For a very long time, I handled LinkedIn like a platform to drop the occasional profession replace — not a platform to share authentic concepts, not to mention day by day posting. However over time, one thing shifted.
LinkedIn began to really feel much less company and extra human. The rise of video content material introduced in a brand new wave of creators; and abruptly, the platform I’d mentally filed away as too buttoned-up began to really feel like an area I may experiment in.
Proper across the identical time, Buffer launched Creator Camp; a 30-day neighborhood problem to assist creators keep in keeping with day by day prompts. That made the choice to put money into LinkedIn even simpler. After which becoming a member of the Buffer crew this yr — the place we’re on a mission to assist creators and small companies get off the bottom and develop — gave me much more motive to lean in.
Since August 2024, I’ve posted on LinkedIn each single day with out lacking a beat. There have been loads of days the place motivation was low and exhibiting up felt like a stretch, however I did it anyway.
Right here’s how I dedicated to LinkedIn consistency, even on the times I didn’t really feel like exhibiting up.
I began with a robust why
Earlier than I ever dedicated to posting day by day on LinkedIn, I knew I wanted a motive that may maintain up — not simply on the nice days, however on the boring, low-energy, what’s-the-point days, too.
For me, that motive was visibility. I wished to construct belief over time and stretch my model past a task, an organization, or a chapter of life.
I’ve spent my profession rising manufacturers from behind the scenes — telling their tales, scaling their presence, constructing the playbooks; and I’m pleased with that work.
However a tough reality hit me throughout a layoff a couple of years in the past:
I spotted that whereas I had been pouring vitality into rising different manufacturers, I hadn’t been fascinated about my very own. There was no lasting sign of my contributions, no clear digital proof of what I stood for or how I believed. No viewers of my very own that related me with the outcomes I had helped create. That second rewired one thing in me.
I spotted I’d been taking part in small, and underinvesting within the credibility of my very own title.
So I obtained clear. I wished to construct a private model on LinkedIn that did 4 issues:
- Signaled my expertise and standpoint clearly
- Attracted like-minded entrepreneurs and collaborators
- Created a pipeline for paid aspect initiatives and consulting
- Let me run experiments alone phrases, with out approval bottlenecks
In doing so, I wished to design long-term leverage for future job alternatives. As soon as I had that readability, exhibiting up on LinkedIn grew to become simpler as a result of I knew precisely why it mattered to remain constant.
I outlined my content material pillars early on
One of the vital useful issues I did early on was outline my content material pillars. As an alternative of figuring it out on the fly, I sat down, mapped them out, and made the funding upfront.
When your themes are clear, creating content material doesn’t really feel like greedy at midnight. You’re not counting on bursts of motivation or ready round for inspiration to strike. You’ve constructed the rails, now you simply hold the wheels turning.
For me, these lanes had been:
- Private branding — the craft I’ve constructed and one thing I now assist others with
- Advertising and marketing classes — a direct product of my day-to-day and the experiments I run
- Self-improvement — impressed by years of podcasting and private improvement
- Company humor — a stress launch valve that invitations amusing when issues get too heady
Every of those got here naturally to me. I didn’t select them as a result of they had been stylish. I selected them as a result of I may communicate to them from lived expertise, and draw from them even on low-motivation days.
As soon as my pillars had been in place, it grew to become simpler to construct clusters of subtopics beneath every.
Over time, as I posted extra content material round my pillars and the subject clusters inside every pillar, the themes created a warmth map of types. Leaning into knowledge, I may see which areas (subjects) glowed brightest primarily based on efficiency, and which of them I wished to construct on additional. That knowledge backed suggestions loop — what resonated most with my viewers — made it simpler to remain inventive and constant, even once I didn’t really feel like being “on.”
I constructed a system that fueled motivation, not burnout
A method and not using a system is like cola with out the fizz. Who enjoys flat soda? Not me!
This was a type of upfront investments that paid off quick: I knew that if I may construct a system that scaled, I’d free myself as much as give attention to the precise creating — not simply busy work.
Unsurprisingly, Buffer was on the coronary heart of it. Constructed by creators, for creators; it grew to become my engine.
Most Fridays, I batch-created every thing for the approaching week and scheduled it out so it may run within the background whereas I targeted on every thing else. (Shoutout to Buffer’s four-day workweek for giving me the area to thrive in my function and as a creator!)
That, mixed with the “Streaks” characteristic in Buffer, turned consistency right into a sport. Who likes their Streak in danger? Additionally not me!
A snapshot of my Buffer calendar for LinkedIn content material planning.
This technique gave me sufficient respiratory room to manually put up over the weekend if I wished to — and whereas I gave myself permission to not put up on weekends, I all the time ended up doing it anyway. The stress was off, however the behavior was there.
