An effective LinkedIn content calendar is no longer just a nice-to-have strategy on your sleeve.
It's one of the most essential parts of LinkedIn strategy for professionals and businesses looking to make a lasting impact on this dynamic platform.
In this comprehensive guide, we'll walk you through the steps to craft your LinkedIn content calendar, with real-world examples to help you exceed your LinkedIn content goals.
Let's unlock the full potential of your LinkedIn presence in 2024!
In this section, we will outline the key steps necessary to develop a sustainable and effective LinkedIn content calendar.
We will offer strategies and professional tips that will not only save you time but also ensure you begin on a solid footing.
In terms of digital presence, LinkedIn has emerged as a cornerstone for professionals seeking to carve out a digital presence that aligns with their career and business goals.
The initial question to ponder is straightforward yet profound: why are you on LinkedIn?
Your purpose on the platform could range from:
🎯 Inbound Leads – Using LinkedIn's vast network to attract potential customers to reach out to you in DMs.
🎯 Networking Opportunities – Connecting with peers, industry leaders, and potential partners.
🎯 Selling Services – Showcasing your offerings to prospective clients.
🎯 Hiring the best people – Leveraging employer branding strategies on LinkedIn by creating content about the hiring process and open positions to attract the right talents.
🎯 Supporting social selling activities - LinkedIn is the go-to place for all your potential clients to check who you are and what you do. Being active and publishing content will help you build trust and also make your cold outreach look natively.
🎯 Personal Branding – Developing a brand identity that supports your long-term career aspirations.
Each of these objectives necessitates a tailored approach.
For example, if your goal is to build authority in your field, your content must reflect the latest trends, insights, and value-added discussions relevant to your industry.
Once you've defined your goals, the next step is to determine how you'll measure success. Here's what makes sense to track:
🔎 Followers - If you’re constantly creating content for your audience, the followers will grow organically, which shows you that you’re doing well.
🔎 Reactions and Comments – These are immediate indicators of how your content resonates with your audience.
🔎 Total Engagement and Engagement Rate – Engagement elements include likes, comments, and shares, giving you insight into the overall interaction with your posts.
🔎 Reshares – Critical for extending your reach and potential virality, and tracking who shares your content can be insightful. Also, it gives you a credibility. "The content is so good that someone finds it important to show it to their community".
🔎 Impressions – Although important, be aware that the way LinkedIn measures impressions can vary. One impression doesn't mean one individual, it doesn't even have to mean a view. That is the number that the post was loaded in the feed. And sometimes it was not seen by anyone
Note: Keep in mind that LinkedIn's algorithm can be inconsistent, changing how it measures engagement rate and impressions.
It's essential to stay updated on these changes and remember that the quality of interactions often trumps quantity.
If you find it difficult to track LinkedIn performance, AuthoredUp delivers an in-depth analysis dashboard, helping you understand what works well for you and how your content performs over time.
Here, you can track impressions, reactions, comments, shares, and many more metrics over time with handy timeline graphs to help you make decisions and create content that your audience loves.
What’s also great is that you can examine results across three key metrics: total, average, and median.
A pivotal element to any content strategy, particularly on LinkedIn, is a deep understanding of your audience's needs.
This understanding begins by defining your Ideal Customer Profile (ICP).
An ICP helps you pinpoint precisely who your content is for and what matters to them.
The process doesn't have to be exhaustive—at its core, it involves getting to the heart of your audience's concerns.
Your ICP should give you insight into the challenges that keep your audience up at night.
- What specific problems are they facing?
- What misconceptions might they be holding onto?
- Are there gaps in their knowledge that they are eager to fill?
Chances are, you're already familiar with these types of questions.
And guess what?
They make fantastic conversation starters!
It is important to emphasize that content on LinkedIn doesn’t operate in isolation. You can rarely see that a single post compels a reader to take immediate action.
Rather, LinkedIn is the catalyst in the content marketing journey – Initiate conversations, share insights, and build relationships for offline and other channels.
For entrepreneurs and professionals keen on building a presence on LinkedIn, consider the following:
✔️ Build Authority – Share insights and commentary on industry trends to position yourself as an expert.
✔️ Become a Resource – Offer valuable information that makes you the go-to person for a specific service or niche.
✔️ Foster Trust – Use consistent and authentic engagement to create a rapport with a broad audience.
✔️ Drive Traffic – Utilize LinkedIn to funnel traffic to your website or other platforms to increase conversions.
Once you've identified these pain points and customer profile, the next step is to reflect them in your content.
This does not only pertain to what you write but also how you phrase it.
Here is what you can do:
🎯 Frame questions in your content – When crafting content, acting as if your audience were asking them during a consultative call can be incredibly effective.
It shows empathy and an insider's understanding of the issues they face.
🎯 Write with empathy – This approach is your greatest ally in content creation.
It's not enough to list facts or services–you need to express understanding and offer solutions in a way that resonates with your audience.
🎯 Mind content format and post approaches – Insightful articles, engaging videos, infographics, and interactive polls can significantly influence your professional reach and audience engagement.
You can stash away your creative sparks with AuthoredUp drafts for those days when inspiration is playing hard to get.
All you need to do is navigate the Editor section, enter your post idea, format it if needed at the moment, and hit “Save as draft.”
You can create new drafts directly from LinkedIn, so there’s no need to leave the platform to create your drafts.
