Stop guessing what to post and start using the three simple formats that quietly bring our clients leads every month. No hacks, no viral chasing – just a repeatable, founder‑friendly rhythm.
When people ask us for a “LinkedIn content strategy”, they usually expect a complicated diagram.
Different colours for “awareness”, “consideration”, “conversion”. A 90‑day plan. Fourteen content pillars.
We tried that once - then we actually looked at what our best‑performing clients were doing week after week.
Spoiler: it wasn’t a 20‑page deck but a handful of very repeatable ways of talking to their audience.
Here are three of the simplest ones – the ones real humans with full calendars can actually stick to.
Strategy 1: “I was there too” stories
Most founders underestimate how interesting their day‑to‑day life is to someone a few steps behind them.
They think:
“Nobody wants to hear that I stayed up late fixing a client mess.” or “What am I going to say, that I did some emails?”
So they default to vague “thought leadership”.
LinkedIn is now full of posts that sound like the same person on a different day. But the posts that actually bring leads usually start from much smaller places:
- The Sunday morning they drove across town to fix a problem for a client
- The time a customer’s loyalty completely changed how they saw their own business
- The series of bad bosses that shaped how they now treat their team
These stories do something deeply practical. They show how you behave under pressure, what you value when there isn’t a camera on you.
They create an instant shortcut to trust.
One of our clients wrote about a customer who paid his invoice late at night after a small mistake with timing.
On paper, that’s nothing. In reality, it said a lot:
- He sends invoices quickly
- He works with people who respect him
- He notices and appreciates that kind of behaviour
People reading that don’t think “nice story”.
They think “this person is serious and decent – I want to work with people like that”.
That’s how you know a story belongs on LinkedIn.
If it proves something useful about your character or your process, it’s allowed in.
If it only proves you’re funny, it belongs in the group chat.
Strategy 2: Pocket case studies
When someone says “case study”, most people imagine a PDF with graphs.
- Big logo at the top.
- Stock image of a smiling person with a clipboard.
- They also imagine the amount of work it’s going to take – interviews, screenshots, approvals.
So they don’t do any.
What works a lot better on LinkedIn is a shorter format:
- One client
- One situation
- One decision you made
- One outcome
That’s it.
We had a client who needed a simple site in 5 days.
There was no time for bells and whistles. They needed something that:
- Got the message across
- Showed their services
- Didn’t break down under pressure
We built a single clean page.
No animation. No wild layout. Just a custom design with solid copy and a contact route that worked.
Then we wrote about it.
Not as “Outcome‑driven web solution for leading provider”.
As: “On Monday, he called me. On Friday, he had something he could send to customers.”
That post didn’t break the internet.
But a handful of people saw it, recognised themselves, and messaged.
Some wanted the same thing, and some just wanted to talk about options.
That’s the real job of case‑style content on LinkedIn:
Help one person recognise that you’ve solved a problem they currently have.
You don’t need a new logo for that. You need clarity.
Strategy 3: Simple “here’s how I think about this” posts
People love to overcomplicate “strategy” content.
They think they need frameworks, pyramids, and new jargon.
Clients don’t need that. They need to know how you make decisions.
The easiest way to show that is to take something you do all the time and talk through it out loud.
For example:
- How you decide whether someone really needs a new website or just better copy
- How you tell if a LinkedIn post is worth writing or not
- How you choose between three bad options when you’re up against a deadline
You don’t need a fancy structure.
You need an honest explanation:
“I used to do X. It caused problems. Now I do Y. This is why it works better.”
One of our favourite examples is the idea that every element on a website either attracts customers or pushes them away.
No neutral.
When you apply that to LinkedIn, you start writing differently.
You stop throwing in lines “because that’s what everyone does”.
You start cutting anything that would make your ideal reader zone out.
A simple “how I think” post might look like:
A situation – someone asked for a discount, asked for “just a quick chat”, or wanted “brain‑picking” for free
- Your first instinct
- The rule you now follow
- A recent time you applied it
That’s enough.
You’re not trying to impress other marketers.
You’re trying to help a potential client feel comfortable trusting your judgement.