Social Media Content Strategies

Demand gen is utterly broken. It's overly complicated & lacks the soul and creativity that consumers deserve. I promise there's a better way. Here's the 3-pronged content engine we're building for companies at storyarb: Principles: - Treat your content as the product, not as marketing for another product - Unique insights + Unique voice + Unique packaging = Unique content - Pick topics that make your Market of 1 better at their job Channels: 1) Deeply researched long-form content Purpose: create data-driven OR interview-based website content that is deep enough & insightful enough such that a reader feels the need to bookmark & reference later. Good examples: Lenny Rachitsky: "How the biggest consumer apps got first 1,000 users" - Lenny interviewed hundreds of founders, identified patterns, and broke down the seven strategies consumer apps used to grow. Carta: "State of Private Markets: Q3 2024" Report - Using tons of internal funding data by Carta customers to pull together trends in startup funding for the quarter. HubSpot: "My First Million's Business Idea Database" - Aggregating & organizing 57 startup ideas shared by past MFM podcast guests into an e-mail gated database 2) Editorial email newsletter Purpose: create the best industry read for your market of 1 that allows you to build an owned audience of current/future customers. Good examples: - Content Examined by Alex Garcia: the best read for consumer content marketers, which acts as a perfect nurturing tool for his community, course, and agency - Big Desk Energy by Tyler Denk 🐝: a window into building a high-growth startup as it's happening by the founder of beehiiv - Exploding Topics: a snapshot of 4 emerging trends (based on google search data) that founders & investors should be aware of. 3) Personal brand social content Purpose: allow your market of 1 to build a parasocial relationship with your company through 1-4 personalities (execs, founders, etc) who enable connection with your faceless brand. Good examples: - Adam Robinson: fully transparent monthly breakdowns of his companies' (Retention.com & RB2B) performance with lessons learned & plans to fix key issues - Peter Walker: Head of Insights at Carta uses first party data from the company to share unique startup ecosystem trends + his own POV - Kieran Flanagan: AI & GTM expert who shares deep marketing insights, playbooks, and predictions that help build his & HubSpot's brand If you want help building this 3-pronged engine at your company, shoot me a DM or email at alex@storyarb[.]com.

I Wish Someone Told Me This When I Started on LinkedIn… When I first started posting, I believed three things: ✔️ If my content is good, people will notice. ✔️ More engagement = more success. ✔️ Posting daily is the key to growth. Turns out, I was so wrong. Here’s what actually works: 1. Quality beats quantity: every time. • A high-impact post once a week will bring more followers and leads than daily posts that no one remembers. • Instead of forcing daily content, focus on posts that make people think, save, or DM you. 2. Visibility isn’t about algorithms: it’s about positioning. • If your content speaks to the right people, they’ll find you. • Instead of chasing virality, build trust. People buy from those they trust, not those who just “go viral.” 3. People don’t follow you for information. They follow you for insight. • Google gives information. You give perspective, experience, and clarity. • Your audience doesn’t just want what to do. They want to know why it matters and how to make it work for them. 4. You don’t need 1,000 likes to get inbound leads. • A post with 20 likes can bring a client if it speaks directly to their pain points and desires. • Instead of asking, “How do I get more engagement?” ask, “How do I make the right people reach out?” 5. Thought leadership is built, not declared. • You don’t need to be an expert. You just need to share your journey, insights, and solutions. • The more you share, the more authority you build. People trust those who show up consistently with valuable insights. 👉 If you want to grow fast on LinkedIn: • Stop posting for engagement. Start posting for trust and impact. • Be the person who gives people clarity and direction. • Focus on solving problems, not just sharing tips. What’s one thing you wish you knew earlier about LinkedIn? #linkedingrowth

10 questions I use to nail a comms strategy 🎯 I often see comms that rush straight into tactics – post on social media, get the press release out – without stepping back to ask the bigger questions. The difference between “activity” and “impact” often comes down to these questions: 1️⃣ What real world change do I want to achieve? Not “get media coverage”, that’s a tactic. What actual shift do I want to see in the world? That’s the goal. 2️⃣ Who do I need to reach or influence to make that change happen? That’s the primary audience. Who influences them? That’s the secondary audience. 3️⃣ What change in perception, knowledge or behaviour am I aiming for and how will my comms strategy contribute to that? That’s the theory of change, the logic that links the plan to the outcome. 4️⃣ Where does my audience already spend their time and attention and how do I show up there naturally? Choose channels that fit your audience’s habits and context. 5️⃣ What do I know about my audience? How do they feel about my issue? Are they ready to hear what I want to tell them? The most effective messages are designed to meet your audience where they are and gradually move them towards your point of view. 6️⃣ Which voices are most credible to deliver that message? The messenger is just as important as the message, sometimes even more so. 7️⃣ How can I get my message to the audience? Define the comms tactics and activities, e.g. social media campaigns, opinion articles, content creator workshops. 8️⃣ How will I know if it’s working? What outcomes matter most and how will I measure them? E.g. online engagement rates, media mentions, survey results. In non-profits, it’s not always easy to link activity directly to impact so consider proxy indicators, signs that your work is moving the needle, even if indirectly. 9️⃣ What could derail this plan and how will I adapt? Anticipate risks, challenges or changing circumstances, e.g. misinformation spreading online or delays in partner approvals. 🔟 Reality check – is the strategy doable? Do my resources, timing and team capacity match the ambition of the plan? Am I motivating the right people to take the right action at the right time? 💬 Curious to hear from other comms professional around here, what would you add, take out, refine? #strategiccommunications #communicationsstrategy

