Social Media Content Execution

---
name: social-media-content-execution
description: "Guides marketers through executing B2B social media content strategy across LinkedIn, Instagram, Twitter/X, and video — covering content mix, posting cadence, format selection, platform-specific tactics, and audience growth. Trigger when a user needs help creating, planning, or optimizing social content for B2B audiences."
version: "2026-04-20"
episode_count: 39
---

# Social Media Content Execution

## Overview
This skill covers B2B social media content execution across LinkedIn, Instagram, Twitter/X, and video formats. It addresses content strategy, posting cadence, format selection, platform-specific tactics, audience growth, and content sourcing. All practices are sourced exclusively from Exit Five podcast guests; no external best practices have been added.

---

## LinkedIn Content Strategy Foundations

### Define Your Niche Before You Post
Instruct users to pick one specific topic area to become known for on LinkedIn before creating any content. Avoid posting about multiple unrelated subjects. Focus 80% of content on the core niche and 20% on personal or lifestyle content. This specialization creates a clear brand association and drives follower growth more effectively than generalist posting. (Source: Dave Gerhardt, Episode #225; Dave Gerhardt, Episode #152; Tim Davidson, Episode #127)

When a user asks what their niche should be, help them identify the single topic most directly tied to their professional expertise and their target customer's pain points — not the broadest possible category.

### Treat LinkedIn as a Blog, Not a Social Feed
Instruct users to treat LinkedIn as their primary owned publishing channel — equivalent to a personal or company blog. Write regularly about topics relevant to the audience, sprinkle in personality, and focus on what works on the platform. Consistency and long-term commitment compound credibility and audience over time. Dave Gerhardt's account generated 17 million impressions in 365 days with ~200k followers using this approach. (Source: Dave Gerhardt, Episode #316)

### Set Realistic Timeline Expectations
Warn users that LinkedIn content strategy takes time to produce business results. Plan for a 12-month runway before the strategy reliably drives demos, signups, or revenue. In months 0–9, content may build awareness without directly sourcing sales. Around month 9–12, expect a clear correlation between content performance and business metrics. Founders who quit after 3–4 months are leaving money on the table. (Source: Adam Robinson, Episode #157)

Similarly, note that building a personal brand through consistent, helpful posting is a long-term play — Jess Cook posted for nearly 4 years to build to 37k followers. (Source: Jess Cook, Episode #321)

---

## LinkedIn Content Mix and Posting Cadence

### Use a Value-First Content Ratio
Apply a 5:1 or 6:1 ratio of value-add content to direct response content. Five to six out of every six posts should provide value, build trust, or share perspectives. Only one post should be a direct call-to-action (demo request, sign-up link, etc.). LinkedIn is not a direct-response channel; sales happen through osmosis — repeated exposure, trust-building, and eventual conversion. (Source: Dave Gerhardt, Episode #171)

Reinforce this with the principle: establish a pattern of posting valuable, non-promotional content regularly. When you do have something to promote, that promotional post will perform much better because you've built credibility. If you post ten promotional posts in a row, none will drive significant registrations. (Source: Dave Gerhardt, Episode #205)

### Structure Content Across a Three-Tier Funnel
Organize LinkedIn content using a content funnel:
- **Top-of-funnel** (1 out of every 5–6 posts): Broad business or entrepreneurship content that helps the algorithm but shouldn't dominate the feed.
- **Middle-of-funnel** (bulk of content): Industry-specific thought leadership directly related to core expertise.
- **Bottom-of-funnel** (1 out of every 5–6 posts): Direct response content — feature announcements, demo requests, or calls to action.

This balance grows audience while maintaining conversion opportunities without appearing overly promotional. (Source: Tommy Clark, Episode #171)

For founder content specifically, organize pillars into: top-of-funnel (relatable, personable content), middle-of-funnel (educational/onramp content), bottom-of-funnel (prospect conversation topics), and personal content (founder life, parenting, industry observations). (Source: Brad Zomick, Episode #156)

### Balance Evergreen and Timely Content
Maintain a mix of evergreen content (topics that stand the test of time) and timely content (relevant news or trend-jacking). Evergreen content prevents the blank-slate problem and provides consistent value. Timely content capitalizes on relevant industry news for additional momentum. Relying solely on timely content creates daily pressure to find trends. (Source: Tommy Clark, Episode #171)

