For a very long time, I handled LinkedIn like a platform to drop the occasional profession replace — not a platform to share unique concepts, not to mention each day posting. However over time, one thing shifted.
LinkedIn began to really feel much less company and extra human. The rise of video content material introduced in a brand new wave of creators; and out of the blue, the platform I’d mentally filed away as too buttoned-up began to really feel like an area I might experiment in.
Proper across the identical time, Buffer launched Creator Camp; a 30-day group problem to assist creators keep in line with each day prompts. That made the choice to put money into LinkedIn even simpler. After which becoming a member of the Buffer staff this 12 months — the place we’re on a mission to assist creators and small companies get off the bottom and develop — gave me much more purpose to lean in.
Since August 2024, I’ve posted on LinkedIn each single day with out lacking a beat. There have been loads of days the place motivation was low and displaying up felt like a stretch, however I did it anyway.
Right here’s how I dedicated to LinkedIn consistency, even on the times I didn’t really feel like displaying up.
I began with a powerful why
Earlier than I ever dedicated to posting each day on LinkedIn, I knew I wanted a purpose that might maintain up — not simply on the nice days, however on the boring, low-energy, what’s-the-point days, too.
For me, that purpose was visibility. I needed to construct belief over time and stretch my model past a task, an organization, or a chapter of life.
I’ve spent my profession rising manufacturers from behind the scenes — telling their tales, scaling their presence, constructing the playbooks; and I’m pleased with that work.
However a tough reality hit me throughout a layoff just a few years in the past:
I spotted that whereas I had been pouring power into rising different manufacturers, I hadn’t been interested by my very own. There was no lasting sign of my contributions, no clear digital proof of what I stood for or how I assumed. No viewers of my very own that related me with the outcomes I had helped create. That second rewired one thing in me.
I spotted I’d been taking part in small, and underinvesting within the credibility of my very own identify.
So I bought clear. I needed to construct a private model on LinkedIn that did 4 issues:
- Signaled my abilities and perspective clearly
- Attracted like-minded entrepreneurs and collaborators
- Created a pipeline for paid aspect initiatives and consulting
- Let me run experiments by myself phrases, with out approval bottlenecks
In doing so, I needed to design long-term leverage for future job alternatives. As soon as I had that readability, displaying up on LinkedIn turned simpler as a result of I knew precisely why it mattered to remain constant.
I outlined my content material pillars early on
Probably the most useful issues I did early on was outline my content material pillars. As an alternative of figuring it out on the fly, I sat down, mapped them out, and made the funding upfront.
When your themes are clear, creating content material doesn’t really feel like greedy in the dead of night. You’re not counting on bursts of motivation or ready round for inspiration to strike. You’ve constructed the rails, now you simply preserve the wheels turning.
For me, these lanes had been:
- Private branding — the craft I’ve constructed and one thing I now assist others with
- Advertising and marketing classes — a direct product of my day-to-day and the experiments I run
- Self-improvement — impressed by years of podcasting and private growth
- Company humor — a stress launch valve that invitations fun when issues get too heady
Every of those got here naturally to me. I didn’t select them as a result of they had been stylish. I selected them as a result of I might communicate to them from lived expertise, and draw from them even on low-motivation days.
As soon as my pillars had been in place, it turned simpler to construct clusters of subtopics below every.
Over time, as I posted extra content material round my pillars and the subject clusters inside every pillar, the themes created a warmth map of kinds. Leaning into information, I might see which areas (subjects) glowed brightest primarily based on efficiency, and which of them I needed to construct on additional. That information backed suggestions loop — what resonated most with my viewers — made it simpler to remain inventive and constant, even after I didn’t really feel like being “on.”
I constructed a system that fueled motivation, not burnout
A technique and not using a system is like cola with out the fizz. Who enjoys flat soda? Not me!
This was a type of upfront investments that paid off quick: I knew that if I might construct a system that scaled, I’d free myself as much as concentrate on the precise creating — not simply busy work.
Unsurprisingly, Buffer was on the coronary heart of it. Constructed by creators, for creators; it turned my engine.
Most Fridays, I batch-created every little thing for the approaching week and scheduled it out so it might run within the background whereas I targeted on every little thing else. (Shoutout to Buffer’s four-day workweek for giving me the house to thrive in my function and as a creator!)
That, mixed with the “Streaks” characteristic in Buffer, turned consistency right into a sport. Who likes their Streak in danger? Additionally not me!
