A LinkedIn plan that feeds pipeline needs three post types, a weekly rhythm and one metric tied to deals. Post proof, teaching and a point of view, three to four times a week, and measure replies from target accounts rather than likes. Thought leadership that never names a problem or an offer stays thought, and never becomes pipeline.
TLDR: Rotate three post types (proof, teaching, point of view), publish three to four times a week, and track target-account engagement and lead source. Review monthly and cut the type that earns the fewest buyer conversations.
For the account-based version of this plan, see our LinkedIn ABM playbook. This post is the base rhythm that sits under it.
The three post types, and the job each one does
| Type | Job | Example |
|---|---|---|
| Proof | Show it works | A customer result, with the number and what changed |
| Teaching | Earn trust | A step-by-step on a problem your buyers have |
| Point of view | Be remembered | What you believe is wrong about how your market works |
A common mistake is posting only teaching. It builds an audience, but audiences do not buy. Proof posts do the selling, so give them at least one slot a week.
A weekly rhythm you can keep
Keep it small enough to survive a busy quarter.
- Monday: teaching post, 150 to 250 words, one clear lesson.
- Wednesday: proof post, one customer result and what they did.
- Friday: point-of-view post, short and opinionated.
- Optional: a fourth post sharing a case study link, with a tagged URL.
Batch all four on one afternoon and schedule them. Mydrop's calendar and LinkedIn integration let you plan the whole month for a company page and the people who post from it.
Write for the buyer's problem, not your product
Start each post with the buyer's situation: "Your renewal date is in 60 days and nobody has opened the dashboard." Then give one idea. End with one prompt: a question, an offer to share a template, or a link.
Aim for plain language. B2B buyers read on a phone between meetings, so short lines and one point per post work better than a polished essay.
Let people, not just the page, carry the content
In our experience, posts from a person usually get more attention than posts from a company page. Ask two or three leaders or subject experts to post proof and teaching in their own voice, and use the company page for announcements and case studies. Give them drafts, but let them edit, because they will sound like themselves.
If drafts need sign-off from legal or a product lead, use an approval workflow so the post is checked once and not chased in chat.
Measure pipeline signals, not applause
Likes feel good and rarely close deals. Track these instead:
- Engagement from target accounts: are the companies you want commenting or viewing?
- Profile visits and link clicks after proof posts.
- Lead source: add "How did you hear about us?" to the demo form and count LinkedIn.
- Conversations started: DMs and replies that mention a post.
Mydrop's performance analytics include LinkedIn audience breakdowns by seniority, which helps you check whether decision makers are reading, not just anyone. For the full attribution view, see how to measure pipeline influence.
Review monthly and cut one thing
Once a month, list each post by type and note the buyer conversations it started. Keep the type that started the most and trim the least useful. Do not drop proof posts, even if they get fewer likes, because they tend to come up in sales calls.
Answer comments within a day
Comments are where pipeline starts. A buyer who writes a comment is telling you what they care about. Reply within a day, add a useful detail and, when it fits, take the conversation to a DM. Also comment on the posts of your target accounts, twice a week, with a real point and no pitch. This warms an account before your sales team ever reaches out. A shared inbox helps if several people reply, so replies come in one voice and nothing is missed.
Schedule next month in one afternoon
Write twelve posts: four proof, four teaching, four point of view. Schedule them for the days above, add a tagged link on the proof posts and add the lead-source question to your demo form. Review in 30 days. You can connect your LinkedIn page and schedule free at app.mydropai.com.
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