LinkedIn Content Strategy for Corporate Humor Content Agencies | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for corporate humor content agencies: how a Baltimore agency founder reached 141 founders, CEOs and marketing leaders in 4 weeks
We read the reactions on 30 posts from a Baltimore agency founder who makes tech brands funny on the internet. 1,119 people, 141 founders, CEOs and marketing leaders. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··12 min read
The creator in this case studyA Baltimore founder of a corporate humor content agency
Followers36,222
These numbers are from 3 November. Your audience has already moved.
New founders, CEOs and marketing leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsFunny, personal brand and social content for tech companies and their founders, made by a full-time in-house team
PeriodOct 6 – Nov 3
Ideal client: Founders, CEOs and marketing leaders of tech, AI and SaaS companies who want content people actually stop for, on the brand account and on the founder's profile.The challenge: The agency founder posts every day, mostly one-line jokes about meetings, Slack and office life, and the jokes travel: one post reached 404 reactions. But 32% of the people who react are creators, agency owners, ghostwriters and other marketers. Which posts reach the founders and CMOs who hire an agency?
Key takeaways
1 in 8 readers is a buyer.141 founders, CEOs and marketing leaders reacted in 4 weeks: 12.6% of the 1,119 people who reacted. 2.6 times as many (32.4%) are creators, agency owners, ghostwriters and other marketers.
Agency stories bring 2x the buyers of memes.Posts about building the agency reach 14.2% founders, CEOs and marketing leaders. Marketing memes reach 7.1%.
7 of them are Hot right now.They reacted to 5 posts or more in 4 weeks. One of them reacted to 7 of the 30.
01
Who actually reads you, and what the LinkedIn algorithm changed
The agency founder posted 30 times between 6 October and 3 November: one-line jokes about meetings, offices and Slack, marketing memes, the story of building the agency, hiring posts and two Clay partner posts.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Humor travels fast, and it travels first to other people who make content. Reach can’t tell a meme page from a CMO. Who reacted can. We sorted every person who reacted by role.
30posts in 4 weeks
1,119people reacted
141founders, CEOs and marketing leaders
13came back 3+ times
Audience by roleThe 1,119 people who reacted, by roleFree
Creators, agency owners, ghostwriters, social & video marketers, recruiters & students362 · 32.4%
Everyone else616 · 55%
About a third of the people who react make or sell content themselves: creators, ghostwriters, video and social agencies, recruiters and students. They push reach, and they rarely hire a content agency.
The 141 buyers are founders, CEOs, CROs, CMOs and heads of marketing and growth. About 30% work in tech, AI, SaaS and go-to-market, followed by marketing and brand leaders.
SeniorityAll people who reactedFree
Founder, owner, C-level17.8%
Director, VP4.1%
Manager9.6%
Independent5.5%
Other63%
IndustriesFounders, CEOs and marketing leaders onlyNetwarm
Tech, AI, SaaS & GTM29.8%
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Core audience13 founders, CEOs and marketing leaders engaged 3+ times · 7 engaged 5+ timesNetwarm
13 founders, CEOs and marketing leaders keep coming back. One of them reacted to 7 of the 30 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your founders, CEOs and marketing leaders work at.See company sizes
02
What to post on LinkedIn to reach founders, CEOs and marketing leaders
Most humor accounts judge a post by its reactions. An agency that sells to founders and CMOs should judge it by who reacted.
We tagged each of the 30 posts by topic, then measured the share of founders, CEOs and marketing leaders among the people who reacted.
Your topicsWhat your 30 posts were aboutFree
30posts
Office and meeting humor11
Building the agency7
Marketing memes5
Hiring3
Slack productivity bits2
Clay partner posts2
Topics that attract founders, CEOs and marketing leadersShare of each topic’s reactions from founders, CEOs and marketing leadersNetwarm
Clay partner posts18.0%
Building the agency14.2%
Slack productivity bits12.3%
Office and meeting humor12.2%
Hiring8.8%
Marketing memes7.1%
One topic brings twice as many buyers as another. See which.See which topics
Posts about building the agency bring 2x more founders, CEOs and marketing leaders per reaction than marketing memes (14.2% vs 7.1%). Office humor sits in between at 12.2%. The two Clay partner posts lead at 18%, on only 2 posts.
