LinkedIn Content Strategy for Executive Coaches | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for executive coaches: how a Zurich C-level coach reached 219 executives in 3 weeks
We read the reactions on 23 posts from a Zurich executive coach and former business leader. 1,652 people, 219 executives. 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 Zurich executive coach and former business leader
Followers37,207
PostsDaily, ~7 a week
Sells1:1 executive coaching for C-level leaders, paid only when the client's chosen stakeholders see the change
PeriodOct 15 – Nov 7
Ideal client: C-level leaders, and those stepping into a C-level role, who want to change one behavior that holds their team back.The challenge: The coach posts every day about how leaders behave with their teams, to more than 37,000 followers. Coaches and trainers read along too. Which posts reach the executives who'd hire a coach?
Key takeaways
These numbers are from 7 November. Your audience has already moved.
New executives turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 in 7 readers is an executive.219 founders, CEOs, C-level leaders, VPs and directors reacted in 3 weeks: 13.3% of everyone we read.
Topics land the same. Posts don't.Each of the four topics brought 10.9% to 14.3% executives. Single posts ranged from 8.2% to 22%.
8 executives are Hot right now.They reacted to 5 posts or more. One of them reacted to 10 of the 23.
01
Who actually reads you, and what the LinkedIn algorithm changed
The coach posts every day at about 1 p.m. Zurich time: short lessons on managing a team, the leader's mindset, notes from 12 years of journaling and lessons from experience. 23 posts between 15 October and 7 November.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Leadership is a crowded feed: the executives who'd hire a coach read it, and so does everyone selling coaching and training to them. Reach can't tell them apart. Who reacted can. We sorted every person we read by role.
23posts in 3 weeks
1,652people reacted
219executives
16came back 3+ times
Audience by roleThe 1,652 people who reacted, by roleFree
Peers are the largest group we could name: 424 coaches, consultants, trainers and creators, almost twice the executives. They push reach, and they rarely hire an executive coach.
219 executives is still a large pool for a 1:1 coaching practice. Most of them never comment, so they stay invisible on the post itself.
SeniorityAll people who reactedFree
Founder, owner, C-level13.9%
Director, VP6.5%
Manager15.3%
Independent6.1%
Other58.2%
IndustriesExecutives onlyNetwarm
Tech, software & AI22.4%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
These rules come from what worked on the coach's own profile, and from the best-performing posts by executive and leadership coaches on LinkedIn over the last 3 months.
1
Write about the step up, not the summit. Executives react to the moment they are living: a bigger role, a new team, a strength that stops working. Name that moment in the first line.On this profile: the promotion post reached 22% executives, the highest share of the 23 posts.
Open on a moment every executive has lived. “Hearing that our strategy is not working” puts the reader in the chair. A fact about the brain keeps them outside it.On this profile: the strategy post reached 18% executives. The post that opened on how fast the brain processes words reached 8.2%.
Give them a tool to read their own team. A simple grid or checklist lets an executive apply the lesson to real names on Monday morning, and shows how the coach works with clients.Across the niche: Eric Partaker's team diagnostic post drew 2,332 likes and 368 comments.
Show the swap: the sentence to stop saying, and the one to say instead. The coach's posts already name the reflex (“we feel the urge to improve it”). Adding the exact words to use instead makes the post easy to save and share.On this profile: the post on replying within 5 minutes, a single habit to change, reached 15.5% executives.
Confess the habit that once worked for you. A former executive admitting what they used to get wrong is rare, and it's the proof behind the coaching. The coach ran a 9-figure business: that story is the asset.Across the niche: Pat Gelsinger's “maniac for results” confession drew 1,630 likes.
Tell one client's story, in their words. One leader, one moment, one sentence they said. It shows the coaching itself, with permission and without a name.On this profile: none of the 23 posts tells a client story. The lesson from a Fortune 500 CEO came closest, at 13.3% executives.
When executives read: the best time to post on LinkedIn for executive coaches
We compared the share of executives by the day each post was published. All 23 posts went out at about 1 p.m. Zurich time, so there is no hour to compare.
Share of executives by posting dayAmong the people who reacted to each postFree
11.5%
Mon
10.1%
Tue
13.8%
Wed
14.4%
Thu
15.7%
Fri
13.4%
Sat
11.7%
Sun
Friday brought the highest share of executives (15.7%) and the most in total: 62 across 4 posts. Tuesday brought the lowest share, 10.1%.
Keep the 1 p.m. slot: it lands at lunch in Europe and before 8 a.m. on the US East Coast. Put the posts that show the coaching (the client story, the tool) on Wednesday to Friday, and keep Monday and Tuesday for lighter notes.
05
5 posts ready to publish to target executives
Each post follows the rules above, in the coach's voice. Swap in your own details before posting: the real story is what makes it land.
1Ready to postQuestion list
The first 90 days in a bigger roleRule 1: write about the step up, the moment executives are living. Modelled on the coach's promotion post, the highest share of executives.
Hook
A promotion feels like a finish line.Yet for the people around us, it's a starting line.When I stepped into my first leadership role, I kept doing what had made me good: solving problems myself, fast.My team watched. And waited.What helped me most was a short list I wrote in my journal at the time. Here are 5 questions we can ask in the first 90 days of a bigger role:1. What did I do well that my team should now do instead?
2. Which decisions am I still making that belong one level down?
3. Who are the 3 stakeholders whose view of me matters most now?
4. What do they need from me that they didn't need before?
5. What will I stop doing this month?The skills that got us promoted rarely fail us.Holding on to them does.Which of these 5 questions is the hardest for you right now?
