A weekly theme as backbone
Give each week a focus, so you never start from zero.
Week 1, an opinionTake a stand on a question your audience cares about.
Week 2, a problemHighlight a common mistake and what it costs.
Week 3, proofA case, a lesson or something behind the scenes.
Week 4, an invitationAsk a question, start a discussion, invite a conversation.
Three modes per week
Keep it simple with three post types you rotate: an opinion that starts discussion, something that gives concrete value, and something personal or from real life. Three a week goes a long way if they're sharp.
A calendar exists so you don't have to think about what, so you can put your energy into who you want to reach.
// What is solved, who is the jobNeed angles to fill the weeks? Take ten post ideas for your industry, and this week's three posts in detail in what to post this week.
Leave room for what happens
Don't over-plan the month. The best posts often come from a conversation, a piece of news or a question you got yesterday. Let the calendar be a frame, not a straitjacket.
The trap with the calendar
Here's the risk. A content calendar can become a way to feel productive without talking to a single client. You tick off posts and think the job is done.
But posting to plan isn't selling. The calendar warms up, it closes no deals. Next to every week in the calendar there should be one more line: how many people did I contact this week?
The plan doesn't follow itself, and it calls no clients.
// The calendar is the tool, drive brings businessFour themes, three modes, one extra column
Opinion, problem, proof, invitation, one theme per week. Rotate three post types and leave room for what happens. Then add the column that decides: people contacted per week.
LinkedCoach helps you build a calendar you actually keep, and make sure the content leads to conversations, not just ticked boxes.
Frequently asked questions
How do I build a LinkedIn content calendar?
Three posts a week, one theme per week, and room to respond to what happens. Give each week a focus: an opinion, a problem, proof and an invitation. Rotate three post types, an opinion that starts discussion, something that gives concrete value, and something personal or from real life.
How many posts a week do I need?
Three a week goes a long way if they're sharp. A calendar exists so you don't have to think about what, so you can put your energy into who you want to reach.
Should I plan the whole month in advance?
No, don't over-plan the month. The best posts often come from a conversation, a piece of news or a question you got yesterday. Let the calendar be a frame, not a straitjacket.
What is the trap with a content calendar?
That it becomes a way to feel productive without talking to a single client. Posting to plan isn't selling, the calendar warms up but closes no deals. Next to every week there should be: how many people did I contact this week?