Linkwiz guides
Find ideas for LinkedIn posts and build a publishing routine.
Learn what your audience wants to know. Turn your experience into useful posts, keep the conversation going and help your team do the same.
A customer question, a difficult decision or a project that taught you something can become your next LinkedIn post. This guide takes you from finding the idea to researching it, writing it and learning from the response.
Start with a question your audience cares about
Choose the people you want to help and a question they care about. A marketing director might want fewer delays in campaign approvals. A customer success manager might want a better handover after a sale. Make the post useful to that person before deciding how to present it.
The example below starts with a decision, explains the scale of the project and shares what changed. The reader leaves with something to try and a specific question to discuss.
One change helped our last launch at @Walt: name one approval owner before production. We delivered 12 videos across four markets. Agreeing on the final decision maker reduced review rounds from three to two. What does your team settle before writing the script?
The people, company and report results in these examples are fictional.
A reason to read
One approval owner before production.
Evidence from the work
12 videos, four markets, three review rounds reduced to two.
A useful takeaway
Agree on who makes the final decision before production starts.
Study creators who reach the people you want to reach
Find two or three creators who speak to the people you want to reach. Look for relevant professional discussions, rather than choosing only by follower count. If you need suggestions, ask an AI assistant that can search the web to find creators in your niche, with links you can check.
Read their Featured content, recent posts and comments yourself. Who is responding? What questions come up? Which posts explain a problem your audience actually faces? Follow relevant people and consider connecting when you have a genuine reason to continue a conversation.
Save a manageable sample, such as 15 to 20 posts per creator. Keep the post URL, date, topic, opening, evidence and visible reactions, comments and reposts. Note which comments are relevant to your audience. Then ask AI to compare recurring topics and ways the creators explain them.
Treat the sample as a source of ideas. A popular post may attract people you are not trying to reach. Adam Robinson describes that distinction in his own review of posts that drew very different audiences.
Find relevant creators with AI
Use a tool with web search, then open the suggested profiles before choosing your sample.
Find two or three LinkedIn creators who regularly discuss my topic with the professional audience below. Use public web sources and provide working profile URLs and two relevant post URLs for each creator.
Explain what each creator discusses and why their audience appears relevant. Base this on actual posts and comments you can access. Do not invent follower counts, engagement statistics or endorsements. If you cannot search or access the posts, ask me for links or excerpts instead.
My role: [add role]
Topic or niche: [add topic]
Audience I want to help: [add roles, industry and questions]
Creators I already follow: [add any names or links]
Compare the posts you collected
Paste the post records you saved. Visible counts can help you select examples, but the comments and audience matter too.
Compare the LinkedIn post records I provide. Group recurring topics, opening styles, evidence used and questions in the comments. Cite the post URL for each observation.
Use only supplied or directly accessible material. Separate visible reaction, comment and repost counts from your interpretation of relevance. Do not infer private analytics, sales results or a universal best posting formula. Flag missing dates, counts or source text.
Suggest five post ideas for my audience. For each, explain the audience question and the experience or evidence I must add. Do not copy a creator's wording or invent my experience.
My role and audience: [add context]
Post records: [paste URL, date, topic, opening, source text, visible counts and relevant comments]
Find what people ask and struggle with
Choose a topic from that research and look for the questions behind it. Read comments on LinkedIn, public Reddit threads and relevant professional communities. Add questions you hear in sales calls, onboarding conversations and project reviews.
Look for what people are trying to decide, what frustrates them, solutions they have already tried and results that surprised them. For a topic that changes quickly, narrow the search to recent discussions, such as the past 90 days. Open the source before using its question or quotation.
Example idea bank
Find a question you can answer from experience.
A customer conversation
Who should make the final decision on a campaign brief?
Experience to add
The approval owner you agreed on before production.
A question in a post’s comments
What changes when several markets need different versions?
Experience to add
The decisions behind delivering 12 videos across four markets.
A project review
Which part of the approval process would you change next time?
