3 years ago, I published my first content publishing strategy.

But a lot has changed since then…

Twitter is now called X.
And I haven’t posted there in almost 2 years.

I’ve also moved from ConvertKit to Substack to make use of their paid newsletter infrastructure.

So my old publishing system is obsolete.

But that’s about to change…

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Clients have been asking me to expand my services to X and Substack.

And I’m a big believer in being my own first case study.

So I spent the last 4 weeks studying publishing patterns across:

• LinkedIn

• X

• Substack

And I have put together a strategy to help me maximize the reach of my organic content.

This is the exact same strategy I’ll be deploying for my clients.

But you’re getting it completely for free.

Let’s get into it…

The content schedule

“Do I need to post daily? And if so, how many times per day?”

This is one of the first crossroads creators get stuck at.

Gurus online would swear by a certain number of posts per day or week.

But after studying a range of creators across industries, I quickly learned the answer is not so clear-cut.

The goal is to show up when you’re available.

Why?

Because what’s going to help your content distribution most is engaging with other creators.

It’s simply not enough to just make a great post and ghost.

You must spend time replying to comments made on your posts.

More importantly, you must spend time engaging with others’ content to divert eyes to your content.

This is how you become seen by prospects.

But that’s not all…

Social media is extremely competitive these days.

To give you the best chance of reaching your target customers, you want to take as many swings as possible without coming across as spam.

The goal is to treat each post as a new experiment. Do things to see what works and do more of what works.

Here are the ranges I’ve found optimal for hitting those targets:

• Substack: 2 email newsletters per week, 1-3 notes per day (5x per week)

• LinkedIn: 3-5 posts per week (once per day)

• X: 3-5 posts per day (5x per week)

Of course, you can do more.
But this is what I’ve found to be most effective after my research.

The most important thing is that you pick a schedule and stick with it no matter what.

Your audience should know what to expect from you.
And you should know what to expect from yourself.

When you have a dedicated time, you remove the need for inspiration.

Which is extremely important for consistency.

But what gets published?

Yes, we create content…
But we’re not content creators.

We’re business owners.

Content is only a tool to drive traffic to our business.

So we must minimize the time we spend creating content to allow us more time to focus on what we do best.

And how do we do this?

By stealing from ourselves.

Fun fact: The people you’ll find on one social media is not the same you’ll find on another.

Some people swear by X.
Some think LinkedIn is everything.
Others believe Substack is the next big thing.

You’re going to meet people with different belief systems on different platforms.

And they may all still fit your target audience.

The point I’m making is…

Just because you share something on one platform doesn’t mean you can’t share it again on another.

You can maximize the distribution of one idea by spreading it across channels.

And there are 2 ways you can play this:

• Top-down: Create one piece of long-form content and then strip ideas from there to create multiple pieces of short-form content.

• Down-up: Create multiple pieces of short-form content and expand the piece that gets the highest engagement into a long-form piece of content.

Of course, they both have their pros and cons.

Top-down content distribution is high investment.
You’re essentially making a bet about what your audience wants to know.

The good thing about it is you can batch your content well in advance.

Down-up content distribution is low investment.
But it’s reactive.

You’re waiting to see what the market says before you invest.

Some would swear by the down-up approach. But in reality, it’s down to preference.

I used to use the down-up approach, but I switched because my content wasn’t getting the best engagement overall.

Now I take a more hybrid approach.

Staying ahead of schedule

I’ve been fortunate enough to join communities with successful entrepreneurs like Matt Gray, Nicholas Cole, and Darren Lee, to name a few…

I always use it as an opportunity to pick their brain.

One of my most favorite questions to ask them in the Q&A sessions is: “What ingredient do you feel like has been the important to your success?”

And they all answer with a variation of the same thing…

“Taking consistent action over a long period of time.”

The way to do this is to remove motivation from the equation.

I do this by batching content weekly.

This helps you achieve 2 goals:

1. Takes you off the content hamster wheel so you can focus on high ROI tasks

2. Gives you enough time and flexibility to collect data about what’s working and what’s not, then adjust.

Anything longer than a week is too rigid. Anything less than a week can demand too much time.

We want to minimize friction wherever possible.

I used to publish daily on LinkedIn…
I ended up quitting the platform for 2 years - don’t be like me.

At the time of writing, I use AuthoredUp to schedule my LinkedIn content and native Substack to schedule Substack notes and newsletters.

I’m experimenting with different tools for scheduling X posts, but only because I want something that tracks stats automatically and gives me insights into popular posts in my niche.

But the native X scheduler is fully capable.

Final thoughts

Content is just another tool to help with lead generation.

This means creating it shouldn’t take up most of your time.

The entrepreneurs who maximize the value of their content succeed by building systems to help them distribute the same idea across multiple platforms.

But always remember this:

It’s not about how much you communicate with them in a day…
It’s more about how consistently you show up over a long period of time.

This will allow your audience to develop expectations of you, which constantly keeps them anticipating your next move.

Thanks for reading!

P.S. If you’d like help writing LinkedIn content, apply to work with Stackedwized.

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In July 2024, I returned to LinkedIn after a 2-year hiatus.

The platform had completely changed.

Almost nobody was treating it as a job-seeking website anymore.
More and more people were using it to sell products and services.

I wanted in.

I had just started my ghostwriting business.
And LinkedIn seemed like the perfect place to grow it.

So I started posting…

Absolutely nothing happened.

My posts hardly got any engagement.
Nobody reached out.
And I felt invisible.

Mind you, I had already accumulated 14,000 followers prior to my hiatus.

Their silence was a clear signal that something was wrong with my approach.

Never in a million years did I think it would have anything to do with my writing.

Because at the time, I had already:

• Written 600+ blog posts

• Become a top 10% creator on Medium

• Accumulated 7M+ views

I was also creating content for massive AI brands like NVIDIA, Neptune (acquired by OpenAI), and DataCamp.

So naturally, I assumed writing wasn’t the problem.

Only to find out I was wrong after paying $200 to speak to a LinkedIn coach for 30 minutes.

I didn’t know how to write copy for LinkedIn.

From that day on, I set out to master this skill.

I studied creators whose content I enjoyed.
Reverse-engineered their best-performing posts.
Tested everything to see what worked.

And within 8 months, I made $100,000.

0 ad spend.
0 customers from outreach.

All inbound from content.

Once I realized how valuable this skill was, I started documenting what worked.

That’s when I noticed a pattern…

There were 5 core principles behind posts that:

• Capture attention

• Grow your audience

• Generate leads

I use these same principles today.

Even when ghostwriting for clients who pay up to $5,000 per month.

