Core
$1,799 / month
16 posts or documents
4 native video edits
One executive plus company page
Weekly B2B editorial planning
Two voices, planned separately
Comment monitoring and replies
Friday desk report on reputation and demand
LinkedIn · authority, proof, well-informed buyers
Turn expertise into the reason the market remembers you.
LinkedIn works when a credible person offers useful judgement and proof others can check, at the moment it matters. We plan the posts around what the operator actually knows, and give the company page a different job.
Executive voice·Company proof·Documents · video · discussion
Editorial outlineDecision note
Operating note · 05Document · 6 pages
Decision · supporting material · implication
01 · How the feed works
LinkedIn is a reputation market with a recommendation system underneath it.
LinkedIn looks at who is posting, what the post is about, how people respond and how relevant it is to their work. A generic thought-leadership calendar wastes most of that.
Identity
Who is speaking?
Role, expertise, company, network and the professional context around the voice.
Content
What is actually here?
Subject, recency, source, format, language and whether the post contains useful substance.
Activity
What happens around it?
Reading time, reactions, comments, shares, follows, profile actions and past interactions.
Relevance
Who should see it next?
Your market is narrower than "everyone in B2B". Good programmes accept a smaller audience to reach the right reader.
02 · Two voices, two jobs
The executive carries judgement. The company page carries proof.
Each should support the other without borrowing its voice. The executive's posts are personal; the company page has a track record, more contributors and a longer shelf life.
Executive voice
Judgement only this person could give.
Operating decisions, trade-offs, category positions, lessons earned through work, public corrections and evidence the speaker can defend.
First-person point of viewHow a decision was madeCustomer or operator languageUseful disagreementComments as discussion
Company page
Proof with a track record.
Research, product evidence, customer proof, hiring context, events, documents and lasting material that should outlive any one executive's posting habits.
Research and data productsProduct and customer proofNative documentsEmployer evidence
03 · Objectives · organic and paid on one map
LinkedIn's campaign objectives, and the organic work that earns each without a budget.
ObjectiveWhat Campaign Manager optimises forOrganic work we runWhat we track
Brand awarenessImpressions among the defined professional audienceExecutive territories posted on a rhythm · company research documentsQualified impressions · follows
Website visitsClicks to a destinationDocuments ending in proof on your own siteClicks to the site
EngagementReactions, comments, shares, followsPosts that lay out a decision and invite argument · replies to commentsQualified comments · saves
Video viewsViews and completion of native videoOperator-in-the-room native video, readable on muteHold · completion · comment quality
Lead generationLead Gen Form submissionsProof requests answered in the comments, routed to a document or callInbound requests · CRM self-report
Website conversionsDefined actions on siteCompany-page proof that sends readers to product and research pagesSite paths · SQL context
Job applicantsApplications to open rolesPeople-and-craft territory: credit the frontline, show the workFollows from candidates · applications
04 · Format choice
Choose the format after the argument is clear.
A long text post, a six-page document, a 60-second native video suit different kinds of reading and carry different amounts of proof.
Text post
Editorial outlineContext · choice · trade-offHow should a warehouse team review its picking route?Map the route, review item locations and compare the options with the people doing the work.…see moreDecision · trade-off · evidence
Show how the decision was made.
When the operator's judgement, a trade-off or a precise observation is the product.
We track: reading time · qualified comments · profile actionDocument
1/6Reviewing a picking routeWhat changed on the floor
2/6Before3 zones, 1 route
3/6AfterCompare the routes
Let the reader inspect.
Frameworks that show how they work, before-and-after examples, research and visual evidence.
We track: progression · saves · shares · follow-up requestsNative video
Muted CCExplain the route, the alternatives and the evidence needed to compare them.
Put the operator in the room.
When delivery, demonstration or environment adds evidence the written post cannot.
We track: hold · completion · comment qualityrecurring publications · research
Series outline · The floor planReviewing a picking route01 · The slotting audit02 · What the data missed03 · The dock-side ruleResearch · method · sources
Build a series people come back for.
When the subject needs regular depth that a single post cannot hold.
We track: returns · return · shares among the right readers
05 · Editorial territories
Six territories the executive can return to week after week. None is a "founder content pillar".
We draw them from the person's actual work. Each territory has its own kinds of post and its own measure of success.
Territory 01
Operator decisions
Where did you choose speed over precision, margin over volume, one market over another?
