A LinkedIn content agency can write it. Not be you.
Everything that works here comes from something you saw, decided or got wrong. The writing is delegable. Having been in the room is not.
So this page starts with the part every competitor leaves out: roughly ninety minutes a week of yours, itemised below.
Written for them
Tuesday · 09:00
“Excited to share some thoughts on why alignment between sales and marketing is more important than ever in 2026. Here are 5 takeaways...”
Something only they could say
Thursday · 07:40
“We lost a £40k deal last month because I insisted on a feature nobody asked for. Here is the exact call where the customer told me and I did not listen.”
Illustrative. The second one cannot be written by somebody who was not in the room.
Nobody follows a logo. They follow a person who keeps being right.
Reach on this platform is attached to individuals, and has been for years. Most linkedin content services still sell a brand presence because it is easier to scope and does not require anybody senior to change how they spend Tuesday.
The consequence is that thought leadership from a company account is read as advertising and the same sentence from a named operator is read as a view. That is not a formatting problem, and no amount of budget moves it.
Ninety minutes a week, itemised.
Any linkedin marketing agency can tell you what it will do. This is what you will have to do, which is the number that decides whether the channel works.
Deciding what you actually think about something
30 min
yoursThe raw material. Nobody can invent your opinion for you.
Recording the story behind it
20 min
yoursA voice note on a walk is enough. It has to be your memory.
Turning that into drafted posts
0 min
oursThis is the part an agency is genuinely good at.
Approving or killing each draft
20 min
yoursIt goes out under your name. You read it first, every time.
Replying to comments on your own posts
20 min
yoursThe comments are where the deals start. This one is not negotiable.
Scheduling, formatting, analytics, repurposing
0 min
oursEntirely ours, and it is more work than it looks.
If that is not available, this is the wrong channel for you right now and I would rather say so than take the retainer and produce posts nobody believes.
What a LinkedIn content agency cannot promise you.
This category sells a fantasy more often than any other on the site: a serious personal presence that costs the founder nothing. A LinkedIn content agency can genuinely remove most of the work, and four things stay with you no matter who you hire.
- 01
You cannot outsource having an opinion.
Everything that works on this platform comes from something you saw, decided or got wrong. A writer can shape it, sharpen it and format it. They cannot have been in the meeting. A founder who supplies nothing gets bland posts with their face on, and the audience is unusually good at telling.
- 02
Ninety minutes a week is the floor, not the pitch.
Roughly half an hour deciding what you think, twenty minutes recording it, twenty approving drafts and twenty in the comments. Any provider promising a serious presence for zero founder time is describing a company page, and company pages do not work for this.
- 03
It will feel uncomfortable for about six weeks.
The posts that work are more specific and more exposed than most executives are used to being in public. The first genuinely candid one is difficult to press publish on. If you are not prepared to be occasionally wrong in front of your market, this channel will stay polite and stay flat.
- 04
There is no algorithm to exploit, only a slow one to satisfy.
Reach here is volatile week to week and largely outside anyone's control. Posting pods, engagement rings and comment farms produce numbers that do not convert and carry real account risk. What compounds is a named person being consistently worth reading, which is slow and cannot be bought.
Everything above is a reason this channel is defensible. What cannot be bought by you also cannot be bought by your competitor.
Six workstreams, and two of them are yours.
A linkedin content strategy is mostly a supply chain problem. The writing is the visible part and the least likely thing to fail.
- 01
Week 1
Decide whose account this is
Almost always the founder or a named operator, not the brand. A linkedin company page is useful for credibility and hopeless for reach, so it becomes a supporting asset rather than the channel. If the person who should post refuses to, that is the finding, and it is better in week one.
Account audit1 viableFounder · posts occasionallyrunHead of product · willinglaterCompany pagesupportAnonymous brand voicenoReach follows people. The page exists so the people look legitimate.
- 02
Weeks 1–2
Mine what you already know
A long recorded conversation to extract the opinions, arguments and stories already in your head, then a standing weekly capture that takes twenty minutes. This is the founder-led content supply chain, and it is the part that quietly fails when nobody designs it.
Idea bankfrom one sessionOpinions you will defend14Stories with a real outcome9Things you got wrong6Generic industry takesdiscardedOne 90-minute conversation usually yields six to eight weeks of material.
- 03
Ongoing
Write it as you, then prove it
Drafts built from your recordings, in your sentence length and your vocabulary, with the specifics left in rather than sanded off. The test before anything is sent to you is whether a competitor could have posted it. If they could, it gets rewritten.
Draft testsbefore you see itCould a competitor post this?must be noIs there a real number or name?must be yesDoes it admit anything?usually yesOpens with a generic hookrejectedNothing reaches you that has already failed one of these.
- 04
Ongoing
Show up in the comments
Yours to do, twenty minutes a day at most, and the highest-return part of the whole channel. Social selling on this platform is mostly replying properly to people who engaged with something you wrote, rather than sending connection requests to strangers.
Where the conversations startyour 20 minReplies on your own postshighestComments on customers' postshighComments on prospects' postsmediumCold connection requestslowestWe prepare the list. The replying is genuinely not delegable.
