🚧 This article is still in the works! We just launched Agent Maya on Product Hunt, so we’ll update this soon. Need the details now? DM Tom Gray on LinkedIn here, he’s got the full scoop.

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Takeaways

In this article, you’ll learn how to:

• Create content that turns into signups + sales calls, instead of just likes and comments
• Speak to buyers at different awareness stages so your content reaches the right people, at the right time
• Use a proven content mix that drives both engagement and conversions
• Write posts that grab attention and drive action using a simple, repeatable framework
• Stay consistent by leveraging the right tools and systems, so creating content is never a time-suck
• Harness warm prospecting, and why content doesn’t get you signups + sales calls

Reading time: 10 minutes

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Why most content strategies fail to drive revenue

If you’re a founder, sales leader, or marketer, you already know that content is one of the best ways to generate inbound leads. Done right, it can bring in customers without cold outreach or paid ads.

So you start posting. You follow the advice you’ve heard a hundred times:

→ Educate your audience→ Post consistently→ Add value and build trust

And then you wait.

And wait.

You get a few likes, comments, and shares. Maybe a few posts go viral, but you get almost no sales calls or signups.

If that sounds familiar, you’re not alone. I spent months upon months trying to figure out why content wasn’t turning into cash.

And after working with over 100+ clients, I realized most people, including myself, were making the same mistake.

LinkedIn doesn’t work like other channels

Before doubling down on LinkedIn, I spent years helping SaaS and service-based companies build out traditional sales funnels. If you’ve done any kind of marketing, you know the structure:

1. Top of funnel (ToFu): Grab attention with content that introduces a problem, with posts and ads on social media.
2. Middle of funnel (MoFu): Once they’ve signed up, educate leads through a nurture sequence, usually via email, webinars, and the like.
3. Bottom of funnel (BoFu): Convert nurtured leads into buyers through sales calls, demos, and so on.

This model worked great on platforms like Facebook, Instagram, YouTube, and (some) email. It’s why companies run ads to lead magnets, free guides, zoom events, or newsletters, to move people down the funnel before selling to them.

When I started taking LinkedIn seriously, I tried to apply the same approach.

Big mistake.

I was treating LinkedIn like FB and IG, thinking it was all top of funnel. But my results weren’t lining up with how the funnel was supposed to work.

People were booking calls after seeing just one post.

Others were skipping entire “stages” and going straight to signup.

Some of my most “nurtured” leads still weren’t converting at all.

Something wasn’t adding up.

For example, this one post generated a $30k p/m lead (and it was of my lower performing posts at ~500 impressions):

This was the call:

It felt completely random. I could make lightning strike, but couldn't guarantee it twice.

The shift that changed everything

Long story short, I discovered that thinking about content in terms of a funnel was the wrong approach. Instead, I learned to think about it in terms of three different types of buyers. More specifically, I describe these as three different ‘subsets’ of your ICP (ideal customer).

→ Not everyone needs to be nurtured→ Some people are ready to buy right now→ Others don’t even realize they have a problem yet (but are still your target audience)

Once I made this shift, I started seeing more sales calls booked and clients closed from my LinkedIn content.

And in this guide, I’ll show you exactly how to do the same.

The three types of ‘buyers’ (or ‘subsets’) you need to create content for

Most people think of content as something that moves buyers through a process. As mentioned: First, they see a top-of-funnel post, then a middle-of-funnel post, and finally, after enough exposure, a bottom-of-funnel post convinces them to buy.

But that’s not how real buyers behave (at least not on LinkedIn).

They don’t follow a structured path. They jump in at different points based on their awareness level, and that’s what actually determines whether they’ll take action.

Instead of thinking about content as a funnel, I focus on creating content for three different types of buyers (or the three different subsets of your ICP) that are at these different levels of awareness.

Here are the three types:

1. Buyers who don’t even know they have a problem yet (ToFu content)

Problem ❌ | Solution ❌

These are the hardest people to sell to directly, because they don’t realize they need help yet. They aren’t searching for a solution because they don’t think they have a problem, but they’re still your ICP (people who could still become your customer).

