EP #048: How to Create a High-Impact LinkedIn Content Plan

Most CEOs waste time on LinkedIn.

They post random thoughts when they have time. Then they disappear for weeks.

That doesn’t work.

The most influential CEOs on LinkedIn have a content plan—so their audience hears from them consistently.

Today, I’m sharing the exact framework we use at Executive Presence to help CEOs build their presence on LinkedIn.

Step 1: Identify Your Content Pillars

If you don’t know what to post, you’ll end up posting nothing.

That’s why you need content pillars—key themes that guide your posts.

A simple way to find yours:

1️⃣ Industry Thought Leadership – What insights, trends, or lessons can you share?
2️⃣ Leadership & Career Journey – What defining moments or leadership lessons shaped you?
3️⃣ Company Culture & Promotion – What stories humanize your company or showcase your work?
4️⃣ Personal Stories – What experiences make you relatable while reinforcing your expertise?

80% of your content should add value. Only 20% should be self-promotional.

Step 2: Find the Topics Your Audience Cares About

Here’s a simple test:

Ask yourself, What keeps my ideal audience up at night?

💡 If you’re a CEO, maybe it’s hiring top talent or navigating industry shifts.
💡 If you’re in sales, maybe it’s closing high-ticket deals or avoiding bad clients.

Your LinkedIn content should solve their problems before they even ask.

Pro Tip: Use your sales calls, client questions, and industry conversations to generate topics.

If your ideal client asked you a question last week—it’s a great LinkedIn post.

Step 3: The Content Calendar CEOs Actually Stick To

You don’t need to post every day. But you do need consistency.

Here’s a low-maintenance posting schedule that works:

📌 Monday: Industry Insight (What’s a trend CEOs need to know?)
📌 Wednesday: Personal Story (What experience shaped your leadership style?)
📌 Friday: Thought Leadership (What’s a common industry mistake—and how do you fix it?)

3 posts per week is enough to stay top of mind.

Can’t commit to that?

✅ Start with 1 post per week.
✅ Block 15 minutes per week to write & schedule posts.

Small wins compound.

Step 4: The #1 Mistake CEOs Make with LinkedIn Content

🚨 They don’t tie their content to their business goals.

Posting just to “be active” isn’t a strategy.

Instead, ask: What do I want my content to achieve?

✔️ Attract customers? Share insights that showcase your expertise.
✔️ Recruit top talent? Talk about company culture and leadership values.
✔️ Build brand authority? Publish bold, opinionated takes on your industry.

Every post should align with your bigger business strategy.

Final Thoughts: The CEO’s Content Plan

🔹 Pick 3-4 content pillars (so you never run out of ideas).
🔹 Create a simple posting schedule (so you stay consistent).
🔹 Write with your ideal audience in mind (so your content resonates).

The result? A LinkedIn presence that attracts inbound leads, builds credibility, and makes your audience trust you.

PS: Want to go deeper? Check out my CEO’s Guide to LinkedIn. This 83-page PDF contains everything I know about LinkedIn… and it’s 100% free.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.