CEO @ Compound; Building a social media agency for B2B companies; Founder, Social Files

Scaling Compound Content Studio, a social agency for B2B companies who want to launch an organic social media presence that creates real community, generates product demand, and increases revenue (our personal fav).

We've helped 50+ early-stage SaaS and service founders launch and scale founder-led content in the past 1.5 years.

Also writing a weekly newsletter called Social Files that helps B2B companies generate product demand and get customers with social content.

Check my featured link to subscribe to Social File.

Tommy Clark

Alright. It’s official. The witch hunt for AI content is more annoying than AI content itself. We have people who’ve never written anything more than a boiler plate LinkedIn post announcing a new job acting as experts on prose. It’s ridiculous. Use your em dashes, your ‘rule of three,’ your ‘it’s not X, it’s Y’ negation.

Cool? Cool.

CEO @ Compound | Co-founder @ Bluecast | Building a social media agency for B2B companies

Pleased and humbled to announce I am now a nano-influencer on YouTube. Just passed the coveted 10,000 subscriber mark 🎉

The last few videos especially seem to have resonated with folks.

> The NEW Rules of LinkedIn (2026) - 18,536 views
> The New Era of LinkedIn Has Just Begun - 22,647 views
> If I Started Linkedin in 2026, I’d Do This - 11,428 views

My goal with this channel was to put everything you (founder of a B2B tech company) could possibly need to stand up a LinkedIn presence in 2026. No gatekeeping.

Onward to 100K (so I can be a micro-influencer one day) 🫡

Every single time I interview a candidate for a Content Writer position at Compound, I ask this question; the answer tells me a lot about whether they'll be a great fit...or not.

"What's one book you've read recently that's stood out to you?"

It doesn't need to be marketing or business-related. I don't care if you've read Building A Storybrand or Purple Cow.

But...and this isn't incredibly surprising...I've yet to meet a great writer who isn't also an avid reader.

Reading, especially fiction, gives you an eye for strong narrative. You get exposed to different styles of prose. You understand how to create compelling characters (which is what we're doing with 'founder-led marketing,' when you think about it).

Great writers are built on a foundation of reading.

Here are a few of my favorite books recently:

> The Sun Eater series by Christopher Ruocchio. The series is phenomenal. Some say book 1 is a bit slow—I enjoyed it, but can understand the opinion. Books 3, 6, and 7are all-timers for me.

> Red Rising by Pierce Brown. I need an affiliate link for this one, given how much I shill it. I wish I could read this series again for the first time. Impatiently waiting for Red God.

> Mistborn by Brandon Sanderson. This trilogy might have the best ending I've ever read.

My TBR list is far too long, but I figured I'd ask: what should I read next?

Companies are desperate for great writers.

Despite all the fear-mongering around AI, there is room for writing talent in the market. Problem is, most writers overestimate their own current ability. There's a sense of entitlement that you 'deserve' a sought-after role and sky-high rates because you call yourself a writer and listened to one-too-many freelancer mindset podcasts. No.

If I were on the market again in 2026, this is how I'd make myself more appealing to hiring managers.

(1) Practice in your own time.
Mediocre writers expect all development to happen 'on the job.' Exceptional writers take it upon themselves to get reps in on their own time.

Before landing my first part-time marketing job in college, I must have published 200 podcast episodes that nobody but my mom listened to. Extreme? Perhaps. Effective. Yep!

(2) Be easy to work with.
Mediocre writers get too precious with their work and struggle to work in a client-facing role. Everything is a crisis to them. Exceptional writers take feedback in stride and don't deflect responsibility.

(3) Publish your track record.
Mediocre writers bumble through applications with little intent or initiative. Exceptional writers stack the deck in their favor by building their own brand on platforms like LinkedIn. Like it or not, someone who routinely publishes their thought process has better odds of standing out in a pile of AI-generated slop applications.

I was able to land a full-time gig as Head of Social at a hot startup straight out of college (with little 'traditional' marketing experience) via cold DM because I built a modest audience.

