/linkedin-content-planner

3-Pillar Content Framework

Contents

• Why publish from a personal profile (not the company page)
• The pillars
• Weekly mix guardrails
• Content-to-inbound ratio targets
• Growth-stage playbook (by follower count)
• Alternative mix: funnel-weighted (for B2B founders selling one product)
• 5 narrative types for the Personal pillar
• Persona-specific pillar mixes
• Recovery / cold-start 5-step protocol
• Weekly cadence template
• Team overlap prevention
• Comment-first allocation
• The comment strategy (not optional)

Why publish from a personal profile (not the company page)

Personal founder profiles outperform corporate pages by:

• 315% in engagement
• 270% in conversions
• 6-8x in reach (employee vs brand-page posts)

Rule: publish on the founder/executive account first. The company page reshares, never originates.

71% of consumers prefer CEOs active on social. Investors, talent, and clients all check the founder's LinkedIn before meetings.

The pillars

1. Authority / Expertise (40-50% of posts)

What: Frameworks, tactical how-tos, data-driven takes, industry analysis, named systems, teardowns.

Why: Establishes you as someone worth following for a specific skill. Compounds over quarters.

Formats: Text-only (tactical), carousel (frameworks), native article (evergreen).

Hook formulas: F7 Odd-Precision Money, F10 Contrarian Historical, F8 Paid-vs-Free Reversal, F5 Self-Proving Meta.

Example angle: "How we cut agent cost per outcome from $2.40 to $0.08 in 6 weeks."

2. Personal Narrative (30-40%)

What: Lessons from failures, origin stories, vulnerability, behind-the-scenes, what I got wrong.

Why: Trust compounds on vulnerability. Pure insight posts don't land in 2026.

Formats: Text-only long-form (1200-1500 chars), occasional video (<90s).

Hook formulas: F4 Time-Anchor Confession, F3 Year-over-Year Pivot, F9 Curiosity-Gap Teaser.

Example angle: "4 months ago I stopped publishing 'inspirational' posts. Here's what changed."

3. Community / Engagement (20-30%)

What: Questions, polls, customer wins, spotlight posts, responses to industry news.

Why: Poll votes and comment threads are high-signal engagement in 360Brew.

Formats: Native polls, short text (300-500 chars), spotlight posts.

Hook formulas: F6 Comment-Gate (sparingly, once/month max), standalone polls.

Example angle: "Which metric actually predicts revenue? Poll below."

4. Product / Offer (10-15%, optional)

What: Soft launches, case studies, customer wins featuring your product, one explicit CTA.

Why: Without this, the pipeline goes dry. With too much, trust breaks.

Formats: Single image + soft CTA, native article for case studies.

Hook formulas: F2 R.I.P. Obituary (when pivoting category), F1 Anaphora (framing product as fix).

Example angle: "We rebuilt our pricing around agent outcomes, not seats. Here's the 2-week result."

Weekly mix guardrails

• Total posts: 3-5 per week. 6+ triggers 360Brew cannibalization penalty.
• No pillar >60% of the week. Signals single-note, reduces compounding.
• Product/Offer max 1 post/week. Overuse kills trust.
• Vary formula within a pillar. Don't run F7 Odd-Precision Money two Authority posts in a row.

Content-to-inbound ratio targets

• Under 5k followers: 1 qualified inbound per 10-15 posts
• 5k-20k followers: 1 per 5-8 posts
• 20k+ followers: 1 per 3-5 posts

Comments amplify this 2-3x. Without comments, the inbound funnel is thinner than it looks.

Growth-stage playbook (by follower count)

0-1,000 followers

• Commenting > posting. 10-15 thoughtful comments per day.
• Niche specificity: pick one narrow topic and stake it.
• Daily connection requests with personalized notes (5-10/day).
• Don't worry about post frequency — build credibility through comments first.

1,000-10,000 followers

• Post 3-4x/week at fixed times (audience training).
• Carousels perform best at this stage (screenshot-bait frameworks).
• Launch a newsletter — expect ~10% of LinkedIn followers to subscribe.
• Start appearing on other creators' podcasts / threads.

10,000+ followers

• Original research, strong opinions with evidence, thought leadership posts.
• 1-2 long-form posts per week + daily short takes.
• Give away one genuinely valuable asset per quarter.

"Giants strategy" (any stage)

Comment on large-account posts 1-5 minutes before they publish (check their usual publishing cadence; LinkedIn shows your comment to their audience when the post drops). Rides their audience discovery wave.

