Key points in 30 seconds
- Set a single objective: awareness, leads or recruitment.
- Choose three or four content pillars tied to your customers' problems.
- Two or three posts a week, sustained over time, beat a one-off spike.
- Employees and the CEO amplify the page: plan their role.
Define the objective and audience
An editorial line starts with one sentence: "We publish so that [audience] sees us as the reference on [topic]." For example: executives of industrial SMEs, on sales structuring. Any content that doesn't serve that sentence is off-line.
Four content pillars
| Pillar | Examples | Share |
|---|---|---|
| Expertise | Methods, advice, common mistakes | 40% |
| Proof | Case studies, results, testimonials | 25% |
| Market | Trend analysis, regulation | 20% |
| Behind the scenes | Team, values, events | 15% |
The 90-day calendar
- Weeks 1 to 4: two posts a week, simple formats (text + image, carousel), one case study a month.
- Weeks 5 to 8: move to three posts, add a short video or PDF document.
- Weeks 9 to 12: one flagship piece (guide, study, webinar) relayed by several posts.
Plan ahead in a shared sheet: date, pillar, format, author, link to the website.
The role of employees and the CEO
Company page posts often reach fewer people than personal posts. Ask the CEO and a few colleagues to share content with their own comment. See also personal branding for leaders.
Formats that work
| Format | Use | Tip |
|---|---|---|
| Text only | Share a view, a lesson, a method | One idea per post, an opening line that makes people want to read on |
| Carousel (PDF) | Explain a method step by step | 6 to 10 pages, one idea per page, a title readable on mobile |
| Image with text | Announce a result, a client quote | One figure or one sentence, not a paragraph |
| Short video | Show the team, answer a question | Under 90 seconds, subtitles required |
| Article or newsletter | Go deeper on a topic | Reuse a blog post and link back to the website |
Vary formats within the same pillar rather than switching with every post.
Writing a post that holds attention
On LinkedIn, only the first two or three lines are visible before the reader clicks "see more". They decide whether the post gets read. A simple structure works well:
- The hook: a precise observation, a figure or a question your audience is asking.
- The body: three to five short paragraphs, one idea each.
- The close: the key takeaway and, where relevant, an open question to invite comments.
Avoid links in the main text if you want maximum reach: put them in the first comment.
Measuring and adjusting every month
At the end of each month, record for every post: impressions, engagement rate, new followers and clicks to the website. Rank the month's ten posts and look at what the top three have in common: pillar, format, time, author. The following month, do more of what works and drop what does not.
Also link LinkedIn to your sales results: add "How did you hear about us?" to your forms and record the source in the CRM.
A typical week
- Tuesday: practical advice (Expertise pillar), carousel format.
- Thursday: client case with figures (Proof pillar), text with image.
- Friday: behind the scenes or market news, short text or video.
Prepare a month of posts in half a day: it is the best way to keep the pace. To go further, our Digital Presence service can take over your editorial line.
Mistakes that hold a company page back
- Talking about yourself rather than the client: internal announcements interest few people. Reframe every piece of news around the problem it solves for your clients.
- Posting in bursts: ten posts in one week followed by a month of silence wastes the visibility you gained. Two posts every week, without a break, is better.
- Copying the same text to every network: LinkedIn has its own codes, more professional and more detailed than Instagram or Facebook.
- Ignoring comments: replying within the hour extends a post's reach and shows the page is run by people.
- Never linking to the website: without a link to a useful page, LinkedIn builds awareness but few enquiries.
- Forgetting the languages of your markets: if you target the MENA region, plan posts in Arabic or English as well as French.
An editorial line is judged over time. After 90 days, compare qualified followers, website visits from LinkedIn and contact requests. These three figures tell you whether to continue, adjust or change course.
For the leader's profile, which complements the company page, see our guide on personal branding.
Frequently asked questions
How often should a LinkedIn company page post?
Two or three posts a week, regularly, is a good rhythm for a B2B SME. Consistency matters more than volume.
Which content works on LinkedIn in B2B?
Practical advice, quantified case studies, market analysis and content showing the team and its methods.
How do you measure a LinkedIn strategy?
Track growth in qualified followers, engagement per post, website visits from LinkedIn and enquiries that mention your content.
When is the best time to post on LinkedIn?
In B2B, Tuesday to Thursday mornings often perform well. Test several slots and keep the one where your audience responds most.
Should you post from the company page or the leader's profile?
Both. The page carries the brand; the leader's profile brings reach and trust. The same topics can be adapted for each.