The three types of LinkedIn posts that build a following
Before I get into the prompts, I want to share the content strategy behind them. I structure everything around three post types:
- Get to know me: Content that shows your personality, interests and stories, and helps people understand who you are, beyond what you do professionally.
- Trust me: Content that builds people’s confidence in your experience, thinking and judgement, and makes people respect your opinion.
- Work with me: Content that shows what you do, the problems you solve, and the outcomes you deliver. This content is where leads come from, but should be used sparingly.
The balance I recommend: roughly 30% get to know me, 60% trust building, 10% work with me.
Too much selling and people tune out. Too much personality content and nobody trusts you enough to hire you. But don’t get too precious about the percentages – if you’re posting consistently and varying your topics, you’ll naturally land somewhere near this without counting.
January
| Week 1: Get to know me Share what you’re focusing on more this year, and what you’re intentionally doing less of | Week 2: Trust me Share one industry prediction you have for this year |
| Week 3: Trust me Talk about a challenge people in your role or industry are likely to face this year | Week 4: Work with me Outline the kind of work or projects you want more of this year |
February
| Week 1: Get to know me Share a habit or routine that genuinely helps you do your job better | Week 2: Trust me Talk about a common misconception people have about what you do |
| Week 3: Trust me Explain something you’ve changed your mind about as you’ve gained experience | Week 4: Trust me Share a lesson you’ve learned the hard way in your role or industry |
March
| Week 1: Get to know me Give a behind-the-scenes look at a typical day or week in your role | Week 2: Trust me Talk about a mistake you often see people in your industry make, and how to avoid it |
| Week 3: Trust me Explain what good preparation looks like before starting a piece of work or project | Week 4: Work with me Describe the type of people, teams or businesses you work best with |
April
| Week 1: Get to know me Share something outside of work that influences how you show up professionally | Week 2: Trust me Answer a question you’re regularly asked, in your own words |
| Week 3: Get to know me Shout out someone in your network who you admire, and share why you admire them | Week 4: Trust me Share a process or approach you rely on when things feel messy or unclear |
May
| Week 1: Get to know me Share a win you’re proud of so far this year, big or small | Week 2: Trust me Talk about a skill that matters more in your role than people realise |
| Week 3: Trust me Explain what you wish people understood before starting work like yours | Week 4: Work with me Describe a problem or challenge you’re particularly good at helping with |
June
| Week 1: Get to know me Reflect on how your role or career has changed over the last few years | Week 2: Trust me Share a lesson you’ve learned from something not going to plan |
| Week 3: Trust me You know that prediction you made at the start of the year? Reshare it, and reflect on how it’s panning out | Week 4: Trust me Share a practical tip that someone can implement now, to help solve one of their challenges |
July
| Week 1: Get to know me Share how you manage your energy or workload during busy periods | Week 2: Trust me Shout out a business or community that you’re part of, and what it brings to you and your work |
| Week 3: Get to know me Talk about a sliding doors moment in your career | Week 4: Work with me Describe a project or piece of work you’ve genuinely enjoyed, and highlight one thing you’re most proud of |
August
| Week 1: Get to know me Share what switching off looks like for you, and why it matters | Week 2: Trust me Talk about a small improvement that often makes a big difference in your field |
| Week 3: Trust me If your target customer had limited budget/time, how could they achieve success related to your specialism? | Week 4: Trust me Share advice you’d give to someone newer to your role or industry |
September
| Week 1: Get to know me Took a break over the summer? Write about it, and what you enjoyed most | Week 2: Trust me Talk about a problem that tends to crop up at this time of year |
| Week 3: Trust me Have you ever had an ‘oh sh*t moment’ in your career? Write about it, and how you solved it, or moved on | Week 4: Work with me Outline the kind of conversations or enquiries you’re open to right now |
October
| Week 1: Get to know me Share something you’re currently learning or improving | Week 2: Trust me Talk about a trend or shift you’re noticing in your industry as we edge towards the end of the year |
| Week 3: Trust me Think back to yourself 10-15 years ago. What piece of career advice would you have given yourself? | Week 4: Trust me Share a detail that’s often overlooked in your industry, but really matters |
November
| Week 1: Get to know me Reflect on a moment this year that made you stop and think | Week 2: Trust me Talk about what people should consider before making decisions in your area |
| Week 3: Trust me Explain how you measure progress beyond obvious metrics | Week 4: Work with me Share the kind of work or partnerships you’d like more of next year |
December
| Week 1: Get to know me Share your biggest learning from the year just gone | Week 2: Trust me Reflect on something you’ll take forward into next year |
| Week 3: Trust me That prediction you made at the start of the year… reflect on it. | Week 4: Get to know me Share a simple reflection, thank you, or sign-off for the year |
That’s 52 posts, one for every week, and all you need for a whole year’s worth of consistent LinkedIn activity.
Save this page and come back to it whenever you need it. You don’t have to post in order – dip in wherever feels right but try to maintain the balance between personal and professional posts across the year.
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And if you want help turning any of these into actual posts, that’s exactly what me and my team do at Social with Ryan.
I manage LinkedIn for B2B businesses and professionals who want to show up consistently without it taking over their week. Get in touch and let’s talk.
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