How to Create Consistent Content for Your LinkedIn Business Page (Without Burning Out Your Team)
... It's easy as A, B, C!
Not getting much traction on your agency’s LinkedIn business page?
You’re not alone!
And you're not doing anything wrong.
You want your LinkedIn to become a source of new and future clients, right?
Here’s a quick reality check.
Business pages are very necessary for your brand, but rarely go viral!
Engagement is often low.
Like, really low.
But, that doesn’t mean posting isn’t valuable.
In fact, your best prospects are probably lurking around your business page content.
When someone checks out your agency (often after a referral or intro) your LinkedIn page is one of the first things they’ll go scan.
And what they see (or don’t) shapes their impression of you.
If your content is outdated, or just a few fluffy posts scattered over months, you’re silently weakening your credibility.
And the problem is, you won’t even know this is happening.
You’ll get page visitors, but no real engagement.
A bad business page doesn’t deserve a customer’s attention.
The only way to keep your business page updated then … is to keep updating your page.
Which can feel like a big investment of time and effort. For very little reward.
That’s why having a repeatable, evergreen content framework is key.
Not to chase virality.
But to stay present, sharp, and relevant for the people quietly checking you out.
And to allow you to build posts once, then free up your time (or your team’s) to focus on more financially rewarding activity.
There’s two parts to setting up this evergreen cycle.
Create the Evergreen content you need
Set up and automation to schedule and deliver the content ongoing.
In this post, I’ll cover the first step.
To make step 1 easier, I recommend using my ABC Content Framework.
This has been the backbone of post planning for my own business pages, and those of paying clients. Which I’ve been using as my go-to framework for over 4+ years.
I first designed it as a way to keep business pages active to the lookers and lurkers. Without draining my time.
Then realised this worked on client’s pages too.
Trust me, this works.
Let’s get into it!
Part 1: What Are ABC Posts?
Every LinkedIn post (regardless of it’s format) falls into one of these three content types:
A = Awareness
B = Business
C = Community
Once you understand this category structure, you’ll start to spot it everywhere on other people’s business pages. And you’ll have a clear way to plan, mix, and recycle your content with more intention.
Let’s break these categories down in more detail.
A = Awareness
These are *time-sensitive* or *topical* posts. They help your audience stay informed and show that your agency has its finger on the pulse.
Ask yourself:
Is there something industry-relevant people should know?
Are there key dates or events you should mention?
What are you doing right now that’s share-worthy?
Have you been featured, or will be featuring in the news?
Here’s some examples of ‘A’ content:
“Here’s our take on the New regulations in [sector]!”
“We’re heading to [Event] this week - are you going?”
“We just launched something new - here’s a peek.”
B = Business
These are the evergreen posts that help people understand what you do and why you're good at it. They're central to your content library.
Ask yourself:
What do we want to be known for?
What services or results should we remind people about?
What’s working with current clients that we could showcase?
Examples:
Team introductions
Behind-the-scenes of how you work
Your values or manifesto
Customer success stories
Service or product breakdowns
Key messaging and positioning
Tip: These don’t have to be flashy. They just need to be clear, consistent, and authentically your voice.
C = Community
These posts are about connection.
They show your agency is made up of real people who care, collaborate, and give credit where it’s due.
Ask yourself:
Who can we thank, shout out, or acknowledge?
What personal reflections could we share about doing business?
Who are we collaborating with?
What interactions have stood out recently?
Examples:
Thanking your audience for engagement
Sharing lessons learned from working with a client or partner
Shouting out event attendees or collaborators
Introducing clients or contacts to each other
Reflecting on business challenges or wins
Part 2: Getting the Right Mix of ABC Posts
Over a typical month of regular daily posting, you should aim for a mix like this:
10% Awareness (e.g. 3 posts/month)
70% Business (e.g. 20 posts/month)
20% Community (e.g. 6 posts/month)
Why that mix?
Because LinkedIn is a business platform - and most people check out your page to understand your offer, not your opinions.
Business (B) posts should dominate. But not everything should be promotional!
Community and Awareness posts help show personality, connection, and deeper context about you.
They keep your agency human!
Even if you’re not posting daily. A few posts a week should be your minimum, and this ratio should be factored in at whatever post frequency you choose.
Remember, we’ll be automating these posts out in a cycle, so daily posting is something that’s easy to achieve working this way.
How many posts will you need?
Create a list of posts ideas based on the examples and questions above.
You’re aiming to create around 8-weeks of posts. This makes a great cycle. As viewers won’t see the repetition in your feed over this time period.
Now, 8-weeks of posts might sound daunting - but you can build this over a few months. And grow it over time.
Start with 2 post per week. Which is around 9-10 posts per month. Split these by the ratios above and you need:
1 x Awareness post (or leave this out if there’s nothing new's worthy).
7 x Business posts (evergreen, and related to what you do and who you help)
2 x Community posts (find something relevant from the ideas above)
Get these ready. And let’s look at the next part.
Part 3: Build a Repeatable Content Plan
The real power of the ABC strategy is in its simplicity and repeatability.
With this framework, you can:
Batch the creation of evergreen Business posts in one go
Schedule content 6-8 weeks at a time (manually in LinkedIn, or via a tool)
Repost older content with light updates (great for ease of creating content)
Spot gaps and avoid posting the same type of content over and over (mix of A, B and C).
Here are some final planning questions to ask yourself:
Are you currently posting too much of any one type?
What’s missing from your current mix of A, B and C?
What content have you posted that you can reuse or recycle?
What would help your audience feel more connected to you (or more informed)?
In Summary
Use this ABC framework to help support your business LinkedIn page.
Remember:
Keep it Simple.
Stay Visible.
You don’t need to be a content machine.
You just need to stay relevant, visible, and useful.
With an ABC framework in place, your agency’s LinkedIn page can:
Give a strong first impression to lurkers (your potential customers)
Reinforce your offer and positioning
Show your personality and values
Reduce wasted time creating content from scratch
That’s it.
Easy as A, B, C.
Note: I’ll cover the automating of this evergreen in the next article. And add a link here so you can follow back and forth between the two.
Check out my resources page to help creative operators grow their agencies.
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