Compound Content Studio’s Post

If I was helping an early-stage SaaS founder (pre-seed - Series A) launch a founder-led content strategy here on LinkedIn to increase inbound leads—here’s the playbook I’d run: CONTEXT: Over the past 14 months, I’ve helped 30+ SaaS CEOs and execs launch organic social content. My agency Compound Content Studio has also been at or near capacity since we started and on pace for [redacted] in revenue (sorry, not sharing that yet)…most of which has come inbound from social or referrals. Content works. Here’s how. PLAYBOOK: STEP 1) Pick your platforms. For SaaS companies—post on LinkedIn and post from your founders account. Once you nail LI, consider X. But start here in 2024. STEP 2) Establish your content positioning. This really isn’t a ‘content’ problem—it’s a company problem. If you are unclear around who you help and the problem you solve, translating that into compelling social content will be hard. Example: I won’t shut up about B2B SaaS social strategy. I attract B2B SaaS founders and marketers who want to use social to get leads 🤠 STEP 3) Make sure your profile is presentable. → Clear, high-res PFP close up to your face → Good headline using the formula [ROLE + COMPANY + VALUE PROP] - look at mine → Update your featured link in bio to be either a newsletter/lead magnet OR a client case study Now, you’re ready to ~start shipping~ STEP 4) Commit to a cadence. Ramp up to 5x per week. Nobody is concerned about you “posting too much.” You can’t post 2x per month and expect to win on LinkedIn. That’s like lifting weights 2x per month and expecting to build muscle. Not gonna happen. Frequent posting does 2 things: A) You build the SKILL of content output. B) You collect data on what performs and what doesn’t. STEP 5) Start posting. Of those 5 posts per week, start with these formats: POST 1: Business-related personal story. POST 2: Story-based listicle. POST 3: Customer anecdote. POST 4: Polarizing industry opinion. POST 5: Case study post. STEP 6) Assess what works. Break this down by: -Topic -Hook style -Content format What ‘works’ can mean 2 things. What maximizes content performance? What drives the most inbound interest? STEP 7) Double down on what works and prune the rest. Hit your winning angles over and over again. Ideally, you want to find repeatable topics, stories, etc. Think of it like finding a winning pitc when fundraising. When you find a winning pitch, you're not just gonna throw it out in the next investor meeting because you're scared to sound ‘repetitive.’ Run it into the ground. STEP 8) Commit to at least 90 days of shipping consistently. Going to the gym for 7 days straight won’t give you a chiseled six pack. Sending 100 cold emails won’t get you a calendar full of sales calls. Posting for 1-2 weeks and going dark won’t build you an inbound engine. 5 content pieces per week for 90 days. Then you can tell me if it ‘didn’t work.’ That’s all. Out of characters. If helpful, fwd to your fav SaaS founder 🤝