Despite posting 1000+ posts for years, we never run out of content ideas for our clients. Not just that, we ensure their content keeps working for them, long after it’s first published. How? Through the powerful strategy of R.E.P.U.R.P.O.S.I.N.G. With this approach, our clients never run out of content ideas or engagement opportunities. Here’s how we make it happen: 📌 Refreshing Older Content: - Every once in a while, we revisit their past posts. - We infuse them with new examples, fresh insights, and updated data. - What seemed like “done and dusted” content suddenly became the centerpiece of their latest post, driving engagement like never before. 📌 Extracting Key Takeaways: - We pull impactful quotes, stats, or takeaways from previous content and give them a fresh spin. - For a client in the personal branding space, this meant turning older highlights into shareable visuals, reels and bite-sized social media posts perfect for grabbing attention. 📌 Turning Comments into Content: -Engagement isn’t just a metric; it’s a goldmine. - We’ve transformed audience questions, feedback, or even popular comments into fresh reels and posts. This not only addresses their audience directly but also creates a cycle of interaction and value. The result? A content ecosystem that feeds itself and boosts brand visibility across channels. For our clients, repurposing means never running out of creative ideas, it’s about ensuring every piece of content adds value and sparks conversations. By breathing new life into their existing assets, we’ve helped them stay top of mind, amplify their reach, and get measurable results without starting from scratch every time. Isn’t it time your content worked harder for you too? #PersonalBranding #Repurposing #LinkedIn 

5,200,000+ Posts were analysed. 59.41% had Zero engagement. (All in the last 30 days). So what does this mean? Allow me to break it down for you. Here’s how much content gets posted daily across all platforms: - X (Twitter): 500 million - Facebook: 350 million - YouTube: 216 million - Instagram: 95 million - LinkedIn: 2 million - TikTok: 23 million So yes, your content is drowning in noise. But should you stop creating? Absolutely not. Content is still one of the best ways to build: - Your personal brand - Your company brand - Your product / service visibility You just need a better strategy. Here’s how to actually break through: 1. Start with an angle others aren’t covering. (Don’t just talk about the topic, say something they haven’t considered. Make them think). 2. Take a stance. (Your opinion matters more than approval. No one remembers the neutral voice). 3. Teach something people can use today. (Share data, stats, a quick how-to, or a mindset shift. Give them a takeaway). 4. Use trends with intention. (Share when it connects to what you do, otherwise, it’s just noise). 5. Build with others. (Collaborate with people in your industry. Their audience is your audience, too). 6. Create from your own life. (Stories, failures, behind-the-scenes decisions, this is what people trust). 7. Match the message to the medium. (Every platform has a preferred style. Learn it, then speak its language). Here’s how engagement is distributed across content types: - Short form videos: 31.38% - Long form videos: 15.51% - Interviews & podcasts: 13.84% - Live video: 12.37% - Memes: 10.31% - User generated content: 10.12% So no, you’re not wasting your time. You’re just one smart shift away from being seen. – 💜 If you like this post you will love my newsletter – subscribe here [https://lnkd.in/gxkAmXSt] Source: Neil Patel's analysis of 5.2 million social media posts over 30 days, as detailed in his blog post "You’re Wasting Your Time Creating Social Media Content."

