I’ve Grown My LinkedIn Audience by 26% This Year Using This Simple System

There’s no shortage of good reasons to post on LinkedIn.

Whether you are trying to grow an audience, aiming to cultivate a personal brand, trying to draw more attention to your work projects, or looking to grow your network for more job opportunities, posting to LinkedIn can support all of those goals.

And if you’re aiming to grow an audience, consistency is one of the biggest factors you can control. We even ran a study where we saw how consistency increases engagement.

Still, it’s easy to feel stuck, especially if posting on LinkedIn feels unnatural or new.

That’s why I want to share a super simple system I use (and have shared with colleagues) to make content creation for LinkedIn way more doable. It works whether you're just starting out or looking to post more regularly.

Here’s the system:

1. Choose your 3 content pillars
2. Brainstorm questions for each one
3. Save your ideas in one place
4. Batch-create, schedule, repeat

Let’s get into the system in more detail.

1. Write down your three content pillars

Think of content pillars as your go-to categories — the themes you’ll return to again and again.

The best content pillars line up with your goals for LinkedIn. Are you trying to establish a personal brand focused on specific expertise? Or land brand partnership deals in a certain niche? Your content pillars should directly support the reason you are posting on LinkedIn — your “why.”

Another way to think of content pillars is — what would be the topic of a show you be excited to appear on as an expert guest? Or something you could talk about endlessly? Those topics are likely a content pillar for you.

To get into a specific example, my goal on LinkedIn is to grow an audience interested in my writing (specifically the systems I use in work and life) so that one day, I have a group of people who might be excited to read a book I write.

With that in mind, my content pillars primarily support engaging with people interested in my work and career, as well as how I think about systems to help me level up. They are:

• My career and work at Buffer
• The systems I use in work and life
• Brand marketing thoughts