LinkedIn is more than just a professional networking platform. It's a powerful tool for driving inbound conversations and building a founder’s brand. But where many professionals falter is in the execution of a consistent LinkedIn content strategy. In this blog, we’ll dive into a simple yet effective three-step process for creating LinkedIn content. This strategy takes less than a full day per month and can generate results that go far beyond the platform.

Step 1: Ideate – The Foundation of Your LinkedIn Strategy

Every solid LinkedIn content strategy starts with great ideas. But, how do you keep the ideas flowing consistently?

Spend one hour, once per month, generating a list of content topics. Here are three simple methods to ensure your ideas never dry up:

1. Leverage AI Tools – Use ChatGPT to brainstorm relevant topics. You can input a prompt like "Content ideas for LinkedIn B2B SaaS" to spark creativity.
2. Survey Your Network – Talk to your colleagues, clients (past and present), and even your family members. Each of them has unique insights that could lead to valuable content ideas.
3. Monitor Industry Trends – Stay on top of what’s happening in your sector by following thought leaders on LinkedIn. What are people talking about? What pain points are emerging?

By dedicating just one hour each month to this ideation phase, you’ll build a backlog of 20-30 potential content ideas. This not only saves you time later but ensures you always have a direction to follow.

Key Takeaway:

Without a clear set of ideas, your LinkedIn content strategy will lose momentum. Keep a regular idea generation habit to always have fresh topics on hand.

Step 2: Create – Turn Your Ideas Into Actionable Content

Now that you’ve got a solid list of ideas, it’s time to start crafting your posts. The second step in our three-part process is Create.

Here’s how you can make this step manageable and efficient:

• Write Outlines – Whether you’re creating a LinkedIn video or a text post, start with an outline. This doesn’t have to be a polished draft, just a framework of the key points you’ll cover. The focus here is speed.
• Allocate Time Efficiently – Spend one hour, twice a month, outlining or rough-drafting your content. This two-hour investment ensures you have a roadmap for each piece.
• Choose Your Format – Decide if your content will be a video, a carousel post, or a simple text post. A mix of formats can engage a broader audience, especially when you integrate a LinkedIn video strategy into your overall approach. Videos tend to be more engaging, but don’t underestimate the power of a well-written text post or an informative infographic.

Remember, this stage is not about perfection. It's about creating the foundation you’ll later refine.

Key Takeaway:

The “Create” phase is where your ideas start taking form. Focus on efficiency—draft quickly, build outlines, and decide on formats without overthinking.

Step 3: Execute – Publish and Analyze Your Results

This is where your strategy truly comes to life—Execute. You’ve brainstormed, drafted, and now it’s time to hit publish.

To make this step seamless:

• Set a Posting Schedule – Allocate one hour, three times a month, to schedule your posts. Platforms like LinkedIn allow you to pre-schedule content. This reduces day-to-day stress and keeps your profile active.
• Utilize Templates – Don’t reinvent the wheel. Look at the successful posts of industry leaders, and adapt proven frameworks. There are tons of readily available templates online, saving you time on formatting and structure.
• Engage and Analyze – Publishing is just the start. Spend some time engaging with comments, responding to messages, and reviewing how your content is performing. Use LinkedIn’s analytics tools to track metrics like engagement, reach, and conversions.

Through this streamlined process, you’ll be able to craft and execute your LinkedIn content strategy in less than six hours per month. In this time, you can produce at least three to four pieces of high-quality content that resonate with your audience and drive conversations.

Key Takeaway:

Execution is where your ideas and drafts become live content. Stick to a schedule, use templates, and consistently monitor your performance.

The Power of Repurposing Content

Creating content doesn’t stop with LinkedIn. Your posts can be repurposed in numerous ways to extend their value.

Consider turning your LinkedIn content into:

• Sales Collateral – Use key posts as part of your outreach strategy. Sharing value-driven posts can set the tone for productive sales conversations.
• Blog Posts – Expand on successful posts by turning them into detailed blog entries. This not only drives more inbound traffic but strengthens your SEO strategy.
• Company Newsletters – LinkedIn content can often serve as the basis for a well-structured newsletter, keeping clients and prospects informed.

In short, never limit the reach of a great idea to just one platform.

Final Thoughts

If you’re struggling to maintain consistency on LinkedIn, this simple three-step process—Ideate, Create, Execute—will help streamline your workflow. It’s a method that can be applied with as little as six hours per month and will help you establish a powerful LinkedIn founder brand that gets results.

