I just spent the past six weeks planning a social media content series on custom typography for logo design. I carefully crafted a 2,000-word article, made umpteen revisions, and double-checked it against best practices in a concerted effort to beat the latest LinkedIn algorithms. I designed six follow-up carousel and video posts, all in support of the article, and arranged distribution on a strategic month-long calendar. The goal? Establish credibility among creative professionals and pique the interest of marketing executives. 

Everything was created, uploaded, planned, locked, and loaded. The urge to publish was real.

What could possibly prevent me from scheduling everything? Lack of confidence? The prospect of receiving negative feedback? Even worse, what if all that time and effort produced absolutely no engagement? Perhaps those fears crossed my mind. But there are other, more practical reasons, to wait. Here’s a few of them.

Consider the Platform 
Some of the most respected marketers today suggest creating and publishing content on a regular basis. After all, social media favors those that engage regularly. LinkedIn behaves a bit differently, though. According to Hootsuite, the LinkedIn algorithm is “specifically designed to prevent content from going viral.” In an effort to provide quality content, LinkedIn will detect and classify spammy behavior like poor grammar or excessive use of tags.

LinkedIn’s goal is to provide users with relevant professional advice and expertise. Content creators and thought leaders should rejoice. Since my long-form article will ultimately act as the campaign’s foundation, I have no problem taking the extra time to review its content for anything that closely resembles click bait. If anything, it will only provide better support and context for the corresponding videos I plan to post afterwards.

Pace of Posting
Interesting fact: In 2025, it’s more likely that LinkedIn will show users older posts (even 2–3 weeks old) if they’re relevant to professional interests. In other words, the focus of content creation should be on quality, not quantity. LinkedIn may even consider posting too frequently as spam.

LinkedIn’s algorithm considers: 

• A user’s past engagement history
• The relevance of a user’s relationship with the poster 
• The poster’s expertise on a given topic 

Evergreen content, like my long form thought leadership can continue to reach new users for a longer time period. Since there’s no reason to worry about immediate engagement, there should be no rush to publish until it’s determined that the content is useful.

Trust Your Gut
After ten years of working in advertising, I’ve learned a thing or two about retailer’s marketing calendars. When it comes down to it, there are four seasons: Halloween, Holiday (which includes Thanksgiving, Christmas, and New Year’s), Spring Cleaning (a completely manufactured season), and Back-to-School. These days, Back-to-School starts in July and runs right through, you guessed it, Labor Day weekend. It wouldn’t be very smart for a small business to compete with the Back-to-School frenzy, especially as the stress level of my primary audience is starting to rise.

A week ago, I sent out a monthly e-newsletter to my current clients. It’s a small list, but I have a great working relationship most of the recipients and usually get a decent amount of engagement. I immediately received 18 auto responses. Among the email replies were many subject lines that read “out of the office” or “out on vacation.” I should have known better — everybody is soaking up summer before school starts!

The idea of any campaign is to reach your targeted audience. Logically, the more of your targeted audience you reach, the better potential Return on Investment you’ll receive. With this insight in mind, and with my instinct providing emotional guidance, it would be silly to kick off a thought leadership series right now. Instead, I’ve decided to wait until after Labor Day.