Get Leads From Your LinkedIn On Autopilot | Founder @ Hat Tip

If you:

→ Make social content
→ Want to make social content
→ Tried making social content but were unsuccessful

… you’re in the right place.

Truth is, publishing content you’re proud of on a consistent basis is tough.

You get busy. Things come up.

And for most founders, content takes a backseat to whatever fire they’re putting out at their company that day.

That said, its 2025.

Content is king — and the benefits for B2B founders are clear:

→ Drive low-cost brand awareness
→ Generate inbound leads from a new lead source
→ Become a “thought leader” in your space (even though you may hate that word)

And after meeting tons of founders while working in influencer marketing, starting Hat Tip felt like a no-brainer.

You can still benefit from publishing high-quality social content — without worrying about blocking out time to write, being inconsistent, or if you’re making content the “right way”.

Hat Tip handles that for you—while maintaining your voice—through:

→ Bi-weekly content interviews
→ Product and industry-specific thought-starters
→ The will to edit and revise until you’re proud of the content being published

If high-quality, consistent social content sounds like something you’re interested in, DM me or visit the link in my profile to book a call.

Thanks 👋

Christian

📧 christian@hattipagency.com
🐤 Twitter @dibratto

Christian Di Bratto

I'm trying to find the best writers who haven't defaulted to one-shotting posts with ChatGPT. Every time I go to one's profile, I find myself subconsciously looking for these things:

(1) Are they posting their own content?

This doesn't matter as much for other verticals, but being that I'm hiring for writers in B2B social, I want to see what I'm working with. Accounts actively posting automatically "win points" with me.

(1a) If posting, is the content good?

Like it or not, the work displayed on a writer's account often dictates how they're perceived. 

- Is the content well-written, or clearly a ChatGPT export? 
- How well are thoughts formulated?
- How does the writing sound, look, and feel?

(2) Personality.

I want to intentionally curate a culture of people who love working together. As such, I find myself gravitating to people who show a bit of their personality, both in their writing and on their profile (I actually think I am guilty of not doing this as well as I should).

(3) Constant job hopping.

I totally get that everyone has to look out for themselves, but I do hesitate to favor candidates who are in a new job every six to eight months based off their LinkedIn profile.

For what it's worth, I'm sure there are hiring managers and founders that disagree with me on all points, but these are what I've noted about how I subconsciously screen in my own search. 

Figured it might be valuable to writers looking for work.

Founder @ Hat Tip. Founder Brand for startups.

Prediction: PayPal's "Head of CEO" content role paying up to $235k/year is just the start. Soon, we'll see a startup post a much more interesting role:

"Head of Exec Content", "Head of Leadership Content", or something along those lines.

Why?

PayPal and others have figured out the importance and upside of using their CEO's social as a marketing and distribution channel. It's the most personal and relatable way to *truly* connect with your customers.

The next step is to build the motion out across your leadership base, to amplify the company's presence across the platform. If you want to see what this looks like in practice, check out ClickUp, ElevenLabs, and Clay. It feels like they're everywhere on social.

Companies that want to replicate this in-house will hire for a role with the following characteristics:

- $250K+ salary
- 40 hours/week
- Responsible for 5-7 SMEs' content
- Held to social and pipeline metrics

This will work as follows:

- Person in role will interview each SME bi-weekly
- They'll write 3-5 posts per week for each SME
- They'll work with each SME to refine posts perfectly
- They'll post and manage engagement on each post
- They'll report on social metrics weekly

They'll be solely responsible for building the company's presence on social, not through the brand account, but instead their execs.

I know some of these hires have already happened, and you can expect more of the same soon.

Tyler Denk 🐝 revealed how they make beehiiv feel like it's everywhere on social, and the process is laughably simple for B2B companies to copy:

Every time someone positively mentions beehiiv on social, the post gets dropped into a Slack channel for the rest of the company to engage with.

Tyler himself is active on social (he talks at length in the episode about how he used his presence to get beehiiv off the ground), but getting the team on board to help amplify positive mentions is where further alpha is.

