I’m currently going through Justin Welsh’s LinkedIn OS course for the second time.
The first time, I went through it quickly to get an overview of his strategies. This time, I’m diving deeper—taking action, refining my writing approach, and ensuring that I’m equipped with the right techniques when I start posting consistently.
It’s been over six months since I decided to start writing on LinkedIn. But instead of rushing into it, I wanted to be intentional.
I’ve spent over two decades in digital marketing, so I know that strategy matters just as much as execution.
Writing online is no different. To succeed on LinkedIn, I realised I needed a structured approach to content creation, and Welsh’s framework has been incredibly valuable in that regard.
One of my biggest takeaways? The power of diverse writing styles.
Different types of content resonate with different audiences, and by mastering various formats, I can increase engagement, spark deeper conversations, and expand my reach.
The 8 writing styles that can transform content
Justin outlines eight key writing styles to boost engagement and establish thought leadership. Each serves a unique purpose and is crucial in crafting compelling LinkedIn posts.
Here’s how I’m incorporating them into my strategy:
1. X vs. Y: Comparing two concepts
Side-by-side comparisons simplify complex ideas, helping the audience make informed decisions. These posts work well because they naturally encourage engagement—people often want to decide which side they prefer.
How to use this style:
- Compare two strategies (e.g., "Inbound Marketing vs. Outbound Marketing")
- Weigh the pros and cons of two tools (e.g., "LinkedIn Articles vs. LinkedIn Posts")
- Debunk myths (e.g., "Why More Followers ≠ More Revenue")
2. Listicle: Providing structured information
People love structured, scannable content. Listicles are a fantastic way to present ideas in a digestible format, making them easy to consume and share.
How to use this style:
- “10 Mistakes Professionals Make on LinkedIn”
- “7 Ways to Build Thought Leadership on Social Media”
- “5 Books Every Content Creator Should Read”
3. Observation: Sharing unique insights
Sometimes, the smallest observations lead to the biggest insights. This style allows for relatability and authenticity, making it a great way to connect with your audience.
How to use this style:
- Share an industry trend you’ve noticed
- Reflect on a lesson from a past experience
- Discuss something surprising from your daily work
4. Motivational: Inspiring through personal stories
Motivational content does exceptionally well on LinkedIn because people relate to human stories. It allows you to build deeper emotional connections with your audience.
How to use this style:
- Talk about a time you failed and what you learned
- Share a turning point in your career
- Encourage others with a story of persistence
5. Actionable: Teaching practical skills
If your audience walks away with something they can immediately apply, they’ll keep coming back for more. This style builds trust and authority because it positions you as someone who delivers value.
How to use this style:
- Create a beginner’s guide (e.g., “How to Optimize Your LinkedIn Profile”)
- Share a proven framework (e.g., “The A.I.M. Framework for AI-Assisted Writing”)
- Offer checklists and templates
6. Analytical: Breaking down data
Data-driven content adds credibility and establishes you as a thought leader. People appreciate insights that are backed by evidence rather than opinions alone.
How to use this style:
- Analyze trends (e.g., “How LinkedIn’s Algorithm Has Changed in 2025”)
- Break down key industry stats (e.g., “What the Data Says About LinkedIn Engagement”)
- Use surveys and polls to back up your insights
7. Contrarian: Challenging conventional wisdom
Some of the most engaging content goes against the grain. A contrarian approach sparks debate and attracts attention because it challenges assumptions.
How to use this style:
- Challenge common advice (e.g., “Why You Don’t Need a Huge Following to Succeed”)
- Disagree with mainstream trends (e.g., “Is Personal Branding Overhyped?”)
- Offer a fresh perspective on an old concept
8. Present vs. Future: Predicting trends
Forward-thinking content establishes you as a visionary in your industry. People want to know what’s next; if you can articulate that well, they’ll see you as a go-to resource.
How to use this style:
- “How AI Will Change Content Marketing in the Next 5 Years”
- “The Future of Work: What Professionals Need to Know”
- “Will LinkedIn Replace Traditional Resumes?”
Why This Matters for LinkedIn Content Creation
The biggest takeaway? Writing isn’t just about sharing thoughts—it’s about structuring them to maximise impact.
By using a mix of these writing styles, I’m setting myself up for:
- Stronger audience connection - Crafting content that resonates and adds value.
- More engaging discussions - encouraging deeper conversations around key topics.
- Better positioning - Establishing credibility even before I start posting consistently.
I’m excited to implement these styles as I write consistently on LinkedIn and see which resonates most on the platform.
