A great LinkedIn content plan doesn’t just drive likes or comments—it helps you achieve real business goals like generating leads, building authority, and growing your professional network.
Whether you’re in tech, healthcare, education, or even a niche industry like public speaking or coaching, the principles of LinkedIn content marketing remain the same.
This guide will show you how to create a LinkedIn content plan that’s flexible enough for any industry, while also including actionable examples tailored for speakers and coaches.
Whether you’re a speaker looking to book more engagements, a coach aiming to fill your calendar with clients, or a professional in another industry, a strong LinkedIn content plan can help you:
1. Stand out as a thought leader.
2. Build trust with your audience.
3. Generate qualified leads for your services.
Let’s break it down into 10 actionable steps that you can apply no matter your industry, with specific examples for speakers and coaches.
Identify and Target Your Microniche
What Is a Microniche?
A microniche is a highly specific audience segment within your broader target market.
Focusing on a microniche ensures your content speaks directly to the right people, addressing their unique challenges and needs.
While this strategy works for any industry, here’s how it applies to speakers and coaches:
Example of microniches for speakers and coaches:
Leadership Coaches: Targeting HR professionals in mid-sized companies.
Public Speaking Coaches: Helping professionals in tech improve their presentation skills.
Motivational Speakers: Working with event planners for wellness conferences.
For other industries, your microniche might be:
Tech Startups: Targeting founders looking for marketing solutions.
Healthcare Providers: Focusing on hospital administrators in rural areas.
E-commerce Businesses: Helping small brands scale through advertising strategies.
How to Find Your Microniche
1. Look at your past or current clients: Who are your most successful collaborations with?
2. Use LinkedIn analytics to identify the industries or roles that engage most with your content.
3. Observe competitors: Which audiences are they successfully serving, and are there gaps you can fill?
Create a Microniche Profile that includes:
1. Who your ideal audience is (job titles, industries, company sizes).
2. Their challenges and goals.
3. The type of content they want to consume on LinkedIn.
Build Pillar Content with Topic Clusters
What is Pillar content?
Pillar content is the foundation of your LinkedIn strategy.
These are your core themes that position you as an expert, while topic clusters allow you to explore specific subtopics.
Whether you’re in tech, healthcare, or coaching, pillar content builds trust and credibility with your audience.
Examples of Pillar content by Industry
For speakers and coaches:
1. Pillar: Public Speaking Skills
2. Clusters: “3 Ways to Overcome Stage Fright,” “Storytelling Techniques for Keynote Speeches.”
3. Pillar: Lead Generation for Coaches
4. Clusters: “How to Use LinkedIn to Attract Clients,” “5 Steps to Convert LinkedIn Connections into Leads.”
For other industries:
Tech: “How SaaS Companies Can Scale Their Content Marketing.”
Healthcare: “Improving Patient Retention Through Better Communication.”
E-commerce: “3 Proven Ad Strategies to Boost Online Sales.”
Write down 3–5 pillars and 5–7 supporting cluster topics for each. This forms the backbone of your LinkedIn content strategy.
Define Success Metrics
Measuring your LinkedIn success is key, whether you’re a coach trying to land more clients or a tech marketer generating B2B leads.
Metrics to track by industry:
1. Speakers and Coaches:
Profile Views: Are event organizers or clients checking out your profile?
Engagement: Are people commenting or sharing your posts?
Inquiries: Are you getting messages about coaching programs or speaking opportunities?
Other Industries:
Website Traffic: Are LinkedIn posts driving people to your website?
Lead Generation: Are you converting followers into prospects?
Set clear, measurable goals.
Example: “Increase profile views by 20% and generate 5 inquiries per month for speaking engagements.”
Define Success Metrics
Your LinkedIn content isn’t just about broadcasting—it’s about building relationships.
Networking trough content:
For speakers and coaches:
Share posts that tag event organizers or collaborators.
Example: “A big thank-you to [Event Name] for having me as a keynote speaker! Here’s one lesson I shared about overcoming stage fright.”
For other industries:
Tag clients or partners in your posts.
Example: “Here’s how we helped [Client Name] scale their sales by 30% last quarter.”
Plan for Consistency with Content Sprints
What is a content sprint?
Batch-create your content to stay consistent without scrambling for ideas.
Example sprint plan for speakers and coaches:
1. Monday: A carousel on “5 Ways to Land Your First Keynote.”
2. Wednesday: A text post sharing a personal speaking experience.
3. Friday: A poll: “What’s the hardest part of preparing a speech: 1) Structure, 2) Storytelling, 3) Audience Engagement?”
For other industries, adapt your sprints based on your audience’s needs.
Balance Long-Form and Snackable Content
Long-form content builds authority, while snackable content keeps you top of mind.
Examples:
1. Long-Form: “How Coaches Can Use LinkedIn to Generate Leads” (LinkedIn Article).
2. Snackable: “3 Quick Tips to Build Confidence Before a Speech” (Carousel).
Scale with Repurposed Content
Repurpose content for maximum reach.
Example: Turn a webinar into LinkedIn carousels and short video clips.
Here’s a step-by-step guide to effectively repurpose content for LinkedIn.
Build Long-Term Loyalty Through Thought Leadership
Share original insights and personal stories to build trust with your audience, no matter your industry.
Key Takeaways
- Microniches Matter: Focus on specific audience segments for relevance.
- Pillar Content Builds Trust: Establish authority with core themes and supporting clusters.
- Engage and Network: Use LinkedIn as a tool for building relationships.
- Track and Adapt: Use analytics to refine your strategy.
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