Anyway:

Some people will read this and think 'OMG that's too hard' and perhaps even repost this with a hate comment (got my first one of those last week!). Some will read this and get to work. I know which writer I'd bet on!

Alright folks. What's *actually* working for founders on LinkedIn right now?

We’re ~2 weeks into 2026, the world is back online, and B2B technology thought leaders have emerged from hibernation, returning to the promised land: the LinkedIn timeline.

My intention with this piece is to give you an idea of what’s working well on LinkedIn, so you know where to spend your time.

My team writes 100+ posts per week across our clients. We have a good eye for what’s ‘working.’

(1) Generic “tips and tricks” are DEAD. RIP.

It takes a lot for me to declare a content format dead. But I’ve seen too much. 

Any time I’ve tried to write a ‘value-based’ post that covers a single strategy, it flops.

Why? AI has commodified ‘tip’ content.

Educational content now has two moats.

(A) Narrative. Stories protect you from AI fatigue. Claude cannot copy your stories. Pair every take with a story. I’ve been saying this for the past year. But we’ve reached the point of no return. You will NOT grow on LinkedIn if you keep posting your boring a** tips and tricks!

(B) Density. I do still see ‘framework’ and ‘listicle’ content perform well. If you pack 5-10+ real insights into a single post (so it drives saves), the content can still hit.

(2) Turn your office into a set.

If you have an in-person work culture, you must be capturing photos and video from around the office.

“Text + IRL image” is the winning format right now on LinkedIn. Text only can work. So can carousels. But real-life photos of you and your team, which are relevant to the post copy, win.

Have your Marketing Manager follow you around with their iPhone a couple of times a month to re-up your stock of media.

(3) Comments are content.

I wish this weren’t true. I hate scrolling LinkedIn and leaving comments because I ‘have to.’ Feels lame. *But, it works.* 

Dedicate 10-15 minutes per day to writing thoughtful comments on ICP accounts *or* influencers who your ICP follows. For example: if I were targeting SaaS founders, I’d engage with Adam Robinson’s content.

(4) Videos still not a thing. Despite how hard LinkedIn tries.

LinkedIn is really trying to make short-form video a thing. But after the weird uptick in reach back in Q4 2023, the format has consistently pulled the lowest impression count.

My take:

> Don’t make it the core of your content strategy on LinkedIn.

> But, it’s still worth it to post video once in a while (maybe 1x per week) if you’re good on camera. It’s good for prospects to see and hear you. Builds trust faster.

Anyway, running out of room, yet there's a LOT more to cover. So I'm publishing my full update on my newsletter later today. Subscribe here to get the field report in your inbox: https://lnkd.in/gA8cyRUR

I hate the AI witch hunt posts as much as the next guy. I'm still going to use em dashes—watch me—and I'm still going to use the 'rule of three' in my writing. Sorry.

That said, we do need to have a chat, you and I. It is soooo painfully obvious when a founder hands over their content production to AI.

Anyone with more than two brain cells can tell.

You might fool a total beginner, but you are not fooling a sophisticated buyer.

And the moment your reader notices the not-so-subtle shift in writing style, you lose them.

Resist the false promises of the AI guru industrial complex.

Inefficiency and effort are a small price to pay for your reader's trust.

If I were a Head of Marketing of a hot B2B AI startup fresh off a fat Series A, trying to convince the CEO to finally start posting founder-led content on LinkedIn, here's what'd I'd do:

I wouldn't.

Founders who need to be 'convinced' to take content seriously likely never will.

I've had dozens and dozens of these conversations over the course of the last three years building my agency. Head of Marketing comes inbound. I take the sales call. They mention the founder thinks posting LinkedIn content is cringe and doubts it will work for them...

Earlier on in the agency's lifecycle, I'd have spent more time and energy convincing them of the platform's benefit.

Sometimes I'd succeed, but the victory would be a Pyrrhic one when 3 months into the relationship, nobody's happy.

Now, this mindset is an immediate disqualifier.

