Social Files by Tommy Clark
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Sample founder-led content calendar (with real examples)

Sample founder-led content calendar (with real examples)

Use these 5 post formats for the next 90 days and increase your LinkedIn reach

Tommy Clark
October 20, 2025

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. Back in Austin now after some travel. Spent the weekend catching up on both sleep and reading.

Current read: still reading Of War and Ruin by Ryan Cahill. This is the third novel in The Bound and the Broken series. Just over the halfway mark. Chipping away at the 1400 page beast.

Also made progress on my own novel. 81,000 words into the first draft. Nearing the midpoint!

Now, before I spiral into a tangent on books and writing, let’s get to the content marketing stuff.

Today, I want to give you a simple, proven content calendar you can copy to create better LinkedIn content. All it is: five, simple post types you can cycle through.

I’ve done all the testing for you. These work.

Shall we?

🔎 DEEP DIVE

Sample founder-led content calendar (with real examples)

Use these 5 post formats for the next 90 days and increase your LinkedIn reach

Simple piece for you today.

You want to post on LinkedIn; however, you have no idea what to post.

Just use these five content formats I’ve seen work across 50+ founders and hundreds of content assets per week. If you genuinely, actually use these…your account will grow and you’ll get more leads.

POST 1: ICP Personal Story. You have experiences from your time as a founder, or in your previous role, that your ICP will resonate with. Use a narrative hook and share a personal story with a takeaway relevant to your ICP. If you're new to posting on LinkedIn, start with your Origin Story (these are a constant outlier among our client posts).

POST 2: Savable ICP Framework. Share a savable framework, template, or checklist that your ICP would find valuable. Use the power terms “framework,” “workflow,” “checklist” etc. in the hook. Also, I tend to find it helpful to make it a listicle by including the number of steps (i.e. “5 step workflow”).

POST 3: Industry Hot Take. Tell me how you really feel. What’s one take you have about your industry that most others would not agree with. No hedging. Use a polarizing, declarative sentence in the hook. The goal is to generate comments.

POST 4: Trend-jacking Industry Commentary. Pick one popular news story in your category and give your (preferably hot) take. Use the well-known person or company name in the hook to capture the scroller’s attention.

POST 5: ICP listicle (with anecdotes). Compile a list of tips, frameworks, hot takes…whatever! Listicles are a tried-and-true content format that drives saves. These are great, since the ‘items’ on your lists can just come from your day-to-day learnings. Pair each ‘item’ with an anecdote from your day-to-day or a story from earlier in your career. Stories differentiate your content from AI slop.

You can cycle through these five post types over the next 90 days, and expect to see better content performance, plus more pipeline attributable to LinkedIn.

This is not that complicated.

The hard part is sitting down to write the words. Founders who win on social either commit the time to write, or the resources to build a team who can support that writing workflow.

For a deeper dive on building these systems, read this next.

And if you want 75+ content topics and formats to use on LinkedIn, you can get the rest of my templates here.

🗃 FILE CABINET

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

Brutally Honest Advice About LinkedIn Growth in 19 Mins by Tommy Clark 🎥
If your LinkedIn posts get under 1000 impressions… do this by Tommy Clark 🎥
Daniel Ek, Spotify by David Senra 🎥

Check these out.

BEFORE YOU GO…

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