So, we stare at a blank screen. Or we delegate it. Or we scramble to type up something from a meeting. Or we reshare a post from a friend or an article we skimmed. Maybe we turn to ChatGPT or Claude, type "give me a LinkedIn post for X," and hope for the best.
A post that checks the box but doesn’t connect.
A post with little to no engagement.
A post ignored by our audience.
While showing up on LinkedIn is the minimum, you should strive to show up with intention when you do.
The best content is not just informative or interesting, it makes people feel something. It stands out from generic updates and marketing jargon because it builds a connection.
The keys to connection?
These elements inspire, relate, and build trust. If your content isn’t landing as well as you’d like, consider asking yourself: Would I stop and read this?
Things change when we stop worrying about posting and focus on what resonates.
Before you write your next LinkedIn post, step back and ask: What do I expect to happen?
Many believe posting will flood their inboxes with meeting requests, their phones will start ringing, or their calendars will fill up overnight. For most, that’s just not realistic.
It’s easy to compare yourself to viral posts or LinkedIn success stories. But every audience engages differently.
Even if your ideal audiences aren’t publicly commenting or messaging, they do pay attention.
Many who are creating good content hear this regularly:
"I’ve been following your posts for a while, and the other day, X made me finally reach out."
This doesn’t appear in traditional metrics, but isn’t that the real goal?
To be the first name that comes to mind when someone needs what you offer.
Your presence isn’t intrusive. You’re staying visible and reinforcing credibility. Sometimes, someone they respect engages with your post, which leads to action.
Your LinkedIn content should fit into your broader go-to-market strategy. A single perfect post won’t close a deal, but over time, your posts:
Build familiarity – When someone needs your service, they already know who you are.
Create trust – People see you as a credible resource by consistently sharing insights.
Strengthen your other efforts – Outreach, networking, and even paid campaigns work better when people recognize your name.
When your content aligns with these goals, you stop just showing up—you show up with intention. That’s when LinkedIn starts working for you.
A well-written post can still fall flat. Why? Because it lacks connection.
We have identified the following keys as the best way to make people stop, think, or feel.
If your content isn’t getting the reaction you want, it’s not necessarily a problem with your writing, image selection, or video. It might need a different approach to land better.
If your content isn’t connecting, it’s usually missing all of these. Pause on posting and refine your post. Because if it doesn’t connect, it’s just more noise in the feed.
Want a quick check? Drop your draft or image into an AI tool and ask:
"Which of these keys (Reflection, Motivation, Teaching, Emotion, Storytelling) am I hitting on?"
It’s an easy way to see if your content has those keys. If it doesn’t, chat: “refine the draft to ensure I hit on the most appropriate of these keys without losing my tone or style.”
There are many ways to share content on LinkedIn and no one way is best. People love instructional posts, comparisons, client testimonials. If you are unsure of how to position your message tell a story. This is the easiest way to improve post performance instantly.
Stories create emotion, build curiosity, and make your insights stick.
"Here’s a link to our blog: Five cybersecurity tips for your business. We’d love to schedule a call to chat about it."
"Imagine walking up to your business, and the door won’t open. Someone changed the locks. This has happened to companies unprepared for cyberattacks—they lose access to their own systems overnight..."
Both share the same message, but only one makes you feel something.
And the story doesn’t have to be about your product or service. It could be:
The best stories teach, motivate, and spark reflection all at once.
So if you’re stuck on what to post, start with a story. If you don’t know how to write a story than use generative AI to help you.
"This is the topic or draft of my post. Help me workshop this to turn it into a compelling story or narrative for my audience. Do not lose my tone, style, or message."
Be intentional with your LinkedIn presence instead of posting reactively or out of obligation.
When AI first emerged, content creation was one of its most prominent use cases, and I still see it as the one most people get wrong.
If you’ve tried AI to write a LinkedIn post, you probably typed in a quick prompt, got a draft, and hit publish.
But did it sound like you?
The goal isn’t to let it take over but to improve, speed up, and make your content more engaging without sacrificing your tone, style, or message.
You can even train AI to learn your style with features like Custom GPTs and Claude Projects or tools like Jasper or Writer that are built to help you write better. Instead of starting from scratch, AI can get you 80-90% of the way there, allowing you to fine-tune and add your personal touch.
Use it to support your insights, not replace them. AI can assist, but your experience, personality, and perspective make your content unique.
Anyone can post on LinkedIn. Few do it with purpose.
The people who get actual results aren’t just checking a box. They share ideas that make others think. They create content that makes people feel something. They show up in a way that makes them impossible to ignore.
If you want LinkedIn to work for you, stop posting just to post and start communicating in a way that builds trust and makes an impact.
Next time, don’t ask, “What should I post?”
Ask, “How do I want to show up?”
That’s how you win on LinkedIn and in all of your communication.