LinkedIn has become a wasteland of humble brags, inspirational quotes over sunset photos, and posts that start with "Agree?" Here's how to create content that actually adds value without making you sound like a motivational poster.
Why Most LinkedIn Content Sucks
LinkedIn's algorithm rewards engagement, so people optimize for likes and comments instead of value. This creates a race to the bottom where the most vapid content wins.
The result? A feed full of:
- "Vulnerability" posts that are really just humble brags
- Fake stories about encounters with homeless people or taxi drivers
- Corporate buzzword salad that says nothing in 500 words
- Reposted motivational quotes with stock photos
- Engagement bait designed to trigger arguments
The Anti-LinkedIn Content Strategy
Instead of optimizing for vanity metrics, optimize for the right kind of attention. Here's how:
1. Share What You Actually Learned
Not lessons from "my 7-year-old daughter" or fake taxi driver wisdom. Share real insights from your work:
✅ Good Example
"We A/B tested 47 onboarding flows. The winner reduced time-to-value by 40%. Here's what worked: [specific tactical advice]"
This works because it's:
- Specific: 47 flows, 40% improvement
- Actionable: Others can apply the lesson
- Credible: Based on real experience
2. Call Out Industry BS
People are tired of corporate speak. They'll engage with honest takes about what's broken in your industry:
✅ Good Example
"SaaS pricing pages are intentionally confusing. Here's why 'Contact Sales' pricing is designed to waste your time, and how we're doing it differently."
3. Show Your Work
Instead of just announcing results, show the process. People love behind-the-scenes content:
- Screenshots of your actual tools and dashboards
- Before/after examples of campaigns or features
- Decision frameworks you actually use
- Mistakes you made and what you learned
The 3-Part Content Formula
Every good LinkedIn post follows this structure:
1. Hook (First Line)
Your first line determines whether people click "see more." Make it specific and surprising:
- Bad: "Marketing is changing..."
- Good: "We spent $50K on a rebrand that decreased conversions by 23%."
2. Value (Middle)
Deliver on the promise of your hook. Give people something they can use:
- A framework they can copy
- A mistake they can avoid
- A tool they can try
- A perspective they haven't considered
3. Call to Action (End)
Not "What do you think?" or "Agree?" Ask something specific:
- "What's the worst rebrand you've seen?"
- "Have you tried this approach?"
- "What would you test first?"
Content Types That Actually Work
The Contrarian Take
Challenge conventional wisdom in your industry with data or experience to back it up.
The Process Post
Share your actual process for something others struggle with. Include screenshots and specific tools.
The Failure Analysis
Break down what went wrong and what you learned. People engage more with failures than successes.
The Tool Review
Honest reviews of tools you actually use. Include pricing, pros, cons, and specific use cases.
The Industry Rant
Call out something broken in your industry. Be specific about the problem and ideally offer a solution.
What to Avoid
Don't post content that:
- Could apply to any industry (generic advice is ignored)
- Starts with "Unpopular opinion" (if it's actually unpopular, it doesn't need a disclaimer)
- Includes fake stories (people can tell, and it kills your credibility)
- Ends with "Thoughts?" (lazy engagement bait)
- Uses corporate buzzwords unironically
The Authenticity Test
Before posting, ask yourself:
- Would I say this in a coffee shop conversation?
- Is this based on real experience?
- Does this help my audience make better decisions?
- Would I be comfortable if my team saw this?
If you can't answer "yes" to all four, don't post it.
💡 The Golden Rule
Create content you'd want to see in your own feed. If you wouldn't engage with it, neither will anyone else.
Posting Frequency and Timing
Quality beats quantity. Better to post one great piece per week than daily mediocre content. The best times are typically:
- Tuesday-Thursday: 7-9 AM or 12-2 PM
- Avoid: Monday mornings and Friday afternoons
- Test your audience: Your specific audience might be different
The Bottom Line
Good LinkedIn content is just good conversation. Be helpful, be honest, and be yourself. Your audience can tell the difference between authentic insights and corporate theater.
Focus on adding value instead of collecting vanity metrics. The right people will notice, and that's all that matters.
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