Ryan Musselman

Founder @ Coaches who Close

I create funny AI ads for B2B businesses and business owners without requiring you to be on camera, write scripts, think of content ideas, or build your personal brand.If you're serious about being funny (lol), book with me here and let's see if I can help: https://calendly.com/ryanmus/funnyads

Founder | Coaches who Close

Equipping coaches to close, scale, and enterprise with new clients, content engines, and constant lead flow.

I'm seeing 2 styles of LinkedIn content, and:

(one of them is becoming cringe) 😬

1) Authority Content
2) Narrator Content

Authority Examples 😬

“Stop giving value. Start creating gravity.”
“Here’s the ONLY way to grow on LinkedIn in 2026.”
“If you’re not doing this, you’re losing trust fast.”

Narrator Examples 

“Is online coaching dying?”
"Posts that hit lately feel less polished."
"LinkedIn might be going through its copycat era."

You'll spot Authority Content when it makes you feel:

1) Managed
2) Called-out
3) Prepped-to-buy

You'll spot Narrator Content when you FEEL:

1) Seen
2) Included 
3) Intelligent 

Narrator content challenges you to draw your own conclusions from the post. 

You become more insightful in this process, which causes you to value the creator's presentation of the information, ultimately leading to more trust with the person who posted.

Not saying you shouldn't do authority content. 

But I'm theorizing you can get the intended value of both styles by using narrator content more.

Here's the easiest way I've found to narrate:

Start (some) of your posts with:

"I'm seeing...
"I've noticed...
"These 5 emerging...
"The [thing] that's [getting result]...

Here's a full example hook to illustrate:

"The LinkedIn strategy that's getting clients for small accounts."

PS) Are you observing something similar?

Someone needs to hear this today ⬇️

We've wasted years of our life:

1) Responding to arguments
2) Defending our position
3) Explaining ourselves

Only to realize we never needed to:

1) Respond to arguments
2) Defend our position
3) Explain ourselves 

Build whatever career you want.

I'm seeing 3 big changes with organic content:

1) The Death of Posting M-F

(especially with LinkedIn content)

I used to post 7x per week, then went down to 5x. Then switched in and out of 3x to 7x posts per week. But now when I try to batch create, it appears my content hits less. I also no longer enjoy that strategy because it rushes my mind and ideas don't get to bloom. 

When I post less, but dig deep, it's just better all around. This is much more than a "quality over quantity" argument. I think it's a true behavior change in the creator and the reader. 

The bombardment of content from everyone, everywhere, all at once, is making us consume different and in ways we don't fully understand yet. But I think we're all feeling the heavy shift without being able to explain it. 

2) Long-form, Slow Growth, and Micro-audiences

Long, slow and micro is my new goal and I never thought I'd write a sentence like that. My view on content changed and thinking this way lets the "content pressure" melt off my soul. I don't only see "small" as the new "fast," I see it as the new "purpose."

(this may not be true of everyone)

This isn't another "1,000 true fans" argument. It's more about the internal dialogue that becomes the content people can relate to. The post you're reading now is an example of it.

I'm also not trying to build a mega-business. I'm into the idea of building a lifestyle business that requires very little maintenance, to the degree that it's not only lucrative financially but it's liberating with time. 

This enables the option to return to the corporate world (I've been missing the people, teams, goals, challenges). Plus, I'd have additional income that has a better ROI than a basic side hustle and enables me to explore time allocation to a role of my interest (I'm seeing many roles that I actually want - what is happening to me?!). 

3) Small Promises, Small Wins, Small Effort

Last week I asked myself: "Why does everything need to be a big promise and high-ticket cost? What if there were small promises that cater to a different part of the market?" 

Then I listened to a podcast about someone I’d never heard of who built a $10M business in 5 years using funny ads. Prior to hearing that episode, I was thinking similarly, so to me, that's less of a coincidence and more of a flashing sign. 

I've also gone into the deep end of studying ads and ad-based conversion funnels. My mind has completely shifted into "figure out ads." It's simply too high-leverage to ignore. 

I will master that process with good copywriting. The right set of ads, for the right mini-course, with the right kind of small promise, small win, and small effort...there's something special about that. I'm going to figure it out.

PS) What are you seeing with online content?

If you write for their benefit, you'll sell a transformation.

If you write for your benefit, you won't sell much.

Written for your benefit: 

“Sign-up for my weekly content newsletter.” 

Written for their benefit: 

“Become a content mastermind in 90 days.”

I like the idea of dedicating 1 post per week to:

→ a listicle of lessons from posting on LinkedIn that week.

(it challenges you to pause + reflect)
(it's human-driven to the core)
(great for relatability)

So, 5 lessons from creating content this week:

1. I officially feel “back”

I stopped posting for 3 months but recently started again. Believing my content would be THE catalyst for building a coaching business on LinkedIn is why I made the jump from corporate America in 2023. Glad I took the risk. And glad to be back.

2. We're all going to post & grow in 2026

I stopped believing in LinkedIn for awhile. Like when they got rid of pinned comments, created LinkedIn Games, and hurt our reach. But then I stopped pouting and got back to work (already seeing growth from text-only posts again). We'll all grow if we slow down, get 1% better with every post, and write well for our audience, we'll grow.

