To post a lot or not?

To post a lot or not? That is the question.

The answer: it depends. Have you noticed how hard it is to get a definitive answer you believe about anything these days, even if you use AI?

You are reading this on LinkedIn for many reasons. I hope part of the reason is that it informs, makes you think, inspires, and sometimes makes you laugh.

How often to post on LinkedIn

Post 1-2 times per day on LinkedIn.

LinkedIn itself says companies that post weekly see a 2x life in content engagement. They also recommend posting at least once a day, even on weekends. Oh, and they say scheduling your posts with [amazing] partners like Hootsuite is the way to go. Hey, that’s not a promo, it’s literally in their documentation. You can’t argue the facts!

Keep in mind, LinkedIn content can live in user feeds for a long, long time. This is because when someone engages with your post, it will begin to show up in their connections’ news feeds. Additionally, users can filter the feed by “top” and “recent” content, which could increase the longevity of your posts if they go viral.

Quality over quantity matters here, so it’s important to craft interesting, engaging content that is timely and relevant. Right now, LinkedIn feed filters are changing, and you’ll soon be able to filter your feed for topics like “video-specific content.”

Trish Rishwick also recommends varying your content types when posting on LinkedIn. “I would avoid posting two PDFs [in one day]. Instead, I might do 1 PDF and 1 poll.” This will help you see better results from multiple daily posts.

Hootsuite’s LinkedIn account tends to fall on the more-frequent end of the posting spectrum. We generally post 2-3 times per day, and sometimes up to 5 times per day, depending on campaigns and events.

I often get comments like "you sure do post a lot", or "that post is 3 years old", "enough already".

My response is:

1. The beauty about sick care innovation and entrepreneurship content is the industry is so resistant to change that what I wrote then is still applicable now. I only have to change the names of the players when I edit and reshare it.
2. Content breeds content, like this article in response to a previous article I wrote about how to create a strategic digital marketing plan.
3. Mix your content cake with different things in the recipe: blogs, comments, video, podcasts, events, and infographics (they get a lot of looks) and make it repetitive, redundant, and relational
4. Sick care issues are not one thing after another. They are the same thing over and over again and resurface every 2 or 4 years
5. The players and policies are so absurd that you just can't help making them fodder for fun

“Quick question: If I’m unhappy with America, can I cancel my subscription after seven days?” — DESI LYDIC

“Did this guy just put a cover charge on America? It’s $5 million to get in, but he’ll waive it if you bring in three hot girls with you.” — DESI LYDIC

“I mean, I guess it beats the old way of becoming a citizen, which was to marry Donald Trump, but still.” — DESI LYDIC

“I feel like immigrant stories are going to be a lot less inspiring in the future: ‘My grandfather came to this country with nothing but $5 million and the clothes in his custom Louis Vuitton five-piece trunk set.’” — DESI LYDIC

6. The more I write and post, the more income I can possibly generate. It certainly beats writing scientific and medical journal articles or writing books. I wrote a book about optical detection of cancer 25 years ago and just got a royalty check for $19. The more shots you take on goal, the more the chance you will score. The typical free to paid subscription ratio is 10 to 1.

7. I create content because it sometimes makes me laugh, even if you don't get the joke.

8. It helps me build my personal brand to do other things. Think of this post as a high-tech business card. I use the old-fashioned ones too in case you like retro. But just to cover my bases, I put a QR code on the back of the cards.

9. I'm worried that AI is lessening our reading, writing, operating, and flying airplane skills, so I practice keeping sharp. Practice makes perfect. The more cases you do, usually the better the outcomes. How many have you done, doctor?

10. Creating content is therapeutic and helps fill my pathologic psychic needs. Unfortunately, it has not improved my short game or putting.

Should I just use someone else to create the content?

Whether or not you should pay someone else to create online content depends on a few key factors:

1. Expertise

If you're not confident in your own ability to create high-quality content (whether it's writing, videos, design, etc.), paying someone with experience can be a great investment. Professional content creators are often skilled at crafting content that engages and resonates with your target audience.

2. Time Constraints

Creating content consistently can be time-consuming. If you're running a business or managing a busy schedule, outsourcing content creation allows you to focus on other aspects of your work while ensuring your content strategy is still on track.

3. Quality of Content

If you want polished, professional-looking content (like high-quality graphics, videos, or well-written blog posts), hiring a professional may be the best choice. They can produce content that is visually appealing and more likely to drive traffic, engagement, and conversions.

4. Branding and Strategy

A good content creator doesn’t just create material—they understand your brand’s voice, tone, and strategy. If you're unsure about how to establish that yourself, hiring someone with expertise in content strategy can ensure that your content aligns with your overall goals.

5. Budget

Paying for content creation can be expensive, depending on the type of content and the experience of the creator. If you have the budget for it, the investment could pay off in the long run, especially if the content helps you build an audience or generate leads. However, if your budget is limited, you might want to consider a more gradual approach to outsourcing content creation.

6. Long-Term ROI

Quality content can serve as a long-term asset. It can help you build a presence over time, especially if it’s SEO-optimized or designed for social sharing. If you plan to scale your content output or establish a large online presence, hiring professionals may offer the best return on investment.

Thanks for reading my outdated, annoying, handmade, too frequent posts.

Forgive me if you see the new and improved version next year in your feed. Growing up, I was terrified of writing. There is nothing worse than a reformed sinner.

Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs on Substack