Decision logBefore / after mechanicsCost of the trade-off
Territory 02
Category truth
What does the market misunderstand because the people writing about it are not the people doing the work?
Notes on primary sourcesMyths worth correctingCustomer language
Territory 03
Company proof
What can the brand show rather than assert? Product evidence, research, operating data, customer outcomes.
DocumentsResearch notesCustomer evidence
Territory 04
Joining the conversation
Comments, responses and timely analysis where the executive adds something specific instead of borrowing the headline.
Threads worth joiningReply hoursSource list
Territory 05
People and craft
Credit the people doing the work. The operator does not need to be the protagonist of every useful post.
Frontline expertiseMaker storiesNamed credit
Territory 06
The difficult quarter
Failures, misses, rejected ideas and constraints create more authority than another victory lap when the evidence stays attached.
Post-mortemsCorrectionsWhat changed next
06 · Comments
The comment section is part of the product.
Qualified comments reveal who understood the argument, which proof is missing and what the market wants clarified. Applause from other content creators is not the goal.
Incoming discussion · operating note 05
VP Operations
"How did you choose which SKUs to move? We have the same walking-distance issue but a very different order mix."
→ Build a follow-upWarehouse designer
"The floor plan is uglier because the replenishment path gets cleaner. That trade is usually missed."
→ Expert contributionRecruiter
"This is the first ops post I have seen all week that says what the operator actually changed."
→ Authority signalNext editorial action
DocumentPublish the before / after slotting map with the three assumptions that mattered.
ReplyAnswer the replenishment trade-off directly. Credit the warehouse designer's point.
StopDrop the generic leadership carousel scheduled for Thursday. It does not advance this territory.
07 · From post to pipeline
Professional content builds trust, hiring interest, partnerships and pipeline slowly. We track all five steps so none of them is assumed.
01FeedSeen by the right peopleRelevant impressions, reading time, saves and professional discussion.
02Profile / pageSigns of intentFollows, profile visits, company-page visits, and reading on into a document.
03ProofSite / researchEvidence on your own site, product pages, events or a referral.
04CRMSelf-report + sourceInbound form, sales notes, "how did you hear about us?" and known contact paths.
05CommercialSQL / opportunityPipeline and revenue context, stated only when the evidence supports the connection.
08 · The editorial week
The executive's time goes on thinking. We handle the production.
Source · 30–45 minDecisions, customer language, current market tension, proof and what changed this week.
Editorial buildResearch, source checks, drafting, document design, company-page proof and comment opportunities. The executive approves the view, not every comma.
Friday deskWho leaned in? The right people's comments, proof requests, profile actions, inbound enquiries and the next territory.
09 · First 90 days
Build recognisable judgement before chasing volume.
Days 1–15Voice capture
Past writing, real decisions, source access, claims, buyer and company proof.
Days 16–30Territory launch
Text, document and discussion formats on the two or three strongest territories.
Days 31–60Add the proof
Company documents, research, recurring series and follow-ups answer the market's requests.
Days 61–90Connect demand
Site journeys, CRM notes, self-reported sources and regular publications.
10 · LinkedIn Mastery
Give buyers a clearer view of your expertise.
Core and Studio run the executive's posts and the company page as one B2B editorial programme. Enterprise adds compliance and approvals, regular research and multiple markets.
Start Core
Studio
$3,599 / month
24 posts or documents
8 native video edits
Up to three expert voices
Recurring research product
Editorial plan across all six territories
Company proof posts and documents
Monthly review of reputation and pipeline
Enterprise
Custom
Approval rules across markets
Multiple executive voices
Regular research publications
Sensitive disclosure approvals
Event and live-response capacity
Custom CRM and measurement integration
Sign-off on the company's core narrative
LinkedIn questions
Do you ghostwrite?
Yes. We capture the executive's source material, draft in the approved voice and keep final approval with the person whose name is on the post.
Is this only for founders?
No. Operators, CMOs, technical leaders and company pages can all build authority when the source material is strong and the audience is clear.
How do you connect content to pipeline?
We track each step separately: feed response, profile visits, site behaviour, CRM self-reports and opportunity context. Platform activity is reported separately from CRM attribution and self-reported enquiries.
Can the company page and executive page run together?
Yes, as long as they have different jobs. The executive carries judgement; the company page carries proof and track record.
Questions to clarify in your brief
- Do you ghostwrite for founders?
- Will every post come from the founder profile?
- Do you guarantee pipeline?
- Can you work with multiple executives without making them sound the same?
- How fast can we start?