There are many ways to structure a LinkedIn post (some other frameworks can be found here), but here are a few basic outlines.
Post to drive traffic to a destination
- headline that elicits emotion
- Intriguing information to expand on your first statement and increase reader’s desire to know more + establish yourself as a subject matter expert
- call to value and direct audience to link in comments.
example: https://www.linkedin.com/posts/thibaud-godillot_industriedufutur-startup-operations-activity-6889514299539165184-MB4S
https://www.linkedin.com/posts/nadjakomnenic_lemhero-coldoutreach-leadgeneration-activity-6889912584426848256-MeoR
Personal profile post from a company executive
- headline that elicits emotion
- information that leads audiences to...
- Impactful insight.
- conclusion which should usually be inspiring, and affirm your commitment to a course of action.
Example : https://www.linkedin.com/posts/toinon-georget-6-eme-du-nom_en-18-mois-on-est-passé-de-0-à-3m-de-revenu-activity-6831554958605787137-H8p9
Personal profile with operational information (How-tos)
This sort of post is best coming from an operational person targeting operational people; if you or your target are executives or decision-makers, it is less relevant. However, having managers post regularly using this structure will establish them as experts or even influencers and can therefore have a positive impact on both recruitment and lead conversion.
- headline to elicit emotion — usually a surprising fact or contradiction of a generally accepted principle.
- defend your surprising fact/contradiction