Module 18Stage: Create → Publish90 min

LinkedIn

Understand what makes LinkedIn distinct from consumer platforms.

Jump to lesson:
01LinkedIn Fundamentals02Personal Branding03Thought Leadership04LinkedIn Carousels05B2B Content
1
Lesson 1

LinkedIn Fundamentals

Objective

Understand what makes LinkedIn distinct from consumer platforms.

Teach
LinkedIn audiences are in a professional mindset — content that teaches, demonstrates expertise, or tells a career/business story tends to outperform purely promotional posts.
Real-World Example
"What I learned losing our biggest client" performs better on LinkedIn than a generic product ad.
Common Mistake
Posting purely promotional, ad-style content that ignores the platform's professional context.
Practical Exercise

Rewrite one promotional post as a lesson-learned story for LinkedIn.

Lesson Checkpoint

LinkedIn content tends to perform best when it

2
Lesson 2

Personal Branding

Objective

Decide when to post as a founder/individual vs. as a company page.

Teach
Personal profiles on LinkedIn generally reach further than company pages due to how the platform favors individual voices; a founder's personal posts often outperform the brand page for the same content.
Real-World Example
A founder sharing "why we built this feature" personally usually reaches more people than the same message from the company page.
Common Mistake
Posting everything only from the company page and neglecting founder/team personal accounts.
Practical Exercise

Identify one upcoming post better suited to a founder's personal profile than the company page.

Lesson Checkpoint

On LinkedIn, personal profiles often

3
Lesson 3

Thought Leadership

Objective

Write a LinkedIn post that demonstrates real expertise, not generic advice.

Teach
Thought leadership means sharing a specific, sometimes contrarian, experience-backed opinion — restating common advice doesn't build authority.
Real-World Example
"Everyone says post daily. Here's why that broke our content quality" is thought leadership; "consistency is key!" is not.
Common Mistake
Posting generic motivational content that could have been written by anyone in any industry.
Practical Exercise

Write one specific, opinionated LinkedIn post from your own real experience.

Lesson Checkpoint

Strong thought leadership content is

4
Lesson 4

LinkedIn Carousels

Objective

Structure a LinkedIn document/carousel post (PDF-style) for professional, save-worthy content.

Teach
LinkedIn's document/carousel format works well for frameworks, checklists and step-by-step breakdowns — professional audiences save and share this kind of reference content.
Real-World Example
"5 KPIs every founder should track" as a slide-by-slide carousel is highly saveable.
Common Mistake
Cramming too much text on each carousel slide, making it unreadable on mobile.
Practical Exercise

Outline a 5-slide LinkedIn carousel on a topic your audience needs.

Lesson Checkpoint

LinkedIn carousels perform well mainly because they

5
Lesson 5

B2B Content

Objective

Write content that speaks to business buyers and decision-makers specifically.

Teach
B2B content should focus on outcomes, ROI and credibility (case studies, data, process) rather than emotional or lifestyle appeals more common in B2C.
Real-World Example
"How Client X cut onboarding time by 40%" speaks directly to a B2B decision-maker's priorities.
Common Mistake
Using B2C-style lifestyle marketing for a B2B audience that's evaluating ROI, not aesthetics.
Practical Exercise

Write one B2B-style post centered on a measurable outcome.

Lesson Checkpoint

B2B content typically focuses on

Deepen Your Knowledge
  • •LinkedIn's official Marketing Solutions resources
  • •HubSpot Academy — B2B content lessons
Module Checkpoint Assessment

Test Your Mastery of Module 18

5 questions · 70% passing threshold required

PreviousMod 17: Instagram & Facebook
Next ModuleMod 19: TikTok