Let the CEO come to realize that content matters on their own time. Some never will, and that's fine. But to win on LinkedIn, you need to enjoy the game at least a little bit.

I'm sure there are exceptions. I've yet to find them.

1 year ago: 0 words of fiction written

Today: ~200,000 words of fiction written between drafts 1 and 2 of my debut science fantasy novel

It's been a minute since I've posted an update on my side quest of writing a novel that people actually want to read, so here we go.

I finished Draft 1 back at the end of December. You're supposed to wait a couple of weeks before diving into the second pass, so I'm told. I broke that rule and started the next draft the day after. Oops.

I made a few major structural changes to the story:

(1) I wrote the first draft in 1st person present POV (think, Red Rising). I'm writing the second 1st person past (think, Sun Eater). I found myself feeling too restricted by the limitations of present tense. So far, the switch is working.

(2) I pretty much scrapped Act II of Draft 1 and re-outlined it. In short, I didn't make my protagonist suffer enough in the first pass. That has been promptly changed. Don't feel bad for him! Makes for a better story.

I'm hoping to have this pass done before the end of Q1 2026. Then I'll pass it off to a developmental editor.

Writing a novel has been quite hard. But it's a fun hard. And I knew I'd keep thinking about it until I finally did it, so here we are.

Oh! Almost forgot. I have a title.

'The Shattered Planet'

Subject to change, but this one sits right with me.

More updates to come. If you want more book stuff, I post a bunch on Instagram @ tclarkmedia

I think it’s dumb to wait for pre-determined cycles to give great employees raises.

One of my favorite things to do as a CEO is give people who are crushing it more money. Doesn’t matter if they’ve been around 1 quarter or 1 year.

Two quick examples:

- Hired Rachel Rappaport in July 2024 as a Content Editor. Before the year was out, she was in the Head of Content position (saw this coming at the end of week 1).
- Hired Nicholas Mlakar in March 2025. Promoted + bumped pay 3x and hasn’t even been at Compound a year.

Working at an early-ish stage company can be chaotic. There’s a lot going on. It’s not for everyone. But, it’s one of the few work scenarios where you have a considerable amount of ownership over your growth trajectory.

By the way, Compound Content Studio is hiring our next Content Lead right now. The JD is on our company page.

I don't trust marketers who don't read fiction. All this talk of "storytelling," yet you only read self-help books and newsletters pumped out by the personal brand industrial complex?

Hmm.

"But Tommy...where do I start?"

Here are some of my favorite reads. These are mostly in the fantasy and science fiction genres, since I spend most of my time there.

(1) Red Rising by Pierce Brown

This series is a gateway drug into reading fiction. The story is set in a future society that spans our solar system and is structured in a color-based caste system. You follow a Martian slave of the lowest caste (Red) as he finds out his entire world is a lie and goes on a generational revenge arc.

Nothing brings me more joy than radicalizing my friends on Red Rising (and the distraught texts I receive when they finish Golden Son). Hail Reaper.

(2) The Sun Eater series by Christopher Ruocchio

This is my favorite series of all time. The perfect blend of science fiction and fantasy. You follow a disgraced noble in an empire that is pretty much ancient Rome, in space (awesome), on his journey to blow up a sun and wipe out a hostile alien race.

The final book, Shadows Upon Time, was released in November (I'm trying to bully Nathan Baugh into finishing it so we can talk about it).

(3) The Bound and the Broken by Ryan Cahill

TBATB is the perfect intro to epic fantasy. Classic farm-boy-to-chosen-one trope. Lots of dragons. Political intrigue. Ryan writes some of the best characters I've ever read. There are ~20 POV characters, and not one of them is 'bad.'

Ryan also started as a self-published author, and is an inspiration for me as I write my own debut novel. He's published 1.5M words in 4 years. Animal.

Running out of characters on LinkedIn, but here are a few more recs for you:

- The Will of the Many by James Islington
- The Terminal List by Jack Carr (more of a military thriller)
- Mistborn by Brandon Sanderson
- Farseer Trilogy by Robin Hobb
- Gates of Fire by Steven Pressfield
- Dark Matter by Blake Crouch

My current read: Royal Assassin by Robin Hobb (book 2 in the Farseer Trilogy)

What's on your reading list over the next few weeks?

