Many founders know LinkedIn could help their business but feel a little awkward posting about themselves. The good news: the posts that work best are usually simple and honest.

What to post

• Lessons: something you learned this week, and what you’d do differently.
• Behind the scenes: how your team works, a decision you made, a problem you solved.
• Opinions: a thoughtful take on your industry.
• Milestones: launches, hires and wins, with the story behind them.
• Helpful how-tos: something your customers often ask you.

How to write it

• Start with a clear first line that makes people want to read on.
• Use short paragraphs and plenty of white space.
• Write like you’d talk to a colleague over coffee.
• End with a question to invite comments.

Make it a habit

• Keep a notes list of post ideas as they come up during the week.
• Pick two days a week to post.
• Spend a few minutes replying to comments and commenting on others’ posts.

Remember

You don’t need to go viral. A steady flow of useful, honest posts builds trust with the people who matter: customers, partners and future hires.