Is LinkedIn Just “Set It and Forget It”?

Why Content Needs Purpose, Not Just Presence

There’s something strange happening across LinkedIn and social platforms in general: more content, but less connection. You feel it when scrolling through your feed - posts that feel templated, recycled, or performative.

And it begs the question: Has content become more about checking a box than creating a real ROI?

We’re living in a time where the volume of content has never been higher, and the value? Well, that’s not always easy to measure. In a world obsessed with reach, likes, impressions, and views, have we forgotten the "why" behind posting at all?

Two Buckets: Why You Post on LinkedIn

Let’s get honest. When we post on LinkedIn, our content usually falls into one of two buckets:

✅ Bucket 1: Content with Purpose

You’re posting because you have a message that could resonate with your ideal customer or audience. You want to start conversations, spark interest, and maybe even generate leads. You're looking for alignment and engagement that turns into action.

🤳 Bucket 2: Content for the Ego

This is trickier to admit. Sometimes we post because we want to be seen. Maybe not consciously - but it’s there. A little dopamine hit from engagement, a desire to stay “visible” in the feed, or to show we're active and relevant.

Some call it “personal branding,” others call it marketing. But let’s be real, it can be a subtle form of narcissism if not done intentionally.

EGO vs. Intention: A Lesson I Learned

Someone once told me:

“It’s not pride that causes you to forget someone’s name the moment you meet them, it’s your ego.”

That hit me.

It’s true. You're often so focused on introducing yourself, making a strong impression, or saying something clever that you forget to actually listen. It’s less about connection, more about projection.

I see it in my kids too. They’ll meet someone new and immediately say, “Let me show you what I brought,” instead of, “What did you bring?”

That simple swap—curiosity over performance, is the difference between self-centeredness and community.

Isn’t that the same thing we often miss in content? We post what we want to say, not what someone else needs to hear.

So… Does Content Still Matter?

Yes. But not without intent and metrics that matter. If you’re posting just to stay top of feed, you’re missing the point.

Here are a few things I try to ask myself before posting:

1. Who is this for, really?
2. Does it offer value or just visibility?
3. Will this start a conversation or end in an echo chamber?
4. Can I measure this in outcomes, not just likes?

When you can say “yes” to those, content works. When you can’t, it’s just noise.

But What About ROI?

Here’s the tough part: You can’t always track ROI in neat little boxes - but that doesn’t mean it’s not there.

🔗 This study by Hootsuite shows that while 60% of marketers struggle to prove ROI, social content can drive measurable brand lift, trust, and inbound inquiries if paired with clear goals.

💡 HubSpot breaks it down further: ROI isn’t just leads - it’s engagement quality, relationship building, and brand credibility. But only if you're tracking it properly.

So the real question isn’t whether ROI exists. It’s whether you’ve taken the time to define what your version of ROI looks like.

What’s the Alternative?

Some are turning to automation, scheduling tools, and AI to keep the “content machine” running. And there’s nothing wrong with that, if the content still carries your voice and your intent.

But we need to stop treating content like laundry. “Set it and forget it” is great for your crockpot—not for your professional credibility.

Final Thought: Curiosity Over Commentary

If there’s one shift I’m trying to make, it’s this: Less “Here’s what I think.” More “Here’s what I’m learning, what do you think?”

Content without curiosity is just a monologue. And no one wants to be talked at, they want to be invited in.

Let’s make our content less about “me” and more about mutual growth.

Because when we approach content like we approach real relationships, with curiosity, care, and clarity - that’s when it actually works.

Further Reading:

• How to Calculate Real Social Media ROI – Sprout Social

Have thoughts on this? Let’s talk. Drop a comment below or send me a DM. I’d love to hear how you're approaching content right now, especially if you're questioning the same things.

#LinkedInStrategy #ContentWithPurpose #EgoCheck #DigitalMarketing #LeadGeneration #ROI