GLOSSARY · CONTENT CRAFT
Comment strategy
A comment strategy is a deliberate practice of leaving substantive comments on other people's LinkedIn posts, chosen because the authors or their audiences overlap with the people you want to reach. Comments appear in the feeds of the commenter's connections, display the commenter's name and headline, and can be seen by everyone reading the original post. Done consistently, commenting builds visibility with a target audience faster than posting alone, because it borrows the reach of established authors and shows judgement in context rather than in isolation.
How it works in practice
Every comment is a small post with a built-in audience. When you comment on a post by someone your buyers follow, your name and headline appear in front of those buyers, attached to whatever you said. That is why the quality of the comment matters more than the quantity. A comment that adds a counter-example, a qualification, a relevant experience or a sharper framing gets read and sometimes gets replies, which extends its life. A comment that says "Great post!" or restates the post's point is noise, and readers scroll past it. A workable practice takes twenty to thirty minutes a day. Keep a short list of ten to twenty people: authors your buyers read, buyers themselves who post, and peers whose audiences overlap with yours.
Read their posts, comment where you genuinely have something to add, and reply to anyone who responds. Comment early when you can, since early comments sit higher and are seen more, but never at the expense of substance. Over time, people who see your comments repeatedly start to recognise the name, visit the profile and follow. Commenting also feeds your own writing: the exchanges surface objections and questions that become posts. Avoid automation; generated comments are recognisable and damage the reputation they were meant to build.
Example
A B2B sales consultant comments daily on posts by three well-followed sales leaders and five heads of sales at target companies. Her comments disagree politely and give a specific example from her work. Within a quarter, profile views from VP Sales titles have become her largest viewer group.
Common mistake
Commenting to be seen rather than to say something, which produces a trail of empty praise under other people's posts. The audience learns to associate the name with filler.