How to launch a founder-led LinkedIn content engine in 90 days

TL;DR

• Founder profiles outperform brand pages because buyers trust people and algorithms favor individual engagement.

• The "Content Interview" system allows you to generate a week's worth of content in just 30 minutes of talking.

• Use a 20/60/20 funnel mix (TOFU/MOFU/BOFU) to balance reach with actual pipeline generation.

• Commit to a 90-day sprint to find your "spiky POV" and build consistency before expecting revenue attribution.

It’s January 6, 2026. The Q1 rush is officially here.

If you are looking at your GTM plan and wondering how to lower CAC while increasing inbound quality, the answer is likely sitting in your founder's head.

We know that organic social—specifically LinkedIn—is the highest ROI channel for B2B SaaS right now. But most founders struggle to make it work. They either burst-post for two weeks and burn out, or they delegate it completely and end up with generic "thought leadership" that sounds like ChatGPT.

Here is the operational playbook to spin up a founder-led content engine in 90 days without wrecking your calendar.

Why focus on founder-led content?

Smart teams prioritize the founder's personal profile over the company page.

Buyers in 2026 want to know who they are buying from. Personal profiles generate significantly more trust, reach, and engagement than corporate logos. Even massive enterprises now route their major announcements through executive accounts because the distribution is simply better.

For early-stage companies (Seed to Series B), a strong founder presence creates a halo effect that shortens sales cycles and drives high-intent inbound leads.

How to solve the "I don't have time to write" problem

You don't need more time. You need a better extraction system. The biggest blocker for founders is the identity barrier. You might not identify as a "creator," and staring at a blank page takes hours. The fix is the Content Interview. The Content Interview Workflow:

1. Schedule: Book a recurring 30–60 minute call every two weeks.

2. Prep: A marketing lead (or partner) brings 7–10 specific prompts based on recent sales calls or industry news.

3. Record: The founder just talks. Share stories, opinions, and rants.

4. Transcribe & Edit: The team turns that transcript into 5–10 formatted LinkedIn posts.

This separates the source of the insight (the founder) from the packaging of the content (the team). You maintain authenticity without the manual labor.

What is a "Spiky POV"?

Before you start posting, you need to define your differentiation. Safe, watered-down advice gets ignored. You need a Spiky POV: a set of opinions that are clear, specific, and strongly held within your expertise. These should be topics you would respectfully argue about on a conference panel.

• Product Differentiation: Why is your approach structurally better?

• Philosophical Differentiation: How do you see the market differently than your competitors?

When you lean into a Spiky POV, you attract your ideal customer profile (ICP) and repel the wrong fits. That filtering mechanism is exactly what you want.

How to structure your content funnel (TOFU/MOFU/BOFU)

A common mistake is treating every post like a sales pitch. To build a proper engine, you need to map your content to a funnel. For the first 90 days, aim for this mix:

1. TOFU (Top of Funnel) - 20%

Goal: Maximize attention and bring new people into your orbit. Content: Founder backstory, general startup lessons, leadership insights, and career failures.

2. MOFU (Middle of Funnel) - 60%

Goal: Build authority and trust with your specific ICP. Content: Tactical how-to guides, frameworks, and teardowns of industry trends. This is the workhorse of your strategy. It shows you know the job better than anyone else. See how HeyReach runs a similar content motion to drive massive pipeline.

3. BOFU (Bottom of Funnel) - 20%

Goal: Convert the audience into hand-raisers. Content: Customer success stories, specific feature highlights, and direct offers.

The 5x weekly schedule

Consistency beats intensity. You want to show up in the feed every weekday to gather data on what resonates. A sample weekly calendar:

• Monday (MOFU): A polarizing take on an industry trend.

• Tuesday (TOFU): A personal founder story with a business lesson.

• Wednesday (MOFU): A carousel or list breakdown of a specific framework.

• Thursday (BOFU): A case study showing how a client solved a specific pain point.

• Friday (MOFU): A teardown of a relevant brand or strategy.

For a deeper look at structuring these weeks, check out our LinkedIn Pipeline Playbook.

The 20-minute engagement routine

Posting is only half the battle. You need to trigger the algorithm and build relationships. Dedicate 20 minutes a day to:

1. Reply to every comment on your posts. This boosts reach and builds community.

2. Comment on 5-10 other posts from ICP prospects, peers, or creators your audience follows.

3. Send connection requests to relevant people you interact with (no pitch, just connect).

Setting expectations for the first 90 days

If you launch this motion today, your goal for Q1 is consistency and learning, not immediate revenue attribution. Pipeline is a lagging indicator. In the first 90 days, success looks like:

• Posting 5x/week consistently.

• Finding which topics get the most traction.

• Seeing an increase in ICP followers and DMs.

• Hearing prospects say, "I see you everywhere."

Once you build the muscle, the revenue follows. Stick to the system, use the Content Interview to save your sanity, and let the compounding effect kick in.