### Post Frequently Enough to Gather Data
When starting on LinkedIn, post at minimum 3 times per week, ideally 5–7 times per week (once daily). This frequency is necessary to gather enough data on what hooks, topics, and formats work. Posting only twice per month creates a 10x slower feedback loop and prevents building the posting habit. The goal is to test enough variations to understand what resonates before optimizing. (Source: Tommy Clark, Episode #171)

For a sustainable middle ground, 3 posts per week is a viable cadence for CEOs and founders who cannot commit to daily posting. (Source: Dave Gerhardt, Episode #131)

For pre-launch situations, consider posting twice daily on LinkedIn for a fixed period (e.g., 6 months) to build awareness and a small engaged community before launch day. (Source: Emir Atli, Episode #165)

---

## LinkedIn Content Creation and Voice

### Write in Authentic Human Voice — Resist Over-Polishing
Instruct users to write LinkedIn content with a distinctly human voice: conversational, unpolished, with natural language and occasional typos. As more marketers use AI to generate content, authentic human-written content increasingly stands out. Dave Gerhardt observed his own LinkedIn performance improving as he wrote more casually from his phone with natural language and occasional typos, contrasting with the rise of generic AI-generated content. (Source: Dave Gerhardt, Episode #316; Dave Gerhardt, Episode #298)

### Use Proven Hook Templates
Study and apply high-performing hook patterns rather than writing freely. Effective hooks include:
- Definitive statements (e.g., "The golden age of SaaS is over")
- Cliffhangers with future implications (e.g., "Scott Lease told me outbound sales as we know it is dead. Here's why he thinks he's only got three to four years left")
- Contrarian takes

Templates improve engagement significantly compared to rambling posts. Every post should follow proper hook structure, editing, and close format. (Source: Adam Robinson, Episode #157)

### Write Zero-Click Content That Delivers Standalone Value
LinkedIn's algorithm penalizes posts with external links by reducing their reach. Counter this by writing posts that deliver a complete, standalone insight without requiring a click. Readers get the value immediately and can choose to click for more. This increases engagement (likes, comments, shares), which signals value to the algorithm and increases reach. The engagement loop — more engagement → more reach → more followers — compounds over time. (Source: Dave Gerhardt, Episode #205)

When promoting a webinar, event, or gated resource, write a post that delivers value and can stand alone without the link. For example, instead of "Join our webinar on brand building with AI — sign up here," write a compelling post about a specific brand-building insight, then include the webinar link. (Source: Chelsea Castle, Episode #172; Amanda Natividad, Episode #205)

### Source Content from Real Work and Conversations
Build the content calendar around actual work happening in the business rather than generic advice. Document experiments, hiring decisions, revenue challenges, and strategic pivots as they happen. This creates authentic, relatable content that resonates because it's genuinely transparent. (Source: Adam Robinson, Episode #157)

Establish a system to capture content ideas from multiple touchpoints: sales calls, customer conversations, product meetings, industry events, and relevant news. Train the team to flag potential content moments and feed them into a content backlog (e.g., via a Slack channel). (Source: Brad Zomick, Episode #156)

### Convert Sales FAQs into Social Content
Ask the sales team to identify the most frequently asked questions they hear on prospect calls. Have them record voice notes answering those FAQs in their own words, then paste the transcription into ChatGPT with the prompt: "Write me a quick LinkedIn post describing what I said in a way that will work on LinkedIn." Edit the output to remove generic AI phrasing (like "In the ever-evolving world of...") and adjust to match the salesperson's tone. This converts real customer pain points into authentic, valuable social content. (Source: Ross Simmonds, Episode #209)

### Maintain a Content Backlog
Keep a separate backlog (Apple Notes or Google Doc) of 500+ post ideas to draw from on days when inspiration doesn't strike. This ensures consistent posting without relying on daily ideation. (Source: Dave Gerhardt, Episode #275)

Use comments you write on others' posts as content ideation — when a comment gains traction or resonates, screenshot it and add it to your content backlog as a potential full post topic. (Source: Dave Gerhardt, Episode #131)

### Ensure Founder Involvement in Content Creation
Do not fully outsource LinkedIn content creation to a ghostwriter. Have the founder actively participate in ideation, storytelling, and editing. The founder should talk through stories verbally, review drafts, and edit for voice and tone. Ghostwritten content that lacks founder input is detectable and underperforms. (Source: Dave Gerhardt, Episode #156)

