Hey Reader,

Most founders on LinkedIn fall into one of two traps:

1. They repost random company updates with no strategy in place, or
2. They overthink content so much that they don't post at all.

Sound familiar?

If you’ve ever found yourself staring at a blank page, unsure what kind of content will actually move the needle, this newsletter is for you.

Here’s what you’ll learn today:

• Why every founder needs a clear content strategy
• How to create audience-relevant content
• A simple content funnel breakdown for founders (that you can use)

By the end, you’ll know exactly what to post to attract the right people and how to structure your content so it turns followers into clients.

Let’s get into it.

Why every founder needs a clear content strategy

A content strategy is the one document you cannot skip. It's your compass, showing you:

• who your content should target
• what themes you'll consistently talk about
• how to stay consistent and engaged
• how to avoid shiny object syndrome (jumping on every new trend)

That’s why step one is always going back to your content strategy — and getting clear on what your ideal client looks like.

Because your goal isn’t just to post for the sake of posting. Your goal is to create content that aligns with your business while building relationships with your audience.

How to create audience-relevant content

1. Research your ICP (ideal client profile)

To grow your business on LinkedIn you need to know exactly who you’re writing for.

Funny enough, this is where most founders go wrong. They assume they can just post whatever comes to mind.

Instead, you need to research your ICP first.

I like to break this down into 3 categories:

1. Demographics:​
Who are they? (gender, job title, experience, location)

2. Technographics:​
Where do they work? (company type, size, revenue, etc.)

3. Emotions (extra important):​
What are their biggest pain points, obstacles, and dream outcomes?

• Pain points – What's their #1 struggle right now?
• Obstacles – What’s stopping them from making progress?
• Dream outcomes – What does their ideal future look like?

Yes, this takes time, but it’s worth every minute. You’ll walk away with your first 10-15 content ideas, all tied to what your ideal clients care about.

2. Take notes from client conversations

This one’s a cheat code.

Every discovery call, sales call, and coffee chat with a potential client, it’s all content gold if you’re paying attention.

Your prospects and clients are telling you:

• What they’re struggling with
• What they’re confused about
• What’s holding them back

All you have to do is write down what they're saying, and you’ll get proven content ideas straight from the source.

Example:

• A prospect isn’t convinced your service delivers results? → Write a case study showing exactly how you solved that problem for someone else.
• Someone asked you a super specific question on a call? → Turn it into a post, and use it to show your approach to solving that problem.

This is how you create content that people appreciate, because it’s based on real conversations, not guesses.

A simple content funnel breakdown for founders

Now that you know what to post about, let's talk about how to structure your content.

Should you only post content about your audience’s problems? Not really. You need variety.

That's where the content funnel comes in. Think of it like a customer journey - a mix of posts designed to attract attention, build authority and convert followers into clients.

Here's the simple breakdown:

TOFU (top of funnel) - The goal here is to get new people into your audience and bring traction to your profile.

What to post: your POV, industry trends and predictions, stories from your founder journey (mistakes, lessons), etc.

MOFU (middle of funnel) - In this stage, your goal is to show your expertise and build trust with your audience. Kinda like this newsletter.

What to post: case studies, step by step breakdowns, how-to and how I posts.

BOFU (bottom of funnel) - Your goal in this final stage is to turn all that trust into sales.

What to post: your offer (product/service),client testimonials and success stories.

Takeaway:

If you’ve done your due diligence, researching your ICP, taking notes from real conversations, and organizing your ideas into a simple content funnel, you’ll never run out of things to post.

In fact, you probably already have at least 10 content ideas sitting in your notes by now.

So here’s my question for you: What’s your biggest challenge with LinkedIn content?

Hit reply and let me know. Who knows, your answer might inspire the next newsletter.

See you next week,

Klinta

---