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.

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.

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.

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.

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?

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.

taplio

The Battle

Christian Di Bratto

Elenor Hodgson

Followers

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taplio

The Battle

Christian Di Bratto

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);}Christian Di Bratto's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreChristian Di Bratto's LinkedIn Performance