CEO-Who-Must-Not-Be-Named

Service

executive ghostwritten content

About the client

Call this CEO and co-founder of a B2B software company, Nick. His name is not, in fact, Nick. But to protect his anonymity, we’ll call him Nick.

He wanted to build brand awareness, credibility and authority through provocative thought leadership content for LinkedIn that challenged the status quo, stimulated thought and sparked conversations that challenge conventional takes on sales coaching.

He was looking to break into and shake up the existing sales coaching discourse to connect with more prospects and cement himself as an expert in the industry.

The Brand

Call this CEO and co-founder of a B2B software company, Nick. His name is not, in fact, Nick. But to protect his anonymity, we’ll call him Nick.

He was looking to break into and shake up the existing sales coaching discourse to connect with more prospects and cement himself as an expert in the industry.

The Goal

This Head of Product Marketing needed to grow the company’s LinkedIn brand page by delivering:
‍
- Consistent, quality social content
- Creating a diverse feed experience for their followers.

Success was measured in followers, impressions, and engagement on LinkedIn.

He was looking to break into and shake up the existing sales coaching discourse to connect with more prospects and cement himself as an expert in the industry.

In 2023, we decided we needed to find an agency for consistent content, and we were really looking for quality. Moving to an agency was the only way we were going to quickly and successfully create high quality on a consistent cadence.

The Challenge: No time for a personal brand

As it goes with CEOs, they don’t have much time to play personal-brand-builder. Nick was only able to post an average of 3 times per month before working with Beam. But more than that, he didn’t know how to translate his thoughts and expertise into natively consumable content for LinkedIn. Without a cadence and a strategy, posts fell flat and failed to reach the intended audience. He realized he needed:

A) A social content partner who would interview him, study his tone of voice, and document his feedback and preferences so that he could scale his efforts and improve over time.

B) A coach who could pull out even better stories, angles, and ideas than he thought possible and enable him along the way so that one day he could do it himself.

With Beam, Nick was able to focus his time on the business while simultaneously building his brand, audience, and deeper connections with the right people.

One 45 minute interview produced 20 high-quality LinkedIn posts, which he used to fuel both the brand page and his personal page.

But it wasn’t happening in a vacuum. Every month, Nick would get a 1-1 coaching and strategy session to talk about what was working, what could be improved, ideas and examples for the following month, and the know-how to start creating his own posts.

The Results: The right metrics on the rise

In just 6 months of working with Beam, posting 2 times per week to his personal profile, Nick saw big returns on all fronts:

Impressions grew by

204.9%

(avg of 4,950/mo to 15,092/mo)

Engagement grew by

224%

(average of 75/mo to 243/mo)

DMs

increased (anecdotally noticed an increase in the right conversations)

Followers grew by

18.7%

(5,232 to 6,312)

Our Takeaways

It’s essential to dive deep into your metrics to make sure your content is landing with people who will actually become your customers—otherwise, your marketing efforts will be wasted. When you take a step back to focus on your current and future customers, you’ll naturally move from reactive to strategic.

Once you have your strategy in place, you’ll be able to bake in consistency and quality assurance. With these two aspects in place, your customers will spend more time engaging with your brand, give you their trust, and move along their journey from prospect to customer with ease.

He was looking to break into and shake up the existing sales coaching discourse to connect with more prospects and cement himself as an expert in the industry.

Our Takeaways

Your brand’s LinkedIn page can be a reliable channel for building trust and creating meaningful conversations that will contribute to purchasing decisions.

When used in coordination with your other content campaigns and your team’s individual pages, you can create content that drives not just engagement, but authority and authenticity.

He was looking to break into and shake up the existing sales coaching discourse to connect with more prospects and cement himself as an expert in the industry.