And if you want an expert hand in managing your LinkedIn content marketing, consider working with a service like Shake. We specialize in helping B2B founders and CEOs produce high-quality content that boosts authority, engagement, and revenue.

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Introduction
Stepping into the role of Head of Marketing or CMO brings immediate pressure to deliver. Especially in a Series A company, marketing strategies need to adapt fast. You’ve been hired because something is stagnating. The brand needs a reset, and you’re at the helm to lead this transformation. One of the quickest wins? LinkedIn content strategy. If you're not leveraging it, you're leaving significant opportunities on the table.

Why LinkedIn Should Be Your Focus

For any B2B brand, building trust is the ultimate goal. Customers don't just buy products—they buy confidence in your brand's ability to deliver. And trust is earned through consistency. This is where LinkedIn becomes critical in your content marketing toolkit.

While traditional avenues like events or paid advertising are still relevant, LinkedIn offers something that these channels can’t—daily, organic interactions with your target audience. By appearing in their feeds consistently, you position your brand as a reliable source of insights, solutions, and expertise. This is trust acquisition in action.

Building Trust with LinkedIn Content

The beauty of LinkedIn is its professional context. You’re not competing with lifestyle posts, but rather engaging with decision-makers and professionals in your space. Use this platform to position your brand as a thought leader.

But how do you start?

1. Regular Posting: A consistent posting schedule establishes reliability. Posting once or twice a week isn’t enough. Your audience needs to see your insights repeatedly, which helps solidify your authority. A well-executed LinkedIn content strategy drives this effort, fostering a habit of engagement with your posts.
2. Content That Educates: LinkedIn users are there to learn. Whether it’s industry trends, actionable strategies, or case studies, make your content a valuable resource. Remember, LinkedIn content marketing is about informing, not selling. The more value you offer, the more likely people are to follow and engage with your brand.
3. Video Content is Key: LinkedIn’s algorithms are favorable to video content, and for good reason—video is engaging, personal, and easy to consume. A LinkedIn video strategy doesn’t need to be complex. Start with short, insightful videos that address key pain points in your industry. Use them to share thought leadership or behind-the-scenes looks at your company’s culture and process. This not only humanizes your brand but builds trust quicker than text alone.

The Role of the Head of Marketing: Execution and Accountability

As the new marketing lead, it's crucial to understand that LinkedIn success doesn't happen overnight. It requires a methodical approach, and most importantly, accountability.

1. Internal Collaboration: Work closely with the founder or CEO. They are often the face of the company, and their presence on LinkedIn can amplify your efforts. If they’re hesitant to post regularly, partner with them to develop content ideas, provide drafts, or even manage the posting schedule. In Series A startups, the LinkedIn founder brand is a powerful asset.
2. Delegate, Delegate, Delegate: You don’t have to do everything alone. Build a team that can support content creation, whether it’s working with an in-house writer, video editor, or an external partner like Shake, which specializes in creating LinkedIn content that drives authority and revenue.
3. Engagement Strategy: Posting isn’t enough. You need to be active in engaging with comments, responding to questions, and even joining relevant discussions in your field. LinkedIn is a platform built on interactions, and those who engage effectively get noticed.

Overcoming the Fear of Posting

Many founders and executives feel a reluctance toward posting, fearing judgment or lacking time. If you're leading the marketing charge, it's your responsibility to break through this barrier. Emphasize to the leadership team that failing to establish a LinkedIn content strategy will leave room for competitors to take the lead. They might already be creating content that gets in front of your target audience—and gaining traction as a result.

You can either seize this opportunity or allow others to do so. Encourage the leadership team to experiment. Perfection isn’t required, but consistent effort is.

The Shake Advantage

If developing a content strategy feels daunting, a service like Shake can take this off your plate. They specialize in producing LinkedIn content that builds authority, strengthens brand presence, and drives inbound revenue. With a done-for-you service, they ensure that your brand remains visible and valuable to your audience. For B2B SaaS, agency, or consultancy founders, this can be a game-changer, freeing up valuable time to focus on other critical areas of growth.

Conclusion

As a new Head of Marketing, your role is to innovate and execute. With LinkedIn, you’re leveraging one of the most powerful platforms available to reach your target audience. By establishing a consistent content strategy—supported by video and regular engagement—you can build trust, accelerate your brand’s authority, and ultimately drive growth.

If you’re not already leading with LinkedIn content, start now. Your competitors won’t wait.

