Most people don’t struggle with posting on LinkedIn because they lack ideas.
They struggle because they don’t have a filter.
When I’m deciding what to share, I run everything through four simple prompts I call the 4 B’s:
Be Interesting
Would my target audience actually care about this? Not “I can talk about it,” but “it’s well thought out and worth their attention.”
Be Relevant
Is this connected to what my audience does, where they work, or what they’re trying to solve? Relevance can be industry-specific, role-specific, or even community-specific.
Be Helpful
Does this give someone a takeaway they can use? A clearer way to think about a problem, an idea to try, a resource, a lesson learned. Helpful content builds trust because it respects people’s time and gives before it asks.
Be Human
Is this written like a real person? Clear, direct, and authentic. No corporate speak. No overly polished statements that don’t sound like how you actually talk.
Here’s the key: every post doesn’t need all four. It needs at least one. That alone helps me avoid posting noise.
Quick example:
If I offer a free LinkedIn profile audit, that’s not “interesting” because I said so. It’s Helpful if it gives someone practical feedback they can act on immediately.
If you want a simple way to sharpen what you share, start here: pick one B, write toward it, and cut the rest.
Let me know if you found this post helpful and any insights you gained from it.
