Founders treat LinkedIn like a side project. Something they'll get to eventually.

The ones winning? They treat it like their #1 growth channel.

I know because I built one. Grew Arc on organic LinkedIn content while everyone else spent on ads. Exited. Now I do this for B2B founders and executives through Orchard Strategy.

I handle your LinkedIn strategy and content production. You get a clear POV, visibility with the people who matter, and a personal brand that actually drives inbound. No random acts of content.

"Christine nailed my voice and grew my following from 9K to 15K in 6 months. Can't say enough."
- Devin Bramhall, former CEO and author

"She helped build my personal brand by turning scattered thoughts into consistent, high-signal content."
- Weiting Liu, YC alum and founder of Arc

The numbers:
→ 4.8M+ impressions in 6 months (~$450K EMV)
→ 50% lift in inbound leads after 3 months
→ Built a C-Suite leader into a top voice in their field

I also host Marketers Do Coffee, where I talk to operators who've turned LinkedIn into a real growth channel and get them to break down exactly how.

If LinkedIn isn't driving your business yet, let's talk. DM me.

📍 Based in Taiwan, working with clients in the US and Europe.

Saw this chart and haven't stopped thinking about it.

84% of the world has never used AI.

The entire conversation that fills your feed every day is 0.3% of the planet.

The room is a lot smaller than it feels from the inside.

I'm sitting in the 0.3%. I pay $100 a month for Claude Max. I use Cowork every day. It's woven into how I work, how I think, how I build for clients.

I look again and realize... that's a lot of gray haha

I have no idea what's going on outside this bubble.

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arcdotdev

codementor

Founder positioning and narrative strategy on LinkedIn | Ex-Head of Marketing, Arc.dev | Host, Marketers Do Coffee 🎙

It's Lunar New Year here in Asia.

My husband and son are traveling.

I'm on Zoom with clients in Baltimore, New York, and Barcelona.

This is what people don't tell you about building a remote work-from-anywhere business. You don't get the same holidays as your neighbors.

Taiwan shuts down for a week. My son's daycare is closed. Families are together. Fireworks every night.

But my clients are in the US and Europe. Their calendars are full. Their projects don't pause.

So I work.

Fire Horse energy.

Here's what my screen looks like right now:

→ Launching my new website for Orchard Strategy  

→ Running ICP interviews for a founder who's repositioning upmarket.

→ Planning a narrative shift for a consultant moving from "I do X" to "I solve Y problem for Z companies."

→ Prepping launch messaging for a client going live with their first productized offer in three weeks.

Every brief, every interview guide, every launch message has to work without me there to explain it.

𝗧𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸.

Orchard Strategy

"We want to get our CEO posting on LinkedIn."

I can already tell you how this ends.

In 2021, we tried the employee advocacy approach when I was head of marketing at Arc. It was a mess. Too many voices, no focus, impossible to manage.

By 2023, we flipped it. Founder-led. A few key individuals. Focused. That's when it worked.

It worked because we had the right setup. The founder led, but he had two others posting consistently, too. We could see what was landing across all three accounts. What topics got traction. When to double down.

And the founder was genuinely in. Had a point of view. Wanted to build something public. Was willing to stick with it long enough to see growth.

Take that commitment away, and you get what I see now with half the companies I talk to. They agree to post because it sounds strategic. Six weeks later, ghost.

Look, I run a LinkedIn strategy business now. My livelihood depends on companies building this muscle.

Some of them aren't ready. Maybe not ever.

The founder might be too busy. But they also don't have the few willing team members ready to post alongside them to make it work. And no way to coordinate who's saying what, when, or whether it's even working.

That's a company that hasn't built the system yet.

But if you've got a founder plus two or three people willing to show up consistently? Get the coordination layer in place first.

Yes, I'm partnering with my friends at SocialKit on this one. 

They solve the exact problem I'm describing. One place to see what everyone's drafting, what's performing, and when it's going out. Beats the Slack thread where you're chasing people for screenshots. 😜

SocialKit

Nick Bennett taught "elevate the problem" to clients for 18 months before he ever posted about it publicly.

When he finally did?

It became his most popular content.

That's the insight you might be missing.

The thing you teach on repeat. The framework you walk through without thinking. The explanation that rolls out of you on autopilot.

You might feel like it's your special sauce that should be kept secret, but it's not private IP you need to protect.

That's your next 10 posts.

