Matt Swain

Triangle

Fully done for you Content & Outbound system on LinkedIn so you become the No.1 voice in your industry and convert it into pipeline.

CEO & Founder 

MATT SWAIN

eTail; Futr Europe; Sprout Social; Google Cloud; Morrison Foerster

International Public Speaker

Before building Triangle, I spent 18 months in various marketing consultant & freelance roles.

GTM Consultant & Personal Brand Strategist 

SOCIAL CLUB

Founder and Manager of SOCIAL CLUB - an exclusive social media community where members manage over 328 million followers. 

If you're an influencer or brand who wants to connect please get in touch. 
If you're interested in investing/sponsoring/collaborating please email on matt@mattswain.co.uk

Founder of SOCIAL CLUB

LinkedIn

Selected to participate in LinkedIn’s new Creator Management Programme. Working closely with the UK creator management team to bring a new future to the LinkedIn platform.

Creator Management Programme 

New Degree Press

My debut book, Breaking Free on my journey in escaping my corporate job & becoming an online entrepreneur. Published by NDP.

Published Author of 'Breaking Free'

Mana

Leading strategic developments of a seed funded social media technology platform. Responsibilities included managing organic campaigns, influencer marketing, creator feedback on product features as well as creator & user growth acquisition strategies.

Strategic Advisor

Team DOAC

6 months working in Steven Bartlett's personal team across a range of projects.

Content Manager

KPMG

Working on audits across a variety of clients in multiple industries in the South East and London. Leading the on-site work with teams up to 7 people, managing activities and relations with the multi-location team, partners and clients. Managing a portfolio with multiple clients, delivering the audit from planning to finalisation and gaining great exposure to the finance and business world through board level management.

Senior Associate

Robert Dyas

I worked part-time, dealt directly with customers, enjoyed being part of the team, and working towards targets.

Retail Sales Assistant

Cancer Research UK

My role involved assisting the manager with a variety of tasks including merchandising and stock control.

Volunteer

Leveraging Mid-Market CEO's LinkedIn Brand to Sign Deals | Keynote Speaker

You know LinkedIn can be a growth channel for your business but you're struggling to make it work. At Triangle, we build & run your content & outbound system to attract qualified inbound leads and generate predictable & consistent SQLs using LinkedIn. (Only 2-3 hours of your time needed each month.) 

Clients who work with us get (on average): 

- 50,000+ monthly eyes on their business 
- Reach 1,600 target decision-makers every month through DMs
- 5-20 SQLs every month - meaning predictable and consistent pipeline 
- Inbound deal flow with invested, qualified and intrigued prospects

We have loads of happy clients, testimonials & case studies; that I can share. 

Get your current LinkedIn approach audited and our insights on a custom strategy for you & your business: www.calendly.com/mattswain/brand-assessment

The old LinkedIn was about finding jobs.
The new LinkedIn is about creating opportunities.

(A reflection from 4 years of posting on here)

Back when I started, LinkedIn was:
– A job board
– Resume database
– Professional networking site

My first post got 4 likes.
Friends thought I was crazy.
Parents thought it was a distraction.

But I kept posting. 

Today, LinkedIn has evolved into:
– A content creation hub
– Personal brand accelerator
– Business opportunity generator

And as the platform has evolved, so have I:

– From 4 likes → 50,000 followers
– From side hustle → running a 10-person agency
– From testing ideas → speaking on international stages
– From cold outreach → helping clients close 6–7 figure deals
– From “what are you doing?” → signing 3 billion-dollar clients

The biggest lesson?

Growth is never really about the platform. It’s about how you use it.

The features change, the algorithms shift – but if you show up with a clear voice, deliver genuine value, and focus on building trust with the right people, the opportunities compound in ways you can’t predict.

One thing is for sure - what starts as a single post can become the start of an entirely different life.