Visual · CarouselOne question per slide, the title slide reads “5 questions for your first 90 days in a bigger role”.Check before postingUse your real first leadership role: the year, the team, what you kept doing.
6 swaps that stop a team from waitingRule 4: show the sentence to stop saying and the one to say instead. Modelled on Dwight Braswell's “12 Manager Responses That Train People to Wait”.
Hook
We often think our team needs more answers from us.Yet what they need is fewer.Every time we answer for them, we teach them to wait for us.Here are 6 swaps that change how a leadership team works:1. “Here's what you should do.”
→ “What would you do if I weren't here?”2. “Send it to me before it goes out.”
→ “Who else should look at it with you?”3. “Let me think about it.”
→ “What do you need from me to decide today?”4. “Why did this happen?”
→ “What did we learn, and what changes now?”5. “I'll handle the client.”
→ “How can I back you up with the client?”6. “Good job.”
→ “What you did on Tuesday made the difference. Here's why.”Small words. Big signal.Which one would your team notice first?
Visual · CarouselOne swap per slide: the old line crossed out, the new line below it.Check before postingKeep the swaps you really use with clients; drop or replace any that don't fit your method.
Before you give your reliable person one more projectRule 3: give executives a tool to read their own team. Modelled on the coach's reliable-team-member post, the widest reach of the period.
Hook
When someone on the team is reliable, we give them more.It feels like trust.To them, it can feel like a penalty for being good.Here is a 4-question check we can run before handing over one more project:1. What will they stop doing to make room for this?
2. Is this growing them, or only using them?
3. When did I last ask what they want to work on next?
4. Who else on the team could take it, with some support?If I can't answer question 1, the answer is not yet.Reliable people rarely say no.That's why we have to ask the questions for them.Save this for your next 1:1.
Visual · Single imageThe 4 questions on one card, titled “Before one more project”.Check before postingAdd one real example from your years running the business if you can share it.
The habit that made me a good executive, and cost my teamRule 5: confess the habit that once worked. Modelled on Pat Gelsinger's “advice to my younger self” post.
Hook
When I ran a large business, I thought my job was to have the best answer in the room.So I gave it. Quickly. Every time.The meetings were efficient. The decisions were good.And my team stopped bringing me their best ideas.It took an honest colleague to tell me why: “Why would we think hard, when you'll decide anyway?”That sentence changed how I lead.Here is what I started doing instead:→ I speak last in meetings.
→ I ask “What else?” at least twice before I share my view.
→ When I disagree, I ask a question first.The results didn't suffer.They got better, because more people were thinking.What is one habit that served you early in your career, and costs you today?
Visual · Single imageA photo of you from your executive years, or the quote on a plain background.Check before postingWritten from your “ran a 9-figure business” headline. Use your real moment and the words someone really said to you.
The 3 questions I write every eveningRule 6 and the lead magnet: a journal habit executives can copy, offered as one page. Modelled on the coach's Vietnam journal post, the best of the journal posts.
Hook
For 12 years, I have ended most days with my journal.Not long entries. A few lines.Some of my best leadership lessons started there: a bowl of soup in Vietnam, a busy gate at Zurich Airport, a meeting where I lost patience.The habit takes 5 minutes, and it changes how I show up the next morning.Here are the questions I come back to most:1. Where did I add value today, and where did I only add my opinion?
2. Who did I listen to fully today?
3. What will I do differently tomorrow, in one sentence?The journal doesn't make us better leaders.Reading it back does.I put my evening questions on one page, with the prompts I use when a day goes wrong. Want it? Comment JOURNAL and I'll send it to you.
Visual · Single imageA photo of your journal (closed, or a page you are happy to show), the 3 questions as text on the image.Check before postingReplace the 3 questions with the ones you really use. Send the page with your Netwarm Reveal link to see which executives download it.
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 executives
Reactions show interest. A download shows intent. The fastest way to find out which executives are serious is to give them something useful and see who takes it.
In leadership and executive coaching, these formats get the most requests:
Format 1The framework guideOne framework, with the coaching questions for each part, sent to everyone who comments a keyword.
Format 2The template libraryThe worksheets used with paying clients, given away: the tools are free, the judgment is what clients pay for.
Format 3The self-assessmentA five-minute self-rating that tells a leader where to start, and opens a conversation about the results.
Our pick for you: “The Evening Journal for leaders”Built from the journal the coach has kept for 12 years: the few questions to write every evening, on one page, plus the prompts for a day that went wrong. Offer it at the end of post 5.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 executives to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible, and an executive reading every post this month may have picked another coach by spring.
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 executives · not contacted yetNetwarm
8 executives 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 Alex, you've reacted to a few of my posts on stepping into a bigger role. Is that where you are right now?Hi Sam, I saw the post on reliable team members caught your eye. Is that a conversation you're having with your 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
Every topic brought about the same share of executives here, so build the post, not the topic: the moment an executive is living, the exact words to use instead, one tool for their team, and a story from your own years as a leader.
For this coach, Friday brought the highest share of executives (15.7%) and the most in total. Tuesday brought the lowest (10.1%). The gap is real but small: what a post describes matters more than the day.
This coach posts every day, and 16 executives came back 3 times or more in 3 weeks. Daily works when each post gives executives one thing to try. Put the posts that show the coaching from Wednesday to Friday.
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 23 posts published between 15 October and 7 November 2026, up to the first 100 people on each post, and sorted the 1,652 people by role. Comments were not counted, so engagement figures are a floor. The 7 November post was too recent to count as an example.
Niche rules come from top posts by executive and leadership coaches over the last 3 months. Role groups are approximate, and some executives sell coaching or training themselves; a Netwarm scan matches people to your own ideal client.