And in this playbook, I’m going to share them with you…

Read more

I’ve been sharing and studying LinkedIn content daily for nearly 2 years.

Here’s my verdict:

Most people aren’t struggling to generate leads because they can’t write…
They’re struggling because they’re writing the wrong kind of content.

The content they share doesn’t prompt their target audience to take action.

So people read it…
And move on.

I’ve been stuck in this loop more times than I’d like to admit over the past 6 years.

And every time, I made the same mistakes:

• Post more

• Comment more

• “Stay consistent”

You know… all the garbage the gurus preach to keep you engaged with their content.

All it did was burn me out.

It’s the reason my content journey had so many stop-starts.

But over the past 2 years, things changed.

• I generated $10.1M+ in sales pipeline for clients

• Scaled to a 6-figure business with just 3 customers

All obtained through founder-led content on LinkedIn.

How did I do it?

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I’ve found 7 types of LinkedIn posts that consistently generate leads on the platform.

I’ve used them across my own content and my clients’.

Every time… they’ve been a hit.

So today, I’m breaking them down for you…

1. Introduction posts

If you’re constantly adding a new batch of people to your following, it’s likely you’re going to have several people in your audience who don’t know who you are.

This is bad.

Why?

Because context is what makes your content hold weight.

For example, would you rather go to a millionaire or a homeless person for financial advice?

Hopefully, you said the millionaire.

But what if the millionaire and the homeless person are dressed the same… how do you know who to listen to?

This is why context matters.

If people don’t know your context, your message will not land as hard.

So it’s your responsibility to constantly remind your audience about who you are.

Here’s an example:

There are 4 steps to reproduce an introduction-style post:

1. Context (Why now?)

Start by explaining why you’re introducing yourself now.

This anchors the post in a moment.

Examples:

• New followers

• Milestone

• Shift in direction

Formula:

“I’ve recently [event/milestone], so I wanted to reintroduce myself…”

👉 This makes the post feel timely.

2. Relatability (Who are you as a person?)

Share quirky and real details about yourself.

This is what makes people feel connected to you.

Mix:

• Personal facts

• Quirks

• Background

• Light humour

Formula:

“Here are a few things about me:

• [Personal fact]

• [Unexpected detail]

• [Relatable trait]”

👉 This lowers resistance and builds familiarity.

3. Positioning (Why should they care?)

Now transition into:

• What you do

• Who you help

• What you talk about

This is where you establish authority + relevance.

Formula:

“You’ll see me talking about [topic] to help [specific person] achieve [specific outcome]”

👉 This answers: “What’s in it for me?”

4. Call to Action (What should they do next?)

End with a low-friction CTA.

Options:

• Invite engagement

• Invite connection

• Offer your service

Formula:

“If you’d like to [desired action], [CTA]”
“Or tell me about you below”

👉 This turns attention into action.

Why this works…

This structure hits 3 key points:

• Clarity → People understand who you are

• Connection → People feel like they know you

• Conversion → People know how to engage or work with you

Here’s a simple template…

If you wants to copy this directly:

“I’ve recently [achievement], so I wanted to reintroduce myself.

Here are a few things about me:

• [Personal fact]

• [Relatable detail]

• [Background]

I [what you do] and help [who] achieve [outcome].

You’ll see me talking about [topics].

If you’d like to [CTA], [action].

Also… tell me about you 👇”

2. Announcement posts

One thing I love about LinkedIn is that most people here want to see others win.

So when you share, you’re doing something new, people will usually get on board to show support.

So give the people what they want.

Use these posts to tell the world you’re:

• Launching something

• Changing direction

• Starting or ending something

Here’s an example of an announcement post:

So here’s the generic structure of an announcement post:

1. Signal (What’s happening?)

Open with a pattern interrupt + clear announcement.

You want curiosity first.

It’s almost like you’re about to share a secret.

👉 This creates tension and pulls people in.

2. Understand (Acknowledge the past)

Briefly reflect on:

• What’s happening

• What it means to you

• Expressing gratitude

👉 This builds credibility and emotional weight.

3. Risk (What are you doing now?)

Now introduce the shift:

• What you’re doing next

• Why you’re doing it

• The uncertainty behind it

👉 This is makes people eager to root for you.

4. Extend (Invite action)

End with a natural bridge into your offer.

Make it feel like an extension of the story rather than a hard sell.

Formula:

“If you’re interested in [desired outcome], I created [resource]”
“You can check it out here: [link]”

👉 This converts attention into leads.

Why this works…

This structure taps into:

• Narrative tension → Leaving something stable behind

• Relatability → Fear + uncertainty

• Aspiration → Betting on yourself

• Opportunity → Clear next step for the reader

Here’s a simple template…

“I’ve been keeping this quiet…

But now feels like the right time to share:

[Announcement]

My time at [past situation] was [positive reflection].

But now I’m [new direction].

I don’t know if this will work.

But I’d regret not trying.

Appreciate everyone who’s supported me so far.

—

If you want to [result], I put together [resource].

[Link]”

3. Milestone posts

Piggybacking off the last point...

People love to see others win.

Tapping into this content type is a great way to anchor your credibility and signal progress.

These posts are similar to announcement posts but are more focused on your win:

Milestone posts don’t necessarily generate leads directly.

… but they get people to say, “Me too,” which sparks conversations that typically lower people's guard and make them more welcoming to your approach.

This doesn’t mean you should hard sell straight after…

Social media is about building relationships and connections.

Most of my business has come from people I’ve built rapport with over time.

Anyways, here’s how to structure a milestone post:

1. Identity Shift (What changed?)

Start with a clear, time-based statement that signals transformation.

Formula:

“X months ago, I stopped/started [behavior]”

👉 This immediately anchors the reader in a before-and-after narrative.

2. Position (What you stand for now)

Address objections, misconceptions, or social pressure.

This is where you draw a line.

Formula:

“And no:”

• [common objection]

• [misconception]

• [social pressure]

👉 This builds authority.

3. Reinforce (Proof of results)

List the tangible outcomes that followed the change.

Formula:

“Since I [change], here’s what happened:”

• [result 1]

• [result 2]

• [result 3]

👉 This is where credibility is built.

4. Reframe (Challenge the reader)

Close with a perspective shift or question that flips the narrative.

Formula:

“So when people ask me [common question]…”
“I respond with [reframe]”

👉 This is what makes the post memorable and shareable.

Why this works…

This structure taps into:

• Social proof → visible progress

• Identity aspiration → “I want that version of me.”

• Cognitive dissonance → challenges existing beliefs

• Conversation triggers → invites “me too” responses

Here’s a simple template…

“X months ago, I [decision/change].

