LinkedIn Content Strategy for AI Trainers | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for AI trainers: how a Veenendaal AI coach reached 41 business owners and managers in 4 weeks
We read the first 100 reactions on each of 6 posts from a Veenendaal AI trainer and business coach. 203 people, 41 business owners and managers. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··10 min read
The creator in this case studyA Veenendaal AI trainer, business coach and podcast host
Followers42,392
Posts~2 own posts a week, plus reposts
SellsAI courses, cheat sheets and training for entrepreneurs and teams
PeriodOct 12 – Nov 5
Ideal client: business owners, directors and managers at Dutch SMEs and organisations who want their team to work faster with AI.The challenge: The trainer posts practical AI and Office tips to 42,000 followers, and many feed posts are reposts of other accounts. Tips travel to everyone: employees, retirees, other trainers. Which of the trainer’s own posts reach the owners and managers who buy a course for their team?
Key takeaways
These numbers are from 5 November. Your audience has already moved.
New business owners and managers turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 in 5 readers is a business owner or manager.41 owners, directors and managers reacted to 6 own posts between 12 October and 5 November: 20.2% of the 203 people we read.
Everyday-tool tips bring the most of them.The Windows tips post reached 30% owners and managers. The leadership quote reached 19%. The Excel shortcuts post brought the most in number: 20.
Regulars are few.Only 2 owners and managers came back to 3 posts or more. One of them reacted to 5 of the 6.
01
Who actually reads you, and what the LinkedIn algorithm changed
The trainer writes in Dutch about AI tools, Office shortcuts, building a platform and leadership. Between 12 October and 5 November we counted 6 of the trainer’s own posts, from 5 to 258 reactions each. Reposts of other accounts were left out: their reactions belong to the original author.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A shortcut list travels far, but it travels to everyone. Reach can’t tell a business owner from a curious employee. Who reacted can. We sorted the first 100 people on each post by role.
6own posts in 4 weeks
203people reacted
41owners and managers
2came back 3+ times
Audience by roleThe 203 people who reacted, by roleFree
Business owners, directors & managers41 · 20.2%
Trainers, coaches, consultants, students & retirees27 · 13.3%
Everyone else135 · 66.5%
Owners, directors and managers are 1 in 5 readers: 41 people who can decide to train a team.
27 people are other trainers, coaches, consultants, students and retirees. They push reach and rarely buy. The biggest group, 135 people, are employees in every kind of role: they use the tips, and some may bring them to their manager.
SeniorityAll people who reactedFree
Founder, owner, C-level4.9%
Director, VP1%
Manager8.9%
Independent4.4%
Other80.8%
IndustriesBusiness owners and managers onlyNetwarm
Healthcare & care14.6%
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See all industries and company sizes in your free scan.
Core audience2 business owners and managers engaged 3+ times · 1 engaged 5+ timesNetwarm
2 owners and managers came back to 3 posts or more. One of them reacted to 5 of the 6.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your business owners and managers work at.See company sizes
02
What to post on LinkedIn to reach business owners and managers
Most trainers judge a post by its reactions. A trainer who sells courses to teams should judge it by who reacted.
We tagged each of the 6 own posts by topic, then measured the share of owners and managers among the people who reacted. With one or two posts per topic, read the ranking as a direction.
Your topicsWhat your 6 posts were aboutFree
6posts
Excel & Windows cheat sheets2
Building an own platform1
AI tools compared1
Tech news1
Leadership1
Topics that attract business owners and managersShare of each topic’s reactions from business owners and managersNetwarm
Building an own platform50.0%
AI tools compared50.0%
Tech news25.0%
Excel & Windows cheat sheets21.7%
Leadership19.3%
One kind of post brings 1.5x the share of another. See which.See which topics
Cheat sheets on everyday tools bring the most owners and managers in number: 26 from 2 posts. The posts with the highest share had few reactions (4 to 12).
Posts that brought the most business owners and managersShare of business owners and managers in each post’s reactions1 of 5 open
#1What if Funda and Move were one platform?50%
#2You don’t need five AI subscriptions50%
#37 Windows tricks next to ChatGPT30%
#4How long can Big Tech keep its business model?25%
#5100 Excel shortcuts that save you time20%
For comparison, the leadership quote reached 86 reactions and the lowest share of owners and managers: 19.3%.