This doesn’t mean they don’t have a problem. It just means they haven’t recognized it yet. Therefore, they’re not solution aware either. And if they don’t recognize their problem, they won’t take action.

What they need to see: A perspective shift. They need to realize that something they’re currently doing is keeping them stuck, or that they’re missing an opportunity.

To achieve this, the best content types:

• Industry myths or misconceptions
• Personal transformation stories (professional journey, not private life)
• Case studies of others who solved a problem they didn’t know they had
• Common mistakes people make

Here are some example ToFu posts I wrote for clients:

Read the full post here →

Read the full post here →

2. Buyers who know the problem but don’t know the solution (MoFu content)

Problem ✅ | Solution ❌

These buyers feel pain, frustration, or fear around their current situation. They know something isn’t working, but they don’t know the best way to fix it. They’re actively looking for answers.

What they need to see: A clear solution to their problem. If they see a process that makes sense, they’ll move forward.

Best content types:

• Step-by-step frameworks
• How-to guides
• Checklists
• Breakdowns of what’s working now

Here’s an example of MoFu posts that one of our clients generated using Flow AI (more on that later):

Read the full post here →

3. Buyers who are aware of the problem and the solution (BoFu content)

Problem ✅ | Solution ✅

These are the people who already know they have a problem and understand the solution. They’ve probably tried to solve it before, either by working with someone else, buying a tool, or attempting a DIY approach. But they haven’t gotten the results they wanted.

They’re looking for someone they can trust.

What they need to see: Proof that you can solve their problem. They don’t need education. They need evidence.

Best content types:

• Case studies
• Testimonials or Customer Stories
• Before-and-after results
• Screenshots of engagement data, deal closed, revenue increases, money or time gained or saved, and so on.

Here are an example BoFu case study post I wrote for a client:

Here’s one I wrote (social proof):

How this changes the way I approach content

Instead of thinking about content as a sequence people move through, I think about it as a system designed to reach different types of buyers at different times.

Some people need to see proof. Others need to see a process. Some just need to realize they’re making a mistake.

This is in-part why I designed Flow AI, to remove the guesswork and instantly generate posts designed for all three types of buyers. Instead of spending hours figuring out what to say, I just plug into a system that consistently produces the right kind of content, literally in a single click.

Anyway, I digress. So what separates content that drives sales calls and signups from content that just gets likes and comments?

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The content ratio that drives the most sales

Once I understood that content wasn’t about pushing people through a funnel but about speaking to different types of buyers, the next question was: How much of each type of content should I post?

Most people get this wrong.

They either:

• Post too much ToFu content (which gets a lot of engagement, sometimes viral, but often doesn’t convert)
• Post too much BoFu content (which speaks to buyers who are ready but doesn’t reach enough people)

For my most successful months, months where I generating 10-30 high-ticket leads, I found the ratio that works well.

Coincidentally, it seems to be the best ratio for everyone (generally speaking).

The breakdown:

• 20% BoFu (proof-based content) to convert high-intent buyers
• 40% MoFu (problem-solving content) to educate buyers actively looking for a solution
• 40% ToFu (awareness content) to reach new people and expand the audience

This ratio ensures that content isn’t just driving likes, it’s driving sales.

What this looks like for a calendar week:

I ‘theme’ the days. Mine looks like this…

Monday - ToFu content

Tuesday - MoFu content

Wednesday - MoFu content

Thursday - BoFu content

Friday - MoFu content

This roughly aligns with the ratio above, given there are 7 days a week.

(If posting at the weekend, I’ll post ToFu and MoFu content on either day.)

Flow AI organises this for me (but any tool with do) - the above is a screenshot of my themed days organised in Notion. It just helps remove all the guesswork on what and when to post (which often is more of a time-suck than writing the actual post.)