--
Want us to run your LinkedIn Content Engine and Demand Gen System, helping you to become the trusted leader in your industry with millions of eyeballs and consistent dealflow? If you're doing >$2mil in revenue, send me a DM.

I was 22 when I realised I'd built someone else's dream.

KPMG's youngest employee. First-class degree from Durham. Leading global client projects before most people finish their grad schemes.

Everyone said I was killing it.

But every morning, I'd stare at my laptop screen and feel... nothing. Just spreadsheets and strategy decks and the slow realisation that I was trading my twenties for a corner office I didn't even want.

So I started posting online. 

Those posts caught Steven Bartlett's attention. Six months on his team showed me the power of building a personal brand. 

That led to advising a $40M startup: Running creator campaigns; building strategies for companies I'd only dreamed of working with. My own content hit 16 million views. Speaking gigs. My first published book.

Then the idea behind Triangle. 

I realised something: There are thousands of brilliant leaders sitting in boardrooms right now, changing entire industries. But nobody knows who they are. Their competitors own the conversation. Their expertise stays hidden behind corporate walls.

Over the last 18 months, we've helped our clients raise over $100M. Land deals with Sony, Nvidia, Virgin. Generate inbound deals, thousands of followers and incredible business opportunities. By giving leaders a voice. 

It's been a crazy ride. 

Four years ago, I was trapped in a life that looked perfect on paper.

Today, I run a 10-person agency that turns invisible CEOs into industry authorities — and I wake up excited to work every day. 

The path isn't always clear when you're walking it. But looking back? Every uncomfortable decision, every time I chose the more challenging option, all the crazy ideas, long hours — it all led here.

A client just closed a $2.4M deal from LinkedIn content.

How they did it? 

They trusted us to focus on the right metrics. 

Quality of engagement >> Quantity of engagement. 

– Tech CEO:  3 enterprise deals worth $2.4M
– B2B SaaS CRO: 18 qualified SQLs in pipeline
– Consumer brand founder: First inbound deal in 1 hour

When you post great quality stuff over & over aimed at your audience - the right people take notice. 

Because behind the metrics, we heard: 

The VP at a $3B company who said "I've been following your content for months – when can we talk?"

The Fortune 500 exec who reached out because "your posts are the only ones I actually read."

After 2000+ posts ghostwritten and 4 years building on LinkedIn, the 2 things that matter most: 

1. Doing the right activities enough times - posting, connecting etc. 
2. Quality of your ideas and insights. 

The creators winning on LinkedIn aren't the ones with the most likes. They're the ones whose content creates conversations that matter – with the right people, at the right level, about the right problems.

Because when a CEO needs to make a 7-figure decision, they don't check your engagement rate. They check if you understand their world.

What metrics are you really chasing?

Most people think thought leadership is about being smart on LinkedIn.

They're missing 90% of what actually matters.

After ghostwriting 2000+ posts for CEOs, I've learned something: the best thought leaders aren't just sharing opinions. They're investing in intellectual rigour that goes way beyond social media.

Real thought leadership looks like this:

- We have journalist-trained writers – not "LinkedIn writers" – who dig into data, research papers, and industry reports before crafting a single sentence.

- We run structured ideation sessions that go deep into business philosophy, market dynamics, and contrarian viewpoints.

- We spend hours in conversation with leaders, extracting insights they didn't even know they had.

Behind every piece of our clients' content that shifts an industry conversation, there's a foundation of research, data analysis, and strategic thinking that never makes it into the character count.

Because thought leadership is less about "hitting post" on LinkedIn.

It's about having the discipline to think deeply, research thoroughly, and only then share perspectives that actually advance your industry.

Most content on LinkedIn is surface-level commentary on what everyone already knows.

Real thought leadership? 

It requires the investment most aren't willing to make.

Everything that happened this week in San Francisco (taking you BTS): 

Monday: 
-  10-hour flight from London - spent the afternoon on the beach by Golden Gate Bridge (I hadn't realised SF had a beach!) 

