A LinkedIn content calendar for B2B firms

Key takeaways

A LinkedIn content calendar for a small B2B firm usually runs two to four posts a week, spread across expertise, proof and people, with posts from staff and founder profiles planned alongside the company page. Personal posts usually reach further than page posts. Plan for the long buying cycle: most posts build trust with buyers who will buy later.

• 2 to 4 posts a week across the page and key people.
• Personal profile posts usually reach further than page posts.
• Expertise, proof and people pillars suit B2B buyers.
• About 95% of B2B buyers are out of market at any time.

What should a B2B LinkedIn calendar include?

Include three pillars: expertise (how you think about your clients' problems), proof (results, projects and testimonials, with permission) and people (the team and how you work). Add occasional offers, events and hiring posts. Text posts with one image, document carousels and short videos all work on LinkedIn.

• How to build a monthly social media content calendar
• LinkedIn strategy for UK small businesses

How do you plan the page and personal profiles?

Plan them in the same calendar, with an owner column for each person. The company page carries proof, news and hiring; founders and senior staff carry opinion and expertise in their own voice. A post on a personal profile can share or link to the page's post. Do not ask staff to post on a schedule they did not agree to.

• A founder's LinkedIn posting calendar
• Employee advocacy for small businesses done properly

When should you post on LinkedIn?

Post on working days, when B2B buyers are at work, and check your own analytics for the best hours. Plan around B2B quiet periods such as August and the week between Christmas and New Year. Be ready to reply to comments in the first hour, which matters on LinkedIn.

• The best time to post on social media in the UK
• How to schedule LinkedIn posts for the month

How do you plan for long buying cycles?

Plan most posts for buyers who will buy later. The LinkedIn B2B Institute's 95-5 rule estimates that about 95% of business buyers are out of market at any time, so a calendar that only sells reaches the 5%. Keep the expertise and proof steady, and add direct offers in short bursts.

• Tie your content calendar to business goals

When is LinkedIn the wrong main platform?

LinkedIn is the wrong main platform if you sell to consumers, local households or young audiences who are not on it for buying decisions. B2C firms can still use it for hiring and partnerships, but should not plan their main calendar there.

What does this look like in practice?

A pattern in UK B2B: the company page posts news twice a week to a few hundred people, while the founder, who has thousands of relevant connections, never posts. Moving expertise posts to the founder's profile and keeping proof on the page usually reaches more of the right buyers.

• See client work
• Social Media Marketing for UK businesses

LinkedIn calendar checklist

• Plan two to four posts a week.
• Use expertise, proof and people pillars.
• Plan page and personal profiles together.
• Post on working days and reply in the first hour.
• Plan for buyers who will buy later.

• One calendar for several social media platforms
• An Instagram content calendar: feed, Reels and Stories

Next step

List who in your firm has the most relevant LinkedIn connections. Plan one expertise post a week for them next month, alongside the page's proof posts.