Nibble Studios

@tclarkmedia Tommy Clark strikes again

Every early-stage SaaS CEO I talk to lately says they want to ‘test’ LinkedIn content. 90% of them have a WILD misconception of what it means to properly test a content strategy. Here’s how it usually goes down (and how you can win in 2024): You have no idea how often I get into a sales conversation and it goes something like this… “Yeah, we want to test-run founder-led content on LinkedIn. Thinking we post like 2x per month and see what happens.” Here’s why this approach is misguided: (1) Nobody knows who you are. You need to be popping up in your ICP’s feed near daily to change that. I like 5x per week as a cadence. (2) Content is a skill. Whether you're writing your own, or giving feedback on content a partner produced for you. You need to develop a sense of what ‘works.’ That doesn’t happen on 2x per month. Think of it like this. You don’t get absolutely jacked—or beach-ready if you're not trying to be an absolute unit—by going to the gym twice per month and doing a 6-minute abs workout. Expecting that would be silly. Building a great physique takes consistency. 3-5 workouts per week, over the course of months. Content works in a similar way. Consistency of posting builds awareness and trust with your ICP. Consistency of posting also builds your skill as a content creator—and smart CEOs will look at this as something to run towards, not away from. My recommendation? → Start with 3x per week as a bare minimum cadence. → Ramp to 5x per week. This is a good sweet spot. There’s a reason why all of the SaaS founders on LinkedIn we look to as having a ‘dialed-in’ content strategy post damn near daily. They understand the value of consistent publishing. I’ll leave you with a quote from bodybuilding legend, Ronnie Coleman: “Everybody wants to be a bodybuilder, but nobody wants to lift no heavy-a** weights.” Quite relevant to content, too.

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