I experimented with codecs, however led with what felt sustainable
Once I first dedicated to exhibiting up on LinkedIn, I gave myself one rule: hold it easy. I targeted completely on text-based posts. No graphics. No carousels. No video.
This wasn’t about taking part in small, however about defending my inventive vitality. I wished to go deep on one medium earlier than diversifying throughout codecs. For me, writing has all the time come naturally, and I knew that if I may construct momentum there, every thing else may layer on later.
That self-permission was foundational. It took the stress off and gave me a lane I may follow, particularly on low-energy days.
At Buffer, we frequently speak about selecting consistency over perfection, and that’s precisely how I approached my content material. I didn’t must do all of it from day one. I simply wanted to maintain exhibiting up in a manner that felt sustainable.
Ultimately, I discovered my rhythm. As my viewers grew, so did the alternatives — sponsored content material requests began rolling in, some static, some video. That’s once I dipped into video creation. I pushed my edges gently, performed with new codecs, and noticed robust reception.
One of many sponsored LinkedIn posts I did for the model Tracksuit.
However I didn’t pivot to video totally. I stayed sincere about what was scalable for me. Video grew to become a supporting act, not the entire present.
That steadiness — of evolving with out stress — is what helped me keep constant, motivated, and creatively fulfilled.
I seasoned my content material with AI
In a current inner content material creation workshop I held at Buffer, I explored the concept of content material as pasta. You determine what sort of pasta you need to make — the form, the feel, the bottom substances. That’s your uncooked concept. After which comes the seasoning: salt, pepper, olive oil. That’s the place AI is available in.
Snapshot of the ice-breaker slide from the current content material creation workshop I held at Buffer
As soon as I had a transparent sense of what I wished to say on LinkedIn, I used AI as a taste enhancer.
I leaned on it for construction, inspiration, and enlargement. The extra persona I fed into it, the extra my tone of voice got here via in return.
At first, it felt a bit clunky. The early drafts had been stiff, typically overcooked. However over time, as I saved feeding AI extra of me — my cadence, my phrase selections, my most well-liked codecs — the content material began to circulate quicker, and really feel extra like mine.
One in every of my favourite methods to make use of AI was for concept extension. If a put up carried out properly, I’d ask:
What else may I write subsequent that builds on this theme? Or:
What’s a pure sequel that may deepen this dialog?
That curiosity loop helped me create momentum at scale, with out reinventing the wheel.
Utilizing AI this fashion saved my content material engine shifting, and was particularly useful when my very own vitality dipped.
I added low-effort content material to my technique to make posting simpler
Once I initially mapped out my content material pillars, I used to be intentional about steadiness, however I didn’t need each put up to demand deep storytelling or high-stakes thought management. I wanted area to play.
That’s why I added a lighter-touch pillar to the combo: company humor.
One of many many company humor targeted posts on my LinkedIn.
Not every thing must be a layered technique breakdown or a private transformation. Generally, worth seems like a second of levity — a well-timed meme, a cheeky reflection on distant work, or a put up that makes somebody chortle between back-to-back conferences.
That sort of content material brings ease again into the method. It resets your inventive vitality and provides your viewers a motive to interact with you in a extra human manner.
This pillar grew to become my pacing mechanism. A buffer (no pun supposed) that saved me constant with out operating on empty.
A giant unlock in my consistency journey was realizing I didn’t must give you each concept alone.
A few of the richest content material I’ve created has come immediately from conversations with my neighborhood — questions within the feedback, DMs from friends, reactions to a put up that struck a chord. The proof of what resonates is correct there, for those who’re paying consideration.
So I leaned in with considerate call-to-actions (CTAs), and gave my LinkedIn neighborhood one thing to lean on and have interaction with.
I started asking direct questions, planting intentional call-to-actions (CTAs), and alluring my neighborhood to form the course of my content material. That did two issues:
- It confirmed my viewers I cared about their perspective.
- It helped me crowdsource the gaps — the follow-ups, the “wait, however how?” moments — that I wouldn’t have noticed alone.
And bonus: it boosted my engagement. Extra feedback meant extra attain, which added gas to my consistency engine.
An summary of how my LinkedIn content material carried out over the span of a yr.
Right here’s one instance: I shared a put up about what helped me get employed at Buffer, and ended it with a easy CTA — What else would you wish to know? That one query sparked a wealthy dialog and surfaced a number of new content material concepts.
My teammate, Tamilore Oladipo, shared an analogous experiment on the Buffer weblog: she turned a single neighborhood trade into every week’s value of posts.
That’s the ability of staying near your viewers.
Bringing your neighborhood in doesn’t simply assist you to generate content material, it offers you an opportunity to land and increase: to strengthen your current pillars and department into new, related clusters as they emerge.