6 rules for LinkedIn engagement from business owners and managers
These rules come from what worked on the trainer’s own profile, and from the best-performing Dutch posts on AI tools and automation over the last 3 months.
1
Give them the shortcut they use tomorrow. Excel, Windows, Outlook: owners and managers live in these tools. A list they can try at their desk the same day earns a save and a reaction from people who pay for training.On this profile: the two cheat sheet posts brought 26 owners and managers, the most of any topic. The Windows post: 30%.
Show what you build with it yourself. A trainer who builds earns trust from people who run a business. Show the thing, what it does, and where you still need help.On this profile: the Wondus post reached 50% owners and managers, on a small sample (6 of 12 reactors).
Make the choice for them. Owners don’t want five tools, they want the one that fits. Put the options side by side, with the fine print and three questions that settle it.On this profile: the AI subscriptions comparison reached 50% owners and managers, on a small sample (2 of 4 reactors).
Show the system running, not the tool. Not “Claude can read your mail”, but “every Sunday at 8 pm a briefing tells me what can go wrong this week”. The result in the reader’s own week, then the steps.Across the niche: a weekly briefing post drew 217 likes and 2,062 comments.
Tell one scene from your own workday. The car, the inbox, the Monday morning. An owner sees their own day in it and pictures the time they would win back.Across the niche: a CEO’s “my car became a second office” post drew 808 likes and 146 comments.
Run one fixed test and show the change. Same prompt, same task, months apart. It proves you follow the tools closely, which is what a team pays a trainer for.Across the niche: an AI trainer’s “same prompt for 4 years” post drew 1,222 likes and 103 comments.
When business owners and managers read: the best time to post on LinkedIn for AI trainers
We compared the share of owners and managers by the day each own post was published. Four of the 6 posts went out around noon, so there is no hour to compare.
Share of business owners and managers by posting dayAmong the people who reacted to each postFree
50.0%
Mon
37.5%
Tue
20.0%
Wed
30.0%
Thu
19.3%
Sat
Monday (1 post, 50%) and Tuesday (2 posts, 37.5%) brought the highest share, on small posts. Wednesday’s Excel post brought the most owners and managers in number (20). Saturday’s quote brought the lowest share, 19.3%. With one or two posts per day, read this as a direction, not a law.
Keep the noon slot on weekdays, and put the posts written for owners (cheat sheets, builds, tool choices) early in the week.
05
5 posts ready to publish to target business owners and managers
Each post follows the rules above, in the trainer’s voice and in Dutch. Swap in your own details before posting: your real week, your real build, your real numbers are what make it land.
1Ready to postCheat sheet
12 Outlook shortcuts for a faster inboxRule 1: the shortcut they use tomorrow, in the tool owners open first every morning. Modelled on the trainer’s Windows tips (30% owners and managers) and Excel shortcuts posts.
Hook
Je mailbox kost je elke dag meer klikken dan nodig.We zoeken naar AI-tools om onze inbox te temmen. Terwijl Outlook zelf al een stuk sneller kan.Deze 12 sneltoetsen gebruik ik elke dag 👇📥 𝗜𝗻𝗯𝗼𝘅
Ctrl + Shift + M: nieuwe mail
Ctrl + R: beantwoorden
Ctrl + Shift + R: allen beantwoorden
Ctrl + F: doorsturen
Ctrl + Q: markeren als gelezen
Ctrl + U: markeren als ongelezen🔀 𝗪𝗶𝘀𝘀𝗲𝗹𝗲𝗻
Ctrl + 1: naar je mail
Ctrl + 2: naar je agenda
Ctrl + 3: naar je contactpersonen⚡ 𝗦𝗻𝗲𝗹𝗹𝗲
Ctrl + E: zoeken in je mailbox
Alt + S: versturen
Ctrl + Shift + A: nieuwe afspraakMijn tip: kies er vandaag drie. Plak ze op een briefje naast je scherm. Volgende week pak je de volgende drie.En wil je daarna ook je antwoorden sneller? Laat Copilot of ChatGPT een concept maken en keur het zelf goed. Maar begin bij de basis.Welke sneltoets mist er nog?♻️ Deel dit met een collega die de hele dag in Outlook zit.
➕ Volg Tim Dons voor AI die je echt voorsprong geeft.
Visual · ImageOne cheat sheet in the style of the Excel one: the 12 shortcuts in three coloured blocks (Inbox, Switch, Fast).Check before postingTest each shortcut in your own Outlook version (classic and new Outlook differ in a few places) before posting.
What building Wondus with AI taught meRule 2: show what you build yourself. Modelled on the trainer’s Wondus post (50% owners and managers, small sample).
Hook
𝗜𝗸 𝗯𝗼𝘂𝘄𝗱𝗲 𝗲𝗲𝗻 𝘃𝗼𝗹𝗹𝗲𝗱𝗶𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗺𝗲𝘁 𝗔𝗜. 𝗗𝗶𝘁 𝗶𝘀 𝘄𝗮𝘁 𝗻𝗶𝗲𝗺𝗮𝗻𝗱 𝗷𝗲 𝘃𝗲𝗿𝘁𝗲𝗹𝘁.Een paar weken geleden vroeg ik jullie om Wondus te testen. Een platform waarop kopers, verkopers en professionals het hele woningproces doorlopen. Van woonwens tot contract.Jullie hebben getest. En ik heb veel geleerd 👇𝟭. 𝗔𝗜 𝗯𝗼𝘂𝘄𝘁 𝘀𝗻𝗲𝗹. 𝗝𝗶𝗷 𝗯𝗲𝘀𝗹𝗶𝘀𝘁.
Een functie staat er in een middag. Maar welke functie er moet komen, dat vertelt geen enkele AI je.𝟮. 𝗧𝗲𝘀𝘁𝗲𝗿𝘀 𝘇𝗶𝗲𝗻 𝘄𝗮𝘁 𝗷𝗶𝗷 𝗻𝗶𝗲𝘁 𝘇𝗶𝗲𝘁.
Ik wist precies hoe alles werkte. Daardoor zag ik niet waar een nieuwe gebruiker vastliep.𝟯. 𝗦𝗰𝗵𝗿𝗮𝗽𝗽𝗲𝗻 𝗶𝘀 𝗹𝗮𝘀𝘁𝗶𝗴𝗲𝗿 𝗱𝗮𝗻 𝗯𝗼𝘂𝘄𝗲𝗻.
Als bouwen bijna niets kost, bouw je te veel. Elke knop die niemand gebruikt, maakt het platform moeilijker.Wat dit betekent voor jouw bedrijf?
Je hoeft geen developer te zijn om iets te bouwen dat je klanten helpt. Maar je moet wel weten wat je klant nodig heeft. Dat blijft jouw werk.Wil je meetesten? Ga naar demo.wondus.nl en maak een gratis account aan.Wat zou jij bouwen als het je maar een middag kostte?
Visual · Short videoA 30-second screen recording of Wondus: from a woonwens to a signed contract.Check before postingUse what testers really told you: swap the three lessons for the three things you actually changed after the test round.
My Monday morning briefingRule 4 and 5: show the system running in one scene from your own week. Modelled on Cas Sombroek’s Sunday briefing and Thijs Wostyn’s car office posts.
Hook
Maandagochtend 7:30. Mijn week staat al op een rij voordat ik mijn mail open.Niet omdat ik zondagavond heb zitten plannen. Mijn AI-assistent leest mijn mail en agenda van de afgelopen week en zet de belangrijkste dingen voor me klaar 👇→ Welke afspraken deze week voorbereiding nodig hebben
→ Welke mails nog op een antwoord van mij wachten
→ Wat ik heb toegezegd en nog niet heb gedaan
→ De drie taken die het meeste opleveren als ik ze eerst oppakDe assistent mag alleen lezen. Hij verstuurt niets en verwijdert niets. Ik houd de regie.Het verschil? Vroeger zag ik op woensdag pas wat er misging. Nu zie ik het op maandag, als ik er nog iets aan kan doen.Je hebt hier geen developer voor nodig. Met Copilot, ChatGPT of Claude en één goede prompt kom je al ver.De prompt die ik gebruik:
“Lees mijn mails en agenda van de afgelopen 7 dagen. Geef me: 1) afspraken die voorbereiding nodig hebben, 2) mails die op mijn antwoord wachten, 3) toezeggingen die ik nog niet ben nagekomen, 4) de drie taken met de meeste impact. Wees kort.”Kopieer hem, en probeer het deze week één keer.Wat zou jij als eerste uit handen geven?
Visual · ImageA screenshot of a real Monday briefing, with names and clients blurred.Check before postingDescribe your own setup (which assistant, which time, what it may read), and blur every client name in the screenshot.
Copilot or ChatGPT for your team?Rule 3: make the choice for them, with three questions that settle it. Modelled on the trainer’s AI subscriptions post (50% owners and managers, small sample).
Hook
𝗖𝗼𝗽𝗶𝗹𝗼𝘁 𝗼𝗳 𝗖𝗵𝗮𝘁𝗚𝗣𝗧 𝘃𝗼𝗼𝗿 𝗷𝗲 𝘁𝗲𝗮𝗺? 𝗗𝗲 𝘃𝗿𝗮𝗮𝗴 𝗶𝘀 𝗻𝗶𝗲𝘁 𝘄𝗲𝗹𝗸𝗲 𝘀𝗹𝗶𝗺𝗺𝗲𝗿 𝗶𝘀.De vraag die ik het vaakst krijg van ondernemers is niet óf hun team AI moet gebruiken. Maar welke.En eerlijk is eerlijk: je team gebruikt het vaak al. Alleen weet jij niet welke tool, en met welke klantdata.Drie vragen maken het verschil 👇→ 𝗪𝗲𝗿𝗸𝘁 𝗷𝗲 𝘁𝗲𝗮𝗺 𝘃𝗼𝗼𝗿𝗮𝗹 𝗶𝗻 𝗢𝗳𝗳𝗶𝗰𝗲?
Dan zit Copilot al in Word, Excel, Outlook en Teams. Geen extra plek waar je bestanden heen gaan.→ 𝗪𝗲𝗿𝗸𝘁 𝗷𝗲 𝗺𝗲𝘁 𝗴𝗲𝘃𝗼𝗲𝗹𝗶𝗴𝗲 𝗸𝗹𝗮𝗻𝘁𝗱𝗮𝘁𝗮?
Kies een zakelijk abonnement en check of je chats voor training worden gebruikt. Bij veel consumentenabonnementen staat dat standaard aan.→ 𝗪𝗶𝗹 𝗷𝗲 𝘃𝗼𝗼𝗿𝗮𝗹 𝘀𝗰𝗵𝗿𝗶𝗷𝘃𝗲𝗻 𝗲𝗻 𝗱𝗲𝗻𝗸𝗲𝗻?
Dan zijn ChatGPT of Claude vaak sterker dan een tool die in je Office zit.Mijn advies: kies één tool voor het hele team. Leg vast welke data erin mag. En geef je mensen een uur training, geen losse links.Het duurste abonnement is nog steeds het abonnement dat niemand gebruikt.Welke tool gebruikt jouw team nu?♻️ Deel dit met een ondernemer die nog twijfelt.
➕ Volg Tim Dons voor AI die je echt voorsprong geeft.
Visual · ImageA simple decision tree: three questions, three answers (Copilot, ChatGPT, Claude).Check before postingCheck the current business plans and data settings of each tool on the day you post: they change often.
10 Copilot prompts for ExcelRule 1 and 4: the everyday tool, then the result in the reader’s own week, with the full sheet as a lead magnet. Modelled on the trainer’s Excel shortcuts post (20 owners and managers) and Cas Sombroek’s monthly report guide. The lead magnet is our pick below.
Hook
Na mijn 100 Excel-sneltoetsen kreeg ik één vraag het vaakst: en hoe doe ik dit met AI?Sneltoetsen besparen je seconden. AI in Excel bespaart je middagen.Deze 5 prompts gebruik je met Copilot in Excel, of je plakt je tabel in ChatGPT of Claude 👇1️⃣ 𝗢𝘃𝗲𝗿𝘇𝗶𝗰𝗵𝘁
“Vat deze tabel samen in 5 punten. Wat valt op ten opzichte van vorige maand?”2️⃣ 𝗙𝗼𝗿𝗺𝘂𝗹𝗲𝘀
“Schrijf een formule die per klant de omzet van dit jaar optelt. Leg in één zin uit wat hij doet.”3️⃣ 𝗢𝗽𝘀𝗰𝗵𝗼𝗻𝗲𝗻
“Zoek dubbele regels, lege cellen en getallen die als tekst zijn opgeslagen. Zet ze in een lijst.”4️⃣ 𝗚𝗿𝗮𝗳𝗶𝗲𝗸
“Maak een grafiek van de omzet per maand en markeer de maand met de grootste daling.”5️⃣ 𝗩𝗼𝗼𝗿 𝗷𝗲 𝘁𝗲𝗮𝗺
“Schrijf op basis van deze cijfers een korte update voor mijn team, zonder vakjargon.”Let op: controleer altijd de uitkomst. AI rekent snel, maar niet altijd goed.Ik heb er een spiekbrief van gemaakt: 10 prompts voor Excel, met wanneer je welke gebruikt.Wil je hem? Reageer met EXCEL en ik stuur hem je toe.
Visual · ImageThe cheat sheet itself, in the same style as the 100 Excel shortcuts sheet, with 5 prompts visible and 5 blurred.Check before postingHave the 10-prompt sheet ready before posting (it goes to everyone who comments), and test each prompt in your own Copilot.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target business owners and managers
Reactions show interest. A download shows intent. The fastest way to find out which owners want their team trained is to give them something useful and see who asks for it.
In Dutch AI and automation content, these formats get the most requests:
Format 1The step-by-step guideThe result first (a report that writes itself, a weekly briefing), then a guide with the full prompts, given away in the comments.
Format 2The video walkthroughA new tool or integration explained in a short video: how it works, how to set it up, which use cases are worth it.
Format 3The free bundleA package of lessons made for entrepreneurs, free for a limited time, tied to a launch everyone is talking about.
Our pick for you: “The Excel + AI cheat sheet”Built from what the trainer already does best: the free HD cheat sheets (100 Excel shortcuts). One page with 10 prompts for Copilot in Excel, and when to use each one. Offer it on post 5 for a comment instead of a link: everyone who asks for it works in Excel every week, and the owners and managers among them are the ones who buy training for a team.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings owners and managers to the profile. It doesn’t say when to reach out. Most never comment, so they stay invisible, and a director who saves a cheat sheet in November may have booked another trainer by January.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4. In this sample, 1 owner reacted to 5 of the 6 own posts, and 2 came back to 3 or more.
Hot right now1 business owners and managers · not contacted yetNetwarm
1 business owners and managers are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hoi Mark, je reageerde op mijn Excel-sneltoetsen. Werkt je team al met Copilot, of zit dat nog op de planning?Hoi Sanne, ik zag dat je de Windows-trucs bewaarde. Is AI dit jaar een thema voor je team?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who’s Hot today?” and get the list.
08
FAQ
Posts business owners can use the same day: cheat sheets for the tools they already open (Excel, Outlook, Windows), a clear choice between AI tools, and what you build yourself. On this profile, the two cheat sheet posts brought the most owners and managers: 26.
For this trainer, Monday and Tuesday brought the highest share of owners and managers (50% and 37.5%, on small posts) and Saturday the lowest (19.3%). With few posts per day, test it on your own profile.
Two to three own posts a week is enough if each one is written for the buyer. Reposts of other accounts spread reach, but the reactions belong to the original author.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 6 own posts published between 12 October and 5 November 2026: the first 100 reactors on each post, 223 reactions from 203 people, out of 404 reactions in total. Reposts and posts written by other people were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top Dutch posts on AI tools and automation over the last 3 months. Role groups are approximate, read from LinkedIn headlines; a Netwarm scan matches people to your own ideal client.
