LinkedIn Content Strategy for Management Consulting Leaders | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for management consulting leaders: how a global consultancy CEO reached 91 executives in 6 weeks
We read the reactions on 20 posts from the CEO of a global management consultancy. 519 people, 91 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 studyThe founder and CEO of a global management consultancy
Followers12,179
Posts~4 a week
SellsStrategy, digital transformation and C-suite advisory for large global companies
These numbers are from 3 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.
Ideal client: C-suite leaders and boards of large companies facing a strategy, AI or transformation decision.The challenge: The CEO writes for C-suite leaders: one chart, one business lesson, one leadership question. Founders, consultants and job seekers react too. Which posts reach the people who'd hire a global consultancy?
Key takeaways
About 1 in 6 readers is an executive.91 founders, CEOs, C-level leaders, VPs and directors reacted in 6 weeks: 17.5% of everyone who reacted.
First person beats the chart.Three posts about roles reporting to the CEO brought 21% to 25.3% executives. The chart posts ranged from 14% to 22.2%.
30 executives are Hot right now.They reacted to 5 posts or more. One of them reacted to 17 of the 20.
01
Who actually reads you, and what the LinkedIn algorithm changed
The CEO posts three to four times a week for business leaders. Most posts start from a recent chart (markets, capital, supply chains, customers, careers) and end on the question a leader should ask. 20 posts between 25 September and 3 November, plus the firm's news and three senior roles.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A post about global markets reaches anyone interested in business: the executives who'd hire a consultancy, and many more who never will. Reach can't tell them apart. Who reacted can. We read the first 100 reactions on each post and sorted every person by role.
20posts in 6 weeks
519people reacted
91executives
35came back 3+ times
Audience by roleThe 519 people who reacted, by roleFree
Consultants, advisors, students & job seekers184 · 35.5%
Everyone else244 · 47%
Peers are the largest group: 184 consultants, advisors, coaches, recruiters, students and people looking for work. They push reach, and they rarely buy a consulting engagement.
Executives are 91 people, about 1 in 6. Many run small and young companies, often in AI and software: they read the CEO, but a global consultancy sells to larger firms. The posts that bring more senior executives are the ones to repeat.
SeniorityAll people who reactedFree
Founder, owner, C-level24.9%
Director, VP4.6%
Manager9.6%
Independent8.1%
Other52.8%
IndustriesExecutives onlyNetwarm
AI, software and tech40.7%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
Most consulting leaders judge a post by its reactions. A leader who sells should judge it by who reacted.
We tagged each of the 20 posts by topic, then measured the share of executives among the people who reacted.
Your topicsWhat your 20 posts were aboutFree
20posts
Capital & markets6
AI, tech & supply chains4
Firm news & hiring4
Customers & brands3
Workforce & longevity3
Topics that attract executivesShare of each topic’s reactions from executivesNetwarm
Firm news & hiring21.4%
Workforce & longevity18.4%
AI, tech & supply chains18.3%
Customers & brands17.1%
Capital & markets16.7%
One topic leads, and the most frequent one comes last. See which.See which topics
Topics are close: 16.7% to 21.4% executives. Posts written in the first person about the firm led, and the most frequent topic, capital and markets, came last.
Posts that brought the most executivesShare of executives in each post’s reactions1 of 5 open
#1A rare opportunity to shape enterprise transformation, reporting to the CEO25.3%
#2A writer whose thinking is as strong as their writing23.2%
#3Investing in advanced technology is only part of building the capabilities22.2%
#4An enterprise technology leader to work directly with the CEO21%
#5Innovation isn't simply an investment problem. It's an ecosystem problem.20.4%
For comparison, the life expectancy post of 25 October reached 14% executives, the lowest share of the 20 posts.
These rules come from what worked on the CEO's own profile, and from the best-performing posts by CEOs, strategy advisors and board advisors on LinkedIn over the last 3 months.
1
Write in the first person about your own firm. “Report directly to me”, “our work with leading jewelry maisons”: when the CEO speaks from inside P&C Global, executives react more than to a chart anyone could share.On this profile: the three posts about roles reporting to the CEO brought 21% to 25.3% executives, three of the four highest shares.
Put people inside the numbers. A chart about markets reads as news. A chart about the skills, careers and judgment of the people running the company reads as a leadership problem executives own.On this profile: workforce posts brought 18.4% executives, capital and markets posts 16.7%. The PISA post on skills reached 22.2%, the best of the chart posts.
Open on one number, then say what it means. One striking figure in the first line, the meaning in the second. Keep the chart source for later in the post.Across the niche: Eric Partaker's post opening on “Only 28% could do it” drew 2,367 likes and 337 comments.
Share the question clients are asking you now. A consulting CEO hears what boards worry about before anyone else. “The question CEOs ask us has changed” is something no chart can say.Across the niche: Rich Lesser's post on how the CEO question about AI changed drew 230 likes and 53 comments.