Experience to add
The change that reduced review rounds from three to two.
Keep the source link or a short work note beside each idea. Add the experience you can contribute and the fact you still need to check. This gives you a useful backlog before you start drafting.
Research audience questions with AI
Ask for linked discussions and separate actual questions from suggested topics. Use customer material only when it is appropriate to share with the tool.
Research public discussions about my topic on LinkedIn, Reddit and relevant professional communities. Find recurring questions, complaints, decisions, attempted solutions and surprising findings. Use the time period below when it matters to the topic.
For each finding, include the actual discussion URL, its date when available and a short paraphrase. Separate questions people actually asked from post ideas you suggest. Do not invent discussions, quotations or claims about how common a question is. If web access is unavailable, ask me for source excerpts.
Suggest five LinkedIn post ideas. State which finding supports each idea and what evidence from my own work I need to add.
Topic: [add topic]
Audience: [add roles and industry]
Time period: [any period, or recent 90 days for a changing topic]
Starting links: [add relevant discussions]
Add your experience and a reason to keep reading
Write about a decision you made, a result you contributed to or something you learned. Explain what happened and why it matters to the reader. Include the numbers, named projects or work samples that support your point, when you can share them publicly.
Lead with the useful tension or outcome. “We reduced review rounds from three to two” gives a reader more reason to continue than “Here are my thoughts on collaboration.” Then explain the change, your contribution and what someone else could take from it.
You can also write about something that did not work or a question you have not resolved. Describe what you tried, where you are uncertain and what kind of experience would help. That gives people a clear way to contribute.
In Adam Robinson’s audience building approach, the audience, opening and a real point of view are central. Apply those ideas to your own experience. If AI helps with the draft, check the facts and rewrite wording that does not sound like you. LinkedIn’s AI writing guidance also calls for reviewing and personalizing the result.
Turn your evidence into a post draft
Add your audience, real experience and approved facts. The prompt asks for missing evidence instead of filling the gaps with invented results.
Draft a LinkedIn post that answers the audience question using my real experience and approved evidence below. Start with a specific decision, tension or useful outcome. Explain my contribution and finish with a takeaway or a genuine question.
Keep the language direct and professional. Preserve my meaning and voice. Do not invent numbers, customer names, quotations or results. Mark missing facts as questions for me to answer. If the evidence is insufficient, ask before drafting a claim.
Offer two alternative openings, then one draft under 3,000 characters. Avoid punctuation dashes. Suggest a company mention only where it helps readers identify the organization involved.
My role and audience: [add context]
Audience question: [add question]
What happened and what I did: [add experience]
Facts approved for public use: [add evidence]
What I learned or still do not know: [add takeaway]
Source links: [add sources]
Sample of my writing: [optional excerpt]
Develop several angles from one useful idea
One useful experience can answer several different questions. Justin Welsh’s five question method asks what you could teach, what you noticed, where you have a different view, what you could list and why something matters. His examples use tweets; the same questions can help you develop LinkedIn post ideas.
Explain a lesson
“Three review rounds became two when we named one approval owner.” Explain what changed and when it helped.
Discuss a decision
“Before producing 12 videos for four markets, we agreed who could approve the final version.” Explain why that decision came first.
Share a checklist
“Before the script: audience, market versions and approval owner.” Turn the experience into a short planning resource.
Choose the angle that answers the current question best. Keep the others in your backlog for a later post, adding fresh context or evidence when needed. You do not need to repeat the same story in every format.
Plan a cadence you can sustain. For example, reserve one session to review ideas and another to draft the next post. A shared calendar can help a team prepare around launches and events while leaving room for employees’ own expertise.
Publish, then keep the conversation going
Publish at a time when you can return to the discussion. Review your post audience, comment settings and any company mention before sharing. LinkedIn also offers scheduling, which can help you prepare a post in advance. See LinkedIn’s publishing options.
Reply to comments with an answer, a useful follow up or a question that moves the discussion forward. When someone raises a problem you know well, capture it as a possible next post. Dave Gerhardt describes finding content in work and community conversations, including questions in comments.
