Reset your content with the 4-1-1 rule LinkedIn framework

In the noisy world of LinkedIn, where everyone is trying to sell, promote, or pitch, how do you stand out without sounding like a walking advertisement?

It starts with a simple shift in mindset, from “always be selling” to “always be helping”.

And one of the most powerful frameworks for making that shift is the 4-1-1 Rule.

Originally developed for Twitter by Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute, the 4-1-1 Rule offers a smarter, more human way to build presence on social media. While Twitter may have been its birthplace, this rule might just work even better on LinkedIn.

Because here, people aren’t just scrolling, they’re looking to learn, connect, and grow.

Let’s dive into how this simple formula can completely change the way your brand (or personal brand) shows up on LinkedIn.

What is the 4-1-1 rule?

Picture this:

You walk into a networking event. The first person you meet launches straight into a monologue about their company, their product, their achievements, and doesn’t stop to ask a single question. After a few minutes, you’re scanning the room for the nearest exit.

Then, you meet someone else. They ask you what you do. They mention a great article they read that might be relevant to your industry. They bring up a recent trend, ask for your take, and even introduce you to someone else in the room.

By the time they casually mention their own company, you’re already intrigued, and willing to listen.

That second person? They’re practicing the 4-1-1 Rule.

Originally coined by Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute, the 4-1-1 Rule was designed to guide content sharing on Twitter. But its power truly shines on LinkedIn, where professional conversations and trust-building are at the core of engagement.

Here’s how it works:

For every 6 pieces of content you post:

• 4 should be educational, entertaining, or valuable content from third-party sources;
• 1 should be a repost or share from someone else;
• 1 should be self-promotional (a company update, webinar invite, product news, etc.)

It’s a simple formula to ensure your brand (or personal brand) shows up as a connector, not a broadcaster. A thoughtful participant, not just a promoter.

Because just like in real life, the best way to build relationships online is to show interest, provide value, and give more than you ask.

Why it works: psychology and strategy

The 4-1-1 Rule taps into one of the most overlooked elements in social media marketing: human behavior. People don’t come to LinkedIn to be sold to, they come to learn, get inspired, and stay informed.

By curating useful, third-party content, you position yourself not just as a creator, but as a connector. Someone who knows what’s worth reading, what trends matter, and what voices are worth amplifying. You become a thought leader, not by shouting louder, but by lifting others and offering consistent value.

As Jay Baer, Digital Marketing Strategist, Speaker, Author and President of Convince & Convert wisely said:

“Sell something, get a customer for a day. Help someone, get a customer for life.”

When you follow the 4-1-1 rule, you’re doing just that: helping first, selling second.

Creating a LinkedIn content calendar with the 4-1-1 rule

Let’s say you’re managing your company’s LinkedIn page. You’ve committed to posting regularly, but each week, the same question creeps up:

“What do we post next?”

That’s where the 4-1-1 Rule becomes more than just a framework. It becomes your content compass. By applying this rule to your LinkedIn content calendar, you ensure your page becomes a steady, trustworthy source of insight, not just a loudspeaker for promotions.

Step 1: Define your core content buckets

Before you begin mapping out posts, identify your four main content buckets:

1. Industry insights & trends (the 4):
   These are the informative, educational, or entertaining pieces that come from third-party sources. Think:
   
   • Articles from relevant industry publications
   • Market research
   • Trend reports
   • Analyst commentary
   • Thought leadership pieces not authored by your brand

This is your chance to show your audience: We’re not just selling, we’re learning with you.

2. Community engagement & shares (the 1):
   One post should highlight someone else’s voice. Reshare a partner’s update. Amplify a customer story. Engage with a post from a thought leader. When you lift others up, you spark conversations and build goodwill.
   
3. Your promotional post (the final 1):
   This is the time to talk about you, but do it with tact. Instead of pushing a product feature, frame it around the value it delivers:
   
   • A behind-the-scenes story about a product launch;
   • A webinar that solves a real challenge;
   • A customer case study with tangible results;
   • A new feature that was built from user feedback

Promotion works when it’s timely, useful, and earned by the value you’ve delivered through your other posts.

Step 2: Build a weekly or monthly calendar

Once your buckets are clear, begin plotting posts in a spreadsheet or social media planning tool. A basic weekly structure might look like this:

Use scheduling tools like HubSpot, Hootsuite, Buffer, or Later to automate and maintain consistency.

Step 3: Monitor, learn, adjust

A calendar is not just a publishing plan, it’s a learning tool.

Check your LinkedIn analytics weekly:

• Which third-party posts got the most engagement?
  
• Did your audience resonate more with a podcast share or a news article?
  
• Did your promotional post underperform because it lacked context?
  

Use those insights to refine your mix and evolve your calendar without losing the 4-1-1 rhythm.

Step 4: Keep a content repository

In fast-moving industries, good content ages quickly. Create a shared Google Sheet or Notion board to store:

• Links to insightful third-party articles;
• Relevant thought leader posts;
• Customer spotlights;
• Your own upcoming content (blogs, webinars, etc.)
  

Having this resource saves time, especially when planning across teams.

Reset your LinkedIn strategy with the 4-1-1 rule

If you’re struggling to grow engagement on LinkedIn or feel like your feed is too “me, me, me”, the 4-1-1 Rule offers a practical and powerful reset for your Linkedin marketing strategy. It’s not just about balancing your content. It’s about respecting your audience. Give them value. Share what matters. Join conversations instead of dominating them. And when you do share that webinar, product, or event, they’ll be far more willing to listen. Because they’ll know: you’re here to help.

This blog is part of A Piece of Marketing, where I break down real strategies to help you grow smarter, not louder. Follow the blog to keep adding valuable pieces to your marketing puzzle.