What should a founder post on LinkedIn?
Daniel Nogueira, Co-founder, Scale Content Labs·Updated The short answer
Post what only you can say: what you've learned from your clients, the opinions you'd defend on a sales call, the numbers behind your results, and useful things you can give away. The best material is already in your week: the questions buyers ask you, the mistakes you see, the decisions you make. Generic advice anyone could write doesn't build trust.
Post types that work for founders
- Lessons from client work. What you saw, what you did, what happened. Specific beats general.
- Opinions you'd defend. A clear take on how your industry gets something wrong, backed by evidence.
- Frameworks and how-tos. The way you actually solve the problem, step by step.
- Proof. Results with numbers and a timeframe, told as a story rather than a brag.
- Something to give away. A guide, checklist or template people comment to get. This is the post type that turns readers into leads.
We ranked 25 formats by how often they produced a creator's best posts in 25 Post Templates, and collected 50 opening lines that kept showing up in top posts.
Where to find the material
- The questions prospects ask on sales calls.
- The objection you hear most, and your answer to it.
- A decision you made this week and why.
- A mistake a client made before they hired you.
One recorded conversation can cover a lot of this. We showed how in 21 posts from one interview, and there are more prompts in 30 post ideas.
What to avoid
- Posts written for other people in your industry instead of your buyers.
- Advice with nothing from your own experience in it.
- A sales pitch in every post. Readers tune it out.
- Engagement bait that gets likes from people who will never buy.
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