[FAQ]

Hi,

I’m running our company’s LinkedIn page, and I’m struggling to find the right content balance.

I’m getting a lot of pressure from our sales team to post more promotional content—product updates, demo links, and ‘buy now’ type stuff. The problem is, whenever I post that, our engagement tanks.

I know we need to provide value and build an audience, not just spam them. But at the end of the day, we do need to sell.

Does anyone have a good rule of thumb for this? Like a ratio of ‘value’ posts vs. ‘promotional’ posts? I’m just trying to keep the feed from feeling like one long advertisement. Thanks in advance.

[Jeff Bullas]

That’s the central problem for every company page.

Quick Answer: A good starting point is the 80/20 rule. Eighty per cent of your content must provide value to your audience, while twenty per cent can be promotional.

You must see your page as a media channel, not a billboard, which means using different content formats for different goals.

The eighty per cent value component is where you build trust, and it should be a mix of formats. This includes insightful text-based posts that teach your audience something, behind-the-scenes image content that humanises your brand, and employee-spotlight video content that showcases your company culture. These formats are designed to earn audience engagement and loyalty. Only after you have consistently delivered that value have you earned the right to use the other twenty per cent of your content. This is where you post your promotional formats, such as a polished video demo of your product, a text-based case study with a link, or a clear call-to-action image. This mix works because the high-value content builds an audience that will tolerate, and even act on, your promotional content.

Cheers,

Jeff

[Author]

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