Learning to build a LinkedIn posting strategy

Have you been telling yourself for years that you should post more on LinkedIn?

For as long as I can remember, I have known that being visible on LinkedIn matters. I have read the advice, seen others do it well, and nodded along to every “you need to build your personal brand” article that crossed my feed. And yet, for years, I did almost nothing about it. Not because I disagreed with the idea, but because I kept overthinking it. What should I write about? How often? What if nobody cares?

And the big one: what if I come across as self-promoting in the wrong way? That is imposter syndrome talking - the quiet voice that tells you your experience is not worth sharing, that someone else has already said it better, and that putting yourself out there will only expose what you do not know. It is a convincing voice, but it is wrong.

For me, the shift happened when I started blogging consistently. Having a blog gave me something concrete to share. Instead of staring at a blank LinkedIn post wondering what to say, I suddenly had a reason to show up: I wrote something, and I wanted people to read it. That small change made all the difference. It removed the friction of “what do I post?” and replaced it with “I have something to share.”

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But as I started posting more, new questions emerged. Am I doing this the right way? Is LinkedIn just a distribution channel for my blog, or should it be the other way around? And what about the balancing act of when, how much, and what topics to cover?

This post is not a polished strategy guide. It is an honest look at where I am in the process - the things I am figuring out, the questions I am still asking, and the small wins that keep me going.

Starting from zero (again)

Starting from zero on LinkedIn is something I have done more times than I can count. “This is the year I get serious about it,” I would tell myself. The intention was always there, but the execution never followed. I would post something, feel awkward about it, and then go quiet for months. The irony is that I was putting effort into being visible on Twitter and later Bluesky - sharing updates, engaging with the tech community, trying to build a presence. But LinkedIn, where my actual professional network lives, was the platform I kept neglecting.

What changed was not a sudden burst of motivation. It was a byproduct of the blogging habit. Once I had posts going out regularly, staying silent on LinkedIn felt like a waste. I had content. I had something to say. The barrier had shifted from “what do I write?” to “how do I share what I already wrote?”

That reframing was everything. I was no longer trying to become a LinkedIn content creator from scratch. I was simply telling people about something I had already done.

Blog first or LinkedIn first?

Blog first or LinkedIn first is a question I keep circling back to. My instinct has been to write the blog post first and then create a companion LinkedIn post to share it. It feels natural - the blog is the depth, LinkedIn is the signal.

But I have started wondering whether the approach should sometimes be reversed. What if a quick LinkedIn post capturing a thought, a lesson, or a frustration is the starting point? What if the engagement and reactions on LinkedIn help me gauge whether the topic deserves a deeper blog post?

The truth is, both approaches have merit:

• Blog first, LinkedIn second works when you have a well-formed idea that needs space. The blog post becomes the anchor, and LinkedIn drives traffic to it.
• LinkedIn first, blog second works when you have a raw thought or observation that needs validation. LinkedIn becomes the testing ground, and the blog post becomes the follow-up.

I am still experimenting with both. What I have learned so far is that the order matters less than the consistency. Showing up regularly, in whatever format, is what builds momentum.

Posts, not articles

LinkedIn offers two formats for sharing content: posts and articles. Early on, I considered writing LinkedIn Articles, but it did not take long to realize that would be duplicating effort. I already have a blog for long-form content. Writing the same thing twice - or splitting depth between two platforms - does not make sense.

There is also an SEO angle to consider. Publishing the same content on your blog and as a LinkedIn Article can trigger search engines like Google to flag it as duplicate content. When that happens, Google picks one version to rank and may deprioritize the other - and that other version might be your blog. If you want your blog to be the canonical source of your content, the last thing you want is to compete with yourself on LinkedIn.

LinkedIn posts are the better companion to a blog. They are short, conversational, and designed to stop someone mid-scroll. A post can tease the key insight from a blog post, ask a question that the blog post answers, or share a single takeaway that stands on its own. The blog carries the depth. The LinkedIn post carries the signal.

