How I Created My LinkedIn Content Buckets and What I Use Them For

"I've been freelancing for two and a half years. And that's exactly how long it took me to make LinkedIn work for me as a tool to grow my network and get clients. For a long time, I've gotten sporadic results. Discovery calls that led nowhere, very few leads, and a single client with a one-off project. But looking back at how I approached my LinkedIn presence, it all makes sense."

"As a freelancer, it's easy to get lost between 20 different acquisition strategies, client work, and administrative tasks of running your business. Without a structure in place, staying present on LinkedIn easily falls through the cracks. In April, I spoke to a fellow freelancer, Tawni Olson, who told me: "For acquiring new clients, LinkedIn has been the best lever - it helps me stay top-of-mind and has directly led to both referrals and cold inquiries.""

A freelancer spent two and a half years learning to use LinkedIn to grow a network and get clients. Early efforts produced sporadic results: discovery calls that led nowhere, very few leads, and a single one-off client. Inconsistent posting combined impulsive creative bursts with long absences from the platform, producing poor outcomes. Juggling multiple acquisition strategies, client work, and business administration made maintaining a LinkedIn presence difficult. A conversation with a fellow freelancer highlighted LinkedIn's effectiveness for client acquisition and referrals. The freelancer then committed to a system centered around content buckets and set clear posting goals, including connecting with other freelance content professionals and building a personal brand.

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