Matthew Hunt

I help busy B2B CEOs create all their snackable LinkedIn content from a 1-hour monthly interview. -> Demandii.com

I help busy CEOs create their snackable content from a monthly 1-hr interview each month because their biggest obstacle is time.

Once a CEO gets consistent with publishing daily helpful short-form content, the bi-product is:

- Stay top-of-mind with their warm network.
- Soft touches with their team, prospects, and clients. 
- Forces them to become a more effective communicator.
- Leads to speaking and new media opportunities like being featured on Podcasts and Virtual Summits.

Any time a founder can multiply themselves without taking up all their time is a HUGE WIN!

Personal branding on LinkedIn is an evergreen and compounding strategy that ALL founders and CEOs need to invest in.

I have battle-tested this process with over 250 CEOs.

It works.

We have the data to prove it.

We have driven millions free impressions for our clients and taught them how to build demand for their services without being slimy or salesy.

See over 100 client testimonials and case studies here: https://www.demandii.com/case-studies

You can see my whole LinkedIn GTM strategy in this 15-minute video at Demandii.com

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If you are interested in working with me, DM me on LinkedIn 

OR 

book time with me via Demandii.com

Founder

Demandii.com helps busy CEOs create all their content for LinkedIn in 1-2 hours per month so they can stay top of mind with their warm networks and become micro-celebrities in their niche. 

🚀 HOW WE DO IT:

We start with three 1-hr workshops to better understand your business and what makes your ICP tick. It's the foundation for creating compelling content.

Then, we meet with the busy CEOs monthly and interview them on a tool like Zoom.   We ONLY need them for 1 hour. 

This interview creates 20 snackable pieces of content:  video posts, text posts, image posts, etc. 

Then, we send that content to the CEO for approval and feedback. This process takes them about 30 minutes to put any final touches on it, so the voice is on point.  

Then, we schedule and post (do all the tedious stuff CEOs should never do) to ensure they are consistent on LinkedIn. 

🤝 WHOM DO WE WORK WITH:

We work with anyone who sees LinkedIn as a core channel. We work directly with the CEO or founder. 

🌐 LEARN MORE:

Demandii.com

Minus 23 doesn't keep these founders from walking and talking! 
Love the Friday founder walks.

I help busy CEOs create all their LinkedIn content in 1 hr/month -​> Demandii.com

First Friday founder walk of 2026!

We had Abhinav Jindal, Chloe Gravelle, 🇨🇦 Andrew Jenkins, Kristine White, Craig Colby 🇨🇦, and few others like H. A. Tepha drove in from Milton! 

——

What are the Friday Founder Walks? 

It’s not a mastermind, not a networking event — just founders (or CEOs) walking and talking. 

No agenda. No slides. Just space to think, swap stories, and connect with others who get it.

This is not meant to be an exercise—just a nice chill way to start your Fridays by connecting with some like-minded people. 

When: Every Friday at 7:30 - 8:30 am (rain or shine) 

- It's on the east side of Toronto (meeting location is Withrow Park)
- The walk is approximately 4 km long and takes about 40 minutes to complete.
- Its meeting location is Withrow Park.
- We take a pitstop at the Riverdale Perk coffee shop (beside Withrow Park), so you can grab your caffeine fix and then end the walk back where we started. 

Lots of free parking around the park at that time in the morning.

If you’re a founder (or CEO) in Toronto and would like to attend, DM me.

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P.S. - If you were there, please comment and share your experience, including who you spoke to and what was helpful or fun for you.

You can't control the wind, but you can definitely build a bigger sail. Most people think a personal brand is just "posting."

You can be the most brilliant strategist in the world, but if nobody knows what’s inside your head, you are statistically likely to stay exactly where you are. You’re waiting for a "break" that has no way of finding you.

I decided to treat my LinkedIn feed like a public research lab. I post my best SOPs. I shared the "failures" that cost me $50k. I gave away the very thing I used to charge for.  I share helpful tips every day, both as posts and as comments.  

The results weren't "lost revenue." It was a flood of "luck." 

- I didn't have to pitch for speaking gigs anymore
- I didn't have to hunt for partners
- Amazing talent started hunting me down 

This is how you become a luck magnet.

When you increase your surface area by being helpful, "luck" becomes an inevitability, not an accident.

Who agrees...?

No alternative text description for this image

Most people screw up DM selling, here's why:

2026 Founder Credibility: Your social profiles are your new website.

When someone hears about you, they check your social first (like LinkedIn).

No content = no credibility. 

