LinkedIn Content Marketing

Chapter

How to Actually DO the Services You SellGetting Clients

Experience

Just Starting OutBooked My First 3 ClientsGrowing & Scaling

Format

Guide

Lesson Description

How to use LinkedIn content marketing to grow your freelance biz or build a personal brand or offer it as a service.

Suggested Order

How LinkedIn Content Marketing Works

What LinkedIn Is Actually Good For

LinkedIn is not Instagram with a blazer.

It’s a high-trust, high-intent platform where people expect to do business — and that makes it a powerful place to grow your freelance income.

If your ideal clients are other businesses, marketing teams, tech startups, agencies, solopreneurs, or high-level professionals... they’re probably on LinkedIn. And they’re not scrolling for entertainment — they’re looking for ideas, insights, and people to hire.

Here’s what makes LinkedIn such a powerful tool for freelancers:

B2B platform = high trust, high buying power

Decision-makers are already here. You’re not trying to win them over from cat videos — they came to LinkedIn ready to talk shop.

You don’t need to shoot or edit videos, elaborate, graphic design, post selfies, or perform.

You don’t need Canva carousels, reels, or trendy sounds. Text posts, screenshots, and personal stories go super far on LinkedIn. Authenticity > aesthetics.

And because it’s a low stim platform, people can absorb way more when you do share how-tos and tips. Plus, they’re usually on their computer where they can take action more easily.

You don’t have to go viral or even post every day

A small but strategic presence can lead to high-quality inbound leads. Some freelancers land clients from posts with fewer than 10 likes. What matters is who sees it — not how many.

Hot take: LinkedIn works better when you’re real, consistent, and focused on connection — not when you try to "growth hack" your way into someone’s inbox. It takes time and routine to grow.

My LinkedIn Funnel Framework

After a year of posting, experimenting, and signing clients straight from LinkedIn, I reverse-engineered this framework by tracking what actually worked.

Read the full case study →

Why You Might Want This in Your Freelance Toolkit

LinkedIn content marketing isn’t a must — but it can be a game-changer if you use it intentionally.

Here’s why I recommend experimenting with it:

You can use it to grow your freelance business — attract leads, show off your work, and stay top of mind with potential clients.

You can use it to build a personal brand — create visibility, establish credibility, and open doors to opportunities beyond client work.

Or you can offer it as a service for your clients — helping them grow their presence, reach their audience, and generate leads (while adding a recurring offer to your stack).

You don’t need to go “all in” to see results. A few intentional posts can go a long way. It’s one tool in your toolkit — not the whole toolbox. Try it out, see what fits, and leave what doesn’t.

Using LinkedIn Content to Grow Your Freelance Business

Posting on LinkedIn isn’t about going viral — it’s about getting visible to the right people at the right time. The goal is simple: show people what you do, how you help, and how to hire you.

Action: The 3 types of posts that get clients

These won’t get you good “metrics” (a.k.a. impressions or engagement). But these are the types of posts that actually get you clients…

Availability posts

Remind your network that you’re open for business.

They create urgency, position you as in-demand, and make it super easy for someone to take the next step.

Case Studies & Results

Show off the work — but make it about the outcome, not just the deliverable.

Tell a before → after story, share client wins, or highlight measurable results.

Behind-the-scenes, Process, & Quick Wins

Build trust by showing how you work.

Pull back the curtain on a project you’re working on, share your creative process, share a hot tip that’ll give your target audience a quick win, or reflect on a lesson learned.

Strategy: What to post and how much

These ratios are basically a simple funnel that’ll help you move your target audience from not knowing anything about you at all to becoming your client.

The best way to do that – no matter what you’re selling on any platform – is to create content that builds awareness, creates interest and trust, and then invites action.

If you’re going to post 20 posts per month like I do, that looks like:

Awareness: ~9 posts

Consideration: ~7 posts

Conversion: ~4 posts

Resources:

Offering LinkedIn Content Marketing as a Service

What This Service Can Look Like

The Core Service:

Writing (and sometimes also scheduling) posts (1–5 posts/week)
LinkedIn content strategy (pillars, posting cadence, post types (funnel))
Repurposing content from other platforms (email, blog, podcast)
Ghostwriting in the client’s voice
Monthly analytics reports and insights
You may need to coordinate with a team for approvals, visuals, etc.

Add-ons you could offer:

Comment management or engagement sessions
Profile optimization (headline, about section, featured links)
Thought leadership support (monthly meeting to gather inspo and brand voice for their post’s content)
Graphics or videos to go along with posts
Editing on posts they write themselves

Your Offer Menu & How to Structure It

It’s helpful to think in tiers — from low-touch to high-touch — so you can meet clients at different stages. And then anything miscellaneous can be offered as a one-time add-on (like profile optimization)

Here’s how I’ve personally structured my packages:

Need help creating your packages? Check out the packages workbook →

KPIs & How to Show Value

You don’t need to promise virality — your job is to support strategic visibility and consistent connection.

Trackable KPIs You Can Report On:

Profile views
Post impressions
Comments and saves
New followers (especially ideal client types)
Inbound DMs or inquiries
Newsletter signups from LinkedIn
Discovery calls booked

I highly recommend creating a dashboard (like this one) and/or using a performance tracker for your client projects. The analytics built into LinkedIn SUCK. They’re super limited and won’t give you or your client very much actionable info or trends over time.

