I turn founders into impactful writers so they can attract ideal clients.

In 2016, I joined the Slovenian Armed Forces and started training to become a military pilot.

After 3 years, I decided to walk away from what was supposed to be my dream job and start from scratch.

From 2019 to 2022, I worked in performance marketing, helping 20+ brands scale through paid ads and marketing strategy. 

For the past 2 years, I’ve been working behind the scenes as a ghostwriter, helping founders create LinkedIn content that reflects their expertise and positions them as authorities.

Outside of work, I’m into endurance sports. 7× Half Ironmans (and counting). It’s been a big part of my life, and it shaped how I approach everything.

If you are interested in growing your B2B business through content, DM me 'content' and let's chat.

Currently, I create content for 6 founders.

This is the single biggest insight I can give:

- Visual posts can work
- Dense posts can work
- Simple posts can work
- Text-only posts can work
- Infographic posts can work
- Educational posts can work
- Opinionated posts can work
- Case study posts can work

Posts should feel natural to who you are and what you want to be known for.

I work with a client who is naturally good at telling stories. On our content interview calls, whatever I ask, he always answers with examples. Either something that happened on a call or what a client said.

Another client is good at explaining the reasoning behind complex topics (the WHY), so we shape the posts more in that direction.

So, the best bet:

- If you're a data-driven person, show data
- If you're a storyteller, tell more stories
- If you're opinionated, share more opinions

Don't force yourself to be something you're not.

This way, you have way more chances of staying consistent and seeing the long-term results.

Nejc Jamscek

I help B2B founders grow their opportunities with content. Content Strategist & Endurance Athlete. 8x Half Ironman & 1x Full∙Ex-Military∙Ex-Pilot

A client told me: 'I'm not inspired by the content interview questions you sent me today.' What I said next gave us 3 original post ideas in 15 minutes:

'No worries, let's look at your calendar.'

We checked last week's meetings, and then he said: 'Ah, yes, I had an interesting talk with a client.'

Then I ask more questions around that.

15 minutes later, we had 3 post ideas, all original and from experiences he lived through.

This is what many people get wrong about creating content. They think they need to get super inspired.

You need to look at what already happened.

Every founder has meetings, calls and stuff every single week that would make great content.

Content is sitting in your calendar.

When the prepared content interview questions don't bring inspiration for a client, I go to the source.

The calendar never lies.

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People ask me what I do for a living.

This is what I say:

- Research your industry
- Audit your LI profile
- Define your target audience
- Identify what makes you different
- Define your positioning
- Build your messaging foundation
- Create your content strategy
- Define your content pillars
- Prepare interview questions
- Get on a call with you every 2 weeks
- Extract your best ideas
- Turn your words into posts
- Write the hooks
- Ideate graphics concepts
- Brief designers
- Build your content calendar
- Schedule everything
- Track what's working
- Repurpose content
- Iterate
- Adjust the strategy
- Repeat

'So you write LI posts?'

Yes, something like that.

Common problems when you outsource your content:

- Often sounds generic
- Doesn't capture your thinking
- Too robotic (no personality)
- Nothing timely and unique

And then it doesn't work the way you want.

That happens when a ghostwriter starts writing posts without a proper strategy in place (for both posts and insights).

Good writing is VERY important, but it's on top of a pyramid, not as a base layer.

Before I create, I need to understand: 

- What makes this person different 
- Who they're trying to reach 
- What they want to be known for

Aka target audience, positioning, messaging.

Then comes the process:

1. Industry research (news, trends,...)
2. Questions based on strategy and positioning
3. Call to extract real insights, stories & POVs
4. Insights segmentation
5. Write posts based on content strategy & plan
6. Graphic concepts ideation & creation
7. Scheduling & posting
8. Performance tracking & iterating

Then I repeat the process.

The content strategy is the core of everything. Based on that, I know which questions to ask.

Below is the process I use ⤵

This is how I produce strategies & content for clients:

- I write for 2 hours in the morning
- Go outside for 1-2 hours
- Come back with 3 new ideas
- Go back to work

Repeat if needed.

Some of my best content angles and ideas for clients came in the middle of nowhere.

Sometimes I get so much clarity on something that I need to go back home as fast as possible.

Your brain is still working and connects the dots you didn't see before while you're not behind your desk. It finds angles you wouldn't have found by forcing it.

For me, that's 70% of the job done.

Then when you're back, you have a clear plan on what to do and how, so you're just executing.

I protect time for this.

Not as a break from work. As part of the work.

Yesterday, I prepped for a client call differently.

Here's what I did (and why):

I've been creating LI content for this client for over a year. I know their big ideas, their opinions, the frameworks they use, and the stories they tell.

I can almost predict what they're going to say.

The problem is that familiar thinking leads to familiar content, which can become repetitive.

So I looked at what was happening in their industry right NOW. New trends, statistics, hot takes,...

Then I built my questions around that:

- What's your take on this? 
- What's your prediction? 
- What are people misunderstanding here?

The caveat is that their take on industry news needs to reinforce their positioning and align with their content strategy (not commenting for the sake of it).

So, the core ideas stayed the same, but the context in which the ideas were presented changed.

That's where freshness comes in.

Big ideas build authority over time. Connect them to real-time events, and content becomes the reason people start conversations.

A client told me: "We already talked about this topic."

Then I said:

''We need to post about it again''.

Many people assume that their audience remembers exactly what they posted last Tuesday. That they've seen the framework they shared 3 weeks ago, and put it on the wall.

Not gonna lie, I got the same feeling many times, but in reality, nobody cares about your posts as much as you do. Nobody wakes up and thinks of your post first thing in the morning.

- You pop up in their feed
- They read it (or they don't)
- Then they forget you in a few sec

So every post needs to stand on its own.

That means:

- Don't reference previous content
- Don't assume they know your frameworks
- Don't build on previous posts without re-explaining

"But won't I sound repetitive?"

Yes, and that's the point.

You want to build that top of mind awareness.

Repeat your core ideas in different contexts, with different angles, until your audience associates you with the positioning you aim for.

Write posts like it's someone's first time meeting you.

Your content can fall into one of 4 categories.

But you should aim for one ONLY:

Top-right - I call it a BANGER. :)

This means you share insights unique to you, paired with good copywriting, so you deliver.

These are 2 mistakes I see a lot:

1. Focusing on improving the writing (better hooks, better formatting, better CTAs), but writing about weak insights. You end up in the bottom-right.

2. Having good insights but sucking at copywriting (overusing AI is common), so people don't grasp what you write about. You end up in the top-left.

From my experience writing for clients:

I've seen great insights flop because of bad copywriting, but I've never seen weak insights perform, no matter how good the writing was.

Start with good insights first (this is part of a content strategy), then you can focus on writing.

Writing itself can't fix poor insights.

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