One scalable approach: conduct a 30-minute weekly interview with the CEO or founder on hot industry topics, record the call, transcribe their insights, and convert the interview into 2–3 LinkedIn posts. Send drafted posts to the CEO for tone review before posting. Allow the CEO to remain active in comments and replies, which is critical for algorithm performance. (Source: Matt Carnevale, Episode #131)

---

## LinkedIn Distribution and Amplification

### Repost High-Performing Content
Use analytics tools (e.g., Shield analytics) to identify high-performing content from 8–12 months prior, then repost it. Most of the audience will not have seen the original post, and repetition of core messages is essential for market awareness. This aligns with the Ogilvy principle that you're marketing to a "marching parade," not a standing army — each cohort of new audience members needs to encounter your message multiple times. Reposting is not lazy; it's efficient message reinforcement. (Source: Dave Gerhardt, Episode #198; Dave Gerhardt, Episode #123)

### Use LinkedIn Thought Leader Ads to Amplify Organic Posts
Identify organic posts that perform well (50+ likes, strong engagement from target audience), then advertise those same posts to specific target accounts and job titles using LinkedIn's Thought Leader Ads feature. This leverages authentic, already-validated content and appears organic while being promoted by the company. Edit the post before advertising to add links or UTM parameters for tracking. (Source: Tim Davidson, Episode #127)

### Build a LinkedIn Creator Program with Aligned Influencers
Identify influencers on LinkedIn who are already talking about topics aligned with your product. Reach out and propose partnerships where you sponsor them to write about how your product helps with their existing angle. Work with them to workshop authentic angles rather than forcing boilerplate brand messaging. The key is finding creators immersed in your audience's channels and letting them maintain their voice while mentioning your product. This drives both signups and demo requests. (Source: Kevin White, Episode #286)

### Build Multi-Voice Organic Content Strategy
Create a LinkedIn content strategy where the founder, marketing leader, and other team members (e.g., SDRs) post regularly about lessons learned from their daily work. Each person should post in their authentic voice and lane — founder posts about sales strategy, marketer posts about data and facts, SDR posts with personality and humor. Combine this with thought leadership ads targeting your ICP to amplify the best-performing organic posts. (Source: Taylor Udell, Episode #190)

### Use Active Comment Participation as an Algorithm Signal
Actively comment on other people's LinkedIn posts and reply to comments on your own posts. This engagement signals to the algorithm and increases post reach. (Source: Dave Gerhardt, Episode #131)

### Schedule Posts Manually, Not Through LinkedIn's Native Scheduler
Schedule LinkedIn posts by adding them to your calendar at specific times (e.g., 5:45 AM) rather than using LinkedIn's native scheduler, which can reduce engagement reach. Plan content for the week ahead, noting what to post each day with links to supporting materials. (Source: Dave Gerhardt, Episode #275)

---

## LinkedIn Profile Optimization

### Structure the Featured Section for Funnel Stages, Not Vanity
Do not use the Featured section to showcase highest-engagement posts. Prospects who land on your profile after engaging with your content have likely already seen those posts. Instead:
- Feature one **top-of-funnel** piece (e.g., a post about your journey or value prop)
- Feature one **middle-of-funnel** piece (e.g., a case study or educational content)
- Feature one **bottom-of-funnel** piece (e.g., a calendar link, link tree, or recommendation/testimonial)

This ensures every visitor finds something relevant to their stage. (Source: Kanika Sharma, Episode #215)

### Treat the LinkedIn Company Page as a News Ticker
Maintain a LinkedIn company page with regular updates (1–2 times per week) focused on company news, job openings, and announcements. Recognize that personal pages will outperform it for engagement. Use the company page as a directory and reference point for people researching the company, not as the primary content distribution channel. (Source: Dave Gerhardt, Episode #131)

---

## LinkedIn Content Testing and Analytics

### Test Ideas on Twitter/X Before Scaling to LinkedIn
Post frequently on Twitter/X (10+ times per day) to test which messaging ideas resonate, since each tweet lives independently and Twitter's algorithm doesn't penalize frequency. When a tweet gains traction, expand that idea into a longer-form LinkedIn post or thread. LinkedIn penalizes posting more than once per day, so use it for scaling proven ideas rather than testing. (Source: Peep Laja, Episode #119)