I cannot stress enough how easy of a win this is to pick up day-to-day for B2B companies. It takes almost no effort and quite minimal buy-in, but yields incredible results when executed properly.

The ideal set-up for B2B companies to win on social, in my view, is:

1. Founder / co-founder posting 3-5x/week.

2. As many secondary SMEs (from C-Suite -> regular FTEs) supplementing with their own 3-5 posts/week.

3. beehiiv's play to swarm brand mentions.

It will feel like you are "everywhere" to your ICP. Because in their corner of the timeline, you are.

PS - We've built these founder-led content systems for 40+ founders. If you're looking for help with yours, DM me.

Last week, I had a post get 59,115 impressions, 285 likes, and 129 saves. It was a clear winner for me. Here's everything I did to generate pipeline from it:

1. Respond to all comments worth responding to.

Though AI-generated comments are a drag, you should most definitely respond to other, thoughtful comments on your posts. Aside from relationship-building, it of course helps reach.

2. Scanned likes and comments for ICP accounts.

I identified 7 people (so far) who were in my ICP, that I hadn't heard of before, that engaged with the post. 

For these people, I sent them a connection request immediately. Upon acceptance, I'll send a personalized video introducing myself and seeing if they need help with content.

3. Scan followers for ICP accounts.

You'd be shocked at how many people read your post and don't like, comment, or connect with you - but still follow you.

Every time I have a "big" post like this, I go through this list to see if any ICP decision-makers followed me. This time, I found 5 more.

Similarly, I sent them a connection request, and will run them through the same connection + video flow as before.

The point here is that reach is great, but useless if you don't do anything with it. What I laid out here gives you more control over pipeline than simply hoping for inbound from it.

To that point, my team will write your content and identify these people for you each week. If that sounds interesting, DM me.

> Find "Head of Content" at Series A/B startup
> See brand account is flourishing
> See Founder hasn't posted in 6 months

I come across 3-5 of these companies each week. Every time, I'm shocked and somewhat fascinated at the wasted potential, especially considering they've already hired for content.

If you're a Head of Content (or Head of Marketing) that wants to get your founder/co-founders posting, follow this process:

--

1. Define content buckets mapped to each stage of the funnel (TOF, MOF, BOF).

2. Optimize their LinkedIn profile completely. Clean headshot, compelling headline that explains what the company does, banner with social proof, and featured section loaded with case studies and company resources.

(full guide on that here: https://lnkd.in/gq--iNNf)

3. Compile a master list of decision-makers that fit their ICP using Sales Navigator, filtered by job title, geography, industry, and relevant keywords. I'd have someone manually connect with 100 people from this list every week 

(tracker here: https://lnkd.in/eFFv7k9J)

4. Set up recurring bi-weekly meetings with the CEO on Riverside. This becomes our content production engine - consistent, scheduled, and recorded for maximum output.

5. Draft 10 interview prompts before each session. These questions map directly to our content buckets and are designed to extract authentic stories, insights, and opinions from the CEO. Post ideas here should help:

200 post ideas for B2B SaaS founders: https://lnkd.in/gbi2G-U8
200 post ideas for agency owners: https://lnkd.in/gAGPzES4

6. Run the interview like a podcast conversation. I'd encourage the CEO to elaborate, tell stories, and share real experiences. The goal is natural, unscripted content that sounds genuine.

7. Draft 10 LinkedIn posts from each recording. Each post gets mapped to the appropriate content bucket and optimized for LinkedIn's algorithm.

8. Send the drafted posts to the CEO for review (Notion or Docs). I'd ask specifically about tone, voice, and word choice preferences, then log all feedback to reduce edits in future rounds. 

This creates your approved content library.

9. Post the content (each weekday, ideally morning local time) and actively reply to comments to maximize engagement. 

I'd handle the basic comments myself and compile industry-specific questions for the CEO to answer personally.

10. Report on performance weekly using a tracking spreadsheet. I'd monitor impressions, new followers, profile visits, and engagement rates, then summarize everything for easy CEO consumption.

