LinkedIn Content Strategy for Brand Consultants & Speakers | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for brand consultants: how a UK keynote speaker reached 232 founders and marketing leaders in 18 days
We read the reactions on 18 posts from a UK brand consultant and keynote speaker. 1,299 people, 232 founders and marketing leaders. 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 UK brand consultant and keynote speaker
Followers36,233
PostsDaily, ~7 a week
Sells
These numbers are from 5 November. Your audience has already moved.
New founders and marketing leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
Ghostwriting for founders and executives, personal branding workshops for organisations, brand partnerships, and a talent management agency
PeriodOct 19 – Nov 5
Ideal client: founders and executives who want a recognisable voice, and the marketing, brand, comms and ERG leaders who book workshops and partnerships.The challenge: The consultant wrote that running a business without a corporate network is HARD: you have to put yourself in the rooms where decision-makers talk. 2026 was the year of being outside, at panels, dinners and brand activations. Which of the posts about those rooms bring the people who hire?
Key takeaways
About 1 in 6 readers is a buyer.232 founders, marketing, brand and comms leaders reacted in 18 days: 17.9% of everyone who reacted.
Event recaps bring almost 2x more buyers.Brand event recaps: 21.6% founders and marketing leaders. Short motivation posts: 11.3%, even with the biggest reach.
8 buyers are Hot right now.They reacted to 5 posts or more in 18 days. 16 came back 3 times or more.
01
Who actually reads you, and what the LinkedIn algorithm changed
The consultant posts every day: recaps of brand events, campaign commentary, visibility and networking advice, the founder journey, and short motivation posts. 18 posts between 19 October and 5 November, most of them at 8 a.m. UK time.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A personal brand feed draws a big, warm crowd: creators, students and people building their own brand react a lot, and they rarely hire a consultant. Reach can't tell them apart. Who reacted can. We sorted every person who reacted by role.
18posts in 18 days
1,299people reacted
232founders and marketing leaders
16came back 3+ times
Audience by roleThe 1,299 people who reacted, by roleFree
Creators, freelancers, coaches, students & job seekers348 · 26.8%
Everyone else719 · 55.4%
Peers are the bigger group: 348 creators, freelancers, coaches, students and job seekers, many of them building a personal brand too. They push reach and cheer loudly, and they rarely book a workshop or a ghostwriter.
The 232 buyers are founders, marketing, brand and comms managers and directors, and the chairs of employee networks: the people who hire a ghostwriter, book a workshop or sign a brand partnership. Headline sorting is approximate.
SeniorityAll people who reactedFree
Founder, owner, C-level16.3%
Director, VP4.5%
Manager13.8%
Independent8.3%
Other57%
IndustriesFounders and marketing leaders onlyNetwarm
Marketing, brand, creative and media51.3%
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Core audience16 founders and marketing leaders engaged 3+ times · 8 engaged 5+ timesNetwarm
16 founders and marketing leaders keep coming back. One of them reacted to 6 of the 18 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your founders and marketing leaders work at.See company sizes
02
What to post on LinkedIn to reach founders and marketing leaders
Most creators judge a post by its reactions. A consultant who sells should judge it by who reacted.
We tagged each of the 18 posts by topic, then measured the share of founders and marketing leaders among the people who reacted.
Your topicsWhat your 18 posts were aboutFree
18posts
Brand event recaps6
Campaign & brand commentary3
Visibility & networking advice3
Founder journey3
Short motivation posts3
Topics that attract founders and marketing leadersShare of each topic’s reactions from founders and marketing leadersNetwarm
Brand event recaps21.6%
Visibility & networking advice20.7%
Campaign & brand commentary18.7%
Founder journey17.2%
Short motivation posts11.3%
One topic brings almost 2x more founders and marketing leaders than another. See which.See which topics
Brand event recaps bring almost 2x more founders and marketing leaders per reaction than short motivation posts: 21.6% against 11.3%.
