Uploading

Why Every B2B Founder Needs to Be On LinkedIn Yesterday & How to Catch Up Fast

Jul 31, 2024

Tommy Clark, founder of Compound Content Studio, specializes in helping B2B companies scale their LinkedIn content. He shares powerful strategies for crafting a compelling LinkedIn presence, including the importance of a strong hook and the types of content that resonate with audiences. The discussion highlights the significance of defining your 'why' for personal branding and offers practical tips for consistent engagement. Tommy also emphasizes the role of effective visuals and storytelling in maximizing audience interaction.

34:22

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Tommy Clark

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Quick takeaways

B2B founders should prioritize creating a unique value proposition on LinkedIn to effectively attract and engage their target audience.

Understanding LinkedIn's algorithm and maintaining consistent posting habits are crucial for maximizing content reach and audience engagement.

Deep dives

Tommy Clark's Journey in B2B Content Creation

Tommy Clark's path into the B2B content landscape began with an initial ambition of becoming an orthopedic surgeon, which later shifted toward health and fitness. His adventure into content creation began on Instagram, where he leveraged social media for lead generation in his fitness coaching. As he immersed himself in content marketing, inspired by figures like Gary Vaynerchuk, he pivoted from fitness to a part-time marketing role, ultimately leading him to a full-time position in B2B social media at Triple Whale. With a growing freelance roster alongside his full-time role, he eventually founded Compound, focusing on helping B2B SaaS founders enhance their content strategies on LinkedIn.

Cultivate a Purposeful Presence

01:19

Intro

3min

Leveraging LinkedIn for B2B Success

7min

Identifying Your Business 'Why'

7min

Optimizing LinkedIn Content for Engagement

16min

Mastering Content Strategy for B2B on LinkedIn

2min

About the Episode:
Tommy Clark is the founder of Compound Content Studio, an agency that helps B2B companies scale their content engines, especially on LinkedIn.

Tommy has a background in fitness coaching and B2B social media, and now specializes in helping founders and marketers effectively use LinkedIn to reach their target audiences. He also writes a newsletter called "Social Files," which provides deeper tactical insights into B2 content creation and strategy.

In this episode of Uploading, Tommy shares key strategies for B2B founders to effectively harness LinkedIn as a powerful content marketing platform. These include how to create a strong hook, what types of content to double down on, and why it’s important to engage with other users.

We also explore the power of polarization in content and the significance of defining your "why" when building a personal brand on LinkedIn.

Today, we'll cover:
- How to create a successful LinkedIn content strategy for your business or personal brand
- Practical tips and strategies you can immediately implement to improve your LinkedIn presence and engage your ideal customers
- Key actions to build momentum on LinkedIn, including consistency and engagement

What You'll Learn
1. Brand Positioning and Content Focus
2. LinkedIn Content Funnel System
3. LinkedIn Content Formats and Hooks
4. Strategies for LinkedIn Content Creation
5. How to Get Started Posting on LinkedIn
6. LinkedIn Algorithm and Engagement

Timestamps
00:00 Tommy Clark’s background, how he found his way to the B2B content landscape
03:28 Why LinkedIn is ideal for B2B marketing
06:28 How founders can get started on creating content for LinkedIn
10:38 Figuring your why in content creation and how you should position your brand
15:19 What kind of content should be your first post as a founder
17:25 LinkedIn post types that perform well
20:21 Text on LinkedIn, how to create effective LinkedIn hooks
26:42 LinkedIn algorithm, strategies to get more traction on LinkedIn

Why B2B Companies Should Focus on LinkedIn: “For a lot of B2B SaaS companies or just B2B companies in general, the effort that it would take to win on TikTok or another social platform is so much higher than the effort that it would take to do LinkedIn well because your audience is just hanging out there all day and they want to consume business-related content." — Tommy Clark, [00:04:07 → 00:04:23]

Building a Content Marketing Funnel: “If you're a founder, it's like, what type of content do you want to be known for? And then once you have that idea figured out, then what I like to do is break it up into what I call a content funnel. So top-of-funnel, middle-of-funnel, bottom-of-funnel content. It's a good way to organize the way you think about the types of posts that you're making." — Tommy Clark, [00:07:41 → 00:07:58]

How to Get Started on LinkedIn Content Creation: “If there's a client that we work with that has been totally dark on LinkedIn, or maybe they've posted like twice in the past two years, but they're going to start posting again because they've seen this podcast or they've seen someone else's content around how posting as a founder is super beneficial, what I would do is just make an intro post, like a quick context, or give some quick context on your backstory. Say why you're going to start posting, and then give your audience an idea of what to expect."— Tommy Clark, [00:15:17 → 00:15:43]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Tommy Clark - Founder of Compound Content Studio