Using LinkedIn Content to Grow a Personal Brand

A personal brand is different from your freelance business.

I’ve built a personal brand on LinkedIn (after building my freelance biz on there) and… I’ve used it to:

Make passive income from digital products
Earn income from brand partnerships
Get guest speaking opportunities
Get backlinks, interviews on podcasts, and features in newsletters
Get full-time job offers (without even applying or interviewing)
Get inbound leads for both digital marketing and coaching clients

You could also use a personal brand on LinkedIn to:

Build a waitlist for something you’re working on (the LinkedIn Challenge was 2 years in the making and I’ve been building a waitlist for over a year - this dramatically helped my launch!)
Riase your rates with less resistance
Sell workshops, events, etc.
Expand into consulting, strategy, or education
Create a dynamic “resume” for future job hunting if you’re planning to go full time

How to build a personal brand on LinkedIn: Proof, Perspective, Personality

You’re building a brand and that means you’ll need to hone in on your voice and the hallmarks of your brand.

Zero in on what makes you, you:

the special little words you use (like I say hundo P (100%), wicked, etc.)
the references you make (I’m always referencing Taylor Swift, Ted Lasso, Broad City, etc.)
your unique perspective on what you do and how you share information
the emoji you use the most

And grow it over time! My brand has changed and grown soooo much in the past 5 years because I have, too.

Need help? Try the Mini Brand Voice Guide →

💡 Reminder: You don’t owe anyone your trauma or your life story. “Personal” doesn’t mean “deeply vulnerable.” It just means human. You can share as much or as little as you want - personality can come out in so many ways - it doesn’t have to be super deep. I don’t really share much of my personal life anymore and I have more followers than I did when I used to do daily vlogs and hourly Instagram stories!

Easy Content Plan

Repurpose As much as possible.

Find your flow and follow the path of least resistance.

Personally I:

Write my newsletter
Turn it into 3-5 LinkedIn posts
Turn the newsletter into a blog and optimize it for SEO
Share questions people asked me and my answers (if I share a screenshot I make it anonymous)

You could also…

Repurpose what you’ve already said — in emails, on calls, in your portfolio. You don’t need new ideas every week.
Batch ideas, not posts — keep a running list in Notes or Notion. Jot down ideas when they hit, and write when you’ve got energy.
Schedule in batches, engage in real-time — use LinkedIn’s scheduler for posts, then block 20–30 mins a day to comment and reply.
Reuse old posts — reword + reframe and they’re fresh again

⚡️ Tips

Make content creation easier

Repurpose what you’ve already said

Use client calls, emails, past posts, DMs, and your portfolio as inspiration.

→ Repost what worked. Edit what didn’t. Don’t start from scratch every time.

Schedule in advance, engage in real-time

Use LinkedIn’s native scheduler to post ahead of time.

→ I recommend scheduling for when you’ll already be online (I do 10am),

then block 20–30 mins to reply to comments and comment on others’ posts. I do this 3x a week now but I did it 5x a week when I first started.

Write for one person at a time

You can have multiple ideal client personas — but each post should talk to just one.

→ Specific > general. It helps your audience see themselves in your content.

Hone your brand voice as you go

Use your natural tone, phrases, and references — and let it evolve over time.

→ Need help? Try the Mini Brand Voice Guide →

Use copywriting frameworks

PASO, PASTOR, PAPA, AIDA, FAB, 4PS, WHY/WHAT/HOW/NOW, Truth/Shift/CTA, “This vs. That” — these make writing faster and more effective. ⚡️ Look them up if you don’t know them! You can easily find them by these acronyms. I’ve never read a copywriting book or taken a copywriting course. I learned most of these via short-form content videos and then researching deeper and practicing them on my own 😅

If You’re Offering LinkedIn as a Service

Set boundaries early

Be clear on turnaround time, feedback windows, and your availability (especially for engagement work).

→ “I respond to feedback within 48 hours on weekdays.”

Use shared docs and dashboards

A simple Notion board or GDrive folder goes a long way.

→ Include post drafts, prompts, approvals, and final copy in one place.

Send Looms (or little videos with ScreenShotX) when needed

Record a 2–3 min video walking clients through your post strategy, thought process, or edits to avoid tons of meetings and back-and-forth

What Not to Worry About

Hashtags — they barely matter on LinkedIn. Skip them or just use 1–2 relevant ones.
Post timing — post when it works for you. Consistency > time of day.
Going viral — you don’t need hundreds of likes. One right-fit lead is better than 1,000 views.
Being “professional” — you don’t have to sound corporate. Be clear, be kind, be yourself.

🧠 Mindset

You don’t have to be amazing — just consistent.

Some of your best posts (the ones that convert) might only get 5 likes. That’s okay. You’re not playing for virality — you’re building trust.

Impressions ≠ income.

The real metrics? Profile views, DMs, and inquiries — not likes and comments.

Not every post needs to hit.

Think of content like seeds. Not all of them sprout… but when you plant consistently, your pipeline grows.

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