Building Brands for B2B Tech Founders that turn into multi 6-figures in their sales pipeline

$15,400,000 in influenced pipeline for our B2B founders & CEOs.

→ The best product doesn’t always win, visible ones do.
→ Your competitors are building authority while you’re stuck in the shadows.
→ You’re missing 6-7 figures because you’re not top of mind.

We fix that.

Our branding approach turns B2B tech founders and CEOs into industry authorities - amplifying visibility, driving revenue, and shortening sales cycles.

→ Reach your ideal buyers
→ Close deals faster
→ Attract PR & podcasts
→ Find investment deals
→ Boost employer branding

The Results Speak for Themselves:

💰 $320K deal closed 70% faster through LinkedIn content.
💰 $93K in paid ads saved with a single LinkedIn post. 
💰 $1.8M in funding secured after building the founder’s brand.
💰 800+ CTOs reached in a single post, hitting their exact ICP.
💰 $3.2M in pipeline influenced in 2024 alone.

Trusted by Founders & CEOs from:
Metadata, Hootsuite, ClickFunnels, PostPilot, Mighty Networks, Zakeke, and 35+ more.

What they say: 

⭐ “Filipa helped me scale my social presence, structure my posts, and have real industry conversations.”
— Gil Allouche, CEO @ Metadata.io (Inc5000, Series B)

⭐ “Filipa helped me turn my experience running ClickFunnels into content that performs, get on relevant podcasts, and scale my brand.”
— Todd Dickerson, Co-Founder @ ClickFunnels ($100M+ SaaS)

⭐ “People finally see us again. They see my company, they see me. And that’s why suddenly people reach out to us again… which is pretty awesome!”
— Leopold, CEO @ Amsterdam Standard

Filipa Canelas

I JUST spent $500 on books.

Call me crazy, but I couldn’t think of a better investment.

Some of these books were recommended by cool CEOs and marketers I adore.

Others I've already read but want to own a physical copy and re-read 
(anyone? no? ok.)

Here are (some) of the books that arrived: 

→ The Future CMO by Joeri Billast
→ Made to Stick by Chip Heath and Dan Heath
→ Audacious: How humans win in an AI marketing world by Mark Schaefer
→ How AI Changes your Customers by Mark Schaefer
→ Make it Punchy by Emma Stratton
→ Almost Timeless: 48 foundation principles of generative AI by Christopher Penn
→ The Visual Marketer by Jim MacLeod
→ Contagious by Jonah Berger
→ B2B PR that Gets Results by Michelle Garrett


Screenshot, save, fuel your own book addiction...

and buy these great books. 

.
.
.

p.s. I’m the type that finds a random "free books" box in New York… and of course takes some home 😳

Building & Scaling Brands for B2B SaaS CEOs you follow on LinkedIn® that turn into millions in influenced pipeline

Your LinkedIn hook matters.

(but not for the reasons most claim). 

If your audience can’t see themselves in the first two lines, you’ve lost them.
 
In B2B, hooks work when they signal relevance + specificity + differentiation. 

Here's how to do it  👉

Unreplicable LinkedIn Hooks for B2B 

THIS IS DANGEROUS ADVICE: "Buyers need to see you at least 13 times before they reach out"

But NO buyer is thinking: 

"hey, that's the 9th time I've seen them post, only 4 more to go."

Plus, they aren't just seeing 13 touchpoints from you...
 
They're seeing 13 from you, 13 from your competitor, 13 from the 4 other vendors on their shortlist.
 
That's 78 messages... saying some version of: 

→ "We're the #1 platform for..." 
→ "Our customers see 3x improvement in..." 
→ "Here's why [category] matters in 2026"
 
You showed up 13 times and your buyer still can't tell you apart from the other 5.

The 13 touchpoints advice creates the exact problem it claims to solve.

It tells every company to post more. 
So every company posts more. 
So every buyer sees more of the same. 
So no one stands out. 
So you're told you need... more touchpoints.

Show up, but show up differently.

One post with a POV your competitors would never publish beats 13 that any of them could have.

"Only we could have said this." 
This is the goal.

“LinkedIn is just too saturated.”


At least that's what your CEO said after publishing 3 times 😬

Why do we hold content to a standard we'd never apply to any other marketing channel?

Nobody kills ads because one creative flopped… you test until something hits.