- 05
Month 2+
Bring the rest of the company in
Once the founder account works, the same supply chain extends to two or three colleagues who genuinely want to post. Employee advocacy fails when it is a rota and works when it is voluntary, so the number of participants is always smaller than the org chart suggests.
Second wavevolunteers onlyEngineer who already writesinHead of support, keeninSales team, mandatedskipAnyone assigned a quotaskipA mandated posting rota produces exactly the content people scroll past.
- 06
Month 2+
Read it honestly, including the flat weeks
Reach on this platform swings wildly and a single post proves nothing. What we watch is the trend in profile views from your target accounts, inbound conversations, and whether the comment quality is improving. Followers are reported last and treated as the least interesting line.
Monthly readleading · businessLeading
Profile views from target accounts, comment quality
Business
Inbound conversations, sourced meetings
Note the flat weeks. Any chart of this channel without them is smoothed.
The same extraction session feeds articles, the newsletter and the answers that get cited. If community is also part of your picture, Reddit has a page of its own.
Four ways to do this. One of them tells you the time cost.
Standard linkedin ghostwriting removes the writing and quietly assumes you will supply everything else. Doing it yourself works until the third busy week. Paid reaches people who have never heard of you and will not remember.
A specialist agency doing linkedin personal branding and nothing else is a fair choice if this is your only channel. It becomes expensive when the same material should have been feeding your articles and your newsletter at the same time.
Find out whether the founder will actually do it.
The diagnosis answers one question above all others: is there a person here willing to have opinions in public every week? Everything else is solvable.
Start here
Discovery
$2,500one-off · two weeks
The account audit, a recorded extraction session that produces six to eight weeks of material, the analysis of what your market is already discussing, and a ninety-day plan. Yours to keep and executable by anybody.
- Which account this runs from, and an honest read on whether it will
- A 90-minute extraction session, transcribed and mined
- What your buyers and competitors are already posting about
- A ninety-day plan with the first fortnight drafted
Most common
Ownership
From $5,000per month
The weekly capture, the drafting, the comment preparation and the reporting, run alongside the rest of the content system so one recorded conversation becomes posts, an article and a newsletter rather than posts alone.
- Weekly capture that takes twenty minutes of your time
- Drafts that fail the competitor test before you ever see them
- A prepared comment list, which you answer yourself
- Reporting on target-account reach, with followers reported last
One extraction session should feed more than one channel. The whole-system version is where that repurposing actually happens.
One call. Real plan, not a pitch.
30 minutes. We talk about what's already working, who owns content today, and whether a fractional Head of Content is actually the right move. If it isn't, I'll say so.
Direct calendar
Book a 30-min intro call
No sales rep, no qualification form. You pick a slot, we talk.
Calendar busy?
Send a note instead.
One sentence on the bottleneck. I'll reply within 24h with a sharper next step.
Questions, ahead of time.
How much of my own time does LinkedIn actually take?+
About ninety minutes a week once it is running: half an hour deciding what you think, twenty minutes recording it, twenty approving drafts and twenty in the comments. The first fortnight is heavier because of the extraction session. Anyone quoting you meaningfully less is either counting only the writing or planning to post things you have not read.Should we post from the company page or a personal profile?+
Personal, with the company page as a credibility backdrop rather than a channel. Reach on this platform follows people, and a brand account arguing a position reads as marketing while the same words from a named person read as an opinion. The page still matters because prospects check it, so it gets kept current and is not where the effort goes.Is ghostwriting dishonest if the posts go out under my name?+
Not if the thinking is yours and you read every word before it publishes, which is the arrangement here. Executives have had speechwriters for a century on exactly that basis. It becomes dishonest when the provider invents opinions you never held or replies to comments as you, and both of those are refused here rather than priced.What if I am not comfortable being that personal in public?+
Then we work within that, and the honest consequence is a smaller ceiling. Specific and candid outperforms polished and safe on this platform by a wide margin, so a founder unwilling to be occasionally wrong in public will get a competent, modest result. That is a legitimate choice and it is better made deliberately than discovered in month four.How long before LinkedIn produces conversations?+
Profile views from the right accounts move within a month, because that is a reach effect. Inbound conversations typically start in month two or three, and they arrive as somebody messaging you rather than filling in a form. If nothing has changed in the comments by week eight, the material is too safe and that is the thing to fix.Do you use engagement pods or comment groups?+
No. They produce numbers that look like performance and convert at close to zero, because the engagement comes from people outside your market doing you a favour. They also carry genuine account risk. If a provider will not answer this question directly, that is the answer.Can this work for a B2B company with a tiny audience?+
Usually better than for a large one. If two hundred people in your market read a post and four of them are buying this quarter, that beats twenty thousand impressions from outside your category. The measure that matters here is who is reading, which is why target-account profile views is the leading indicator rather than followers.What does this cost, and can we buy just LinkedIn?+
A two-week Discovery is $2,500 and covers the account audit, the extraction session and a ninety-day plan you keep. Ongoing ownership starts at $5,000 a month across the whole content system rather than this channel alone, because a post that never becomes an article or a newsletter is worth a fraction of what it could be.