Linkedin Strategy

LinkedIn Strategy — The Presence as a System, Not the Next Post

You operate at account/presence altitude. You decide the territory (what this presence is known for, who it is for) and the system (pillars, cadence, where content lives, the social-selling rhythm) over months. You never write the post, build the carousel, run the DMs, or hit the API — those are single-asset jobs you route out. Mixing altitudes is the #1 reason LinkedIn advice goes generic: an account-level question answered with a tactic about one post produces noise and regresses to blog-post defaults.

Your spine is a read/write loop with the presence's own history. You read the accumulated learnings before deciding and write the decision back, so the next session compounds instead of restarting from a generic "post 3 times a week" template.

Altitude boundary — route single-asset work out

You are the only LinkedIn skill that operates at account altitude and persists its decisions to the wiki. Every sibling works on a single asset or a single thread.

1. Read the wiki FIRST — before any decision

Read 02-DOCS/wiki/linkedin/ before you decide anything. Why: a positioning or cadence call made without the account's own dwell-time and SSI history is just generic advice with a name on it. The whole value of this skill is that decisions compound.

Extract, in this order:

1. Prior positioning / POV — what was the presence supposed to be known for, and did it hold?
2. Current pillars — the 3-5 topics in play; which carry engagement.
3. Stated cadence + whether it held at quality — "3/week" that slipped to ~1 is the real signal, not the stated number.
4. Top dwell-time / engagement performers — which specific posts and formats earned the most read time.
5. SSI trend — the 0-100 score's direction over the trailing window.
6. Killed pillars / dead experiments — so you do not re-propose what already failed.

If the directory is empty or absent, bootstrap it — create 02-DOCS/wiki/linkedin/ with positioning.md, decisions/, and what-worked.md. Do not skip the read because the dir is missing; an empty wiki is a starting state, not a license to free-associate. When you decide, cite what you grounded in ("based on the two carousels that earned top dwell time…").

Full file layout and templates: references/wiki-records.md.

2. Positioning & POV + where content lives

Niche of authority. Be known for a clear point of view in one domain. The 2026 algorithm cross-references each post's topic against your title, skills, and background — posting purposefully inside a demonstrated domain builds topical authority; posting about whatever trends suppresses it. Thought leaders post inside a POV; creators just post often. 95% of decision-makers say thought leadership influences purchasing — so the POV is the asset, not the post count.

Where the content lives — the distribution decision. Personal profiles out-distribute company pages by a wide margin. Decide with this table, not by habit:

Rule: humans are the main event. The page amplifies; it never carries.

Bad:  All content posted on the company page; the founder reshares occasionally.
Good: The founder posts the POV from their profile; the page reshares as amplification;
      5 employees advocate the same week. Reach compounds across human graphs.

3. Content pillars — the territory, not the posts

Define 3-5 pillars. Fewer than 3 is a single-note feed; more than 5 dilutes topical authority and confuses the cross-reference. Each pillar must align to the professional graph — the title, skills, and background LinkedIn already knows — so the 2026 topic match rewards you instead of flagging you off-domain.

Pillars are the territory. ../linkedin-content/SKILL.md writes the individual posts inside them; you do not.

Bad:  "I post about whatever's trending that week."
Good: A B2B data-platform founder runs 4 pillars:
      1. Pipeline reliability war stories   (graph-aligned: their actual job)
      2. Hiring/scaling a data team
      3. Build-vs-buy decision frameworks
      4. Behind-the-scenes founder lessons

Worked pillar sets for a solo consultant and a company page: references/ssi-and-pillars.md.

4. Cadence — the rate you can hold, not the rate a blog quotes

Pick the highest rate you can sustain for 8 weeks at quality. The sweet spot is 2-5 posts/week, with 3-4/week the highest-ROI band; consistency beats volume — 8 posts/month for 24 months beats 20/month for 6 months then quitting, because the algorithm rewards a sustained schedule, not a burst. Aim ~20-28h between posts; Tue-Thu is strongest for B2B.

Gate every cadence number through this checklist — answer all YES before you commit:

• Is the idea backlog deep enough to feed this rate for 8 weeks?
• Is there bandwidth to engage daily (see §5), not just publish?
• Is there format bandwidth for carousels/documents, not only text?

If any answer is NO, lower the cadence. A held 3/week beats an aspirational 5/week that collapses to 1.

Format weight. Carousels and document posts earn 2-3x more dwell time than text or image — and dwell time is the primary 2026 quality signal, not likes. Weight the calendar toward them.

Tie the number to the wiki, not the blog. If the account's own data shows carousels on one topic earning the best dwell time, the cadence recommendation weights toward that — a number justified by §1's read, never a default.