Decide What Your Company Should Talk About on LinkedIn®

A useful Company Page content system starts with subjects, not formats. Before deciding whether to publish a video, document or poll, decide what your organization has a credible reason to talk about.

Start where audience and expertise overlap

Strong content themes sit at the intersection of what your audience cares about and what your organization genuinely knows, does or can demonstrate. That may include industry change, practical expertise, customer problems, research, people, operations, innovation or informed points of view.

Create a small number of content themes

Content pillars can help organize publishing, but they are not an end in themselves. Choose enough themes to create variety without turning the calendar into a rigid quota system.

Know what not to publish

Not every internal announcement deserves external attention. Avoid filling the Page with content that matters only because somebody inside the organization asked for it. Ask why the intended audience would care.

Connect themes to organizational goals

If one Page objective is demonstrating expertise, your content system needs evidence and useful thinking. If recruitment matters, people and workplace content may deserve a larger role. Your themes should reflect the objectives established earlier in this course.

Your task

Choose three to five subjects your organization can discuss repeatedly and credibly. For each, write down the audience need it serves, the organizational expertise behind it and two examples of content you could realistically produce.