LinkedIn is the largest professional networking platform—over 770 million users. Also, about 71.8% of LinkedIn users are in their economic active age—5 to 55 years.

These LinkedIn statistics offer two significant opportunities:

• Network with other professionals and executive-level managers.
• Establish yourself as a thought leader.

However, growing your influence on LinkedIn requires consistent effort—publishing new posts regularly and interacting with readers in the comment section.

This article provides an in-depth guide on how to write a LinkedIn post that positions you and your brand as an authority in your niche.

TL;DR—How to Write a LinkedIn Post

Can’t read the full article right away?

Here’s a quick rundown of the do’s and don’ts when creating a LinkedIn post:

Dos	Don’ts
Define the purpose of the post.	Do not bait readers with irrelevant images.
Know your audience.	Avoid using unrelated hashtags.
Create a compelling post.	Do not publish the posts without proofreading them.
Format your post to enhance readability.
Include visuals to keep readers engaged.

Need a LinkedIn makeover or expert help creating posts that align with your brand tone and keep your followers engaged?

At Crackerjack Marketing, we have over 14 years of experience helping clients—brands, corporate teams, and executive-level professionals—grow their LinkedIn following organically through well-crafted, optimized posts.

Book a free call and learn how our team can help you revamp your LinkedIn profile.

What’s the Difference—LinkedIn Article vs. Post? 

People often use the terms LinkedIn articles and posts interchangeably. While both options use similar content formats to share insights, they have different structures and purposes.

Let’s discuss them in detail below.

• LinkedIn Articles: They comprise long-form blogs for sharing professional insights or industry commentary. They use a formal tone and often include research-backed information to showcase expertise and thought leadership.
• LinkedIn Posts: A post is any content you publish through your LinkedIn feed—text-only post, photo, or video. LinkedIn posts are suitable for quick updates and often use causal or conversational tones to stimulate engagement.

How They Compare…

Below are the main differences between LinkedIn posts and articles:

• Length: Most posts are less than 3,000 characters, while articles can go up to 125,000.
• Purpose: Posts are suitable for real-time updates, while articles are great for building authority in your niche.
• Search Engine Optimization: LinkedIn posts have limited visibility on search engines compared to articles.

Types of LinkedIn Posts

The best way to grow your LinkedIn following is to publish engaging posts regularly. However, many LinkedIn users focus solely on one preferred post type, missing out on other formats.

Below are nine content types you can share on your LinkedIn profile:

1. Text-Only Posts: As the name suggests, this type of post uses text to share content with your LinkedIn audience. Some people include visuals to grab readers’ attention, but a well-crafted text-only post is equally effective even without a featured image.
2. Single-Image Posts: The post can be a photo or infographic with optional text. However, you could omit the text to stimulate your LinkedIn audience to start a discussion thread in the comment section.
3. Multi-Image Posts: These include a collage of photos that your LinkedIn followers can browse through. A good multi-image post should tell a story as readers browse from start to end.
4. Native Videos: LinkedIn videos are the most preferred content format on the platform, with an estimated 5X higher engagement rate. Include video captions and transcripts to make the content accessible to people with sensory impairments.
5. Articles: These include editorial-type blogs that your LinkedIn audience can read and share with their followers. LinkedIn articles are suitable for corporate teams, executive-level professionals, and founders looking to establish themselves as thought leaders.
6. Newsletters: A LinkedIn Newsletter is another way to establish your brand as a thought leader in its niche. The newsletter could be a compilation of articles, including submissions by company members on LinkedIn.
7. Documents: You can share LinkedIn documents of up to 100 MB or 300 pages that followers can view directly on the platform or download.
8. Celebrate an Occasion: You can announce your achievements or milestones on LinkedIn and tag members who contributed to the project.
9. Polls: Use LinkedIn polls to conduct surveys and gather audience insight. You can set up questions with up to four choices to gather diverse feedback.

How to Write a Good LinkedIn Post

“I publish LinkedIn posts regularly, but I barely get engagements. What am I doing wrong?”

Your LinkedIn posts are probably missing a few elements if you share similar concerns. But don’t worry.

In this section, we’ll provide an in-depth guide for creating engaging content for LinkedIn:

1. Define the Purpose

Establish what you want to achieve with the LinkedIn post.

Is it to update your followers on an ongoing project? Or are you celebrating a milestone?

