How do I create a LinkedIn content strategy for my team?

Start by identifying who should post, define 3 to 5 topic pillars per person, set a publishing frequency of 3 to 5 posts per week, establish voice guidelines, choose a content creation tool like TeamPost, and measure results after 90 days.

How often should my team post on LinkedIn?

3 to 5 times per week per person is the sweet spot for most professionals. Consistency matters more than volume. Three posts every week for a year will outperform daily posting for a month then stopping.

What should I post about on LinkedIn?

Post about your professional expertise, industry insights, lessons from your work, stories from customer interactions, and your genuine opinions on trends in your field. Avoid generic motivational content and obvious product promotion.

What Is a LinkedIn Content Strategy? Step-by-Step for Teams in 2026

Q: What is a LinkedIn content strategy?

A LinkedIn content strategy is your plan for who posts, what they post about, how often they post, and what business outcomes you are targeting. For companies, it means defining roles, topics, voice guidelines, and a consistent publishing schedule across multiple team members.

Why Most Companies Do Not Have One (and Should)

Ask most B2B companies about their LinkedIn strategy and you get one of two answers: "We post from the company page when we have news" or "We keep meaning to do more on LinkedIn."

Neither of these is a strategy. A LinkedIn content strategy is a deliberate plan for turning your team's LinkedIn presence into a business asset. Who posts. What they post about. How often. What tools they use. What results they are tracking. When all of these are defined and executed consistently, LinkedIn becomes a pipeline and recruiting machine. When they are not, it is a graveyard of sporadic company page posts that get 12 impressions.

Here is how to build a LinkedIn content strategy that actually works for your team.

Step 1: Decide Who Posts

The first decision is not what to post. It is who posts. And the answer should be broader than you think.

Most companies default to having marketing post from the company page. This is the least effective approach. Personal accounts dramatically outperform company pages on every metric: reach, engagement, click-through, and trust.

Who should be posting:

**Sales reps and AEs**: Their posts drive social selling pipeline. See our guide for AEs and SDRs.
**Marketing team**: Practice what you preach. Marketers should post weekly.
Executives and founders: Thought leadership builds company credibility.
Engineers and product team: Technical content attracts talent and builds authority.
**Recruiters**: Employer brand content attracts candidates. Recruiters should be posting weekly.

The goal is getting as many employees posting as possible. Each person's network is unique. More posters means more reach into diverse audiences your company page will never access.

Step 2: Define Topic Pillars

Each person should have 3-5 topic pillars they rotate through. This prevents content from getting stale and ensures variety.

Example pillars for a sales leader:

Sales strategy and process insights
Customer stories and lessons learned
Industry trends and market analysis
Team building and leadership
Personal career reflections

Example pillars for an engineer:

Technical deep dives and problem solving
Engineering culture and team dynamics
Industry technology trends
Open source and community
Career growth in engineering

The pillars should reflect each person's genuine expertise and interests. Authenticity matters more than topical SEO on LinkedIn. Read about LinkedIn writing styles for more on finding the right angle.

Step 3: Set Publishing Frequency

Three to five posts per week per person is the target. This sounds like a lot, but with the right tools it takes less time than you think.

The key insight: consistency beats volume. Three posts every week for a year is dramatically more effective than five posts a day for a month. LinkedIn rewards consistent publishers with better distribution.

Build a content calendar that maps out posting days and topic rotations. Most people find a rhythm of posting Monday, Wednesday, and Friday works well.

Step 4: Remove the Writing Bottleneck

This is where most strategies fail. You can define who should post, what they should post about, and how often. But if writing LinkedIn posts is hard and time-consuming, the strategy dies on contact with reality.

The solution is tooling that removes the friction. TeamPost is an AI agent that ghostwrites posts in each person's voice. Employees DM the Slack bot with ideas, or the AI generates Magic Drafts from their content library. They review and approve. The post goes live. The entire process takes minutes, not hours.

Without this kind of friction reduction, you are asking busy professionals to add a significant creative task to their weekly workload. That ask fails at most companies.

Step 5: Establish Voice Guidelines

Each person's posts should sound like them, not like a corporate communications team. But some guardrails help:

Do share genuine opinions and experiences
Do mention the company naturally when relevant
Do not use corporate jargon or marketing speak
Do not tag 15 people in every post hoping for engagement
Do not copy-paste content that sounds like everyone else

TeamPost handles this automatically by learning each person's writing style and generating content that matches their voice. But having team-wide guidelines ensures nobody goes off the rails.

Step 6: Measure What Matters

Track these metrics after 90 days:

Pipeline influence: How many deals had LinkedIn touchpoints?
Inbound interest: Connection requests, DMs, and "I saw your post" mentions
Consistency: Are people still posting after month three?
Content quality: Comment depth and meaningful engagement, not just likes
Team adoption: What percentage of identified posters are active?

Do not obsess over impressions and follower counts. They are vanity metrics. Pipeline and consistency are what matter.

The Compound Effect

LinkedIn content strategy is a long game. The first month feels like shouting into the void. By month three, patterns emerge. By month six, inbound starts flowing. By month twelve, your company's LinkedIn presence is a genuine competitive advantage.

The companies dominating LinkedIn — Lovable, Clay — did not get there overnight. They built consistent publishing habits across their teams and sustained them for months. That is the strategy. Everything else is tactics.

Start building your strategy today. Read about LinkedIn personal branding for beginners and how to grow your LinkedIn following for more foundational guidance.