Posts that brought the most founders, CEOs and marketing leadersShare of founders, CEOs and marketing leaders in each post’s reactions1 of 5 open
#1I love getting stopped by these street interviewers outside of my office24.4%
#2I was called an idiot in a meeting today23.7%
#3Instead of spending time writing a reply in Slack, I have been just simply messaging “long thoughtful reply”22.7%
#4I kid you not, there is a dude who wears white OnCloud Roger Federer shoes in my coworking space19.2%
#5Liquidity events are a part of business18.8%
For comparison, the post with the most reactions (404, the team in the office) reached 12%. The absurd LinkedIn DM post had 130 reactions and reached 4%, the lowest share of any post with real reach.
6 rules for LinkedIn engagement from founders, CEOs and marketing leaders
These rules come from what worked on the agency founder’s own profile, and from the best-performing humor posts by B2B marketers and creators over the last 3 months.
1
Keep the joke to one line. A single deadpan sentence with a picture or a clip is the format this profile does best. The reader gets it in a second, and a busy founder has a second.On this profile: “I was called an idiot in a meeting today.” brought 23.7% buyers, the 2nd highest share. Across the niche: a two-word caption, “Happy Wednesday.”, got 6,849 likes.
Tell the story of building the agency. Founders follow other founders. The numbers, the risks and the people behind the agency give a buyer a reason to trust the team with their brand.On this profile: building-the-agency posts reach 14.2% buyers, 2x the marketing memes (7.1%). The liquidity event post reached 18.8%.
Joke about the buyer’s workday, not about LinkedIn. Meetings, Slack, the boss who wants a meme by Monday: that is the founder’s and the CMO’s life. Jokes about LinkedIn itself reach the people who live on LinkedIn: other creators.On this profile: the OnCloud shoes story reached 19.2% buyers. The absurd LinkedIn DM post reached 4%.
Write to the marketing team’s boss. The person who signs an agency contract is the founder or the CMO, not the social media manager. A joke that names their pressure lands with the reader who pays.On this profile: the Snickers post, about leadership asking for a meme on Monday, reached 11.3% buyers, above the 7.1% average for memes.
Add one serious line after the laugh. One sentence of real insight after the joke turns a laugh into a point of view. It shows a buyer the team thinks, not only jokes.Across the niche: the sales vs marketing joke that closes on “nobody agreed on what qualified means” got 424 likes and 53 comments.
Close the bit with a one-line offer. When a post travels, the last line decides what readers do with it. One sentence that says what the agency does turns reach into visits.On this profile: the gif post ended on “Want us to build your personal brand? Visit noboringbrands.co” and got 252 reactions, the 3rd most of the period. Its follow-up reached 22.7% buyers.
When founders, CEOs and marketing leaders read: the best time to post on LinkedIn for corporate humor content agencies
We compared the share of founders, CEOs and marketing leaders by the day and the hour each post was published (New York time). The agency founder posts every day, so every day of the week has 4 to 6 posts.
Share of founders, CEOs and marketing leaders by posting dayAmong the people who reacted to each postFree
11.7%
Mon
15.5%
Tue
15.7%
Wed
12.4%
Thu
10.7%
Fri
7.3%
Sat
8.3%
Sun
Best time to post, by hourShare of founders, CEOs and marketing leaders among people who reactedFree
13.7%
10:00
10.1%
12:00
10.9%
14:00
13.2%
16:00
7.8%
18:00
Tuesday (15.5%) and Wednesday (15.7%) bring twice the buyer share of Saturday (7.3%) and Sunday (8.3%). Keep the weekend for the lighter jokes, and put the agency stories and the offers on Tuesday and Wednesday.
By hour, the posts published around 10 a.m. (13.7%) and 4 p.m. (13.2%) brought the most buyers; the 6 p.m. posts the fewest (7.8%).
05
5 posts ready to publish to target founders, CEOs and marketing leaders
Each post follows the rules above, in the agency founder’s voice. Swap in your own details before posting: the real story is what makes it land.
1Ready to postAgency story
We fired all our contractorsRule 2: tell the story of building the agency. Modelled on the 3-year anniversary post (16% buyers) and the liquidity event post (18.8%).
Hook
In January, I ended our agreements with every part-time contractor.In 2025 we had as many as 11 contractors working across 10 brands.We got some wins. But our service was a B+. Clients kept churning.The work was fine. Nobody owned it.A contractor juggling 4 agencies doesn’t sit in your Slack. Doesn’t know your founder’s voice. Doesn’t care if the meme lands on Monday.So we hired full-time. W2. In the office in Baltimore, sitting next to me.It cost more. It was scary.No client has churned in the last 3 months.If your content feels like it’s made by people who don’t know you, it probably is.Want a team that actually knows your brand? Visit noboringbrands.co
Visual · PhotoThe team at their desks in the Baltimore office, candid, no posing.Check before postingConfirm the month you ended the contractor agreements and that the no-churn figure is still true on the day you post.
