Here is exactly what happens, from the first interview to the last post.
Before we produce anything, we spend time understanding your business or firm.
For growing businesses: what you do, who you serve, and what makes you different; what your audience needs to understand before they hire you; which content path fits your business (differentiation or education); and your voice: how you talk to clients, what you’d never say, your point of view.
For partner firms: firm-wide positioning and messaging pillars, partner priority order for onboarding, compliance constraints for your sector, firm voice guidelines, and the marketing manager’s goals and constraints.
This session takes around 60 minutes. Output: a content strategy document and an onboarding plan.
Once every month or two, we sit down with you (or the partner being onboarded) for a 30 to 45 minute conversation. We do the asking. You do the talking.
The interview is conversational. Not a brief form, not a list of questions to prepare for. We ask about what you’re seeing in the market, what problems clients are bringing you right now, what questions you answer more than once, what you’ve changed your mind about lately. The expertise is always already there. We know how to find it.
And this matters: your interview is the only source. We are not researching the internet, watching what others post, and recycling it back. Everything comes from your expertise, your ideas, and your advice. That’s what makes it impossible for a competitor to copy.
One interview produces months of content. For partner firms, each partner has their own interview cadence, coordinated through the marketing manager.
From the interview, we produce a mix of content: long-form LinkedIn posts, short punchy posts, carousels, infographics, quote cards, and blog articles.
Why the mix? Different formats reach different people. The managing partner who reads a 900-word article, the founder who saves a carousel, and the adviser who shares a quote card are three different prospects at three different points in their education. The variety is deliberate: it walks each of them along the path in the format they actually consume.
All content is written in your voice, anchored in your actual expertise from the interview, formatted for LinkedIn engagement, and designed with your brand.
The first few weeks are a tuning phase. We produce, you tell us what’s right and what’s off, we adjust. Anything you’ve already written, emails, proposals, old posts, speeds this up. By the end of the tuning phase the content sounds like you on your best day.
From then on, our editors review everything before it goes out. That’s the point of the service: you never have to think about it again. Have the conversation, carry on with your business, carry on with making money. If you spot something after publication you’d like adjusted, tell us, and we’ll fold the feedback into the next batch.
If you want a formal written voice profile as an asset you own, we can build one with you as a separate piece of work. It isn’t part of the default service.
If a partner wouldn’t say it in a client meeting, it doesn’t go out. That standard is non-negotiable.
Once tuned, we handle everything. We schedule across your LinkedIn profile and/or company page. We publish on the agreed cadence. You don’t log in to post. You don’t format. You don’t check anything on the day.
The posts go out. The comments come in. This is where you come back into 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. A few minutes a week responding to comments does more for engagement than any production trick.
Show up for the interview every month or two.
Respond to comments and keep conversations going.
Point us to happy clients we can interview for testimonial content.
Let us know about firm news and upcoming events.
Keep an eye on your LinkedIn analytics.
Writing posts.
Designing graphics (stay well away, we’ve got this).
Scheduling or publishing anything.
Drafting, formatting, or briefing anything in writing.
Approving every post. After tuning, that’s our job.
One honest note on analytics: LinkedIn does not give third parties access to personal-profile analytics, so we can’t pull your numbers for you or send a monthly engagement report. Your analytics tab shows you impressions and engagement in a couple of clicks, and we’ll show you exactly what to look for.
A small minority create content. Doing this consistently puts you in rare company in your sector.
They like and comment. Usually people building their own presence, your fan club. Rarely your buyers.
They read your posts, form opinions, and never touch a button. This is where your customers are.
The silent 90% will not like, comment, or message. You will not see them until the day they turn up at a webinar, mention your post in a meeting, or call you with their mind already made up.
So the metric that matters is impressions: someone dwelling on your post for three seconds or more, and the strength of that impression when they stay for thirty. Not likes. Not follower counts.
Expect the results to show up off-platform: richer first conversations, prospects who quote your content back to you, existing clients raising topics before you do.
Strategy session. First interviews. Tuning begins. Profile optimisation. First posts scheduled.
Content in rhythm. Tuning complete or near-complete. Posting consistently three times per week. Impressions building.
The conversations change. Prospects arrive better informed. Contacts mention posts in person. Clients raise topics before you suggest them. This is also when we help you plan your first audience event: a webinar or in-person session, on your own or jointly with complementary experts.
What you’re not measuring yet: direct leads and inbound floods. Your buyers are in the silent 90%. They contact you through other channels, on their timetable, and when they do, they’ve usually already decided.
We help you measure the right things at the right stage, so you’re not measuring the wrong things too early and pulling the plug on something that’s working.
Real client work: LinkedIn carousels, posts, quote cards, infographics, blogs and videos, produced exactly the way this page describes.