One format worth mentioning separately is LinkedIn newsletters. Unlike articles, newsletters have built-in follower notifications, which means subscribers are alerted each time you publish. They serve a different purpose than posts - they are better suited for recurring, perspective-led content where you want to go deeper on a topic over time. I have not started one yet, but it is on my radar as a potential complement to the blog, not a replacement for it.

The content cascade

The way I think about it now is as a simple flow, where each step distills the content further:

The blog post is the source - the full depth, the nuance, the details. The LinkedIn post takes the core insight and frames it for a professional audience, with a link back to the blog. The Twitter or Bluesky post strips it down even further - a one-liner, a key takeaway, or just a link with a short hook.

Each platform gets the format it deserves, and the effort flows in one direction. I am not creating three separate pieces of content. I am creating one and adapting it. The blog does the heavy lifting. Everything else is distribution.

This is still my working model, and I am not sure it is the final answer. But having a mental framework - even a simple one - makes the whole process feel less overwhelming.

Filling the gaps and finding the balance

Here is the practical challenge: I aim to publish one to two blog posts a month. If I want to post on LinkedIn once a week, that leaves two to three weeks where I need something to share that is not tied to a blog post. At first, that felt like a problem. Where do I find enough content? And how do I keep the quality up without burning out?

Part of the answer is deliberate variety. Not every post needs to be about work. Balancing your content across professional insights, industry trends, and the occasional personal reflection helps people connect with you on a more human level - and it keeps your feed from feeling one-dimensional.

It turns out, the content is already there - I just had to notice it:

• Conference takeaways. Attending a session that challenged your thinking? A short post sharing one key insight or a question it raised is valuable and timely.
• Customer conversations. A question from a customer meeting that made you revisit an older blog post is a perfect reason to reshare it. “Got asked about this today - wrote about it last year and it still holds up.”
• Quick tips and observations. Something you solved at work, a useful command you keep forgetting, a pattern you noticed across deployments. These do not need to be blog posts. They are perfect as standalone LinkedIn posts.
• Reactions to industry news. A new feature announcement, a policy change, a product update. Do not just repost - take the story and add your own angle. What does this mean for your role, your customers, or your day-to-day work? Even a short post connecting a trend to something practical makes the content more valuable than a share button ever could.
• Lessons learned. A mistake you made, a misconception you held, a process you improved. These are often the most engaging posts because they are honest and relatable.

Another thing worth mentioning is reposting your own content. LinkedIn posts have a short lifespan - most engagement happens within the first day or two, and after a couple of weeks the post is essentially invisible. That means resharing an older post is not repeating yourself, it is giving it a second chance to reach people who missed it the first time. Add a fresh line of context - “This came up again in a conversation this week” or “Still relevant six months later” - and it feels intentional rather than recycled. Spacing matters, but reposting every few weeks or months is a perfectly valid way to fill gaps in your posting rhythm.

Finding the right balance between being visible and being authentic is a practice, not a formula. You adjust as you go.

The point is not to manufacture content for the sake of posting. It is to pay attention to the things you already do and think about professionally, and turn a small fraction of those into posts. Stay close to what you know. For me, that is endpoint management, PowerShell, Microsoft 365, and the experience of sharing what I learn along the way. I am not trying to become a thought leader on topics I do not live and breathe.

There is a deeper principle here that I have been thinking about lately: what you choose to post shapes what people come to you for. Every post is a signal. If your content has a clear direction, people start to understand what you want to be known for - and that influences the conversations and opportunities that come your way. It is easy to share ideas without stepping back to ask what they are building toward. I am learning to ask that question more often before I hit publish.

