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 spent my Saturday rotting on my couch, diving into a new book—The Will of the Many.

I miss reading Red Rising, though. Countdown to book 7 is on.

Anyway. Got a good one for you today. I’m walking you through the exact system we use to help founders delegate their social content creation—authentically.

Have your marketing team copy-paste this.

Shall we?

🔎 DEEP DIVE

How to delegate your LinkedIn content (authentically)

The exact Content Interview framework I use to help B2B CEOs produce 5x LinkedIn posts per week

Ok. You’re a B2B SaaS founder who wants to start posting more on LinkedIn.

Maybe you’ve seen one of my videos. Or an investor told you about founder-led content. Or you saw a competitor who’s apparently cleaning up with LinkedIn content.

Probably that last one.

Anyway, you want to post more. But, there’s a problem.

Your calendar is an absolute dumpster fire. You’re on more and more sales calls. Maybe you raised a round and are in a hiring push. You have team meetings that fill any open spot in your calendar.

And you for sure don’t want to use that random 15-minute block between meetings to draft a content piece for LinkedIn. Even if you did want to, good luck getting into any sort of ‘flow’ state.

So, you’ve thought about hiring a ghostwriting agency to help you produce content, without the time. But you also have a founder friend who did that. And his content is unbearably cringe. Like, how did he let that on the timeline…under his name?

There’s hope.

Done right, you can outsource your content production. You can do it in a way that gets a post 97% of the way there. Then, you just clean it up in 5-10 minutes. And boom. You have founder-led content, in a fraction of the time, in a writing style that feels like you. Because it is you.

But…how?

Today I want to open source the framework I use with all of my clients here at Compound. I call it the Content Interview.

We interview you. To make content. Mind. Blown.

The cool part is that you can adapt this with your internal marketing team, if you want.

How to run a Content Interview

Here’s the exact framework we use with our clients to craft 5x pieces of founder-led LinkedIn content every week for a Series A SaaS CEO.

Step 1: Prepare your prompts.

Prepare 7-10 content prompts based on topics that we think will perform well on LinkedIn, specifically with the startup’s ICP.

You’ll want to balance this between:

• TOFU: Broader business-building and ‘founder life’ topics that perform well on LinkedIn, but may cast a wider net

• MOFU: Industry-specific thought leadership that is value-based (not salesy) and is targeted to your ICP

• BOFU: Product-related content like customer anecdotes, case studies, company updates.

Start with the end in mind.

Meaning, each prompt should translate into 1 post.

For example, if I ask:

What's one [category] belief you have that others disagree with you on?

…I’m gonna take your answer and turn it into an Industry Hot Take post.

If I ask:

What are the top 3-5 problems or pain points your ICP runs into when trying to [achieve the desired outcome]? Why do these problems exist?

…I’m gonna turn your answer into a listicle going through the problems your ICP is dealing with, why they exist, and how to solve them.

Don’t make the mistake of using questions that are too open-ended. You want to have guardrails in place to prevent rambling. Founders love to ramble.

As you practice Content Interview, you’ll start to learn to speak in content. You’ll package your answers in ways that make it easy for your team to extract posts.

Step 2: Run the Content Interview.

Schedule a 30-45 minute Content Interview where your marketing person runs through each of these 7-10 prompts, in a conversational format.

Think of it like a podcast that isn’t getting published anywhere.

Should feel casual to you, but the prompts give your team (or agency) the structure to extract relevant source material.

Again, run this with the goal of turning one answer into one post.

Whoever is running the Content Interview should have enough skill as an interviewer to know when to press for more details, ask follow-up questions, etc.

You also need to give them license to keep you on topic. Again, founders love to ramble. But rambling makes the transcript a lot more difficult to translate into high-performing posts.

This is why treating Content Interviews like a podcast is helpful. You wouldn’t—or I would hope you wouldn’t—send yourself off on a tangent when an innocent podcast host asked you a question.

