How to Create LinkedIn Content That Actually Brings in Leads

Extra Sauce Agency extrasauceagency@gmail.com
Apr 15
3 min read

TL;DR (Quick Summary)

Great LinkedIn content isn’t just about pushing information—it’s about creating real connections. Your audience should think, “Wow, I want to come back for more.”
Content that generates inbound leads is intentional. It educates, entertains, or inspires while speaking directly to your ideal buyer’s needs.
Both deep expertise and engaging mini-series work. From in-depth written content to video-based storytelling, high-performing brands use different formats to capture attention.
Check out the full guide below for a step-by-step process to turn LinkedIn into your best inbound pipeline driver.

Why Most LinkedIn Content Fails to Convert

Many founders and B2B companies post regularly but struggle to see any real traction from their LinkedIn content.

The mistake? They treat content as an afterthought.

They push out posts because they know they should be creating content—but there’s no strategy, no consistency, and no audience-first approach.

What happens?

Their posts get low engagement.
They don’t attract qualified leads.
They blend into the noise of LinkedIn instead of standing out.

But content can be your most powerful inbound client acquisition system—when done right.

Two people on a virtual call discussing marketing tech stacks. Visible text: "CMO Coffee Talk," "Matt Heinz," "Latane Conant." Cozy office setting.

The 3 Core Elements of High-Performing LinkedIn Content

There’s a simple but powerful formula for creating content that drives inbound leads:

1. It Needs to Provide a Clear "Aha!" Moment

Every post should leave your audience thinking:

"That was valuable. I need to pay more attention to this person."

This can be achieved by:

Educating them on something new
Challenging common misconceptions
Sharing insights that make them rethink a problem

Deep expertise works well on LinkedIn, especially when it’s packaged in an engaging and digestible way.

2. It Must Either Educate, Entertain, or Inspire

People come to LinkedIn for professional insights, but that doesn’t mean they don’t want to be engaged.

Your content should fall into one of these three categories:

Educational: Break down complex industry trends, share frameworks, or teach something actionable.
Entertaining: Create a unique content format, such as a video series or interactive challenges.
Inspirational: Share real experiences, case studies, and personal growth stories that resonate.

For example, at Extra Sauce Agency, we launched a hot sauce challenge series where founders answered business questions while eating progressively spicier hot wings.

This wasn’t just for fun—it generated real pipeline because it was:

Memorable
Engaging
Positioned to showcase expertise while keeping the audience entertained

Man in purple blazer and woman with mic stand near indoor plant display. Text: Best in Show Award Winner: Farmshelf at HX 2019.

3. It Needs to Speak Directly to Your Ideal Buyer

The biggest content mistake? Trying to speak to everyone.

If your content isn’t directly speaking to your target buyer’s challenges, frustrations, and buying criteria, it won’t convert.

To do this effectively, you need a detailed ICP (Ideal Customer Profile) document that outlines:

Decision-makers involved in the buying process
Their daily frustrations that your solution solves
Their buying criteria and evaluation process
What they search for when researching solutions like yours

When your content is aligned with your ICP, it stops the scroll because your audience will feel like:

"This post is speaking directly to me."

How to Structure Your LinkedIn Content for Maximum Impact

1. Hook Them Immediately

The first line of your post must stop the scroll.
Ask a compelling question, make a bold statement, or share an unexpected insight.

2. Deliver an Insightful Promise

Clearly state what the audience will learn or gain from the post.
Set expectations so they keep reading.

3. Give Them The Goods

Identify a problem your audience is facing.
Agitate that problem to make them see its full impact.
Provide a solution or a valuable takeaway.

4. End With a Strong Final Blow

Reinforce the key insight so it sticks.
Make it memorable—use a short, impactful statement.

5. CTA Without Being Salesy (Optional)

Give them a reason to engage, whether it’s commenting, sharing, or DMing you.
Avoid overused calls-to-action like “Click the link” or “Book a call.” Instead, naturally guide them to the next step.