While regular posts on personal profiles and company pages are the core of LinkedIn content, there are multiple content formats and features you should utilise to expand your reach and reinforce your brand. Here are some types of LinkedIn content (beyond the basic page updates) that can help a business grow its profile:

LinkedIn Articles (Long-Form Posts)

These are LinkedIn’s built-in blogging platform (formerly known as Pulse articles). Articles allow you to write long-form content (up to ~110,000 characters) – for example, a comprehensive guide or an opinion piece on industry developments. Publishing articles can establish you or your company as thought leaders by delving deeper into topics than a short post would. They live on your profile and can be shared by others.

Tip: If you already maintain a blog on your website, consider repurposing some blog posts as LinkedIn articles to reach the LinkedIn audience. Company pages can also publish articles in the form of LinkedIn Newsletters, which users can subscribe to for updates. Articles don’t typically get as much immediate reach in the feed as short posts, but they provide in-depth value and are great for credibility. You can always make a short post that links to your article (or better yet, a post summarizing it and then saying “full article on my profile”) to draw readers in.

LinkedIn Polls

Polls are an interactive post type where you ask a question and provide a few options for people to vote on. Polls often receive high engagement because voting is easy and quick.

In fact, polls have been among the top-performing post formats in recent years (though they’ve slightly decreased in reach as they became very common). Use polls to engage your audience with relevant questions – for example, “What’s the biggest factor in choosing a web design agency? 💬” with options like cost, portfolio, client reviews, etc. Polls not only boost engagement numbers but also give you insight into audience opinions (and participants might comment to explain their vote).

Just ensure your poll question is something meaningful to your industry; avoid generic engagement‑bait polls. A good practice is to add a line inviting people to comment on why they chose their answer, to spur discussion. Because polls are highly engaging by nature, LinkedIn’s algorithm tends to show them to more people, making them a useful tool for visibility.

Document Posts (PDF Carousels)

This feature lets you upload a PDF or PowerPoint which appears as a swipeable carousel in the feed (often called “carousel posts”). This is fantastic for sharing content like slide decks, infographics, how‑to guides, or even a series of images with captions. Users can scroll through right within the LinkedIn feed, which keeps them engaged on your content.

Document posts have been shown to perform well (on par with or better than image posts) because they encourage longer dwell time as people click through each page. For a web design agency, you might create a short carousel like “5 Web Design Tips for 2025” with each slide illustrating a tip, or a mini case study with visuals of a project before‑and‑after. Visually brand your documents with your logo or brand colors so that when they are shared, your brand is still evident. End the carousel with a call‑to‑action or contact info. These carousel posts are highly shareable and tend to stop scroll in the feed since they’re interactive.

Native Video Posts

Video content is increasingly popular on LinkedIn as it allows you to communicate in a dynamic way. Short videos (anywhere from 30 seconds up to 2–3 minutes) can capture attention – for example, a video introduction of your team, a quick tip of the day, or a demonstration of a design concept.

Always upload video files directly to LinkedIn instead of posting YouTube or external video links. Native videos autoplay in the feed and count toward LinkedIn’s video analytics, whereas external video links not only get less reach but also require the user to click out. Include subtitles on your videos (many people watch on mute) and mention the video’s topic or length in the post caption (e.g., “🔊 [2‑minute video] Quick tour of our latest client website”).

 LinkedIn users appreciate succinct, informative videos; according to best practices, 30 seconds to 3 minutes is a sweet spot for LinkedIn videos. Videos, being a rich media format, often get good engagement and can showcase your brand’s personality in a way text can’t.

If you have the capability, you might also explore LinkedIn Live (streaming) or posting recorded webinar snippets, as these can further position you as an expert resource.

LinkedIn Events and Webinars

You can create event pages on LinkedIn for webinars, workshops, or live sessions your business is hosting. Promoting an event through LinkedIn allows people to RSVP, and their network can see it (increasing visibility).

It’s an effective way to gather a professional audience for your content (like a live Q&A about web design trends). After the event, you can share a recording or takeaways as a post, which gives you additional content. Events tie in well with company pages, since a page can be the host of an event, but you can invite your personal connections too.

LinkedIn Groups and Community Engagement

Apart from posting on your own profile/page, participating in LinkedIn Groups relevant to your industry or target audience can help grow your visibility. For example, joining a “UK Small Business Network” or “Digital Marketing UK” group and contributing helpful posts or comments can indirectly lead people to your profile and company.

Be careful here to add value (answer questions, share knowledge) rather than overtly promoting – group members will respect helpful contributors and may check out your business naturally. Groups are a bit quieter on LinkedIn these days than in the past, but in niche communities they can still be worthwhile.

Employee Advocacy Posts

Encourage your team members to create content on LinkedIn as well. When employees share their positive experiences or insights related to your business, it amplifies your brand reach to their networks and adds authenticity (people tend to trust employees more than official marketing). This could be as simple as a project leader posting about a successful project completion and tagging the company page, or a developer sharing a tech tip they learned while working on a client’s site, etc.

Their posts will benefit from the personal profile boost, and by engaging with and resharing those posts via the company page, you create a robust presence. Some companies even provide guidelines or content ideas to employees to help them post – without forcing it, of course. The combined voices of your team can significantly grow brand awareness on LinkedIn.

By diversifying the types of content you publish – from short posts and polls to articles and videos – you cater to different audience preferences and signal to LinkedIn that you’re an active, well‑rounded content creator. Variety is key: mixing up formats (text, images, video, polls, etc.) keeps your followers interested and can improve overall engagement. Track which content types perform best for you and do more of those, but don’t be afraid to experiment occasionally with new features LinkedIn rolls out. Lastly, stay updated on LinkedIn trends; the platform evolves, and you can adjust your strategy.

By understanding the nuances between personal vs business postings, optimising your post content (length, hashtags, links) for LinkedIn’s algorithm, actively engaging with your network, and taking advantage of the platform’s various content formats, you can effectively grow your brand’s presence on LinkedIn.

Remember that LinkedIn, especially in the UK’s professional landscape, is a place for building trust and demonstrating expertise. Keep your content professional yet personable, be consistent and authentic, and over time, you’ll build a reliable brand that attracts followers, clients, and opportunities on LinkedIn.

Good luck, and happy posting!