What Should You Share on LinkedIn? Try Know, Think, Do
What should you share on LinkedIn?
There's a simpler way to think about it:
What do I KNOW? What do I THINK? What am I DOING?
KNOW: Share what you know
This is your expertise. The trap is only sharing what you know. If every post is educational, your content can start sounding like a textbook.
Useful? Yes. Memorable? Maybe not.
THINK: Share what you think
This is your perspective. What do you believe? What advice do you disagree with? What have you changed your mind about?
KNOW: Here are five ways to improve your LinkedIn profile.
THINK: I think most experts spend too much time optimising their profile and not enough time developing ideas worth sharing.
DO: Share what you're doing
This is your proof: what you're building, testing, delivering or learning through the work.
A good LinkedIn content strategy should leave room for all three.
| What it shows | Ask yourself | |
|---|---|---|
| KNOW | Expertise | What can I teach? |
| THINK | Perspective | What do I believe? |
| DO | Proof | What am I doing, testing or learning? |
Only KNOW can sound like a textbook. Only THINK can sound like commentary. Only DO can feel like a diary.
KNOW + THINK + DO gives people your expertise, perspective and proof.
Personal stories can fit across all three. See parenting and family moments as LinkedIn content.
Explore 101 LinkedIn Content Ideas.
Frequently Asked Questions
What's the difference between KNOW, THINK and DO content on LinkedIn?
KNOW is your expertise, what you can teach. THINK is your perspective, what you believe. DO is your proof, what you're building, testing or learning.
Why does only posting KNOW content get boring?
If every post is educational, your content starts sounding like a textbook. Useful, but not memorable, because there's no perspective or proof behind it.
Can personal stories fit into the Know, Think, Do framework?
Yes. Personal stories can show your expertise, your perspective and your proof all at once, which is part of why they work so well on LinkedIn.
How do I use this framework to plan a week of content?
Check your recent posts against all three categories. If they're all KNOW, add something you THINK. If they're all THINK, add something you're actually DOing.
Not sure which brand direction is yours?
Take the free 2-minute Personal Brand Compass quiz → and find out whether you're an Authority, Rainmaker, Creator, or Professional. 🍗
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