Posts that brought the most founders and marketing leadersShare of founders and marketing leaders in each post’s reactions1 of 5 open
#1An intimate dinner for Black women in business at Soho House27.3%
#2From 7 subscribers to a packed live podcast show25.3%
#3What a tech brand's panel taught me about community25%
#4My business doesn't need me 24/723.9%
#510 million impressions, turned into a business23.2%
For comparison, the “that part 🤏🏽” one-liner drew 1,825 reactions but only 6% founders and marketing leaders in its first 100 reactors, the lowest share.
6 rules for LinkedIn engagement from founders and marketing leaders
These rules come from what worked on the consultant's own profile, and from the best-performing posts by brand strategists, campaign commentators and personal branding consultants on LinkedIn over the last 3 months.
1
Take them inside the room. A recap of a brand event, with the hosts by name and what the room felt like, is the post marketing leaders read most. They were there, or wish they had been.On this profile: brand event recaps reached 21.6% founders and marketing leaders, the highest of any topic. The Soho House dinner recap: 27.3%.
Put the marketing hat on after the fan moment. Start as a fan, then switch: “putting my marketing hat on for a second…” and say why the brand's move works. Marketing leaders react to the second half.On this profile: the Dove post reached 18 founders and marketing leaders (19.1%), against 15% for the four-line stand post with no lesson.
Turn one campaign into numbered lessons. One campaign, three lessons a marketer can use on Monday. A list makes the commentary useful to the people who run campaigns, not only to fans of the brand.Across the niche: Will Poskett's three-lesson Hiscox breakdown drew 1,058 likes and 75 comments.
Name the service after the story. A visibility story lands better when it ends on what the consultant does for clients: ghostwriting, workshops, brand partnerships. Buyers need to know what they can hire.On this profile: the 10 million impressions post, with the three services spelled out, reached 23 founders and marketing leaders (23.2%). Across the niche, Emily Pappas' “You’re losing to visible” drew 1,002 likes.
Write to the people who book you. “DEAR EVENT ORGANISERS” speaks straight to the people who run events, ERGs and brand activations. Addressing a buyer group by name pulls them in.On this profile: the event organisers PSA reached 22 founders and marketing leaders out of 100 reactors (22%).
Keep the one-liners for reach, not for clients. Short motivation posts bring the biggest numbers and the smallest share of buyers. Keep them, but don't count on them to fill the pipeline.On this profile: “Your WHY has to be louder…” drew 3,661 reactions with 14% buyers in the first 100; “that part 🤏🏽” drew 1,825 with 6%.
When founders and marketing leaders read: the best time to post on LinkedIn for brand consultants
We compared the share of founders and marketing leaders by the day each post was published. The posts went out at many different hours, with fewer than 3 posts in most 2-hour slots, so there is no hour to compare.
Share of founders and marketing leaders by posting dayAmong the people who reacted to each postFree
12.0%
Mon
15.5%
Tue
21.6%
Wed
20.9%
Thu
21.1%
Fri
14.0%
Sat
Wednesday to Friday brought the highest share of founders and marketing leaders: 21% to 22%. Monday brought the lowest, 12% across 3 posts. Friday brought the most in total: 104 across 5 posts.
Keep the 8 a.m. UK slot (6 of the 18 posts went out then) and give the posts that sell the work, the event recaps, campaign breakdowns and service posts, Wednesday to Friday. Keep Monday and the weekend for the lighter posts.
05
5 posts ready to publish to target founders and marketing leaders
Each post follows the rules above, in the consultant's voice. Swap in your own details before posting: the real moment from the room is what makes it land.
1Ready to postEvent recap, with lessons
6 brand events in October, and what the best ones did differentlyRule 1 and Rule 3: an event recap (the topic that brings the most founders and marketing leaders) turned into lessons a marketing team can use. Modelled on the Soho House dinner post and Will Poskett's numbered campaign lessons.