I walked into my favourite cafe when I spotted a familiar face. I went over to say hi and he asks, “Anna, where do you find all your content ideas for LinkedIn?” “I use the same technique from storytelling. I bank my stories. It’s like saving money in the bank. Instead of money, I use stories or ideas of stories.” Finding Content for LinkedIn: The Art of Storytelling Ever feel stuck on what to write about on LinkedIn? You’re not alone. But here’s a tip – finding content is a lot like finding a story to tell. Here’s how you can make it happen: 1. Dig into Your Day-to-Day Your everyday experiences are goldmines. Think about the small wins, the challenges, and those aha moments. There’s so much content hiding in your daily grind, just waiting to be shared. 2. Find the Lesson Every story has a takeaway. What did you learn from that tough project or that difficult conversation? Share the lessons you’ve picked up along the way. 3. Know Your Audience Just like a good story, your LinkedIn posts should resonate with your audience. What are their pain points? What interests them? Craft your content around these insights to make a real connection. 4. Show, Don’t Just Tell Instead of saying you’re a passionate leader, share a moment when you had to lead under pressure. For example, I once had to rally my team for a crucial deadline with just hours to spare. I described the chaos, the strategy, and the eventual triumph. Paint a picture with your words – describe the scene, the feelings, and the outcome. This makes your content more engaging and relatable. 5. Be Authentic People connect with authenticity. Share your real successes and failures. Be honest about your journey. Authentic stories are the ones that stick. 6. Engage with Your Audience Storytelling is a conversation. Encourage your readers to share their thoughts, experiences, and stories. Ask questions and engage with the comments. This not only enriches your content but also builds a sense of community. Finding content for LinkedIn doesn’t have to be hard. Treat it like storytelling – start with your experiences, find the lesson, and share it in a way that speaks to your audience. You’ll find that not only will you have more content ideas, but you’ll also create deeper connections with your readers. Hi, I’m Anna Ong! I'm the host and creator of What's Your Story Slam, an event where people from all walks of life come together to share their stories. It's like standup but with stories. It's a platform to connect and inspire each other through storytelling. Keen to learn more? DM me, and let's chat! P.S. What’s one personal experience you think would make a great LinkedIn post? I’d love to hear it!

Everyone is talking about building a personal brand—figuring out which events to attend, how to land media articles, and how to build a presence on platforms like LinkedIn. But amidst all this noise, we often overlook a simple truth: all of these are just avenues for your voice. The real key to a standout personal brand? Authenticity. As the old saying goes, "People don’t buy the product; they buy you." Nick Cavuoto puts it best: people buy your story, your energy, your magic. Let’s break that down: Your Story: Take Ankur Warikoo for example. From his humble beginnings as a physics major to becoming a successful entrepreneur and mentor, Ankur’s story is a testament to perseverance and continuous learning. He openly shares his life’s journey—his failures, his successes, and the lessons he’s learned along the way. His story isn’t just about the businesses he’s built; it’s about his resilience and his desire to help others succeed. What’s your unique story? What experiences have shaped you? Your story is your connection to your audience. Your Energy: Think of Richard Branson. His contagious enthusiasm and adventurous spirit are as much a part of his brand as Virgin itself. Your energy is your superpower. It’s the feeling you evoke when people interact with you. Are you bringing positivity, innovation, or perhaps calm and stability? Your energy sets the tone for your brand. Your Magic: Steve Jobs had an "unfair advantage" - his ability to turn complex technology into simple, elegant products. What’s your unique talent? Is it your knack for problem-solving, or your skill in building meaningful relationships? Your magic is what sets you apart. I ask every leader talking to me about personal branding - do you want to be just another voice shouting on LinkedIn and Twitter, or do you want to stand out? Focus on what you want to be known for and practice it consistently, both online and offline. Happy to chat about how I can help you find your ‘brand’.