Alternative mix: funnel-weighted (for B2B founders selling one product)

Use INSTEAD OF pillar mix when you have one narrow ICP and a short sales cycle:

• 20% top-funnel — awareness, contrarian takes, industry POV
• 60% middle-funnel — education, frameworks, teardowns
• 20% bottom-funnel — case studies, offers, soft CTAs

5 narrative types for the Personal pillar

Rotate; don't run two of the same type in a 2-week window.

1. Painful Lessons — what went wrong + what you learned (vulnerability)
2. Client Breakthrough — real results with context (social proof without bragging)
3. Contrarian Opinion — challenge conventional wisdom + receipts
4. Behind-the-Scenes — raw process, not polish
5. Perspective Shift — "I used to believe X. Then I learned Y."

Persona-specific pillar mixes

Different audiences need different pillar distributions. Start from the default 40/30/20/10 and adjust:

Executives (C-level thought leadership)

• Authority: 60% (investor / talent / client audiences evaluate here)
• Personal Narrative: 30%
• Community: 10%
• Product/Offer: 0%

Voice notes: time-efficient (15 min/week), signal over volume, avoid hustle cues. Content should pass the "investors will read this before our next meeting" test.

Sales teams (social selling)

• Authority: 20%
• Personal Narrative: 25%
• Community: 45% (network-warming, pre-call familiarity)
• Product/Offer: 10%

Voice notes: practical, outcome-oriented, network-centric. Frame posting as pre-call warming, not brand-building. Trusted-network language beats personal-brand language. Stats: 87% of sales pros say social selling is effective; 78% of social sellers outsell peers.

Marketing teams (employee advocacy)

• Authority: 25%
• Personal Narrative: 15%
• Community: 40% (employee amplification)
• Product/Offer: 20% (campaign distribution)

Voice notes: operational — distribution, amplification, efficiency. Position employees as the channel, not the brand handle. 8x more engagement on employee posts vs brand posts.

Founders (when wearing the exec hat)

Same as Executives, but with leeway to include more behind-the-scenes content if shipping in public.

For a dedicated founder plan, use the founders-edition pillar set (Conviction / Building in public / The math / Proof) and the 10 founder angles in ../../../references/founder-topics.md instead of the generic Authority / Narrative / Community / Product mix. It is built for founders raising, hiring, and landing design partners, where a narrow high-trust audience matters more than reach.

Recovery / cold-start 5-step protocol

Use when an account has been dormant, shadowbanned, or reset after a pod-detection penalty.

1. Days 1-5: don't post. Leave 20-30 substantive comments per day.
2. Week 2+: post 3-5x/week on the Mon/Wed/Fri pillar rotation.
3. Own the first 30 min: reply to every comment; add 3-5 self-comments for thread depth.
4. Send 3-5 intentional non-pitch DMs per day (algorithm reads DM activity as a trust signal).
5. Commit to the full 4-week cycle — distribution widens in weeks 3-4, not week 1.

Observed outcome: 1K to 100K+ impressions in 7 days on an already-credible account.

Weekly cadence template

Mon  commenting day (no post; 20+ substantive comments)
Tue  Authority post (framework / teardown)
Wed  Personal Narrative (confession / lesson / story)
Thu  Community (poll OR spotlight OR question post)
Fri  Authority OR Contrarian Historical
Sat  off
Sun  off (OR newsletter if you have one)

Rationale: algorithm penalizes same-topic-same-angle repetition; rotating pillar type per weekday keeps topical variance high without the writer having to re-plan each week.

Team overlap prevention

When multiple creators post from the same brand/topic cluster, coordinate via a shared activity feed to avoid:

• Same-day posts on the same hook/angle (cannibalizes reach)
• Two team members commenting on the same third-party thread within 1 hour (reads as brigading)
• Duplicate carousels/frameworks shipped in the same week

Rule: before scheduling, check what teammates published in the last 72h and what they have queued for the next 48h.

Comment-first allocation

• A well-crafted comment on someone else's post gets 30-75x more likes than your own posts at the same stage
• Meaningful comments drive 8x more profile views than likes alone
• LinkedIn comment volume grew 37% YoY in early 2025 — comment surface area is where distribution is moving
• Under 5K followers: weight 2:1 toward commenting vs posting
• Above 5K: weight 1:1

The comment strategy (not optional)

• 10-20 substantive comments per day on other creators' posts
• Mix: 70% peers (similar follower count), 20% aspirational (10-100x), 10% prospects
• Comment within first 60 min of target creator's post for first-commenter advantage
• Comments drive 60-70% of inbound DMs, not your own posts