Hook
I went to SIX brand events in October. Only some of them understood the assignment 👀And that's a wrap on my Black History Month series, so let's talk about what the best ones did differently.Because putting on an event is easy. Making people talk about it for a week after? That's the skill.1️⃣ A GREAT HOSTAt Bloomberg, the host navigated the panel like a pro. She asked the questions we were all thinking and kept both speakers in the conversation.A great host can make or break a panel. CHEF'S KISS 🤌🏾2️⃣ DIFFERENT JOURNEYS ON ONE STAGESnapchat put an agency leader, a founder and a creator on the same panel. Three different paths, so many lessons that connected.3️⃣ SOMETHING TO EXPERIENCE, NOT JUST WATCHSky hosted a screening on their campus. TreasureTress made people PLAY with the brand at their stand.People forget slides. They remember what they did.4️⃣ THE DECISION-MAKERS IN THE ROOMMonzo's panel had the people who actually decide who gets the next opportunity. That's why the conversation felt real.5️⃣ GOOD LIGHTING (I will NOT stop saying it 😭)If you invite creators, give us light. Your event lives on in our content.Brands, which one is your team getting right?And which one are you going to fix before the next event? 👀
Visual · CarouselOne slide per event: your own photo from the day, the brand name, and the one thing it got right. Last slide: the 5 lessons in a list.Check before postingKeep only the lessons you saw yourself. Tag the hosts and brands you're happy to name.
Stop handing out goodie bags. Give people something to DO.Rule 2: fan first, then the marketing hat, with one lesson a brand team can steal. Modelled on the TreasureTress and Dove posts.
Hook
Brands, I say this with LOVE: nobody remembers your goodie bag 😭They remember what you made them DO.At UK Black Business Week, TreasureTress didn't just put products on a table.They made people stop, play and actually engage with the brand 🎲And the queue said it all.Putting my marketing hat on for a second…THIS is the difference between a stand and an experience.→ A freebie gets a thank you.
→ A game gets five minutes of attention.
→ Five minutes of attention gets a story people tell their friends (and post about).And for a beauty brand, that's everything. You're not selling a product. You're selling how it feels to use it.So if you're planning your next activation, ask one question before you order the tote bags:What will people DO at our stand?Because if the answer is "take a leaflet"... babe, we need to talk 😂What's the best brand activation you've been to this year?
Visual · Photo or short videoYour own footage of people playing at the stand. No stock images.Check before postingKeep the queue line and hook B only if there really was a queue. Use your own photo or video from the stand, and check the brand is happy to be tagged.
My law degree, zero connections, and the business visibility builtRule 4: the visibility reversal, then the three services spelled out. Modelled on the 10 million impressions post and Emily Pappas' “You’re losing to visible”.
Hook
You're not being overlooked because you're not good enough. You're being overlooked because nobody can SEE you.I know because I was that person.A law degree. ZERO connections. ZERO marketing experience.So I stopped letting my experience sit on my CV and started sharing it.The campaigns I found interesting. The lessons I was learning. The rooms I was getting into.That visibility didn't just bring followers. It brought ACCESS.And today, it's the business:→ I ghostwrite for founders and executives who have the expertise but not the time to share it.
→ I run personal branding workshops for organisations that want their people to be seen.
→ I partner with brands to tell their stories to a community that actually cares.Here's what I tell every founder I work with:Your team already knows how good you are.
The market doesn't. Yet.The gap isn't talent. It's distribution.So, who's the most talented person you know that nobody can find online? 👀
Visual · PhotoA photo of you speaking at a workshop or on a panel, not a headshot.Check before postingKeep the three services as you sell them today. Add a workshop client only if you've named them publicly before.
Dear ERG leads and event organisers: the checklistRule 5: speak straight to the people who run events, then offer the checklist (the lead magnet below). Modelled on the event organisers PSA.