3. I've been craving a return to LinkedIn Lives

I used to do this in 2023 - every week. My buds Luke and Jasmin would send me a video segment and my LinkedIn Live felt like a live podcast/show. I shouldn't have stopped, so I'm rebuilding it. And I've always wanted a podcast, so, 2-birds-1-stone. 

5. I enjoy teaching content strategy + offers again

For awhile, I deeply explored changing how I help people. Then I returned to text posts and started trusting my creativity again. Then had a client earn a literal $200K month from his offer launch, another earn $40K, another hit his first ever $30K, another do $14K, followed by a $16K, then another got $5K. So I snapped out of my funk and once again, got back to work.

PS) All methods for offer sales work if you focus.
(get better and don't quit 🙂)

One of these sounds like work.

The other sounds like relief.

1) Feature (what it is):
“Weekly templates + prompts”

2) Outcome (what it does):
“Never stare at a blank post again”

PS) You need both. But lead with outcomes.

Well, looks like human-written LinkedIn posts (with text only) still work. 

Btw, I recommend going to my profile and reading that middle post. It's about a content style called "Narration Content."

Separates you from the robots. 

All 3 of my top posts, that were text only, used that style.

PS) There's nothing wrong with using images. These findings are from testing.

Hey, I’m Steven, CEO of TrioSEO. I help CMOs turn SEO and GEO traffic into qualified leads with search-driven lead magnet systems. What does that mean? Click ...see more 👉👉

If you’re in B2B or SaaS, this will probably sound familiar.

Your SEO traffic is growing, but leads aren’t moving the way they should. Reports look fine, and rankings exist, yet SEO still feels hard to trust as a growth channel.

That gap is almost never a content problem. It’s a system problem. At TrioSEO, we build SEO lead generation systems designed to capture demand, not just attract it. 

The core idea is simple: pair high-intent search keywords with SEO-backed lead magnets, then use content to compound traffic into those assets over time.

That usually means tools, calculators, estimators, or interactive assets built around searches people are already making. 

Before TrioSEO, I co-owned a portfolio of 40+ websites, published hundreds of articles per month, and scaled to $1.4M ARR purely through SEO. That’s where I learned the difference between content that ranks and systems that convert.

Today, I’m building TrioSEO alongside Connor Gillivan and Nathan Hirsch, operators who’ve scaled and exited multiple 7- and 8-figure companies using SEO. We approach client strategies the same way we’d approach our own business.

If you’re trying to figure out why SEO isn’t pulling its weight or what it would take to turn search into qualified leads, feel free to DM me. Happy to compare notes and see if it makes sense to talk.

Steven Schneider

What Does Our Research Look Like?

It starts with a deep audit.

We analyze your site, reverse-engineer your top pages, map keywords, organize by funnel stage, and uncover content gaps.

Just clear priorities that drive rankings.

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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Want a free lead magnet funnel? • CEO @ TrioSEO • Find me on Threads :)

What Does Our Research Look Like

Most SEO lead magnets don't convert and it's usually not because the asset is bad.

I've built enough of these to know the ones that work share four things: the demand already exists in search, the keyword implies an outcome someone wants, the result helps them make a decision, and there's a follow-up system behind it. 

Without all four, you've just built content with a calculator attached.

The Toughest SEO Conversations I Have

Want more conversions? Of course you do.

But here is what many miss 👇

Most people obsess over traffic and lead magnets, but if your emails land in spam, your funnel’s done.

Deliverability is one of those quiet things that can make or break conversions.

Special thanks to Warmy for collaborating on this post :) Start using Warmy today:

https://lnkd.in/gnvEiCt4

Want more conversions? 

The biggest L you can take is misused budget management when building links. 

Teams chase DR, run outreach, publish guest posts, and then spread those links across the homepage, a few blog posts, and leadership thought was worth targeting. 

Nothing is tied to conversion, and surprisingly, nothing compounds. 

The shift I think about is the difference between building links and engineering authority. 

Link building is an activity. Authority engineering is a decision about where links actually belong and what they reinforce before a single one is built.

For most of our clients, that means identifying one core asset worth reinforcing, usually a keyword-driven lead magnet like a calculator or an interactive tool, and building the whole ecosystem around it. 

Supporting content, internal linking, clean funnels, and conversion tracking; then the links have somewhere to go that actually matters.

Tl;DR - A backlink is just leverage and leverage only works when it's applied to something that converts.

Special thanks to Serpzilla for partnering here!

The difference between link building and authority enginee

Let’s clear something up...

SEO isn’t about hacks

It’s about trust

Authentic content → real engagement → better rankings

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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Authenticity Matters More Than Ever in SEO

Sound familiar? I bet you hired an SEO agency, got some traffic, but ended up on the short end of the stick when no leads came through.

Here’s why:

1. The intent is commercial, but content is informational
2. The page gives the answer, then points to a dead end
3. The page isn’t connected to a conversion funnel
4. There’s no clear value exchange for converting
5. The lead magnet you built prob sucks (sorry)

The worst part is that it’s not the SEO’s fault. 