Template included here: https://lnkd.in/eFFv7k9J

Out of space - check comments for the rest of the process.

Each week, I talk to 3-5 Heads of Marketing who are "pushing" their CEO to build a LinkedIn presence. First of all, that's not a great starting point. But if you're in this spot, know these 3 things to ensure it actually works:

1. Success lives and dies with the CEO, not the Head of Marketing. 

Many of the founders you look up to on this platform have help with content, but are actively engaged in building their presence as much as their marketer or agency.

It's more "done together" than it is "done for you".

2. Commit for 90 days, or don't start. Yes, you'll see results earlier. But it will take ~90 days of consistency before they're sustained.

3. Do not outsource what you can't outsource.

Research, writing, connections, and reporting can all be outsourced (with oversight) from you.

But the comments you leave on others' posts AND the DMs you send should absolutely come from you. This doesn't have to be daunting. Even committing 20 minutes per day to this will yield results.

I know this probably isn't the most fun thing to hear, but it is true. Also f you want our 82-page guide on building your founder's presence from 0, comment and I'll DM you it.

Watch me build an AI agent that Slack's me a Sheet of everyone who commented on my LinkedIn posts this week (in 8 minutes):

Below, I build an agent that, every week:

- Searches my posts from the week
- Finds all comments not left by me
- Grabs all the commenter's info
- Sorts it into a Google Sheet
- Slacks me the finished product

...and does it without logging into my account.

CONTEXT

Last weekend, I went down an AI agent rabbit hole and ended up here. By "rabbit hole" I mean binging Jacob Bank and Relay.app's YouTube channel.

I am by no means an expert, but know people who follow me will find this valuable.

WHY:

Everyone's obsessed with outbound signals. LinkedIn engagement (comments/likes) is among the best, but figuring it out manually sucks.

This solves that problem.

Below, I build the entire thing in 8 minutes. If you want me to set this up for you, comment or DM me.

After writing social content for over 40 founders, I've identified what true "good" and "bad" executive LinkedIn presences look like on the platform: 

BAD:

- Analyzes performance post-by-post
- Posts when they feel like it
- Tries to copy big influencers
- Scared to repeat topics
- Scared to talk about their product
- Doesn't reply to comments
- Doesn't leave outbound comments
- Doesn't connect / DM with ICP
- Tries to automate as much as possible
- Searches for "LinkedIn hacks"
- Does content to tick a box
- Writes like 12th-Grade English class
- Indexes on follower count and impressions
- Doesn't get personal / post about interests

GOOD:

- Analyzes performance week-over-week
- Build systems to create content consistently
- Tries to become their own presence
- Repeats topics regularly and tastefully
- Talks about their product the same way
- Replies to comments to further dialogue
- Spends 15 mins per day outbound commenting
- Connects with / DMs 20 decision-makers/day
- Puts the time in and works manually
- Knows the only "hack" is consistency
- Does content because they believe in it
- Writes for social only
- Indexes on inbound, positive DMs, saves
- Talks about interests here and there

Save that and comment any questions you have.

TechCrunch: 3M followers, less than 10 likes/post.
Forbes: 18M followers, less than 100 likes/post.
Microsoft: 28M followers, less than 100 likes/post.

(Btw, Microsoft owns this platform).

People just don't resonate with brand accounts anymore. There's no reason to follow or favor them, and these pages' stats are the best indicator of that.

On the other hand, Satya Nadella (CEO, Microsoft) has less than half the following of Microsoft's brand page, but (literally) gets 100x the engagement (sometimes more).

It's clear where the puck is going, and smart companies have already leaned in.

They're not totally ditching brand account, CNBC appearances, and traditional PR, but they're supporting those channels with thought leadership from founder/exec social channels.

Through this, they're able to tell their company's story in a much more personal way that actually resonates (while being in full control of the narrative they present!).

For your reference, here are a few CEOs/execs executing on this well and consistently:

Ryan Petersen, CEO at Flexport
Harley Finkelstein, President at Shopify
Peep Laja, CEO at Wynter

These people were early. Hell, we're still early. But time is ticking, and CEOs who start building their presences now will undoubtedly have a leg up on competition when they start.

