After years of managing social media and spending hours on LinkedIn every day, one thing is clear: most company page posts miss the mark. They recycle the same tired formulas, rely on overly polished corporate speak and fail to connect with their audience. Instead of offering value or sparking interest, they come across as bland, forgettable and easy to scroll past.

It’s tempting to think the answer is more content – more posts, more articles, more videos. That’s the magic solution to gaining clients, right? Not quite.

Here’s the reality: More content doesn’t equal more results.

The real challenge is creating content that stands out, sparks engagement and drives meaningful action. It’s not about being seen – it’s about being remembered. And that’s where quality always beats quantity.

Here’s how to rethink your approach and transform your LinkedIn posts into content that stands out, builds connections and drives the outcomes you want.

Why Old-School LinkedIn Content Falls Flat

Think about the old-school LinkedIn company page strategy. It usually looks something like this:

  • Share a link to a piece of content
  • Promote an upcoming webinar or event
  • Highlight an award won by your organization or employees
  • Post a blog article
  • Push out promos or announcements

It’s content for the sake of content. It’s not that whitepapers, webinars and blog posts aren’t valuable -they are! But when you post them in the same old “here’s a link, go read this” way, you lose people.

Here’s the problem:

  • No one opens LinkedIn hoping to read a 40-page whitepaper.
  • No one stops scrolling for generic “Join our webinar” posts.
  • And definitely no one gets excited about a long blog post with zero context.

If your LinkedIn strategy feels like tossing content into the void, you’re not alone. The good news is you don’t need to create more content to fix this – you just need to share what you already have in a way that actually connects with people.

Content Doesn’t Have to Be Boring: It’s All About the Angle

Most people are busy. They want value quickly and in a way that feels relatable, easy and helpful.

So instead of dumping links on LinkedIn and hoping for clicks, ask yourself:

  • How can I make this easier for people to consume?
  • What’s one practical takeaway I can share upfront?
  • How can I make this content engaging?

The secret to better posts isn’t reinventing the wheel, it’s repurposing your content into new, creative formats that people actually want to engage with.

Here are three simple ways to turn that old-school content into LinkedIn posts that convert:

1. Turn a Whitepaper into a Carousel Post

A whitepaper might feel like a goldmine of insight but no one has time to sift through it. The fix? Take the key points and turn them into a carousel post.

  • Why it works: Carousel posts are visually engaging and easy to swipe through, which keeps people on your post longer.
  • How to do it: Pull out 5-10 key takeaways from the whitepaper. Create slides with bold headlines, clear insights and a simple call-to-action (like “Download the full report”).
  • Example: Let’s say your whitepaper is about industry trends. A carousel post could break down “5 Trends That Will Shape [Your Industry] in 2025” with a takeaway for each slide. End with a link to the full version.

Pro tip: Use tools like Canva to design clean, visually appealing slides. Clear text and simple graphics go a long way.

2. Promote a Webinar with a Video Clip

The old way to promote a webinar: Post a link to the registration page and hope for signups.

The better way: Tease your webinar with a short video clip.

  • Why it works: Video stands out on LinkedIn. A clip gives people a taste of what they’ll learn, which makes them more likely to take the next step.
  • How to do it: Record a 30-second video with one tip or highlight from the webinar topic. Keep it simple, direct, and valuable.
  • Example: If your webinar is about managing risk, your video might share “One common mistake companies make when assessing risk” and hint that more solutions will be shared during the full event.

Pro tip: Add subtitles to your video. Many LinkedIn users scroll with the sound off, so captions ensure your message still lands.

3. Turn a Blog Post into a Quick Stat + Tip Graphic

A long blog post can feel overwhelming. But a single, useful insight? That grabs attention.

  • Why it works: Graphics with stats or quick tips stand out in the feed, especially when they provide instant value.
  • How to do it: Pull one statistic, insight or practical tip from your blog post and turn it into a simple visual. Pair it with a caption that teases the topic and links to the full post.
  • Example: A blog post on cybersecurity risks might turn into a graphic like: “60% of small businesses close within six months of a data breach. Here’s how to protect yourself. [link to post]”.

Pro tip: Keep graphics clean and easy to read. You don’t need fancy designs – just make the stat or tip the focal point.

Better Posts = Better Engagement (and Conversions)

When you repurpose your content into formats that are more engaging, you’re not just getting more likes or comments. You’re creating posts that:

  • Keep people on your content longer
  • Deliver real value upfront
  • Build trust by showing you know what you’re talking about

That trust and engagement lead to conversions over time. People remember who gave them value. When they’re ready to work with someone, they’ll think of you.

Quick Tips to Improve Your LinkedIn Posts

Ready to elevate your content? Keep these tips in mind:

  1. Hook People Early: Your first sentence is everything. Don’t bury the lead—start with something that grabs attention. Example: “60% of people don’t read past the first sentence. Here’s how to make yours count.”
  2. Make It Skimmable: Use short sentences, bullet points and whitespace to keep posts easy to digest.
  3. Share Value First: Don’t just ask people to click a link. Give them a reason to care by sharing a tip, insight, or question upfront.
  4. Add a Call-to-Action: Be clear about what you want people to do next. “Drop a comment,” “read the full post” or “register here” – whatever makes sense.
  5. Mix It Up: Use carousels, videos, graphics and text posts to keep your content fresh and engaging.

The Takeaway: It’s Not About More, It’s About Better

Creating better LinkedIn posts doesn’t mean you need more content – it means you need to share what you already have in a smarter, more engaging way.

Whitepapers, webinars, and blog posts are valuable resources. But if you want them to convert, you need to meet people where they are. Make it easy, make it engaging and give them something worth their time.

Better posts build trust, create conversations and drive results. Start small, experiment with these formats and watch how your content starts working harder for you!

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