### Identify Content-Market Fit via Social Engagement Signals
Test content ideas on social platforms by sharing small, low-effort pieces and measuring which ones generate high engagement (reshares, reposts, likes, bookmarks). When a post resonates strongly, that signals content-market fit — meaning you've found a topic your audience cares about. Once identified, expand that winning idea into longer-form content (blog posts, podcasts, videos, LinkedIn posts) and double down on distribution. (Source: Ross Simmonds, Episode #209; Ross Simmonds, Episode #121)

### Analyze Competitor LinkedIn Pages for Format Insights
Use LinkedIn's built-in competitor analytics feature to identify which brands are achieving the highest engagement. Review their content patterns to identify what formats work (e.g., memes, advice, storytelling). Peep Laja discovered that memes generated 10–100x higher engagement than other content types by analyzing competitor pages, then implemented a daily meme posting strategy. (Source: Peep Laja, Episode #119)

### Develop Repeatable Content Pillars and Test Across Formats
Identify 2–3 content pillars that work well on LinkedIn (e.g., competitive commentary, team shoutouts, industry insights). For each pillar, test it across multiple formats: video, poll, short-form text, long-form text. Track which formats perform best for each pillar. This creates a repeatable system for generating content rather than starting from scratch each time. (Source: Dan Cmejla, Episode #134)

---

## Video Content for Social Media

### Define Concept and Hook Before Thinking About Production
Before considering cameras, editing software, or production methods, first define what the video series or content is actually about. Identify the hook, angle, niche, and core concept. Only after you have a clear concept should you think about production tools and methods. This ensures you're solving the creative problem before the technical one. (Source: Dave Gerhardt, Episode #279)

### Test Video Ideas on Organic Social Before Investing in Production
Before spending significant budget on produced videos, test core ideas and messaging on organic social media (LinkedIn, etc.) to identify which topics generate engagement. Analyze the last 60+ posts to find the highest-engagement topics, then use those signals to inform which video concepts are worth producing. This reduces the risk of investing in expensive production for videos that won't resonate. (Source: Dave Gerhardt, Episode #279)

### Write First, Then Generate Video from Script
Start with written content (scripts, blog posts, articles) before producing video. This allows you to test messaging cheaply and iterate on the story before investing in video production. Once the written concept is validated, use AI video tools to generate video from the script, or use the script as a foundation for other content formats. (Source: Dave Gerhardt, Episode #279)

### Prioritize Multiple Iterations Over One Perfect Video
Instead of spending months and significant budget on a single polished video, create multiple videos with lower production overhead to gather feedback and iterate. Successful creators accumulate reps over time — early videos get low views, but the feedback loop improves subsequent videos. This approach is more effective than betting everything on one "perfect" launch video that hasn't been tested. (Source: Dave Gerhardt, Episode #279)

### Start with One or Two Specific Video Use Cases
When beginning with video, identify one or two specific areas where video can make immediate impact (e.g., social media content, tutorial videos, product demos). Measure results and refine your approach before expanding to other use cases. This prevents spreading resources too thin. (Source: Holly Xiao, Episode #279)

### Integrate Video Into Existing Strategy — Don't Change Strategy for Video
Don't adopt video as a standalone tactic or change your core marketing strategy just to do video. Instead, layer video into what's already working: if SEO is your strategy, create how-to videos from top blog posts; if you're product-led growth, create educational product update videos; if you're social-led, experiment with building in public or edutainment content. (Source: Connor Lewis, Episode #240)

### Create Short Unscripted Video Using a Producer-Expert Format
Rather than scripting video content, have a skilled producer or videographer ask targeted questions to a subject matter expert (e.g., a salesperson, founder, or product expert) and film their natural responses. Keep videos short (60 seconds or less) with no preamble. Structure each video around a single idea: here's a conventional belief, here's what taught me it was wrong, here's what I do instead. The producer handles shooting and editing; the expert just needs to show up and speak naturally. (Source: Jen Allen-Knuth, Episode #232; Jen Allen Knuth, Episode #170)

### Discover Video Formats by Observing What You Consume
When running out of ideas for content formats, study what you're watching on other platforms (e.g., TikTok, YouTube) and identify formats that resonate with you. Adapt those formats to your niche and platform. Test multiple formats and double down on whichever gets the most traction. (Source: Tim Davidson, Episode #127)

---

## Instagram for B2B

### Build B2B Instagram Presence Around Educational Content
Create Instagram content (70%+ of posts) focused on tips, tutorials, tactics, and industry insights rather than product promotion. Educational content is highly shareable, builds trust and credibility, and attracts an audience that views your brand as a go-to resource. This works across serious industries (legal, accounting, HR) and doesn't require memes or entertainment-focused content. (Source: Jenn Herman, Episode #168)