Having a clear purpose provides direction for how to craft the LinkedIn post.

2. Know Your Audience

Understand your target audience, including their demographics and career goals. This will help you tailor the LinkedIn posts to align with their interests, maximizing engagement.

You could also leverage LinkedIn polls to gather insight into your followers’ interests.

3. Draft a Compelling Copy

Content is one of the most significant aspects of creating a LinkedIn post. 

Below are some best practices to consider when crafting your LinkedIn post:

• Provide value to readers by sharing actionable insights or thought-provoking commentaries.
• Incorporate personal anecdotes to make the LinkedIn post relatable.
• End with a call-to-action statement to encourage readers to take the next step—visiting your website, subscribing to your newsletter, or following your LinkedIn profile.

4. Format Your Post for Readability

Organize the content into short ‘digestible’ paragraphs to help keep readers engaged. Paragraphs should not exceed three to five sentences and should be easy to skim through.

Also, you can use heading levels to structure the content based on information hierarchies.

5. Incorporate Visuals

Rich media—photos and videos—help grab readers’ attention, keeping them engaged with your post.

You could also leverage infographics to provide additional context for the post or highlight crucial information, like statistics or actionable insights.

Tip: The visuals you add to your LinkedIn post should be relevant to the content. Baiting readers with misleading images could dilute the post’s impact or hurt your brand’s reputation.

6. Optimize for Search Engines

Leverage various SEO best practices to help your posts rank on search engines and be easily discoverable on the LinkedIn ecosystem:

• Use LinkedIn hashtags to promote your posts to a broader audience, but do not include unrelated ones.
• Incorporate relevant keywords in the headline and content to increase reach and visibility.
• Optimize your LinkedIn profile—completing the setup, verifying your identity, and highlighting your educational and professional achievements.

7. Proofread

Never publish a LinkedIn post without proofreading it. This helps ensure the post aligns with the intended purpose and matches your audience’s interest.

Also, check for grammatical issues—spelling mistakes and missing punctuation—to convey professionalism.

8. Publish the Post

You can publish the LinkedIn post immediately or schedule it for later. Remember, timing is essential when publishing LinkedIn posts for maximum engagement.

For example, posting corporate-level content on a Sunday night will likely not generate the anticipated engagement compared to publishing it on a workday.

Are you overwhelmed with work and cannot spare enough time to craft and edit an engaging LinkedIn post? 

We recommend outsourcing the task rather than publishing half-baked posts that could hurt your brand.

Let us do the heavy lifting (manage your LinkedIn profile) so you can focus on more essential tasks. Schedule a free consultation today!

How to Write Specific LinkedIn Posts for Different Purposes

In the previous section, we outlined how to craft an engaging LinkedIn post. But, you need to tailor the posts to the specific purpose to achieve the desired impact.

Below, we discuss how to create goal-specific LinkedIn posts:

How to Write a New Job Post on LinkedIn

Did you just land your dream job and want to announce it on your LinkedIn profile? 

Here’s how to do it:

1. Start the post with an attention grabber: “Thrilled to share some exciting news!”
2. State your new role and clarify whether it is from a promotion at your current company or a new job.
3. Reflect on your career journey, highlighting memorable moments and thanking those who supported you.
4. Include a call-to-action requesting LinkedIn members in similar positions to network with you or share tips to help you settle into your new role.
5. Use relevant hashtags like #NewJob or #ExcitedToJoin to boost your post’s reach.

How to Write a LinkedIn Post About an Event

Are you organizing a corporate event and want to attract more attendees? 

Below is a simple guide for promoting the event using a LinkedIn post:

1. Craft a headline that arouses readers’ curiosity or creates a sense of excitement.
2. Provide concise event details—purpose, location, date, and venue.
3. Outline the event’s value proposition for the guests. You could also tag the guest speakers.
4. Incorporate visuals—promo video or event poster—to stimulate engagement.
5. Include event-specific and industry-related hashtags—#Networking and #IndustryTrends—to boost visibility.
6. Conclude with a clear CTA encouraging members to make reservations.

How to Write a LinkedIn Post About an Accomplishment

Employer branding on LinkedIn is an effective way to attract top talents to your company. A practical strategy is to share your achievements on LinkedIn.

