Start with the customer's questions, not your news
Write down the ten questions you most often get in sales conversations. There you have ten posts guaranteed to interest the right people, because real customers are demonstrably already asking them.
A plan with four topics and one post a week survives reality. A plan with twelve themes and daily publishing survives until Thursday.
// Make it smaller than you thinkFour topic tracks that go a long way
- The problem: what goes wrong for customers who haven't solved this?
- The method: how you think, and why that way
- The proof: cases, numbers, results – without bragging
- The person: lessons, mistakes, opinions about the industry
Rotate between the four. That keeps the feed varied without having to invent something new every week.
A routine that holds for twelve months
Five recurring steps, from quarter to day.
Once a quarterDecide the four topic tracks.
Once a monthWrite down twelve headline ideas, 30 minutes.
Once a weekWrite and publish one post, 30 minutes.
Every dayFive to fifteen minutes in the comment sections.
Once a quarterLook at the statistics and cut what isn't working.
Pitfalls that kill plans
- Too many topics and too high ambitions in week one
- A plan that sits with marketing while sales is supposed to publish
- Content that is about you instead of the customer
- No one owning the follow-up when the calendar fills up
Make the plan smaller than you think
Four topic tracks, one post a week and a few minutes a day in the comments. Start with the customer's questions, rotate between the tracks and cut what isn't working once a quarter.
Want a content plan built for your industry and your everyday work? It's included in our coaching and in the e-learning Social Selling 2.1 AI.
This is one of 50 guides in our knowledge base. Want your team to actually start doing it? See our LinkedIn training for companies, a lecture, personal coaching or an online course, always with meetings and business as the goal.
Frequently asked questions
Should everyone on the team write about the same things?
Same topic tracks, your own words and your own examples. That way you reinforce each other without sounding like copies.
How far ahead should you plan?
One month is enough. Longer plans collide with reality and create guilt.
Can AI help with the plan?
Yes, with ideas and structure. The opinions and examples must come from you – they are what make the post worth reading.