Mastering LinkedIn Content Marketing: Tips, Tricks and Strategies in 2025

If your last 10 posts got zero comments

If you've been on LinkedIn for months but haven't landed a single serious lead

If your competitors are getting tagged in conversations while you're invisible

Then you’re probably not doing LinkedIn content marketing right.

Because done right, it can flip a switch on your network growth and bring in quality leads regularly.

LinkedIn content marketing is generally done through regular posts, but it’s not as simple as just posting whatever popped into your head. .

We’ll cover,

• Why do you need a planned LinkedIn Content Strategy?
• 4 Most Effective LinkedIn Content Types to Maximise Engagement
• How to Start LinkedIn Content Marketing for Your Own Business?
• How to use LinkedIn Content Marketing for B2B Sales?

By the time you put all this to use, you won’t know what to do with all your connections.

Let’s get into it.

What is LinkedIn Content Marketing? Isn’t it just posting?

No! Good content marketing is more than just posting on LinkedIn!

It’s also leaving thoughtful comments on other people’s posts, hosting LinkedIn live events and more!

Through good content marketing, you should be getting noticed by people outside your network and regularly reaching new audiences.

When a popular Instagram reel goes viral, all your friends and coworkers have probably seen it.

LinkedIn Content Marketing is hands-down the best way to do inbound marketing.

This means leads will be coming to you directly, you don’t have to send them cold emails and follow-ups for a week straigh.

4 Most Effective LinkedIn Content Types to Maximise Engagement

Not every LinkedIn post makes it to the feed of a random prospect, in fact– most of them don’t see the light of day.

That’s because 3 million LinkedIn users post weekly, and you’re just a needle in the haystack.

So you need to focus on what works and stick to it.

1. Story telling

Telling stories with a strong hook on LinkedIn is a massive engagement boost.

People love reading dramatic stories with successes or difficult challenges being overcome. Especially with lessons learned.

You should aim to be the LinkedIn Harry Potter.

Except instead of fighting Voldemort, you're battling low engagement and the algorithm.

The key to victory is to be as engaging as possible with a very strong opening line.

You need to deliver valuable information in small, understandable points. Explain what you learned from the experience.

People need to feel like they gained new knowledge from the post while still being entertained by the story said.

It’s a tough balance, but you can make it work.

For example, this blog starts with a recent client interaction story with the strong hook “My answer is going to shock you”

This is because LinkedIn adds a ‘See more’ after two lines, and if viewers scroll away, there’s no point to the post.

By the end, the viewer learns something new about LinkedIn’s algorithm as well as learns about what happened with the client.

That’s what you call a good post.

2. Teach your audience

If you’ve been in the business for a while, you’ve obviously gathered some knowledge of what works.

This puts you in a position where you can teach others and boost your own engagement through that.

For example, if you’re a growth marketer you can talk about how to get regular meetings through LinkedIn.

Make sure you format it correctly, structure your content and deliver the message clearly.

You can even add a CTA to your own business at the end and this can turn into a source of inbound clients to you.

Content like this builds a sense of credibility for yourself and builds trust with your network.

3. Success stories

Nobody loves a good success story like the LinkedIn audience, who are generally ambitious and career-driven people.

LinkedIn is the best place to showcase your professional successes, growth and key milestones.

You can also get personal motivation and validation from these kinds of posts by seeing the positive responses.

It’s not enough to just brag about your success though, you need to tell people what you did and how they can do it too.

That’s the really interesting part.

Split it into points and lines, explain the process that worked for you.

So you’re not just bragging, you’re sharing the answers with the rest of the class in exchange for impressions, credibility and possibly some leads.

It’s a win-win for everybody.

4. Video content

Not everybody on LinkedIn wants to read a long story or a bunch of paragraphs.

Some people would rather relax and listen to an actual person speak– you.

So all the success stories, valuable info, strategies that worked, or even case studies of products or users.

You can talk about it in an easy-going video where people just tune in and listen to you speak.

You’ll be surprised to see how many people just want to relax and take in some information without any effort.

These are the most popular types of content on LinkedIn, and most influencers follow this pattern.

Before you jump into adding a new post on LinkedIn, let’s clearly define your strategy first.

How to Start LinkedIn Content Marketing for Your Own Business?

1. Create an Ideal Customer Persona

Before you create your content, it’s important to know who your readers are.

This means the target audience that will read your content, be interested in your business and maybe become a customer in the future.

You can’t sell a B2B SaaS subscription to a 17 year old searching for Hot Wheels, right?