And no:

• [objection]

• [misconception]

• [pushback]

Since then:

• [result]

• [result]

• [result]

Coincidence? I don’t think so.

My life changed the moment I [core shift].

So when people ask me [common question]…

I ask them: [reframe].”

4. Rags-to-riches stories

Who doesn’t love a rags-to-riches story?

Transformation narratives work because people are wired for contrast.

The bigger the gap between “before” and “after,” the more compelling the story becomes.

And that’s exactly why these posts are so powerful for lead generation…

They show what’s possible for someone else.

This is how you structure a post like this…

1. Contrast (Before vs After)

Open with a sharp, punchy contrast between your lowest point and current state.

Formula:

“Year X: [struggle]”
“Year Y: [result]”

👉 This creates immediate intrigue and stops the scroll.

2. Timeline (Bridge the gap)

Walk through the journey in compressed milestones.

Each step should show:

• Progress

• Momentum

• Increasing leverage

Formula:

“Year X: [action → outcome]”
“Year X+1: [action → outcome]”

👉 This answers the unspoken question: “How did this happen?”

3. Leverage Point (The real reason it worked)

Reveal the non-obvious insight behind the transformation.

Formula:

“Here’s the truth:”
“It wasn’t [common belief]…”
“It was [actual driver]”

👉 This is what separates your story from generic motivation.

4. Validation (Make it relatable)

Break down:

• What you lacked

• What you wanted

• Why you started

This pulls the reader into your story.

Formula:

“When I started, I didn’t have [X]…”
“But I knew I wanted [Y]”

👉 This is where identification happens for your audience.

5. Leverage Expansion (Generalize the lesson)

Turn your story into a universal principle.

But make it about THEM.

Formula:

“[Core insight] is the advantage”
“Opportunities go to people who [X]”

👉 This positions you as someone worth learning from.

6. Lead-In (Soft CTA)

Close by inviting the reader to step into the same path.

Keep it natural.

Formula:

“If you’re not doing this yet…”
“Now’s the time to start”

👉 This triggers the audiences next action

Why this works…

This structure hits:

• Contrast bias → dramatic before/after

• Narrative transportation → people follow the journey

• Belief shift → “this could be me”

• Authority → proven through lived experience

• Curiosity gap → “how do I do this too?”

Here’s a simple template…

“Year X: [low point]
Year Y: [current result]

Here’s the full story:

Year X: [step]
Year X+1: [step]
Year X+2: [step]

Here’s the truth:

It wasn’t [what people think].
It was [what actually mattered].

When I started, I didn’t have:

• [lack]

• [lack]

But I knew I wanted:

• [desire]

• [desire]

That’s when everything changed.

[General principle]

If you’re not doing this yet…

You’re leaving opportunities on the table.”

5. Vulnerable shares

Vulnerability is a superpower.

But this isn’t about trauma dumping...

It’s strategic honesty that builds trust by reducing the perceived distance between you and others.

If all your content is polished wins and outcomes…

People will admire you, but they won’t relate to you.
And if they can’t relate, they won’t reach out.

Vulnerability makes you feel:

• Approachable

• Trustworthy

• Authentic

This is also why it works so well for lead generation.

Here’s an example:

Here’s how to format a vulnerable post:

1. Risk (Say the thing most wouldn’t)

Open with something that feels slightly uncomfortable to admit.

This is your pattern interrupt.

Formula:

“Today I’m going to share [something most people hide]”
“This is uncomfortable, but…”

👉 This immediately signals honesty and pulls people in.

2. Tension (Why this matters)

Explain why this is difficult to share.

Highlight:

• Social pressure

• Fear of judgment

• Industry norms

Formula:

“People in my position don’t usually talk about this…”
“This could make me look [negative outcome]”

👉 This builds credibility because there’s something at stake.

3. Audit (Show the reality)

Lay out the truth.

This can be:

• Numbers

• Mistakes

• Failures

• Internal thoughts

Make it structured and easy to follow.

Formula:

“Here’s where things stand:”
-- The good
-- The bad
-- The ugly

👉 This is where trust is built.

4. Accountability (Own the cause)

Don’t blame external factors.

Take responsibility.

Formula:

“The truth is…”
“This happened because I [mistake]”

👉 This is what separates vulnerability from victimhood.

5. Lesson (Turn it into value)

Close by extracting a clear takeaway.

Something the reader can apply.

Formula:

“What’s the takeaway?”
“[Simple, actionable insight]”

👉 This transforms the post from a confession into content.

Why this works…

This structure hits:

• Trust → because you’re saying what others won’t

• Authority → because you understand your own mistakes

• Relatability → because people see their own struggles in yours

• Engagement → because honesty invites honesty

Here’s a simple template…

“Today I’m sharing something I wouldn’t normally talk about:

[uncomfortable truth]

Here’s the reality:

[structured breakdown]

The truth?

This happened because I [mistake].

Not [external excuse].

That’s on me.

What’s the takeaway?

[lesson]

If you’re going through something similar…

You’re probably closer than you think.”

6. Two-step giveaway posts

These are posts that require a small action (e.g., like, comment, connect) before delivering value.

This works because it plays into how the algorithm is built…

If many people engage with it, it’s considered good content, so LinkedIn distributes it further.

A win for you, and a win for the algorithm.

Here’s how to reproduce this:

1. Curiosity (Hook the outcome)

Open with a bold claim or shift that creates intrigue.

You want people thinking:

“Wait… what am I missing?”

Formula:

“[Tool/Trend] just changed [industry]…”
“But most people are doing it wrong…”

👉 This creates a gap between where the reader is and where they could be.

2. Expose (Call out the problem)

Highlight what people are currently doing wrong.

Make it feel familiar.

Formula:

“Most people do [basic thing] → get [basic result]”
“That’s why it’s not working”

👉 This builds tension and makes your solution more valuable.

3. Asset (Present the value)

Introduce the resource you’re giving away.

Be specific about:

• What it is

• What it does

• Where it works

Formula:

“So I created [resource] that helps you [specific outcome]”
“It works for:”

• [use case 1]

• [use case 2]

👉 This is where desire is created.

4. Restrict (Increase perceived value)

Position it as:

• Not basic

• Not generic

• Not widely known

Formula:

“These aren’t your typical [X]…”
“They’re designed to [advanced outcome]”

👉 This makes people feel like they’re getting an edge.

5. Request (Two-step CTA)

Now add friction.

This is key.

The action (comment, connect, etc.):

• Signals interest to the algorithm

• Qualifies the lead

• Triggers distribution

Formula:

“Want it?”
“1. [action]”
“2. [comment keyword]”
“I’ll send it to you”

👉 This turns engagement into inbound leads.

