An editorial-first system that turned a design-heavy brand feed into up to 17 LinkedIn posts a week.
A global technology services company's LinkedIn presence was built like brand advertising, design first and message second. We created an editorial-first system that worked, producing up to 17 posts a week made for how content actually travels on LinkedIn.
A brand built for design. A channel built for editorial.
Like many global brands, the company treated social media as an extension of its brand design. Posts started with the visual, the copy came second and every piece went through a process built for advertising. That made it hard to publish at the pace LinkedIn rewards, and hard for posts to travel.
The marketing team wanted the brand to show up the way the best publishers do on LinkedIn, with ideas people stop to read, comment on and share, while still looking unmistakably like the brand.
Our design-first process made it hard to keep up with LinkedIn. 26 Characters showed us how to lead with the idea, then built a system our team could run week after week. It felt like working with a publisher, not an agency, and the relationship kept growing from there.
We built a system that put editorial first.
We started with how content actually gets distributed on LinkedIn. We studied the channel, the practices that work best for B2B brands and how seven peer companies show up, and set one principle for the feed: lead with the idea, then let design carry it.
From there we built the system. Three strategy principles, two creative concepts, six post formats and seven content types gave the team a repeatable way to turn brand stories into editorial posts, with design working in service of the message.
Then we ran it. The team moved from one-off requests to batched, planned content, and each week we wrote and designed up to 17 LinkedIn posts for the corporate page.
How content travels on LinkedIn, and how seven peer brands show up.
One principle: lead with the idea, then let design carry it.
Two creative concepts, six post formats and seven content types.
Up to 17 written and designed posts a week, planned in batches.
A design-heavy feed, rebuilt to publish like an editor.
The system worked. The corporate page moved from a design-led, request-by-request process to an editorial-first pipeline of up to 17 posts a week, written and designed in one consistent voice and built for how content spreads on LinkedIn.
The relationship kept growing, first into website copy and then into an account-based marketing program for six industry verticals.
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