So it’s important to clearly define your ideal customer persona along with

• What their pain points are,
• Your method of approach,
• And the solution you offer them.

It’s best to make a clear spreadsheet with all these fields and you can update it regularly as you learn more.

This is the first step to any marketing strategy, so make sure it’s done right.

2. Define your outcomes and metrics

You’re free to start pumping out content day after day, but it’s better if you have a clear goal to reach.

Suppose if you’re trying to grow your network: You can create a lot of engagement posts and provide general insights from your experience.

If you’re trying to drive more leads: You can create customer success stories, case studies and BOFU blogs.

And if you’re trying to build brand credibility: Focus on brand growth stories, recent milestones and goals you’ve hit and aim to hit in the future.

On top of all these, you must also define the kind of metrics that you’ll keep an eye on every week.

This way you can.

3. Analyze and Adapt

By keeping an eye on metrics and analytics, you’ll know what strategies are working and what isn’t.

You need to focus on:

1. Engagement Rate: (Reactions + Comments + Shares) ÷ Views
2. Comment-to-View Ratio: Comments ÷ Views
3. Time to First Engagement: How quickly post receives first interaction
4. Engagement Quality: % of comments that are substantive vs. brief
5. Follower Growth Rate: New followers per week/month

For each of these metrics, analyze by:

• Looking for patterns in your top 5 performing posts each month
• Identify commonalities in your bottom 5 performing posts
• Track which days and times generate the most engagement
• Note which hook types consistently perform well

The strategy that works best is unique for every business, you need to find out what yours is.

Meaning you need to experiment by yourself with new methods and content.

By regularly changing your strategies, adapting to responses and feedback, you can curate your own personal content marketing strategy.

Every big LinkedIn influencer has their own flavor to their posting style and content.

For example, take a look at Justin Welsh, a huge LinkedIn influencer with 700k+ followers.

He regularly delivers posts with a brief quote from a book, highlighting the main point of his post.  

Justin’s audience caters to solopreneurs and as a result, he regularly talks about job freedom, risk-taking and the benefits of starting your own business solo.

And the result? His brand is huge and he gets hundreds of millions of impressions per month.

Take that for credibility  

4. Format your posts correctly

LinkedIn posts have followed the same format across, and that’s because, well, it works.

Here’s how it goes:

1. The starting two lines must always be an extremely strong hook that pressures the reader into clicking ‘See more’

2. You need to split up your content into structured points and leave a gap between each line.

3. Wherever applicable, use bullet points to get your points across.

4. End with a strong CTA that directs users to engage with your activity or your company.

Here’s a great example of a strong LinkedIn post formatting:

With LinkedIn posts formatted like this, people are inclined to continue reading till the end.

And once they reach the end, they’re more likely to interact with your post and your brand, leading to +1 lead.

5. Use the 3-1-3-1 Content Mix

This is a tried and tested way to keep your LinkedIn content fresh and interesting, every time.

For every 8 posts, follow this ratio:

• 3 posts sharing your expertise (teaching/tips)
• 1 post showing your personality (behind-the-scenes)
• 3 posts addressing pain points (problems/solutions)
• 1 post highlighting success (case studies/wins)

This pattern keeps your feed diverse, it won't seem like you’re posting the same thing again and again.

You can also cover all the major types of content that get the most engagement.

With this mix, you won’t have to spend hours trying to figure out what to post.

6. Use psychology-backed prompts to keep your creativity flowing

These prompts are designed to overcome "posting paralysis" using principles of behavioral psychology:

Overcoming Perfectionism

• "What's one small insight I could share in 2 minutes or less?"
• "If I were explaining this to a friend over coffee, what would I say?"
• "What's the minimum viable version of this idea I could share today?"

Building Writing Momentum

• "The most interesting thing I learned this week was..."
• "One thing most people misunderstand about [topic] is..."
• "The question I get asked most often about my work is..."

Defeating Imposter Syndrome

• "What's something I know now that I didn't know a year ago?"
• "What process have I refined through experience?"
• "What mistake have I made that others could avoid?"

Weekly Reflection Questions

Use these every Friday to generate ideas:

1. "What challenged me this week?"
2. "What did I learn or relearn?"
3. "What advice would I give someone facing a similar situation?"
4. "What's one thing I'm excited about for next week?"
5. "What industry news caught my attention and why?"

And if you still can’t get a good idea or don’t feel like posting, just start writing for 10 minutes.

It doesn’t have to be anything unique, creative or even good. Just write.

It’s a great way to clear out the writing block and you’ll likely get better ideas naturally after.