Nobody abandons outbound after 50 emails go unanswered… you adjust and keep going.

But one post underperforms and suddenly:

“Our audience isn't here.”
"This platform doesn't work for our vertical.”
“I was born ahead of my time.” 🤣

Truth is, you know very little of what's happening when you post. Your content might have been saved, forwarded in Slack, read by buyers who won't engage publicly, or indexed by ChatGPT.

So the goal is building multiple touchpoints not ‘closing a deal’. 

Most attempts won't hit or hardly move the needle. But that’s how any marketing initiative works.

Don't kill the strategy because you're not getting the dopamine you expected.

Trying to unlock resources to commit to LinkedIn? Here are the reports from LinkedIn + Edelman, 6sense, Forrester & TrustRadius to build the business case.

𝟬𝟭/ 𝗧𝗵𝗲 𝗘𝗱𝗲𝗹𝗺𝗮𝗻-𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗕𝟮𝗕 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗜𝗺𝗽𝗮𝗰𝘁 𝗥𝗲𝗽𝗼𝗿𝘁

→ 53% of decision-makers say high-quality thought leadership helps them convince C-level executives to support their choice of vendor. 

→ 73% of decision-makers say thought leadership is more effective than traditional marketing materials.


𝟬𝟮/ 𝗧𝗵𝗲 𝟲𝘀𝗲𝗻𝘀𝗲 𝗕𝟮𝗕 𝗕𝘂𝘆𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗥𝗲𝗽𝗼𝗿𝘁 𝟮𝟬𝟮𝟱

→ Buyers choose from one of the four vendors on their Day One Shortlist 95% of the time.

→ In 2025, buyers initiated 79% of engagements.


𝟬𝟯/ 𝗧𝗵𝗲 𝗙𝗼𝗿𝗿𝗲𝘀𝘁𝗲𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗧𝗿𝘂𝘀𝘁 𝗦𝘂𝗿𝘃𝗲𝘆

→ 77% of purchase influencers consider brand awareness as the key factor in whether they trust an organization.


𝟬𝟰/ 𝗕𝟮𝗕 𝗕𝘂𝘆𝗶𝗻𝗴 𝗗𝗶𝘀𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝗥𝗲𝗽𝗼𝗿𝘁 𝗯𝘆 𝗧𝗿𝘂𝘀𝘁𝗥𝗮𝗱𝗶𝘂𝘀 

→ 78% of buyers choose from brands they already know, that number jumps to 86% for enterprise buyers.

.
.
.

Stack these reports together and send them to your CEO to build internal consensus for branding initiatives.

LinkedIn and Ipsos surveyed 1,500 B2B marketers. Here's what they found and what it means for your B2B marketing strategy:

93.7% agreed that trust is the most important factor in B2B brand success.

And when asked what builds that trust:

→ Brand recognition > competitive on price by 4x
→ Customer endorsements > cutting-edge innovation by 2.2x
→ Long-term relationships > flexible terms from newer entrants by 71.7%

And yet, most marketing teams are under constant pressure to report on metrics that don't fully capture what trust-building looks like. 

Because the activities that build the deepest trust - peer validation, executive credibility, category recognition, repeated exposure - are rarely the easiest ones to attribute. 

But that doesn't make them less real or less worth protecting in your budget.

This only reinforces why LinkedIn remains one of the most powerful platforms for building B2B trust. 

(yes, even with overall impressions being down). 

Every lever you have on the platform is pointing in the same direction:

→ Executive and CEO visibility 
→ Employee advocacy 
→ Targeted outreach 
→ LinkedIn ads

... Trust.

When all of those are working together under a coherent strategy, each one makes the others more effective.

Trust takes longer to build than a campaign, but it outlasts any campaign too.

Most CEO content fails for the same reason most people can't cut their own hair.


You're too close to see what's wrong.

Building your company's brand is one thing.

Building YOUR OWN brand?

That's where it gets nearly impossible to do alone 😬

It's your name, face, opinions, reputation, social circle. 

And when it's about you, it's almost impossible to see:

- Where you sound different (vs where you think you do)
- Which stories buyers care about (vs you care about)
- What's a bold take (vs what's just comfortable)
- When you're being strategic (vs when you're just posting)

Being objective about yourself is really, really hard.

