People considering the service usually want to see the machinery. Fair enough. This is the full production workflow, step by step, from the first strategy session to the moment a post goes live on your LinkedIn. I’ve made the case for the conversational starting point in why we start with an interview; this piece covers everything that happens after the recorder stops too.
Step 1: The strategy session (first time only)
Before we produce anything, we spend around 60 minutes understanding your business. For a growing business that means what you do, who you serve, what makes you different, and what your audience needs to understand before they’ll hire you. We work out which content path fits, differentiation or education, and we map your voice: how you talk to clients, what you’d never say, your point of view.
For partner firms the session covers firm-wide positioning and messaging pillars, the order in which partners are onboarded, compliance constraints for your sector, firm voice guidelines, and the marketing manager’s goals. The output is a content strategy document and an onboarding plan. This happens once at the start, not every month.
Step 2: The interview
Once every month or two (every two to three months per partner in firms), we sit down for a 30 to 45 minute recorded conversation. Nothing to prepare, no brief form. We ask about the market, the problems clients are bringing you, the questions you answer repeatedly, and the things you’ve changed your mind about. That conversation is the only source for everything that follows. We don’t research the internet and recycle what others are saying, which is exactly why the output can’t be copied.
Step 3: Production
From the recording, we produce a mix of content: long-form LinkedIn posts, short punchy posts, carousels, infographics, quote cards, and blog articles. The mix is deliberate. Different formats reach different prospects at different points in their education, so a single insight often appears as an article for the deep reader and a carousel for the scanner, each pulling its own weight.
Every piece is written in your voice rather than ours, anchored in your actual expertise from the interview, formatted for LinkedIn engagement, and designed with your brand.
Step 4: Tuning, then editorial review
The first few weeks of an engagement are a tuning phase. We produce, you tell us what’s right and what’s off, and we adjust. Anything you’ve already written, emails, proposals, old posts, speeds this up. By the end of tuning, the content sounds like you on your best day.
From then on, our editors review everything before it goes out, and you don’t. There’s no draft waiting in your inbox and no approval step on your side. The standard the editors apply is fixed: if you wouldn’t say it in a client meeting, it doesn’t go out. If you spot something after publication you’d like adjusted, tell us and it folds into the next batch.
Step 5: Scheduling and publishing
Once tuned, we handle the rest. We schedule across your LinkedIn profile, your company page, or both, and publish on the agreed cadence. You don’t log in to post, you don’t format, and you don’t check anything on the day.
The posts go out and the comments come in, and that’s where you re-enter the picture. Comments and interactions are the start of relationships, and relationships are the whole point. We enable the conversation; you continue it, in your own words, with your own flair.
The workflow from your side
Strip out everything we do and the client-side version is short: one strategy session at the start, one relaxed conversation every month or two, a few weeks of feedback early on, and a few minutes a week responding to comments. The heavy lifting sits with us permanently, which is the only way a publishing cadence survives a busy calendar.