Goals & Audiences

Goals and audiences are the two selection inputs that direct the AI when generating a content plan. Goals define what you want the content to achieve. Audiences define who you're writing for. Together, they determine the types of ideas the AI produces — a "Lead Generation" plan for "Decision-makers" generates very different content than an "Engagement" plan for "Professional peers."

Goals and audiences selection in the content planning dialog

What goals are available?

Five options, each targeting a different content outcome:

• Growth & visibility — content designed to increase your reach and grow your follower count. Think posts that get shared, attract new profile views, and put you in front of people who don't follow you yet.
• Engagement & discussion — content that sparks conversations. Questions, contrarian takes, experience-based observations — posts that pull people into the comments.
• Authority & positioning — content that builds credibility in your field. Deep dives, frameworks, lessons learned. The kind of posts that make someone think "this person knows what they're talking about."
• Lead Generation — content aimed at attracting potential customers or clients. Case studies, problem-solution posts, and content that naturally leads toward your product or service.
• Promotion / activation — content that supports a specific launch, event, or announcement. Product releases, conference talks, hiring pushes, partnership announcements.

What audiences are available?

Five options, each representing a different segment of your LinkedIn network:

• Professional peers — people in your industry or role. Colleagues, competitors, and others who share your professional context.
• Potential customers — people who might buy your product or service. The ideas lean toward problems you solve and outcomes you deliver.
• Hiring ecosystem — recruiters, hiring managers, and HR professionals. Useful for job seekers or anyone building visibility in the hiring space.
• Talent — potential employees or collaborators you want to attract. Content that shows what it's like to work with you or at your company.
• Decision-makers — executives, founders, and budget holders. Content pitched at a strategic level rather than tactical detail.

How are goals and audiences used?

When you open the planning dialog on the content calendar, you select one or more goals and one or more audiences before generating. The AI receives these selections alongside your voice profile and uses them to shape the ideas it produces.

You can select multiple options from each category. The AI blends them — selecting "Growth & visibility" + "Lead Generation" with "Decision-makers" + "Potential customers" produces ideas that balance reach with conversion intent, aimed at senior buyers.

The selections affect the topics the AI suggests, the angles it takes, and the framing of each idea. They don't affect your voice profile or writing style — those stay consistent regardless of which goals and audiences you choose.

Are my selections saved?

Yes. Your most recent goal and audience selections are saved as defaults on your profile. The next time you open the planning dialog, they're pre-selected so you don't have to pick them again.

If you're using content series, each series can have its own goals and audiences. When you generate a plan with a series selected, the series settings take priority over your profile defaults. This means you can maintain different strategic directions for different content threads without changing your defaults each time.