Marketing teams tell me:

“Our CEO crushes it and we see the potential, but extracting and positioning our CEO’s brand requires dedicated focus that's hard to carve out when we’re running 50 other initiatives.”

So when we start working together, they shift to: 

"Working with you helps us see things we couldn't see on our own."

And that's the whole point.

When you're 100% inside - whether you're the CEO or the marketing team managing everything - it's hard to step outside the bubble.

A podcast episode is not a one-time marketing play. Here's what happens when you treat it as a content asset instead:

A client's guest episode launched at the end of 2024. We're now in February 2026 and this founder is still getting DMs from people who found and listened to the interview.

... 14+ months later.

(and if you Google the founder's name, the episode pops up)

This is the value of a content asset. 

→ It gets shared in places you can't track
→ It keeps working years after it's published
→ It earns real estate in key channels
→ It turns into LinkedIn posts, emails, blogs, and collateral for sales. 

But this doesn't happen by accident. 

We built a strategy to get this tech CEO on the right podcasts by leveraging his unique POV, experiences and proprietary data.
 
All mapped before hitting record.
 
And it led to a content flywheel: Podcast → LinkedIn → newsletter → sales enablement → stronger brand → more invitations
 
One content asset fueling the next, and the next.
 
Content assets 🫶

I JUST found the simplest way to pressure-test your B2B content with AI. 

I was reviewing a client's top-performing posts last week to find some patterns and key learnings. 

So I ran an experiment.

I took one of their strongest pieces and pasted it into Claude with a simple prompt: "rewrite this for clarity and professionalism."

What came back was… clean, smooth, harmless, 

boooorrrring.

"Hum... this just gave me an idea."

The generic version AI spat back was completely stripped of everything that made the original work.

So what if we take everything AI stripped away - the sharp phrases, specific language, opinions with edge - and build a "do not touch" list?

→ Bold claims AI made "safe" are the words carrying your positioning.
→ ICP-specific language that suddenly sounds broad is what was landing with your buyers.
→ A differentiator that now sounds like every other B2B company is what was making you, you.

Now feed that back into AI with clear instructions.

DO NOT TOUCH LIST:

→ These phrases stay exactly as they are 
→ This tone is intentional
→ These opinions are positioning, don't soften them 
→ This language targets our specific buyer, don't broaden it

And just like that, you have an AI that works with your voice instead of against it.

Super productive 30 minutes.

Here's my process to get your CEO posting on LinkedIn after helping 40+ B2B brands drive millions in pipeline: 

𝗧𝗵𝗲 𝗘𝗔𝗦𝗬 𝗣𝗔𝗥𝗧:
(often sold as the only thing you need) 

01/ Gather existing content (interviews, articles, slack notes). Find stories, POV, and experiences.

02/ Based on that initial knowledge, come up with questions.

03/ Book a 20-40 min call with the CEO to get raw material (record the call).

04/ Create 3-5 posts for LinkedIn. Use their own words, come up with a strong hook and incorporate visuals (screenshots, graphs, etc).

05/ Get the approval and post for them. 

06/ Build a content database from the CEO's insights, aka content flywheel. 

This is the “checklist”. 

But it doesn’t prepare you for the challenges you’ll likely face… 


𝗧𝗛𝗘 𝗛𝗔𝗥𝗗 𝗣𝗔𝗥𝗧:

1/ CEO wants to talk about everything. Sales, hiring, family, product, building, hobbies, books, movies. You need a strategy to get them focused. 

2/ CEO feels she/he being too repetitive. Explain them: 

→ only 10-20% of their followers read it; 
→ they don’t remember anyway; 
→ repetition builds trust; 
→ LLMs like repetition too;
→ if a topic resonates, it’s a sign you need to bring it up more often. 

3/ Sales & product alignment missing. CEOs do not know every single thing happening in the business. If you need specific insights about customers, objections, case studies, etc you need to involve mkt, sales, product.

4/ CEO gets tired of content. If the strategy isn’t delivering results or if expectations are set unrealistically high - whether due to overpromising in your pitch or comparisons to LinkedIn gurus claiming to generate 200+ leads in a day, you need to help them see the bigger picture and/or update strategy. 

5/ Many CEOs think posting content is enough - but "post and ghost" means it'll take much longer to grow. This is especially true when your CEO has a small network or little social presence.

