What does a good LinkedIn content strategy for founders look like?

Write for the person who signs the deal, not for other people in your industry. If a post wouldn't make that person think "this is for me", it's not on strategy, however many likes it gets.

A strategy without a next step builds an audience and stops there. The step we use is a lead magnet: a useful resource readers comment to get, delivered by DM, with a landing page that captures their email. The full path is in turning LinkedIn posts into booked calls.

Ask for something in every post and people stop reading. Ask for nothing and nobody becomes a lead. Our monthly mix is 8 lead magnet posts and 20 authority posts: stories, frameworks and opinions that build the trust that makes the ask land.

For formats, we ranked 25 of them from 1,446 top-performing posts in 25 Post Templates. Two findings matter most for a founder: posts that hand people something useful were the most dependable, and posts that ended with a call to book or buy did worst.

• Which posts brought comments from the right people, not just the most comments?
• Which lead magnets got requested, and how many of those people booked a call?
• Which formats and topics should you double down on, and which should you cut?

Judge it over a quarter, not a week. In our work, expect early movement in 2 to 4 weeks and compounding around month three. More in how long it takes to get leads from LinkedIn.