GLOSSARY · CONTENT CRAFT
Posting cadence
Posting cadence is the planned frequency and timing of publishing on LinkedIn, such as three posts a week on fixed days or one newsletter a fortnight. It is a decision about sustainability as much as about reach: the cadence a person can keep for a year without declining quality is almost always better than a more ambitious one that lasts six weeks. Cadence interacts with the feed in a simple way, because the platform can only distribute what exists, but there is no published optimal frequency, and claims of a precise best number should be treated with suspicion.
How it works in practice
The honest answer to "how often should I post?" is "as often as you can say something worth reading, at a rhythm you will still be keeping in twelve months." For most founders and specialists that is two to four text posts a week plus one longer piece, a newsletter edition or a document post, every week or two. Daily posting is possible with a capture system and an editor, and unnecessary for most. Below once a week, the profile stops feeling active and the audience's memory of you fades between posts. Consistency matters more than frequency because the audience learns when to expect you and because a stable rhythm makes production routine rather than heroic.
Pick days, batch the writing, schedule the posts and protect the slot. Timing within the day matters less than people claim; post when your audience is likely to be at work, in their time zone, and then spend the next hour replying to comments, which does more for a post than any particular hour. Watch for the two failure modes. Overposting dilutes: when every post is thin, readers stop expanding any of them. Underposting disappears: a month of silence costs more momentum than a month of modest posts. If quality slips, cut the cadence before you cut the standard.
Example
A founder commits to Tuesday and Thursday text posts and a Friday document post, written in one Monday batch from a weekly interview. She holds that for a year, and the audience knows when to look for her.
Common mistake
Launching at a post a day because a guide said so, burning through the backlog of ideas in three weeks, and then going quiet for two months. The gap is more visible than the burst.