How to Design a LinkedIn Post That Sparks Engagement (Without Linking Out)

Real-world example: Erewhon Webby Awards campaign

The best-performing B2B LinkedIn posts don’t chase clicks. They build presence. In this post, I’ll break down how we used Delve’s Webby-nominated work for Erewhon to create a multi-post LinkedIn campaign designed for channel-native engagement. No links in the main copy. No corporate tone. Just smart structure, strategic timing, and built-in momentum across both company and employee pages.

For B2B marketers, LinkedIn isn’t just a content distribution channel—it’s a brand credibility platform. Posts that build trust and spark visibility can often do more than links ever will.

• Ditch the link drop. Posts that push readers off-platform tank performance—both with the algorithm and real people.

• Structure for the scroll. A punchy hook, clean body, and native CTA logic keep attention and encourage interaction.

• Use employees strategically. Employee voices aren’t just add-ons—they’re credibility amplifiers when coordinated intentionally.

• Time your content. Sequence company and employee posts to reinforce themes without repetition.

Why Linking Out Can Kill Performance on LinkedIn

Many B2B marketers treat LinkedIn like it’s email: drop the headline, paste the link, and call it done. But on the B2B side, posts that push readers away from the platform—especially right away—rarely perform. The algorithm deprioritizes them. So do humans.

We needed a different approach for the Erewhon campaign. The goal wasn’t just to celebrate a client win. It was to:

• Show Delve’s capabilities in digital product design

• Associate the brand with consumer-grade polish and innovation

• Build excitement and visibility in a high-engagement channel

• Drive interest, not traffic

That meant using a different playbook: no links in the post body, strategic structure, and human amplification.

Inside the Structure of a High-Engagement LinkedIn Post

Each LinkedIn post in the campaign followed a deliberately layered structure:

Hook

A clear, engaging first line that stood on its own, usually referencing the Webby nomination or Erewhon’s design-driven brand. The goal: earn the “see more” click.

Focused body copy

Just a few short paragraphs with one goal: spotlight Delve’s role in creating the Erewhon app without making the post about us. We highlighted the app’s design features and customer experience, positioning Delve as the quiet engine behind them.

CTA logic

No “read more” link in the post body. Instead, we used a comment with the link, and sometimes pinned it. This avoided penalizing performance, while still offering a way to learn more. Where relevant, we used light CTAs that offered personality without asking for a click.

Timing

The posts were sequenced over time—not all at once. This allowed each post to build momentum while reinforcing the same core message: Delve creates digital experiences that stand out.

Coordinated Company + Employee Strategy

Our content for this campaign was layered across company and employee channels. Timing was key. Employee posts didn’t duplicate company content—they extended it. That human layer added reach and resonance.

Why This Campaign Worked—And What to Steal From It

This campaign wasn’t just visually clean or well-written—it was deliberately structured to earn engagement and reinforce brand perception. Here's what made it effective—and what to apply to your own campaigns:

• Native content wins. Structure posts for the platform you’re on. LinkedIn rewards clarity, brevity, and scroll-stopping opening lines.

• Don’t force the click. Engagement-first design outperforms click-first intent. Links go in the comments—if at all.

• Every asset needs a job. Company posts carry the brand signal; employee posts add authenticity and extended reach.

• Sequence for momentum. Don’t drop everything at once. Spread posts out to reinforce the message and increase visibility.

• Support your team. If you want employees to post, make it easy. Provide structure, templates, and aligned messaging so amplification feels natural.

See This Strategy in Action

• You can view the company announcement here:
  Delve LinkedIn post: Erewhon Webby Nomination

• Or explore how this fit into a broader digital strategy
  Read the Erewhon Case Study on Delve.com

About Me

I lead content strategy for B2B brands that need their content to work harder. That includes LinkedIn—not just as a distribution channel, but as a strategic stage for positioning, awareness, and buyer enablement. This blog is part of an ongoing series on building GTM-aligned content systems. The example in this post is based on work I led at Delve, where we restructured our approach to digital campaigns—one native asset at a time. Explore the full series.