Why this works…

This structure taps into:

• Curiosity gap → “What am I missing?”

• Social proof loop → comments → more reach

• Reciprocity → free value in exchange for action

• Micro-commitment → small action → higher intent

Most people either:

• Give everything away (no conversion), or

• Gate too hard (no engagement)

This balances both.

Here’s a simple template…

“[Tool/Trend] is changing [industry]…

But most people are doing this wrong.

They [common mistake] → get [poor result].

So I created [resource] that helps you [specific outcome].

It works for:

• [use case]

• [use case]

These aren’t basic [X].

They’re designed to [advanced benefit].

Want it?

1. [action]

2. Comment “[keyword]”

I’ll send it over.”

7. Strategic insight on new tools or trends

If everyone is already talking about something…

And you come in with a clear, actionable insight on how to use it…

Odds are quite high that your content will perform relatively well.

Why?

Because attention is already there.

All you’re doing is tapping into existing demand and redirecting it.

And here’s how to reproduce it…

1. Situation (Hook into a common struggle)

Open by calling out a problem your audience already has.

Make it feel immediate and relevant.

Formula:

“Here’s my biggest [result] hack…”
“(If you’re struggling with X, read this)”

👉 This taps into existing attention and stops the scroll.

2. Contrarian (Flip the default belief)

Challenge what people think they should be doing.

Formula:

“Don’t do [common approach]…”
“Do this instead…”

👉 This creates a shift in perspective.

3. Application (Show exactly how to use it)

Break the idea into simple, actionable steps.

Keep it practical and easy to follow.

Formula:

“Here’s how to do it:”

1. [step]

2. [step]

👉 This is what makes the post valuable.

4. Context (Make it real with examples)

Ground the idea in your own experience.

Show how it plays out in practice.

Formula:

“For example…”
“Here’s how I’m doing it…”

👉 This builds credibility and clarity.

5. Anchor (Reinforce the core idea)

Repeat the main insight in a punchy way.

Make it stick.

Formula:

“The trick is…”
“Don’t try to [X], do [Y]”

👉 This is what people remember and reshare.

6. Lead-in (Soft CTA or next step)

Close with a light action:

• Share

• Follow

• Learn more

Formula:

“Hope this helps…”
“If you want more, [CTA]”

👉 This converts attention into distribution or leads.

Why this works…

This structure hits:

• Relevance → solves a real, current problem

• Clarity → simple steps reduce friction

• Authority → backed by lived experience

• Shareability → easy to pass on to others

Most people either:

• Talk about trends with no application

• Or give advice with no structure

This does both:

Insight + execution.

Here’s a simple template…

“Struggling with [problem]?

Here’s my biggest [result] hack:

Don’t [common approach].

Do this instead:

1. [step]

2. [step]

For example:

[real example]

The trick?

[core insight]

If you do this consistently, you’ll [outcome].

Hope this helps.”

Final thoughts

Most business owners fail to generate organic leads on LinkedIn because they don’t understand which content drives action.

I’ve been studying the platform for nearly 2 years.

And I’ve found the 7 content types that drive action include:

1. Introduction posts

2. Announcement posts

3. Milestone posts

4. Rags-to-riches stories

5. Vulnerable shares

6. Two-step giveaway posts

7. Strategic insights on trends

That’s the difference.

The people who generate leads are using proven formats that:

• Build trust

• Create relevance

• Trigger action

And they repeat them consistently.

That’s it.

So if your content isn’t converting, try implementing one of these content types.

P.S. If you'd like help building a content engine like this inside your business, apply to work with Stackedwized.

I published my first piece of professional content in February 2020.

But for the next 4 years, I quit more times than my fingers can count.

Now, I run a 6-figure business because of the leverage I get from the content I create.

0 outreach.
0 paid ads.

So what went wrong in those first 4 years?

Well, I had no content strategy.

That’s all.

Everything I published was just a bunch of random ideas.

There were days I’d wake up with absolutely no idea of what I was going to share.

So I’d skip a day…
Then another…
And then another…

Until I’ve not posted anything for an entire month.

This scenario is all too common.

But there’s another manifestation of this too…

You’re posting day in and day out, but nobody cares.

Eventually, you get fed up and throw in the towel.

I’ve been that person too.

In 2022, I quit LinkedIn because my referral network was in full flow.
I hadn’t needed to apply for work for 2 years.

LinkedIn had just updated the algorithm, and all of my posts were now falling flat.

I couldn’t see the value of being on the platform… so I quit.

Looking back, the problem wasn’t the algorithm.
It wasn’t the platform.
It wasn’t even the content.

It was the fact that I had no way of understanding what was working.

Everything I posted was disconnected.

There was no clear:

• Who I was speaking to

• What problem I was solving

Or how any of it linked back to my business

So when engagement dropped…
It felt like everything stopped working.

And when you can’t see progress, you assume there is none.

When I came back to LinkedIn in 2024, I did one thing differently:

I built a content strategy before I wrote a single post.

I got clear on:

• My unfair advantages

• Who I serve

• The problems they face

• My content pillars and themes

• When to post what

• Distribution

Every post had a purpose.
Every idea fed into a bigger system.

And for the first time…

I could actually see what was working.

Funnily enough, my engagements didn’t even get higher.

But I was hitting the people I needed to reach.

Because of this, I went from making around $24,000/year…
To over $120,000/year from just a handful of clients.

All from content.

No outreach.
No paid ads.

So here’s the gist:

If you’re struggling with content, it’s usually not because you’re not trying hard enough.

… Or that you suck at marketing.

These may be a factor, but it’s highly likely that whatever content strategy you’re following right now (including no strategy) sucks.

And when that’s the case…

You will quit.

So here’s the shift:

Stop thinking about content as individual posts.
Start thinking about it as a system.

I’ve broken this entire system down into a simple framework.

Not just what to post…

But how to build a content strategy that generates leads.

If you want to see how it all fits together, you can get the full mini course here:

Read more

In July 2024, I returned to LinkedIn after 2 years away from the platform.

At the time, I wasn’t convinced LinkedIn was worth the effort.

Like many people, I assumed success on the platform required:

• Viral posts

• A huge audience

• Or spending all day online

None of those things appealed to me.

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But my overdependence on referrals kept business slow, so I decided to give it another shot.

This time, I approached it differently…

Instead of chasing reach, I focused on building a presence that makes people want to work with me.

Over the next year, something interesting happened…

My audience hardly grew.
And I never went viral.
But the people finding my content were exactly who I was targeting.

Eventually, three of them became clients.

Together, those three clients generated over six figures in revenue for my business.

No cold outreach.
No complicated funnels.