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Introduction: The Rise of Demand Generation

Over the next five years, the marketing landscape will undergo a seismic shift. Traditional outbound strategies like cold outreach and sales teams driven by BDRs and SDRs are losing their edge. The new front-runner? Demand generation—a role that will become indispensable for high-growth companies, particularly those in the B2B SaaS space. As businesses move towards building trust with consumers over time, content marketing is emerging as the most effective tool. Companies like HubSpot and Morning Brew have already pivoted toward creating entire media arms, proving that long-term relationships, nurtured through strategic content, are the future.

Why Demand Generation Is the Future of LinkedIn Content Strategy

Demand generation straddles the line between sales and marketing, making it a hybrid role that leverages content to drive inbound leads. What makes it so powerful is its focus on building relationships over time rather than pushing for immediate sales. This is particularly crucial for founders looking to establish a LinkedIn founder brand or scale their companies. LinkedIn content marketing, when executed with precision, transforms passive followers into active leads and revenue-driving conversations.

The need for demand generation is urgent—especially as LinkedIn continues to solidify its place as the premier platform for B2B networking. Brands that ignore the importance of this role risk falling behind competitors who understand the value of LinkedIn video strategy, long-form articles, and thought leadership content that keeps the audience engaged.

The Shift in Consumer Behavior: Trust Over Transactions

In today’s market, trust is everything. Consumers are no longer swayed by flashy ads or intrusive cold calls. Instead, they want value—insights, education, and real-world solutions that only credible content can provide. This shift in behavior is what makes demand generation so critical. Content marketing is no longer a “nice to have”; it’s a necessity.

By aligning content with your audience’s pain points and delivering it in a way that feels authentic, you don’t just generate interest—you build trust. And when your audience trusts you, they’re far more likely to convert. For companies in the B2B SaaS space, this is the difference between thriving and merely surviving.

Building Your LinkedIn Founder Brand Through Demand Generation

Founders, in particular, have a unique opportunity to build their brand on LinkedIn. By positioning themselves as thought leaders, they can cultivate a following that not only resonates with their message but also actively seeks out their expertise. LinkedIn content strategy plays a pivotal role in this. But it’s not just about posting regularly—it’s about consistency, relevance, and engagement.

Founders can leverage demand generation strategies to share long-form posts, insightful videos, and data-backed insights that offer real value to their network. The key is to focus on quality over quantity. A single well-thought-out post can do more for your brand than 10 generic updates. It’s about creating content that sparks conversations, nurtures relationships, and ultimately drives inbound leads.

The Role of Content Marketing in Demand Generation

At its core, demand generation relies heavily on content marketing. The content you produce is the engine driving inbound interest. For this reason, companies like Shake, an end-to-end LinkedIn content service, are pivotal. They help businesses produce premium content that not only builds authority but also drives revenue.

Whether it’s blog posts, whitepapers, or LinkedIn videos, the goal is always the same: create content that your target audience finds valuable. Shake, for example, designs bespoke strategies to ensure that every piece of content serves a purpose. It’s not about pumping out as much content as possible; it’s about crafting thoughtful, strategic pieces that resonate with your audience.

LinkedIn Video Strategy: A Game-Changer for Demand Generation

LinkedIn videos are one of the most effective tools for demand generation. Why? Because video content is engaging, personal, and—most importantly—memorable. It offers a unique opportunity to build rapport with your audience in a way that static posts can’t. Videos allow you to showcase your expertise, share insights, and create a more personal connection with your followers.

For founders and marketing leaders, integrating a LinkedIn video strategy into your content plan is essential. Videos can humanize your brand and create deeper engagement. More importantly, they offer a way to stand out in a crowded feed. With so many companies vying for attention on LinkedIn, video content allows you to differentiate yourself, establish credibility, and capture your audience’s attention.

Conclusion: Demand Generation Is No Longer Optional

The future of marketing lies in demand generation. As content marketing continues to drive relationships and revenue, companies that embrace this strategy will lead the pack. For B2B SaaS companies and founders, building a strong LinkedIn presence is key to leveraging demand generation effectively. It’s not just about creating content—it’s about creating meaningful content that engages, nurtures, and ultimately converts.

Demand generation is here to stay. The question is: Are you ready to lead the charge?

For those looking to scale their LinkedIn content efforts, Shake Content offers tailored solutions to help founders and CEOs build authority and drive revenue through content marketing. Don’t get left behind in the content race—get ahead with Shake.

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