I handled every thing round me like content material
One of many largest mindset shifts I made was this: content material isn’t simply one thing you sit all the way down to create, it’s one thing you discover.
I began treating the world round me as a operating financial institution of inventive prompts. Each object, each reminiscence, each tiny second held potential if I paid shut sufficient consideration.
Take the marble coaster on my desk, for instance. At first look, it’s simply decor. However look nearer and it holds the very first podcast paintings I ever designed — for The Lavender Repair, my self-improvement podcast. That coaster may simply anchor a put up about how I started my podcasting journey, how I got here up with the title, or why I made particular design selections as a first-time creator utilizing Canva. It’s a narrative starter.
A coaster I’ve had since 2021, gifted by a former colleague, printed with the primary model of my podcast paintings for The Lavender Repair.
As soon as I adopted this lens, every thing grew to become a bridge — a technique to join the current with previous experiments or future concepts. That shift made me extra observant, and it sharpened my storytelling instincts.
It additionally nudged me into extra visible pondering. I discovered myself reaching for my telephone extra typically to seize a photograph that might complement a put up. Over time, my content material advanced from purely text-based to extra layered, visible storytelling — with out ever feeling pressured.
I challenged myself to note extra, and with that, my posts grew to become extra visible. Steadily, I started layering photographs into my text-first content material, including a inventive dimension to my workflow I hadn’t anticipated.
An early instance of including photographs to my text-first posts. Pictured: a sliced starfruit.
I carved out time to replicate deliberately
I let the content material stew simmer, and went for a stroll. Not actually. Please don’t go away a pot on the range and head out the door!
However metaphorically, I did that daily. My day by day walks helped me create area for the concepts to reach.
I made it a behavior to stroll 10,000 steps every morning — no distractions, simply me and my ideas. These walks grew to become a ritual for reflection. I’d course of prime priorities, sketch out marketing campaign concepts, mentally write publication intros, and a lot extra.
With a transparent thoughts and no agenda, concepts surfaced extra freely. I’d jot down fast ideas in my notes app, and by the point I obtained residence, I’d typically have the makings of 5–10 posts. This very weblog define? Stroll-born!
Personally, this strategy created area for my larger concepts to incubate. It gave me time to course of any rising ideas, and return to them with readability. That is what Tiago Forte refers to as constructing a “Hemingway bridge” in his e book, Constructing a Second Mind: ending your inventive periods (in my case, a stroll) in a manner that makes it simpler to renew later. As an alternative of ranging from scratch every time, you choose up proper the place you left off, with readability and context intact.
So, let the stew simmer, go for a stroll, and let your ideas breathe. Then, get again to the kitchen.
I leaned into efficiency knowledge
Keep in mind once I stated I’m a inventive marketer with a development advertising wired mind? That is the place that got here into play!
I’ve all the time seemed for methods to attach story to sign, and knowledge grew to become the coach behind my consistency. And with Buffer’s LinkedIn private profile analytics (which, by the way in which, we simply launched this month!), I developed a transparent sense of how my posts had been performing week-over-week.
And right here’s the factor about numbers: they let you know what your intestine can’t.
A few of my most high-performing posts had been the best — low-lift, low-effort ideas that sparked far more dialog than my extra nuanced items. That’s the fantastic thing about knowledge. It challenges your assumptions and provides you the boldness to maintain going.
Instance of one in all my easiest LinkedIn posts that outperformed most in-depth ones.
You’ll be able to’t plan virality, however you may plan mentality round what will get you there.
By monitoring the correct indicators, I used to be capable of construct on what labored, form my technique, and compound my momentum over time.
Lastly, bringing all of it collectively
In the long run, it wasn’t one huge second that modified every thing; it was the compounded impression of small, constant actions.
Now, 356 days into that consistency streak, right here’s the place I’ve landed:
- 1,214,768 impressions
- 313,550 members reached
- 27,430 engagements
- 684.2% viewers development
Complete impressions generated on my LinkedIn by posting constantly over the previous yr.
Lots has modified, and I’ve realized greater than I anticipated.
Whereas I nonetheless take into account myself an aspiring LinkedIn creator, this previous yr has taught me quite a bit. Becoming a member of Buffer gave me the area — and the help — to lean into content material extra deliberately. Plus, being surrounded by a crew of inner creators at Buffer means I’m by no means quick on inspiration, encouragement, or a reminder that we’re all figuring it out as we go.
I’m all the time trying to develop, experiment, and be taught from others.
My subsequent milestone on LinkedIn? 20K!
When you’re on an analogous path, or simply beginning out, I’d love to listen to from you! You could find me on LinkedIn or on my web site.