It's the modern "we're legit" business card.

If you are not showing up here, you look like you might be out of business.

PS - I know a guy who can help you with that problem. ;)

Demandii is 5 years old now!  I hear from others, "I want to run a 7-figure agency, too! How'd you do it?"

But when I ask, "What are you doing right now to generate sales to get there?" the answer is usually silence. Or worse, it’s "I’m tweaking my logo" or "I’m updating my website."

Building a successful agency takes 5 years of grinding. But most agency owners fail because they focus on the destination rather than the day-to-day revenue-generating tasks required to make the business. They get paralyzed by the gap between where they are ($10k/month) and where they want to be ($400k/month).

Luckily, closing that gap is simple if you know how to use the Reverse-Pyramid Framework.

The secret is to stop looking at the mountain and start looking at your feet.

Step 1: Lock in the 5-Year Goal. Visualizing $5M isn't enough. You need to do the math. That looks like roughly $416k/month in revenue. That’s 104 clients at $4k/month, with a team of 25. 

Tip: Be specific about the math.

Step 2: Calculate the "1-Year", "Monthly" and "Weekly" bridge activities. 

You don't leap to $5M. You climb—one step at a time.

To stay on track, you may need to hit $1M ($83k/month) by the end of Year 1. That means this Month, you need to add 2 new retainers. 

Yes, you will have to do other things, operations, customer success, etc, but you rinse and repeat each thing for all departments.

And, whatever your sales are, you'll likely need to do much more than you want due to natural churn (about 30% annually in agencies), but to keep this example simple, we'll ignore that for now.

Step 3: Execute the "Right Now" Marketing & Sales Actions. 

Based on your monthly goal of 2 new clients, what must you do today? 

You need 10 sales calls. To get 10 calls, you need to send 100 cold DMs/week on LinkedIn and post a helpful daily tip or resource. 

So, your "Right Now" task is simple: Write a helpful post. Then send the first DM; rinse and repeat 20 times/day.

Who agrees that we sometimes overcomplicate the process and allow busywork to get in the way of real revenue-generating work?

Most CEOs don't know what content to create (until now).

Here's a great punch list leveraging Demandii's ACES Method:

1) AUTHORITY
(Micro TED Talks & Expert Positioning)
- The Counter-Intuitive Truth: Challenging an industry "norm."
- The 5-Year Prediction: Where your industry is heading.
- Your Proprietary Framework: Explaining your unique "how."
- The Cost of Inaction: The real price of not solving the problem.
- Lesson from the Trenches: A high-level insight from a recent win.
- Industry Deep Dive: Breaking down a complex technical topic.
- The "CEO Perspective": How you view the market differently.
- Framework Breakdown: A step-by-step "Micro-Masterclass."
- Leadership Philosophy: Your core principles for building a team.
- Debunking a Viral Myth: Using data to disprove a common belief.

2) CONNECT
(Heart, Gut, and Funny Bone)
- The "Rock Bottom" Moment: Sharing a failure and what it taught you.
- The "Why" Behind the Brand: The personal mission driving you.
- Reality Check: A "messy" look at the CEO's life (not the highlight reel).
- Relatable Industry Memes: Humour that only your peers/clients get.
- A Personal Milestone: Celebrating a win outside of the office.
- The "Work-Life" Struggle: Honest thoughts on balance and boundaries.
- Mental Health Minute: Normalizing the stress of leadership.
- Tribute Post: Honouring a mentor or teammate who inspired you.
- Coffee Chat: A casual, "unfiltered" thought on your mind today.
- What I’d Tell My Younger Self: Advice for your 22-year-old self.

3) ENGAGE
(Conversation Starters & Pulling Back the Curtain)
- "Help Us Choose": Feedback on a new logo, colour, or feature.
- The CEO AMA: "Ask Me Anything" session in the comments.
- The "What Am I Missing?" Post: Asking for audience advice on a project.
- Sneak Peek Video: A raw look at a product still in development.
- Decision Polls: "A vs. B" options to include them in the journey.
- Whiteboard Session: "Here’s how I’m thinking about this—thoughts?"
- Office Tour / Team Culture: A look at the inner workings of the team.
- The "Caption This" Photo: Using humour to get people talking.
- Question of the Day: A simple, high-engagement industry question.
- "Unpopular Opinion" Poll: Asking the audience to weigh in on a debate.

