Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Hope you had a great weekend. I’m writing today’s edition from Manhattan—my new home! Finally all moved in, and settling into my new routine.

If I’m being honest, the past few months have been intense. Between the move and business-related stuff, it would have been easy to fall out of publishing. In some ways, I did (skipped a few Social Files sends…oops). But all in all, I’ve kept the machine humming.

So, I thought I’d share some methods I use—for myself and my clients—who want to make content a priority, despite the demands of life as a scaling founder.

Shall we?

🔎 DEEP DIVE

Content Systems for Scaling Founders

4 practical methods to publish well-done content, even when your calendar is a mess

Executive-led content is an endurance sport. The founders and executives you see winning on LinkedIn, and other platforms, have been publishing online for years.

Adam Robinson’s become one of the household names on the LinkedIn timeline. I remember sitting in the Triple Whale office after work one day, convincing Adam Robinson to start posting on LinkedIn. That was almost four years ago.

Austin Hughes, CEO at Unify, has turned LinkedIn into a major revenue driver for the company. He’s been posting 5x per week for 2 years.

Look at my own trajectory. I’d been writing on the internet for 5 years before I launched Compound. Is it a surprise that we’ve had a waitlist from day one? I think not.

My point is: you’ve gotta be in this for the long run.

One part of that is just having that dog in you.

Another is having the infrastructure in place to keep output and quality high, even when your schedule devolves into a shitshow—because, breaking news: every executive is busy. Yet some make content work for them.

The past three months have been a mess for me. We are very much in a ‘growing pains’ phase of Compound’s growth (exciting, but painful). I was moving from Austin to NYC. And dealing with some other stuff I probably won’t mention in my newsletter about marketing and content.

Yet, the posts went out. The leads came in.

I’d like to set you up with a few practical methods for keeping up with your desired publishing cadence.

(1) Never put up a zero.

I actually learned this from my experience writing a novel. I’d track my words in a spreadsheet. My goal was (is…book is still in progress) to crank out 1000 words per day. But if I didn’t—if my schedule went to shit, if I just wasn’t feeling it—I had to write at least one word in The Shattered Planet [Draft II] Google Doc.

How I’d adapt this for content: commit to getting 2 posts out per week. 5 isn’t even that bad, but 2 is light work. I promise you, no matter how hectic your calendar looks, you can find the 20 minutes to write two easy posts.

Content is a momentum game. Protect momentum with your life.

(2) Bring in a support system.

You’d be surprised how many of your favorite ‘personal brands’ have teams behind them. Scott Galloway has a media team of ~18 people. Gary Vee has plenty more than that.

During ‘easy’ periods, you can get away with doing everything yourself. Fine. But, when you're fundraising, dealing with a churn-risk, recruiting for a key executive hire, or partaking in any of the other requirements scaling founders face that aren’t “write LinkedIn content,” you should have a team.

This is the important nuance: I’m not asking you to hand over the reins to your personal brand to some ghostwriter in Bali. God, please, don’t. Even when you hire a team to scale content output, the ideas must still be yours. Originality is your moat.

In my experience, the founder’s time is best spent providing those raw insights. For us, that looks like hosting 45min Content Interviews every ~2 weeks. Founder shows up, we have a list of topics prepared, and we run through them like a podcast interview. The transcript is like the ‘marble block,’ and our job is to be the sculptors who turn the transcript into a gorgeous, optimized post for LinkedIn.

Again, no matter how busy your schedule gets, you’ll have 45min every 2 weeks to sit down and yap with your team. I promise.

(3) Vary your post length.

Many people have an expectation that every LinkedIn post must be a long-form wall of dense text. This is not true. Especially in 2026, short-form posts can hit—they often do.

So, don’t pressure yourself into posting 5 thesis-style LinkedIn content pieces.

Instead:

• Shoot for ~2-3x pillar pieces per week (in-depth listicle, framework, personal narrative, etc).

• Shoot for ~2-3x short-form ‘easy win’ posts per week (meme, new hire highlight, etc).

(4) Replay your greatest hits.

If a post ‘won’ before, it will win again.

When you're stretched for time, and perhaps don’t even have the mental capacity for a Content Interview, here’s what you do:

• Scroll 3-4 months back on your LinkedIn profile

• Pick an ‘evergreen’ post

• Copy + Paste

• Publish

I promise you: (1) the post will do well (2) nobody will notice you reused a post.

I’ve done this dozens of times in the past year. I’ve also seen Matt Barker, another LinkedIn strategist, write about how he tested an entire week’s worth of reposted content. It did fine.

Another, less direct way to repurpose older content is to rewrite the hook slightly, but leave the body copy in place. This gives the illusion of a fresh piece, without having to write a post entirely from scratch.

I hope this is all helpful for you. If you remember one idea from this piece, let it be this: you have far more levers at your disposal than you think.

Use them to set yourself up for consistent, high-quality content output.

PS: if you want to hire Compound to handle executive content for you, join our waitlist. We’re about a month out from onboarding new clients.

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

• Keeping it real, I don’t think I’ve consumed a business podcast or article in the past week. My entire podcast rotation has been overtaken by The Rest is History. I’m 100% OK with that.

Check these out.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

• Read the rest of my essays

• Work with my agency in 2026

• Steal my founder-led content templates

Talk soon,

Tommy Clark