The LinkedIn content strategy top brands use in 2026

What makes LinkedIn an important social media platform for your brand

LinkedIn has become much more than a place to upload your CV.

Today, it’s where people discover new companies, follow industry experts, research potential partners, and often decide whether a business is worth paying attention to. Before booking a demo or reaching out, many buyers will check your LinkedIn presence to see what your company is talking about and whether you have something valuable to say.

That’s why LinkedIn has become such an important channel for brands:

1. You can reach the right people
2. It helps people trust your brand
3. Your content keeps working after you publish it
4. It’s not just about getting customers
5. People want to hear from people 

1. You can reach the right people

Unlike many other social media platforms, LinkedIn is built around professional connections. Your content has the chance to reach founders, executives, marketers, recruiters, buyers, and other decision-makers without needing a huge advertising budget.

2. It helps people trust your brand

People rarely buy from a company they’ve just discovered.

By regularly sharing useful insights, customer stories, lessons learned, or your perspective on what’s happening in your industry, you give people a reason to remember you. Over time, that familiarity turns into trust.

3. Your content keeps working after you publish it

A good LinkedIn post doesn’t disappear after a few hours. It can continue generating comments, shares, profile visits, and website traffic for days or even weeks as people keep engaging with it. In fact, the average LinkedIn post received 1.74 engagements in 2025, up from 1.57 the year before, showing that engagement on the platform continues to grow.

And it’s not just posts. LinkedIn articles can also rank in search engine results, helping you reach people actively looking for information on your topic. A recent study found that AI search engines frequently cite LinkedIn content, making it one of the most visible platforms in AI-powered search results. Every piece of content becomes another opportunity for someone to discover your business.

4. It’s not just about getting customers

A strong LinkedIn presence can help with much more than lead generation. 

Many companies use LinkedIn to:

• Attract new talent
• Build their employer brand
• Announce product launches
• Strengthen customer relationships
• Grow their founders’ personal brands
• Create new partnerships

One content strategy can support several business goals at once.

5. People want to hear from people

One of the biggest shifts on LinkedIn over the last few years is that polished corporate messaging doesn’t perform as well as it used to. People engage with stories, opinions, lessons learned, and content that feels like it was written by an actual person.

The brands doing well on LinkedIn understand this. Instead of treating the platform like another advertising channel, they use it to start conversations and share what they’re learning.

Top brands killing it on LinkedIn in 2026

If you want to improve your LinkedIn strategy, don’t start by looking at brands with millions of followers. Start by looking at brands that consistently publish content people actually engage with.

The companies below have built recognizable voices on LinkedIn. Their posts don’t all look the same, but they follow a similar approach. They know their audience, they stick to a few key topics, and they rarely make every post about their product.

You don’t need to copy what they’re doing. Instead, look at why their content works and think about how you can apply the same principles to your own brand.

Let’s look at five brands that are doing LinkedIn particularly well in 2026 and what you can learn from each of them:

1. Wiz
2. Tl;dv
3. Ramp
4. Ahrefs
5. Deel

1. Wiz

Wiz is one of the best examples of how a highly technical company can still have a fun, recognizable presence on LinkedIn.

The company specializes in cloud and AI security, but instead of filling its feed with product updates and technical jargon, it turns complex topics into content people actually want to read. 

When the team discovers a new security vulnerability, they explain what happened, why it matters, and what people can learn from it. Even if you’re not a cybersecurity expert, you can still follow the story.

Just as importantly, Wiz makes its experts visible. Instead of only posting from the company account, it regularly puts researchers and engineers in the spotlight through recurring content series, interviews, and videos. 

The “Autocomplete Confessions” series is a great example. It takes security experts, adds a light-hearted format inspired by Google’s autocomplete suggestions, and makes technical knowledge much more approachable.

The company also isn’t afraid to show its personality. Alongside research and industry news, you’ll find posts celebrating employees, company culture, and community initiatives. It creates a feed that feels human, without losing credibility.

What you can learn from Wiz

• Turn technical expertise into stories people can easily understand.
• Create recurring content series that people recognize and look forward to.
• Let your employees become the faces of your brand.
• Mix educational content with culture, personality, and behind-the-scenes moments so your feed feels varied instead of repetitive.

2. tl;dv

tl;dv is an AI meeting assistant that records meetings, generates transcripts and summaries, and helps teams find important moments without having to rewatch entire calls. Since the product is built around meetings and workplace productivity, almost everything they post ties back to those themes.

What makes their LinkedIn strategy stand out is that they don’t market the product in a traditional way. Instead of constantly talking about features, they create content that anyone who spends their day in meetings can relate to. You’ll find workplace jokes, memes, videos,conference content, and light-hearted observations alongside product updates.

