How to plan your LinkedIn posts
Building a real editorial calendar
You open the feed and find so many content creators. They post every week—sometimes even every day.
How do they do it? How do they find so many things to say?
If you've asked yourself these questions, you're in the right place. Today, we'll take a look at what content creators do behind the scenes.
Last week, we saw that becoming a LinkedIn writer is a gradual process.
At first, you rely on instinct, but eventually, you need a structured approach if you want to stay consistent.
The key is to build an editorial calendar.
This means planning in advance what content to create and when to post it.
How to Build an Editorial Calendar 📅
What I'm going to share with you is my personal method for building an editorial calendar. I use this framework regularly to plan my LinkedIn posts.
Follow the steps below, and write them down somewhere for yourself:
1) Set Your Objective 🎯
Start by writing down your goal on LinkedIn. It doesn't necessarily have to be related to content creation. Think of a two-line sentence that best describes what you hope to achieve by posting.
2) Define Your Niche 🫵🏻
You need to define two key elements:
Topic: What do you want to talk about?
Audience: Who do you imagine would be interested in your content?
These two dimensions determine the size of your niche. There are different schools of thought on this, but I recommend you niche down (see this helpful article).
A common mistake is thinking that by choosing a large audience and covering many topics, you'll gain greater visibility.
In reality, you don’t reach people by enlarging the perimeter—you reach them by clearly defining the boundaries.
The more your niche is isolable, the more it will be recognizable.
The more it's defined, the more it will generate engagement on specific topics.
This approach aligns well with a concept from graph theory: assortativity.
Assortativity refers to the tendency of nodes in a network to connect with other similar nodes.
Studies show that the most promising communities often correlate with high assortativity:
“In networks characterized by high assortativity, information tends to circulate within the same clusters, which can result in rapid local diffusion.” (read more here).
So, if your goal is to create content that spreads, don't aim for a large audience. Aim for small, tightly connected communities.
3) Write a List of Macro-Topics ✍🏻
Start by listing categories of content you could talk about.
Take time to ensure each macro-topic aligns with your niche. For each category, briefly describe what it includes.
A good number to start with is six macro-topics.
4) Define Your Formats 🎦
Not all posts are the same. You can go for:
Short posts
Long-form text
Images
Carousels
And more
Choose between 1 and 3 formats. My advice: start simple with one format. Add more later as you become consistent.
5) Define Your Frequency ⏱️
Will you post monthly, weekly, every two days, daily?
Pick a rhythm that is sustainable for you.
6) Brainstorm Ideas for Each Macro-Topic 💡
For each category defined in step 3, write down 5 specific content ideas.
You should now have about 30 ideas total.
7) Distribute Ideas Across the Calendar ⚖️
Now, assign each idea to a week. For example, if you post once per week:
Pick one idea from the first category → Week 1
Pick one from the second → Week 2
And so on...
Repeat until you've built a balanced mix of topics across the upcoming weeks.
8) Turn Each Idea into a Post 👨🏻💻
Now it's time to develop the actual content. Use the formats you defined in step 4.
Schedule your posts in advance, so you're not writing at the last minute. I recommend staying 2–3 posts ahead.
9) Iterate 🔁
Keep adding new ideas to your calendar as they come to you. The system is meant to evolve with your creativity and insights.
What are you waiting for?
Let me know if this gives you results!