I sat down with Nick (Co-founder of Duo Consulting), and here are my favorite things we covered:

• What kind of content actually generates demand
• Your custom services are making it harder to grow!
• Sharing your thinking in public makes you more valuable, not less

I break down how to find your hidden POV in this week's Marketers Do Coffee Podcast newsletter 🔗 link in comments.

You hired a content person.

They came back with posts that were... fine.

Grammatically correct. Well formatted. But also completely forgettable.

I had a client come to me after working with a top agency. The content was clean. Really good production, honestly. But it could have been published by any of their competitors. No stance, no voice, nothing that made you think oh, this person actually believes something.

That's a judgment problem.

Writing is the last 20%.

The other 80% is what most people skip.

Figuring out which ideas are actually worth saying. What angle to take. Whether you even have a real point of view. Or just an opinion that sounds like one.

AI can organize and draft from your raw material now. But it can't tell you which idea actually positions you. That's still on you.

Your best ideas are usually there but buried. In customer calls, strategy docs, the problems you solve every week that you've stopped thinking about because they feel obvious.

Someone has to know what to look for. That means interviewing you, listening to what you're actually solving, and pulling the threads your competitors aren't touching.

Good writing on the wrong idea is still the wrong idea. The hard part is before the words ever hit the page.

Most content help skips that entirely. And exactly why it disappoints.

(And look, I sell content strategy for a living. So take that however you want. But I've seen the alternative up close, and it's a lot of polished posts that quietly go nowhere.)

You write about your struggles as a solopreneur.

Then wonder why only other solopreneurs follow you.

Nick Bennett runs a successful growth consulting practice with a strong pipeline of perfect-fit leads.

His take? Parasocial content attracts people who look like you. NOT your buyers (AKA the people who pay you $$$).

He's watched it happen over and over.

Consultants start out selling to tech companies. A year in, they've pivoted to courses and cohorts for solopreneurs.

Why? Because that's who their content attracted.

"Who relates with content about a struggling entrepreneur? Other struggling entrepreneurs. This isn't rocket science."

What to do instead?

His framework is dead simple:

→ Market the problem you solve
→ Market the process you use to solve it
→ Market the proof you can actually do it

That's it.

Look at your last 10 posts.

How many are about you vs. about the problem your buyer has?

If you're attracting the wrong audience, you're marketing the wrong thing.

Stop writing about your journey. Start writing about their problem.

The followers will be different. But they'll actually pay you.

More on Marketers Do Coffee Podcast + newsletter.

Rachel had done 60+ leadership interviews and years advising senior leaders.

But when I asked her to explain what made her work different in 2 sentences, she went blank.

That wasn't a content problem. It was a positioning problem.

You can't build strong content from muddy thinking.

The raw material was all there:
- Client feedback
- Interview notes
- Years of real pattern recognition

She was brilliant in private. None of it was translating in public.

So I went into the source material, interviewed her, and looked for the sharpest idea already hiding in her work.

Here's what we found...

Most leaders make high-stakes decisions with incomplete information. They can see the strategy, the data, the surface story.

Rachel sees what's underneath.

That became her Full Picture Leadership framework.

Once that clicked, everything shifted.

She started talking about her work with real conviction. Referral opportunities came in. Speaking invitations followed. One post hit 90K views. She launched an interview series to expand her reach beyond LinkedIn.

None of that happened because she posted more.

It happened because she finally had something clear to say.

Positioning first. Content second.

This is the kind of work I do at Orchard Strategy. If this resonates, happy to chat.

You can't give someone a POV.

I've tried. Most content strategists have, even if they won't say it. And every time I did, something was off. The words came out polished but hollow. The client and audience could feel it.

You can give someone a framework. A content calendar. A brand voice doc. But if the thinking isn't already *inside* them, none of it works.

And without it, you're just adding to the noise. Posting about your industry the same way everyone else in your space does. A prospect reads your post, then reads three others that say the same thing. No reason to remember yours.

That's a POV problem. And no amount of consistency, new formats, or better hooks fixes it.

This is what I had to get honest about when I built Orchard Strategy.

My job isn't invention. It's pulling out the best bits.

I use a single filter ➡ does this person already have a point of view living somewhere? In how they talk to clients? In the frameworks they use without thinking? In their opinions they haven't said out loud yet?

If yes, I can pull it out, shape it, and turn it into content that's differentiated and actually drives demand.

If no, no amount of strategy fixes that. The thinking has to exist first.

Going through someone's calls, their Slack, their decks, and finding the sharp ideas they don't even know they have.

Finding it is the job.