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Why this works (the pros and cons of each)

So, let’s recap:

• ToFu content reaches the most people, but reach alone doesn’t convert. A post that gets 500K views doesn’t matter if it’s reaching people who don’t even realize they have a problem.
• MoFu content is where sales conversations start. This is the bridge. People in this stage are looking for answers. When they see a clear process that solves their problem, they take action. Simple. Whether that's booking a call, signing up for a newsletter, or starting a conversation in DMs (check out my playbook on warm outreach if you want to nail those DM conversations).

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• BoFu content is necessary, but it has a limited audience. Not everyone is ready to buy. If I only post BoFu content, I’d be speaking to the smallest segment of my audience.

The mistake most founders and GTM teams make is thinking they just need one type of content.

In reality, all three work together.

It can feel overwhelming, and like a juggling act.

But there's good news…

How I execute this consistently

Most people spend hours trying to come up with content ideas.

Or they fight a losing battle with ChatGPT, struggling to get the right output. Before giving up completely.

They overthink what to post, how to structure it, and whether it will actually convert.

Most leaders I talk to have deep fears about this.

Again, don’t mean to name drop, but that’s why I use Flow AI.

Instead of guessing, I just use the built-in templates and proven frameworks designed around this exact ratio, so they’re always posting the right mix of ToFu, MoFu, and BoFu content, without overcomplicating the process.

There are many tools out there for generating posts - but almost non of them have strategy side of things “baked in”, as it were.

Content should feel effortless.

If it’s taking more than 10 minutnes (even a few minutes) to create - it’s not scalable. That’s why I rely on a proven, repeatable system, not inspiration. Emphasis on system.

This ratio is what ensures content isn’t just getting seen, it’s increasing your odds of turning ‘content into cash’.

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How to write content that actually converts

Having the right content mix is one thing. But if the content itself isn’t structured properly, it won’t convert, it won’t get read - no matter how good your strategy.

The biggest mistake I see founders and GTM teams make?

Their posts are too vague, too complex, or too passive.

And no one engages. Been there.

Most content fails to drive action because:

• The hook isn’t strong enough to stop the scroll
• The structure isn’t clear, making it hard to read
• The CTA doesn’t give people a reason to take action

I’ve tested thousands of posts for myself and clients, and the highest-converting ones all follow the same structure.

1. Nail the first line (the hook is everything)

Most people won’t read past the first two lines. If the hook doesn’t grab them, nothing else matters.

A strong hook does at least one of these:

✅ Calls out a pain, fear, or desire

✅ Includes a number (timeframes, money, sales results)

✅ Uses personal experience (Share your own story. No one can dispute what you've personally experienced. Use "I," "we," or "my" when possible, though not exclusively).

Above all it should pique their interest. The goal is to get your audience to click “more”.

N.B. When your hook promises an outcome, make sure your post delivers it.

Examples of strong hooks I wrote for clients:

2. Structure the post for engagement and clarity

People don’t read long blocks of text. If a post isn’t easy to skim, it won’t get read.

The best-performing posts use:

• Short paragraphs (1-2 sentences max per paragraph)
• Simple, direct language (no jargon, no fluff)
• Formatting tricks (bold, bullet points, white space to break up text)

Here’s an example of a well-structured post I wrote for a client:

(Try to keep any numbered or bulleted items on a single line, so the text doesn’t wrap onto the next line - it’s easier to skim.)

Remember, if they can’t skim, they don’t read. If they don’t read, they don’t engage. If they don't engage, converting them into a sale is a bit of a long shot ;)

3. Use a clear, direct CTA

Most posts flop not because they’re not well written, it’s often because they don’t tell the reader what to do next.

The best CTAs are direct and action-focused:

• “DM me ‘LinkedIn strategy’ and I’ll send you the process.”
• “Comment ‘guide’ and I’ll send you the full breakdown.”
• “If you want to generate inbound leads in half the time, click ‘ book appointment’ top of post.”
• Even a simple "call to comment" asking readers what they think about the topic is plenty.

Here's an example with a 'comment KEYWORD' prompt ↓ It functions as a lead magnet.