You hired an SEO to bring you traffic, but at the end of the day, YOU (as CMO, CEO, etc.) haven’t built out the infrastructure to engage that traffic and convert it. 

You didn’t hire an email marketing specialist
You didn’t hire a web developer or designer
You didn’t hire a conversion specialist 
You hire a search engine optimizer 

We started building lead magnet funnels to bridge this gap. Now CMOs and 
Founders have a turnkey solution to attract, engage, and qualify organic traffic :) 


—--

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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1 Question (and answer) We often get:

👇 

“Can you write in our voice?”

Yes - with your input

We review examples

Write 1 draft

Refine

Then scale

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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Can We Write In Your Voice, Can We Write Speaking Your Lan

I agree with the phrase, “Good things come to those who wait.” But I’ve learned it’s not really about waiting, it’s about delaying gratification.

For me, that’s been the real separator. The ability to choose the long game over the short win and prioritize process.

It sounds simple in theory, but in practice, it’s wildly uncomfortable.

Delayed gratification isn’t glamorous. 

It means saying no to easy money, doing work that doesn’t pay off immediately, and trusting that effort compounds (even when results are slow).

TL;DR: Patience and perseverance compound more than shortcuts ever will.

There's a moment every time I help someone build their first keyword-driven lead magnet where they look at the finished thing and say some version of "why didn't we do this sooner."

The intent was already there and the traffic was already coming, and all we did was finally give it somewhere to land.

In reality, it's a major unlock for businesses :)

Why SEO Lead Magnets Feel Obvious After Building One

Generating traffic is no longer the “hard part” of SEO or your overall marketing strategy. 

Content is cheap, keywords are known, and distribution is solved.

And if that’s the case, then why don’t leads convert?

Here’s why:

1. Most keywords signal curiosity, not readiness
2. Publishing scales faster than conversion does
3. Everyone focuses on quantity, not quality
4. No one is talking about lead magnets
5. Or their nurture sequence 

(AKA, the big picture of going from search to sales)

I was tired of hearing this from folks, so we added it.

“Traditional SEO agencies” = content + links + technical

TrioSEO = lead magnets + funnels + nurture + all that ^^ 

Guess what? It’s a game changer :) 

____

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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Semrush now has MCP 👀 Here's what that means

Big thanks to Semrush for partnering here

Look for the 📌 below 👇 to explore it

♻️ repost this for others ♻️ 

#Semrushpartner

#seotips #seo

My Review of Semrush One MCP

My slogan:

👇

“Bet on yourself.” 
Here is a ‘me’ fun fact:
I have “failed” a lot in life.
None are an actual failure. 
It’s a lesson & calculated bet.
Like when I tried out Amazon KDP.
Then, I tried flipping clothes online. 
Oh, and the time I tried e-commerce. 
And that time when I had an Etsy Shop. 
I also had a pressure washing company. 
And many know I owned 40 websites. 
Those were all in affiliate marketing. 
Which scaled to seven figures, 
And that’s how I learned SEO.
Then, that led to LinkedIn.
Which led to TrioSEO. 
And we’re growing
Like wildfire.

👇

TL;DR: 

→ Trust your gut
→ Know when to move on
→ Know when to double down
→ And take calculated risks in life
→ Find a mentor(s) you trust
→ Think in years, not days
→ Bet on yourself

Thoughts?

—--

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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I learned the hard way that the worst thing you can do when building a lead magnet is skip keyword research. 

Most failed lead magnets aren’t bad ideas. They’re just disconnected from demand. 

Probably brainstormed internally, approved in a meeting, and launched without validating whether anyone was actually searching for that problem.

Hey, just a heads up: Research removes the guesswork. It shows you the exact language people use, the level of demand, difficulty, and potential ROI.

15 SEO Memes We Can All Relate To

👇

Which is your favorite?

SEO Memes

My 10-Part SEO Growth Strategy 👇

This is the exact framework I use

P.s. Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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SEO Growth Strategy

It took me almost 10 years in SEO to dial this in…

Feel free to steal the funnel strategy I’ve made:

1. Do SEO keyword research to find tools
2. Find one like “xyz pricing calculator”
3. Design + build them with lovable
4. Create a keyword-rich page
5. Rank and drive real traffic
6. Let users engage with it
7. Send “a free report”
8. You get their info
9. A tool qualifies
10. You nurture
11. Add blogs
12. Link tool
13. Repeat

:)

Try to embrace those “what if” moments

— What if I stay consistent for 5 years?
— What if I'm consistent for 10 years?
— What if I do my tasks & then some?
— What if I work on my brand more?
— What if I launch my first website?
— What if I start networking more?
— What if I stopped wasting time?

Embrace delayed gratification.

Good things will come. 

P.s. Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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taplio

The Battle

Ryan Musselman

Steven Schneider

Followers

Posts

Engagements

Likes

Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreSteven Schneider's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Musselman

Steven Schneider

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);}Ryan Musselman's LinkedIn Performance

Performance ScoreSteven Schneider's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance