The Painful Reality of Crafting Great LinkedIn Posts

Let’s not sugarcoat it: Writing content for LinkedIn, especially in B2B, is weirdly exhausting.

You want to show up with value, build your brand, and stay top-of-mind for prospects. But it often turns into an emotional rollercoaster of overthinking, second-guessing, and wondering whether the algorithm even knows you exist.

After years of helping brands and founders write for LinkedIn — and doing it myself — here’s what I’ve found makes it so damn hard… and what helps.

1. Consistency Is a Grind, Not a Vibe

Everyone tells you to “post consistently.”

But no one talks about what that means: the weekly stare-down with a blank Google Doc, the last-minute scramble to get something out, or the crushing silence after you pour your heart into a post that gets 12 views and a pity, like, from your colleague.

The truth? Consistency isn’t about motivation. It’s about systems.

What I do instead: I treat it like brushing my teeth — not exciting, just necessary. I block out one hour on Mondays, batch two or three posts, schedule them, and move on with my life.

Some posts perform—some bomb. Either way, I’m building momentum. And momentum always beats perfection.

2. Your Post is Competing with Dogs, Babies, and Billionaires

You think you’re writing for people in your industry. But you're competing for attention with everything else on LinkedIn: inspirational career pivots, AI hacks, wedding photos, and the occasional Labrador who just got promoted to Chief Barketing Officer.

Even in B2B, your audience is people first. And people are scrolling fast.

So, if you want to be noticed, you need a killer first line. A bold hook. Something that stops the scroll and makes someone say, “Alright, I’m listening.”

Then — and only then — do you earn the right to share your insights.

Ask yourself: Would you read your post if it appeared in your feed?

3. The Algorithm Plays Favorites (And You’re Probably Not One)

LinkedIn is like that moody friend who’s sometimes all-in and sometimes ghosts you for days.
One day, your post gets 10,000 impressions. The next, 300. And you're sitting there thinking, "Was it something I said?"

The truth is, LinkedIn's algorithm is constantly changing — and none of us fully understand it. But chasing it will drive you mad.

What works for me?
I focus on what I can control:

• I post native content (no links in the main body — I put them in the comments).

• I pay attention to the first two lines — that’s your headline.

• I try to start conversations, not just broadcast thoughts.

And when a post flops? I let it go. If it leads to one good DM, it did its job.

4. “Professional” Doesn’t Mean “Pretend You’re a Robot”

Here’s where most B2B brands lose the plot.
They confuse “professional” with “formal.” And suddenly, their content sounds like a lawyer wrote it in the middle of a compliance training.

But here’s the thing: People want to connect with people, not polished press releases.

The best posts — the ones that land — feel like a conversation. They’re honest. Maybe a bit raw. Sometimes funny. Often imperfect.

I’ve learned to write like I talk. I share real stories, not just best practices. I let people in on the messy stuff — the failures, the lessons, the behind-the-scenes.

Because when you sound like a person, not a brand, people respond like humans — not scroll zombies.

5. The Goal Isn’t Viral. It’s Valuable.

There’s a temptation to chase likes and views. It feels good when your post gets traction. But that feeling is fleeting — and rarely tied to business outcomes.

Some of my best leads came from posts barely registered in the analytics dashboard. But they struck the right chord with the right person.

Over time, I’ve redefined success:

• Did this post help someone?

• Did it start a meaningful conversation?

• Did it show people what I believe and how I work?

If yes, it was a win.

Viral posts are fun. But valuable posts build trust. In B2B, trust is the real currency.

Final Thoughts: How I Make Peace With the Pain

So, yes, creating great content on LinkedIn is painful.
It’s time-consuming, unpredictable, and sometimes thankless.

But it’s also one of the most potent ways to build your reputation, attract aligned clients, and stay relevant in your industry.

Here’s how I make it sustainable:

• I treat it like a habit, not a high-stakes performance

• I write for people, not the algorithm

• I share what’s real — not just what’s working

• I track conversations, not just impressions

• Most importantly, I give myself permission to hit “post” and move on
  

Because done is better than perfect. And consistent beats viral every time.