Tuesday: 
- Up at 4:30am with jetlag 
- Catching up on client updates with Tom Muller - some awesome wins & results this week! 
- Meeting across town with Vlastimil Vodicka on identifying selling signals via LinkedIn and our content approach
- Invited to LinkedIn HQ with Andie Rodriguez chatting about our work with execs on LinkedIn and life as a LinkedIn creator
- Time with the Apollo team doing final preparations on content for #ApolloNEXT on Thursday 
- SF tech week event on the future of content creation & catching up with Anna Poplevina 
- Marketers dinner hosted with AJ Eckstein 🧩 (finally connecting in-person!) and great conversations all round with Katie Parkes, Brianna Chapman, Lana Ivory and Valerie Chapman

Wednesday: 
- A bunch of meetings overlapping with UK time
- Catching up with J Johnson Jr and Martin Foley - both working on awesome projects! 
- SF tech event 1 - mix of pre-seed AI start-ups and VCs
- SF tech event 2 with Morrison Forrester and Zendesk on the AI investing landscape with Michael Marra 
- SF tech event 3 - quick stop at the Afterparty

Thursday: 
- Meeting with NYSE-listed company we're in the final stages for working with
- Coffee with Mary Pendleton at Adobe, chatting about their influencer & B2B marketing approach 
- Headed over to SFJazz for #ApolloNEXT - having worked with the team over the last few months, I know how much work went into the event. And the event and launch of their new agentic platform was a huge success! 
- Plus catching up in-person with Adam Carr, Marcio Arnecke, Bela Stepanova and Matt Curl!
- Afterparty for Apollo, celebrating with the team & great conversations with Ross Pomerantz, Lindsay Rios, Leah R. Taylor and OG LinkedIn creator Morgan J Ingram! 

Friday: 
- I'm now catching up on work and getting ready to fly to LA shortly for a jam-packed week there! 

A busy week but I wouldn't want it any other way!

Klarna once paid Paris Hilton and A$AP Rocky for 30 seconds of attention.

Fast forward to 2025: they just IPO’d.

As they've evolved, their marketing strategy now looks very different. Their CMO David Sandstrom put it: “Some would say our marketing has become safer and a bit more boring… but that’s the shift: from attention-seeking to building trust.”

I’ve long pushed against the motion that “attention is the new currency” - it’s never been easier to pay a celeb, put together a stunt or post something outrageous that gets millions of eyeballs. 

But attention without trust is worthless.

The real currency, for brands and leaders alike, is TRUST.

So the question to ask is:
Does your content build trust … or jeopardise it in the name of attention?

After ghostwriting 2000+ posts for executives, I can tell you exactly how to build thought leadership that drives revenue.

Most CEOs think it starts with posting on LinkedIn.

Wrong.

Great executive thought leadership is built on four steps that most people never see:

1. Strategy First
Before we write a single word, we define your "category of one" positioning. What conversation do you own that nobody else can claim? We dig deep into your expertise, market dynamics, and contrarian viewpoints to find that unique intersection where you become the only voice that matters.

2. Profile as a Conversion Tool
Your profile needs to be set up to polarise everyone who lands on your profile. Attract those who are target persona & good fit, push away everyone who isn’t. The result - it should make the right people want to work with you before they even send a message. 

3. The Process Nobody Talks About
Posting only works if you can stay consistent and volume of activity. Our process that in 1 hour of time = 12 pieces of content is: 
- Podcast-style interviews that extract your best ideas & insights 
- Journalist-trained writers (not "LinkedIn writers") to create authentic & compelling opinion pieces
- We layer in data and research to back up content
- We leverage our own data in what works for clients on LinkedIn
- 3 rounds of edits to ensure every post advances your industry

4. Results That Count
We track all the data and bring that into the following Strategic Content Sessions. You need to ensure your content is attracting, engaging the right target decision-makers. 
- Decision-maker engagement (VPs, C-suite at target accounts)
- Qualified conversations started
- Pipeline influenced

Recent client results:
- Tech CEO: $2.4M in closed deals
- B2B SaaS CRO: 18 qualified SQLs in pipeline
- Agency CEO: First inbound deal in 1 hour

The executives winning on LinkedIn aren't just hitting post with some AI-generated surface-level copy. They're investing in intellectual rigour that is showcased through their quality of content they’re the expert in their field. 