6/ Do you have the guts to disagree and say no? If not, you're better off collaborating with someone who can challenge ideas tactfully without stepping on toes.


Here's the reality...

I've seen countless LinkedIn initiatives launch with enthusiasm, only to be phased out when "more important things" come up. (most don't even last 3 months).

But the CEOs brand is that important. 

Besides pipeline, authority, influence, awareness... i've seen it unlock MAJOR opportunities that no other channel could. 


If you have the budget, work with a partner with experience and guts to take this to the next level, DM ✌️

Ever tried picking a restaurant for a group of 8?

Everyone has opinions, nobody wants to decide. 

Someone eventually sends a link in the group chat and says “I’m booking this one” and that's where you're all going.

Same with B2B buying committees.

Gartner says the average B2B deal now involves 6-10 decision makers. They don't all sit in a room and Google vendors together. They research separately, have different opinions and some have no opinion at all until they sign the invoice.  

But you can’t build an audience addressing 6-10 roles.

(you'll end up speaking to no one).

Instead, focus on arming 1-2 champions with so much trust - in your team, approach, software, ability to deliver - that when they put your brand name forward, nobody has much to argue against. 

The kind of trust worth staking their credibility on.

Just like the friend who finally books the restaurant.

Create Content that Sells | Content Strategist & Demand Gen Marketer @contactstudios → SEO, Content and Video for Online Businesses

Content changed my business' trajectory and my life.

It's the growth lever behind every client success story I'm proud to tell.

I firmly believe it's one of the best things you can do for your growth.

It's how you build trust and a reputation in your industry at scale. 

What I call: Content-Led Growth.


At Distinctiva we help you build your content strategy from the ground up.

With content & creative strategies, copywriting/ghostwriting, design and video editing/animation. 

You have the whole package to grow on platforms like LinkedIn, Newsletters and YouTube.

We create across all formats - from text, videos, carousels, one-pagers to full content machines that compound over time.

The results?

• Clients going from unknown to 10K followers in 3 months
• Some approaching 80K (more than I have!)
• YouTube channels hitting 6K views on their 2nd video
• Newsletters with 60%+ open rate in every single issue
• Millions of impressions, hundreds of podcast invitations
• Posts ranking #1 in Google Search

Best part?

Their content is one of the main sources of revenue. 

• One attributes 80% of their leads to LinkedIn Organic.
• Another credits LinkedIn as their top referral source (3x'd their website traffic!).
• Another scaled from $1.2M to $3.6M ARR through LinkedIn alone.


I only accept a limited amount of clients a quarter. And make sure I'm behind your strategy always. 

I don’t believe in massive hiring and scaling because I prioritize lean, focused teams that drive impactful results.


Thinking this might be right for your business?

Let's hop on a call and figure it out together. 

I'll take a look at where you're at, where you want to go, and we can map out if content could be your growth engine.

And hey, if content isn't the right fit or you're looking to grow on other platforms, I'm happy to point you toward the right people who can help.

Diandra Escobar

I'm launching a YouTube channel !! 

After 3 years of building LinkedIn strategies for clients and sharing what works here, I'm taking it to my own YouTube channel.

First upload: "If I started on LinkedIn from zero in 2026, here's exactly what I'd do."

This isn't recycled advice from 2022 when LinkedIn was a ghost town. It's the actual playbook we use at Distinctiva with clients across different industries and ICPs.

Here's what I cover:

→ The mindset shift that changes everything
→ How to optimize your profile like a landing page
→ The 4-part content funnel we use with every client
→ Why comments matter more than posts when starting
→ How to extract content instead of creating it
→ Finding your actual point of view (not what sounds smart)

This is 16 minutes of strategy pulled from real client work. The stuff that's actually working right now, not theory.

If you've been thinking about taking LinkedIn seriously in 2026, this is your starting point.

Subscribe here: https://lnkd.in/d8BUX-J5

Your support would mean the world.

Let me know what you think :)

Building content machines | Founder, Distinctiva.io - Organic Content Production House | Content Strategist | Speaker

I got interviewed by Forbes, Blic Biznis and Bloomberg for national TV...

All in one day.

And no, I didn't wake up with a PR team or a media strategy.

Here's how it actually happened.

I went to a conference in Belgrade. Showed up, talked to people, stayed curious.

But rewind further.

