How to Write LinkedIn Publishing Posts That Supercharge Your Pipeline

Jamie Shanks
Jamie Shanks

Sales and marketing teams are well aware of the power of LinkedIn for engaging customers and building lasting relationships, but not many businesses are using the network to its full capacity. LinkedIn has its own publishing tool that allows users to create engaging posts that attract likes, comments and shares and can ultimately create sales opportunities.

Here’s what I mean:

Check out some tips for making sure that your content is up to speed and effectively engaging readers on LinkedIn:

Be True to Your Brand

When creating LinkedIn posts, make sure that you are doing the double job of giving your customers valuable content that will help them as well as strengthening your brand. This means keeping your voice authentic, proving yourself to be an expert in your industry and keeping your tone consistent with your company identity. Jennifer Berson, a LinkedIn influencer, did a great job of staying true to her own personal voice in this post, I’m A Mom (Sorry I’m Not Sorry).

A key to choosing click-worthy topics is identifying content that is of interest to your potential clients. Check out other content on LinkedIn that is getting a lot of hits in your industry. This will help you gain an understanding of what kinds of information your audience is engaging with. Check out daily LinkedIn posts to find out what the daily trending keywords are, then try to use those to come up with new topics.

Emotional Appeal

Personalized marketing is the most effective way to have an impact. When crafting a LinkedIn post, think about what your customers care about and how your product can offer a solution that will really help them. Genuinely caring about your customers and believing that you are bringing an excellent solution to their lives will help you develop strong relationships with them. Earn their trust by offering content that will improve their lives in some way. This post by Angie Hicks helps readers learn about how to be a leader even if they don’t hold a leadership role.

Be Succinct

We live in an age where information is devoured constantly across many devices. You’ll increase your chances of customers actually reading and engaging with your posts if you keep them brief and to the point. Highlight the value of your product by offering easy-to-read, relevant content that your customers can easily access. A great way to keep your post short is to write a list, such as this post on “3 Powerful Ways to Do a Better Job in 2013.”


Make a Memorable Headline

Headlines will help draw your attention back to the main topic while you’re writing the post. Stay away from jokes and puns and opt for a clear, straightforward headline that tells the reader exactly what the post will reveal and why they should be interested in reading it. This article is a great example of a powerful and engaging title: Software is Eating the Digital Advertising Business.


A call-to-action ensures that there is a path for users to follow after reading the LInkedIn post. This can be anything from directing users to a website, encouraging them to complete a task, purchasing a product or whatever the post is aiming to accomplish.


One of the best ways to increase visibility of your post is to promote it. You can do this by participating in LinkedIn’s paid promotion, which increases the reach of your audience, and also by sharing it with people in your network and posting it to other social media platforms as well, such as your Facebook, Twitter and Google+ accounts.

Post as many status updates as your content supports and remember to study the engagement levels on your LinkedIn analytics page. This will help give you a better idea of which posts are most successful, and you can refine your content based on this information.

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