Ready to build thought leadership that drives real business results?

Yesterday, Zuck released this thread, sharing product announcements from the Meta Connect event. It’s a sign that comms are moving from corporate channels to leadership voices in 2025. 

Historically, comms like this came via corporate blogs, newsroom updates, or polished PR. Now, the CEO is the channel — and the message carries more reach, more trust, and more cultural weight when it comes directly from the founder.

What do you think? Is this the future of leadership?

I’m travelling 5,437 miles! 

Heading to SF & LA for a busy 2 weeks! 

- Spending time at LinkedIn HQ. 

- Morning runs with some clients, and some for lunches.  

- A bunch of cool events as part of #SFtechweek and #LAtechweek

- Dinners & coffees with people doing awesome things in the creator economy space. 

- Turning LinkedIn friendships into IRL ones! 

- Some morning sea dips at Venice beach! 

I’m looking to meet as many people as possible while I’m here… so if you're building something cool / in the creator economy space - let’s meet. Drop me a message or email matt@mattswain.com

Three months ago, a CEO told me something that stuck.

"I spent 20 years building my company," he said. "But nobody knew who I was."

He'd built a $50M business. Had 200 employees. Changed an entire industry's approach to supply chain tech. Yet when he walked into conferences, people had no idea who he was.

His competitors were speaking on every panel, quoted in every article, leading every conversation about the future of logistics.

We went for coffee, where he told me they were losing deals because when boards made decisions, they went with the names they recognised and voices they trusted. 

That conversation changed how I think about executive visibility.

Most leaders think incorrectly that personal branding is vanity. But when you're invisible, you're letting competitors own the narrative about your industry. You're letting them define what innovation looks like. What leadership means. What the future holds.

Six months later after working with us, that same CEO had:
- 8,000 engaged followers (mostly decision-makers in his space)
- Speaking invitations from three major industry events
- A board seat offer from a company he'd admired for years
- Two strategic partnerships that started in his DMs

But the real shift — when he walked into that same conference this year, people knew exactly who he was. They'd been reading his insights. Learning from his experience. Seeing him as the authority he'd always been.

Their business was impressive — now the world could finally see it.

Your expertise means nothing if nobody knows it exists.

4 years ago, I decided to start posting on LinkedIn. 300 connections and no plan. Today, spending time at LinkedIn HQ in San Francisco, sharing our approach to thought leadership content and our ambitious growth plans ahead! Crazy what can happen when you post content on here - you never know where it may lead. If this isn’t your sign to post, then I don’t know what is!! 

Thank you to Andie Rodriguez for hosting me and Luiza Cocito and Ali Snider for organising! Might do a post sharing what we spoke about, so stay tuned for that!

Enterprise CMOs, VPs, even execs at global-listed companies – all engaging.

That’s what happens when content speaks the right language to the right people.

Every client's post is tracked for MQLs.

Because impressions are nice. But influence at the decision-maker level is what drives pipeline.

P.S this is a page from the first month's report for an Agency CEO client - some incredible decision-makers at this client's dream companies all engaging organically.

Track your MQLs

Next week I'm flying out to SF & LA for tech week! 

Lots going on - from a visit to LinkedIn HQ, client events, catching up with some old clients, meeting other agency owners, and everything in between! It's going to be a busy couple weeks! 

Lmk if you're about and would like to grab coffee, ping me a DM or email matt@mattswain.com

#LAtechweek #SFtechweek

This isn’t actually me.

It’s an avatar.

I typed in the words, and the tech put together this video in seconds! 