Another thing tl;dv does really well is making its employees part of the brand. Team members like Renée Shaw and Ian Evans have become familiar faces on LinkedIn, regularly sharing content that’s then reposted by the company page. 

Rather than building separate personal brands, their content strengthens the tl;dv brand itself. It creates a consistent voice and makes the company feel much more human.

The content is also refreshingly simple. A joke about email sign-offs. A funny post from Cannes Lions. A webinar promoted through a casual video instead of a polished advertisement. It never feels like they’re trying too hard, and that’s exactly why it works.

What you can learn from tl;dv

• Make your content about your LinkedIn audience’s everyday experiences, not just your product.
• Give employees a visible role in your content strategy.
• Use humor and internet culture when it fits your brand.
• Keep your content simple, relatable, and easy to engage with.

3. Ramp

Ramp is a finance automation platform that helps businesses manage corporate cards, expenses, accounts payable, procurement, and financial operations in one place. It’s not the most exciting category on paper, but you’d never guess that from their LinkedIn page.

Instead of talking about finance software, Ramp talks about the problems finance teams deal with every day. Expense policies, approvals, company spending, reimbursements, procurement, and budgeting become the starting point for content that feels useful instead of promotional.

One thing Ramp does particularly well is product marketing. Rather than announcing a new feature, they build a story around the customer problem first. 

When launching a solution for construction companies, they introduced “Carl the Controller”, a fictional character dealing with disconnected systems and messy expense management. The product naturally becomes the solution, instead of the entire story.

They also know when to keep things simple. A post pointing out that “Reasonable expenses” isn’t actually a policy turns into an educational conversation about building better expense policies, while still showcasing one of their tools. 

And mixed between educational content are lighter posts that tap into internet culture, like joking that someone wearing Meta’s smart glasses probably “expensed these.” It has nothing to do with expense management on the surface, but it immediately connects the joke back to their product.

Ramp understands that not every post has to sell. Some educate, some entertain, and some promote the product. That mix keeps their feed interesting without making it feel like a constant stream of advertisements.

What you can learn from Ramp

• Start with the customer’s problem, then introduce your product as the solution.
• Turn product launches into stories instead of feature announcements.
• Use humor when there’s a natural connection to your brand.
• Mix educational, promotional, and lighter content to keep your audience engaged.

4. Ahrefs

Ahrefs is best known as an SEO platform, but its LinkedIn strategy goes well beyond search engine optimization. Instead of focusing on product promotion, the company uses LinkedIn to share original research, educate marketers, and showcase the expertise of its team.

One of Ahrefs’ biggest strengths is its original research. The team regularly publishes studies based on its own data, then turns those findings into LinkedIn posts, visuals, videos, and discussions.

By leading with useful insights instead of product messaging, Ahrefs positions itself as an industry authority while creating content that’s naturally shareable.

Ahrefs also encourages employees to build their own presence on LinkedIn. Team members like Ryan Law regularly share experiments, lessons, and practical frameworks, helping position both themselves and Ahrefs as trusted voices in the marketing space.

Instead of relying only on a company page, Ahrefs grows its reach through multiple experts who consistently contribute valuable content.

One thing Ahrefs does particularly well is launching new features by focusing on the outcome first. Instead of listing technical capabilities, they explain what users can achieve, then introduce the product as the solution.

The same approach appears in launches like Brand Radar. Rather than simply announcing a feature, they explain why YouTube visibility in AI search matters first, making the product feel like a natural next step instead of a sales pitch.

Across their page, you’ll notice another pattern: almost every product post is tied to a topic marketers are already discussing, whether that’s AI search, SEO, or content marketing.

What you can learn from Ahrefs

• Publish original research your audience will want to reference.
• Turn one study into multiple LinkedIn posts and formats.
• Encourage employees to build personal brands alongside your company page.
• Lead with the problem or outcome before introducing your product.
• Teach something useful before promoting your solution.

5. Deel

Deel helps companies hire, pay, and manage teams around the world, but its LinkedIn content is much broader than HR or payroll.

Instead of focusing on product features, Deel creates content around the world of work. Remote work, hiring trends, company culture, vacation habits, and workplace data all become topics that their audience genuinely wants to read about.

One thing Deel does particularly well is turning original data into engaging content. In one post, they analyzed how more than 40,000 companies take vacation around the world and shared surprising insights, like how Americans rarely use Summer Fridays or how Brazilians typically take three-week vacations. It’s educational, backed by real data, and naturally encourages people to compare it with their own workplace.

