Five types of post,
five different structures.
A post that admits a mistake and a post that argues a position are built differently, because they are asking the reader for different things. The structures below are the running order each type tends to need, with the reasoning attached so you can adjust it deliberately rather than by accident.
The job
Attach your expertise to something the audience is already thinking about, before the window closes.
When to use it
Within 24 to 48 hours of the news. After that, interest has moved on and your post reads as old news.
Rhythm
Fast, factual, opinionated. Shorter than your usual. Get to the implication in the first third.
Where it goes wrong
Repeating the news instead of interpreting it. Everyone has read the headline. Your value is the second-order consequence for a specific group of people.
Click any block to see why it is there
As it appears in the feed
Ingrained Digital
B2B growth and content, Manchester
5h · 🌐
LinkedIn confirmed last week that hashtags no longer drive discovery on the platform. …
Tap “see more” to read it whole, exactly as a reader would have to.
What every post needs, whatever the job.
1
Line one
Stops the scroll. Concrete, under 120 characters, no preamble.
2
Line two
Builds on line one and gives a reason to keep reading. Never a summary.
3
The middle
Where reading time is won or lost. Short paragraphs, one idea each, specifics over adjectives.
4
The turn
The point at which the reader learns something they did not know. Every post needs one.
5
The close
An instruction, a question only one type of person can answer, or a line worth resharing.
One idea per post
Specificity is the whole craft
Read it aloud before posting