### Research Competitors Before Launching on Instagram
Before creating your own Instagram strategy, spend time observing what competitors and industry leaders are posting. Identify what types of content (carousels, reels, photos, stories) drive engagement in your space. Look at what gets you excited as a user and adapt those patterns to your own brand and audience. (Source: Jenn Herman, Episode #168)

### Align Instagram Brand Voice with Actual Company Culture
Your Instagram presence should reflect your actual brand personality and culture. If your company is casual and laid-back, don't post corporate jargon; if you're polished and professional, don't post overly casual content. You don't need a single "face" of the brand — you can use faceless content, team features, or consistent brand voice. The key is consistency between how your brand actually operates and how it presents on Instagram. (Source: Jenn Herman, Episode #168)

### Use Instagram Format Types Strategically by Goal

**Carousel posts:** Use for launch announcements, product information, event coverage, or any content where you want to ensure awareness. Carousels receive an algorithmic advantage: if a user doesn't interact with a carousel, Instagram re-shows the post with the next slide on their next visit, providing a second exposure opportunity. Avoid overusing carousels to prevent content saturation. (Source: Jenn Herman, Episode #168)

**Reels by length:**
- Short reels (under 20 seconds): Top-of-funnel brand awareness content that appears in Explorer and Recommended feeds. No call-to-action; focus on reach.
- Longer reels (30–90 seconds): Serve existing audience with tutorials, education, and value-add content. Don't reach new audiences but drive shares and engagement.
- Reels overall have lower conversion rates than stories and feed posts, so reserve direct CTAs for stories and feed posts. (Source: Jenn Herman, Episode #168)

**Stories:** Stories are the highest-converting content format on Instagram, even though they only reach existing followers and don't appear in search or Explore. Use link stickers to direct users anywhere on the internet. Stories are ideal for direct calls-to-action like newsletter signups, webinar registrations, or event promotions. Raw, authentic content without concern for production quality works well here since stories disappear in 24 hours. (Source: Jenn Herman, Episode #168)

---

## Twitter/X Content Execution

### Use Long-Form Posts and Mid-Post Teasers to Drive Followers
Write long-form posts on Twitter/X (posts longer than 240 characters that require "show more" to expand) to publish substantial, blog-length content. Within the long post, tease future content mid-post (not at the end) to create curiosity and drive followers. For example, mid-way through a story, mention that next week you'll share a specific anecdote. This approach works with Twitter's algorithm better than asking followers to subscribe or follow at the end of a post. (Source: Greg Isenberg, Episode #146)

### Avoid Generic CTAs on Twitter
Stop using generic calls-to-action at the end of tweets (e.g., "follow me," "sign up for my newsletter"). These don't work with Twitter's algorithm. Instead, make the content itself scroll-stopping and curiosity-driven. If you want to drive newsletter signups, use an unconventional approach (e.g., "This is an uncomfortable ask, but I'll do it anyway: join my newsletter"). (Source: Greg Isenberg, Episode #146)

---

## Platform Selection and Multi-Channel Strategy

### Master One Social Channel Before Expanding
Pick one social platform where your audience is present and focus exclusively on it until you build momentum and understand the platform's dynamics. Each platform has unique algorithms, content formats, and audience expectations. Trying to execute across multiple channels simultaneously dilutes effort and prevents mastery. Once you achieve traction on one channel, you can add a second and repurpose some (but not all) content, since not all content translates across platforms. (Source: Dave Gerhardt, Episode #121)

When you see significantly better traction on one platform, concentrate your effort there rather than trying to maintain presence everywhere. The time investment to repurpose content across platforms often doesn't justify the lower returns on secondary platforms. (Source: Tim Davidson, Episode #127)

### Study Platform-Specific Best Practices Before Launching
Before committing to a new social platform, spend time studying what content performs best there. Search for keywords relevant to your industry, sort by top posts, and analyze the formats, length, tone, and structure of high-performing content. Don't assume your Instagram playbook will work on TikTok or that your LinkedIn approach will work on Reddit. Each platform has unique norms and algorithms. (Source: Ross Simmonds, Episode #209; Ross Simmonds, Episode #121)