Say the principle in two lines. The CEO already closes each post on a bold two-line principle. Now and then, post the principle alone, without the chart.Across the niche: Carlos Ghosn's two-sentence post on the 3 people every CEO needs drew 1,442 likes.
Give them the question to put to management. Each point ends with “Ask: …”, a question a director can take into the next board meeting. It turns a reader into someone using the CEO's thinking.Across the niche: Gabriel Millien's five board questions on AI drew 117 comments on 174 likes.
When executives read: the best time to post on LinkedIn for management consulting leaders
We compared the share of executives by the day and the hour (New York time) each post was published. No post went out on a Monday or a Thursday, and one 12:00 post is left out of the hours.
Share of executives by posting dayAmong the people who reacted to each postFree
17.5%
Tue
17.5%
Wed
18.4%
Fri
23.2%
Sat
16.2%
Sun
Best time to post, by hourShare of executives among people who reactedFree
18.6%
6:00
18.3%
8:00
16.1%
10:00
23.2%
14:00
Saturday and 14:00 are the same three posts: the senior roles published on 31 October. They show what a first-person post does, not the best slot.
Among the other posts, Friday led at 18.4% and brought the most executives in total, 109 across 6 posts. Sunday came last at 16.2%. Early posts (6 to 8 a.m. New York time, midday in Milan) did better than 10 a.m. Keep the strongest posts for Tuesday to Friday mornings.
05
5 posts ready to publish to target executives
Each post follows the rules above, in the CEO's voice. Swap in your own details before posting: the real client conversation is what makes it land.
1Ready to postFirst person
Three questions before we accept a transformation engagementRule 1: speak from inside the firm. Modelled on the Principal Consultant post, the highest share of executives on the profile.
Hook
Before P&C Global accepts a transformation engagement, I ask the CEO three questions.Not about budget. Not about timing. Not about technology.The first: Which decision will the company make differently a year from now?If the answer is a new system, a new structure or a new dashboard, we are not there yet. Those are means. A transformation has to change how the business decides: where it invests, which customers it serves, how fast it responds.The second: Who will own the result?Not the program. The result. A steering committee can oversee a transformation. It cannot be accountable for one. A person can.The third: What will you stop doing?This is usually the longest silence in the room. Every organization has activities that still work well enough to protect. A transformation that only adds is an expansion, and the operating model ends up carrying both the old and the new.When the three answers are clear, the work tends to move quickly. When they are not, no methodology will compensate for it.The objective is not simply to launch a transformation. It is to know, before it starts, what it is meant to change.Which of the three questions would be hardest to answer in your organization?
Visual · Text onlyNo chart this time. Bold the first line and the closing principle, as usual.Check before postingUse the questions you really ask clients. If they differ, keep the shape: three questions, the silence, the principle.
The AI budget and the capability budgetRule 2: put people inside the numbers. Modelled on the PISA post, the best chart post for executives.
Hook
An AI budget and a capability budget are not the same decision.Most leadership teams I speak with can say how much they plan to invest in AI next year. Far fewer can say how much they plan to invest in the people who will judge its output.The gap matters more than it seems.The 2025 PISA results showed average mathematics scores across OECD countries down 22 points since 2015. Those students are entering the workforce now, at the same moment organizations ask their people to interpret models, question forecasts and make decisions with more data than ever.Technology can produce an answer quickly. It cannot tell a leader whether the question was the right one, or whether the answer makes sense for the business.That judgment is built over years: in analysis, in debate, in decisions that had consequences. It is rarely built in a training module added at the end of a rollout.For executives, three questions are worth asking before the next AI investment is approved:Who will review what the system produces, and are they equipped to challenge it?Which decisions should remain with people, and why?How much of the program's budget develops those people?Technology expands what an organization can do. Capability determines whether it does it well.What share of your AI budget goes to the people who will use it?
Visual · Single imageOne simple chart: the 22-point OECD decline 2015–2025, with the source line under it.Check before postingCheck the PISA figure against the source of your 23 October post before reposting it.
52%: the customers who chose you againRule 3: one number up top, the meaning right after. Modelled on Eric Partaker's “Only 28% could do it”.
Hook
52%.That is the share of U.S. car buyers who chose the same make again for their next vehicle.Read it the other way. Nearly half of the customers who already knew the product, the dealer and the after-sales service chose someone else.Those customers had every piece of information a company could hope to give them. They had driven the car for years. And many still left.For business leaders, the lesson extends well beyond automobiles.Acquisition metrics tell you whether the promise is attractive. Repeat purchase tells you whether the experience kept it. They are different tests, and they are often owned by different parts of the organization.Marketing wins the first purchase. Operations, service and product decide the second.When leadership reviews growth, the second number deserves the same attention as the first:What share of customers chose us again when they had a real alternative?What did the ones who left experience that the ones who stayed did not?Who owns that answer?A brand promise can win the first purchase. The experience decides whether there is a second.What is your 52%?