Hook
DEAR ERG LEADS AND EVENT ORGANISERS, I made you something 😭Your event was brilliant. The panel dropped gems. The room was full.So why did nobody post about it?After a year of being OUTSIDE, at panels, dinners, brand activations and live shows, I've noticed the same few things decide whether an event lives on in people's feeds or disappears the next morning:→ Speakers and hosts named in advance, so people can tag them.
→ ONE spot with good light (yes, I'm still on this 😂).
→ A moment worth filming, not just a stage worth watching.
→ A short line people can quote word for word.
→ Photos shared within 48 hours, not two weeks later.So I turned it into a one-page checklist for anyone running an ERG, community or brand event.It's free.Comment CHECKLIST and I'll send it over 🫶🏾And if you're planning your next event, tell me the date. I might just be in the audience 👀
Visual · ImagePage one of the checklist, photographed on a table at an event, with the title readable.Check before postingBuild the checklist before you post. Send it to every commenter within a day.
Founders: your expertise is invisible, and that's costing youRule 4 again, for the ghostwriting offer: what the work does for a founder, line by line. Modelled on Dennis Olympios' “I make remarkable people impossible to miss”.
Hook
Founders, the market doesn't buy what you know. It buys what it can SEE.The most impressive founder I met at an event this month has posted on LinkedIn twice. In a YEAR 😭The expertise? Unreal.
The stories? Incredible.
The online presence? A job title and a profile picture from 2019.And I get it. You're building. You don't have time to write.That's exactly what I do.When I ghostwrite for founders and executives, I don't invent a voice. I find the one that's already there:→ The opinions you share in meetings but never post.
→ The lessons you tell your team but never your market.
→ The stories that make people say "wait, you did WHAT?"Then we make sure the right people see them. Clients. Investors. Future hires.Because being brilliant behind closed doors doesn't build a reputation.So be honest with me…If a dream client googled you tonight, what would they find? 👀
Visual · Text onlyNo image. The first two lines carry the post.Check before postingUse a founder moment you really had at an event, without naming them.
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 founders and marketing leaders
Reactions show interest. A download shows intent. The fastest way to find out which marketing leaders and event organisers are serious is to give them something useful and see who takes it.
In personal branding and LinkedIn growth, these formats get the most requests:
Format 1The practical guideA detailed guide to one job (a profile, a launch, an event), given for a one-word comment.
Format 2The one-page checklistA checklist people save and use before a task. Short enough to read in a minute.
Format 3The kitSeveral resources bundled under one name: guides, templates and frameworks for one goal.
Our pick for you: “The Brand Event Content Checklist”Built from the consultant's event organisers PSA and a year of panels, dinners and activations: what makes an ERG, community or brand event live on in people's feeds (named speakers, good light, a moment to film, a quotable line, photos within 48 hours). Offer it in post 4, to the ERG leads and event organisers who book workshops and partnerships.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 founders and marketing leaders to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible, and a marketing manager reading every recap in October may have booked someone else 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.
Hot right now8 founders and marketing leaders · not contacted yetNetwarm
8 founders and marketing leaders are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Jordan, you've been reading my event recaps for a few weeks. Is your team planning anything for the new year?Hi Sam, I saw you reacted to the post on visibility. Is your leadership team posting yet?
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
Recaps from inside brand events, campaign commentary with one marketing lesson, and stories that end on the service. Here, event recaps brought 21.6% founders and marketing leaders, short motivation posts 11.3%.
For this consultant, Wednesday (21.6%), Friday (21.1%) and Thursday (20.9%) brought the highest share of founders and marketing leaders. Monday brought the lowest, 12%.
This consultant posts every day, and 16 founders and marketing leaders came back 3 times or more in 18 days. Daily works when most posts give buyers something: a room, a lesson, a service.
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 18 posts published between 19 October and 5 November 2026 (the first 100 reactors of each post), and sorted the 1,299 people by role. Reposts and duplicates were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by brand strategists, campaign commentators and personal branding consultants over the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.