You’re not losing leads because of LinkedIn’s algorithm. You’re losing them because your ideal clients don’t see you as the expert they need. Most B2B founders make the mistake of thinking: ❌ “Posting daily will bring inbound leads.” ❌ “Going viral will grow my business.” ❌ “More content = More sales.” 🚨 That’s not how LinkedIn works. 🚨 I built my B2B brand WITHOUT ads, WITHOUT cold DMs, and WITHOUT chasing engagement. Clients came to me because I focused on the right things. Here’s how you can do the same. 1️⃣ Nail Your Positioning Before Posting Anything Before you create content, ask yourself: 💡 Who exactly are you speaking to? (If you target everyone, you attract no one.) 💡 What urgent problem do they have? (No problem = No attention.) 💡 How does your offer solve it better than others? (Positioning = Trust + Demand.) 2️⃣ Stop Educating. Start Addressing Business Pain Points. Most B2B founders create generic content like: 🚫 “5 Tips to Improve Your LinkedIn Profile.” But what actually works? ✅ “Why Your LinkedIn Profile is Costing You 50+ Leads Every Month (And How to Fix It).” 3️⃣ Build a 3-Layer Content Strategy for Maximum Impact 🚀 B2B growth isn’t about engagement—it’s about trust & demand. Here’s the framework: 🔹 Thought Leadership → Industry insights, predictions & bold opinions. 🔹 Solution-Based Posts → Frameworks, case studies & client transformations. 🔹 Conversion Content → Storytelling, pain-point narratives & strategic soft sells. 4️⃣ Turn Your Profile into a High-Conversion Landing Page Your LinkedIn profile isn’t just a bio—it’s a sales page. 🔸 Headline → Clearly state the problem you solve. 🔸 About Section → Tell a compelling story (not a boring resume). 🔸 Featured Section → Showcase case studies & authority-building content. 5️⃣ The 80/20 Engagement Strategy to Boost Visibility Most people post and pray for engagement. Instead, be proactive: 📌 80% Engagement → Comment on high-traction posts in your industry. 📌 20% Posting → Focus on high-impact, lead-generating content. 💡 Your comments should be mini-posts, not just “Great insights!” 6️⃣ The DMs That Convert Without Being Spammy Use The Insight-First DM Approach: 1: Engage with their content before DMing. 2: Send a short, value-driven message (no pitch). 3: Open with an insight, not a sales script. Example: “Hey [Name], saw your post on [Topic]. You’re spot on about [Key Point]. Have you considered [Unique Insight]? Happy to chat if you ever want to brainstorm!” 🔥 This starts real business conversations—not ignored messages. LinkedIn isn’t about just posting—it’s about positioning, strategy, and smart engagement. When you get these right, inbound leads become a natural result. Follow Shraddha for more insights. P.S. That’s me in ghibli version professionally.

We took a founder to 4M+ impressions and 26,000+ followers on LinkedIn in under a year. The signal we were optimizing for the whole time isn't something LinkedIn shows you by default. Impression going up feels like progress, but if your goal is to get opportunities and become known in your industry, it can be the most expensive distraction in your content strategy. Because you optimise what you track for, and the metric that actually matters is what your content made someone do after they read it. For example, one of the posts of the same founder had 50,000+ impressions, 200+ likes, and  15 comments. Pretty average performance based on reach. But it also had 40 sends and 20 saves. It was being forwarded inside teams and saved by people planning to act on it. That's why for all our clients our focus is always on these 4 metrics- 1. Saves:  Someone saving your post is planning to use it. High saves almost always outperform on the pipeline because they're solving something specific enough to revisit. 2. Sends:When someone forwards your post to a colleague your content just entered a room you were never in. 3. Followers gained per post: Reach means nothing if it's bringing the wrong people. We track which posts are converting the right audience to her profile. 4. Profile visits: Someone read your post, wanted to know more, and went looking. That's a prospect one step from a DM. Our team reviews all the posts on these metrics every week for all our clients.  👉 High saves and sends get repurposed and turned into new formats. 👉High impressions with nothing else get ignored. Over time, we built a library of formats that actually convert.  PS: What metric are you optimising for right now? #LinkedInGrowth #ContentStrategy #PersonalBranding #FounderMarketing #B2BMarketing

Every social media manager's said "wow, that post I made in 5 minutes got more comments than the one I spent weeks on," but wanna know WHY that happened? ⤵️ The quick posts do numbers because they’re usually based on sharper insights, and they're punchier, and they're not weighed down with extra muck. You're not overthinking it, you're firing off something based on real emotion! Here's the problem: I see a lot of social pros take that learning and saying "this is why we should do more real-time content!" or "let's not plan content in advance." Which is notttt the move, especially if you want to work for bigger companies (we'd sometimes make content 6 months in advance during my years with Microsoft). Instead, you've gotta figure out how make sure you're making really great social even when you have too much time & whittle at it so much that it loses all feeling. Here's a few tips to help you get results for all your content: 1️⃣ Start with an insight, not a format. This is why I push back on trend content so hard—social pros are learning to react, not to proactively create. You wanna start with “What truth about our audience do we know that nobody else is saying?” Write out 50! Challenge yourself here and your content will 100x. 2️⃣ Write the hook first. If you can’t grab attention in the first line, the rest doesn’t matter. Genuinely, if you don't know what the hook's gonna be, I suggest you skip an idea, because the hook is allllll that matters if you want someone to stop scrolling to watch your content. Make your brainstorm docs just a list of hooks, not ideas. 3️⃣ Kill the polish. Somewhere between the brainstorm and the approval deck, clarity dies. Stop brand-voicing your way into blandness. The best posts feel like a friend DM’ing you something cool, not a brand statement approved by legal. Make sure each draft of pre-created content feels human. Don't let your 5 minute posts beat your bigger budget items just because you (or your bosses/clients) tinker too much. Also HELLO, if I don't know ya, I'm Jack Appleby—I write daily content here about social media, brand, and marketing strategy! Would love if you left a comment, lemme know your thoughts here, and gimme a follow!