In B2B, people buy from people they trust. On LinkedIn, a founder's profile usually reaches far more people than the company page, and buyers are more interested in the person behind the business than in the logo. The problem is time. Here is a system that works for founders who will never write posts themselves.
The monthly interview
Once a month, someone on your team or agency interviews you for 30 minutes. Recorded, casual, no preparation. Questions like:
- What did a customer ask this month that surprised you?
- What mistake do you see buyers in your industry make?
- What did we do differently on a recent project?
- What do competitors get wrong?
- What changed in your industry recently, and what does it mean for customers?
A single interview usually produces enough material for two or three posts a week.
Four content pillars
- Expertise: explain something your buyers need to understand, simply.
- Proof: projects, factory or office moments, customer outcomes (with permission).
- Opinion: a clear view on an industry question. Opinions get discussed; neutral posts get scrolled past.
- Story: how the business started, a hard decision, a lesson learned.
Formats that work
- Text posts: a strong first line, short paragraphs, one idea per post.
- Document carousels: step-by-step guides or checklists, easy to save and share.
- Short videos: 30 to 60 seconds of the founder explaining one point, filmed on a phone.
- Photos with context: a real moment from work with a short story behind it.
Writing in the founder's voice
Posts should sound like the founder talking, not like a brochure. Keep their phrases, their examples and their opinions. The founder approves every post before it goes live, which takes a few minutes a week.
How this supports sales
When a prospect receives a sales email, visits your site from an ad or meets your team at an exhibition, they check the founder on LinkedIn. A profile with regular, useful posts makes the company look established and trustworthy. It also warms up audiences for LinkedIn Lead Gen campaigns, which convert better when people already recognise your name.
What to measure
- Profile views and connection requests from people in your target industries.
- Comments and messages from potential buyers, not just peers.
- How often prospects mention your posts in sales conversations.
Likes are a weak signal. Conversations with buyers are the real one.
Consistency beats brilliance
Two solid posts a week for a year will do more than a burst of daily posting that stops after a month. That is why the system is built around a small, fixed time commitment. It is exactly how our LinkedIn for B2B service works.