‍

In this blog, we'll explain it to you step by step How to create an effective LinkedIn strategy for personal brands and companies, using a Content funnel optimized.

‍

You'll also learn how to combine content Top, Middle and Bottom of the Funnel, depending on your objectives, and why this platform is key to your results in 2025.

‍

Why do you need a strategy to grow on LinkedIn in 2025?

‍

LinkedIn has evolved beyond being just a “digital resume”. Today, more than 1 billion users are active on the network, sharing content, looking for employment, recruiting talent and, most importantly, doing business.

‍

Here are some facts that prove the importance of LinkedIn in the field B2B:

‍

• 80% of B2B leads from social networks are generated on LinkedIn.
• 82% of B2B marketers say that LinkedIn is the platform with the best ROI results.
• LinkedIn has 3 times more trust than other social networks when it comes to consuming professional content.
• ‍

If you don't have a defined LinkedIn strategy, you're missing out business opportunities and limiting your reach.

‍

Now that you know the context, let's see How to create an effective content strategy step by step.

‍

‍

‍

LinkedIn Content Funnel: The Key to Growth

‍

An effective LinkedIn strategy can't be improvised. You need an approach based on a Content funnel, which will allow you to:
‍

1. Attract new users.
2. Position yourself as a reference or opinion leader.
3. Meet your objectives: sell, recruit or amplify your message.

‍

The funnel is made up of three levels of content:
‍

1. Top of the funnel (TOFU): content that attracts and resonates with the majority of LinkedIn users. Generic, controversial or mainstream issues stand out here.
2. Middle of the funnel (MOFU): content that positions you as an expert, providing value and credibility.
3. Bottom of the funnel (BOFU): content focused on achieving results: selling, recruiting or connecting directly with your audience.

‍

Next, we'll show you how to implement this funnel in two approaches: one for Personal brand And another one for corporate branding.
‍

‍

LinkedIn Strategy for Personal Branding
‍

If you want to empower your personal branding on LinkedIn And to achieve your goals, you need a precise combination of TOFU, MOFU and BOFU content depending on what you're looking to achieve:
‍

1. Objective: Massify your message
‍

For Reach the largest number of people, use this mixture:
‍

• 60% top of the funnel:
  • Post controversial or clichéd topics (e.g., “Is it worth working overtime?”).
  • Create content that generates conversation (open-ended questions or surveys).
  • Share personal stories that can inspire a large audience.
    ‍

• 25% middle of the funnel:
  • Share your professional learning or experiences in your industry.
  • Publish analysis of recent news or trends.
    ‍

• 15% bottom of the funnel:
  • Make clear calls to action: offer your services or invite to contact you.

‍

If you're a marketing consultant, you could:

‍

• TOFU: Tell a story about how a viral post changed your career.
• MOFU: explain a specific technique that helped your customers.
• BOFU: offer a free session for potential clients.

‍

2. Objective: Position yourself as an opinion leader
‍

If your goal is become a reference in your sector, focus on positioning yourself as an expert:
‍

• 40% top of the funnel: attractive and controversial issues that generate reach.
• 40% middle of the funnel: in-depth and technical content that demonstrates your expertise.
• 20% bottom of the funnel: promote your work or call to action to those who need your knowledge.
  ‍

‍

Example: A human resources specialist might:
‍

• TOFU: ask: “Is the 4-day work week really effective?”
• MOFU: share an analysis on how to improve the hiring process.
• BOFU: offer your specialized recruitment consultancy.
  ‍

‍

‍

3. Objective: to sell, recruit or be a brand ambassador
‍

If you want to use LinkedIn to sell or attract customers, distributes the content like this:
‍

• 33% TOFU: attract new users with light or trending themes.
• 33% MOFU: position yourself as an expert by showing your experience.
• 33% BOFU: focus on results: show success stories or promote your product.
  ‍

‍

According to LinkedIn, 67% of B2B buying decisions are made before the customer contacts the supplier. Therefore, a well-defined strategy is pivotal to influence that process.
‍

‍

LinkedIn strategy for companies
‍

For a LinkedIn strategy for companies, the distribution of the content changes. Here the focus is on position the brand, build credibility and convert some leads.
‍

We recommend this combination:
‍

• 20% top of the funnel:
  • Publish content about company culture.
  • Share employee stories or important accomplishments.
    ‍
• 50% middle of the funnel:
  • Share case studies or trends from your industry.
  • Post technical content that highlights your experience.

