If you’ve been struggling to grow your brand’s presence, you aren’t alone. Finding the perfect LinkedIn company page frequency is a challenge because the platform naturally prioritizes personal profiles over brand pages, making organic reach increasingly difficult to secure.
Company pages are one of the toughest things to grow on LinkedIn. The algorithm doesn’t favour them like personal profiles. Organic reach is harder to get. Followers build slowly.
So how often should you actually post?
For most businesses, three posts a week is the sweet spot. But here’s the thing. It’s not just about frequency. It’s about what those three posts are.
If all three are promoting what you sell, you’re not going to grow. You’ll just be shouting into the void while your audience scrolls past.
Balancing Content Types within Your LinkedIn Company Page Frequency
To make your LinkedIn company page frequency effective, you need a mix of Attention, Retention, and Conversion posts. Get the mix right, and you’ll grow visibility; get it wrong, and you’ll be shouting into the void.
As explained in Sprout Social’s 2026 LinkedIn algorithm guide, the platform now prioritizes “relevance” and “member activity” over simple recency. This means that posts which spark a conversation (Attention) or provide deep industry value (Retention) stay in the feed longer, ensuring your brand stays visible even if you aren’t posting every single day.
Attention posts
These do what they say on the tin. Their job is to get you seen.
Think polls. Human stories about what’s going on in the business. Behind the scenes stuff. Things that are on-topic but broad enough that anyone can have an opinion.
These posts aren’t ultra-specific. They’re things people can easily engage with. They touch emotions. They get instant reactions.
Why do they matter? Because engagement tells the algorithm your content is worth showing to more people. Attention posts help you get found. They feed the rest of your content strategy.
Retention posts
This is where you provide something useful. Something consumable. Something that actually helps your audience.
Tips. Insights. Thought leadership. Worksheets. Things people can use.
LinkedIn newsletters are brilliant for this. They bring people back for more. They build a habit of consuming your content.
Retention content isn’t promotional. But there’s a subtle message running through it. You clearly know what you’re talking about. You’ve got expertise. You’re good at what you do.
That builds trust. And trust is what turns followers into leads.
Conversion posts
These are the ones where you ask for something. Download this whitepaper. Sign up for this webinar. Visit the website. Get in touch.
There still has to be value in it for them. There still has to be a reason for them to take action. But these posts exist for your benefit.
They’re how you turn attention and trust into actual business results.
Conversion posts are how you turn trust into actual business results. By balancing these with value-based content, you can finally provide the evidence-based LinkedIn marketing ROI that leadership teams expect to see from their marketing managers.
The 20% Rule: Managing Promotion and LinkedIn Company Page Frequency
Here’s where most companies go wrong. They do too much of one type and not enough of the others.
Usually it’s too much conversion content. Every post is a promotion. Every update is about what they’re selling. The audience tunes out. Engagement drops. The algorithm stops showing their stuff.
My recommendation: no more than 20% of your content should be overt promotion.
That might feel frustrating. You want leads. You want sales. But there’s a sweet spot. Too much promotion and you lose visibility. The algorithm buries you.
Think about it differently. Your attention and retention content can carry subtle messages. That you’re good at what you do. That you’ve got a great team. That you understand your audience’s problems. These messages land without feeling like a pitch.
Then your conversion content carries the overt ask. By that point, people are warmed up. They trust you. They’re more likely to act.
If You’re Just Starting Out
When you’re launching a page or trying to rebuild momentum, lean harder on attention content. Maybe 10% conversion at most while you get going.
You need to build visibility first then you need the algorithm to start showing your stuff. You need people to engage so more people see you.
As your page grows, rebalance. More retention content to build trust. A bit more conversion as your audience warms up.
This isn’t a fixed formula. It shifts as you grow.
The Number One Problem I See
I’ve worked on hundreds of company pages with clients. The number one cause of problems with growth, engagement, and leads is always the same.
Imbalanced content.
Too much promotion. Not enough attention content. Nothing useful for the audience to consume.
Your audience is scrolling through content all day long. They’re not going to consume your promotions if that’s all you’re giving them. You’ve got to give them something enjoyable, something valuable, whilst getting something out of it for yourself.
That balance is everything.