LinkedIn Content Strategy for Founders

An effective LinkedIn content strategy for founders combines three content pillars: authority, personal, and promotional. These should be posted 3 to 5 times weekly at optimal engagement windows. The goal is building an audience of ideal prospects who trust you before they ever need your product or service.

At Lever Brands, we have developed content strategies that have generated over 500 million impressions for founders. This guide shares the exact framework, content ideas, and scheduling approach that works.

In this guide, you will learn the three content pillars every founder needs, the best post formats and when to use them, 25 content ideas you can use today, optimal posting times, and how to create a sustainable content calendar.

What Are the Three Content Pillars for Founders?

Random posting does not build a brand. You need a strategic mix of content types that serve different purposes.

Authority Content (65% of posts)

This content establishes you as an expert worth following. It demonstrates your knowledge and provides value to your audience.

Examples:

• Industry insights and analysis

• How to guides and tutorials

• Frameworks you use in your work

• Lessons from building your company

• Data and research commentary

• Predictions about your industry

• Common mistakes and how to avoid them

Personal Content (25% of posts)

This content makes you human and relatable. It builds emotional connection with your audience.

Examples:

• Behind the scenes of your work

• Failures and what you learned

• Personal milestones and celebrations

• Your origin story and journey

• Values and beliefs you hold

• Vulnerable moments and reflections

• Team highlights and culture

Promotional Content (10% of posts)

This content drives business outcomes. Use it sparingly so it does not erode trust.

Examples:

• Case studies and client results

• Product or service announcements

• Speaking engagements and events

• Company news and milestones

• Direct calls to action

• Offers and invitations

What Are the Best LinkedIn Post Formats for Founders?

Different formats work for different purposes. Here is how each performs.

Recommended Mix

For most founders, aim for:

• 60% text posts

• 25% carousels

• 10% single images

• 5% other formats

Text posts and carousels give you the best ROI on time invested.

What Should Founders Post About on LinkedIn?

Here are 25 content ideas organised by pillar.

Authority Content Ideas

1. A framework you use to solve a common problem

2. The biggest mistake you see in your industry

3. A prediction about where your market is heading

4. A how to guide for something your audience struggles with

5. Data or research you found interesting, with your take

6. A contrarian opinion on a popular belief

7. Tools or resources you recommend

8. A process breakdown of how you do something

9. Lessons from a recent project or client

10. Industry news with your commentary

Personal Content Ideas

1. Why you started your company

2. A failure and what you learned

3. A day in your life as a founder

4. A mentor who shaped your thinking

5. A book that changed your perspective

6. Something you believed that turned out wrong

7. A milestone celebration

8. Your morning routine or productivity habits

Promotional Content Ideas

1. A client case study with results

2. An upcoming speaking engagement

3. A new service or product launch

4. A company milestone

5. A direct invitation to connect

6. A testimonial from a client

7. An offer for your audience

When Is the Best Time to Post on LinkedIn?

Timing affects your initial engagement, which influences how far your post spreads.

Optimal Posting Windows

• Best days: Tuesday, Wednesday, Thursday

• Best times: 8am to 10am or 5pm to 6pm

• Worst times: Weekends and late nights

Timezone Considerations

Post when your target audience is active, not when you are. If you are in the UK targeting US prospects, adjust your posting times accordingly.

Testing Your Own Best Times

1. Track engagement by day and time for 4 weeks

2. Identify patterns in what works

3. Test posting at different times

4. Double down on windows that perform

How Do You Create a LinkedIn Content Calendar?

A content calendar keeps you consistent without burning out.

Weekly Planning Template

Batching Strategy

Create content in batches rather than daily:

1. Block 2 to 3 hours weekly for content creation

2. Write all posts for the week in one session

3. Schedule posts using a tool like Buffer or Hootsuite

4. Leave 1 to 2 slots open for reactive content

Content Idea Bank

Never sit down to write without ideas:

• Keep a running note on your phone for ideas

• Save content that inspires you

• Note questions clients and prospects ask

• Track topics that get engagement

• Review past content that performed well

Frequently Asked Questions

What type of LinkedIn posts get the most engagement for founders?

Personal stories with business lessons consistently outperform pure educational content. Posts that combine vulnerability, specific numbers, and actionable takeaways see highest engagement. Carousels and text posts typically outperform videos for most B2B founders.

How far in advance should founders plan LinkedIn content?

Plan content themes monthly, create posts weekly, and leave room for 20 to 30% reactive content. Over planning reduces authenticity. The best approach combines structured pillars with flexibility to respond to current events and conversations.

Should founders repurpose content across platforms?

Yes, but adapt format and tone for each platform. A LinkedIn post can become a Twitter thread, newsletter section, or blog post. Repurposing maximises content ROI, but copy pasting identical content across platforms underperforms.

How do you maintain content consistency as a busy founder?

Batch content creation in 2 to 3 hour weekly sessions, use a scheduling tool, and build a content idea bank. Many founders record voice notes throughout the week and have them converted to posts. Consistency beats perfection.

Key Takeaways

A solid content strategy makes LinkedIn work for you. Remember:

• Follow the 65/25/10 content pillar ratio

• Text posts and carousels give best ROI

• Post 3 to 5 times per week consistently

• Batch create content weekly

• Leave room for reactive and timely content

Ready to Build Your LinkedIn Content Strategy?

At Lever Brands, we help founders develop content strategies that build audiences and generate opportunities. Our clients have generated over 500 million impressions through strategic LinkedIn content.

If you want expert help creating a content strategy that works, get in touch with our team to discuss how we can help.