What should I post about? Finding posts inside work you already do
6 min read
"I don't know what to post about" is almost never true. What is true is that the things you know best feel obvious to you, so you discount them.
Expertise is invisible from the inside. The judgement call you made in four seconds this morning took you eleven years to be able to make, and to the person two years behind you it is genuinely new information.
This guide is a search pattern rather than an idea list: where to look in your own week, and how to tell a real post from a thought that should stay in your notes.
The five places a post is already hiding
Every one of these is a moment where you moved someone from confusion to clarity. That transfer is the post; the writing is just packaging.
- The question a customer asked twice this month — if two people asked, two hundred are wondering.
- The advice you gave that the other person visibly resisted before agreeing. Resistance means the idea is not obvious, which is exactly what makes it worth posting.
- The decision you reversed. Changed minds are the most credible thing you can publish, and the least imitable.
- The thing your industry says that you quietly think is wrong. Not a hot take — a specific disagreement you can support with something you have seen.
- The explanation you have given so many times you are bored of it. Boredom is a reliable signal of usefulness.
How to tell a post from a note
A publishable idea passes three tests. It is specific enough that only you could have written it, it changes what one identifiable person would do next, and you can back it with something you actually witnessed rather than something you read.
If an idea fails the third test, it is not necessarily bad — it is just not yours yet. Hold it until you have a case of your own to attach to it.
Capture beats brainstorming
The reason idea lists go stale is that they are written in the wrong state of mind. Sitting down to think of topics puts you in performance mode; the good material shows up mid-work, when you are explaining something to someone who needs it.
So do not schedule an ideas session. Capture at the moment of explanation instead — a sixty-second voice note straight after the call while your own phrasing is still fresh.
Doing it in Yolect
Yolect keeps a Knowledge Memory of the positions, stories and beliefs you have already published, so it can suggest capture prompts drawn from your own body of work rather than generic topic lists — and flag when a new draft contradicts something you argued three months ago.
Everything you record lands in the Content Vault, which means the ideas you were not ready to publish stay searchable instead of disappearing.
Questions people ask
- What if my niche is too technical for LinkedIn?
- Technical depth is an advantage there, not a liability. Write for the person one step behind you rather than for a general audience, and keep the specifics in — vagueness, not complexity, is what loses readers.
- How often should I post?
- Once a week, held for months, outperforms daily posting for three weeks. Pick the rate you can sustain in your worst week, not your best one.
- Is it a problem if I repeat myself?
- No. Almost nobody saw the first version. Practitioners who build an audience return to the same handful of convictions from new angles for years.