• 30% bottom of the funnel:
  • Share goal-oriented content:some text
    • Promote your product or service.
    • Generate leads through guides or webinars.

‍

Mixing formats: how to boost your LinkedIn strategy

‍

It doesn't just matter What do you say, but also How do you present it. LinkedIn offers multiple content formats, and choosing the right one for each level of the funnel can double your visibility and interaction.

‍

1. Formats for Top of the funnel (TOFU)
‍

The goal here is to be seen and to connect emotionally with a wide audience. Use formats that generate conversation and are easy to consume:

‍

• Inspirational images: motivational quotes or reflections that resonate with your audience.
• Selfies or personal photos: humanize your brand and connect on a personal level.
• Deep images: photos with shocking questions or phrases.
• Generic or trending videos: lightweight content that follows current trends.
• Business life: team achievements, celebrations or organizational culture.
  ‍

‍

Example:
‍

‍

‍

‍

2. Formats for Middle of the funnel (MOFU)
‍

At this stage, your goal is Demonstrate your knowledge and position yourself as a reference in your industry. Here the formats must be more professional and provide concrete value:
‍

• PDFs or slidable documents: downloadable guides, studies or resources.
• Investigations: data and statistics that position your experience.
• Thumbnails to news: share and comment on relevant articles from your industry.
• Newsletters: subscriptions where you delve into key topics for your audience.
• Events: promotion of webinars, conferences or panels in which you participate.
  ‍

‍

Example:

‍

‍

3. Formats for Bottom of the funnel (BOFU)
‍

Here the content is 100% oriented to convert and achieve specific objectives:
‍

• Promotions or launches: direct posts about your products or services.
• Product post: show how your solution solves specific problems.
• Sales events: invite to webinars or business presentations.
• Job offers: publications to attract talent or candidates.
  ‍

‍

Example:

‍

‍

The importance of LinkedIn in B2B sales
‍

As we mentioned, LinkedIn is the number 1 platform for B2B sales. If you have a well-worked approach, you can Close deals faster and with a higher average ticket.
‍

This is where the LinkedIn sniper strategy:
‍

• Create content that attracts your ideal customers.
• Use data to connect directly with key people.
• Post stories that resonate with the decision makers in your industry.
  ‍

Within a content strategy for LinkedIn, there is an approach that can transform your results, especially if your main objective is to sell, recruit or generate high-quality contacts: The LinkedIn Sniper Strategy.
‍

While other strategies are committed to a massive reach (with more generic or broad content), the Sniper strategy focuses on directly impact key people on your network, ensuring a personalized and effective message.
‍

‍

What is the LinkedIn sniper strategy?
‍

The sniper strategy on LinkedIn is based on creating hypersegmented and targeted content to your ideal client, purchasing decision makers or specific professionals within your industry. Unlike a “shotgun” approach, where you shoot content to a wide audience expecting something to work, with this strategy:
‍

1. You identify your target audience with precision.
2. Create specifically designed content to attract their attention and meet their needs.
3. Take advantage of the most effective formats (PDFs, success stories, videos, etc.) to connect directly with them.
   ‍

‍

The result: less generic content, more impact and better results.
‍

‍

‍

Why the LinkedIn sniper strategy works
‍

The key to the sniper strategy is personalization and relevance. On LinkedIn, where users receive hundreds of daily posts, generic content quickly loses strength. What really stands out is:
‍