That conference happened because one day I chatted with someone who recommended me to someone else… who is now my client.

That client happened because one day I decided to start posting on LinkedIn. Terrified. No followers. Celebrating 10 likes like I'd won the lottery.

And that happened because someone close to me was already posting and I thought… if they can do it, maybe I can too.

None of this was planned.

There was no master strategy. No 5-year media roadmap. Just a series of small decisions that kept stacking on top of each other.

One post became a connection. One connection became a client. One client became a conference. One conference became Forbes, Bloomberg, and Serbian TV on the same Tuesday.

Life's opportunities are a compounding effect.

You don't see the return on day one. Or month one. Sometimes not even year one.

But every time you put yourself out there (even when it feels like nobody's watching) you're adding to the stack.

The interview didn't start in Belgrade.  It started the day I hit "post" anyway.

P.S. If you're ready to finally hit that post button, I'm breaking down every strategy that got me here on my YouTube channel: https://lnkd.in/d8BUX-J5

Friday I spoke at the Microsoft centre for the unlockit conference...

Topic: How to Build a Content Engine That 3X Your Growth.

I didn't just talk about content flywheels at the Microsoft centre on Friday. I built one on stage.

The presentation itself was the flywheel in action:

→ Growth: The hook about how AI rewrote the rules
→ Authority: The framework (4 content buckets, 1:8 ratio)
→ Personal: My story of getting fired and building a six-figure agency
→ Conversion: Booked calls, YouTube subscriptions, newsletter signups

One insight. Multiple formats. Each with a different job.

Repurposed into: this post, future posts, youtube video, blog, newsletter.

The shift from content calendars (start from zero every time) to content flywheels (each piece feeds the next).

The 4 buckets we use with every client:

Growth (40%) - brings new eyes
Authority (30%) - builds trust
Conversion (20%) - drives action
Personal (10%) - makes you human

Not from one viral post. From the system.

Thanks to everyone who came up after to chat. Your questions made it even better.

And special thanks to Vukasin Vukosavljevic for thinking of me for this opportunity.

And to Cam Trew for being the best supporter.

The highlight was definitely meeting these amazing humans...

Bojana Vojnović, Bojana Petkovic, Enrique Hoyos, Ravish Agrawal, Tanja Kuzman, Mina Draskovic, Briana Dilworth, Nick V., Marija Jevtić, Sasa Popovic, Sarah Finegan, Cristina Ispas, Nenad Pavlov

Thank you Belgrade, you showed up. 💙

I went through all 9 pages of LinkedIn's Algorithm research paper so you don't have to. (watch this If your reach dropped)

They killed your reach on purpose and rebuilt everything from scratch.

Why? Fake engagement was destroying the platform. Bots, pods, clickbait. LinkedIn needed AI to spot what's real.

Everything you thought worked doesn't anymore.

Here's what I cover in my latest YouTube video:

→ How the old system worked vs. the new one
→ What LinkedIn's AB tests revealed about who wins now
→ Why that blocky, unformatted post got 85K impressions
→ The exact engagement signals the AI tracks (hint: it's not likes)
→ Why smaller accounts (5-10K) now outperform bigger ones (25-50K)

This is 18 minutes of strategy pulled from LinkedIn's own engineering team.

Plus data from 50,000 posts that proves execution now matters more than audience size.

If your reach tanked and you're wondering what changed, this breaks down exactly why it happened and what actually works now.

Watch the full breakdown here: https://lnkd.in/dDY5xkwM 

Drop a comment if this changes how you approach your content.

I stole my way to $1M on LinkedIn.

(here’s how)

There's a line in "Steal Like an Artist" that changed how I build content.

And it's how I went from fired at 23 to building a nearly $1M agency by 25.

All from one platform. All from content I stole.

But here's the thing: stealing doesn't mean copying. It means collecting from everyone who figured something out before you, studying how they think, and making it yours.

”You don't want to look like your heroes, you want to SEE like your heroes”

That's exactly what I did. And it's what I teach every client.

Here's what I cover in my latest YouTube video:

→ Good theft vs bad theft (and why most people get this wrong)

→ The 3 sources to collect from (sales calls, docs, expert interviews)

→ Why obscurity is actually good when you're starting

→ The exact 5-step framework: collect, copy, transform, adapt, compound

→ The workflow we use at Distinctiva to extract expertise at scale

This is 10 minutes of strategy pulled from building real content systems for B2B companies.