- Signed, an agency owner whose entire life is building these presences for CEOs.

Next 5 years of B2B social predictions:

(1) We see an AI tool/workflow that founders can use to make content that actually* works to make incredible content. No, this does not exist yet.

(2) The middle ground for brand accounts dies. You either NAIL it, or waste your time completely.

(3) LinkedIn's push for video fails. I love certain videos on this platform. But it isn't YouTube, and shouldn't act like it.

(4) Video storytelling becomes the "meta". LinkedIn won't become YouTube, but B2B companies using video storytelling as a differentiator will win (see: Air).

(5) X comes "back". It never left for some founders, but LinkedIn seems to be the default for founders trying to build a presence. We'll see founders find their community there just like they have here. 

(6) Attribution from social gets good. Really good. This isn't a solved problem yet (I WISH it was), but I think it will get done properly soon.

(7) IRL -> URL explodes. AI is driving the cost of content creation to literal $0. Similar to my point about video, companies will lean into in-person events that they can be extremely loud about after the fact on social (Clay, Andreessen Horowitz, and Ramp are already doing solid jobs of this).

(8) 90% of "AI writing tools" fizzle out. I can name 10 of these that are Claude wrappers with a half-decent system prompt and OK UI. There's not much value there. Models are getting so good anyway that I do not see the point in using these.

(9) Both brands and founders lean into Content Series 10x more than they have prior. These are repeatable and can be largely systematized. Varun Anand's in-office interview series is a great example.

(10) We'll see an explosion of visuals like we never have before. Gen AI tools are making it easier and easier to make half-decent graphics for social. Soon, we'll see marketers show off their creativity with never-before-possible graphics to go with the simplest of posts.

(11) On-site, highly-produced video case studies become the norm.

(12) The "Mr. Beast" of B2B emerges.

(13) Someone builds a startup launch / fundraise announcement agency to $5M ARR. They'll own the launch video, corresponding copy, seeded engagement, and gifting to influencers beforehand.

Agree/disagree?

Upwork

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SEO Consultant

👉🏻 Are you facing challenges in enhancing brand visibility and increasing brand awareness?

➠ Do you struggle to:

    - Your brand's social media presence falling flat, despite putting in so much effort? 
    - Etablishing a strong presence on Instagram or Linkedin?
      -Don’t have a content strategy to attract the right audience for your brand or 
       Don’t have time to create consistent content?

I know the frustration of putting time and resources into ads, content creation, and marketing campaigns, only hearing crickets. 🔵 

As a professional Instagram Strategies and Content Creator, I know the pain points of brands that they are struggling with: 

-You have amazing services or products but you don’t have visibility 
-or You’re struggling to connect with your targeted audiences authentically.
-You don’t know what to post to get inquiries from your dream client?

This is where I come in…

🟡 I help busy founders, CEOs, and Coaches like you build 10x online presence, create a strong impact, boost your brand on Instagram, and position you as the go-to person in your industry.

By creating impactful content through leveraging your unique story and expertise,
I'll help you infuse your personality and authenticity into content that both connects and attracts new opportunities straight into your inbox.

🟣 I’ve worked with 75+ clients globally and I’ve increased their 10x online presence and built their brand from scratch with a custom content strategy that is tailored to the targeted audience. 


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🟣 If you feel like your voice hasn’t been heard yet on Instagram or LinkedIn
Or If you have a strong presence on LinkedIn and you want to do the same on Instagram too then DM Me 🤝
Or Book a Discovery call with me. 📌

Link in bio or Featured section.

Thank you for reaching out here. 😍

taplio

The Battle

Christian Di Bratto

Bibi Fatema

Followers

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Performance ScoreChristian Di Bratto's LinkedIn Performance

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taplio

The Battle

Christian Di Bratto

Bibi Fatema

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);}Christian Di Bratto's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreChristian Di Bratto's LinkedIn Performance