Content
Content strategy for LinkedIn if you sell your expertise
By JCUpdated 7 min read
Why use LinkedIn if you sell your knowledge?
Because the people who decide to hire you are there, and because your profile works like a landing page: someone reads a post, clicks to your profile, sees what you do and writes to you.
In my experience, a personal profile gets more conversation than a company page. People reply to people. The company page can back you up, but the person who sells knowledge is the one people want to talk to.
What topics should you post about?
Pick three topics, not ten. If one day you talk about leadership, another day about productivity and another about artificial intelligence, no one knows why to hire you.
| Topic | What you post | Example for a marketing consultant | Weight |
|---|---|---|---|
| How you think about a problem | Your method, the criteria you use to decide, what you check first | “The first thing I check when someone says the CRM doesn’t work” | 40% |
| What you see in the market | Common mistakes, tool changes, rules or laws that affect your client | “Google stopped showing FAQs in search results: what changes for your site” | 30% |
| Proof | Permissioned cases, before and after, what went wrong and how it was fixed | “Many leads and almost no sales: what we found when reviewing follow‑up” (no client name or numbers if you don’t have permission) | 30% |
What I don’t recommend: motivational quotes, “I’m happy to announce” posts with no useful content, and opinions on topics that are not related to what you sell.
What formats does LinkedIn have and when to use each?
| Format | Limits (Oct 17 2026) | When to use it |
|---|---|---|
| Text post | Up to 3,000 characters | One idea, an opinion with reasoning, an answer to a client question |
| Post with link | You can add a link or an image, not both; the link creates its own preview | To point to an article on your site; add UTM parameters to measure it |
| Document | PDF, PPT, PPTX, DOC or DOCX; up to 100 MB and 300 pages. Viewers can download as PDF and you can’t edit after publishing | Step‑by‑step guides, checklists, a summary of an article in 6‑10 pages |
| Video | Up to 15 minutes and 5 GB; LinkedIn adds automatic subtitles in 10 languages | Explain something on camera or share your screen; 1‑3 minutes is usually enough |
| Article | Up to 125,000 characters | Topics that need more depth; best if you already posted it on your site and include a summary here |
| Newsletter | Any member can create one; subscribers get a notification in the app and an email for each issue | When you publish consistently and want to reach your audience’s inbox |
About documents: make sure each page is readable on a phone, with large text and one idea per page. Because you can’t edit after publishing, double‑check the data before you upload.
About newsletters: when someone follows you, LinkedIn automatically invites them to subscribe. Don’t start a newsletter until you have at least ten issues planned; a newsletter that stops after the third issue is noticeable.
How often should you post on LinkedIn?
Two or three times a week is a pace most professionals can keep without neglecting clients. The key is to be steady for months, not intense for two weeks.
What works for me:
- A 90‑minute block each week to write the week’s posts.
- A list of client questions that become topics. Every question you hear in a meeting can become a post.
- Reply to comments the same day. That’s where conversations start and turn into appointments.
Don’t use tools that automate connection requests, messages, comments or reactions with your account. LinkedIn’s terms forbid bots or unauthorized automation for adding contacts, sending messages or generating interaction. You risk the account that pays the bills.
How do I turn posts into clients?
A post doesn’t sell. It moves the person to the next step. Check these four points:
- Your headline says what you do and for whom. “I help accounting firms get midsize‑company clients” says more than “Passionate about growth.”
- Your featured section has a link to your service page, with UTM so you can see it in GA4 and your CRM.
- If you have LinkedIn Premium, use the custom profile button. LinkedIn reports how many times it was used after each post.
- Follow up without selling in the first message. If someone comments or visits your profile several times, send them something useful about what they mentioned. The proposal comes when they ask.
You can also move LinkedIn content to your website. A post that generated many questions makes a good article that people can find on Google months later; in marketing de contenidos B2B I explain which format to use.
What should I measure on LinkedIn?
LinkedIn provides analytics for each post. It notes that numbers are estimates. These are the ones I look at and how they help me decide:
| Metric | What it tells you | Useful for decision? |
|---|---|---|
| Impressions and members reached | How many people saw the post | Only as a diagnostic |
| Demographic data of viewers | Whether you reached the roles, industries and companies that hire you | Yes: if you’re not reaching your client, change the topic |
| Profile views that came from the post | If the topic sparked interest in you | Yes |
| Followers gained from the post | If people want to keep reading you | Yes |
| Link clicks in the post | If the text drives traffic to your site | Yes |
| Interactions with the custom button (Premium) | If someone took the next step | Yes |
| Conversations and appointments that originated on LinkedIn | If the channel brings clients | This is the important one; track it in your CRM |
A practical note: LinkedIn does not keep everything forever. According to its help center, member reach data is kept for 400 days, demographic breakdown for 180 days, video analytics for 365 days and article analytics for two years. Export or note your numbers once a month.
What you must not lose sight of: LinkedIn can give you many impressions and no clients. That’s why I record in the CRM how many conversations, appointments and sales came from LinkedIn. I explain it in cómo saber qué canal te trae clientes.
Common mistakes
- Writing for colleagues. If only someone in your profession understands the post, your client won’t read it.
- Only selling or only giving opinions. If every post is a pitch, people stop reading. If you never say what you do, no one hires you.
- Copying viral formats that don’t match your service. A million impressions from the wrong audience doesn’t help.
- Measuring reactions. A post with 15 reactions that leads to two appointments is more valuable than one with 500 reactions and no appointments.
- Giving up after three weeks. An audience is built over months of posts, not a strong start.
What I would do this month
- Rewrite the headline and the featured section of the profile.
- Choose three topics and write a list of 20 client questions for the first eight weeks.
- Post twice a week and record each month the profile visits, followers gained and conversations that resulted.
I also do SEO and content work so that what you post helps clients find you on Google. If you post on LinkedIn and it doesn’t turn into client conversations, agenda 30 minutos.