I’m a copywriter and content strategist. My job is getting people to buy your product.
 
I’ve written millions of words, generating my clients hundreds of thousands of dollars in sales. As a copywriter and consultant, I work with individuals and businesses, including Fortune 500 and Fortune 200 companies, to help them drive sales through compelling copy and content. 
 
I also share my techniques and insights with those looking to improve their marketing strategy or copywriting technique.
 
Need words that sell? Contact me.

Kat Ilich

Reddit is like an unsupervised focus group. Your prospects are literally handing you headlines, objections, and emotional triggers for free. Here’s how to mine Reddit for more raw, emotional copy that sounds more interesting than b2b beige.

1️⃣ Find where your ICP is chattering. Search by keyword, or pain. 
2️⃣ Screenshot their words
3️⃣ Strip the usernames
4️⃣ Turn the rants into headlines

If your audience is talking, don’t let that intel go to waste.

On a mission to eliminate B2B blah blah. Content. Copy. Messaging.

How marketers can use Reddit

It’s a little less depressing getting 3 likes on a post when you remember this:
Most of LinkedIn is the silent majority.

They log in, scroll, read, maybe screenshot, and never touch a like or comment. Estimates about LinkedIn's numbers say:

~16% of users are active daily
~40% engage weekly
~48% are active monthly
But only ~1–3% actually post content.

 Everyone else is just… watching. And a big slice of those passive users wouldn’t dream of commenting or even liking your post, for a few reasons:

🫥 They’re afraid of employers seeing what they engage with
🫥 They don’t want colleagues tracking their behavior
🫥 They’re in regulated industries (pharma, finance, etc.) where they can’t be seen “endorsing” certain content. In some cases, even LIKING a post is too big a risk

These people are not piling into your comments section. They’re quietly reading and moving on.

This is where LinkedIn’s “360 brew” and the save metric get interesting.
Many people have already talked about the new algo (the system LinkedIn now uses to score, rank, and push posts based on patterns). One clear shift: the algo now highly rates saves, and we can finally see how many a post gets.

So you’ve got:
🔹 An algorithm that loves saves
🔹 A platform where most people never engage publicly
🔹 A metric that sits right at the intersection of those two

On a recent post of mine that got solid traction, the number of saves was higher than comments AND reactions combined. That tells me a lot more than the like count.

So I’ve started asking, "What makes something savable?" Here's what I've concluded: 

👉 In-depth knowledge: Step-by-step guides, breakdowns, “here’s exactly how to do this” posts. Basically: tactics.

👉 Actionable advice. Clear, practical suggestions people can actually use, not just “interesting thoughts.” Something they can test out right now for themselves. (aka also tactics.)

👉 Useful resources: Templates, scripts, examples, checklists...anything people can reuse, forward, or steal from later.

👉 Strong opinions on niche best practices. Posts people can send to their boss or team as backup: “This is what I’ve been trying to say.”

👉 Stats and trends. Numbers and insights they want to reference or cite in decks, reports, or internal Slack threads.

👉 Relatable, specific stories: Growth stories, “here’s what actually happened,” and posts that feel honest and (keyword here!) confessional. Those tend to get saved because they hit on real experiences.

👉 Spicy conversations: Opinionated, controversial, or otherwise “popping off” threads people want to come back to or show someone else later.

I don’t think the goal is to worship saves or ignore everything else. The real win is probably saves + conversations (that’s another post). Still, as far as clues about the silent majority go, this one’s worth paying attention to.

Some of you are A/B testing buttons on your website when the actual problem is no one knows what the hell you sell

Whoever invented the .webp file extension should be in prison

If you want content to DO anything, it has to make a very specific person feel seen AND slightly called out.

Most people post takeaways like: “If you want better results from your content, be consistent, provide value, and speak to your audience’s pain points.” 

In other words, surface-level observations. 

They're true. Absolutely. But...No one disagrees. No one changes anything.

Instead, speak to: 

👉 A specific situation
👉 A specific feeling 
👉 A specific kind of person

Example:  "It’s Wednesday at 10:42 a.m. Your posts are going live like clockwork. Your notifications are ‘decent.’ And yet your calendar is so empty you keep reopening it, hoping it’s a glitch. If you want better results than THAT from your content, here's what to be doing instead."

When editing content, try asking:

1) Who exactly should feel mildly called out by this?

2) What would they be looking at / holding / dreading when they scroll past it?

3) Can I write one sentence that would make them think, “Okay, rude, but yes”?

Stop writing safe, agreeable truths. Start writing sentences that would only land for the person you actually want to work with.

What if LinkedIn had its own Christmas song?

I went ahead and wrote one. 
Wishing you a humble-braggy LinkedIn this year!🎄

Brent Bouldin

New Media Advisors

We are trusted digital marketing advisors helping brands clearly identify their greatest challenges and capitalize on opportunities.  We work alongside in-house leaders, creating solutions that drive sustainable growth.  We function as a strategic layer of checks & balances to vet big ideas, review go-to-market channel plans and maximize the ROI from our client's digital investments.  We partner with clients to maximize revenue, impact and market share.  Our services are tailored to solve short term pains for long-term gains. When our clients win, we win.

Partner

Choice Hotels International

Held overall responsibility for the company’s marketing strategy and programs.  Was responsible for Choice’s overall customer acquisition strategy across all media platforms, including television, digital, social, content and search.   Created and managed annual advertising budgets in excess of $115MM.

