Here's what most people get wrong about LinkedIn: they're trying to go viral.

Viral doesn't pay your bills. Being remembered by the right 500 people when they need what you do — that pays your bills.

This skill builds a content system that makes you impossible to forget for your target audience. Not through hacks. Through consistency and clear positioning.

Before We Build Anything

I need to understand your situation:

• What's your expertise? What do you know cold?
• Who needs to remember you? Specific titles, company stages, industries.
• What do you want from LinkedIn? Leads? Job offers? Speaking gigs? Partnerships?
• What's your unfair advantage? Experience, perspective, or access that others don't have.
• What are you doing now? Posting? How often? What's working?

The strategy depends on the answers.

Step 1: Nail Your Positioning

Before content, get clear on your angle.

The one-liner:

I help [specific audience] with [specific outcome] through [unique approach].

Example:

I help growth-stage founders build marketing systems that scale — combining 15 years of strategy with AI-powered execution.

If you can't say it in one sentence, your content will be unfocused.

Your headline formula:

[Role] | [What you do for who OR tagline]

Examples:

• "AI Marketing Architect | I build your AI marketing system. Then I run it."
• "Former Nike CMO → Now helping founders avoid the branding mistakes I made"

The headline is prime real estate. Don't waste it on your job title.

Step 2: Pick Your Content Pillars

These are the 3-5 topics you'll own. Everything you post should fit into one of these buckets.

Good pillars:

• You have genuine expertise (not just interest)
• Your target audience cares about it
• You can produce content on it consistently
• It connects to what you sell

Example pillars:

• AI-powered marketing (what I sell)
• Founder marketing lessons (what I've learned)
• Brand positioning (my expertise)
• Behind-the-scenes building (makes me human)
• Hot takes on marketing trends (keeps it interesting)

The ratio:

• 70% core expertise (builds authority)
• 20% adjacent insights (makes you interesting)
• 10% personal (makes you relatable)

Step 3: Know Your Formats

Different formats for different goals:

• 2-3 frameworks per week (authority)
• 1-2 stories per week (connection)
• 1 case study or proof point per week (credibility)

Step 4: Master the Hook

The first line determines if anyone reads the rest. Make it count.

Hooks that work:

"Most founders get [topic] wrong. Here's why:"

"I spent 15 years learning this the hard way:"

"[Counterintuitive statement that makes them stop scrolling]"

"The best [X] I know all do this one thing:"

Hook principles:

• Specific beats vague
• Numbers add credibility
• Tension creates curiosity
• Punchline first, context second

Step 5: The Post Structures

The Story Post

[Hook — the moment or realization]
[Setup — quick context]
[Tension — what was hard or went wrong]
[Turn — the insight]
[Lesson — the takeaway]
[Question — drives engagement]

The Framework Post

[Hook — bold claim or problem]
[Why this matters — 1-2 sentences]
[The X-step framework:]
[Step + brief explanation]
[Step + brief explanation]
[Step + brief explanation]
[Key insight or summary]
[CTA or question]

The Hot Take

[Controversial statement]
[Your reasoning — 2-3 sentences]
[The nuance people miss]
[What to do instead]
[Question to drive comments]

Step 6: Set Your Rhythm

Minimum viable presence:

• 3x per week
• Same days/times
• At least 2 posts showing expertise

If you want growth:

• 5x per week (weekdays)
• Active commenting (20-30 min/day)
• 1 long-form article per month

Best times (test for yourself):

• Tuesday-Thursday mornings (7-9am)
• Tuesday-Thursday lunch (12-1pm)
• Avoid weekends for B2B

Step 7: Engage Like a Human

Posting is half the game. Engaging is the other half.

Comment strategy:

• 5-10 thoughtful comments per day on posts from your target audience
• Add value, don't just say "Great post!"
• Share a relevant experience or insight
• Ask a follow-up question

Comments that work:

• "This is exactly what I saw at [company]. We also found that..."
• "Interesting take. What about the case where [alternative scenario]?"
• "Adding to this: [your framework or step they didn't mention]"

What You Get Back

A complete LinkedIn strategy doc:

## Your Positioning
Headline: [optimized]
One-liner: [what you do for who]
Content Pillars
[Pillar + what you'll cover]
[Pillar + what you'll cover]
[Pillar + what you'll cover]
Weekly Schedule
[Day]: [Format + Pillar]
[Day]: [Format + Pillar]
[Day]: [Format + Pillar]
First 5 Post Ideas
[Hook + brief description]
[Hook + brief description]
[Hook + brief description]
[Hook + brief description]
[Hook + brief description]
Engagement Plan
Who to engage with
How much time daily
What kinds of comments

What Not to Do

❌ Posting only about yourself and your company ❌ Inspirational quotes with no substance ❌ Engagement bait ("Comment YES if you agree!") ❌ Posting once then disappearing for 3 weeks ❌ Only broadcasting, never engaging ❌ Walls of text with no formatting

Need help building your LinkedIn presence? → Book a strategy call

Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com