When we decided to start posting on LinkedIn, we were tempted to go the same route our competitors did. A lot of agencies in our space cover outbound strategies and industry trends. Safe, predictable content that sounds professional.
But we realized we weren’t trying to be like our competitors. We were trying to be different.
Cristian, our founder, had this insight: “Think about Alex Hormozi. Everyone knows he helps scale businesses doing $3M+, but Alex rarely talks about the actual work he’d do for you. He mostly talks about how you can get to the point where he can help you.”
So we went the opposite direction. Instead of giving general business advice, we decided to document what we actually do. What happens in our workplace, and decisions we make daily. We wanted to have conversations with our audience about our actual work and make them feel involved in our journey.
Cristian was heavy on this approach. We’re growing fast, he’s young, and he wanted us to look back 2, 3, 5 years down the line and see what we were doing, the things we changed and the decisions we made to get where we are today.
When it came to our product, we’d talk about new features we added and how they solve particular problems, but we made them all sound like conversations without being sale-sy.
We decided to go with the documentation approach. And boy, did our LinkedIn take off.
In 72 days, our five-person team got over 600k impressions.
We needed every post to feel real. So after coming up with content ideas, we’d add a couple of questions and assign the topic to a team member. The aim is to get personal insights on that particular topic.
The responses could be a Loom recording, voice note, or just text. One thing we noticed is that while answering those questions, we’d get enough material to write more posts or cover more topics.
At first, we started by posting Loom recordings of Cristian and plain text posts. They did decently well. But when we started posting alongside images, impressions took off like crazy. We don’t know why. Is LinkedIn becoming Instagram? Or is the professional world evolving past just business? Maybe people want to feel like they know the person they’re getting into business with. We don’t know, but it works.
The craziest part is top two best-performing posts are simple text posts. Tina has a text post that went viral with over 2,600 likes.
Cristian’s best performing post is a text post that currently has over 45K impressions. So text posts work really well. We advise a healthy combination of both.
We keep our tone conversational. We write exactly how we speak, using conversational patterns. If you check Cristian’s posts, you’d see many start with casual words like “So” and he uses natural speech patterns. For example, when someone might write “Email delivery is expensive but worthwhile,” Cristian writes it like he’d actually say it: “Is it expensive? Well, yes.
Our hooks aren’t clickbait or sound like topics. They sound like real conversations or fragments of conversations. They sound like an actual human talking, and readers are always curious to hear what people have to say, especially when the first couple of words spark their interest.
For example, Cristian’s best-performing post started like this: “I can’t write production-scale code anymore. That’s when I knew I had to stop being a developer and start being a founder…”
Since he has a lot of tech founders and developers in his network, that post got over 45K impressions.
We also share business insights, but we present them as conversations. For example, this post about paying 3x more for email delivery sounds like Cristian just sharing a business decision, but potential clients now understand the lengths we go to ensure their emails actually get delivered.
We repurpose old content that did well. For example, one of Cristian’s posts that got 47 reactions was about how moving to Silicon Valley killed his interest in lifestyle businesses. It was a repurposed post that did decently well last year, so we decided to rework it.
Repurposing is basically doubling down on your success and milking it. None the same thing.
LinkedIn’s algorithm rewards genuine engagement. When people read something that feels real, they respond differently. They comment with their own experiences and share it with colleagues who’ve dealt with similar situations.
There are only so many ways to repackage the same leadership tips. People want content that shows what building something actually looks like day-to-day. The uncertainty, the mistakes, the moments when you’re making it up as you go.
Instead of broad principles, we share specific moments. People can see themselves in the story and learn from how we handled it.
Having different team members share their experiences created something unique. People got a real picture of how we operate, not just polished highlights.
Small teams can get massive reach by documenting what they’re actually doing. You don’t need to be an established expert or have a huge marketing budget.
You just need to pay attention to the real situations you’re dealing with and share the actual lessons you’re learning. But you have to be intentional about capturing these moments and telling the stories well.
Real workplace stories will always get more engagement than generic business content. People want to see what building something actually looks like.
