B2BSaaSRecruitment and executive search
Founder-led LinkedIn: building a distinctive point of view
A founder had real expertise but posted rarely, and company content read like product promotion. I built a repeatable system that turns their thinking into a recognisable voice.
- Client
- Founder of a B2B company
- My role
- Ghostwriter and content strategist
- Engagement
- Monthly interview and editorial cycle
Posting was inconsistent and generic. Nothing the founder shared showed how they actually think, so it did little for trust or sales conversations.
How I diagnosed it
Before changing anything, I separated the real problem from its symptoms.
Interviewed the founder to surface operating lessons, opinions and customer patterns
Mapped themes to buyer concerns and company positioning
Reviewed past posts for what earned real conversations
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1
Wrote voice guidelines and content pillars with the founder
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2
Set up monthly interview cycles for fresh, first-hand material
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3
Turned approved material into posts, long-form articles and newsletter content
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4
Coordinated themes with sales and campaigns
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5
Reviewed engagement from relevant buyer roles every month
What I delivered
The concrete assets and systems the team kept using after launch.
- Voice guide
- Interview prompts
- Monthly content plan
- Founder posts
- Repurposing map
- Monthly performance review
How success was measured
Agreed before launch and compared against a baseline, so progress was real, not assumed.
- Publishing consistency
- Engagement from relevant buyer roles
- Profile visits and qualified inbound conversations
- Newsletter growth and usefulness to sales