08/28/2025
When talking to clients about LinkedIn, we often hear: "Content needs to be high quality." And while we agree that quality matters, high-quality content without consistency rarely leads to results. What actually builds trust is posting regularly and consistently.
The easiest way to maintain consistency is with a content plan.
Do you need one? Not always. Some people thrive on spontaneity, and a rigid plan can kill their motivation. In those cases, a simple list of topics and ideas is enough.
If you prefer structure (or have a team creating content for you), a content plan is incredibly helpful. It keeps you disciplined, reduces stress, and makes the process more predictable.
At ModumUp, we always start with a clear strategy: goals, target audience, positioning, content roles, and tone of voice.
Once that's in place, we build the monthly plan, usually in a simple Excel or Google Sheet.
Each topic is mapped to audience segments, funnel stages, and formats.
Here’s what a good content plan should include:
- The topic and goal of the post
- The role (expert, person, company rep, etc.)
- Funnel stage: awareness, consideration, or conversion
- Audience segment
- Format: text, video, poll, repost with a comment, or newsletter
It’s important to mix up the topics: expert posts, product updates, case studies, tips, and personal stories.
How often should you post?
- Once a week is the minimum to stay visible
- Two or three times a week helps build trust and reach
- Daily posting works if you have the resources, but results can vary depending on how LinkedIn’s algorithm reacts
Finally, a content plan should stay flexible. Leave room for spontaneous ideas and timely posts — LinkedIn values those.
How do you plan your content: strictly by schedule or in the moment?