I've spent the past 45 minutes on my flight staring at a blinking cursor on a blank Notion doc. "What do I post about today?" I ask. Nothing comes. Maybe it's the 4 hours of sleep I got the night before. Not even the black cold brew helps.

I realized after a while that I broke my own golden rule for content writing today.

"Never, ever start from a blank page."

Blank pages create overwhelm, and that overwhelm kills creativity. It's why so many busy founders struggle to keep a writing habit. It's much easier to give yourself a running start when you try to write.

Keep a running Apple Note with fragments of ideas.
Outline your content before you sit down to draft.
Bookmark other content that catches your eye.

Whatever keeps you from trying to create something from nothing in the next few frantic minutes before a meeting starts.

This framework has kept me consistently publishing on LinkedIn, hardly missing more a day in a row over the past 3+ years. That content is responsible for growing Compound into a 7-figure agency. I'd say the effort to organize my content ideas was worth it. Give it a shot this week.

LinkedIn is getting more crowded. AI content is flooding the feed. The bar for "good" content has been raised. Every founder I've spoken to over the past 3 months—or close to it—has said some variation of "my reach is down."

Good news: there are still 2 ways to stand out on the timeline:

(1) Share unique stories. Nearly every post you make should be paired with a narrative. I was talking to an early-stage SaaS founder last week whose reach suuuucked, so I reviewed his profile.

What do I find? All generic, "how-to" content. Listicles that could have been written by GPT. Yuck! Boring!

The fix: Take those same ideas and pair them with a story from your real experience.

Example: Instead of writing about "5 tips for reviewing a sales call recording," tell the story of the worst sales call you've ever heard and how you trained the rep to fix it. Problem solved.

See what I did there? See??

(2) Have a spine. Most B2B marketing falls flat because it's safe. Sterile. Nobody gets mad. But also...nobody notices...which is worse!

Don't go full extremist. You don't need to (and shouldn't). But you likely have a real stance on your industry that many of your colleagues disagree with.

Post it!

For example, I won't hire a Content Writer if they don't read books (this is a hot take in 2026, apparently?). "But I'm not a big reader, and I write well!" Cool, you're not going to write for Compound.

These two shifts can make a massive difference in the outcome of your LinkedIn posting. Share more stories. Piss some people off. Simple enough :)

I take ~5-10 calls per week with B2B founders who want to post more on LinkedIn. I’d say ~50% of them have tried working with a content agency before. It didn’t go well.

So, they end up at our doorstep.

You don’t have to go through this pain. If you're going to work with a content agency on your personal brand…run them through this gauntlet.

(1) Ask who will actually be writing for your account.

If the agency is oddly low-priced (and it’s an agency you're working with, not a freelancer), you’re probably getting passed off to a junior writer—or every agency bro’s favorite new coworker, Claude.

Get the name of the person owning your account. Meet them. If the founder or salesperson balks at that, I’d be wary of that agency.

(2) See if the founder is obsessed with content.

This seems silly. But plenty of people start LinkedIn ghostwriting agencies for the promise of easy money (LOL - different post topic).

It’s in your best interest to work with an agency whose leadership loves the craft of writing and comms. 

(3) Observe whether the agency is qualifying you.

We say ‘NO’ more often than we say ‘YES.’ Savvy agencies know which clients they’re best equipped to support. They aren’t afraid to turn folks away.

(4) Understand how they adapt to your tone of voice.

There are plenty of people who can ghostwrite LinkedIn content based on generic best practices. Hell, even Claude can.

But they tend to lack the ability to adapt away from LinkedIn ‘broetry’ and formulaic hooks. In my experience, founders are particular about their tone. Rightfully so.

(5) Make sure you like each other as people.

I cannot stress how important this is. For a founder-led content engagement to work, you’ll need to sit down with these folks on a biweekly basis and communicate over Slack almost daily.

