Unlock your highest ROI channel.

Not everyone should post. Pick the few whose voice already belongs in your market and who have something real to say to your buyers. The rest of the team has a job, but it comes later.

• CEO. The vision and the hard calls.
• Head of product. How the thing actually gets built.
• Sharpest engineer. The technical truth no competitor will admit.
• Head of sales. What buyers get wrong before they buy.

A profile is the first thing a buyer checks after they see a post. Most read like a resume, and that leaks every bit of reach you fought to earn.

• Headline. The only part shown before the cutoff. Say what you do and who for, not your job title.
• About. Open with the problem you solve. Write it like a person talking, not a job application.
• Featured. Pin the one post or result that proves you know your stuff.
• Banner. Trade the stock skyline for a single line about who you help.
• Photo. A real face, cropped close, looking at the camera.

Decide how often each person posts, then hold the line. The feed rewards the finished posts and quietly forgets the rest.

• Put it on a calendar. Assign days so two people never go quiet in the same week, and the team is not all loud on one morning.
• Post when buyers are awake. For most B2B, Tuesday to Thursday, 8–10am or 12–2pm their time. A starting guess, not a rule.
• Tune after a month. Check each person's analytics and move to their real best window.

The hard part is not writing. It is having something worth saying every week without repeating yourself. The good stuff happens live, in standups, sales calls, and Slack rants, then disappears by lunch.

• Voice memo. Right after a sales call, in the car, while it is still fresh.
• Screenshot. A sharp customer line, a surprising metric, a good rant.
• One shared channel. Everyone drops fragments in. No format, no pressure, just raw fuel piling up.

One kind of post trains your audience to expect one thing, then scroll past it. The feed rewards range. Teaching on Monday, a hard take on Wednesday, a story on Friday keeps you interesting for months.

• Proof. Teach the thing you know cold.
• Contrarian. Say what your market is too polite to say out loud.
• Build in public. Show a real number or a real mistake.
• Story. Let one moment from the week carry the point.

The first line decides if anyone reads the rest. Write the whole post first, then hunt for the most surprising sentence in it, usually buried in the middle, cut it, and move it to the very top.

• Contrarian reframe. “Everyone says X. Here is why that is wrong.”
• Named proof. “This company did X without the obvious method.”
• Plain observation. “Here is what most people miss about X.”

Format is not decoration. Short lines. One idea per line. A blank line after every sentence or two. Nothing longer than two lines in a row. Write for a phone, because that is where it gets read.

• Links in the first comment. The feed buries posts that send people off-platform. Put the link below, not in the body.
• Match format to idea. A single sharp thought is a text post. A step-by-step or teardown is a carousel, which the feed pushes once it earns comments.

One good insight is not one post. It is the founder's take, a sharper version from the engineer, a line in the newsletter, and a comment thread from the head of sales. Each person says it from their own seat.

• Founder. Gives the why.
• Engineer. Gives the how.
• Salesperson. Gives what the customer actually said.

Not every post deserves the whole team. The best ones do. When someone lands a post that matters, a sharp take, a launch, a story worth spreading, the rest of the team shows up behind it.

• Comment. Add a second point, not “great post.”
• Reshare. Push it to an audience the author does not reach.
• Reply. Pull the author back in to answer, which the feed reads as a live thread.

Reach alone does not pay. Once a month, turn a post into a straight trade: something genuinely useful, for a way to reach that person again, somewhere an algorithm cannot bury it.

• The offer. A teardown, a template, a benchmark. Free, and good enough that people would have paid for it.
• The trigger. "Comment PLAYBOOK and I'll send it." One word, in public, a lower bar than a cold DM.
• The capture. Send it back by DM, onto a list you own. No algorithm stands between you and that list.

Likes feel good and tell you almost nothing. Track the handful of signals that move the business, and watch which topics pull your buyers, not just the crowd.