"I don't know what to write about" is the most common reason people stay silent on LinkedIn. But you already have the content: the questions your customers ask every week are your best posts. Start there, not in a content calendar.
Write for one person, not for everyone
Before you write: who do you want to read it? A sales manager in manufacturing? An HR director? Write as if you were answering that exact person. Posts that try to speak to everyone touch no one, and it shows in the comment field.
Five post types that work in B2B
- The customer question + your answer. "Got this question again this week: …" Relevant by definition, because a real customer actually wondered.
- The lesson. Something that went wrong and what it taught you. Honesty builds more trust than success stories.
- Behind the scenes. How you work, what you are seeing in projects right now. It shows competence without claiming it.
- The opinion. A clear stance on an industry issue. Dare to have a view, polite truisms create no dialogue.
- The concrete tip. Something the reader can do today. Generosity beats the sales pitch, every time.
The questions your customers ask every week are your best posts.
// Content on LinkedInThe most important part happens in the comments
A post without follow-up is a letter without a sender. Reply to every comment, preferably with a follow-up question. And spend just as much time commenting with others: ten minutes a day with your dream customers builds more trust than a weekly post nobody sees. That is the core of social selling.
The mistakes that silence the dialogue
- The link dump. "New blog post! Link below." Give the value in the post, the link can sit in a comment.
- Corporate speak. "We are proud to announce…" is a press release, not a conversation. Write like you talk.
- Post and vanish. The algorithm, and the people, reward presence in the first hour. Post when you can stay.
Content is one of six steps in a working sales method on LinkedIn. The whole chain, from profile to booked meeting, is in the guide Selling on LinkedIn.
Common questions
How often should you post on LinkedIn?
A sustainable rhythm beats an ambitious plan that dies after three weeks. One thoughtful post a week plus daily comments beats five posts a week with no dialogue. Consistency over time is the only thing that counts.
When is the best time to post on LinkedIn?
Weekday mornings often work well in B2B, but the difference is small compared to the relevance of the content. Post when you have time to reply to comments in the first hour; the dialogue right after publishing matters more than the time of day.
Should I post from the company page or my personal account?
The personal account. People follow and trust people, the company page is a hygiene factor, not an engine. Let your employees' voices carry the content and use the company page as a hub.