4) SHOW
(Demonstration, Results, and Proof)
- The Transformation Reel: Before & After results for a client.
- Video Testimonial Highlight: A client sharing their success story.
- "The Win" Screenshot: Tangible proof of growth or revenue.
- Case Study Deep Dive: How we achieved [X] result in [Y] time.
- The Outcome Walkthrough: Showing exactly how a client uses your tool.
- Client Spotlight: Celebrating a partner's recent achievement.
- "Receipts" Post: Sharing data, analytics, or award certifications.
- Project Time-Lapse: From the first meeting to the final delivery.
- Success Montage: A compilation of various client wins and smiles.
-  The "Evidence" Post: Highlighting 80+ case studies and success stories.

Helpful? (click save)

There are many myths surrounding how to share content on this platform; these 3 link-sharing ones drive me nuts.

MYTH 1: You must put your link in the first comment to avoid an algorithm penalty. 

TRUTH: LinkedIn is now hiding those comments. If your link is hidden, your click-through rate drops to zero.

I’ve tracked dozens of posts over the last 30 days. Posts with the URL in the main body are getting more engagement because people actually see the call to action.

MYTH 2: External links in the post body "tank" your reach. 

TRUTH: Low-quality content tanks your reach. If your hook is strong, LinkedIn will show the post regardless of where the link lives.

The "penalty" for an external link is negligible compared to the penalty of a "link in comments" post that nobody can find.

MYTH 3: You should edit your post to add the link after it goes live. 

TRUTH: This often triggers a re-indexing that can actually slow down your initial momentum.

The "edit trick" is an old-school hack that the algorithm caught up to months ago.

Stop putting your links in the comments to avoid decreasing reach. Just include the URL in the primary post copy. It’s fine. Seriously.

3 Myths About Adding Links to Your LinkedIn Posts

Everyone is getting the SDR role wrong.

It is because the title "Sales Development Representative" creates the wrong intention.

When your team thinks their job is "Sales Development," they focus on the transaction. They "spray and pray." They bother people in the DMs.

I am proposing a rename: Starting Deeper Relationships.

Why? Because names lead to intention.

Starting Deeper Relationships (the new SDR) starts with care:

1. Giving - Share a resource or a point of view that helps the lead without asking for anything back.

2. Probing questions - Ask something that shows you actually read their profile. Not "Can I have 15 minutes?" but "How are you handling [specific problem]?"

3. Meaningful commenting - Don't just say "Great post." Add to the conversation.

4. Real social selling - Build a presence so that when you do reach out, you are a familiar face, not a stranger with a pitch.

If we did this, LinkedIn would be a better experience for everybody.

Who agrees?

CEO's: Thought experiment for you. (EGC) Employee-Generated-Content isn't just a marketing strategy. It is a training strategy.

Most people don't remember what they read or watch in training.
It's not their fault, it's normal.

Most companies try to ramp up new hires using the top two layers:

Reading: "Here is our Notion wiki." (10% retention)

Audio-Visual: "Watch these 15 Loom videos." (20% retention)

Then leaders get frustrated when the team fumbles the pitch or our CS team can't explain the roadmap 30 days later.

Companies are setting their team up to fail. 
They are feeding them information in the format they are biologically wired to forget.

Here's how we've fixed this at Demandii:

We don't just ask the team to "learn" the product.
We practice in private teardowns.
We practice our verbal brand.
We make time to capture the content.
We give them time teach it publicly and make it safe to do so.

Instead of reading the SOP?
Rewrite it in your own words.

Instead of watching the demo?
Record yourself doing it and post it.

Instead of listening to the sales call?
Write a LinkedIn post about the objection you heard.

Why this works:

To write a coherent post about a complex B2B topic, you cannot fake understanding. You have to synthesize it. You have to structure it. You have to anticipate questions.

Making short videos makes you a more effective communicator.
Writing makes you a more strategic thinker.

We are forcing them into the "Teaching Others" tier (90% retention).

If they can't write about it, they don't know it.

Stop optimizing for "content distribution." 
Start optimizing for "competence distribution."
The by-product is more experts on your team, more people impacted, and more new business.

The real ROI is a team that actually understands what they sell.

What companies do you know that invest in Employee Generated Content?

I barely see any.
Most companies will never do this.
Why?
They haven't trained their senior leaders on how to do it (yet).
Those who can handle this advanced content strategy get to kill two birds with one stone. 

What are your thoughts...? (comment below)

I'm helping three dozen B2B business's run their LinkedIn ads. I've discovered the founder's best-performing content becomes their best ads. 

Just add CTAs to winners.

The best part:

No creative risk, better performance, lower costs.

