, because other people will have already commented. Pods help increase engagement to boost LinkedIn ‘s algorithm , which notes the amount of likes and comments in posts.

Try Podawaa Now 🚀


9. Use 1st comments:

You can use the 1st comments of posts to put a “punchline” or start the discussion, share your contact/newsletter link or “lead magnet” on LinkedIn. 🧲

Give life and a specific tone to your posts, use “hashtags” for a laugh and target people outside your network. Create quality posts + 1st comment “call to action“.

In addition, in serious posts, using an offbeat sentence at the end creates a break in the “pattern” or a shock effect, and it makes people want to go and comment, as this reflection provokes a reaction in readers.

Nick Young Reaction GIF


10. Choose the language to publish continuously:

You need to be concise and choose the right language for your audience. Use a dedicated profile for each language you want to publish in or choose a standard language. 😀

tonight show nbc GIF by The Tonight Show Starring Jimmy Fallon


Conclusion Digital content strategy

Digital content strategy on LinkedIn, is not the same as on other social networks like Twitter or Instagram. So save the professional content for LinkedIn! 🏆

Iterate on content and test multiple formats to stand out from the rest. Differentiating yourself and taking risks when publishing is what will help you reach your goals faster. 🏹


To go further… use Waalaxy!

With our Waalaxy automation tool, you can import your audience into your CRM and market to them afterwards. 👽

Discover Waalaxy 🪐


This will allow you to be even more efficient in your prospecting follow-up and you won’t lose any prospect who will come to comment or like your posts on LinkedIn!


FAQ Digital content strategy


How to write a good post on LinkedIn?

The best way is to differentiate, iterate, take risks, use 2d degree to give your personal touch, interact with your network and of course, apply a TOFU-MOFU-BOFU method before publishing. 🥇

Here’s an article on how to write good LinkedIn posts, to give you even more ideas. 🧐

Your content strategy on LinkedIn is what will help you achieve your goals, be persistent and the algorithm will reward you! 🤞