Format: LinkedIn

B2B content for executive and decision-maker audiences: text posts, carousels, newsletters, strategic comments. Produced by mkt-content. LinkedIn rewards attention held on the page over raw reaction counts — write for someone reading between meetings, not scrolling for dopamine.

Formats

1. Short text post (roughly 400-800 characters) — a single insight, high shareability.
2. Long text post (roughly 1300-3000 characters) — a multi-beat narrative with deliberate line breaks.
3. Carousel / document post — see format-carousel for the 10-slide structure; this skill covers LinkedIn-specific posting mechanics (the cover slide functions as the hook).
4. Newsletter / article (roughly 800-2500 words) — a recurring edition with a consistent slot: headline → dek → body sections → recap → CTA.
5. Strategic comment (roughly 50-200 words) on a third-party post — acknowledge the original point, add one angle it missed, soft-redirect toward relevant expertise. Never hijack the thread.

Algorithm-Aware Rules (durable principles — verify current platform specifics periodically, since UI and weighting details evolve)

• Dwell time over reactions — posts that hold readers on the page tend to outperform posts that only rack up quick, low-effort reactions.
• Meaningful comments outweigh short ones — a substantive comment (roughly 20+ words) is worth more to distribution than a one-word reaction; end posts with something worth actually responding to, not "Agree?"
• The visible preview is the hook — only the first 1-2 lines show before a "see more" truncation; those lines must earn the expansion on their own.
• Early engagement window matters — distribution in the first hour tends to shape total reach; have a plan for who engages early (a first comment, targeted shares) rather than posting and walking away.
• Native content over outbound links — posts that keep the reader on-platform tend to be favored; when an external link is necessary, placing it in the first comment rather than the post body is the safer default.

Hook Patterns for Executive Audiences

• Contrarian business observation ("Most teams treat X as a cost center. It's the opposite.")
• Specific incident, not a generality ("Yesterday a client nearly killed a six-figure project over one bad assumption.")
• Number-first declaration ("87% of X never reach Y. Here's what the other 13% do differently.")
• Direct challenge to the reader's own metrics ("If you can't name last quarter's number on X, you don't have a strategy — you have an experiment.")

Structure by Format

• Short post: Hook → Insight → CTA.
• Long post: Hook → Setup → Observation → Specific incident/proof → Payoff → CTA.
• Newsletter: Headline → Dek → Body sections → Recap → CTA.
• Strategic comment: Acknowledge → Add the missing angle → Soft redirect.

Writing Mechanics

• Use aggressive whitespace deliberately — short lines, frequent breaks, not dense paragraphs.
• Cap hashtags at 1-2 strategic ones at the bottom, never more.
• Produce a second (A/B) variation with a different hook or structural beat whenever the post carries real strategic weight.

Posting Instructions to Include

• Best time to post, with reasoning tied to the audience's real schedule, not a generic default.
• First-comment strategy — where a link goes, if any.
• First 30-minute engagement plan — who should engage early.

Anti-Patterns

• Numbered motivational listicles ("5 things every leader should know about X")
• Manufactured vulnerability with no real specificity behind it
• "Agree?" / "Thoughts?" as the entire closing line
• Emoji in the hook line
• Posts that could have been written by any company in the category — if the brand name were hidden, would the voice still be recognizable?

Handoff

Mark the output READY FOR MKT-EDITOR and hand it to mkt-editor. Carousel-format LinkedIn posts additionally route the visual brief to dsg-ui per format-carousel.