Why LinkedIn ads is the fastest way for you discover if you content marketing fit.

I analyzed a CEO's LinkedIn last week.

Posts daily. 50,000 impressions per month.

Zero leads from LinkedIn.

He couldn't figure out what was wrong. Engagement looked solid. Followers were growing. Comments were positive.

But nobody was booking calls.

The reason? He was measuring the wrong thing.

Impressions.

He wanted more impressions!

So he posted platitudes and reposted viral leadership videos swiped from popular IG reel accounts.

Folks, impressions are a vanity metric.

It tells you how many people scrolled past your content. But it doesn't tell you who actually knows you, trusts you, or would buy from you.

There was zero PoV. 
There was zero thought-leadership.
There were zero useful swipe files that his ideal buyers could use.
There were zero bridges to long-form content.

He thought going viral mattered most to get more eyeballs.  Totally wrong. When you do CEO-led content marketing, you are doing education content, not entertainment content. 

The metric that actually matters?

Content Minutes.

Content Minutes = the total time a single person has spent consuming YOUR content.

Not impressions across all viewers. The cumulative time ONE person has invested in you.

Here's why this changes everything:

At 5 Content Minutes, they're a stranger. They've read 3 posts. They barely remember your name.

At 30 Content Minutes, they're curious. They've consumed a dozen posts. They're starting to get your perspective.

At 120 Content Minutes, they trust you. They've spent 2 hours with you. They feel like they know you.

At 300+ Content Minutes, they'll book a call. You're not a stranger on the internet anymore.

This is why you need both daily posts AND monthly events.

Daily posts create visibility. They rack up 2-3 Content Minutes per viewer. Awareness only.

Speed it up by running LinkedIn events (aka webinars).

LinkedIn events create buyers. A 60-minute webinar delivers 60 Content Minutes in one shot. Deep trust. Easy sales.

The strategic shift:
Stop optimizing for "reaching new people."
Start optimizing for "getting the same people to come back."

50 followers who attend your LinkedIn events will outsell 100,000 followers who only read your posts.

You're not trying to go viral. You're trying to take the RIGHT people from 5 Content Minutes to 300 Content Minutes as fast as possible.

That takes daily visibility + monthly depth.

Are your posts designed to drive people to binge-watch your other content (both shorts and longs)? 

If not, you have set the wrong objective up.

Most experts don’t lose deals because they lack skill.

They lose deals because buyers hesitate.
Compare.
Delay.
Ask for more proof.

I work with experienced operators, consultants, and leaders who are already credible — but still find themselves over-explaining, being second-guessed, or pulled into unnecessary sales friction.

My work focuses on what happens before the sales conversation.

The invisible architecture that determines whether a buyer shows up ready…
or guarded.

This isn’t branding.
It’s not messaging tricks or persuasion tactics.

It’s judgment, clarity, and authority - installed upstream so trust is already present when decisions are made.

If prospects arrive calm, aligned, and informed, the conversation changes.

Less selling.
Fewer objections.
Faster decisions.

I work privately with a small number of experts each year.
If that’s you, you’ll know.

Greg Belanger

If you’re visible on LinkedIn but not getting conversations, this will explain why.

Most people think the fix is:
-  More content
-  More engagement
-  More value
-  More consistency

It’s not.
Those things don’t create authority.
They only amplify whatever people already think about you.
And for most visible people, the perception is fuzzy.

Here’s the pattern I see over and over 👇
People believe:
-   Consistency builds authority
-   Engagement means it’s working
-   Being helpful creates demand
-   Being relatable builds trust
-   Telling their story makes them stand out
-   Educational content converts
-   Giving value leads to clients
-   Charisma wins attention

Each of those sounds reasonable.
Together, they’re why so many people are visible… and still not converting.

Because none of them answer the real question prospects are asking:
“Do I clearly understand what problem this person solves — and should I reach out to them?”

Authority doesn’t come from:
-   Posting more
-   Chasing engagement
-   Explaining everything
-   Performing relatability
-   Sharing experiences without perspective
-   Teaching execution without diagnosis
-   Giving value without tension
-   Being charismatic without clarity

Authority comes from clarity.

Clarity about:
-   The problem you solve
-   Why it hasn’t worked yet
-   How you see it differently
-   When someone should come to you

When clarity is right, something subtle shifts.
Comments stop saying: “Great post” “Love this”
And start saying:
 “This explains why…”
 “I didn’t realize this was the issue.”
 “How would you look at this in my case?”

That’s the moment visibility turns into demand.
Not because you posted more.
But because people finally get what you’re the expert in.

