The LinkedIn Content Guide
Build authority with posts your clients actually engage with.
Updated September 19, 2026
The first line is the post
LinkedIn truncates everything after two lines — that first line is your headline. Open with a result, a contrarian observation, or the middle of the story (“We fired our top-performing ad. Here’s why.”). Write five candidate openers, keep the sharpest, and cut everything that delays it.
Formats that work for business accounts
- Lessons/insight posts — one specific takeaway from real work
- Mini case studies — problem, approach, result, in six short lines
- Opinion posts — a respectful contrarian take on a common practice
- How-to lists — practical steps others can apply today
Write like a person, not a brand
First-person posts outperform corporate voice on LinkedIn — even from company pages. Short lines, plain words, one idea per post. If your brand voice is formal, adapt the register: authoritative but human. The Brand Voice Engine handles exactly this adaptation.
Cadence and the comment multiplier
Two to three posts per week is enough to stay visible. The multiplier is engagement: reply to every comment within a few hours (it doubles the post’s distribution), and spend ten minutes a day commenting thoughtfully on prospects’ and clients’ posts. Your comments are free mini-posts.
Frequently Asked Questions
What’s the best time to post on LinkedIn?
Weekday mornings do well for B2B, but your audience’s pattern matters more — AI-suggested optimal times in the Planner are calibrated per content type.
Should I post the same content as on Instagram?
Repurpose the idea, not the post — LinkedIn wants professional framing. The Content Alchemist rewrites each piece natively per platform.
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