Visual · Single imageThe number 52% alone on a plain background, the source in small type under it.Check before postingThe 52% comes from your 4 October post (S&P Global Mobility data): keep the source line.
The question CEOs ask us about AI has changedRule 4: share what clients ask now. Modelled on Rich Lesser's “The question we hear most from CEOs about AI has quietly changed”.
Hook
The question CEOs ask us about AI has changed.A year ago, it was: “Are we investing enough?”Today, more often, it is: “What will this spending actually change?”The shift is healthy. And it reflects something the wider economy is telling leaders too. In SIFMA's survey of chief economists, AI-related capital investment ranks as the leading upside to the 2026 U.S. outlook. An AI investment correction ranks as the leading downside.The same investment can be a source of strength and a source of risk. What separates the two is what the investment produces.In our work with clients, the companies moving with the most confidence tend to answer three questions before they scale:Which measure of the business should move: productivity, customer value, cost to serve or speed of decision?Who owns that measure, by name?What result, by when, would justify the next round of capital, and what result would stop it?None of this argues for spending less on AI. It argues for spending with the discipline we would apply to any other major capital decision.The next phase of AI will be defined less by how much organizations spend and more by what that spending changes.Which question is your board asking today?
Visual · Single imageThe chief economists chart from your 2 October post: upside and downside side by side.Check before postingUse a real client conversation and keep the client anonymous. Check the SIFMA figures against your 2 October post.
Seven measures before entering a fast-growing marketRule 6: give the question to put to management, and offer the sheet. Modelled on Gabriel Millien's “Ask who owns your AI results”.
Hook
The fastest-growing economy is not necessarily the best market for your business.IMF projections rank India, Indonesia and China as the fastest-growing major economies in 2026, at 6.4%, 5.0% and 4.6% real GDP growth.Those are important numbers. They are also the numbers most often used alone.When a board reviews a market entry, I suggest it asks management about seven measures, not one:Market size. Ask: how large is the part of this market we can actually serve?Purchasing power. Ask: can our customers there pay for what we sell at the margin we need?Growth. Ask: is the growth in our segment, or elsewhere in the economy?Profitability. Ask: what do established competitors earn there today?Talent. Ask: can we hire the people the model depends on, at what cost?Infrastructure. Ask: what do we have to build that we would not need at home?Operating costs. Ask: what does it cost to serve one customer well?No single measure tells the whole story. Together, they show whether the growth is accessible to this company, or only visible from a distance.Good strategy starts with the right question. The right metric depends on what you need to understand.P.S. I put the seven measures and their questions on one page for leadership teams. Would it be useful? I'll send you the link.
Visual · Single imageThe one-page sheet: seven rows, each measure with its board question.Check before postingPut your Netwarm Reveal link in the P.S. so you can see which executives download the sheet.
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.
Among CEO advisors and strategy leaders, these formats get the most requests:
Format 1The one-page strategy sheetOne page a leader can print and use with the team, offered in the P.S.
Format 2The executive guideA short guide on one number executives use every week, and what it hides.
Format 3The working templateA model or template that would normally be paid work, given away for a comment.
Format 4The board glossaryThe terms a board now hears in every meeting, explained in one document.
Our pick for you: “The Market Measures Sheet”Built from the measures the CEO already lists in the 30 September and 18 October posts (market size, purchasing power, growth, profitability, talent, infrastructure, operating costs), each with the question a board should put to management. Offer it in the P.S. 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 in October may have signed with another firm 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 now30 executives · not contacted yetNetwarm
30 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 Daniel, you've been reading my posts on capital allocation for a few weeks. Is an investment decision like that on your agenda this year?Hi Laura, I saw you reacted to the post on repeat customers. Is retention a board topic for you right now?
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
Here, posts written in the first person about the firm's own work brought the most executives (up to 25.3%), and a chart about people and skills beat charts about markets. Keep the chart and the closing principle, and add what the firm sees with its own clients.
For this CEO, Friday brought the most executives in total (109 across 6 posts) and Sunday the lowest share (16.2%). Saturday's high share came from three hiring posts on the same day, so it says more about the posts than the day.
This CEO posts about four times a week, and 35 executives came back 3 times or more in 6 weeks. That rhythm works when each post gives executives something to use. Put the posts that show the firm's work on weekday mornings.
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 20 posts published between 25 September and 3 November 2026 (the first 100 reactions on each post, 1,981 in all) and sorted the 519 people by role. Two firm announcements with no reactions to read were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by CEOs, strategy advisors and board advisors over the last 3 months. Role groups are approximate, and some executives sell to the same audience; a Netwarm scan matches people to your own ideal client.