Articles

Frameworks, teardowns, and original thinking on founder-led content, pipeline attribution, and B2B GTM strategy.

How to measure founder content success and drive pipeline

Follower count goes up, a post hits 10k impressions, you feel great — and six months later there's no new pipeline. Here are the 7 signals that actually tell you content is working.

Will Leatherman·2026-05-05·4 min read

40 articles

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How to turn content into a word of mouth engine for B2B SaaS

Word of mouth drives the highest intent leads in B2B SaaS. Here is how to engineer it at scale using content and organic social — not just hope people tell their friends.

B2B Content Marketing·4 min read

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How to win on LinkedIn in 2026

We produce and analyze over 150 LinkedIn assets every week for B2B tech companies. Here is exactly what is working to drive pipeline right now.

Founder-Led Content·4 min read

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How to use bottom of funnel social content to turn followers into pipeline

You have built an audience. Now here's how to turn it into actual pipeline using the three BOFU formats that do the work without making your feed feel like an ad channel.

B2B Content Marketing·4 min read

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25 proven founder led LinkedIn content prompts that actually drive pipeline

The thing founders tell me most often: I know I should be posting more. I just don't know what to say. Here are 25 prompts pulled from posts that have actually performed.

Founder-Led Content·4 min read

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How to make product content that actually sells

Most product announcements die in the feed because they are built like press releases. Here is how to build product content that drives pipeline from inside the feed.

B2B Content Marketing·4 min read

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How to build a content ecosystem that makes your brand omnipresent

Some brands feel like they're everywhere. Here's the three-pillar content ecosystem that creates that effect — and the order to build it.

B2B Content Marketing·4 min read

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21 simple LinkedIn plays to turn views into pipeline for B2B startups

Getting inbound leads from LinkedIn requires specific tactics that actually grab attention. Here are 21 plays tested across hundreds of B2B accounts.

B2B Content Marketing·4 min read

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7 frameworks for B2B social content that drives pipeline

Optimize for shares by creating content people want to drop in their company Slack channels.

Frameworks & Guides·

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Adam Robinson’s $22M copywriting formula deconstructed

Adam Robinson used specific hook tactics to scale to $22M ARR.

Frameworks & Guides·

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Brutally honest LinkedIn growth advice: the mindset shift you need

Success depends on whether you enjoy the platform or resent it

Frameworks & Guides·

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Building a Social Media Content Funnel That Generates Leads (Part II)

MOFU content bridges the gap between viral views and actual revenue pipeline

Frameworks & Guides·

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How I’d Actually Get Hired as a Content Marketer in 2026

Prioritize social-first skills like LinkedIn content over traditional SEO to align with 2026 demand.

Frameworks & Guides·

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How to Increase the Success Odds of Founder-Led Content

Founder-led content is a long-term asset that requires a 6-12 month commitment to see compounding results.

Frameworks & Guides·

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How to Launch a Founder-Led LinkedIn Content Engine in 90 Days

Founder profiles outperform brand pages for reach and trust.

Frameworks & Guides·

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How to launch a founder-led LinkedIn engine in Q1 2026 (A 90-day playbook)

Commit to a 90-day sprint to gather data and prove consistency

Frameworks & Guides·

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How to run a no-fluff social media audit for b2b brands in 4 steps

Build a solid foundation by running a structured audit before you create a content calendar

Frameworks & Guides·

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The Only 2 LinkedIn Post Formats You’ll Ever Need (Founder Edition)

Founders only need two post formats to win on LinkedIn: The Listicle and The Narrative + Takeaway.

Frameworks & Guides·

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The Ultimate Guide to LinkedIn Lead Magnets

Attention is useless without a next step—move engagement off LinkedIn and into your funnel.

Frameworks & Guides·

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What’s the Point of a B2B Social Media Presence?

Brand awareness is a weak argument for budget. You need to frame social as a revenue driver.

Frameworks & Guides·

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Why Gymshark's founder wins on LinkedIn and how to copy his playbook

Gymshark relies on a hidden B2B layer of suppliers and partners that lives on LinkedIn

Frameworks & Guides·

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Why your LinkedIn content isn’t working (the honest version)

You are picking formats you hate so you never stay consistent enough to win.

Frameworks & Guides·

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How to fix robotic LinkedIn content by changing your rhythm

Robotic LinkedIn posts are not just an AI problem — they are a rhythm problem. The fix takes two minutes and requires zero extra writing skill.

B2B Content Marketing·4 min read

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How to Build a LinkedIn Lead Magnet Machine

GTM Insights·

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Troubleshooting content burnout for founder led brands

Content burnout in founder-led brands often isn't overwork — it's boredom. Shifting toward topics you genuinely care about doesn't just fix the burnout. It improves the content.

Founder-Led Content·4 min read

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The Only 2 LinkedIn Post Formats You'll Ever Need (Founder Edition)

Most founders overcomplicate LinkedIn. You can build your entire content strategy on two repeatable formats based on your actual work and career.

Founder-Led Content·4 min read

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Why your LinkedIn content isn't working (the honest version)

The reason your content underperforms usually has nothing to do with tactics. It comes down to three root causes that are much harder to admit.

Founder-Led Content·4 min read

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The Ultimate Guide to LinkedIn Lead Magnets

LinkedIn impressions are vanity unless you move people into your funnel. Here is how to build lead magnets that actually convert — and the follow-up system that closes.

B2B Content Marketing·5 min read

Article

Why Gymshark's founder wins on LinkedIn and how to copy his playbook

Ben Francis built a £500M+ brand and still treats LinkedIn like his main job. The reason is hidden in Gymshark's B2B layer — and the playbook translates directly to your startup.

Founder-Led Content·4 min read

Article

What's the Point of a B2B Social Media Presence?

Most leaders treat B2B organic social as a vague brand awareness play — so it gets cut first when budgets tighten. Here is how to position it as a revenue engine.

B2B Content Marketing·4 min read