Bruno Erckmam

Marketing Assistant

Definitively solving the client acquisition problem within the B2B service-based space, by building infrastructures that allow businesses to scale predictably by signing clients on demand.

Founder

We partner with B2B Service-Based businesses to build, nurture and convert audiences, ultimately transforming attention into revenue

Founder-led social content for B2B companies | Driving business growth through Founder-led Marketing & Personal Branding | LinkedIn Ghostwriter & Personal Brand Strategist

Ironically, I wasn’t always a fan of LinkedIn. The self-promotional and often cringe-worthy content put me off spending much time there... But now, I create LinkedIn content for a living. 😆 What changed?

In 2023, I noticed the poor quality of content dominating the platform. The feed was full of “experts” and stale company posts.

However, I was drawn to a few founders sharing their valuable insights, opinions and genuine journeys along the way.

This sparked something: every founder & subject matter expert should be building brand awareness for their business through their personal profiles.

After successfully building up a client's founder profile and also my own, I was convinced that this is THE playbook for B2B social content.

So, I launched our Founder-Led LinkedIn content creation service.

Since then, I’ve witnessed the incredible impact that building a personal brand on LinkedIn can have on a business (watch our Case Studies). It’s safe to say I’m a convert..

As a Content Strategist & Writer, I work hands-on with clients, backed by my talented Video Editor and Graphic Designer.  

Our mission is to help brilliant founders tell their story, share their expertise, and grow their business through building a presence on LinkedIn.

Interested in launching a founder-led content motion for your company? Drop me a message.

Elenor Hodgson

Starting to post on linkedin as an early-stage founder is not the ONLY way you can start building your founder brand. One of the most underrated ways to kick it off is starting a podcast (or an interview series), with the founder as the host.

The main goal here is to create a content series around the topic that your target customer actually wants to consume.

And yes - podcasts aren't new. They do get discussed in strategy meetings, but then get pushed aside. Perhaps it feels like it’s too early to start one. Hard to scale, hard to see results, and yet another thing to add to the founders calendar? 😬

Okay fair, but also… short-sighted, as it enables a bunch of things at once:

- Amazing outreach tool (reach out to prospects and get replies as people are keen to seen as experts)

- Infinite amount of content (short form clips, linkedin posts, blog, newsletter…)

- Founder can finally post consistently on LinkedIn (no more excuses - it’s already captured)

- Great for building trust (trust by relation, by being visible, by leading convos)

- As feeds get noisier, people want depth - podcasts enable that

- Build an engaged community around it (community is the buzzword of 2026 lol, but rightly so)

It’s a long-term play, does take effort and isn’t easily scalable. But that's brand. It's something that compounds over time.

P.S. We’re supporting a few clients with podcast production - from editing and clips to captions and distribution, depending on how much support they need.

If you’re an early-stage founder/marketer and it’s been on your list BUT you haven’t got around to it yet, drop me a message.

Founder-led content for B2B tech startups. Turn your founder and team expertise into LinkedIn content your buyers care about. Trusted by startups backed by Seedcamp, Creandum, Speedinvest & more.

Early 2025, I bought into the AI wILL rEpLaCe ALL mArKeTeRS talk way too much. Had a lot of self-doubt at the beginning of the year, overthinking about what the future holds and getting caught up in all the AI fear-mongering. 

The funny thing is this fear was not fueled by anything my clients said or did but rather by scenarios I myself made up in my own head. 

Clients were happy and business was doing great but I couldn’t get over the fact that the change that is coming felt imminent. It took me a good few months to get over this mental hurdle it and start focusing on things that I can control.

Delivering great work. Being easy to work with. Taking initiative. Learning new adjacent skills. But mainly just always being 110% in the corner of any founder who has decided to work with me.

What’s actually happened is I’ve been able to do MORE and support clients with wider set of services which all link back to building their profiles and visibility. 

There are SO many brilliant tech founders and teams building amazing products that need their stories seen and heard. We make it happen through linkedin content & ads, podcasts, video content, and more. TRUST is everything - and content is the best way to do it at scale.

So the second half of the year brought so much more clarity and confidence in what I’m doing. My work is needed and in demand. There is huge value in being visible. That will not change. BUT yes - HOW we get the work done is now changing constantly with AI, and I’m always learning and not getting stuck in my ways.

Adapt, evolve, keep delivering, be reliable and don’t overthink it. That’s the energy I’m taking into 2026. Excited for the year ahead 💥

ps. few pictures from our family break in Estonia! ❄️ Hope everyone had a lovely Christmas and New Year 🎊

There's been a ton of hype around founder-led content, esp in the last ~12 months and I’m sure it will continue into 2026. Every marketer wants their founder posting on LinkedIn. BUT if you're a startup founder, LinkedIn probably feels like one more thing you should be doing but realistically won't have time for. 

But let me reframe what “LinkedIn content” actually means in practice.

You're already telling your story to prospects, investors and talent. Sharing your vision, leading your team on a daily basis. If you're viewing LinkedIn content as this huge time-suck or burden of "Oh great, now I need to sit down and CREATE content" - realistically, you won't have time for that. 

A surprisingly simple lift here is having a social-minded marketer in your corner who you can trust, who has a good overview of what's happening in your business, in your meetings, in your day-to-day. 

Someone who can take those insights and pull them together into posts on a strategic cadence. And someone who prods you to reflect more frequently as well and share a bit more from your personal life too (even if it feels uncomfortable🙂). 

You're really not inventing anything new here. You're just making the interactions you're already having every single day public. 

It could be that you just had a really great sales call where the prospect clicked with how you positioned the product. 

