CONSULTANT CONTENT

What Should Consultants Post on LinkedIn?

Post the things a buyer needs to understand before they feel comfortable starting a conversation with you. The goal is not to look busy. It is to make your judgment visible.

Start with buyer questions, not a content calendar

A consultant usually has enough expertise. The blank-page problem happens because the calendar comes before the buyer. Start with questions prospects already ask before hiring you.

• What problem do you solve better than the obvious alternative?
• What do prospects misunderstand about the problem?
• What expensive mistake do you repeatedly see?
• What does good work look like before the final result appears?
• What should a buyer verify before choosing a consultant?

10 useful post directions

1. A common client assumption you disagree with and why.
2. A decision framework you actually use.
3. A mistake that looks harmless but creates an expensive downstream problem.
4. An anonymized situation that changed how you think.
5. A “before you hire anyone” checklist.
6. What buyers should measure instead of the vanity metric everybody watches.
7. A question a prospect asked this week, answered publicly.
8. A tradeoff buyers rarely realize they are making.
9. What you would do first with a limited budget.
10. A short breakdown of how you diagnose the problem.

The simple rule

If a post could have been written by any consultant in your industry, it is probably too generic. Replace broad advice with your actual observations, choices, tradeoffs, and language.