Not theory. The actual process we use to turn founders and executives into recognizable voices in their industry.

If you've been stuck trying to create "original" content from scratch, this will completely shift how you approach it.

Watch the full breakdown here: https://lnkd.in/dzEGi9c3

Let me know if this changes how you think about content.

A $20K/month client found me through LinkedIn.

But not how you think.

Not my content. Not ads. Not outreach.

LinkedIn SEO.

They literally searched for what I do and my profile showed up first.

Here's what happened: They typed their exact problem into LinkedIn's search bar. My services section was optimized for those keywords. They found my profile, scrolled my content, and reached out.

No pitch. No funnel. Just pure discoverability.

They were already in buying mode. Already looking for help. And because my profile was set up right, I was there exactly when they needed me.

If you're ignoring your profile while chasing the next content hack, you're leaving money on the table.

Here's how to fix it:

→ Your headline needs keywords, not just titles (mine: "content machines | content production house | content strategist… etc")

→ Your services section is searchable gold (I selected "content marketing", "content strategy", "ghostwriting", "social media marketing"… etc)

→ Your about section is a sales page with natural keywords tied in (ex: pain point first, then solution, proof, CTA)

→ Post consistently around your keywords (LinkedIn associates you with those topics over time)

That client has been with us for 18 months now.

One profile optimization. Hundreds of thousands in revenue.

"I REPLACED MY TEAM WITH 40 AI AGENTS" is a scam.

Sara and I have been interviewing top marketers for months.

That claim? Scammiest thing ever.

People aren't even automating ONE workflow entirely.

Here's what we're actually finding:

→ Everyone's still manually fixing AI outputs
→ Most people aren't even automating ONE workflow entirely
→ The "AI gurus" selling courses can't show real implementations
→ The smartest marketers are using AI for specific tasks, not replacing humans

The gap between the hype and reality is massive.

These interviews are eye-opening because the people actually doing the work aren't making wild claims.

They're honest about what works and what doesn't.
They're using AI to speed up research, draft outlines, repurpose content.
Not replacing entire teams.

The truth? AI is a tool that makes good marketers better.

It's not a magic button that runs your entire marketing operation while you sip margaritas on a beach.

If someone's selling you that dream, run 🚩

We're documenting real workflows from real marketers who are actually in the trenches at The Workflow.

Real workflows here: theworkflow[dot]digital

Speaking at unlockit conference next week in Belgrade!

Why this one hits different for me:

800 founders. 100+ speakers. All focused on scaling from CEE to global markets.

I built Distinctiva from Colombia. A market where you don't have endless VC money or massive budgets.

You just figure it out.

That's exactly the energy I see in the CEE ecosystem.

And honestly? It's why I've been to the Balkans so many times. I feel it every time I'm there.

These aren't people posting about growth. They're actually doing it.

Nick V. and Vukasin Vukosavljevic are prime examples. Resourceful operators who build with constraints.

Limited budgets. Smaller markets. Less access to capital.

So they get creative. Move faster. Execute without the fluff.

That's the kind of founder I relate to.

I'll be speaking at the Marketing Growth Session sharing what's actually worked at Distinctiva:

→ Real strategies we use with clients
→ Systems that drive results
→ Client outcomes (not theory)

No hype. Just what moves the needle.

If you're building in CEE or thinking about expanding there, this is worth your time.

See you in Belgrade.

Colombia in the house. 💛

Details at unlockit[dot]org

He had only posted once. Ever… Before working with us.

This guy has led marketing at some of the biggest names in the industry.

His reputation offline? Respected.
His LinkedIn presence? Invisible.

So we started coaching him.
30 days later, one post hit 669,000+ impressions.

Here's exactly what we did ↓

From Zero to 669K LinkedIn Impressions in 30 Days – Case Study

Want to grow on LinkedIn fast?

Focus on two types of posts:

Newsjacking and brandjacking.

- Newsjacking: report trending news or industry events. (try to be one of the first to report it).

- Brandjacking: piggyback on big brands when they're already trending.

It's how you steal attention without building an audience first.

Both fall under growth content (one of four categories alongside personal, conversion, and authority posts).

