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Brian Hastie

Views, likes and comments don’t tell the whole story when it comes to founders' most “successful” content. Hear why now:

Helping busy CEOs create all their short-form content from a monthly 1 hr interview. -> Demandii.com + podcaster and writer about all things tech and pop culture

Everyone digests information in different ways. That’s why over-indexing on one type of content can be a mistake for founders creating a personal brand:

I was in the middle of a content creation session with a SaaS founder. We were looking over his metrics. His image post impressions were higher than his video ones.

“Why should we bother with videos?” he asked. 
“Images clearly do better, man. We should just lean into that and forget everything else.”

Sure, the data suggested it would be a good idea.

But views, comments and likes aren’t the only indicator that their content was working.

There’s also the human aspect.

So I asked him this:
“When you get on calls with prospects, what do they bring up?”

He thought for a moment and said:
“They tell me they saw my videos on LinkedIn.”

Here’s the actual insight:
Impressions don’t equal impact.

Don’t drop a type of content from your rotation just because the numbers look low.

Only drop it if your customers never bring it up.

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Most marketing advisors will tell you to "humanize" your brand by following viral trends and create content around that.

They want you to be the dancing bear.

They tell you to point at text bubbles, jump into TikTok dances, and use trending audio to "hack" the algorithm.

This is the fastest way to kill your authority.

At Demandii, I work with talented founders and CEOs who spend their lives speaking on major stages. They are brilliant, technical, and respected in their field. Then they get online and try to become entertainers.

The result? A massive "authority gap."

When a prospect sees you on a stage giving a keynote, then sees you online doing a viral dance, the continuity is broken. They don't think you are relatable. They think you are desperate for attention.

Stop trying to be an entertainer. Start being an operator.

Great founder-led content is just a Micro-TED Talk. It is a 60-second window into your methodology.

I have seen this play out dozens of times. The founders who win do not have the most views. They have the most "earned perspective." They show up in the feed exactly how they show up on stage.

If it does not convert, it is just noise.

The ideal content strategy for founders isn’t just about consistency in posting. It’s also about knowing when to go broad vs. niche with your pieces.

Evergreen vs. topical content: Which type should founders be creating for their personal brand?

How can founders get their new enterprise reps to close deals faster?

I've spoken to many owners who realize that their "Founder’s Brain" is the bottleneck that stops their best insights from reaching the new hires who need them most.

Luckily, slashing ramp-up time is simple if you know where to start. And unlike traditional sales trainers, this won’t cost you $50,000 in consulting fees.

Instead, use this dead-simple Content-to-Onboarding Flywheel for faster revenue.

Step 1: Record and transcribe
Capture every video, podcast, or internal briefing where you explain the "why" behind your product. 
Use a tool like Otter or Descript to turn these into searchable text so your team can study the exact phrasing that resonates with a C-suite buyer. 
Tip: Don't overthink the production quality; the raw insight is more valuable to a new hire than a polished studio video.

Step 2: Create "Verbal Brand" Scripts
Take those transcriptions and highlight the specific metaphors or analogies you use to simplify complex enterprise problems. 
Give these to your new reps and tell them to "make them their own" while keeping the core logic intact. 
Mistake to avoid: Do not force them to memorize a rigid script word-for-word, as they will sound like a robot during high-stakes negotiations.

Step 3: Deploy for Continuity
Share these content-based scripts across Sales, Marketing, and Customer Success to ensure the promise made in the first meeting matches the delivery in the final one. 
When everyone uses the same "verbal brand," the buyer feels a sense of security that your company actually knows what it's doing. 
Quick example: If your CEO calls your security feature "The Digital Moat" in a video, every rep and account manager should use that exact phrase.

The big benefit is that your new hires will sound like 10-year veterans in their very first week.

We saw this work wonders at Demandii. Originally, our founder Matt was the only one who could explain our unique edge to prospects. 

We started transcribing his videos and handing them to the team as playbooks for our verbal brand

Now, our entire team speaks with the same voice, ensuring that what Matt promises during a sales call is exactly what we deliver when we work with a client. 

It turned our employee onboarding process from a game of "telephone" into a repeatable system for happy customers.

Founders: Want your content to hit the right audience? Then there’s two things you need to do to make that happen:

Founders and CEOs: Feel like your content isn’t connecting with your audience? It may not actually be a messaging problem. Find out what you should do about this:

Founders: Virality is a vanity metric that’s costing you enterprise deals.

Your marketing team is happy because the "engagement" graph is up. The emojis are flowing. The comments are "Great post!" 

But... your CRM is silent.

Your pipeline's not moving.

Your prospects aren't advancing.

Here is the hard truth: 
Exciting content attracts the masses. Relevant content attracts the buyer.

In the Mid-Market and Enterprise world, your prospect isn't looking for a "quick cut" video or a "B-roll explosion." They are looking for a reason to trust you with a six-figure problem.

When you chase virality, you aren't building authority. 

You’re building a circus.

The shift (based on having worked with dozens of founders and CEOs who have been able to close more sales with their content): Stop trying to be "interesting" to everyone. Start being indispensable to the person who can actually sign the check.

The "boring" truth: Consistency in your methodology beats a one-hit-wonder viral video every time.

If your content is getting likes but no discovery calls, it’s time to audit the intent.

If founders approached growing their audience on LinkedIn with the same focus they bring to product, they’d see movement fast. (It's hard to hear... but true.)

Many founders post and hope the right people notice.
That isn’t distribution, though. 

It’s just a fancy way of guessing if what you're saying will hit.

Most people on LinkedIn aren’t actually connected to their ideal buyers.

They’re connected to colleagues, peers, friends, family.

Some guy they met at a conference like 10 years ago.

Maybe an old classmate they hadn’t thought of since adding them in 2017.

LinkedIn's algorithm is simple.
It shows your content to your first connections first.

So being connected to prospective buyers is the gateway to getting better content/audience fit.

If you’re serious about founder-led content, do this:

Set aside ten minutes a day.
Add twenty people who fit your buyer profile.
CEOs. RevOps leads. Sales directors. HR founders. Whoever you sell to.

Do it every day, not only when you feel like it.

(You also have to pair this with LinkedIn ads to guarantee an audience, but that’s a discussion for another day…)

After a month, you’ll notice the people in your feed change along with the conversations you attract.

This is one of the simplest ways to grow here.

Founders: Here’s why your LinkedIn content shouldn’t just live and die on the platform (and how to get more out of each asset you create):

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