The 3-Step System I Use to Post 30+ Times a Month on LinkedIn

Hey!

Chris here. Welcome to Blueprint—the newsletter to help you build a winning engineering team.

I get the same question from founders constantly: "How do I get more clients?"

Ironically, they almost always already have the answer. They know they should be putting themselves out there on social.

Advice about content, marketing, and personal branding has never been more accessible. But there's so much information that you get paralyzed by options, and don't know where to start.

Or maybe you're afraid to put yourself out there for the world to see. So you don't start at all.

I used to be the same way. I consumed a ton of social media, but never produced anything. I sat there scrolling, learning, and absorbing—and stayed invisible the whole time.

I was terrified to be seen. Worried people would judge me, criticize me, or realize I didn't have all the answers.

But then I realized nobody was thinking about me at all, and my company was slowly getting forgotten. 

So I finally decided to take the leap. And damn, I'm so glad I did.

Let me show you how posting more content blew up my pipeline. 👇

📒 DEEP DIVE

The 3-Step System I Use to Post 30+ Times a Month on LinkedIn

Creating content is a huge growth lever for every business owner today. Here's how you can get started using only your calendar.

Think about who you follow online. You probably don't follow Tesla, Amazon, or Meta.

But you might follow Elon, Bezos, or Zuckerberg.

The connection between founder and brand is the bridge. And your story is what builds it. 

Any founder in today's world can build an audience.

"But nobody knows I exist."

Not yet. But the potential's there.

The toughest part is getting started.

The Painful Truth About Being Forgotten

Here's a gut punch for you: If you aren't staying top of mind with prospects, you're being actively forgotten. 

Many of the people who know you, like you, and would happily send you business might have totally forgotten about your company.

Remember, you're the center of your universe. They're busy being the center of their own.

When I started posting on LinkedIn, I got an immediate bump in inbound leads. Not from strangers, but from people in my network who were like, "Oh, right, Chris does software development. I should send him that project."

They just needed a reminder that I existed.

My Dead Simple Content System

Everyone makes content creation way too complicated. But if you want to get going, here's where you should start:

If you're B2B: LinkedIn and X. Pick one and master it before expanding.

If you're B2C: Facebook, Instagram, TikTok, and X.

For most of you reading this, LinkedIn is where you want to start. Yes, it's scary because that's where your business network is. But that's exactly why it works.

Then comes the actual content.

I hear this all the time: "I can't imagine having something new to say that frequently."

You can. And it's a lot easier than you think. It starts with your calendar.

Here's exactly how I use mine to turn my regular work into content:

Step 1: Look at Your Calendar

Go back and look at what you did last week. Consider client calls, sales conversations, coaching sessions, and internal meetings.

Any of these could be a source for great content.

The mistake founders make is thinking they need to create something new. You don't. You just need to share what's already happened.

Step 2: Find the Signal

Walk through the conversations you had:

What were people interested in?

What questions did they ask?

What problem took longer to explain than you expected?

The questions they ask are rarely theirs alone. There are surely other people wondering the same thing.

Step 3: Turn Conversations into Content

I keep a running log of my day in the Notes app. I've been doing it for a long time. Before, it was just to process my thoughts. But now I use that log to find the lessons worth sharing.

That frustrating client situation that turned into a breakthrough is a post. And the question three different people asked this week should also be answered publicly.

You don't need to post everything—just one valuable moment per week is enough to start.

My #1 tip? Don't be afraid of repeating yourself.

You're going to post things that almost no one will see. People are busy. It's a market for attention. Most people didn't see the first piece of content anyway. Imagine every post is for a cold audience.

Go watch six interviews with Jeff Bezos—he says the same things every time because he has specific talking points he's trying to communicate.

He may change the angle or the story, but it's the same idea over and over.

That's how you become a thought leader.

The Trust Game

When someone doesn't know you, they assume you're lying about whatever you're selling.

Think about when someone cold emails you. What do you think?

You immediately block them or delete the email. You assume they're lying because we have tons of evidence that suggests that's what happens.

But when I get on a sales call with someone who's been consuming my content, the trust thing is already done. They feel like they know me.

The way you get over that is by creating a trusting relationship well ahead of time.

Making the Ask

Content alone won't drive conversions. It sets you apart as the expert, but you still need to ask for the sale.

Here's the ratio that works:

• 80-90% of posts should be pure value with no call to action

• 10-20% can have a soft CTA

• Very rarely—maybe one in 50 posts—should be a direct sales post

Be transparent about your pricing when possible. People respect honesty.

If you're running a promotion, make it real. Don't lie about "only three spots left" when you'll take 10 people if they sign up.

The key is consistency. I see people put out great content for two months, then disappear.

It's far harder to be consistent for three to five years than to create good content for three to five weeks.

The Fear Is Real (And That's OK)

I was terrified when I started. I refreshed my first LinkedIn post every five minutes the first day it was live. 

Second day? Refreshed it half as much. Third day? Half that.

Now? Some posts go out that I don't even look at (I work with an agency to support my content). I just respond to comments and move on.

You can't be constantly nervous about the same thing for very long. Eventually, you just get used to it.

The only way to overcome anxiety is to do the thing you're scared of.

🎙 EPISODE OF THE WEEK

Want to dive even deeper into all things content? Then this week's episode of Build Your Business is for you. 

Matt and I discuss our journeys from consuming content to posting it, the impacts it's had on our businesses, and the tips and tricks we've picked up along the way.

Check it out: Spotify | Apple Podcasts | YouTube

BEFORE YOU GO…

Here's exactly how you can get started posting today:

1. Open your calendar from last week

2. Find one interesting conversation

3. Ask yourself: "What question did they ask that others might have?"

4. Write a post answering that question

5. Publish it 

Don't overthink this. Don't try to be brilliant. Just be helpful. 

The system builds on itself.

→ The more you share, the more people remember you exist.

→ The more they remember you, the more they reach out.

→ The more they reach out, the more stories you have to share.

But it starts with that first post about something that already happened.

Your calendar is a content goldmine. You just have to start digging.

Talk soon,

Chris