Wild how fast things are moving. And intrigued to see how the content creation space will evolve with tools like this. 

Synthesia are going to be sharing more about the future of video, and what’s coming up on their keynote 1st October! Stay tuned!

First client post live for 1 hour = first brand inbound deal opportunity. 

Last week we launched with a new client.

The CEO of a leading agency working with fast-growing consumer brands like PerfectTed, Trip, and Huel.

What we did to get this outcome: 

1) Deep-dive into their brand IP – we unpacked their story, clarified their core messaging, and defined how they wanted to be positioned in front of their target persona.

2) Strategic Ideation Session – we went deep into their business journey, their philosophy on growth, and how they generate client results, pulling out the unique insights only they could share.

3) Custom content execution – we created a set of thought-leadership pieces backed by data, cultural references, and industry trends. Every post was designed to demonstrate credibility while sparking conversations with their ICP.

The result?
– 10,000+ impressions (from the right audience)
– 12 qualified decision-makers engaging on their content
– And one inbound deal… after just one hour.

That’s the power of LinkedIn when done right.

Drop me a message if you want me to walk through how we did it.

Picture a story in your head – and watch it become a video in minutes. That’s where we’re heading.

For most of history, there was a gap between what we could picture in our minds and what we could actually create with cameras and film sets.

CGI and animation pushed the boundaries further – building entire worlds and characters from scratch.

Now, AI tools are dissolving that final barrier between imagination and reality.

The next wave of AI video is about storytelling that’s personalised, immersive, and limitless.

The question is shifting from “Can we make this?” to “What will we choose to make?”

We’re heading toward a world where anyone can turn their imagination into content – from just a text prompt.

Case in point: This video wasn’t filmed. It was generated with Synthesia in minutes. #ad

And on October 1st, Synthesia will unveil their next leap: next chapter for Synthesia and with it a brand-new AI video format. I’ll be tuning in to see their take on the future of video.

LinkedIn HQ just sent me an email with every update over the past month (here it is copy & pasted for you): 
 
News:
- Launched Company Intelligence API, enabling advertisers to connect campaigns directly to pipeline and revenue with greater accuracy.
- Unveiled Buyer Groups, an AI-powered targeting solution that helps B2B marketers reach the buying committee that collectively shapes purchasing decisions.
- Introduced new tools to help SMBs launch campaigns faster.
- Announced the expansion of BrandLink with the launch of four new Shows by LinkedIn. 
- Introduced Thought Leader Event Ads, enabling marketers to sponsor LinkedIn member posts that link directly to an event page.
 
Data:
- The number of creators on LinkedIn has nearly doubled since 2021. This growth comes as Millennials and Gen Z—now 71% of B2B buyers—turn to video as their go-to format for learning and advice.
- LinkedIn data shows Millennials lead in video consumption (+35% YoY), while Gen Z is the fastest-growing audience (+60% YoY).
- LinkedIn has seen a 66% increase in the number of people in the UK posting about feeling overwhelmed and navigating change
- 77% of B2B marketing leaders in the UK say audiences don't just vet brands through the company's channels — they rely on their network.
- 77% of B2B marketing leaders in the UK say that as AI floods the internet with content, it’s becoming more important to lead with authentic content/voices
- 80% of B2B marketers surveyed in the UK say they’re increasing investment in community-driven content – tapping creators, employees, and subject matter experts to build trust.
- According to LinkedIn’s platform data, the five fastest-growing skills globally for CMOs are:
- Identity Creation: + 300% (i.e. establishing a brand identity)
  CMO Management: +102%
  Engine Development: +100%
  Digital Economy: +83%
  Marketing Budget Management: + 81%
- 2025 B2B Marketing Benchmark: The Video + Influence Effect Starts With Trust
- 94% of marketers agree that trust is the key to B2B success
- 81% of marketers who use influencer marketing say it helps establish trust
- 58% of marketers prioritize authenticity and credibility when selecting B2B influencers
 