This approach turns passive readers into engaged prospects.

The difference between a post that just gets likes and a post that drives prospects to take action is a strong, compelling CTA.

If you can frame it around the pain point you've just addressed - this shows you understand their challenges and positions your solution as the natural next step.

For example, "Tired of wasting hours on content that doesn't convert? DM me 'Flow' for my proven framework."

How to execute this without overthinking

Okay, as we covered, the best content is clear, structured, and repeatable. But most people struggle because they sit down to write without a clear framework.

We’re all crazy busy.

So instead of spending hours trying to come up with a hook or format a post properly, I’ve not just come to rely on all the proven templates and frameworks, which handles all of this for me.

Thus saving 10 hours a week learning how to write good copy. (Though I have put in the time, else Flow wouldn’t exist)

This is how I can consistently produce high-converting content, in a fraction of the time.

At the end of the day, it’s not just about posting, it’s about posting content that drives action.

Impressions don’t equal sales calls, btw

Wait, what?

Here me out: Most people assume that more reach and engagement means more sales. But after analyzing my own content and working with 100+ clients, I’ve found there’s actually very little correlation between impressions, likes, and the number of sales calls booked.

As I mentioned above, one post of mine generated a $30k p/m lead (and it was my lowest performing posts of the month ~500 impressions):

Remember this one:

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And I see it all the time:

• Accounts with 100K+ followers struggling to monetize because their audience isn’t targeted (and they have no idea how to do outreach properly)
• Smaller, more focused accounts consistently generating inbound leads because they have the right strategy.

If you’re judging content success solely by impressions and engagement, you’re at risk of chasing vanity metrics.

It's actually quite sad.

95% of large accounts have tons of likes but have invested all that time and effort into a huge audience they can't monetize.

Reach matters, but only if it’s reaching the right buyers.

(And in some cases, the right buyers use LinkedIn, but aren’t actively engaging)

This is why I prioritize outreach to generate sales calls + signups over likes. Because at the end of the day, content isn’t about going viral. It’s about driving revenue. (More on that shortly).

Buyers are watching, even if they never engage

All leads I’ve spoken to have read my content. But not a single one of them has liked, commented, or shared my posts publicly.

If they do share my content, it’s usually behind the scenes, dropped into a Slack channel, forwarded in a DM, or discussed in a meeting.

Like this one (don’t ask me how I got it):

This is why engagement metrics don’t tell the full story.

My ICP (ideal customer), the people who ultimately buy, aren’t always the ones who interact.

They’re paying attention, but they don’t always show it.

This is why I focus on sales calls, not likes. Because content isn’t about looking popular. Sometimes, all it takes is the right piece of social proof to convert a silent reader into a sale or signup.

N.B. If you're a client reading this, you're living proof that my content didn’t need millions of impressions or likes to convert you ;)

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Staying top of mind: Why repetition is important

Most people are afraid to repeat themselves. But it's actually a secret of great marketing. Just think about TV commercials. You can recall many of the same YouTube or TV ads that you've seen time and time again.

But people often worry that if they post about the same topics too often, their audience will get bored, or tune them out.

But truth? Repetition is what makes good content effective.

Buyers don’t remember everything you post.

They don’t see every piece of content.

They’re busy. They’re bombarded. Scrolling past hundreds of posts every day. And even if they do see your content, they often need to hear the same message multiple times before it sinks in.

This is why the best content creators aren’t constantly reinventing the wheel. They’re repeating the same core ideas in different ways, because that’s what makes them stick.

You only need 40-50 ‘core’ posts

Most founders and GTM teams overcomplicate content. They think they need to come up with new ideas every single day.

But in reality, you only need 40-50 core posts, because once you’ve covered the fundamentals, it’s about repetition, not reinvention.

With those 40-50 posts, you can:

• Reword and refresh them every few weeks
• Spin them into different formats (lists, stories, case studies, frameworks)
• Adapt them based on what’s working and what’s resonating

In other words, you can start repurposing content. Maybe next time it comes around you can add an image, a selfie (which typically work best), a video short, a carousel… you get the idea.