That experience taught me something most people misunderstand about LinkedIn:

You don’t need a massive audience to generate business.
You need a high-converting presence.

Here are the 7 steps that helped me build one:

1. Define your unique value proposition

In his classic book Scientific Advertising, Claude Hopkins made a simple observation about human behavior:

People are only interested in things that benefit them.

He said, “Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit.”

And you must keep this in mind with everything you create.

So the first question you should ask yourself is, “Why would someone want to listen to me?”

I’ve already alluded to this several times throughout this article.

For example:

• In the title, I promised to help you achieve a desired objective.

• In the subtitle, I addressed a potential doubt you might have about your audience size.

• In the first paragraph, I shared my story so you could relate to me.

These are all reasons why you might want to keep reading.

And I’m consciously planting them throughout this article to give you a reason to stay.

You must do the same with your LinkedIn profile.

Three of the most valuable pieces of real estate on your LinkedIn profile are:

• Your display banner

• Your headline

• Your custom button (CTA)

These areas matter because they’re the first things people see when they land on your profile.

And in most cases, they’ll decide whether to follow you within seconds.

If these sections are vague, generic, or focused on you instead of the reader, people will leave without taking action.

But if they immediately understand what they stand to gain by following you, they’re far more likely to stick around.

For example, your headline shouldn’t simply describe what you do.

“Founder.”
“Consultant.”
“Marketing specialist.”

None of these tells the reader why they should care about you… unless you’re already famous.

Instead, your profile should communicate three things as quickly as possible:

• Who you help

• What problem you solve

• Why you’re uniquely positioned to solve it

When someone lands on your profile, they should instantly know, “This person solves a problem I care about.”

2. Share your story

One of the most powerful tools you have when building a personal brand is your story.

Because while people may follow you for the value you provide…

They trust you because of the context behind it.

Anyone can give advice online.

But when that advice is rooted in lived experience, it carries far more weight.

For example, I spent four years in a religious cult.

After leaving, I became obsessed with understanding how it happened.

I read every book I could find on psychology, persuasion, and mind control.

I even reached out to lecturers and researchers to learn how these same influence techniques could be used for good.

At one point, one of the leading researchers in this field contacted me after I published an exposé and sent me a signed copy of her book on cults, mind control, and influence.

Now knowing this about me…

Would you be more likely to trust what I say about influencing people?

Probably.

And that’s exactly why your story matters.

Your story explains three important things:

• Why you care about the problem

• What you’ve experienced firsthand

• What shaped your perspective

Without this context, your expertise can feel abstract.

But when people understand the journey behind your ideas, those ideas become far more believable.

In other words:

People trust lessons learned through experience.

This is why the people you’re creating content for must see the human behind the expertise.

And that human element is what builds trust.

Here are a few examples of stories you can share:

• Mistakes you made

• Lessons you learned

• Experiences that shaped your thinking

• How you achieved a result

• How you helped someone else achieve a result

Some of this context should live in your LinkedIn “About” section.

But it shouldn’t stop there.

Your story should also be woven into the content you create.

Because when people understand where your ideas come from, they’re far more likely to believe them.

3. Demonstrate what you know

In the late 1800s, there was a highly regarded Russian playwright named Anton Chekhov.

His older brother, Alexander, dreamed of becoming a successful writer.

So Anton regularly wrote him letters offering advice.

In one of those letters, Chekhov shared a tip that would later become one of the most famous principles in storytelling.

He wrote, “Don’t tell me the moon is shining; show me the glint of light on broken glass.”

In other words, he was advising his brother that, instead of telling readers something directly, show them the evidence so they can arrive at the conclusion themselves.

For example:

• Telling → “The night was beautiful.”

• Showing → “Moonlight reflected off the broken glass in the road.”

Both communicate a similar idea…

But the second makes the reader experience it, so the message far more convincing.

The exact same principle applies when building a high-converting LinkedIn personal brand.

Nobody cares that you’re a “trusted advisor.”

… Or that you’ve got 10+ years of experience.

Because there are people with these same credentials who do not have the same results as you.

What people care about is how you got the results you have because they want to replicate them.

So you must demonstrate it by teaching them the steps you took.

For example, imagine two consultants…

The first says, “I’m an expert in B2B marketing. Schedule an appointment to improve your marketing engine.”

The second regularly posts:

• The frameworks they use when diagnosing a client’s problem

• Patterns they’ve noticed after working with dozens of businesses

• Common mistakes they made on their journey

Both people might have the same level of expertise.

But the second person shows it.

And over time, readers naturally reach the conclusion that, “This person really knows what they’re talking about, and they can help me get what I want.”

That’s the goal of your content.

Instead of telling people you’re knowledgeable, demonstrate it through what you teach.

The best part?

You don’t need to invent anything new.

Most of the time, it’s simply about explaining things you already understand in a way that helps others see them more clearly.

4. Start conversations

For the first 4 years of my business, I made a mistake that almost made me give up on content entirely.

I treated LinkedIn like a broadcasting tool.

I would publish posts, share ideas, and occasionally write longer articles.

Then I would sit back and wait for something to happen…

Nothing did.

Nobody reached out to work with me.
Nobody asked questions about my services.
Nobody seemed particularly interested in what I was doing.

After a while, I convinced myself that content simply didn’t provide a meaningful return on investment.

I began to see it as a lot of effort for very little reward.

So eventually, I stopped posting.

Looking back now, I’ve realized the problem was never the content itself…

It was the way I was using it.

I assumed publishing ideas would automatically attract clients.

… and this is often how it’s portrayed by all of the social media gurus.

But I eventually realized content alone rarely converts people, especially if you’re selling a high-ticket service or product.

You must have conversations.

You’d think people would understand this implicitly, given it’s called social media.
But the penny didn’t drop for me.

The people who generate the most opportunities from LinkedIn are the ones who actively engage with others rather than simply posting and disappearing.

One of the easiest ways to start doing this is to treat engagement as an invitation.

If someone reacts to your post, leaves a comment, or shares your content, they’ve already signaled some level of interest.

That small interaction gives you a natural reason to reach out, thank them, and start a conversation.

But you don’t have to wait for those signals…

You can also start conversations proactively with the people you want to build relationships with.

Tools like Sales Navigator make this easier by allowing you to search for people who fit your ideal customer profile.

Once you’ve found them, you can begin engaging with their content and contributing to discussions that matter to them.

Over time, those small interactions compound.

A simple comment can turn into a conversation.
A conversation can turn into a relationship.
And relationships often turn into opportunities.

This idea reminds me of something the Stoic philosopher Epictetus once said, “Make the best use of what is in your power, and take the rest as it happens.”

