Social Content Pipeline

This drill builds a repeatable system for producing and distributing social content that drives inbound interest. It covers ideation, writing, scheduling, and measurement.

Prerequisites

• LinkedIn profile optimized for your target audience
• Content calendar or backlog of topic ideas
• PostHog set up to track social referral traffic

Steps

1. Build your content pillars

Define 3-5 content pillars that align with your ICP's problems and your product's strengths. Examples: industry trends, tactical how-tos, customer stories, contrarian takes, behind-the-scenes of building. Every post should map to one pillar. This prevents random posting and builds a recognizable voice.

2. Create a weekly content cadence

Set a sustainable posting frequency: 3-5 LinkedIn posts per week is a strong pace. Assign pillar types to days (e.g., Monday = industry insight, Wednesday = tactical tip, Friday = story or opinion). Batch-write content weekly — spend 2 hours writing the next week's posts.

3. Write posts using proven formats

Using the linkedin-organic-hooks fundamental, craft attention-grabbing opening lines. The first line determines whether anyone reads the rest. Proven formats:

• List posts: "7 things I learned about [topic] after [experience]"
• Story posts: Start with tension or a surprising moment, deliver the insight at the end
• Contrarian posts: Challenge a common belief in your industry with data or experience
• How-to posts: Step-by-step breakdown of something your audience struggles with

Using the linkedin-organic-formats fundamental, structure each post: hook (line 1), body (value or story), and CTA (comment, share, or link to resource).

4. Schedule and publish

Use a scheduling tool or post manually at optimal times. LinkedIn engagement peaks Tuesday-Thursday, 8-10am in your audience's timezone. Queue posts in advance so you are not scrambling daily. Always engage with comments within the first hour of posting — the algorithm rewards early engagement.

5. Repurpose across channels

Take high-performing LinkedIn posts and adapt them for Twitter (shorter, punchier), your newsletter (expanded with more detail), or blog posts (full long-form treatment). One idea should generate 3-4 content pieces across channels.

6. Track performance

Using the posthog-custom-events fundamental, track social-driven website visits, signups, and demo requests. On LinkedIn, track impressions, engagement rate, and follower growth weekly. Identify which pillars and formats drive the most inbound. Double down on what works, drop what does not.