1.2 million impressions in 12 months, and dozens of new connection requests a week.
A biotech IT executive recruiter went from sharing other people’s articles to posting his own stories, and reached 399,565 people in a year, 27 times his follower count.
His expertise was missing from his own feed.
He places CIOs, VPs of IT and technology leaders at biotech and pharma companies. He knows that market as well as anyone. You just couldn't tell from his LinkedIn.
His feed leaned on other people's articles. It was curated, not personal. Polls and graphics averaged fewer than five reactions. By his own description, he was someone who read LinkedIn more than he posted on it.
The people he wanted to reach never heard his point of view, because he wasn't sharing it.
I used to read LinkedIn more than I posted on it. Now one conversation a month with 26 Characters becomes content that’s completely me, not something curated from someone else. People tell me all the time they love my posts, and I can talk about every one because it’s my story.
We turned his stories into a year of content.
We started by writing down who he is: his positioning, what he believes, who he talks to and how he sounds. That became his Brand OS, the guide for everything we write in his name.
Every month he sits down for one Studio 26 conversation. We ask the questions and listen for the stories. Our team turns that hour into posts, videos, articles and his own newsletter, all in his voice.
He approves the work, and we schedule and publish it. Every post comes from his own experience, so he can talk about any of them when someone calls.
Along the way, we kept reading the data. A six-month review of his feed ranked nine content formats by average reactions and found that specific stories ("I was talking to a CIO who...") far outperformed general market commentary. So we made every closed search a placement story, and every conversation a source of anecdotes.
His positioning, beliefs, audiences and voice, written down once.
A Studio 26 session where we ask the questions and listen for the stories.
Posts, videos, articles and a monthly newsletter, all in his voice.
He approves. We handle the rest.
399,565 people reached, 27 times his follower count.
In one year, his posts earned 1,195,314 impressions and reached 399,565 people, 27 times his follower count. His followers grew 23%, to more than 14,500. In a single week in May, LinkedIn reported 138,000 impressions on his posts.
The stories did the work. A post about a candidate who did not nail the interview earned 240 reactions. A story about a CIO whose first-round interview was run by a bot earned 171 reactions and 65 comments. A placement card for a VP of IT filled in nine days earned 177 reactions. Before we started, his polls and graphics averaged fewer than five.
The numbers are only part of it. Dozens of people a week now ask to connect and tell him they love his posts. Contacts call to talk about something he shared. His monthly newsletter gives his market one more reason to hear from him.
Most important, the content sounds like him. He can talk about any post when someone calls, because every one of them came from his own experience.
The services behind this story.
Each one works on its own, or as part of a bigger plan.
Posts for your leaders and your brand, built from interviews and your plan.
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