LinkedIn isn’t just another social media platform, it’s a professional network. That means the type of content that works here is different to what you’d post on Instagram or Facebook.

On LinkedIn, people expect insights, expertise and industry updates rather than holiday snaps or product-heavy sales pitches. Think of it as a place to show the brains behind your business, not just your services and products.

Great LinkedIn content includes:

• Sharing your perspective on industry trends.
• New product launch, partnership, or award.
• Behind-the-scenes stories showing the human side of running a business.
• Quick, practical insights your audience can use.
• Engaging with customers, collaborators, or staff.

For example, a marketing consultant might post a short article on changes in consumer behaviour, while a small bakery owner could share a story about sourcing sustainable ingredients.

Unlike Instagram, which is highly visual, or Facebook, which leans more social, LinkedIn is about building credibility and professional relationships. Done right, it can open doors to collaborations, partnerships and new clients.