And if you’re really smart about it, you can cheat. Just knock out all of these posts in a single afternoon using Flow AI’s free 21-day trial, then just cancel the subscription … But you didn’t hear it from me.

Keep that between us ;)

The power of repetition

To hit this home, some of my clients’ highest-performing posts are reposts of old ideas, just framed slightly differently. And I’ve had leads book sales calls after seeing a message for the fifth or sixth time because that’s when it finally clicked for them.

Another advantage of Flow AI is instead of spending hours rewriting the same ideas manually, they generate fresh versions of their core posts in seconds, so they can stay consistent, stay top of mind, and never run out of things to say.

Content really isn’t about being original every time.

It’s about making sure the right buyers see the right message, over and over again, until they’re ready to take action.

Okay, now for the bad news…

Content alone won’t get you sales calls. You need to pair it with this ↓

Most GTM teams assume that if they just post consistently, inbound leads will start rolling in and all the problems will be solved.

That happens in some cases. But that’s rarely how it works.

Even with a great content strategy, most buyers won’t reach out first.

And it’s not, in fact, anything to do with the content.

It’s because they’re human. And naturally timid with this sort of thing.

They’ll read your posts, recognise your expertise, and stay ‘quietly interested’, but they won’t always take the next step on their own.

Sometimes because they don’t know how, or they need a ‘gentle nudge’.

This is where most people get stuck. They wait for DMs that never come, assuming that no one is interested, when in reality, their best leads are just one message away.

Someone I’m connected recently tagged me in their post. I had no idea that they were getting value from my content.

The problem: Buyers don’t always engage publicly

As I said, all of the leads I’ve spoken to have read my content. But not a single one of them had ever liked, commented, or reshared my posts.

Why? Because most decision-makers aren’t spending their time interacting on LinkedIn.

This what the “gurus” don’t understand. Many of them haven’t even worked in a B2B setting, despite their profile size.

So, again - if you’re relying purely on engagement to gauge who’s interested, you’re missing out on high-quality leads that are already paying attention to you (it’s just LinkedIn doesn’t disclose that data).

The solution: Warm outreach

Instead of waiting for buyers to come to you, go to the buyers who are already aware of you.

Warm outreach (not to mistaken with cold outreach) is about starting conversations with people who have already shown interest, people who’ve viewed your profile, followed you, or engaged with your posts (even passively).

When you focus on warm prospects, you:

✅ Get higher response rates because they already know who you are

✅ Start better conversations because they’ve seen your content and trust you

✅ Book more calls with less effort because you’re not convincing them from scratch

This is the approach I use to book 10-30 high-ticket sales calls a month, without sending a single cold pitch.

I want you to have my Warm Outreach Playbook (it’s on me!) to help you turn content into calls

The best results come from combining content + warm outreach.

1. Content builds trust.
2. Outreach turns that trust into conversations.

If you’re relying on content alone, you’re leaving deals on the table. Or, the “gurus” are priming you to buy another one of their courses.

I’ve broken down the exact system I use in The Ultimate Guide to Booking Sales Calls with Warm LinkedIn Outreach, a step-by-step playbook on how to find the right prospects, start real conversations, and turn LinkedIn into a steady source of sales calls and signups.

Final thoughts: How to turn this into a repeatable system

Well, thank you for making it this far. You’re a warrior. But there’s more.

At the end of the day, content that doesn’t generate revenue is just noise.

Vanity metrics are addictive, but vacuous.

The difference between content that gets likes and content that gets sales calls isn’t magic, it’s just process - a systemitized repeatable process. When you have the right system in place, content becomes effortless, and inbound leads become predictable.

This isn’t about posting for the sake of it. It’s about building a consistent, scalable approach, without spending hours trying to figure it out.

And once that process is in place, you’ll see an ROI from 30 days.

