Read this before you hit post:

Ever scroll through LinkedIn and wonder, "What exactly am I trying to do here?" 

If so, you're not alone.

90% of LinkedIn users struggle with creating content that actually works.

They post, hope for the best, and then...crickets.

But here's the thing - every post should have a purpose.

Yup, you heard me right.

Every. Single. Post.

You never post just because it’s Monday, or because your coffee was strong enough to inspire a mini rant.

(Okay, maybe sometimes)

But mostly, you’re trying to achieve something bigger.

Let’s break it down into what I like to call the 4 P’s of LinkedIn.

These are the four key purposes every one of your posts should serve:

1. Popular Topics

Purpose: Attract new followers

The first “P” is all about riding the wave of what’s trending.

Whether it’s the latest industry news, a hot new tech tool, or a debate that everyone is chiming in on, these posts are your ticket to visibility.

Sharing your take on popular topics can help you reach new people and grow your network.

Think of it as shaking hands at a digital cocktail party.

Example: Canva tips (This post got me 350K+ impressions)

2. Professional Tips

Purpose: Build your authority

This is where you get to show off a little.

What do you know that others don’t?

Drop some knowledge bombs - those valuable insights that make people pause and think, "Wow, this person really knows their stuff." 

These posts help you position yourself as an expert in your field.

And let's face it, who doesn’t like being seen as the go-to guru?

Example: How to / How I guide (Provide a solution to a problem)

3. Personal Views

Purpose: Connect with people

LinkedIn might be a professional platform, but that doesn’t mean you have to be a robot.

Share your personal views.

Your values, your beliefs, the things that matter to you.

This is how you connect on a deeper level.

When people see you as a real human being, they’re more likely to engage and build a relationship with you.

And relationships, my friend, are everything.

Example: Friends & family don’t support (My view on LinkedIn growth)

4. Proven Results

Purpose: Convert potential clients

Finally, we have the big guns - proven results.

This is where you showcase your success stories, case studies, and testimonials.

Show people what you’ve accomplished, and how you’ve helped others achieve their goals.

This isn’t about bragging.

It’s about building trust.

Potential clients want to see the proof in the pudding before they take the plunge.

Example: I hit 2M impressions (+ proof of what I achieved)

Also, keep in mind that the 4 P's can overlap:

A personal post can also go viral and attract new followers, and sharing a success story can boost your authority while converting potential clients.

So, the next time you’re about to hit “post,” take a moment to ask yourself:

Which of the 4 P’s am I targeting here? 

If you can’t answer that, it might be time to rethink your content strategy.

Happy posting, friends!

Cheers,
Dan