Lack of vibe creates friction. That friction ruins the content creation workflow.

--
Running out of room on LinkedIn, but I wrote a deeper dive on this topic in this week's edition of my newsletter. Subscribe here to get it in your inbox: https://lnkd.in/gA8cyRUR

I couldn’t think of a LinkedIn topic for today. This screenshot of a heater from Oren John will do. Swap “YouTube” for creative medium of choice. In my case, writing.

I don’t think you realize how simple it is to stand out on today’s market. You’re competing with people outsourcing their brains to Claude and complaining about ‘balance’ before they’ve built a track record.

Listen to the man:

“Not many creatives are playing until their proverbial fingers bleed.”

I’m an elder 26 years now. But back when I was a 20 year-old breaking into marketing, I was ripping 10-15+ content pieces a day on Twitter (in the glory days), LinkedIn, Instagram. 3 YouTube videos a week. 200 podcasts nobody listened to. You get the point.

Look. This isn’t for everyone. That’s OK.

But companies are desperate for excellent writers. You’ve seen all the thought leaders posting about the $200K PayPal writing role, $400K Open AI writing role, that one startup that’s offering $1M TC for a content role (def a marketing stunt but fair play).

Point is: The bag’s there if you want it! Most don’t.

PS: doing the same thing with my creative writing now. 200,000 words of fiction written in the past year. I suspect that 6 years from now, I will be thankful.

If you want any chance at growing on LinkedIn in 2026, you have to be willing to "play the game." I don't think you understand.

If you resent the idea of posting content online...
If you view LinkedIn as a "necessary evil..."
If you find it cringe...

You will struggle to see any meaningful payoff from the platform.

That resentment leaks into every corner of your content strategy.

You won't be willing to spend the time each week writing. You won't be open to testing content ideas that work, but feel a bit vulnerable. You won't be comfortable being on camera to capture media that will help your posts perform well. You'll water down your real opinions and end up with HR corpo-slop that reads like the million other GPT-generated posts. The list goes on.

Founders who win on LinkedIn lean in.

This doesn't mean you should appear as someone you're not. That is not a solid long-term strategy. But you should push yourself beyond your comfort zone. *Really* give LinkedIn a shot going into the coming year. 

You might surprise yourself.

How to (actually) land and keep a job as a Content Writer in 2026:

From someone who’s reviewed 3000+ applications for writing positions, and also made a pretty damn good career for myself as a writer.

(1) Stick to your word.

(2) Practice writing in your free time.

(3) Publish your thought process online. Personal brand > portfolio.

(4) Don’t deflect responsibility when you mess up (you will mess up!).

(5) Probably don’t lead with ‘work-life balance’ in your very first interview.

(6) Follow all the instructions on the job application. To the letter.

(7) For goodness’ sake. Don’t outsource your job applications to Chat GPT.

(8) Trade volume for focus when applying to open positions. More attention on fewer applications is often better for you.

(9) Focus on learning LinkedIn ghostwriting. It’s an in-demand skill in 2026.

(10) Get comfortable being client-facing. Even if you're introverted, develop the charisma to run calls. It’s a skill.

(11) If there’s an ‘optional’ Loom video on the application, probably submit one. Not a guaranteed interview, but will absolutely increase your odds.

(12) Come prepared with real examples of your work to discuss in interviews.

(13) Implement feedback without needing to be reminded twice…or three times…or four…

(14) Know every account you're assigned to like the back of your hand.

(15) Read more books. Not just marketing—fiction too! It’ll make you a stronger writer.

(16) Treat difficult clients as a fun challenge. Writers tend to be too precious with their work. If you can do the opposite, you’ll stand out.

(17) Build your writing capacity. Your ability write faster while keeping quality high is a differentiator. It’s also a skill.

The market for writers is more competitive in 2026, now that AI can do a lot of basic writing tasks. Differentiation as a Content Writer comes down to increasing your skill bar above Claude’s + being easy and pleasant to work with.

And to be clear: companies are desperate for great writers. The career potential for people who take the craft seriously is phenomenal.

