LinkedIn Content Strategy for Banking and Finance Creators | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for banking and finance creators: how a Paris banking podcast host reached 175 finance decision-makers
We read every reaction on 28 posts from a Paris banking podcast host. 941 people, 175 finance decision-makers. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Paris banking podcast host and finance media founder
Followers33,055
Posts~9 a week
SellsFinancial-education and personal-branding training, consulting missions for finance companies, podcast partnerships
These numbers are from 30 October. Your audience has already moved.
New finance decision-makers turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
Ideal client: decision-makers at banks, insurers and fintechs (founders, C-level, directors, partners) who buy training, consulting missions and media partnerships.The challenge: INSIDE is now three businesses, not one podcast. The host even slowed the podcast to grow consulting and training. Do the posts reach the people who buy those?
Key takeaways
1 reader in 5 is a decision-maker.175 founders, C-level, directors and partners reacted in 3 weeks, 18.6% of everyone who reacted, many of them in banks.
Episodes convert, news reaches.Episode posts bring the highest share of decision-makers (19.6%). Banking news reached the most of them: 94.
4 decision-makers are Hot right now.They reacted to 5 posts or more. One of them reacted to 8 of 28.
01
Who actually reads you, and what the LinkedIn algorithm changed
The host posts about 9 times a week: bank news decoded, podcast episodes, consulting mission alerts, finance creator lists and the life of a founder building INSIDE. Three businesses, one feed.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Mix news, episodes and mission alerts, and the audience mixes too. Reach can't tell whether the buyers of a training or a consulting mission are in it. Who reacted can. We looked at every person who reacted between 8 and 30 October, and sorted them by role.
28posts in 3 weeks
941people reacted
175finance decision-makers
15came back 3+ times
Audience by roleThe 941 people who reacted, by roleFree
Peers are close behind: 198 finance creators, wealth advisers and consultants. They tag, comment and share, and they push reach. Some of them join a consulting collective; few of them buy a training for their staff.
The buyers are there too: 175 decision-makers, many of them in banking groups, regional banks and financial consulting firms. 1 reader in 5.
SeniorityAll people who reactedFree
Founder, owner, C-level13%
Director, VP15.9%
Manager8.3%
Independent6.9%
Other55.9%
IndustriesFinance decision-makers onlyNetwarm
Banks and banking groups29.7%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
15 finance decision-makers keep coming back. One of them reacted to 8 of the 28 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See which company sizes your finance decision-makers work at.See company sizes
02
What to post on LinkedIn to reach finance decision-makers
Most finance creators judge a post by its reactions. A creator who sells training and consulting missions should judge it by who reacted.
We tagged each of the 28 posts by topic, then measured the share of decision-makers among the people who reacted, and how many of them each post reached.
Your topicsWhat your 28 posts were aboutFree
28posts
Podcast episodes9
Banking and economy news9
Founder life and partnerships5
Consulting mission alerts3
Finance creator lists2
Topics that attract finance decision-makersShare of each topic’s reactions from finance decision-makersNetwarm
Podcast episodes19.6%
Finance creator lists17.5%
Banking and economy news15.4%
Founder life and partnerships13.0%
Consulting mission alerts3.7%
One topic reaches 8x more decision-makers per post than another. See which.See which topics
Episode posts bring the highest share of decision-makers, 19.6%, but reach decides: creator lists reached about 37 decision-makers per post, episode posts about 4.
Posts that brought the most finance decision-makersShare of finance decision-makers in each post’s reactions1 of 5 open
#1Agentic AI: myth or reality? (episode)42.1%
#2AI: science fiction or reality? (episode)35.7%
#3Speed questions on AI (episode)27.3%
#4The morning after the riots26.5%
#5B2B influence is no longer an extra23.3%
For comparison, the 3 consulting mission alerts brought 1 decision-maker in total (3.7%). They speak to consultants, the people Inside Circle recruits, not to the banks that hire them.
6 rules for LinkedIn engagement from finance decision-makers
These rules come from what worked on the host's own profile over the past year, and from the best-performing posts by French banking and finance creators on LinkedIn over the last 6 months.
1
Decode the strategy behind the number. Decision-makers have already read the headline. They want what it means for a bank: the plan, the budget, the precedent, the risk.On this profile: the four most-liked posts of the past year each decode one bank's strategy with numbers, all above 1,000 likes. In October, banking news reached 94 decision-makers, more than any other topic.
Be first, or bring the angle nobody has. Banking news is a race. The same story posted a few days later gets a fraction of the reach, unless it adds what the first posts left out.Across the niche: the EU court ruling on bank fraud refunds got 1,904 likes on a banking analyst's post on 15 October. The host's post on the same ruling, five days later, got 40 reactions.
Put one leader's idea in every episode post. Episode posts bring the highest share of decision-makers and the lowest reach. A program list reads like an ad. One sentence from the guest reads like news.On this profile: the 9 episode posts brought 19.6% decision-makers but about 23 reactions each, and 7 of them reused the same episode summary. The episode post with La Banque Postale's chairman, built around his view of leadership, got 445 likes.
Name the people your buyers follow. A list of people gets tagged, shared and read by everyone on it and everyone who follows them. Decision-makers read it too.On this profile: the two finance creator lists reached 75 decision-makers, about 37 per post. Episode posts reached about 4 per post.
Lead with the figure they'll repeat in a meeting. A ranking or a hard number gives a director something to bring to the next committee. Put it in the first line, explain it after.Across the niche: a ranking of the world's largest banks by balance sheet got 1,001 likes; a French M&A league table led by a French bank, 1,457.
Show the business, not the ad. Partnerships and new projects show decision-makers what the host can build with a finance company. A sponsored product post shows them nothing of it.On this profile: the savings-partner announcement brought 20% decision-makers and the B2B influence round table 23.3%. The sponsored accounting-software post brought 2.9%.
When finance decision-makers read: the best time to post on LinkedIn for banking and finance creators
We compared the share of finance decision-makers by the day and the hour each post was published (Paris time).
Share of finance decision-makers by posting dayAmong the people who reacted to each postFree
18.9%
Mon
15.6%
Tue
15.2%
Wed
15.1%
Thu
12.4%
Fri
0.0%
Sat
28.0%
Sun
Best time to post, by hourShare of finance decision-makers among people who reactedFree
15.2%
8:00
22.2%
10:00
9.6%
12:00
31.3%
16:00
16 of the 28 posts went out at 8:00, and that slot carries most of the reach. The later slots look stronger on share (22.2% at 10:00, 31.3% at 16:00) but rest on 3 or 4 posts each, mostly episodes. Mondays brought 18.9% decision-makers over 4 posts; Sunday's 28% rests on 2 posts, and the one Saturday post brought none.
Keep the big bank decodes for Monday and Tuesday at 8:00, when decision-makers open LinkedIn before their first meeting, and test episode posts on a Sunday morning. At 9 posts a week, the real risk is the posts that sell the work getting buried between mission alerts.
05
5 posts ready to publish to target finance decision-makers
Each post follows the rules above, in the host's voice and in French, like the rest of the feed. Check every figure and swap in your own details before posting.
1Ready to postBank strategy decoded
La carte bancaire européenne a changé en quelques semainesRules 1 and 5: decode the strategy, lead with the figures. Built like the BPCE Orion post.
Hook
En quelques semaines, la carte bancaire européenne a changé 🇪🇺Je fais le point, parce que tout s'accélère 👇→ BPCE a pris 7 % de Banco Sabadell 🇪🇸, quelques mois seulement après la prise de contrôle de novobanco au Portugal 🇵🇹
→ Crédit Agricole a lancé Crédit Agricole Deutschland, avec l'ambition d'atteindre 2 millions de clients en Allemagne d'ici fin 2028
→ Crédit Agricole détient désormais 29,3 % de Banco BPM en Italie
→ La BCE a autorisé UniCredit à dépasser 30 % de Commerzbank. UniCredit en détient déjà 47,6 %
→ Crédit Mutuel s'est renforcé en Allemagne avec OLB, BNP Paribas y a repris la banque privée de HSBCCe que cela dit pour un dirigeant bancaire 👇1. Le marché français ne suffit plus. Il est mature, très concurrentiel, et le risque France pèse désormais sur le refinancement.2. L'Allemagne et l'Italie deviennent les deux grands terrains de jeu.3. La question n'est plus de savoir si la consolidation transfrontalière aura lieu. C'est de savoir qui sera acheteur, et qui sera cible.Et derrière chaque rachat, il y a un chantier que personne ne met dans le communiqué : fusionner des systèmes d'information, des équipes risques, des dispositifs de conformité.C'est là que se joue la création de valeur. Ou sa destruction.Selon vous, quelle sera la prochaine grande opération ?À suivre 🚀
Visual · Single imageA map of Europe with one arrow per deal: French and Italian banks pointing to Spain, Portugal, Italy and Germany, with the stake on each arrow.Check before postingEvery figure comes from your October posts: check none has moved (Commerzbank stake, Banco BPM, Sabadell) on the morning you publish.
