LinkedIn has been our primary acquisition channel from day one.
In 7 months, it took us from 0 to $2M ARR without any paid ads and JUST a content system we built and refined every week.
This is our LinkedIn Content Operating System.
Here’s how it works:
1. Content Strategy
I've found these to be the most important practices:
Schedule interviews with your team to brainstorm ideas
Always look out for what is performing in the niche
Analyze your post performance to understand what's working
Use AI for research + concepts, not writing
Tools: Ergo, Favikon, MagicPost, Claude, Perplexity.
2. Winning Formats
The best creators don’t chase trends. They double down on formats.
Find a concept they can rinse-and-repeat.
These are our winning formats:
TOF
Personal stories
Quarterly milestones
Industry stories
MOF
Resource giveaways
Workflow infographics
Carousel breakdowns
BOF
Feature demo GIFs
Media from case studies
Product launch videos
3. Content Team
To properly scale content, you need a team.
Here’s how we structure ours
Writer
Designer
Editor (Optional)
4. Content Pipeline
We mainly collaborate in Notion.
Kanban stages for content production
Comments for feedback
Link back to idea sources
Preview our posts with our own embedded tool
5. Content Calendar
You won’t stay consistent if you don’t plan in advance.
Block off Sundays to plan out the week
Build up a backlog of posts in Notion to choose from
Try tools like Ordinal to help with scheduling
Stick to the same posting time
6. Lead Capture
6 main ways you can capture leads:
7. Enrich + Score
We funnel leads from these sources into Clay.
From there we:
Enrich
Score
Sync to HubSpot
Setup retargeting flows
8. Retargeting
We’ve primarily focused on two retargeting channels:
Outbound
Newsletter
Tools: Instantly, HeyReach, Nooks, Customer.io, beehiiv
9. Dialed Sales Process
Dan and I come from sales backgrounds, so our motion is consultative.
We spend a lot of time doing:
Process breakdowns
Business cases
Live demos
Custom offers
So what do you do with this?
Our team has grown to 120K+ followers collectively running this exact system.
LinkedIn is the highest-leverage acquisition channel for B2B right now, but only if you build a system around it. If you want help setting up something similar for your team…
Book a meeting here.
We’ll walk you through it.