Or a customer meeting where they shared in detail how your product has changed the way they get their work done.

Or a team meet with growth stats that you should shout about to share your momentum.

Or something you’re seeing in the market that’s concering you or pissing you off. 

Endless sources of content is already happening in your day-to-day. Have someone own the process - to gather all of this together, decide what’s worth sharing, what’s the story, get more input, and get it out there.

You’ll find the whole process much easier if you see LinkedIn as an extension of the work you’re already doing, rather than another task on your plate. 

p.s. the photo accurately represents how much fun doing all of this is! 😆

In 2016, I was 22 and vlogging my year abroad studying and interning in China. It was the year I started focusing on my passions - content creation and social media, and then turned that into an actual career path. Wild looking back, but that year set everything in motion for me.

(for context - there’s a trend happening where people are doing throwbacks to their life 10yrs ago - so ofc I had to do the same)

It was kinda bold (and random) to pick Chinese as my degree when I started uni in 2013. 😆 I saw it as a challenge and something different. A big pull was also that the course included a year abroad in China.

And that year abroad landed to 2016.

A year off graduation, and in the middle of really figuring out what I want to do with my life.

Chinese was a fun challenge but not my passion.

So I started to lean into things that I really enjoyed - creating videos, photography and also lined up a couple of marketing internships at startups. I was starting to realise social media and content creation is something I could actually build a career around.

Looking back, here’s my two main learnings from that time that I probably haven’t even articulated to myself, but have always known subconsciously since. They’re very much centred around how I live my life now.

1/ You don't need permission to start.

I just started doing the thing I was drawn to. Filmed my year abroad experience - daily life in Shanghai, trips to Hong Kong and South Korea. Got tens of thousands of views on Youtube and Bilibili (Chinese YT). It was a ton of fun. 

For summer 2016, I cold emailed tech startups and asked if they needed help with marketing. Landed two internships. Gained lots of experience across different tasks - writing blogs, Google Ads, social posts, graphics, and even growth hacking on Reddit.

I took it to my own hands to set myself up with opportunities that would help me figure out what I want to do. Not waiting for something fall in my lap but by actually doing the thing. That was further proof to me that I can 'just do things'.

2/ Follow what actually brings you joy. 

I kept creating content, getting more advanced with editing, upgraded my equipment over time and got really into it. Didn’t even realise it at the time but I was building my personal brand - I had a carefully curated travel photography and video feed on Instagram, plus had dedicated hours into creating a few short travel films.

That portfolio that I had been building since 2016 helped me land my first job out of uni doing video editing & working with travel brands across the world.

That was further proof that you can consciously design where and how you want to be in your life - it might take 6 months, a year or even longer of inputs before you can reap the rewards though. Anything worth having takes effort and persistence.

Yes - cliche lessons perhaps 😅 But isn't that just life. All the cliches are true but we all have to learn them through our own unique experiences.

There’s a misconception that a founder posting content on LinkedIn is just a brand play. That it’s just fluff. A nice-to-have. What I’ve found to be true is complete opposite.

Organic LinkedIn content posted from the founder's profile complements ABM extremely well. BUT you have to approach it as a GTM channel combining organic founder/exec content with LinkedIn ads.

Here’s a playbook I am testing with clients atm with great early results:

(1) Publish consistently from the founder's profile

The founder/CEO posts 2-3x per week across three pillars: industry expertise/insights; company & product highlights; personal stories. The content is derived from content calls, podcasts, voice notes and talks. The main thing is that it’s centred around what their ICP cares about - and told authentically, showcasing expertise and real stories.

(2) Run Thought Leader & Demo Ads

Use LinkedIn Thought Leader Ads to deliver the organic content you're creating directly in front of your exact ICP. This means your content shows up on their feed via the founder not the company = much higher CTRs.

This is done by building a target account list (typically 500-5000 companies, filtering down by specific job titles: your buyers, champions, stakeholders). Over time, they start seeing you as the expert who can solve their specific problem.

Now layer in ‘book a demo’ ads towards most engaged audiences to drive inbound requests. 

With Fibbler you can see exactly how many times a company engaged with or was served your content before becoming a deal in your CRM, so you can measure how your content influences pipeline.

(3) Signal-based & warm outbound

With consistent organic content and with ads serving your content to your ICP, you are now able to collect a bunch of valuable signals: ICP liking your organic posts, thought leader ads, visiting your website, downloading content, or companies showing high engagement with your content.

There are some great tools available to automate collecting the signals and running outbound:

Jungler for scraping post engagements & topic listening
Vector 👻  for website deanonymisation
Clay for filtering out ICP
HeyReach.io to run outbound sequences combining LinkedIn & email
_

So - did I just argue that organic LinkedIn posting works really well because of paid. Yes 🙃. But if you want to actually invest into LinkedIn as a GTM channel - you need combine both under one: thought leadership content from the founder/team + Linkedin Ads.

You can do both separately and they work well, but if you want it to work GREAT (ie consistent inbound requests), then the power of doing it as one aligned motion trumps anything you would be doing separately.

I find this all FASCINATING, and running this has led me to produce the most tangible value that I ever have for clients so no doubt I will be posting more about this as I learn & experiment.

Follow along as I perfect the ‘LinkedIn as a GTM channel’ playbook for B2B tech startups👩🏻‍🍳🧪

taplio

The Battle

Bruno Erckmam

Elenor Hodgson

Followers

Posts

Engagements

Likes

Performance ScoreElenor Hodgson's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Bruno Erckmam

Elenor Hodgson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Elenor Hodgson's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreElenor Hodgson's LinkedIn Performance