3 phrases de dirigeants qui me reviennent chaque semaineRule 3: one leader's idea per guest, not a program list. Built like the Stéphane Dedeyan episode post.
Hook
Plus de 50 dirigeants et experts sont passés derrière mon micro. Trois phrases me reviennent chaque semaine 👇1️⃣ « Faire confiance plutôt que contrôler. »
Stéphane Dedeyan, Président du directoire de La Banque Postale. 18 millions de clients, 35 000 collaborateurs. Et une conviction : un dirigeant ne crée pas la performance seul. Il crée les conditions pour qu'elle émerge.2️⃣ « L'IA est déjà là. »
Marc Camus, Group CIO de BNP Paribas. Pas dans un lab, pas dans une slide 2030 : dans les processus internes et dans le service rendu aux clients.3️⃣ « Le vrai mur, ce n'est pas le PoC. C'est l'industrialisation. »
Joffrey Martinez, Global Financial Services Lead chez Artefact. Beaucoup de banques savent lancer un projet IA. Beaucoup moins savent le passer à l'échelle.Trois parcours très différents.
Une même leçon : la transformation d'une banque est d'abord une affaire de dirigeants, pas de technologie.C'est pour ça qu'Inside Banking existe : prendre le temps d'écouter ceux qui dirigent, régulent et transforment la finance.Le prochain épisode arrive très vite, et le line-up de fin d'année est exceptionnel 🔥Quel dirigeant aimeriez-vous entendre derrière mon micro ? 👇
Visual · Carousel4 slides: one per guest with their photo from the studio and their sentence in large type, then the question.Check before postingUse each guest's exact words from the episode, and check they are happy to be quoted and tagged.
5 dirigeants à suivre pour comprendre la banque de demainRule 4: name the people your buyers follow. Same shape as the finfluencer lists, with the people decision-makers read.
Hook
Après les finfluenceurs, place à ceux qui dirigent la finance 🏦Vous avez été nombreux à réagir à mes deux listes de créateurs finance. Plusieurs d'entre vous m'ont demandé : et les dirigeants, qui faut-il suivre ?Voici 5 profils qui m'aident à comprendre où va le secteur 👇🏦 Stéphane Dedeyan : Président du directoire de La Banque Postale. 18 millions de clients, et une vision du leadership qui tranche avec les clichés du secteur.💻 Marc Camus : Group CIO de BNP Paribas et membre du Comité exécutif. Il pilote l'IA dans la première banque française.🟠 Benoît Grisoni : le patron historique de BoursoBank, qui pilote désormais aussi la banque de détail, la banque privée et l'assurance de Société Générale en France.📈 Fabien Keryell : CEO de Saxo Banque France. Notre épisode sur l'investissement est l'un de ceux qui ont le mieux fonctionné sur la chaîne.🤖 Joffrey Martinez : Global Financial Services Lead chez Artefact. Il accompagne les plus grandes banques dans leurs projets IA.Évidemment, cette liste est loin d'être exhaustive.Qui ajouteriez-vous ?Taguez en commentaire les dirigeants de la finance que vous suivez 👇
Visual · CarouselOne slide per leader: photo, title, one line on why to follow them. Last slide: Qui ajouteriez-vous ?Check before postingConfirm every title is current and tag each person. Swap in a leader you know better if one of them doesn't post.
La prochaine panne de votre banque ne sera peut-être pas une cyberattaqueRule 2: the angle nobody had on the October outages, with the lead magnet in the P.S. The offer is built like Alix Van den Bogaerde's regulatory panorama.
Hook
La prochaine panne de votre banque ne sera peut-être pas une cyberattaque.Fin octobre, une panne Google Cloud a perturbé Revolut, Lloyds et HSBC. Certains clients ne pouvaient plus se connecter, payer par carte ou retirer de l'argent.Aucun hacker derrière. Juste un fournisseur qui tombe.C'est tout l'enjeu de DORA, en application depuis le 17 janvier 2025 : une banque peut être protégée contre une attaque et devenir indisponible à cause d'un prestataire.Voici les 7 questions qu'un comité de direction devrait poser à son DSI cette semaine 👇1. Quand avons-nous testé notre plan de reprise pour la dernière fois, en conditions réelles ?