PS: Compound Content Studio is hiring for a Content Lead. If this resonates with you, would love to hear from you.

It's no secret that polarizing content 'does better' for founders on LinkedIn. But where's the line? My filter for whether or not a risky content piece is “worth it” is three-fold:

(1) Does the content align with your true beliefs? Being edgy for the sake of it does nothing (see: Cluely). Only share contrarian opinions if you’ll stand behind them.

(2) Does the content move you toward your ideal outcome? For instance, if your ICP isn’t other founders, and you don’t care to generate investor interest, sharing your ARR on the timeline doesn’t do much for you.

(3) Does the content alienate your ICP? Content is a filter. Triggering people is fine if those people were never going to buy from you in the first place. You just gotta be careful not to filter out ideal buyers.

Sometimes, you'll decide to hold back. Others, you'll say 'screw it' and let it rip. Either way, you should know what you're doing and never, ever sell your soul.

Hope this helps!

Hey. I've been posting on LinkedIn for 5+ years now. For the past 3 I've been helping founders at some of the hottest SaaS and AI startups do the same at Compound Content Studio. The truth:

LinkedIn has changed a LOT in that time.

What works now is similar in some ways to the playbook of the past year, but differs in many others.

If you're curious about what's really working on LinkedIn in 2026, I put together a 12-minute video walkthrough covering the strategies and tactics savvy founders are using to grow on the platform.

It has almost 20K views over on YouTube and has been getting shared around here, so it seems to have resonated with folks. Nice.

Comment "LINKEDIN" if you want access.

Kidding. I don't have time to send all those DMs. Here's the link to the full video. Hope it's helpful: https://lnkd.in/gxG2WUfk

PS: If you do enjoy it, shoot this post over to the rest of your marketing team in Slack.

Open video: The New Era of LinkedIn Has Just Begun on youtu.be

VP, Marketing at Teal | Using brand strategy, social media, and content marketing to empower others in their careers

Hi, there. 👋 

I'm Lia—a marketing leader with 15+ years of experience driving brand awareness, content strategy, social media, and community engagement at hyper-growth, early-stage startups like WeWork and Teal. 

With proven success in leveraging organic social media, influencer marketing, and executive thought leadership to scale audience reach and revenue, I'm passionate about storytelling and human-first team management while driving brand affinity, engagement, and growth across the education, entertainment, and future of work verticals.

Throughout my career, I've grown social audiences by over 1MM+, increased ARR from $0 to $3MM in two years, and built high-impact brand strategies that resulted in a 500%+ engagement increase across platforms. 

I'm also a writer—a title I'm just learning to embrace in 2025, though it's always been who I am at my core. I'm currently working on a young adult (YA) novel about theater camp and building out a Substack called "the recharge." (Link in my bio to learn more.) 

Thanks for stopping by my little corner of LinkedIn. Looking forward to connecting!

Lia Zneimer

In a crowded career advice space, it's tempting to listen to the loudest voices—but often it's the quieter ones that are most impactful. 

Enter Mary Jantsch, someone whose insights and frameworks I've admired since my time at Teal. 

I've been fortunate to get to know Mary better over the past few months, both through Substack and IRL, and am constantly in awe of how she thinks about career growth as a living ecosystem that can evolve seasonally. 

In this week's edition of the recharge, Mary reflects on: 

🌱 Why she left her $165k/year job for a $15/hour job
🌱 What surprised her about burnout (and what she wishes others knew)
🌱 Being brave enough to change course
🌱 5 questions to ask yourself before quitting your job
🌱 What to do if you’re piecing together a life that doesn’t fit in a job title
🌱 How to build a “contrary” career

… and so much more. 

I hope you get as much out of this conversation as I did. (I wanted to highlight every other sentence.)

Writer | Author | Marketer | Using brand strategy, social media, and content marketing to empower others in their careers

Open article: 🔌 For anyone quietly reconsidering their work by open.substack.com

🔌 For anyone quietly reconsidering their work

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The Battle

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