How brands are leveraging LinkedIn to grow their business: 
- Trustpilot drove 2.7X ROAS with a full-funnel ad strategy on LinkedIn
- With 81% of B2B marketers globally saying video is the language of the internet, Trustpilot captured the attention of buyers with video at the top of the funnel. 
- They built trust through thought leadership in the middle of the funnel - using LinkedIn’s Thought Leader Ads. 
- And finally, they used LinkedIn’s Conversation Ads and personalisation to close the deal at the bottom of the funnel.
- They measured what mattered - by showing clear results on the bottom line with revenue attribution.

Let me know what stood out to you!

CEO Client: “I don’t want my posts to look like generic templated LinkedIn content.” 

Me: “Don’t worry, we do the opposite.” 

After ghostwriting 2000+ LinkedIn posts for CEOs, Founders & Execs.

The most common concern we get is: 

– How will you understand my voice
– How do you understand my industry & audience? 

Here’s the secret: 

We run “podcast-styled conversations” with you every 2 weeks/month - so we’re taking your ideas, insights, opinions, tone of voice - and using that as the starting point for content. 

1 hour of your time = 12 highly custom posts. 

Behind the scenes, a lot goes on: 

(1) We produce an ideation doc based on what’s happening in your industry, ideas based on the strategy we create, what’s performing on LinkedIn right now, what’s working with other clients. Better ideas = cut-through on feed. 

(2) We run a super structured call with you so we make the most of the hour together. The better the input in this call = the better quality the posts. 

(3) We have expert writers (not LinkedIn writers) but journalist-trained writers to put together thought-provoking, opinion-based pieces. Not LinkedIn content but proper industry-leading thought leadership. 

(4) We then dive into data, research and industry reports to back everything up. And ensure the content is delivered in a first-class way bespoke for LinkedIn. 

(5) The content goes through 3 rounds of reviews & edits before it gets to you – meaning it’s the highest quality content possible. 

The results? 

A tech leader gained 24 million views in their first year. 

CRO at billion-dollar B2B SaaS company - 400,000 impressions in first 2 months. 

Our clients average 50,000+ every single month. 

But impressions are just one piece of the puzzle. 

We run: 

1. Content (inbound + trust building)

2. Warm Outbound (scraping LinkedIn signals & start conversations)

3. Targeted Network Growth (finding high-intent leads and sending connections)

The reason why this works:

We work with industry leaders who have incredible offers and amazing stories & insights to share with the world. We give them a voice. We do all the heavy lifting and ensure consistency. 

Need a ghostwriter for you or your CEO/Execs who 'gets it?'

If you TRULY have a great product/service, who knows they want to build a profitable personal brand they are proud of...

Send me a DM for more details.

We booked 3 meetings for a CEO client in 5 days. 

Here is how we did it: 

I ghostwrite for Founders & CEOs turning them into thought leaders & run outbound on their LinkedIn to generate pipeline. 

We dialled in a “Right Hook Message” strategy: 

1) Positioning before pitching → We built his profile as a thought-leadership hub, so prospects saw him as credible before a DM ever landed.

2) Signal-driven targeting → Instead of blasting lists, we scraped LinkedIn for intent signals (fundraising, hiring, product launches).

3) Human-touch → We led with value-led insights and used lower cases and spelling mistakes show we’re a real person. 

Results?

Call 1: Key Operations Manager at Starbucks

Call 2: VP of Operations at 1000+ person company 

Call 3: VP of Operations at 3bn annual revenue 

These are potential 7-figure deals for our client. 

All are invested, qualified and interested SQLs - as the LinkedIn content has built all the authority & trust. 

LinkedIn works!

Outreach works!

But for attracting senior decision makers – you need a different, custom approach. 

So if you TRULY have a great product/service that you’re looking to scale on LinkedIn. 

Send me a DM 📥

Just touched down in LA for #LAtechweek... who's gonna be here?

Taplio

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