A comment can become your next idea
We agree on one final approver and collect each market’s feedback before their review. Where does your process get stuck?
Visit a commenter’s recent posts when the discussion is relevant to your work. Contribute where you have something useful to add, and connect when there is a reason to stay in touch. The Comments guide and Connections guide cover those next steps.
Build time for this into your routine. Adam Robinson’s publishing playbook includes replying to readers. Use that as a practical habit, rather than relying on a fixed first hour formula to determine a post’s reach.
If you want support for drafts or a publishing routine, see how AuthoredUp and Taplio can work alongside Linkwiz.
Learn what your audience wants more of
Review several posts together. Which topics attracted questions from people you want to know? Which examples were saved or prompted someone to visit your profile? Keep a short note about what to repeat, improve or explore next.
Relevant questions in comments
Answer them, then add the recurring question to your idea bank.
Profile views or new followers
Review the post’s topic and audience. Consider developing another useful example on that subject.
Saves or sends
Look for practical resources people wanted to keep or share. Consider a follow up with more detail.
Use your own LinkedIn post analytics for impressions, members reached, profile viewers, followers gained and other available metrics. Availability varies by content type. These private author analytics sit alongside what you can learn from the public conversation.
A post with fewer reactions may still start a valuable discussion with a relevant buyer or peer. Record that context before deciding which ideas deserve more attention. If a post explains your work particularly well, add it to Featured so profile visitors can find it later.
Help your team share work connected to the company
Help employees find useful material: customer questions, approved project results, company news and subject matter experts they can learn from. Give people the facts and context, then let them explain the part they know from their own work.
Create your company report in Linkwiz and include your employees’ LinkedIn profiles. The report runs 19 checks across Profile, Engagement and Networking, with employee results, evidence and recommended next steps.
Company Mentions checks whether employees mentioned your company in their posts in the last 90 days. Company Reposts checks whether they reposted company Page content in the last 30 days. Review the two results separately to see who is sharing company related work and who might need help finding a relevant contribution.
Linkwiz · Walt company report · Selected profiles
| Employee | Company Mentions Last 90 days | Company Reposts Last 30 days |
|---|---|---|
 Peter Panley | Optimize | Optimize |
| Belle Beaumont | Good | Good |
 Arielle Reed | Good | Good |
 Jasmine Vale | Good | Optimize |
Good: activity found for this check. Optimize: review the missing activity with the employee.
Peter Panley · Company Mentions · Optimize
Evidence
No post mentioning the official Walt Page was found in the last 90 days.
Recommended next step
When sharing relevant company work, mention the official Page so readers can find the company.
In the example, Peter needs help with both checks. Share an approved project result he can discuss from his role, or a company post relevant to his experience. Jasmine has a company mention but no company repost in the review period. The next conversation can focus on what would be useful for her to share.
These checks identify activity to review. Read the posts to assess the message. For a wider view, Linkwiz’s activity reports show employees’ public posts and the reactions, comments and reposts they receive. See how to review employee posts and company activity.
Explore the company report, profile checks and recommended next steps.
Explore the Linkwiz demoReady to publish it?
Where to publish and review a LinkedIn post
On desktop
Use Start a post on the home feed. Add your draft, review audience and comment settings, then publish or schedule it. Open View analytics on a published post to review its results.
In the mobile app
Use Post, add the draft and review its settings before publishing. Open your profile’s Activity to find the post and its analytics.
Mention the official company Page by selecting it from LinkedIn’s suggestions. Check the link before publishing.
Your publishing checklist
- Choose an audience question you can answer from experience.
- Save source links and learn what people are trying to solve.
- Add a real decision, contribution and approved evidence.
- Prepare the next post and make time to reply.
- Use questions and available analytics to improve your idea bank.
- Help your team find relevant company work to share.
Maya Reed
Marketing Director at Northstar Studios
How do you handle approvals when several markets need a say?