Most companies on LinkedIn are doing the same thing: posting whatever comes to mind. A workshop photo here, a quick thought there, a team dinner shot on a Friday afternoon. It feels like staying active. It looks like content. But if you step back and look at the whole feed, there's usually no thread. No pattern. Nothing that tells a potential client what you actually stand for or what you're trying to achieve.

In this solo episode of the Content Universe, Mikkel Svold makes the case for content categories, a simple but surprisingly underused framework for giving your company's social media a backbone. Not a complicated editorial calendar, not a 30-page content strategy document. Just three to five defined buckets of content, each tied directly to what your business is trying to accomplish.

This is a short, sharp episode: part provocation, part practical framework. If your company is producing content that feels disconnected from your strategy, or if you have a nagging sense that your LinkedIn presence isn't doing the positioning work it should be, this one is worth your time.

• Why posting the "idea of the day" is a trap, even when those posts get good engagement
• The strategic logic behind building content categories tied to your business objectives
• The four content buckets Mikkel recommends for most B2B companies
• Why knowledge sharing posts position you as an expert, but social posts don't, and why you need both
• The content category most B2B companies neglect: services and products
• A simple test for whether your clients actually know what you can do for them
• How content categories remove ideation paralysis and make batch content creation possible

"By all means, do all of those posts. But when it comes to building thought leadership, especially on LinkedIn, I find that these one-off idea-of-the-day kind of posts, they are a little bit insufficient just by themselves."

"I don't actually sell what I'm doing right now. I'm not selling doing this video. I'm not earning money doing this video. I earn money from selling marketing, helping marketing departments for producing content for them."

"I bet you they only know that single thing because what you do only takes up like one percent of their daily work, and what you do takes up 100% of your daily work."

Mikkel Svold is the founder of Montanus, a B2B content production agency based in Aarhus, Denmark. He works exclusively with knowledge-driven engineering, technology, and science companies, turning a single monthly expert interview into a full content universe: podcasts, videos, blog posts, LinkedIn posts, email newsletters, and more. The Content Universe is his personal thought leadership channel: a space to share the frameworks, tools, and thinking he applies daily with his clients.

Questions, topic ideas, or guest suggestions: podcast@montanus.co

Find more episodes at montanus.co