This method gave me sufficient respiration room to manually submit over the weekend if I needed to — and whereas I gave myself permission to not submit on weekends, I all the time ended up doing it anyway. The stress was off, however the behavior was there.
I experimented with codecs, however led with what felt sustainable
Once I first dedicated to displaying up on LinkedIn, I gave myself one rule: preserve it easy. I targeted solely on text-based posts. No graphics. No carousels. No video.
This wasn’t about taking part in small, however about defending my inventive power. I needed to go deep on one medium earlier than diversifying throughout codecs. For me, writing has all the time come naturally, and I knew that if I might construct momentum there, every little thing else might layer on later.
That self-permission was foundational. It took the stress off and gave me a lane I might stick with, particularly on low-energy days.
At Buffer, we frequently speak about selecting consistency over perfection, and that’s precisely how I approached my content material. I didn’t have to do all of it from day one. I simply wanted to maintain displaying up in a manner that felt sustainable.
Ultimately, I discovered my rhythm. As my viewers grew, so did the alternatives — sponsored content material requests began rolling in, some static, some video. That’s after I dipped into video creation. I pushed my edges gently, performed with new codecs, and noticed robust reception.
However I didn’t pivot to video solely. I stayed trustworthy about what was scalable for me. Video turned a supporting act, not the entire present.
That stability — of evolving with out stress — is what helped me keep constant, motivated, and creatively fulfilled.
I seasoned my content material with AI
In a current inner content material creation workshop I held at Buffer, I explored the concept of content material as pasta. You determine what sort of pasta you need to make — the form, the feel, the bottom components. That’s your uncooked thought. After which comes the seasoning: salt, pepper, olive oil. That’s the place AI is available in.
As soon as I had a transparent sense of what I needed to say on LinkedIn, I used AI as a taste enhancer.
I leaned on it for construction, inspiration, and growth. The extra character I fed into it, the extra my tone of voice got here via in return.
At first, it felt a bit clunky. The early drafts had been stiff, typically overcooked. However over time, as I saved feeding AI extra of me — my cadence, my phrase decisions, my most well-liked codecs — the content material began to stream sooner, and really feel extra like mine.
One among my favourite methods to make use of AI was for thought extension. If a submit carried out nicely, I’d ask:
What else might I write subsequent that builds on this theme? Or:
What’s a pure sequel that might deepen this dialog?
That curiosity loop helped me create momentum at scale, with out reinventing the wheel.
Utilizing AI this manner saved my content material engine shifting, and was particularly useful when my very own power dipped.
I added low-effort content material to my technique to make posting simpler
Once I initially mapped out my content material pillars, I used to be intentional about stability, however I didn’t need each submit to demand deep storytelling or high-stakes thought management. I wanted house to play.
That’s why I added a lighter-touch pillar to the combination: company humor.
Not every little thing must be a layered technique breakdown or a private transformation. Typically, worth appears like a second of levity — a well-timed meme, a cheeky reflection on distant work, or a submit that makes somebody snort between back-to-back conferences.
That type of content material brings ease again into the method. It resets your inventive power and provides your viewers a purpose to have interaction with you in a extra human manner.
This pillar turned my pacing mechanism. A buffer (no pun meant) that saved me constant with out working on empty.
An enormous unlock in my consistency journey was realizing I didn’t should give you each thought by myself.
Among the richest content material I’ve created has come immediately from conversations with my group — questions within the feedback, DMs from friends, reactions to a submit that struck a chord. The proof of what resonates is true there, when you’re paying consideration.
So I leaned in with considerate call-to-actions (CTAs), and gave my LinkedIn group one thing to lean on and have interaction with.
I started asking direct questions, planting intentional call-to-actions (CTAs), and welcoming my group to form the path of my content material. That did two issues:
- It confirmed my viewers I cared about their perspective.
- It helped me crowdsource the gaps — the follow-ups, the “wait, however how?” moments — that I wouldn’t have noticed alone.
And bonus: it boosted my engagement. Extra feedback meant extra attain, which added gasoline to my consistency engine.
Right here’s one instance: I shared a submit about what helped me get employed at Buffer, and ended it with a easy CTA — What else would you wish to know? That one query sparked a wealthy dialog and surfaced a number of new content material concepts.
My teammate, Tamilore Oladipo, shared an analogous experiment on the Buffer weblog: she turned a single group alternate into per week’s value of posts.
That’s the ability of staying near your viewers.