• Content that resonates with a specific audience.
• Clear and direct messages that solve problems or provide tangible value.
• Publications that speak the “language” of your ideal customer.
  ‍

‍

This strategy works especially well in B2B environments because the buying decision cycle is often longer and more complex. 67% of B2B buyers they make decisions before talking to a seller, so every post should build trust and credibility in your profile or brand.
‍

‍

‍

How to implement the sniper strategy step by step
‍

1. Define your target audience (your “target”)
‍

Before creating content, you need to be clear Who do you want to impact. Ask yourself:
‍

• Who makes the purchasing decisions in my industry?
• What specific problems do they face?
• What are your interests, challenges and needs?
• What formats do they consume the most on LinkedIn?
  ‍

‍

For example, if you're a B2B software consultant, your target audience might be:
‍

• IT Managers in medium-sized companies.
• Operations Managers seeking to optimize processes.
• CEO or founders interested in digital transformation.
  ‍

‍

Accuracy at this stage is critical, because every post you create will be customized for this audience.
‍

‍

2. Create hyper-segmented content
‍

Once you define your audience, the next step is to create content that Solve your problems and speak your language. This is where the real “telescopic sight” of the sniper strategy comes in.
‍

Example of sniper content for each level of the funnel
‍

• TOFU (Top of the funnel):
  Content that resonates with the general interests of your audience, but always with a relevant angle.some text
  • Format: Inspirational videos or images, personal stories related to your industry.
  • Example: A video about “3 mistakes that companies make when implementing management software”.
    ‍

• MOFU (Middle of the funnel):
  Content that positions you as an expert and solves more specific problems.some text
  • Format: Downloadable PDFs, research or newsletters with specific data.
  • Example: A typical document “Success Story: How Company X Saved 30% in Costs with Our Software”.
    ‍

• BOFU (Bottom of the funnel):
  Content focused on converting, either through clear calls to action or demonstrations of value.some text
  • Format: Product posts, promotions or targeted events.
  • Example: A direct post with the following message:
    “Do you have problems implementing digital tools? Drop me a line and I'll show you how we solved it for more than 100 customers in 2024.”

‍

‍

‍

3. Use formats that maximize impact
‍

The success of the sniper strategy also depends on using the most effective content formats depending on the funnel stage:
‍

• TOFU: eye-catching images, short videos, reflective selfies.
• MOFU: Detailed PDFs, guides, case studies, thumbnails to important news from your industry.
• BOFU: promotions, product posts, sales webinars, job announcements or video demonstrations.
  ‍

Practical example: If your goal is to connect with CEOs interested in digitalization, you could:

1. Create a TOFU video about how technology will transform their industry in 2025.
2. Publish a PDF MOFU showing statistics and benefits of digitizing processes.
3. Make one BOFU offer with a clear call: “Schedule a free demo and discover how we can help you save costs”.
   ‍

4. Interact and expand the reach of your sniper content
‍

Creating targeted content isn't enough; you need to make sure that Reach the right people. Some tactics to amplify it include:

• Tag key people who can benefit from the content.
• Respond to comments quickly to start conversations.
• Share the post in specific LinkedIn groups.
• Send personalized messages with links to your most valuable content.
  ‍

‍

LinkedIn will be even more relevant in 2025. Whether it's to build your personal brand, boost a company or generate more sales, a digital strategy based on a content funnel and a sniper approach will help you achieve your goals. The key is to combine reach and precision: create content that impacts, converts and connects directly with your target audience.
‍

Are you ready to make your LinkedIn strategy enviable in 2025? Try magnettu free for 7 days and start creating strategic, focused and effective content that positions you as a reference and maximizes your results.LinkedIn has established itself as the leading platform for building professional relationships, positioning brands and increasing B2B sales. However, many people and companies still don't know How to take advantage of LinkedIn to grow and meet your goals.