Step 3: Extract the source material.

The transcript from that Content Interview serves as the source material for the LinkedIn content.

The transcript is the marble block. We’re the sculptors who craft it into a piece of art worthy of the LinkedIn timeline.

Imagining myself as Michelangelo creating the statue of David makes writing a LinkedIn post for a fintech founder a bit more bearable. Jokes. Jokes.

In all seriousness, the beauty of this format is that the content that’s ‘ghostwritten’ is not really ghostwritten at all.

The posts were ideas and stories that only you can write about, because they’re unique to you.

We’re not pulling generic stories from Wikipedia pages.

The content that you ‘delegate’ should be the content you would have written anyway—but again, your dumpster fire of a calendar prevents you from doing so.

Another bonus of relying on the Content Interview transcript as the primary source material is that it’s easier to nail your tone of voice. We’re using your words, in the way you phrased them.

Step 4: Turn the source material into refined LinkedIn posts.

Your team turns that transcript into 5x posts for the week with optimized hooks, cleaned-up flow, and proper formatting to succeed on LinkedIn.

Again, the content is matched to the tone of voice of the CEO because it came from the interview. We’ll also have tight feedback loops with the CEO to refine tone of voice in Month 1 of this project.

The exact content calendar is going to be dependent on you and your goals (more on how to build yours here).

That said, your team should already know what posts they’ll be producing.

They should have this taken care of back in step 1, when they produce the content prompts.

Step 5: Edit the content.

Look. This process isn’t totally ‘hands-off.’

If you want your content to be immaculate, you’ll likely need to do final edits before the piece goes live.

But, making minor tweaks to a post for 10 minutes is far more time efficient than staring at a blank page and fumbling your way through a draft you hate for 3 hours—for a single post.

Final thoughts.

If I was a busy CEO who understood the power of founder-led content, but didn’t have the time to sit and write for 5-10hrs per week, I’d either:

• Have the marketing hire on my internal team own this process. Just copy-paste this workflow. I also have a YouTube video that lays it out in even more detail.

• Work with an external partner like a freelancer or agency to run this process.

The one thing I wouldn’t do is sit on my hands and not post.

I cannot overstate how powerful a consistent, compelling content engine is for you as a founder. I’ve built my entire agency on the back of it.

I just had one of our clients at a seed stage SaaS tell me that more than 60% of his net new ARR in the past month came inbound from LinkedIn. Another told me that every sales call he’s on cites his LinkedIn content as the way they came inbound.

By the way, if you want to launch your founder-led content motion—no, not a sales pitch—read this playbook next. In it, I’ll walk you through how to stand up a LinkedIn presence.

Then, you can use this Content Interview framework I just took you through to source the material for it.

If this was helpful, forward this to your marketing team and have them get on it.

🗃 FILE CABINET

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

• 3 LinkedIn Content Templates You Need (COPY THIS) by Tommy Clark 🎥

• How to Write Fearlessly (like Scott Galloway) by David Perrell 🎥

• Adam Robinson: $1M ARR in 16 weeks with Founder-Led Marketing by Liam Dunne 🎥

Check these out.

BEFORE YOU GO…

As always, appreciate you allowing me into your inbox every week.

If you want to run Content Interviews with your team, but don’t know what prompts to use, check this out.

I just released a template pack, with 30+ of the prompts we use with B2B CEOs at Compound.

I plan on updating this with more and more over time. So, I kept the price low at $27.

If you use these prompts, and run the above playbook, you’ll have enough content for at least 1-2 months (that’s being conservative).

Grab it if you want. And let me know what else you want me to add to it. Want to make this a no-brainer for anyone who’s considering launching founder-led content this year.

Talk soon,

Tommy Clark

PS: If you want Compound to run a founder-led content motion for you… save a spot on our waitlist here. We’re at capacity right now, but looking to partner with some SaaS startups in August.