Visual · Short videoA 5-second clip of you staring at the camera as the meeting timer ticks past 1:30:00.Check before postingUse a real meeting from your week so the clip feels lived, and keep the caption to the two lines.
“running 2 min late”Rules 3 and 6: a third episode of the Slack series, closed with the offer. Modelled on the “long thoughtful reply” post (22.7% buyers).
Hook
Instead of showing up to meetings on time,I have been just simply messaging “running 2 min late”.So whoever I’m meeting with knows that I have the sentiment of respecting their time, but I just simply don’t want to interrupt my workflow and close the 14 tabs I have open.I join 11 minutes later.It’s done wonders for productivity.Want us to write content like this for your personal brand? Visit noboringbrands.co
Visual · ScreenshotA Slack DM that only says “running 2 min late”, names blurred.Check before postingKeep the exact rhythm of the first two Slack posts: the readers who liked them will recognise the series.
The meme by MondayRules 4 and 5: a joke written to the marketing team’s boss, then one serious line. Modelled on the Snickers post (11.3% buyers, the best of the memes).
Hook
CEO: “Why didn’t we post the meme?”Marketing: “It was in legal.”CEO: “For how long?”Marketing: “The meme was about that week.”A meme has a shelf life of about 48 hours. Most brand approval chains are longer than that.The brands that win at humor don’t have funnier people. They have fewer people between the idea and the post button.Want us to make your brand account funny? Visit noboringbrands.co
Visual · MemeA two-panel meme: the meme on day 1, the same meme 3 weeks later covered in approval comments.Check before postingIf a client lived this, keep their name out. Change the 48 hours to your own number if your team tracks it.
The corporate humor swipe fileLead magnet built from the two corporate humor accounts the agency bought this year. Modelled on the executive swipe file format (429 comments) and the 3-year anniversary post.
Hook
This year I bought two corporate humor Instagram accounts.People asked why an agency would buy meme pages.Simple. They are a lab. Every day we see which formats make office workers laugh, and which ones die in silence.After a few months, the pattern is hard to miss.The memes that work for tech brands are about the reader’s day: meetings, Slack, the boss, the Monday. Not about the product.The ones that flop explain the joke, wait for approval, or try to sell in the first line.So we put the 25 formats that work best for tech brands on one page, with an example of each and how to adapt it to your product.If you want it, comment MEME and I’ll send it to you.
Visual · Document previewA one-page preview of the swipe file, the first 3 formats readable, the rest blurred.Check before postingHave the swipe file ready before posting, and use the real number of formats you include. Share it through a Reveal link to see which founders and CMOs download it.
Our pick for you: “The corporate humor swipe file”Built from the two corporate humor accounts the agency founder’s agency bought this year: the 25 meme formats that work best for tech brands, with an example of each. Offer it at the end of post 5 with a Reveal link, to see which founders and CMOs download it.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
Humor brings founders and CMOs to the profile. It doesn’t say when to reach out. Most of them never comment, so they stay invisible among the creators and agency owners who react to everything.
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 now7 founders, CEOs and marketing leaders · not contacted yetNetwarm
7 founders, CEOs 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 Sarah, you’ve laughed at most of the meeting posts this month. Is your team trying to get funnier on the brand account next year?Hi Mark, I saw you reacted to the post about the agency’s first 3 years. How do you handle content for your founder today?
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
For this agency founder, posts about building the agency brought 14.2% founders, CEOs and marketing leaders, 2x the marketing memes (7.1%). One-line jokes about meetings and office life did well too: up to 23.7%. Jokes about LinkedIn itself reached the fewest buyers.
For this agency founder, Wednesday (15.7%) and Tuesday (15.5%) brought the highest share of founders, CEOs and marketing leaders, twice Saturday (7.3%) and Sunday (8.3%). Posts around 10 a.m. and 4 p.m. New York time did best.
This agency founder posts about 7 times a week, and 13 founders, CEOs and marketing leaders came back 3 times or more in 4 weeks. Posting daily works for humor, as long as the agency stories go out on the best days.
Look at who reacts, not how many. The team-in-the-office post had 404 reactions and 12% buyers; the meeting one-liner had 40 and 23.7%. Group reactions by role, measure the share 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 30 posts published between 6 October and 3 November 2026, up to the first 100 people per post, and sorted the 1,119 people by role. Comments were not counted, so engagement figures are a floor.
Niche rules come from top humor and content posts by B2B marketers and creators over the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.
