My LinkedIn content strategy
How I’m approaching LinkedIn in 2025 (and what’s working)
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I spend a lot of time on LinkedIn these days.
Yes, I know it makes many people feel bad about themselves.
On LinkedIn, it looks like almost everyone is winning, all the time.
But that’s a topic for another post. (Or therapy session.)
The reality is that LinkedIn is (still) one of the best B2B channels.
And no, that’s not just if you’re selling to marketers and salespeople.
Historically, I had a somewhat love/hate relationship with the platform.
Lately, I’ve been enjoying it more, and it started giving back (again).
So, I wanted to share my current LinkedIn content strategy.
I won't hold anything back.
That’s exactly how I approach the platform.
Content Strategy Pillars
The first step in forming your strategy on LinkedIn (and everywhere else, really) is to define your pillars.
Think of pillars as big buckets or themes.
Each content piece you produce should fall under each of these pillars.
It’s okay if a piece of content falls under more than one pillar.
It’s even fine if a post doesn’t fit neatly into any pillar.
My main pillars are:
Additionally, I have certain pillars that are secondary in terms of their importance.
Let me explain what each of these is all about and how they contribute to the bigger picture.
Breakdown
Let’s start with the main pillars.
Growth Experiments
This serves Restartt, my new company.
Growth experiments are integral to how Restartt helps companies with their GTM.
We want to associate ourselves with a partner who’s not afraid to get fired (by playing it safe and mindlessly following the status quo) and always experimenting with the latest tactics and methodologies.
We also discuss experiments other companies (many of which we’re connected with) are running and their results.
Here’s an example:
These pieces usually work well because people:
Want to feel smarter and learn new things
Want an under-the-hood view on strategies and tactics
The main structure of these posts is:
We/They did x and here’s what happened.Restartt Client Results
This, once again, serves Restartt.
It’s pretty self-explanatory.
It’s a new addition to my main strategy pillars, and a critical one.
In fact, if we nail this one—meaning, if we manage to make our clients successful—, we’ll build a successful business.
It’s a work in progress, as we’re working on the first couple of case studies.
Trends, Opinions, or Breakdowns
This serves both my personal brand and Restartt.
This pillar is quite versatile.
What I mean is that a trend, an opinion, and a breakdown are fundamentally different things.
I have them as one pillar because I don’t think they can stand alone.
Here’s what I mean:
Not every post I share can be my opinion on something;
Similarly, not every post can discuss trends;
And, certainly not breaking down things.
Let’s take a look at the next one.
Enemies
This one is tightly connected to my unique point of view (POV).
First, let me start by saying that you need to have enemies.
Otherwise, you’re just agreeing with what everyone else is saying.
Which—and you don’t need me to tell you this—won’t get you far in the LinkedIn land.
To identify your enemies, you can ask questions such as:
What are some common industry beliefs that you passionately disagree with?
What’s the most misunderstood thing about your industry?
What are the “enemies” in your industry?
Have you recently read or heard anything you disagree with?
What are the unanswered questions or unresolved debates within your industry?
What should your customers START doing today that they aren’t currently doing?
What should your customers STOP doing today that is probably killing them right now?
If you could delete one buzzword from your industry, what would it be—and why?
Is there a “sacred cow” in your industry you think needs rethinking or retiring?
Author’s Note: These questions are taken from our pool of interview questions, which are used as part of our Founder-Led Content service.
Here’s an example:
In this post, I’m ‘attacking’ the old way of doing LinkedIn and explaining what the new way looks like.
And go on to explain what the new way looks like.
Obviously, all my enemies are tied to the services we offer.
(Unless I go on a rant about something, which doesn’t happen often.)
I want to be clear about something:
The point here isn’t to make enemies.
The point is to use these enemies as a vehicle for communicating what you stand for.
These pieces of content:
Usually get strong engagement (e.g., comments)
Might even get you into trouble sometimes
Can earn you both fans and haters
As one of the greatest B2B marketers ever, Udi Ledergor, said in his book, Courageous Marketing:
“If you don’t know what you stand for, someone else will decide it for you, and you might not like it.”
That’s the risk of staying silent: losing control of your narrative.
Work-in-public
I know that for many people, that’s a tough pill to swallow.
Working and sharing in public isn’t for everyone.
But, over the years, I’ve found a way to do it that works well and serves my business objectives.
These posts perform so well because EVERYONE wants to know what happens behind closed doors.
And what you’re doing when working in public is basically opening the door for them.
Here’s an example:
This was a conversation with a good friend of mine.
One of the things he said was enough for me to create a (somewhat successful) post.
The thing is, I look for such opportunities all the time.
I try to use it in a way that does not harm anyone’s reputation and puts my personal brand or company at the center of the story.
There’s an art to successfully writing these kinds of posts, but if you get it right, this pillar can pay dividends.
AI
AI is becoming critical to everyone’s business (and LinkedIn feed).
Here’s an example of an AI post:
I usually combine that pillar with one or two more (e.g., Trends, Opinions, or Breakdowns).
You need a balance, of course, but AI is here to stay for most digital workers and people making a living online.
Thus, talking about these things online is good if you're actually using them to build things. (read: stay away from fake-it-till-you-make-it posts)
This serves both my personal brand and my new agency.
As I shared above, I have certain pillars that are secondary in terms of their importance.
The GTM Engineering Podcast · 1x per week
Monthly Update · 1x per month
Announcements · 1x per month (max)
Speaking Engagements · 2x per month
The first one is based on the podcast we’re starting for Restartt.
I plan to post these over the weekend, when people are (or may be) in the mood for content consumption.
Announcements, like the one below, help keep the momentum going
The monthly update is a work-in-public sub-pillar I want to start using to connect with my audience and generate momentum for Restartt.
I post about speaking engagements as they arise.
But I try not to overdo it; for example, I’ll try not to post more than a couple of times about an event I’m speaking at, no matter how important the event might be.
Objective and measurement
Every strategy should have an objective.
Mine is tied to my mission:
“I help companies and individuals grow through my products, services, and content.”
I track high-level metrics such as impressions and engagements.
It’s good to see that the more you give to LinkedIn, the more you get back.
Beyond that, the business impact is also shown through specific metrics, such as LinkedIn messages or other platform-specific signals.
We track all these things in Restartt’s Growth Model, and most of these metrics fall under our Acquisition Growth Loop.
Final thoughts
Ultimately, LinkedIn is just a touchpoint, and a pretty important one.
That’s how I see it.
Because if you see LinkedIn as a single-point journey for getting new customers, I’d advise against it.
Build your presence there, but also build your presence elsewhere.
You don’t want to be everywhere.
Just where it matters most.