7. Find your five core content pillars

You can find out the key themes of your content strategy by answering these basic questions:

1. What problems do I solve?
2. What processes do I use?
3. What perspectives do I have?
4. What proof can I share?
5. What personal stories connect to my work?

Based on your answers, you’ll have the five key content pillars. You can now create different types of post formats based around these (stories, tips, opinions, predictions, lessons).

Spread them out evenly and switch to a different pillar every couple posts or even alternately. It’s ultimately up to you.

8. Understand the LinkedIn Algorithm

There’s a lot of niche tricks to get noticed by the LinkedIn algorithm and perform well,

I’ll let you in on a few:

• Respond to every comment within 4 hours
• Tag only people who are likely to engage
• Avoid external links in the main post (put them in comments instead)
• Edit posts within 5 minutes if you catch an error (algorithm penalty after that)
• Use native LinkedIn features (polls, documents, etc.) at least once weekly

These may seem basic, but trust me, they could be the difference between a huge prospect seeing your post or not.

So don’t take the risk.

9. Post regularly and stay active

LinkedIn is a marathon, you need to regularly post, comment, reach out to people and stay active to be relevant.

That’s the only way you can see measurable growth.

Ideally, you should be posting 2-3 times a week, with some influencers even posting daily.

On top of that, regularly comment on posts by your network, big influencers and other viral topics on your feed.

This can create further brand awareness to the audience of the post, even if it isn’t your own post.

And finally, you need to reach out to people who engage with your post and comment regularly.

These are warmed-up prospects and they have a high chance of becoming future customers, since they’ve already shown interest in your business.

And if it’s too much to reach out to all of these prospects, keep up with LinkedIn posts and comments every day and track all these analytics:

SalesRobot can handle it all for you, completely automatically.

Let’s see how.

How to use LinkedIn Content Marketing for B2B Sales?

In B2B Sales, all the key points I talked about with content marketing on LinkedIn become doubly important.

That’s because B2B customers are difficult to convert and need an efficient, well-planned strategy to go from stranger to customer.

You need to,

• Define your ideal customer persona
• Create content curated to them
• Warm up prospects through comments, likes, endorsements and other actions
• Reach out and connect with all prospects
• Message them with a strong-converting template

Now I know what you’re thinking, 5 major steps and maybe 300-400 prospects.. That’s almost 2000 actions to do by yourself!

Luckily, you’re not by yourself.

For just the price of your monthly Starbucks fix at $99/mo,

SalesRobot can automate all LinkedIn + Email campaigns, do LinkedIn actions regularly, scheduled follow-ups, find AI-powered lookalikes and more!

Did I mention each message is hyper-personalized to the prospect with a super personal touch that they just can’t ignore?

All the results of your content marketing can directly be converted to an outreach campaign on SalesRobot.

You can scrape all the profiles from any LinkedIn post comment section, or even search URLs from LinkedIn Search or Sales Nav.

And the best part is it’ll take you less than 5 minutes to have it up and running.

You just have to create a campaign with “Add All Post Commenters”,

Then copy the post link from LinkedIn

And just import it into SalesRobot where it will scrape all the commenters' profiles and add them to your automated message campaign!

You can choose to configure settings like enriching their email for multichannel outreach, send InMails to premium accounts etc.

No one has the time to write their own message sequences for all your prospects, so you can just use our proven message templates.

These templates will have scheduled steps to each message and you can even include custom actions like viewing or following profiles, liking and commenting on posts etc.

Through these actions, your prospect will already be aware of you and probably check out your profile before you even message them.

That way, you have a much higher chance of converting them into a customer.

Once you have a message sequence, you just hit Start Campaign and relax.

The leads will come flowing in while you go on vacation.

And if you want to see the results for yourself, try out our 14-day free trial. (We don’t ask for credit card or phone number)

Conclusion

LinkedIn Content Marketing is an essential part of inbound growth and works mainly through engaging and informative LinkedIn posts.

An effective content marketing strategy will give you

• Broader brand awareness
• Inbound lead growth
• Bigger network

You need to properly curate your own marketing strategy and follow the rules of LinkedIn posting.

That means regular posts, activity and engagement with other influencers and people in your industry.

This opens you up to bigger connections, valuable leads and the networks of other like-minded individuals.

And if you really want to leverage content marketing for B2B Sales, a tool like SalesRobot is your best bet.

It provides complete LinkedIn + Email outreach with AI powered lookalike features, personalized follow-ups and campaigns.

And if you don’t believe me, just check out our fabulous reviews on G2:

And if that’s also not enough to convince you, you can prove me wrong after a 14-day free trial.

Good luck!

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