LinkedIn organic

Turn your LinkedIn profile and content into a demand generation channel that builds authority, attracts ideal buyers, and starts conversations at scale.

Chapters14 Tools7 About

Chapters

Article3 min
Authority is a position, not a posting schedule
Write down one belief your buyer can repeat, test it against your competitors, and build every post, profile line and comment around it before you worry about how often you publish.
Article1 min
Comments are where authority compounds
Thoughtful comments on the right people's posts, and replies under your own, are where readers become people who trust you. Most people skip this half of the work.
Article1 min
Common failures
The usual reasons LinkedIn authority stalls, such as posting without a point of view or chasing reach over the right readers, and what to do instead.
Article1 min
Consistency beats brilliance, and beats it badly
Most people quit LinkedIn a few weeks in, waiting for a viral post. Authority grows through familiarity, so a steady cadence held for months matters more than any single hit.
Article2 min
FAQs
Answers on how often to post, personal profile or company page, and how long LinkedIn takes to produce inbound. A cadence you can hold for a year wins.
Article1 min
Inbound is the goal, so design the path off the platform
Likes do not pay the bills. Design the path from post to profile to a conversation off the platform, so authority turns into inbound enquiries and clients.
Article3 min
Pick one buyer and write only to them
Define one buyer with a buyer card, test your recent posts against it, and write every LinkedIn post for that person until you own the position.
Article1 min
Teach what you'd normally charge for
Share your real methodology in public. Buyers pay the people who prove they know the answer, not those who keep it back for paying clients.
Article1 min
Write like you talk, format so it's read
Write like one person talking to another, not in a corporate voice, and format for the feed with short lines and a strong opening so posts actually get read.
Article13 min
How to optimise your LinkedIn profile
Your profile is your homepage so fix this before you post anything. Clear headline, sharp pitch, strong CTAs, and trust signals that convert visitors.
Article6 min
How to warm up your LinkedIn profile
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network, and new recommendations.
Article6 min
How to plan your LinkedIn content calendar
Stop scrambling for ideas the night before you post. Set up a simple Notion calendar, balance value and sales, and stay three weeks ahead consistently.
Article12 min
How to write engaging LinkedIn posts
Likes mean nothing if they don't convert into business. Break down winning formats, hooks, and structures that attract your ideal buyer and drive action.
Article7 min
When to post on LinkedIn for maximum reach
Stop leaving reach to chance with random timing. Use a pre-posting checklist, well-timed publishing, and first-hour engagement to multiply impressions.

Tools

Tool
ChatGPT
Answers questions, writes, researches, analyses and codes via web and desktop apps with built-in search and grounding.
AI agents
Free plan
Sign up on ChatGPT
ToolClient acquisition
Kanbox
Prospects on LinkedIn with automation, scraping and a Kanban CRM all in one focused workspace.
Outbound
Sign up on Kanbox
ToolClient acquisition
LinkedIn
Professional network where B2B founders and sellers research, connect with and reach out to decision-makers.
Outbound
Free plan
Sign up on LinkedIn
ToolClient acquisition
Loom
Record and share screen and video messages instantly with your entire team without scheduling meetings.
Lead generation
Free plan
Sign up on Loom
Tool
Notion
Workspace for documents, wikis, databases and project management with flexible customisation for teams.
Tech stack
Free plan
Sign up on Notion
ToolClient acquisition
Surfe
Enrich LinkedIn contacts with verified email addresses and sync them directly into your CRM.
CRM
Free plan
Sign up on Surfe
ToolClient acquisition
Taplio
Create, schedule and analyse LinkedIn posts with AI to build your personal brand and generate leads.
Organic social
Sign up on Taplio

About this playbook

During COVID, I ran an experiment with personal branding. My friend Michel helped me get started on LinkedIn, and within months I grew my following to almost 7,000 people. It worked. But then I stopped.

For two years, I barely posted. I was running two different marketing agencies with completely different audiences, and I didn’t know what to say. I didn’t want to confuse people, so I said nothing. It’s a shame, because momentum is hard to rebuild once you’ve let it fade.

Now in 2025, I’m building my thought leadership on LinkedIn again from a much clearer position. This time, I’m documenting exactly how I’m doing it so you can follow along.

This playbook walks through the structure, tools and habits I’m using to grow visibility, attract leads and stay consistent without burning out. Whether you’re just getting started or want to revive a dormant profile, you’ll find a system here that actually works.