A few principles I keep coming back to:

• Quality over frequency. Once a week feels like the right rhythm for me right now. Enough to stay visible, not so much that I am scrambling for things to say. And honestly, it does not have to be exactly once a week. Posting two to three times every three weeks is still consistent. The goal is a sustainable pace, not a rigid schedule.
• Personal does not mean private. Sharing your learning journey and your perspective is personal branding. It is not the same as oversharing. The line is: does this help someone else, or is it just about me?
• Not everything needs to be a post. Sometimes a comment on someone else’s post, a share with a thoughtful addition, or a simple reaction is the right move. Commenting in particular is an underrated visibility strategy - a thoughtful comment on someone else’s post builds presence without requiring you to create content from scratch, and it often sparks ideas for posts of your own. Engagement is not just about publishing. That said, be selective with what you engage with. Not every post in your feed warrants a comment, and scattered engagement dilutes your positioning. Your voice stays stronger when it stays focused.

What about other platforms?

For years, Twitter was my go-to for sharing blog updates and connecting with the tech community. It worked. The conversations were real, the community was engaged, and posting a link to a new blog post actually reached people who cared.

Then Twitter broke - for various reasons I will not get into here. I moved to Bluesky, hoping the tech community would follow. Some did, but the once-thriving tech community that made Twitter valuable feels like it has scattered. The conversations are thinner, the engagement is different, and I am not sure the audience I want to reach is there yet.

That is a big part of why I started looking more seriously at LinkedIn. My professional network has always lived there. The people I work with, learn from, and want to share knowledge with are already on the platform. It made sense to meet them where they are.

I still post on Bluesky, and occasionally on Twitter, and I will probably stay on both. But LinkedIn is where I am putting my focused effort right now. The multi-platform question - how to think about where your content should live and whether cross-posting makes sense - might deserve its own post down the road.

Measuring success - or not

Measuring success on LinkedIn is where I have to be honest with myself. When you start posting, it is tempting to obsess over metrics. How many views? How many likes? Did my follower count go up?

I check the numbers. I would be lying if I said I did not. LinkedIn provides analytics, and it is natural to look. But I have come to believe that the wrong reason to post on LinkedIn is to chase numbers. Followers and impressions are vanity metrics if they are your primary motivation.

The reason I am doing this is simpler than that:

• I want people to know I actively run a blog. That is it. I am sharing work I have already done and inviting people to read it.
• I want to build a reputation over time. Not overnight fame, not viral posts, but a steady signal that says “this person knows their stuff and is willing to share it.”
• I want to prove to myself that I can be consistent. After years of false starts, actually showing up is a win in itself.

If the metrics follow, great. If they do not, the work still has value. The blog post still exists. The knowledge is still shared. The habit is still being built. And most importantly, I am learning and evolving along the way.

There is also a longer-term angle worth considering. LinkedIn is now the most cited domain across major AI platforms - tools like ChatGPT, Gemini, Microsoft Copilot, and Perplexity reference LinkedIn content when surfacing information for their users. That means the posts you share today do not just reach your immediate network. They contribute to how your expertise is discovered more broadly, including by people who never saw your original post. It is another reason why the work matters more than the metrics.

Learning along the way

Learning to build a posting strategy is not something I am figuring out alone. I have been listening to The Blogging Millionaire Podcast  with Brandon Gaille, which has been a great source of inspiration for thinking about content strategy more broadly. Fair warning though - it is a firehose of information. Not everything applies to a personal tech blog, and not every tactic aligns with how I want to show up online. Add your filters, take what resonates, and leave the rest.

I also keep going back to the principles I wrote about in 5 reasons you should promote yourself. The fundamentals have not changed: simply show up, be consistent, and let your work speak for itself. LinkedIn is just another place to practice that.

Where I am right now

Where I am right now is still early in this process. I do not have a polished content calendar. I do not batch-create posts weeks in advance. What I do have is a rhythm that is slowly forming:

1. I write a blog post
2. I craft a companion LinkedIn post to share it
3. I pay attention to what resonates
4. I adjust and keep going

Step three is becoming more important than I expected. Paying attention to what resonates is not just about measuring what worked - it is about using that insight to refine your direction over time. When a particular topic or angle gets a stronger reaction, that is a signal worth following. Not chasing virality, but noticing patterns that tell you where your voice lands best. I am starting to treat engagement as a feedback loop, not just a scorecard.