Nick Bennett and I dig into this on Marketers Do Coffee Podcast

🎧 Now on YouTube, Spotify, and Apple Podcasts

You can't outsource the thinking part.

Not from something you read or something Claude synthesized from five trending posts.

You need something you lived.

It's what I learned building a content engine from scratch at Arc. When a client says "this doesn't sound like me" and you have to figure out why.

That lived experience? That's the insight AI can't give you and makes you credible to even talk about it.

Of course, AI is useful once you have an actual insight (love Claude Cowork myself).

It's great at processing transcripts, refining structure, and testing how an idea lands when you say it three different ways.

But it can't tell you which version is true to what you actually believe. It can't hand you the raw material.

You have to sculpt that yourself. You simplify complexity. You challenge conventional wisdom because you've seen it fail firsthand. Then you turn it into something that sticks because it's tied to a real example or story.

Real thought leadership = having something to say.

So I'm curious ...

Where do your best ideas actually come from?

It's probably the thing you learned the hard way. The pattern you spotted after doing it dozens of times. Maybe a realization that hit you mid-conversation with a client?

AI can help you say it better.

But it can't do the thinking part for you.

If I were starting founder-led content on LinkedIn from scratch, here's exactly what I'd use.

1. Claude - strategy + projects + skills $17/mo
2. Riverside - record & create video clips $24/mo
3. Gamma - social visuals & carousels $12/mo
4. Wispr Flow - dictate ideas anywhere $12/mo
5. Tally - forms for lead capture & research, free
6. Airtable - content calendar & ops backbone, free
7. Canva - visuals without a designer $15/mo
8. SocialKit - collab, schedule & analytics $29/mo
9. Granola - meetings become content $14/mo
10. Botdog - automate follower growth $35/mo

Total: $1,896/year. That's the whole stack.

The freelancer budget to hire these same roles? $360,000.

The problem with consistent posting is that ideation, drafting, editing, crafting the right image, and scheduling all eat time before a single post goes live.

These tools eliminate the friction.

This works whether you're a head of marketing running lean, or a small team trying to stay consistent without adding headcount.

I've run founder-led content at two different scales, as Head of Marketing at Arc, and now for clients at Orchard Strategy. Consistency comes from having the right tools working together, not from headcount.

But the strategy still needs you. 

Knowing your positioning and which ideas are worth a post, that part doesn't get automated.

You already know your content sounds generic.
 
Maybe you've tried to fix it yourself, sat down to write something that actually sounds like you. What came out was... fine. Clear. Professional. But not the thing that makes someone DM you or tell a colleague "you need to follow this person."
 
Maybe you hired someone. A freelancer, an agency. They asked you a few questions and started posting on your behalf. It was consistent and polished. But it could've been written about any founder in your space.
 
Here's what's actually happening is nobody's extracted your real POV.
 
It doesn’t mean you don’t have one. You do. But you can’t tell which of your opinions are genuinely yours and which ones are just industry common sense you’ve absorbed.

That thing you keep saying in every sales call… is it obvious, or is it actually the most interesting thing about how you think? The story from 2019… just a personal memory, or the thing that would actually make your whole argument click?
 
And the writer you hired couldn't see it either. They weren't close enough to your thinking to know what matters, so they gave you something that sounded smart but could've come from anyone.
 
This is why founders who can close seven-figure deals and lead teams of hundreds end up with a LinkedIn presence that sounds like it belongs to nobody in particular.
 
It's that you can't read the label from inside the bottle. And most people you hand the bottle to can't read it either.

I swear I'm not a bot. Just have too many Claude Code sessions running 😅

What’s today’s equivalent of emo music?

Asking for all my formerly emo millennials 🖤

Reminder: selfies are a great visual hook for posts

Here's how you should use them 👇

The 5 types of selfies that you should post on LinkedIn

“I’m really bad at selfies. Any tips? Like… should I make a weird face or stand in a specific place?”

That’s what a client asked me this week when I suggested adding selfies to their posts on LinkedIn.

They're not alone.
Most people hate the idea at first.
They don’t want to feel cringe or look unprofessional.

But here’s the thing...
Selfies don’t make your content silly.
They make it human.

I’ve written 1500+ LinkedIn posts.
The ones with a real face?
Consistently higher engagement. Better reach.

It shows the person (YOU!) behind the words.

So I made this:
→ 5 selfie types that actually work
→ When to use them
→ The kinds of posts they pair with

If you're building a personal brand...
You want more than likes, you want connection. 
Trust. And visibility that compounds.

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