Bringing your group in doesn’t simply make it easier to generate content material, it provides you an opportunity to land and increase: to strengthen your current pillars and department into new, related clusters as they emerge.
I handled every little thing round me like content material
One of many greatest mindset shifts I made was this: content material isn’t simply one thing you sit right down to create, it’s one thing you discover.
I began treating the world round me as a working financial institution of inventive prompts. Each object, each reminiscence, each tiny second held potential if I paid shut sufficient consideration.
Take the marble coaster on my desk, for instance. At first look, it’s simply decor. However look nearer and it holds the very first podcast art work I ever designed — for The Lavender Repair, my self-improvement podcast. That coaster might simply anchor a submit about how I started my podcasting journey, how I got here up with the identify, or why I made particular design decisions as a first-time creator utilizing Canva. It’s a narrative starter.
As soon as I adopted this lens, every little thing turned a bridge — a solution to join the current with previous experiments or future concepts. That shift made me extra observant, and it sharpened my storytelling instincts.
It additionally nudged me into extra visible pondering. I discovered myself reaching for my cellphone extra typically to seize a photograph that might complement a submit. Over time, my content material advanced from purely text-based to extra layered, visible storytelling — with out ever feeling compelled.
I challenged myself to note extra, and with that, my posts turned extra visible. Step by step, I started layering photographs into my text-first content material, including a inventive dimension to my workflow I hadn’t anticipated.
I carved out time to replicate deliberately
I let the content material stew simmer, and went for a stroll. Not actually. Please don’t go away a pot on the range and head out the door!
However metaphorically, I did that daily. My each day walks helped me create house for the concepts to reach.
I made it a behavior to stroll 10,000 steps every morning — no distractions, simply me and my ideas. These walks turned a ritual for reflection. I’d course of high priorities, sketch out marketing campaign concepts, mentally write e-newsletter intros, and a lot extra.
With a transparent thoughts and no agenda, concepts surfaced extra freely. I’d jot down fast ideas in my notes app, and by the point I bought residence, I’d typically have the makings of 5–10 posts. This very weblog define? Stroll-born!
Personally, this method created house for my greater concepts to incubate. It gave me time to course of any rising ideas, and return to them with readability. That is what Tiago Forte refers to as constructing a “Hemingway bridge” in his e-book, Constructing a Second Mind: ending your inventive classes (in my case, a stroll) in a manner that makes it simpler to renew later. As an alternative of ranging from scratch every time, you decide up proper the place you left off, with readability and context intact.
So, let the stew simmer, go for a stroll, and let your ideas breathe. Then, get again to the kitchen.
I leaned into efficiency information
Keep in mind after I stated I’m a inventive marketer with a progress advertising and marketing wired mind? That is the place that got here into play!
I’ve all the time regarded for methods to attach story to sign, and information turned the coach behind my consistency. And with Buffer’s LinkedIn private profile analytics (which, by the best way, we simply launched this month!), I developed a transparent sense of how my posts had been performing week-over-week.
And right here’s the factor about numbers: they let you know what your intestine can’t.
A few of my most high-performing posts had been the only — low-lift, low-effort ideas that sparked far more dialog than my extra nuanced items. That’s the fantastic thing about information. It challenges your assumptions and provides you the arrogance to maintain going.
You’ll be able to’t plan virality, however you possibly can plan mentality round what will get you there.
By monitoring the proper alerts, I used to be in a position to construct on what labored, form my technique, and compound my momentum over time.
Lastly, bringing all of it collectively
Ultimately, it wasn’t one huge second that modified every little thing; it was the compounded affect of small, constant actions.
Now, 356 days into that consistency streak, right here’s the place I’ve landed:
- 1,214,768 impressions
- 313,550 members reached
- 27,430 engagements
- 684.2% viewers progress
So much has modified, and I’ve discovered greater than I anticipated.
Whereas I nonetheless take into account myself an aspiring LinkedIn creator, this previous 12 months has taught me loads. Becoming a member of Buffer gave me the house — and the assist — to lean into content material extra deliberately. Plus, being surrounded by a staff of inner creators at Buffer means I’m by no means quick on inspiration, encouragement, or a reminder that we’re all figuring it out as we go.
I’m all the time seeking to develop, experiment, and be taught from others.
My subsequent milestone on LinkedIn? 20K!
In the event you’re on an analogous path, or simply beginning out, I’d love to listen to from you! You could find me on LinkedIn or on my web site.