Here’s a step-by-step guide for posting your accomplishments on LinkedIn:

1. Highlight the achievement, including why it is worth sharing.
2. Reflect on the journey, including the hurdles and teachable moments.
3. Acknowledge the team you worked with to reach the milestone.
4. Outline the project’s impact on stakeholders.
5. Include visuals, such as a certificate of recognition.
6. Add relevant hashtags like ‘#AchievementUnlocked’ to enhance the post’s reach.
7. Craft a CTA statement encouraging your followers or peers to reach out for networking opportunities.

How to Write a Thought Leadership Post  

Want to position yourself as an industry expert on LinkedIn? Here’s a simple guide for crafting thought leadership content:

1. Choose a relevant topic for your niche, such as industry trends, challenges, or innovations.
2. Conduct research to identify unique angles for differentiating your content from your competitors.
3. Craft an engaging headline that offers solutions to industry challenges or shares actionable insights. Example: The Future of B2B Content Marketing: 5 Trends that Define this Decade.
4. Start with a hook, which could be a compelling fact, question, or anecdote.
5. Offer original insights backed by data or research.
6. Share actionable takeaways that readers can implement after reading your post.
7. Close with a strong CTA encouraging your target audience to reach out for collaboration or networking.

Creative LinkedIn Posts Examples

Below are examples of well-crafted LinkedIn posts to inspire you:

Example #1: Sprout Social’s LinkedIn Post for an Event

This post by Sprout Social incorporates the core elements of a LinkedIn post meant for promoting an event:

• Outlines the proposed value for attendees.
• Provides essential information about the event—date and time.
• Lists the scheduled guest speakers to arouse the target audience’s interest.
• Includes a CTA statement directing readers to register for the event.

Example #2: KIA’s LinkedIn Post Announcing an Achievement

Rather than just announcing its achievement, KIA also exploited the opportunity to market its electric vehicle (EV). This post by KIA focuses on the EV’s specs, with the award logo embedded in its photos as a stamp of approval.

Example #3: Connecteam’s LinkedIn Post to Stimulate Engagement

It is not practical to post industry insights every few days, as your target audience may feel overwhelmed. Instead, you could post humourous posts once in a while to elicit reactions from your LinkedIn followers. However, ensure the content aligns with your brand communication strategy.

In the example below, Connecteam, a communication and collaboration SaaS agency, posts a meme to stimulate engagement while still encouraging companies to shift to modern systems.

Frequently Asked Questions (FAQs)

This section addresses the most commonly asked questions about creating engaging LinkedIn posts.

What Are Some LinkedIn-Specific Writing Tools?

Here are some tools for creating LinkedIn posts:

• LinkedIn AI Assistant: The LinkedIn AI Assistant helps users create new posts quickly. You only need to provide an idea, and the tool generates a draft.
• Resume Worded: Use Resume Worded to generate optimized headlines and discover high-performing keywords to include in your posts.
• Shield App: Integrate the Shield App into your LinkedIn account to track your posts’ performance metrics—reach, impression, and comments.
• Teal HQ: Use Teal HQ to optimize your LinkedIn profile, including tailoring content to match your readers’ interests.

What Type of Content Should I Be Posting on LinkedIn?

There are no restrictions on the type of content you should post on LinkedIn as long as it is aligned with your digital media goals. 

Below are a few examples of LinkedIn content for inspiration:

• Publish a poll to analyze customer sentiments.
• Announce product launches.
• Promote upcoming events—workshops, webinars, and conferences.
• Celebrate your milestones and achievements.
• Share infographics summarizing relevant industry trends.

What Is the Best Format to Post on LinkedIn?

There is no one-size-fits-all answer when considering the best format to use for your LinkedIn posts. It depends on factors like your intended purpose and audience demographics. 

However, LinkedIn reported that video posts receive 5X higher engagement than other content types, making it the best format on merit.

Conclusion—How to Write a Post on LinkedIn

Posting content on LinkedIn is the surest way to grow your following and establish your brand on the platform. However, this is only half the job, as the posts must be informative and engaging to position you as a thought leader.

If you post content regularly, you know how hectic it can be to craft an engaging piece every few days. Sometimes, you might struggle to get new ideas for upcoming posts.

At Crackerjack Marketing, we can help you grow your LinkedIn brand organically by posting content regularly. Our experts also help you create authoritative content to establish thought leadership in your niche, further enhancing your personal brand.

Schedule a one-on-one call with us today!