Head of Marketing, Media and Customer Acquisition

Bank of America Merrill Lynch

Provided executive leadership for Bank of America’s Digital Marketing and Media Center of Excellence.  Oversaw all digital media, search and paid social media programs for the entire Enterprise.  Responsible for end-to-end campaign strategies, media plan development, digital and television buying, digital campaign implementation and optimization and digital innovation.  Worked closely with Enterprise Head of Media and Chief Marketing Officer on digital strategies, fraud and verification standards and overall media approach.

Focus areas include digital media plan development, paid and organic search management, integration and optimization, creating and implementing campaign learning agendas and improvement strategies, oversight of multiple agency partners and ensuring strong integration between digital creative and media.

Senior Vice President - Enterprise Digital Marketing & Media Activation Executive

Deloitte Consulting

Manager in Deloitte's Strategy practice with a focus on Financial Services .  Provided strategic advisory services to leadership of Fortune 300 organizations on topics including digital strategy, e-commerce expansion, operational planning, product mix improvement, process redesign and enterprise cost reduction. Key clients included Thrivent Financial for Lutherans, CapitalOne, Nationwide, Unum and Bank of America.  Key projects focused on web strategy development, business transformation/cost reduction and merger/integration.

Manager - Strategy & Operations Practice

The North Highland Company

Senior Manager in the firm's Financial Services practice.  Focused on digital strategies in the Wealth Management and Banking industries.  Key clients included TIAA-CREF and Bank of America.

Senior Manager

Wachovia

Directed internal consulting teams providing thought leadership, marketing analytics and statistical support for marketing programs across the bank.  Key projects focused on re-entry into the credit card business, changing the segmentation methodology for mass market customers and developing bundled service offerings for under served markets.

Associate Vice President

FedEx

Developed and implemented marketing and site redesign strategies for FedEx.com.  Key projects focused on redesign and relaunch of FedEx.com and managing the relationship between FedEx and Microsoft around incorporating shipping capabilities into Microsoft’s Small Business offerings.

Product Manager

Wake County Public School System

Apex Senior High School - designed, prepared and delivered instruction to six different business technology classes.  Courses included Visual Basic, C++ and Advanced C++ programming for 125 students in grades 9-12.   Coached varsity and junior varsity boys basketball.

Business Technology Instructor

The Coca-Cola Company

Managed internal consulting engagement charged with creating the strategy for Coca-Cola’s Service Source fulfillment web site.

MBA Intern - Fountain Operations

Ernst & Young LLP

Senior Consultant in E&Y's Business Process Improvement/Strategy practice.  Key clients included Coca-Cola, Sunbeam, Time Warner Cable, Duke Energy and Ernst & Young International. Key projects focused on shared services, process improvement/cost reduction, Y2K readiness and merger/integration.

Senior Consultant

Partner - New Media Advisors ► Helping companies improve performance in digital marketing while also reducing marketing spend

𝗪𝗛𝗔𝗧 𝗜 𝗗𝗢: I help marketers in regulated industries transform their digital strategies to deliver measurable results. With deep expertise in enterprise SEO, content marketing, and digital strategy, I specialize in optimizing digital presence, reducing costs, and creating sustainable growth engines. My approach focuses on actionable solutions that empower in-house teams to succeed.

𝗪𝗛𝗢 𝗜 𝗪𝗢𝗥𝗞 𝗪𝗜𝗧𝗛: For over 25 years, I’ve partnered with leading brands across regulated industries, including finance, healthcare, insurance, and utilities. Some of the organizations I’ve worked with include:
🏛 Bank of America
🏛 Wells Fargo
🏛 Capital One
🏛 KeyBank
🏛 Cumberland Valley National Bank
🏛 Abby Bank
💲 Thrivent Financial
💲 TIAA-CREF
📈 Merrill Lynch
💰 U.S. Trust
🆘 Nationwide
🆘 Unum
🆘 the 4th largest insurance company in the world
🏛 the 4th largest Credit Union in Georgia 
🏠 a top 25 mortgage lender
📰 one of the world’s largest news agencies
💊 the 7th largest healthcare company in the world
🧬a telehealth and genetic testing provider
📈 the largest broker dealer in the United States
🚂 the second largest freight railroad company in the United States
⚡️ the 8th largest utility company in the United States

𝗪𝗛𝗔𝗧 𝗠𝗔𝗞𝗘𝗦 𝗠𝗘 𝗨𝗡𝗜𝗤𝗨𝗘: As a former marketing leader at Fortune 100 companies, I’ve built high-performing teams, managed multi-million-dollar budgets, and driven enterprise-wide strategies that deliver ROI. Having worked both in-house and as a consultant, I offer a well-rounded perspective on the unique challenges of regulated industries.

𝗪𝗛𝗬 𝗜𝗧 𝗪𝗢𝗥𝗞𝗦:  I’ve been in your shoes. Whether it’s navigating compliance requirements or implementing scalable SEO programs, I deliver proven strategies tailored to real-world challenges. My focus is on long-term success, building solutions that strengthen both your digital presence and your team’s capabilities.

𝗔𝗥𝗘𝗔𝗦 𝗢𝗙 𝗙𝗢𝗖𝗨𝗦
🔍 Enterprise SEO & Local SEO
🧾 Scalable Content Marketing
📊 Marketing Analytics & Attribution
🖥 Digital Strategy for Regulated Industries
📣 Paid Media & PPC Optimization
📏 ROI-Focused Marketing Solutions

𝗥𝗘𝗔𝗗𝗬 𝗧𝗢 𝗧𝗔𝗟𝗞? Feel free to connect with me here on LinkedIn or visit me online at www.newmediaadvisors.com.

taplio

The Battle

Kat Ilich

Brent Bouldin

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kat Ilich's LinkedIn Performance

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