How to Structure LinkedIn Posts for Authority & Engagement

 Why do some LinkedIn posts go viral while others get ignored? When many people consider how to write a good Post on LinkedIn, one that is widely shared and gets lots of engagement, they conclude that it comes down to luck. Right content, right time. And though luck is a factor, almost every good post on LinkedIn has one thing in common.

Storytelling.

Humans love stories. We love seeing how other humans react to challenges. It is through those reactions that character is formed.

Stories are fundamental to how we view the world. They make up a framework for how we interpret our own lives and how we judge others. When we sense the beginning of a good one, we are compelled to see what will happen.

Yet the people who stand to gain the most from storytelling on LinkedIn–like SME owners and junior executives–often fail to lead with story. Maybe they don’t appreciate the value of a good story. Or maybe they struggle with how to frame stories properly. Probably they simply don’t have the time.

But with the proper framework, anyone can tell a good story, displaying character that people admire, and building trust in their core audience.

No one logs onto LinkedIn hoping to read another corporate press release or a list of generic marketing tips—or worst of all, some lazy, AI generated post. Rather, they’re there to engage with and understand real people, real experiences, and real insights.

A well-crafted story creates an emotional connection, making your audience feel like they’re experiencing the journey with you. Stories are about reacting to challenges, and if they can relate to your reaction, they will feel closer to you.

Example:

❌ Generic Post: “Leaders should always listen to their employees.” (Low engagement)

✅ Storytelling Post: “Last year, I almost lost my best employee because I assumed they were happy in their role. I was wrong. Here’s what I learned about leadership…” (High engagement)

Stories like these have the making of a good post on LinkedIn. They feel real and relatable—because they are real and relatable. For that reason, they’re more likely to spark conversation and improve engagement.

LinkedIn’s algorithm is designed to prioritize content that keeps people engaged. The more time someone spends reading, commenting, or reacting to your post, the more LinkedIn will boost it to a larger audience. That’s why storytelling is key to writing a good post on LinkedIn. A good story keeps people interested until the end. 

How storytelling boosts engagement:

1) Increases dwell time – People spend longer reading a compelling story.
2) Encourages comments – Personal stories invite discussion and relatability.
3) Gets shared more often – People share stories that resonate with them.

When your post performs well, LinkedIn pushes it to 2nd and 3rd-degree connections, expanding your reach beyond your immediate network.

Thought leadership isn’t about sounding smart—it’s about showing experience and wisdom.

This is where the writing mantra of “show don’t tell” applies to writing a good post on LinkedIn.

Instead of posting “5 LinkedIn Growth Tips,” a well-told story about how you used LinkedIn to land a major client will position you as an expert without sounding like everyone else.

Example:

❌ Generic Advice: “Consistency is key on LinkedIn.”

✅ Storytelling Post: “For six months, I posted on LinkedIn every single day. At first, nothing happened. Then, a client messaged me out of the blue, and I closed a $30K deal. Here’s what changed…”

When you tell authentic stories with valuable insights, people start seeing you as a go-to expert, not just another voice in the crowd.

Most LinkedIn users struggle to write a good post on LinkedIn, because they struggle with storytelling. They don’t know how to structure a simple story. They either jump straight to the lesson, making the post dry and forgettable, or they ramble without a clear point.

That’s why you need a simple, repeatable 4-part storytelling framework—a structure that ensures your LinkedIn posts are engaging, valuable, and easy to read.

Here’s how it works:

Your first sentence determines everything. If it’s boring, people scroll past. If it’s intriguing, they click “See More”—which is exactly what you want.

Examples of Strong Hooks:

• Curiosity-driven: “I almost shut my business down last year.”
• Contrarian: “I used to think LinkedIn was a waste of time. I was wrong.”
• Personal challenge: “I lost a $50K deal because of one small mistake.”
• Controversial take: “Networking events are useless. I was recently at one when….”

Pro Tip:

• Use a short, punchy first sentence.
• Avoid corporate-speak or generic intros like “Storytelling is important in marketing.”

Now that you have their attention, make them invested in your story. If you really want to understand how to write a good post LinkedIn post, you must understand conflict. This is where you build tension—describe the challenge, the mistake, or the struggle. 

Sometimes a good LinkedIn post’s hook will already accomplish this, but if it does not, you need to establish the stakes as soon as possible. 

Most conflicts include two elements: A desire and a thing keeping you from that desire. 

Examples:

❌ Weak: “I used to think LinkedIn was a waste of time. I was wrong. Investing the time to build a strong profile has changed my business.”

✅ Better: : “I used to think LinkedIn was a waste of time. I was wrong. I always wanted to have a strong LinkedIn presence, but I could never find the time to create a strategy and stick to it. I was becoming discouraged, but then I found an expert ghostwriter and content strategist…” 

❌ Weak: “Empathy is important in business.” (No context, no engagement)

✅ Better: “I once lost a $50K contract because I failed to read between the lines in a client meeting. The client kept saying they were ‘considering options,’ but I didn’t push for clarity. A week later, they signed with someone else.”

Pro Tip:

• Make it relatable—your audience should see themselves in your story.
• Don’t only talk about work. Try and relate anecdotes from your personal life to your working life.
• Be specific—details make a story feel real and keep people reading.
• Use the word “but” to create conflict.

This is where you share what changed and what you learned. You don’t need a “happy ending,” but you do need a transformation—a shift in thinking, a key realization, or a lesson learned.

Examples:

❌ Weak: “I used to think LinkedIn was a waste of time. I was wrong. Investing the time to build a strong profile has changed my business. I couldn’t have done it without a ghostwriter.”

✅ Better: : “I used to think LinkedIn was a waste of time. I was wrong. I always wanted to have a strong LinkedIn presence, but I could never find the time to create a strategy and stick to it. I was becoming discouraged, but then I found an expert ghostwriter and content strategist. Together, we come up with subjects and he handles the execution. It’s allowed me to consistently post engaging content on a regular basis, helping me achieve my goals.” 

❌ Weak: “So I learned that listening is important.” (Too vague)

✅ Better: “That moment changed how I approach sales. Instead of assuming a deal is going well, I now ask direct questions like: ‘What would stop you from signing today?’ This one shift has helped me close more deals—and avoid losing business due to assumptions.”

Pro Tip:

• Keep it actionable—readers should walk away with a clear insight they can apply.
• Make it personal—this is what makes you stand out from generic “thought leadership” content.

Your story shouldn’t just end—it should invite engagement. A good post on LinkedIn often has a great CTA that either:

1) Encourages conversation → “Have you ever had a similar experience? Drop a comment below.”

OR

2) Prompts action → “If you want help with X, let’s chat.”

Examples of Effective CTAs:

• Engagement-focused: “What’s a business lesson you learned the hard way? Comment below!”
• Lead-generation: “Struggling with LinkedIn content? Let’s connect and talk strategy.”
• Conversation-starter: “What’s your biggest challenge when it comes to sales conversations?”

 Pro Tip:

• Avoid weak CTAs like “Let me know your thoughts.” Instead, be specific and guide engagement
• Want more reach? Encourage comments, not just likes. Comments signal to LinkedIn that your post is valuable.

So, How do You Write a Good Post on LinkedIn?

Now you know. You tell a good story, one with a strong hook, some clear conflict, and a resolution that shows how the conflict changed you.