LinkedIn isn’t just another social platform—it’s the platform for building meaningful professional connections and attracting high-quality leads. But here’s the thing: randomly posting and hoping for the best won’t cut it.
To truly make an impact, you need a strategic approach, and that starts with a solid content calendar.
At WeThinkNorth, we don’t just create LinkedIn content calendars; we craft lead-generating machines. Think of it as your secret weapon for cutting through the noise, building trust, and turning connections into clients.
Curious about how we do it? Let’s pull back the curtain on our process so you can see what goes into making LinkedIn work like a charm.
Contents
Who Are We Talking To? Nailing Your Audience
Here’s the deal: if you’re not crystal clear on who you’re speaking to, even the best content won’t hit the mark.
If you want to make content that works, you have to really understand your audience. Who are they, what are they talking about, what are they interested to know of. To nail this, you should make an ICP or an ideal customer profile.
Here’s how you can make an Ideal Customer Profile (ICP):
- Demographics: Age, gender, location, income bracket—basically the basics.
- Professional Details: Job titles, industries, and who’s making decisions.
- Psychographics: Interests, values, challenges—what makes them tick.
You can also get to know them better with these tools:
- LinkedIn Analytics: Peek into who’s already following and engaging.
- Surveys: Ask questions directly—tools like Typeform make it simple.
- Social Listening: Use platforms like Hootsuite to monitor conversations and spot trends.
Setting Goals That Actually Matter
Let’s face it: without clear goals, your content calendar is just a bunch of posts. Goals are your guideposts—they help you measure success and tweak as you go.
Align Goals with Bigger Business Objectives:
- If you want more visibility, focus on brand awareness.
- If you want to sign new clients, zero in on lead generation.
- If you’re trying to build trust, lean into thought leadership.
Another way to do this is to use SMART Goals (because they work):
- Specific: Be clear about what you want.
- Measurable: Know how you’ll track it.
- Achievable: Keep it realistic.
- Relevant: Make sure it aligns with your overall strategy.
- Time-Bound: Set a deadline.
For example, instead of saying, “We want to increase engagement,” try: Increase LinkedIn engagement by 25% over the next three months by posting twice a week.”
Planning the Magic: Your Content Calendar
Your content calendar is more than just a posting schedule—it’s your strategy on paper (or screen). It helps you stay consistent, relevant, and, most importantly, effective.
Content That Clicks (and Converts):
- Educational: Blog posts, how-tos, or quick tips.
- Interactive: Polls, Q&As, or live sessions.
- User-Generated: Client testimonials or case studies.
- Timely: Industry news or trending topics.
How to Make Your Content Unmissable
Here’s the hard truth: people scroll fast. If your content doesn’t stop them mid-scroll, they will miss it.
What Works on LinkedIn?
- Catchy Headlines: Keep it short, clear, and packed with value.
- Standout Visuals: Branded designs, short videos, or eye-catching graphics—make it pop!
- Clear CTAs: Be as direct as you can. Whether it’s “Download this guide” or “Comment your thoughts,” show them how you want them to engage with your content.
Crack the LinkedIn Algorithm:
- Hashtags: Blend trending and niche ones to maximise reach.
- Timing: Post when your audience is active—test and learn what works best.
- Engagement: Don’t post and ghost—reply to comments and start conversations.
Measuring Success
The only way to know if your content is working and creating the impact you want it to is by measuring it. Data doesn’t lie—it tells you what’s hitting the mark and what needs a rethink.
What to Track:
- Impressions: How many people did your post reach?
- Engagement Rate: Likes, shares, comments—it all adds up.
- CTR: How many clicked through to take action.
- Leads Generated: The ultimate metric—how many quality leads did you attract?
Optimize as You Go:
- Use LinkedIn Insights to spot top-performing content.
- Experiment with formats like carousels, videos, or infographics.
- Refresh underwhelming posts with better visuals or headlines.
A great LinkedIn content calendar isn’t just about posting—it’s about building relationships, driving conversations, and creating opportunities.
With the right strategy, you’ll turn LinkedIn into more than just a platform—it’ll become your client’s most powerful lead-generation tool.
Ready to see the results for yourself? Let’s plan smarter with WeThinkNorth, create better, and turn those LinkedIn connections into lasting partnerships. Contact us today and let’s get started!