Here's why they work:

→ They ride the wave of trending topics and brand moments
→ They tap into existing conversations people are already having
→ They get you in front of new audiences searching those topics

But here's the catch most people miss.

Don't just report the news. Don't just comment on what everyone else is saying.

That turns you into a news source, not a thought leader.

Instead, add your unique point of view:

→ How does this trend relate to your work?
→ What insight can you share that others aren't seeing?
→ How does your experience give you a different angle?

Example: Everyone's talking about a new AI tool launch?

Don't just say "New AI tool dropped, check it out."

Share how it impacts your clients, what problem it actually solves, or why the hype might be missing the point.

Your perspective is what makes growth content valuable.

The trend gets people to stop scrolling.

Your take is what makes them follow you.

⚠️ Now, quick reminder: Don't only post growth content.

You still need the other three categories in your mix:

→ Authority posts establish your expertise and credibility
→ Conversion posts turn followers into clients or subscribers
→ Personal posts build connection and trust with your audience

Growth content brings new people in the door. But the other categories are what keep them around and turn them into buyers.

If you only post growth content, you'll get reach but no relationship.

Balance all four and you'll build an audience that actually converts.


PS: I explain the content funnel (growth, authority, and personal) in my YouTube video: "If I Started on LinkedIn from 0, Here's What I'd Do"

This workflow runs hundreds of partnerships at Wix.

And it all runs from one ChatGPT conversation.

Sarah Adam, head of influencer marketing at Wix, built a workflow that cuts all of that down to a single ChatGPT session.

She doesn't spend hours finding influencers anymore.

She runs hundreds of creator partnerships a year. This saves her 2-4 hours per campaign with better results than doing it manually.

Here's how The Influencer Discovery Workflow works:

→ Feed your product docs into ChatGPT (messaging decks, press releases, feature breakdowns)

→ Extract relevant keywords for influencer search

→ Map those keywords to different ICPs

→ Generate ideal influencer profiles per platform

→ Take your keyword clusters to a tool like Favikon to find and vet real creators


No automation needed. No complex stack.

Just one ChatGPT session that replaces hours of defining keywords, mapping them to ICPs, and building influencer profiles from scratch.

📩 Subscribe at theworkflow(dot)digital for the full breakdown.

Title slide reading ‘How to find creators loved by your audience’ with the subtitle ‘With the Influencer Discovery Workflow.’ Branded by The Workflow on Substack.

We paused all client work Wednesday afternoon for yoga.

Running an agency is a lot. Deadlines, client calls, strategy sessions, managing creative work across time zones.

It's easy to let wellness slip.

But I've made yoga, meditation, and taking care of my mental health non-negotiables in my own life. Therapy too. These things keep me grounded when everything else is moving fast.

I want the same for my team.

We're not about hustle until you burn out culture, and the best work comes from people who feel good - mentally and physically.

Small things like a Wednesday yoga session help us reset, connect, and remember we're humans first, not just a content machine.

It's why people stay. It's why the work is better.

You don't need to be technical to audit how AI talks about your brand.

You just need to know where to look.

Your buyers are going to ChatGPT and Perplexity for recommendations before they ever Google you. And most brands have zero idea what AI is telling them.

I'm not a developer. I'm not an SEO expert. I run a content agency.

But I wanted to know what happens when someone asks AI about the services we offer. So I audited my own brand using Scrunch.

Here's the exact process I used (step by step in the one-pager):


Step 1 - I ran a page audit on our website.

Plugged distinctiva.io into Scrunch and it scored how AI-ready our site is. We got 90% overall - access controls and content delivery were perfect.

But content quality scored 45%. 

Why? Our site loads content through JavaScript and when AI bots crawl with JavaScript disabled, they're reading a stripped-down version of our page. AI was seeing a skeleton of our site and I had no idea.


Step 2 - I set up prompt monitoring.

Scrunch tracks how your brand shows up when people ask AI specific questions. I set it up for prompts related to what we do - ghostwriting, content strategy, social media management.

The result? 

When someone asks "which services provide ghostwriting for social media and email content?" … AI isn't mentioning us. Across ChatGPT, Perplexity, Claude, and Gemini.


Step 3 - I checked who AI is citing instead.

Scrunch shows you the exact sources AI pulls from. For our industry, it's Wikipedia, Clutch, Reddit, and Hootsuite. Not a single citation back to distinctiva.io

Not because we're bad at what we do. But because AI doesn't pull from LinkedIn engagement or client results. 