### Adapt Content Format and Tone to Channel Norms
When distributing to consumer-native platforms (TikTok, YouTube Shorts, Instagram Reels), adapt content to match platform norms and audience expectations rather than forcing traditional B2B messaging. High production value can read as advertisement; short-form, unpolished, personality-driven content performs better. Commit fully to the channel's format or don't use it; half-measures fail. (Source: Dave Gerhardt, Episode #145)

### Understand Platform-Specific Video Length Requirements
Be aware that different platforms have different video length requirements that may prevent easy repurposing. For example, LinkedIn videos can be 1.5+ minutes, but YouTube Shorts requires 1-minute videos. Accept that you may need to create platform-specific content if you want to expand beyond your primary platform. (Source: Tim Davidson, Episode #127)

### Apply Core Content Frameworks Across Platforms
The core framework — pick one word/topic, narrow your audience, define content pillars, build a production process, and measure results — is not LinkedIn-specific. It can be applied to other platforms (Instagram, Facebook, Twitter, etc.) where your audience is more active. The metrics will differ by platform, but the underlying structure remains the same. Adapt the metrics to the platform (e.g., Instagram engagement rates vs. LinkedIn impressions) but keep the framework intact. (Source: Devin Reed, Episode #196)

### Consider Separate Accounts for Distinct Content Types
When a brand produces meaningfully different types of content (e.g., product/educational, comedy, man-on-the-street interviews, memes), consider creating separate social accounts for each content type rather than mixing them on the main brand account. This allows audiences to self-select for the content type they prefer and prevents the main brand account from being diluted. The comedy or entertainment account may outperform the main brand account because audiences self-select for entertainment. ClickUp runs distinct accounts: ClickUp (product/educational), ClickUp Comedy, ClickUp on the Street, and ClickUp Memes. (Source: Chris Cunningham, Episode #347)

---

## Content Quality and Audience Growth Mindset

### Prioritize Content Focus and Quality Over Follower Count
Focus on defining a clear topic or niche and creating intentional content around it, rather than chasing follower growth as a vanity metric. Three years of unfocused posting may yield 100,000 followers, but two months of intentional, focused content with a clear system can yield 101,000 followers plus 30,000 engaged followers on a secondary platform. The quality and intentionality of your audience matters more than raw follower count. (Source: Amanda Goetz, Episode #244; Amanda Goetz, Episode #158)

### Post Content Rooted in Helping Your Audience
Develop a content strategy rooted in empathy and utility. Post tips, insights, and encouragement aimed at helping your audience feel less lost or overwhelmed. The underlying ethos: "What would help someone not want to cry at their job today?" This approach builds authentic followership because the content is genuinely useful rather than promotional. (Source: Jess Cook, Episode #321)

### Post Daily Content Based on Real-Time Observations
Instead of scheduling content weeks in advance, identify one observation from recent conversations or industry activity each day that reveals a flawed belief or assumption. Write or post about it immediately. This keeps content fresh, relevant, and tied to what's actually happening in the market. (Source: Jen Allen-Knuth, Episode #232)

### Test Edgy or Unfamiliar Content with a Bounded Time Frame
When introducing social content that deviates from a brand's historical tone or style, frame it as a time-boxed experiment (30–90 days) with clear success metrics. Articulate the strategic rationale to stakeholders before launch, specify what you'll measure (e.g., engagement rate, follower quality), and commit to reporting results. This reduces team friction and allows you to gather data on whether the content shift drives the right audience and business outcomes. (Source: Dave Gerhardt, Episode #133)

### Run Persona-Based Title Takeovers to Expand Product Relevance
Change the company LinkedIn profile title daily or weekly to highlight how the product serves different personas (e.g., "Best Friend of Sales," "Best Friend of Marketing," "Best Friend of RevOps"). This educates the market about product use cases beyond the primary perception while creating novelty that drives engagement and reach. Vary the execution (same video with edited first 5 seconds per person, different photos, etc.) to avoid algorithmic suppression of duplicate content. (Source: Dan Cmejla, Episode #134)

---

## Where Experts Disagree

*No disagreements were identified among the practices contributing to this skill.*