What’s amazing is that you can craft a limitless number of drafts in a moment and then just use it and polish it when you decide to post.
A thorough analysis of your existing content is an invaluable step toward enhancing your LinkedIn presence.
This self-audit isn't about patting yourself on the back for past successes or dwelling on what didn't work.
Instead, it's about gaining actionable insights that can improve your future content strategy.
You can do this by dissecting and analyzing the performance of your content.
For instance, begin by grouping your content into categories.
Then, consider the following questions as part of your checklist:
- Which posts garnered the most engagement?
- What are your theories regarding their success?
- What were the topics of these high-performing posts?
- Which types of content (articles, videos, polls) received the best response?
- Did the timing of the posts contribute to their performance – what day of the week and time did you post?
Note down all your conclusions so you can double down on the types of LinkedIn content that generate the results.
It will help you grow faster.
Platforms such as AuthoredUp can help you understand your LinkedIn data and decide on what to focus more on in the future.
Try filtering the posts by content type to understand which content works best for you.
For example, if image or document types of posts perform well for you, you can repurpose textual posts into these formats to make them more appealing to your audience.
Also, using tags to organize your posts into distinct content pillars can make it easier to spot patterns and themes.
This categorization will help clarify which topics resonate most with your audience.
Following these best LinkedIn practices will help you easily spot those star performers and think about crafting more in the same vein (Which AuthoredUp supports you with).
Now that you are armed with all the necessary components let's dive into the process of crafting your content calendar.
In the bustling world of digital marketing, timing can be as crucial as the content itself.
Posting when your audience is sleeping is the same as not posting at all.
That’s why it’s important to understand when your audience spends most of their time on LinkedIn.
As the super or content admin of a LinkedIn Page, you can schedule a post or newsletter article to go live at your chosen time.
This LinkedIn feature is incredibly handy, allowing you to schedule your content anywhere from an hour to three months ahead.
However, it's essential to note that once a post is scheduled, its content is locked in—no more tweaks or edits, though you can reschedule or delete it entirely.
Let's walk through how you can seamlessly plan your posts:
- Initiate Your Post – Access your Page's admin view and click 'Start a post.' A preview window will pop up, giving you a glimpse of your future post.
- Choose When to Go Live – Look for the clock icon in the lower right and click it to access the 'Schedule post' dialog.
- Pick Date and Time – From the dropdown menu, select your desired date and time tailored to your location. If the preset increments don't suit you, manually input the exact moment your post should dazzle your audience.
- Craft Your Content – Continue shaping your post into the masterpiece it's meant to be.
- Set It and Forget It – Once satisfied, hit the 'Schedule' button.
Your content is now ready and scheduled for publishing.
To ensure a consistent and engaging presence on LinkedIn, it’s easier to align your post scheduling with your established content strategy.
With AuthoredUp’s Scheduling feature, you can easily combine it with drafts and create content upfront, so you don’t have to work on content creation daily.
Just open the specific draft you’ve previously created and hit the clock icon in the bottom right corner.
Set the date and time, and you’re ready to go.
Note: It's good practice to be ahead of the game. Map out holidays and special events well in advance to capitalize on these key dates. Then, create the content upfront and schedule it so can focus on other important tasks during those days.
By following the strategies and utilizing the provided template and examples, you'll be well-equipped to create a robust LinkedIn content calendar for 2024.
Most importantly, these steps ensure your content remains engaging, relevant, and aligned with your goals throughout the year.
But what if we add a friendly booster to make your content posting schedule even more streamlined?
Introducing the AuthoredUp app, your key to successful LinkedIn content management.
The AuthoredUp tool isn't just user-friendly – it's strategically designed to integrate into your LinkedIn content creation process seamlessly**.**
Whether you're in the drafting phase, fine-tuning your scheduling, seeking creative inspiration, or resharing your top-performing blog posts, this tool serves as your all-in-one LinkedIn content solution.
With AuthoredUp by your side, you have:
🔍 Device Preview – Check how your posts look on different devices before going live.
📝 Rich Text Editor – Craft compelling content with options for bold, italic, bullet points, and more.
📅 Draft Management – Easily toggle between drafts, make notes or schedule posts for future publishing.
✍️ Hook & CTA Templates – Access a library of over 150 hooks and 100+ call-to-action templates in both English and German.
📥 Snippet Saving – Store frequently used text snippets for quick insertion in various posts.
📚 Post & Stat Archive – Gather all your LinkedIn posts and their performance data, including historical stats.
🔄 One-Click Repost – Reuse your past posts effortlessly with a single click.
👁 Readability Score – Check the readability of your content to ensure it's user-friendly.
🗂 Profile Management – Organize and oversee multiple LinkedIn accounts in one place.
📊 In-Depth Analytics – Gain insights into content performance with detailed analytics.
🔬 Comparative Analysis – Examine full metrics for any post and compare them directly with others.
👥 Profile & Page Support – Comprehensive support for both individual profiles and LinkedIn pages.
🎉 Agency-Friendly – An ideal solution for solo professionals, in-house teams, and marketing agencies.
With AuthoredUp, you'll not only simplify your LinkedIn content creation but also elevate the impact of your content calendar for the year ahead.
Ready for a ride?
Sign up now to transform your ordinary posts into extraordinary LinkedIn content!