Tips For Distributing Content On LinkedIn

Your LinkedIn post doesn’t start when you hit publish. It starts 30 minutes before. Most people post and pray. (And hey—prayer is great. Just maybe not about LinkedIn 😅) Here’s the engagement strategy I teach clients who want visibility, leads, and real traction: 1️⃣ The 30-Minute Pre-Engagement Rule (a.k.a. Content Seeding) Don’t just drop your post cold. Warm up the feed. Before you publish, comment on 5–10 posts from people you want your content to reach. When you engage with them, you trigger LinkedIn to surface your upcoming post in their feed once it goes live. 📌 Pro Tip: Prioritize → Your ideal audience → Past engagers → Active accounts with good reach (they help amplify you if they engage) This is how you train the algorithm to pay attention. 2️⃣ The 15-Minute Post-Boost Once you publish, your post enters a test phase. It’s tracking: → How fast you get engagement → Whether people stick around (dwell time) → If the comments spark back-and-forth conversation So when the comments start coming in, don’t ghost. Reply quickly. Ask questions. Keep the thread alive. Every interaction signals to LinkedIn: “This post has value.” 3️⃣ The First 3-Hour Window Is Critical Your post gets a short trial run. If it performs, it gets pushed to a wider audience. If not, it gets buried. Remember: LinkedIn is in the business of keeping people on the platform. It rewards content that does the same. Your job in this window:  → Keep the engagement active  → Drop a thoughtful comment on your own post to extend the conversation.  → Send it to a few trusted peers and say, “Would love your POV on this.” (Don't spam though. Make it relevant.) Bonus: Save outbound DMs for people who actually care about the topic.  You’ll get better feedback and avoid annoying your network. Most people treat LinkedIn like a billboard. Top performers treat it like a system. Which of these tactics do you already use? Which one will you try next? 👇

LinkedIn content directly landed me 47 sales meetings in 2024, including VP's at brands like ŌURA, Policygenius, Hubspot and Fidelity. If advising a new founder, I'd give these 7 tips: 1) Pick a persona that you're posting for. This depends on what you're trying to do (raise money, drive sales, meet founders, etc). But really detail them out. For me, that was the VP of Content at a brand, who worked for a decade in journalism and was now running a media team. Think about what problems that person has, what their day is like, what is interesting to them. Write about this. 2) Commit to posting 3 times a week. It feels gross at first, but the reality is the only way you get better at something is by putting in the reps. 3x/week means 3x faster learning than 1x/week. You will be awful at it first, which is OK, because very few people will be reading it until you get better. Don't just post blindly, be analytical about what types of posts are working and what's not. Speaking of "what's working..." 3) Define Success. It's way too easy to get distracted by vanity metrics like followers or impressions. Unless your goal is "get followers," (which is a terrible goal for founders), remember that it's better to get in front of 10 perfect fit potential customers then 20,000 random people. Inevitably, along your journey, you will have one post do really well that is outside of your core focus, and that will make you want to do 10 more of those. Don't fall into this trap. Remember your goals. 4) Do not outsource this. It's really tempting to go and spend $3k-$5k/mo and just have someone do this for you. They have a great pitch, and are probably a great writer. But if you are a founder, it needs to be you. Your views, your voice, your knowing the customer. You will become a better writer. And tbh, if you do this, it will help make you a better product manager, expert in the industry, etc. 5) Keep a notepad for interesting ideas as they pop up in conversations throughout your day. It's very difficult to sit down at a blank screen and say "what should I post about?" But you do have unique viewpoints - they just come out in everyday conversation. So get in the habit of realizing "oh, that was interesting," and jotting it down for later. 6) Send out 25 connection requests to ICP's each week. Half will accept, and they will start seeing your content. This is now free advertising. Do not immediately reach out to them. Just let them see that you know what you're talking about. 7) After a month, you will start to have potential customers liking your posts. Message them. Find reasons to engage with them. Ask for a call. It's way easier to land a call when someone has been reading your thoughts (posts) for the past month, versus when you are just cold reaching out. If this is your first time in sales, don't get discouraged when still only 1 in 5 people respond. This is the game, and 20% is a hell of a lot better than any other outreach strategy.

In 2 years, I've helped B2B leaders generate $130k contracts, features on Bloomberg, CNBC, WSJ, and Cheddar TV, inbound interest from Apple and PwC, and 5-figure days from info products — ALL through LinkedIn content. Here's my 7-step playbook for building a LinkedIn content engine that actually converts: Step 1) Focus on substance over style - Way too many LinkedIn creators obsess over formatting and engagement metrics - Instead, we obsess over creating content that speaks directly to decision-makers - Every post starts with a clear, compelling idea that solves a real problem/tells a genuinely insightful story Step 2) Write how you actually speak - Skip the buzzwords, flowery language, and corporate jargon - Express technical concepts conversationally and confidently - Read your writing out loud; if it sounds unnatural, rewrite it Step 3) Use ALL your company knowledge There is $1,000,000+ worth of content sitting in your internal docs/podcast features/company drive/people’s heads: - Start with transcripts, blogs, podcasts, and other existing materials, then move to direct interviews - This preserves an authentic voice and provides pre-approved language for a dedicated writer (which you should have) - It's easier (and more effective) to edit and restructure than create from scratch Step 4) Format for mobile readability - Break up text every 2-4 lines for easy mobile consumption - Use arrows, lists, and dashes to maintain flow between line breaks - Keep paragraphs short and punchy, but don't sacrifice substance Step 5) Target a defined audience that can write checks - Identify the specific decision-makers who need your solution - Understand their urgent problems and articulate them clearly - Focus on converting qualified leads, not maximizing likes and comments Step 6) Vary content formats strategically - Written posts for thought leadership and quick insights - Infographics for compelling visual concepts that demand attention - Carousels for deeper dives that create stronger psychological connection (these convert like crazy) - Video for maximum authenticity and relationship-building Step 7) Prioritize conversions over vanity metrics - Success isn't measured in likes or comments - Success is measured in contracts, opportunities, and brand awareness among decision-makers - Always include a clear next step for interested prospects The foundation of all of this? Expressing clear confidence and competence in your field. When done right, LinkedIn becomes less about "building awareness" and more about creating a direct pipeline to the exact people who need what you offer. TL;DR: Step 1) Focus on substance over style Step 2) Write how you actually speak Step 3) Use ALL your company knowledge Step 4) Target a defined audience that can write checks Step 5) Target a defined audience that can write checks Step 6) Vary content formats strategically Step 7) Prioritize conversions over vanity metrics Ask any questions in the comments!