It pulls from web mentions, third-party articles, and content spread across platforms.


Step 4 - Now I'm doing something about it.

→ Fixing the JavaScript issue so AI reads our full site
→ Getting cited alongside the topics we want to own
→ Using Scrunch to track whether it's actually working
→ Building third-party mentions across guest articles, podcasts, and community discussions


The biggest lesson? 

Being findable and being recommended are two completely different things.

If you're a founder or CEO who's never audited how AI talks about your brand, start here: scrunch.com/brand-audit

#ScrunchPartner #PaidPartnership

Aldo Gnocchi spent 2-3 hours on every website audit. Now he does them in 30 minutes. Here's the exact AI workflow he built:

After doing conversion audits for years, Aldo hit a wall around audit #50.

Same checklist every time. Same patterns to look for. Just different URLs.

The work was necessary but soul-crushing. 
Manual scoring. Manual formatting. Manual everything.

So he decided to automate the first 80%.

He built an AI workflow that handles the repetitive parts: 

→ Crawls the homepage 
→ Scores it against CRO best practices 
→ Formats findings into a client-ready PDF 
→ All in 30 minutes

The best part? He's not using some fancy model or expensive API.

Just Gemini Flash. Fast and cheap.

His take: "A CRO audit doesn't need creative genius. It needs consistency, structure, and speed."

That's what the AI handles. The pattern recognition. The checklist execution. The formatting.

Aldo still adds the strategic layer. But the grunt work? Automated.

Next issue of The Workflow breaks down the full 6-step n8n build, plus a quick prompt you can use today without touching a single node.

Subscribe → theworkflow[dot]digital

How to Audit Any Homepage in Minutes Using AI 

When Search Engine Land announced they were using AI to write content, the internet lost its mind.

Some called it the death of journalism.

Others accused them of training models on contributors’ work.

A few applauded the transparency.

Next issue of The Workflow, we’re going behind the scenes with Kyle Atwater Morley, head of marketing at Third Door Media, to unpack the actual workflow they built.

It’s called Harmony - and it cut production time from 4 weeks to 1.

Spoiler: the humans didn’t go anywhere. they just stopped doing the boring parts.

🔥 Issue goes live TODAY 10:30am EST

subscribe → https://lnkd.in/eVGABaVr

I just took the AirOps Marketype Quiz and got absolutely called out.

It named me "The Craft"

Translation: quality over everything, peer-reviewing my own work constantly, and refusing to ship anything until it's actually ready.

Most likely to ship at 11:59 PM because it wasn't ready at 11:58. Favorite phrase: "let's take one more pass"

…yeah that tracks 😅

This is literally how I run Distinctiva. We keep a lean team and limited clients per quarter specifically because I won't compromise on quality just to scale faster. 

My team can confirm I've said "let's take one more pass" approximately 50 times this month alone.

If you work in marketing, take this. It's quick (90 seconds) and weirdly accurate → https://lnkd.in/dfu9FsC9

Sara Stella you should take this - now I’m curious what your results will be. 


🤑 P.S AirOps is giving away $50 DoorDash cards to the first 100 people who share their result + 3 WHOOPs up for grabs. Ends 2/27.

#AirOpsPartner

Search Engine Land’s editors are earning more than ever. Because of AI.

Most companies use AI to cut headcount. They used it to cut production time from 4 weeks to 1 - and gave the savings back to their editors.

Search Engine Land has been publishing trusted SEO content since 2006. 

But each long-form guide took 3-4 weeks to go from outline to publish. 

Hiring more writers would've scaled the bottleneck, not the output.

So Kyle Atwater Morley and his team built The Harmony Workflow: a hybrid system where AI drafts and humans refine.

The result?

→ production time cut from 4 weeks to ~1 week
→ ~15 evergreen guides per month
→ editors better compensated than ever before

The efficiency gains didn't replace people. They went straight back to the humans.

In our latest issue of The Workflow, we break down the full workflow step by step: keyword research, outline creation, AI drafting with custom writing guidelines, and the final human checkpoint before content reaches 1M+ readers.

Plus, grab the exact SEO content writing guidelines Kyle's team baked into their system.

🔗 theworkflow[dot]digital

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The Battle

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