THE PK LINKEDIN CONTENT INTEL CHECKLIST

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Questions to ask + research before you create content.

1. Audience Intel – Who am I talking to?

Demographics

  • Who exactly is my audience? (Role, seniority, industry, location)
  • Are they decision-makers, peers, or aspirational connections?
  • What stage of awareness are they in? (Unaware, problem aware, solution aware)

Psychographics

  • What are their deepest frustrations?
  • What friction is stopping them from reaching their goals?
  • What risks do they want to avoid?
  • What do they secretly fear people will judge them for professionally?
  • What are they proud of or excited by right now?

Behaviour

  • What content do they currently engage with?
  • What posts do they scroll past?
  • What tone do they resonate with? (Educational, direct, punchy, inspirational)
  • What time are they online?

2. Industry Intel – What’s happening in their world?

Trends

  • What are the top 3 trends shaping their industry right now?
  • What changes, news, or regulations are impacting their day-to-day?
  • What are people talking about in niche corners of the industry?

Competitors

  • What topics are competitors posting about?
  • What is performing well for them?
  • What gaps exist in the content landscape?

Myth-busting

  • What is everyone repeating online that is incorrect, outdated, or unhelpful?
  • What “industry truths” do people avoid discussing?

3. Expertise Intel – What do I know that others don’t?

  • What frameworks, insights, or methodologies do I use that others don’t?
  • What have I experienced firsthand that most of my audience hasn’t?
  • What do my clients say after working with me that can become content?
  • What problems am I solving daily that can be turned into micro-lessons?
  • What mistakes do I keep seeing over and over?

4. Opportunity Intel – What do I want LinkedIn to achieve for me?

Strategic Goals

  • Am I building brand awareness, authority, trust, or leads?
  • Who do I want to attract in my DMs?
  • What client type is my priority right now?

Positioning

  • What do I want to be known for in the next 90 days?
  • Does every post ladder back to my content pillars?
  • Does this post reinforce my unique value, or could anyone have written it?

5. Story Intel – What stories make me unforgettable?

  • What challenges have I personally faced that my audience can relate to?
  • What client transformations can I talk about?
  • What behind-the-scenes moments show how I think?
  • What turning points shaped the way I work?
  • What past jobs, failures, or environments built my expertise?

Stories outperform frameworks when done right. Always collect them.

6. Algorithm Intel – What gives this post a fighting chance?

  • Can the hook stop the scroll in the first 2 seconds?
  • Does the first line create tension, curiosity, or emotion?
  • Is the content skimmable? (Short lines, spacing, structure)
  • Is there a quotable moment that makes people want to save/share?
  • Does the post invite conversation, not compliments?
  • Does the angle start strong instead of warming up?

7. Format Intel – How can this idea live across formats?

For every content idea, research:

  • Would this hit better as a carousel?
  • Can I turn this into a 45-second reel?
  • Is this topic worth a long-form breakdown?
  • What about a punchy text-only post?
  • Can this become a visual framework or diagram?

The best creators validate format, not just topic.

8. Search & LLM Intel – Will this content index well?

  • What keywords are people searching for on LinkedIn and AI models?
  • What questions are “People Also Ask” around this topic?
  • Does my post answer a real question people are typing?
  • Would AI surface this content if someone searched the topic?

This is how you future-proof visibility.
(And why your content already outperforms 90% of marketers.)

9. Proof Intel – What evidence strengthens this point?

  • Do I have research?
  • Studies?
  • Screenshots?
  • Conversations?
  • Client examples?
  • A stat or quote to anchor credibility?

Even one proof point increases authority dramatically.

10. CTA Intel – What do I want people to do after this?

  • Comment something specific?
  • Reflect on a question?
  • Read a related post?
  • Click a link?
  • DM you?

A post without a purpose will perform like a post without a spine.

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