You can’t control when someone decides they need your help.

But you can control how many conversations you start.

And the more conversations you have, the more likely it becomes that one of them eventually turns into a client.

In fact, two-thirds of the people I worked with last year were individuals I had been interacting with for years.

We had exchanged comments, messages, and ideas long before we ever discussed working together.

That’s the quiet power of starting conversations.

Content may attract attention.
But conversations are what turn attention into business.

5. Make your offer visible

You can’t buy what you don’t know exists.

Just because someone enjoys your content doesn’t mean they automatically understand how to work with you.

And most people aren’t going to spend time trying to figure it out.

If the next step isn’t clear, they’ll simply move on.

This is why everything you do on LinkedIn should ultimately guide people toward a next step.

Not in a pushy way.

But in a clear and natural way.

For example, at the end of your posts, there should usually be some form of call to action.

You don’t want people to read your content, react, and then disappear.

Give them something to do next.

For example:

• Signing up for a lead magnet

• Answering a question in the comments

• Sending you a message

These small prompts turn passive readers into active participants.

But calls to action shouldn’t live only inside your posts.

You should also make your offer visible on your profile itself.

Why?

Think about what happens when someone visits your LinkedIn profile.

They rarely arrive randomly.

Something you said made them curious enough to click your name.

In other words, their attention has already been captured.

Your job is simply to show them what to do next.

One of the easiest ways to do this is through the Featured section of your profile.

This section acts as a call to action for people who are already interested in what you’re doing.

Many people use this section incorrectly by placing their most popular posts there.

Please don’t do that.

Instead, use it to guide people toward working with you.

A simple rule of thumb is to include:

• A free resource that helps solve part of the problem (e.g., your newsletter)

• A paid offer or consultation link for people who want deeper help

The free resource captures people who aren’t ready to buy yet but want to stay connected.

The paid option gives people who are ready a clear way to move forward.

Because while content builds trust…

Offers are what turn trust into revenue.

And if people don’t know how to work with you, even the best content in the world won’t turn into business.

6. Create occasional lead magnets

One of the biggest reasons many online business struggle to grow consistently is simple:

They don’t have a pipeline of people interested in what they sell.

So they operate in cycles.

A few clients come in.
They get busy delivering the work.
Then the pipeline dries up.

Suddenly, they’re scrambling to find the next customer.

This was my life for the first 4 years of business.

Most people try to solve this problem in one of two ways.

The first is cold outreach.

They spend hours every day sending messages to people who have never heard of them before.

And while this can work, the numbers are often brutal.

Research from sales platforms consistently shows that cold email response rates are between 1–5%, with conversion rates even lower.

This means most of your time is spent talking to people who were never particularly interested in the first place.

The second approach is relying entirely on content.

This is what I did.

I spent hours creating and publishing content, and hoping the right people eventually reach out.

They didn’t.

Instead, it just gave me enhanced anxiety.

It turns out that when content is your only source of lead generation, your business growth becomes heavily dependent on algorithms and visibility, which you can’t fully control.

But this is where lead magnets become useful.

A lead magnet is simply a valuable resource you give away in exchange for someone’s contact information.

For example:

• A Guide

• A Framework

• A Template

• A Workshop

The goal isn’t to sell immediately.

It’s to identify people who care about the problem you solve.

When someone downloads one of your resources, they’re raising their hand and saying, “This is something I’m interested in.”

Once they’re in your ecosystem, you can nurture that relationship through email or future content.

Over time, those people begin to understand their problem more clearly.

They see what’s possible.
They recognize where they’re stuck.
And many eventually reach the same conclusion on their own:

They need help solving it.

This process is called self-discovery.

Instead of convincing someone to buy from you, your content and resources help them realize why your service might be the right next step.

And that’s why lead magnets are powerful.

They allow you to build a pipeline before you ever ask for the sale.

7. Stay consistent long enough to be remembered

I’ve been creating content to grow my business for about 6 years.

But if I’m being honest, I’ve only been truly consistent for around 36 months of that time.

There were long stretches where I stopped posting completely.

Sometimes I told myself I was too busy with client work.

Other times, I convinced myself the effort wasn’t worth it because nothing immediate seemed to be happening.

Looking back, I can see how much progress I probably delayed by stepping away.

If I had simply stayed consistent during those early years, I’m confident I would be much further ahead today.

That realization taught me something important:

Most people don’t fail because content doesn’t work.
They fail because they stop before the compounding effect begins.

There’s an idea a mentor told me not so long ago…

“If you were forced to finish everything you started and pursue every idea you’ve had, you would start fewer things and pursue less ideas.”

And it’s true.

This made me realize my biggest problem has been the fact that I’m not forced to finish or pursue ideas, hence, I start over a lot and have lots of ideas.

So here’s a simple practice that helped me when I finally decided to take content seriously:

Designate one sacred hour each day for LinkedIn.

No distractions.
No multitasking.

Just one focused block of time dedicated to writing, engaging, or improving your profile.

It doesn’t have to be perfect.
It just has to be consistent.

Because the longer you stay in the game, the more your content begins to compound.

People start seeing your name repeatedly.

They recognize your ideas.
And they begin associating you with a specific problem.

Final Thoughts

When I first started using content to grow my business, I thought all you had to was post good ideas and wait for opportunities to arrive.

It turns out the process is far more deliberate than that.

A high-converting LinkedIn presence is built from a handful of principles working together:

1. Define your unique value proposition so people instantly understand why they should follow you.

2. Share your story so your expertise has context and credibility.

3. Demonstrate what you know by teaching the frameworks, lessons, and patterns you’ve learned.

4. Start conversations because relationships are what create opportunities.

5. Make your offer visible so interested people know how to take the next step.

6. Create lead magnets to build a pipeline of people interested in the problem you solve.

7. Stay consistent long enough to be remembered so your authority compounds over time.

None of these steps are revolutionary on their own.

But when they work together, something interesting happens.

People begin recognizing your name.
They start associating you with a specific problem.
They learn from you repeatedly.

And when the moment arrives that they finally decide to solve that problem…

You’re already the person they think of.

P.S. If you'd like help building a content engine like this inside your business, apply to work with Stackedwized.

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To build a high-converting LinkedIn personal brand, you must be able to do one thing well:

Break the scroll.

Every day, your prospects scroll past hundreds of posts.

Most of them are ignored.

And it’s not always because the ideas are bad…

Sometimes, it’s down to the simple fact that they fail to capture attention.

Capturing attention is a copywriting skill.

Most founders, solopreneurs, and coaches never intentionally learn copywriting.

And it makes sense…

You’re busy running a business.

Managing clients.
Delivering work.
Building.