2. Nos sauvegardes sont-elles vraiment séparées, et exploitables ?
3. Quelles infrastructures critiques n'ont aucune redondance ?
4. En combien de temps pouvons-nous basculer sur un système de secours ?
5. Combien de jours pour corriger une vulnérabilité critique ?
6. Quel prestataire pourrait, à lui seul, nous mettre à l'arrêt ?
7. Qui déclare l'incident, à qui, et en combien de temps ?Si une seule réponse est floue, le sujet n'est pas technique. Il est stratégique.Dans un métier fondé sur la confiance, la résilience n'est pas un projet IT. C'est une promesse faite aux clients.P.S. J'ai transformé ces 7 questions en check-up d'une page, avec ce que DORA attend sur chacune. Commentez DORA et je vous l'envoie en message privé.
Visual · Single imageThe 7 questions as a one-page checklist with empty boxes, the same page you send to people who comment.Check before postingHave the one-page check-up ready before posting, reviewed by one of your risk consultants. Use the outage dates exactly as reported.
3 missions en octobre, et le même signalRule 6: show the business behind the media. Built like the savings-partner announcement: what we do, for whom, why.
Hook
En octobre, trois établissements financiers nous ont confié la même chose, sous trois formes différentes.→ Un groupe bancaire panafricain : revoir tout son dispositif de lutte contre la fraude, interne et externe
→ Un grand groupe financier : piloter ses projets de risques IT et de cybersécurité, avec DORA en toile de fond
→ Une grande banque : faire valider ses modèles ALM de remboursement anticipéFraude. Résilience. Modèles.Trois sujets où le régulateur regarde de près, et où les équipes internes sont déjà saturées.Ce que je retiens de ces premières missions Inside Circle 👇→ Les banques ne cherchent pas une armée de consultants. Elles cherchent 1 ou 2 profils seniors, disponibles vite.
→ Les missions sont courtes : de 2 à 9 mois.
→ L'expertise du consultant compte plus que le nom du cabinet.C'est exactement pour ça que nous avons créé Inside Circle : plus de 50 consultants freelances spécialisés dans le secteur financier, sélectionnés, rapidement mobilisables, avec un suivi des missions.Vous dirigez une équipe risques, conformité ou transformation, et un sujet traîne faute de bras ?Écrivez-moi en MP. On en parle 🙌
Visual · Single imageA photo from the Inside Circle launch evening with the consultants, no client names anywhere.Check before postingKeep only what you've really seen on these missions, and nothing that could identify a client.
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 finance decision-makers
Reactions show interest. A download shows intent. The fastest way to find out which finance decision-makers are serious is to give them something useful and see who takes it.
In French finance and banking, these formats get the most requests:
Format 1The ready-to-use kitA model a finance team can run on its own numbers tomorrow: templates, prompts, a worked example.
Format 2The regulatory mapOne page that tells a risk or compliance leader what a regulation asks of them, article by article.
Format 3The insider newsletterA short, regular read of what you see on the ground, opened to anyone who comments.
Le check-up DORA : 7 questions pour le comité de direction
Our pick for you: “Le check-up DORA : 7 questions pour le comité de direction”Format 2, built from the host's 29 October post on bank IT outages: the 7 DORA obligations turned into 7 questions an executive committee can put to its CIO, with what the regulation expects for each. Offer it in the P.S. of post 4. Every request is a risk or IT leader saying DORA is on their desk, which is exactly the work Inside Circle staffs.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 finance decision-makers to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible. 9 of the 15 decision-makers who reacted 3 or more times this month haven't reacted in the last 7 days, while 3 of the others reacted to 2 posts or more in the last 7 days.
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.
Hot right now4 finance decision-makers · not contacted yetNetwarm
4 finance decision-makers are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Bonjour Claire, vous suivez mes décryptages bancaires depuis quelques semaines. DORA, c'est un sujet chez vous en ce moment ?Bonjour Thomas, j'ai vu passer vos réactions sur les épisodes IA d'Inside Banking. Vos équipes en sont où sur l'industrialisation ?
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
Bank strategies decoded with numbers, rankings decision-makers can repeat in a meeting, and podcast or interview posts built around one leader's idea. Lists of people bring reach; mission alerts and sponsored posts bring few buyers.
For this host, Monday brought 18.9% finance decision-makers over 4 posts and Tuesday 15.6% over 5. Sunday's 28% rests on only 2 posts, so treat it as a test slot. What a post is about moves the buyer share more than the day.
This host posts about 9 times a week and still reaches 1 decision-maker in 5. The volume works as long as the posts that sell the work, decodes and episodes, get the best slots instead of the mission alerts.
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 28 posts published between 8 and 30 October 2026 (two deleted posts left out), and sorted the 941 people by role. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by French banking and finance creators over the last 6 months, and from the host's own best posts of the past year. Role groups are approximate; a Netwarm scan matches people to your own ideal client.