Why your content isn’t working (yet)
Creating content on LinkedIn isn’t enough. Not if no one sees it. Not if no one engages with it. And definitely not if you’re not tracking what works.
So what actually makes content work?
We broke it down into three things:
- What to post
- How to repurpose it
- How to make sure people actually see it
Here’s what we’ve learned ↓
Overheard on LinkedIn: What actually works
Content that connects
You’re figuring out what content resonates. After working with thousands of LinkedIn creators, we’ve found that great content rotates between 3 pillars:
📚 Education – Share insights people can’t just Google.
😂 Entertainment – Stop the scroll with relatable or engaging content.
💡 Empowerment – Inspire action with content people see themselves in.
The best content blends all three, but the key is testing and tracking.
We recommend organizing your posts into Collections on Shield so you can see what works best over time.
Content that keeps working
You don’t always need to create something new. The easiest way to get more from LinkedIn? Repurpose your top-performing posts.
But first—you have to decide what top-performing actually means.
Most people assume it’s based on impressions. But we’ve learned that’s not always true. Some of the best-performing posts had fewer impressions—but way more comments.
So when repurposing, focus on two angles:
(1) Impressions → More eyes on your content.
(2) Comments → More conversations (and maybe even deals in the DMs).
Two different strategies: Awareness vs. Conversions.
Content that actually gets seen
The biggest mistake? Thinking your content will just show up on the right feeds.
It won’t. Not on its own.
Every day, 2+ million posts, articles, and videos flood LinkedIn. If you want an engaged audience, you need to make yourself visible.
How? Engage more than you create.
✅ Rule of thumb: 90% engaging, 10% creating.
- Find and interact with the right people.
- Comment on their posts, start conversations, and add value.
- Tap into their audience before expecting them to find yours.
💡 Pro tip: Ring the bell on your favorite creators to get notified when they post.
Challenge: Do this for 30 days straight—watch your engagement skyrocket.
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That’s it from us today. Hope you got something out of it.
See you next week,
The Shield team
Psst, there’s more