So when it’s time to publish a LinkedIn post, you open the editor, write something quickly (or get AI to do it for you), and hit publish.

Sometimes it performs reasonably well.
But most of the time, it sucks.

This creates a frustrating experience.

Because when you look around the platform, you’ll often see other people attracting their ideal customers with posts that look similar to yours.

They talk about the same topics.

They share similar lessons.

Yet their posts gain traction while yours struggle to generate attention.

This is the part most people misunderstand…

LinkedIn success rarely comes down to what you say.
It usually comes down to how you say it.

Two people can share the exact same idea.

But the one who understands copywriting will almost always win the attention.

Unfortunately, learning copywriting from scratch can feel overwhelming.

There are books.
Courses.
Endless theories.

And you probably don’t have the time to go down that rabbit hole.

Which is why many people like you end up publishing posts that feel rushed, unclear, or forgettable.

The good news is there’s a much faster way to improve your writing.

A method that writers and copywriters have used for decades.

It’s called copywork.

Copywork is the practice of studying and modeling writing that already performs well.

Instead of trying to invent great writing from scratch, you analyze examples that have already proven to capture attention and persuade readers, and then use that as the basis for your writing.

Over time, you begin to internalize the patterns behind effective writing.

Your hooks become stronger.
Your structure becomes clearer.

Your posts start attracting more attention.

Let me show you how this works in practice…

A quick example of copywork in action

A few months ago, I came across a LinkedIn post structure that performed extremely well:

Instead of trying to invent a new structure from scratch, I decided to use copywork.

I studied the format.

Then I applied the same structure to one of my own experiences.

Here’s the post I wrote using that framework:

Of course, Lara’s post still performed significantly better than mine…

But mine still performed well relative to my average engagements.

And notice something important…

The idea itself isn’t particularly revolutionary.

What makes the post work is the structure.

It pulls the reader in with a relatable problem.
It tells a short story.
Then it leads the reader to a clear realization.

(I also use a similar visual hook that I generated with AI.

That’s the power of copywork.

You’re not copying someone else’s ideas.

You’re modeling proven writing structures and applying them to your own experiences.

Once you start recognizing these patterns, writing strong LinkedIn posts becomes significantly easier.

Instead of staring at a blank page, wondering what to write, you already have a framework to guide you.

Which is why I created the resource below…

75 high-converting LinkedIn posts you can model to boost your lead flow

Read more

Content is one of the cheapest levers for growth you have in your business.

But more and more people are becoming aware of this.

The problem? Many think it’s a magic pill.

They dive straight in without understanding the mechanics that pull people into their ecosystem.

They start enthusiastically.
Sharing daily.

The response isn’t great, but they convince themselves, “It will pick up over time.”

It doesn’t.

3 months go by…

Still, nobody is listening.
No leads are pouring into their inbox.

Eventually, they stop posting.

Their mates ask, “Why did you stop?”

“Ahh, I’m just rebranding,” they reply.

I know this story so well because that was me for the first 4 years of business.

I’ve had more stop-starts than Nick Cannon has children.
I even quit posting on LinkedIn for 2 whole years.

But in 2025, I returned.

That year, I made over $100,000 from just 3 customers because of my content.
0 outreach.

Here’s how I did it…

Step 1: Niche down a market

Last week, I got a text from one of the best young chefs in all of South Africa.

Her employer went bust 2 months ago.
She was made redundant as a result.

Since then, she’s been unable to find work.

They say she’s over-qualified for junior roles and lacks experience for more senior opportunities.

Now, she’s found herself working in a call center.

Pain.

Something must’ve snapped in her because the message she sent me was of a flyer that read, “Premium meal prep services,” with her contact details on it.

She followed up with, “Does this look good?”

I was conflicted.

Because if I told her the truth - that it sucked - we’d end up in a long conversation about why.

I wasn’t prepared for that.
I had just set up my shisha and put my feet up in preparation for the Chelsea game.

But I felt bad.
I called her.

The first thing I said was, “Who is this for?”

She replied, “I don’t know. Anyone who wants meal prep services… I’m just fed up. This is the third time I’m posting something like this. I just want this one to work. Do you think it looks good?”

“Well, yeah... The designs are great,” I replied.

And it truly was great.

But content like this rarely extends beyond the cheers and applause from people you already know.

Heck, they may even buy from you in the beginning.

But this won’t be enough to sustainably grow your business.

Eventually, they’ll get tired of doing you a favor.

Or you’ll get frustrated about doing more work than you’ve signed up for to make up for the “premium” you claimed your offer to be.

It’s a lose-lose situation.

The most valuable thing you could do at the beginning of your content creation journey is to decide who you are going to help.

If you’re already running a profitable business, you’re in luck because you’ve already got your answer.

But if you’re just starting out with both (business + content), you must take your time on this step.

Or as Seth Godin, the Godfather of marketing, put it, “Find a niche, not a nation."

Why?

Because we live in a world of infinite choice.

To keep us functioning effectively, our brains automatically drown out any information that doesn’t apply to us.

And that’s like 99% of what’s on social media.

The only way to break the automatic system is to speak to the person directly.

The narrower you go, the better… to an extent.

You don’t want to narrow it to a point where there aren’t enough people in your pool to sustain your business.

But you also don’t want to broaden it so much that people are confused whether you’re talking to them.

This is known as your “smallest viable audience.”

And by focusing on it, you can truly delight a specific group of people who will become your loyal fans and customers.

The alternative is to be just “okay” and compete on price, which is an everlasting race to the bottom.

Step 2: Identify their bleeding neck problem

Look, we all have problems…

But would you agree some are more pressing than others?

The 34th President of the United States, Dwight D. Eisenhower, certainly did.

In 1954, he took the podium to address the Second Assembly of the World Council of Churches…

During his speech, he said, “I have two sorts of problems: the urgent and the important. The urgent are not important, and the important are never urgent.”

This conundrum later became known as the Eisenhower matrix.

… and it’s the story of each of our lives (even if you don’t know it).

Urgent problems don’t move you closer to your desired objectives, but they must be fulfilled.

Think:

• Paying bills

• Admin tasks

• Anything that’s time-sensitive and needs to be dealt with immediately

The problem? Most people invest the majority of their resources in this category.

Only because doing so provides a temporary sensation of relief - “I’ve done it.”

But after that, there’s not much else…

Important problems aren’t urgent, but this is where immense growth lives.

Think:

• Getting in shape

• Learning a new skill

• Speaking to loved ones

We all know we’re supposed to do them, but nobody puts a gun to our heads and tells us to get to work.

And there’s no immediate consequence for not doing them.