 If you’re visible, consistent, and “doing everything right” — but conversations still aren’t happening, it’s probably not a content problem.
It’s an authority one.

And the fix isn’t louder.
It’s clearer.

Authority Architect. I help experienced experts earn trust before the sales conversation

Educational content still doesn’t convert.

Not because it’s bad.
But because most of it teaches answers instead of authority.

Educational content explains:
-   What to do
-   How to do it
-   Steps, frameworks, checklists

People think: “That’s useful.”
They don’t think: “I need to talk to this person.”

Because education solves problems at the surface level.
Authority operates one layer deeper.

Here’s where educational content breaks down 👇
-   When you teach how, you remove urgency.
-   When you explain what, you remove tension.

People leave smarter — but not compelled.
They don’t reach out because they think, “I can implement this on my own.”

That’s the paradox.
The more clearly you teach execution, 
the less reason people have to consult you.

Authority content works differently:
-   It diagnoses before it educates
-   It names the mistake before the method
-   It reframes the problem people thought they understood

That’s why authority comments don’t say: “Great breakdown.”
They say:
 “This explains why my approach hasn’t worked.”
 “I didn’t realize this was the real issue.”

Education answers questions people already have.
Authority exposes the question they should be asking.

 If your educational posts get saves but not conversations,
 try this shift: teach less execution and more interpretation.

Education informs.
Authority moves people to act.

I help experts remove friction from buying decisions Authority positioning that earns trust before the conversation

Giving value isn’t the same as creating demand.
And confusing the two is why so many smart people stay stuck.

Value helps people.
Demand makes people move.

Most “value content” focuses on:
-   Tips
-   Advice

Things people can apply immediately

People think: “That’s generous.”
They don’t think: “I should talk to this person.”

Because value answers questions people already know they have.

Demand comes from something different: 
It comes from naming the cost of staying where they are
 and exposing what they’ve been missing.

Here’s the trap:
When you give too much value without framing:
You train people to consume, not consult

You become a resource, not a reference point

You help people cope instead of change
They appreciate you.
 They don’t pursue you.

Authority-driven content flips this:
-   It creates discomfort before clarity
-   It challenges assumptions before offering insight
-   It makes the current approach feel insufficient

That’s why demand comments don’t say: “Thanks for the value.”
They say: 
-   “This explains why what I’m doing isn’t working.”
-   “I think this might be my issue.”
-   “How would you approach this in my case?”

Value gives answers. Demand creates questions people can’t ignore.

 If you’re giving value but not getting conversations, try this shift:
 Stop asking “How can I help?”
 and start asking, “What uncomfortable truth do they need to see?”

Help is generous.
Authority is catalytic.

Charisma doesn’t convert.
Clarity does.

Charisma gets attention.
Clarity gets decisions.

You can be:
-   Well spoken
-   Energetic
-   Likeable
-   Engaging
…and still not be the person anyone thinks to reach out to.

Because when someone is deciding who to trust,
 they’re not asking: “Who do I like?”
They’re asking: “Who clearly understands my problem?”

Charisma makes people watch.
Clarity makes people lean in.

Here’s what clarity actually does 👇
It tells people:
-   What problem you solve
-   Why it hasn’t worked yet
-   When they should come to you

Without effort.
 Without hype.
 Without performance.

That’s why the most authoritative people often sound… calm.
They don’t try to impress. They explain.

And when clarity is present, something subtle changes:
People stop commenting: “Love your energy.”
And start saying:
 “This explains exactly what I’ve been dealing with.”
 “I finally see where I’ve been stuck.”

That’s not chemistry.
That’s comprehension.

 If you feel like you’re showing up, sharing, and engaging — but people still aren’t reaching out,  don’t ask how to be more charismatic.

Ask how to be clearer about the problem you solve.

Clarity builds trust.
Trust creates conversations.

Genuinely curious how this feels for others right now.

Be honest — how effective does LinkedIn visibility feel right now for coaches & consultants in an AI-heavy world?

Michele Meston is #hiring. Know anyone who might be interested?

taplio

The Battle

Matthew Hunt

Greg Belanger

Followers

Posts

Engagements

Likes

Performance ScoreMatthew Hunt's LinkedIn Performance

Performance ScoreGreg Belanger's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Matthew Hunt

Greg Belanger

Followers

Posts

Engagements

Likes

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);}Matthew Hunt's LinkedIn Performance

Performance ScoreGreg Belanger's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMatthew Hunt's LinkedIn Performance