We generate more than 20 million LinkedIn impressions a year, and that reach turned into $5 million in new ARR.
None of it came from chasing viral moments. It came from treating LinkedIn like a system: pick the right audience, study what already works, repeat the formats that land, and hand the playbook to the whole team.
Here are the eight steps we run, plus how we tie the whole thing back to pipeline.
1. Identify Who Your Ideal Buyer Is
The most common mistake we see is content built to go viral instead of content built to convert. Reach is easy to buy with a spicy take. The problem is that a lot of that reach lands on the wrong people, and you end up educating your competitors for free.
We think about it in reverse. Before writing anything, we name the exact person we want reading it. For us that is GTM leaders, the people who decide how a revenue team is built and what it runs on.
Just as important is who we do not want. We purposefully avoid writing for GTM agencies, because agencies are competitors, not buyers. If a post is written to impress other agencies, it is a vanity post, not a pipeline post.
2. Identify Who Will See and Share Your Content
Your buyer and your reader are not always the same person, and that is fine. A GTM leader might be the one who signs, but a GTM operator is the one scrolling at 9pm and tagging their manager in the comments.
Content does not need to be made for the buyer directly, as long as there is a clear path for the buyer to find it. Operators share up the chain. Peers forward posts to peers. A well-placed comment from someone senior can put your post in front of a decision maker you never targeted.
So we write for the person likely to spread it, and we make sure every post carries enough context that a buyer who lands on it cold still understands why it matters.
3. Review What Has Already Been Produced
We never start from a blank page. We start from evidence.
First we look at our own back catalog. We pull the posts that outperformed and make more of them, plus variations on the same angle. If a carousel on GTM tooling did well once, there are usually five more versions waiting inside that one idea.
Then we look at competitors. When a competitor's post lands, we ask how we would make it more advanced, simpler to grasp, or better looking. Same topic, higher execution.
Last we study the thought leaders in the space. We find the quality gap between their best work and ours, name exactly what they do better, and decide how fast we can close it. That gap analysis is often where the next month of content comes from.
4. Uncover Proven Content Ideas and Angles
Once we know the topics, we build a swipe file of outlier content. This is a running library of posts that beat their author's average by a wide margin, sorted by angle and format so we can pull from it on demand.
We source it a few ways. Tools like Taplio and Scripe surface viral posts by author, by keyword, and across adjacent niches, so we can see what is breaking out beyond our own feed. Then we adapt the proven post or format to our subject instead of inventing an angle from scratch.
The point is not to copy. It is to start from something that already proved demand, then rewrite it for our audience and our offer.
We built a mini tool that does the same thing for outbound: feed it your ICP and your content direction, and it generates campaign angles you can adapt in seconds. You can try it free here:
Campaign Ideation Tool
Enter your email to generate your campaign ideas.
5. Identify Winning Formats
Winning on LinkedIn is a combination of proven topic angles and formats you repeat every week. Angles give you relevance. Formats give you consistency, and consistency is what compounds.
We settle on two or three weekly topics, things like AI agents and GTM tooling, and pair them with repeatable formats we can produce fast. A tools carousel one day, a schema infographic another, a short breakdown post after that. The reader learns to recognize our shape in the feed.
Here is the part people resist: content does not need to be new to perform. It needs to reach people who have not seen it yet. Your audience turns over constantly, and a post that worked six months ago will work again for the thousands of new followers who never saw the first run.
6. Alternate TOF, MOF, and BOF
Not every post has the same job. Some bring new people into the audience, some warm up interest in what we sell, and some ask for action.
Top of funnel content is built for reach. It pulls fresh eyes in with a broad, useful idea. Middle of funnel content piques interest in our offering, showing how we think and what we can do. Bottom of funnel content drives a clear next step, whether that is a reply, a booking, or a signup.
It is rare for one post to do all three well, so we stop trying. Before we write, we decide the single goal of the post. That one decision keeps the calendar balanced, so we are always filling the top while still converting the bottom.
7. Package Your Content With Visual Designs
An image is worth a thousand words, and a video is worth thousands of images. On a feed where people scroll fast, the design is often what earns the stop.
We put real effort into how a post looks before it goes out. Clean carousels, readable infographics, and thumbnails that make the value obvious in a half second all lift reach, because the algorithm rewards the dwell time that good design buys you.
To keep quality high without slowing down, we preview how a post will render in the LinkedIn feed before publishing, so the hook, the crop, and the first image all land the way we intended. You can preview your own posts free here:
LinkedIn Previewer Tool
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Paste your LinkedIn URL to auto-fill your profile
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8. Expand the Playbook to Your Team
There is a hard ceiling on a single profile. You cannot publish two or more posts a day without losing reach, and the algorithm punishes over-posting on one account. More posts still mean more impressions, so the only way up is out.
The unlock is your team. Every colleague who posts is another distribution channel running the same playbook, reaching a network you do not have access to on your own.
We proved this at scale. In one 90 day stretch, our team published 581 posts across 24 people, and that team-wide effort added $151,000 in MRR. Same playbook, more voices, a step-change in both reach and revenue.
9. From Impressions to Pipeline
Twenty million impressions is a headline number, not the point. The point is the $5 million in new ARR sitting underneath it, and that only happens when the content connects to a revenue engine that can catch the demand it creates.
Reach without a system to convert it is just noise. Every one of these steps exists to move a specific person one stage closer to a conversation: the right buyer sees the right format, warms up over weeks of middle-funnel posts, and eventually replies to a bottom-funnel one. Attention becomes pipeline only when that path is deliberate.
The same logic applies to the stack behind the content. Impressions feed the top, but your GTM setup decides how much of that attention turns into booked revenue. If you want to see how your current setup compares to a connected model, you can run it here:
GTM Report Tool
What is the one topic your buyers would stop scrolling for, that you have not posted yet?
Free guide: How to Engineer a LinkedIn Gem. We turned this playbook into a step-by-step framework you can copy, from hook to format to distribution. Read the guide here.
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