But unbeknownst to you, you’re slowly bleeding out until you’re drained of life.

If you want to use content to grow your business exponentially, these are the types of problems you have to find in the ideal customer you selected above.

Why?

It all stems back to what I said earlier…

We live in a world of infinite choice.
… but we’re constrained by resources (e.g., time, money, etc.).

Because of these constraints, we must prioritize.

Most people prioritize tasks that don’t contribute to their growth.

And in the words of Tony Robbins, "When you stop growing, you start dying."

By that logic, there are people out there slowly draining themselves of life.
And the majority of them don’t even know they’re doing it.

Your job is to bring it to their attention and help them solve it.

The most cost-effective vehicle to do so is content.

The job of content in the equation of business growth is to educate a specific type of person on a bleeding neck problem and then help them solve it.

It’s extremely difficult to grow a business with content when you’re not attacking a bleeding neck problem.

People have infinite choice, and they’re constrained.

Their energy must be preserved for the most pressing matters in their life.

So the cost of NOT solving the problem you’re attacking must weigh up to (or be greater than) the things they’re already dealing with.

Otherwise, they’re extremely unlikely to ask you for help (even if they cheer you on when you post).

Step 3: Make an offer that can’t be refused

If you were stranded in the middle of the desert for 24 hours, and a stranger suddenly appeared with a bottle of water and offered you some, would you take it?

What about if you were on a 25-hour flight from London to Melbourne, and a stranger offered you a bottle of water because the flight crew ran out?

You probably said yes in both of these scenarios.

What about this one…

You’re in the town centre, and I approached you with a bottle of water. Would you accept it?

Probably not.

Better yet, would you approach me for my water?

Again, probably not.

The most you might ask me for is a hand opening a door so you can carry your shopping out, which doesn’t cost much (if anything at all).

This is a common problem we see on social media…

On one side, we have person A with 100,000+ followers.

They’re churning out a ton of valuable content.

The problem? They’re barely making a living (or they’re earning far less than they’re capable of, given their audience).

On the other side, we have person B with 2,000+ followers

They’re also churning out valuable content.
But they earn 5-10x+ more than person A.

And the only difference is in what they’re offering.

Person A builds their business around abundantly available skills.

They make a living through regular low-ticket gigs, sponsorships, and/or ad revenue.

The more volume they do, the more they get paid.

They’re incentivized to work hard.

Suddenly, views and engagement become their main focus.
The number of hours they work becomes their medal of honour.

It’s high effort, low reward.

Person B builds their business around a bleeding neck problem for a specific type of person.

They use content as a free tier of their offer.
But you can also pay a premium to work with them.

The closer you are in proximity to them, the more you pay.

Person B is incentivized to bring people closer to them.

This means focusing on producing higher-quality content rather than volume.

It’s lower effort, much higher reward.

It’s also how I grew my business from making $2,000 to $15,000+ p/m.

From 2020 to 2024 (and stints of 2025), I wrote on Medium.

I regularly got 100,000+ views each month, but made around $1,500 p/m.

I also worked with companies like NVIDIA and Datacamp to create blog posts.

They would create the brief, and I would just do the work they gave me.

Naturally, this capped my asking price.

Because if I charged too much, they’d just find someone else cheaper.

So I worked 70+ hours a week, but still couldn’t afford to rent an apartment in London.

It got so bad that I had to move from the UK to Ghana to live in the retirement home my parents built.

Now, I work 30-40 hours a week max.
I have 2 clients paying me 6-figures p/y.
I also recently left Ghana and moved to Dubai (I know, bad timing).

All of this is only possible because my offer can’t be refused.

It’s a natural progression to my content.

So if you love my content but can’t implement it yourself for whatever reason, just pay my premiums and I’ll do it for you.

Step 4: Attack the problem for a long period of time

In 1949, Benjamin Graham published the first edition of The Intelligent Investor.

This book went on to shape Warren Buffett's (one of the wealthiest investors to ever live) investment philosophy.

Buffett even called it, "Best book on investing ever written."

In the book, Graham spoke of an investment strategy called “Dollar cost averaging (DCA).”

The idea is simple…

Instead of trying to time the market, you invest a fixed amount of money at regular intervals regardless of what the market is doing.

Sometimes you buy when prices are high.
Sometimes you buy when prices are low.

But over time, the average works in your favour.

The biggest benefit?

It removes emotion from the equation.

You stop trying to predict the perfect moment and simply stay in the game long enough for compounding to do its work.

Content works the exact same way.

I call this principle Content Cost Averaging (CCA).

Instead of investing money at regular intervals…
You publish content at regular intervals.

Regardless of:

• What’s trending

• Whether the algorithm likes you today

• Whether your last post performed well

You simply keep investing.

Here’s why this works:

• Eliminates perfectionism: Just as DCA removes the need to “time the market,” CCA suggests you shouldn’t wait for a “viral moment” or the “perfect post.” You publish on a set schedule regardless of immediate trends.

• Lowering “cost per piece”: Consistently producing and repurposing content (e.g., turning one webinar into 10 social posts) lowers your average production cost and effort per asset.

• The “winning” average: Not every post will be a hit. However, staying consistent will ensure you are “in the market” when a topic suddenly trends, allowing your “winners” to carry the average performance of your entire channel.

CCA is the reason I’m even in business…

In 2024, I wrote an article about ghostwriting that barely made a splash when I first published it.

A year later, someone found it and reached out to me on LinkedIn.

I quickly onboarded them, and we’ve now been working together for 9 months and counting.

Without CCA, I wouldn’t have any clients because I’ve never successfully converted anyone through outbound.

And that’s something I want to point out here…

If the survival of your business depends on landing clients in the short term (e.g., 1-3 months), relying solely on content isn’t a good idea.

Yes, you should still publish now to reap the benefits of CCA later.

But most of your focus should be on outreach.

Leveraging content to grow your business is a long-term play.

While a few people have reaped massive rewards in short time frames, the majority of us will not experience that, so it’s better to optimize our strategy for the long haul.

If it happens before then, so be it.

Final thoughts

Growing a business with content isn’t complicated.

But it is misunderstood.

Most people treat content like a lottery ticket.

They post for a few months, hope something goes viral, and quit when nothing happens.

But content doesn’t work like that.

It works when four things are true:

1. You focus on a specific market

2. You solve a bleeding-neck problem

3. You build an offer around that problem

4. You consistently attack it for a long time

When these four pieces align, content becomes the engine to pull the right people into your business ecosystem.

But it doesn’t happen overnight.

The secret is staying in the game long enough for your ideas to compound.

P.S. If you'd like help building a content engine like this inside your business, apply to work with Stackedwized.