How To Design Content that Attracts Inbound Leads with Nick Broekema

In this episode, I sit down with designer, educator, founder, and category creator, Nick Broekema, the mind behind the booming discipline of Content Design and one of the most recognizable visual brands on LinkedIn™.

Nick has built something rare: a business that’s 100% inbound. No outreach. No cold emails. No chasing. Just magnetic, systematic content that compounds.

We go deep on:

• How Nick built an audience of 80k+
• How Content Design became a category, and how he's leading it
• The exact steps he took to turn random posting into a business
• What most creators get wrong on LinkedIn™
• Why alignment beats hustle
• The role of clarity, positioning, and ICP refinement
• His pivot from Done-For-You to Cohorts + Community
• And the mindset shifts required to scale a highly creative business sustainably

This is a masterclass in positioning, design, systems, and treating content as a strategic asset - not decoration.

Whether you're a founder, a coach, a designer, or someone reinventing their career on LinkedIn, this is a conversation you will want to save.

Chapters:

00:00 - Teaser Intro

00:41 - Re-Framing, Re-Building

01:08 - The Early Days & Becoming a Category of One

02:50 - From Crickets to Clarity

04:10 - The Coach Who Sparked a Category

05:23 - Why LinkedIn™? Why Now?

07:41 - Quitting, Drifting, and Rediscovering Entrepreneurship

09:20 - Choosing LinkedIn™ Over Instagram

09:53 - What a Carousel Really Is (and Why It Works)

11:30 - Why Visuals Must Be Simple, Clear, and Fast

13:49 - How to Build Leads on LinkedIn From Scratch

15:44 - Compounding Through Conversation

17:05 - The Turning Point: Selling Through Content

18:38 - The Three-Month Danger Window

19:45 - Quantity → Quality (No Other Shortcut Exists)

22:16 - Why You Should Post BEFORE You Need To

26:15 - The Multiple Facets of Content Design

28:21 - Nick's Design Rules (And Why They Work)

30:30 - How His Client Grew 8k Followers and 80k in Revenue

32:22 - Trim the Offer: Why Less > More

34:28 - The 60% Rule for Positioning

36:22 - D.F.Y → D.I.Y: A Pivot That Scales

37:52 - Nick’s Current Business Model

40:10 - Why He’s Leaving Done-For-You Behind

42:53 - The Rise of In-Person Events

44:58 - Why Build a Community?

46:32 - Screen-Sharing, Transparency, and “Winging It”

48:06 - Jeff’s POV on Clarity, Story, and Power of Voice

52:02 - Reframing Stage Nerves into Excitement

53:36 - Nick’s Public Speaking Trauma (And How He Overcame It)

55:54 - Expertise + Stories = Unshakeable Confidence

57:15 - The Anchor of Inbound-Only

58:10 - Jeff on Remembering Your Own Value

59:41 - Jeff’s Storytelling Background & Business Model

01:02:52 - Naming, Positioning & Not Getting “Too Cute”

Connect with Jeff Abracen on LinkedIn [https://www.linkedin.com/in/jeffabracen/]

If you are or know a disruptive influencer who would make a great guest, we'd love to hear from you.

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Cover art by Daniel Devoy
Music by Stephen Voyce

©2024 The Disruptive Influence Podcast - Jeff Abracen