It is not sophisticated, and it does not need to be. The goal right now is to build the habit, not to optimize the system. Optimization can come later, once the foundation is solid.

One thing I have also started paying attention to is my LinkedIn profile itself. When someone reads a post and clicks through to your profile, that is the moment where the profile needs to do the heavy lifting. Think of it as your digital shopfront. The Featured section in particular is worth curating - pinning your best blog posts, conference talks, or project highlights at the top gives visitors an immediate sense of what you are about. It takes five minutes to set up, and it is one of the first things people see.

One thing that has helped is scheduling. LinkedIn has a built-in option to schedule posts, which means I can write a post when inspiration strikes and have it go out at a time that makes more sense. It removes the pressure of having to publish in the moment and lets me build a small buffer of content ahead of time. For managing posts across multiple platforms, tools like Buffer  or similar scheduling platforms can help coordinate timing without having to manually post everywhere. I have not fully committed to a tool yet, but the idea of writing once, scheduling across platforms, and then focusing on engagement rather than publishing logistics is appealing.

I expect to write a follow-up to this post at some point - once I have more data, more experience, and a clearer picture of what works. For now, this is my starting line.

Five ways to just start

If the idea of building a posting strategy feels overwhelming, forget the strategy for now. Pick one of these low-friction content formats and commit to doing it regularly - once a week, or even twice every three weeks. The goal is not to go viral - it is to build a habit.

1. Prompt of the week. Share a useful AI prompt you discovered or refined. Whether it is GitHub Copilot, Microsoft Copilot, or ChatGPT - one prompt, a line of context about why it worked, done. You are already using these tools every day. Sharing what you learn costs almost nothing and positions you as someone who is actively exploring.
2. This week I learned. One thing you picked up, no matter how small. A PowerShell trick, a configuration quirk, a concept that finally clicked. These posts work because they are honest and relatable - everyone is always learning, and people appreciate when someone says it out loud.
3. Tool or feature spotlight. One tool, feature, or setting that saved you time this week. What it does, why it matters, move on. Short, practical, and useful. The kind of post people bookmark.
4. Before and after. Show how you improved a process, a script, or a workflow. The contrast makes it immediately engaging without needing a long explanation. Even a screenshot with two lines of context can be a strong post.
5. Question of the week. Post a genuine question you are wrestling with. Not everything has to be an answer. A good question invites conversation and shows you are thinking critically about your work.

The theme across all five is the same: pick one format, do it once, and then do it again next week. You do not need a content calendar or a brand strategy. You need a repeatable action that is small enough to actually do. The strategy will emerge from the repetition.

Final thoughts

Building a LinkedIn posting strategy is not something that happens overnight, and I am proof of that. Years of good intentions went nowhere until I gave myself a reason to post - my blog - and stopped trying to be perfect before starting.

If you are where I was, overthinking every word and posting nothing, my advice is simple: start with what you have. Share something you have written, something you have learned, or something you genuinely find valuable. Do it once. Then do it again. The strategy will emerge from the practice.

If setting up a blog feels like too big a step right now, start with LinkedIn. It is a perfectly valid starting point. Write posts, share insights, and build the habit of being visible. And if the blogging instinct burns later, you can move your best content to your own blog - a place where it actually stays findable. LinkedIn posts tend to disappear into the feed. After a few weeks, even you will struggle to find them. A blog gives your content a permanent home.

Your reason for being visible on LinkedIn should not be about chasing success metrics. It should be about your reputation, your growth, and showing the world that you know your craft. The numbers are just noise. The work is the signal.

–Jesper

Header image attribution: Image created with help from Adobe Firefly