They also know how to build campaigns that people want to participate in. Their “Bless This Desk” giveaway invited people to share photos of their worst work-from-home setup for a chance to win a $2,000 makeover. Instead of simply asking people to like a post, Deel got hundreds of people actively contributing in the comments with their own photos.

That’s what makes their LinkedIn strategy so effective. They combine original research, community campaigns, and relatable workplace content instead of relying on product announcements. Even when they’re promoting their platform, the content feels useful or entertaining first.

What you can learn from Deel

• Turn your own data into interesting stories and industry insights.
• Create campaigns that encourage people to participate, not just read.
• Build content around your audience’s everyday experiences, not only your product.
• Mix research, community engagement, and product marketing to keep your feed interesting.

How I build a LinkedIn content strategy that works in 2026

There isn’t a single formula for success on LinkedIn, but there are a few habits that the best brands consistently get right. Before worrying about formats, hooks, or the algorithm, it’s worth building a strategy that supports your business goals and gives your content a clear direction.

Here’s how to build a LinkedIn content strategy in 2026, based on learnings from best brands:

1. Get painfully clear on who the content is for
2. Decide what role LinkedIn plays in the bigger business strategy
3. Build content pillars around a few repeatable themes
4. Focus on having a point of view instead of trying to sound smart
5. Write LinkedIn posts that feel human
6. Stop treating every post like a sales pitch
7. Rotate between different content formats
8. Build a content calendar before I “need content”
9. Optimize my LinkedIn profile before chasing visibility
10. Focus heavily on conversations, not just posting
11. Create content with the LinkedIn algorithm in mind
12. Track what actually creates momentum
13. Repurpose content instead of reinventing everything
14. Use SocialBee to organize my LinkedIn content strategy

Step 1: I get painfully clear on who the content is for

One of the biggest reasons LinkedIn content falls flat is because it’s written for everyone.

If your target audience is simply “businesses” or “marketing professionals,” your posts will probably be too broad to resonate with anyone. The best LinkedIn content feels personal because it’s written with one specific reader in mind.

Before I think about topics, hooks, or formats, I define exactly who I want my content to attract. That might include:

• Ideal clients
• C-suite decision-makers
• Founders
• Marketers
• Potential partners

Then I dig into what matters to them.

What challenges are they facing? What questions do they keep asking? What would make them stop scrolling and think, “This is exactly what I needed to read today”?

Understanding your audience’s pain points should always come before brainstorming content ideas. If you know what your audience cares about, you’ll never run out of things to write about.

For example, if your audience is founders, they might care about growth, hiring, fundraising, or productivity. If you’re targeting marketers, they may be looking for campaign ideas, new tools, or ways to improve performance. Those insights become the foundation of your content strategy.

The more specific your audience is, the easier it becomes to write posts that feel relevant. That’s why the best LinkedIn content often reads as though it was written for one person, even if thousands of people end up seeing it.

Step 2: I decide what role LinkedIn plays in the bigger business strategy

Posting on LinkedIn shouldn’t be a goal on its own. Every post should support something bigger that’s happening in your business.

Before creating content, I ask myself one simple question: What am I trying to achieve? That answer shapes everything that comes next. 

Depending on the business, the goal might be:

• Thought leadership
• Lead generation
• Personal brand growth
• Company visibility
• Building relationships with customers, partners, or future hires

For example, a founder trying to attract investors will create very different content from a SaaS company looking to generate demo requests. Likewise, a business focused on hiring should spend more time showcasing its people and company culture than talking about product features.

Once your goal is clear, it becomes much easier to decide what topics to cover, which stories to tell, and how you’ll measure success.

Step 3: I build content pillars around a few repeatable themes

One of the biggest misconceptions about LinkedIn is that you need a completely new idea every time you post.

You don’t.

The brands that consistently perform well tend to talk about the same core topics over and over. The difference is that they approach those topics from different angles. That’s what makes their content recognizable.

I like to build my strategy around a handful of content pillars that are closely connected to the business. 

Some of the themes I see performing well again and again on LinkedIn include:

• Client wins
• Customer quotes
• Industry insights
• Lessons learned
• Strong opinions
• Company culture
• Market observations

For example, a customer success story can become a case study one week, a customer quote the next, and a lesson learned a few weeks later. You’re not repeating yourself. You’re giving people another way to understand the same idea.

Having a few clear content pillars also makes planning much easier. Instead of wondering what to post every Monday morning, you already have a framework to work from.

Don’t be afraid to revisit the same topics. Most people won’t see every post you publish, and even if they do, repetition helps build recognition. Over time, your audience starts to associate your brand with a few specific themes, and that’s exactly what a strong content strategy should do.