---

## What NOT To Do

- **Don't post only promotional content.** If every post is promotional, the channel won't work. LinkedIn is not a direct-response channel. (Source: Dave Gerhardt, Episode #171)
- **Don't use LinkedIn's native scheduler.** It can reduce engagement reach. Schedule manually via calendar instead. (Source: Dave Gerhardt, Episode #275)
- **Don't feature your most popular posts in the LinkedIn Featured section.** Prospects who found you through those posts have already seen them. Feature underperforming but high-value content instead. (Source: Kanika Sharma, Episode #215)
- **Don't create videos just to check a box.** Before making a video, ask: "Would I actually watch this video?" Content that doesn't stop people in their feed gets lost and never watched. (Source: Dave Gerhardt, Episode #279)
- **Don't bet everything on one "perfect" launch video.** Invest in multiple iterations with lower production overhead instead. (Source: Dave Gerhardt, Episode #279)
- **Don't change your core marketing strategy just to do video.** Layer video into what's already working. (Source: Connor Lewis, Episode #240)
- **Don't apply one platform's playbook to another.** Study each platform's norms before launching. (Source: Ross Simmonds, Episode #209)
- **Don't spread effort across multiple channels simultaneously.** Master one channel before expanding. (Source: Dave Gerhardt, Episode #121)
- **Don't use generic CTAs like "follow me" or "subscribe" on Twitter.** They don't work with the algorithm. (Source: Greg Isenberg, Episode #146)
- **Don't fully outsource LinkedIn content to a ghostwriter without founder involvement.** Ghostwritten content that lacks founder input is detectable and underperforms. (Source: Dave Gerhardt, Episode #156)
- **Don't post about multiple unrelated topics on LinkedIn.** Diluting your niche limits growth and weakens brand association. (Source: Dave Gerhardt, Episode #225)
- **Don't force B2B messaging onto consumer-native platforms without adapting to platform norms.** High production value can read as advertisement on TikTok, YouTube Shorts, and Instagram Reels. (Source: Dave Gerhardt, Episode #145)
- **Don't use mystery-box copy to promote webinars.** Lead with a specific, actionable insight attendees will learn — not a teaser that requires clicking to understand the value. (Source: Amanda Natividad, Episode #205)
- **Don't quit LinkedIn content strategy after 3–4 months of low direct results.** Expect a 12-month runway before reliable business results appear. (Source: Adam Robinson, Episode #157)
- **Don't mix meaningfully different content types (e.g., comedy and product education) on the same brand account** if they serve distinct audience preferences. Separate accounts allow audiences to self-select. (Source: Chris Cunningham, Episode #347)

---

## Sources

| Episode | Guest | Date |
|---------|-------|------|
| Episode #119 | Peep Laja | 2024-02-22 |
| Episode #121 | Dave Gerhardt, Ross Simmonds | 2024-02-29 |
| Episode #123 | Dave Gerhardt | 2024-03-11 |
| Episode #127 | Tim Davidson | 2024-03-25 |
| Episode #131 | Matt Carnevale, Dave Gerhardt | 2024-04-11 |
| Episode #133 | Dave Gerhardt | 2024-04-18 |
| Episode #134 | Dan Cmejla | 2024-04-22 |
| Episode #142 | Jason Lemkin | 2024-05-20 |
| Episode #145 | Dave Gerhardt | 2024-05-30 |
| Episode #146 | Greg Isenberg | 2024-06-03 |
| Episode #152 | Dave Gerhardt | 2024-06-24 |
| Episode #156 | Brad Zomick, Dave Gerhardt | 2024-07-08 |
| Episode #157 | Adam Robinson | 2024-07-11 |
| Episode #158 | Amanda Goetz | 2024-07-15 |
| Episode #165 | Emir Atli | 2024-08-12 |
| Episode #168 | Jenn Herman | 2024-08-19 |
| Episode #170 | Jen Allen Knuth | 2024-08-26 |
| Episode #171 | Tommy Clark, Dave Gerhardt | 2024-08-29 |
| Episode #172 | Chelsea Castle | 2024-09-02 |
| Episode #190 | Taylor Udell | 2024-11-04 |
| Episode #196 | Devin Reed | 2024-11-25 |
| Episode #198 | Dave Gerhardt | 2024-12-02 |
| Episode #205 | Dave Gerhardt, Amanda Natividad | 2024-12-26 |
| Episode #207 | Jason Lemkin | 2025-01-02 |
| Episode #209 | Ross Simmonds | 2025-01-09 |
| Episode #215 | Kanika Sharma | 2025-01-30 |
| Episode #225 | Dave Gerhardt | 2025-03-06 |
| Episode #228 | Dave Gerhardt | 2025-03-17 |
| Episode #232 | Jen Allen-Knuth | 2025-03-27 |
| Episode #240 | Connor Lewis | 2025-