I’ve got a bonus for you ↓

P.S. How the LinkedIn algorithm actually works -

A lot of people assume LinkedIn is purely a meritocracy, that if you write great content, it will automatically get seen. But the algorithm doesn’t work that way.

LinkedIn decides who sees your content based on a two-step process:

1. Your first-degree connections engage with your post – If your immediate network (people already connected to you) starts liking, commenting, or sharing, LinkedIn takes that as a signal that your post is valuable.
2. LinkedIn expands the reach – If the post performs well with your first-degree connections, LinkedIn starts pushing it to second and third-degree connections, increasing visibility outside your existing network.

This means the biggest hurdle isn’t getting your post to go viral, it’s getting enough initial engagement from your first-degree connections to convince LinkedIn to boost it.

Why your hook makes or breaks your reach

Since the algorithm prioritizes posts that get engagement early, the first line of your post, your hook, is everything. If people don’t stop scrolling and interact within the first hour or two, the post is likely to stall.

A strong hook:

• Makes people curious enough to click “See more”
• Speaks directly to a pain, fear, or desire your audience relates to
• Uses numbers, open loops, or direct statements that grab attention

If your hook is weak, the post will die before it ever has a chance to reach the right people.

The LinkedIn algo rewards regular posting

One of the biggest factors in how much reach your content gets isn’t just the quality of your posts, it’s how often you post.

If you’re starting from scratch, expect it to take around 30 days of consistent posting before LinkedIn starts boosting your content. The best approach is to start with 3x posts per week, then gradually build up to daily posting.

I’ve seen this firsthand.

After taking a break over the holidays, my impressions gradually dropped to zero, even with a ‘warm account’ that had been consistently performing well. When I started posting again, it didn’t bounce back immediately. It took time to rebuild momentum.

This is why so many people struggle.

They post sporadically, see little engagement, and assume content isn’t working. But the reality is, the LinkedIn algorithm favors consistency.

If you show up regularly, your reach compounds. If you stop, LinkedIn deprioritizes your content, and getting back to where you were takes a bit of time.

LinkedIn do this for retention. It is the case that you’ve got to keep your foot on the gas.

Commenting on your ideal buyers’ posts boosts your own reach

Most people think LinkedIn’s algorithm only rewards posts. But what you comment on matters just as much as what you post.

Engaging with your ICP’s content, especially 2nd and 3rd-degree connections, tells LinkedIn that you’re part of the same conversation. And when you do this consistently, LinkedIn starts showing your posts to more of their network.

I’ve tested this repeatedly:

• When I actively commented on ICP posts, my own post impressions increased.
• When I stopped engaging, my reach dropped, even though my posting schedule stayed the same.

The algorithm seems to work like this:

1. When you comment on a post, LinkedIn pushes your comment (and profile) to more people in that thread.
2. Those people either click on your profile, engage with your content, and follow you.
3. LinkedIn recognizes the relationship and starts showing your future posts to more of those people.

If you’re only posting but not commenting, you’re missing out on an easy way to increase impressions and get your content in front of more of the right buyers.

Why third-party tools are killing reach

There was a time when you could use third-party scheduling tools (like Buffer, HootSuite, HubSpot, and so on) to automate LinkedIn content without any issues. That’s no longer the case.

Bummer.

I recently ran an experiment on this, one that was featured in Samantha McKenna’s newsletter, and the difference was night and day.

Here’s the full post →

When I posted manually, my reach was significantly higher. When I used a third-party tool, engagement dropped dramatically.

Here’s why:

• LinkedIn detects when an API is used – If a post is published via a scheduling tool, LinkedIn deprioritizes it in the feed.
• Less initial engagement = less reach – If fewer people see the post early on, it won’t get past the first-degree connection stage, meaning it never reaches a wider audience.

The days of automating LinkedIn posts through third-party tools and expecting good results are over. If you want your content to perform, it needs to be posted natively.

This is why understanding the algorithm is so important. It’s not just about writing good content, it’s about giving your content the best possible chance to be seen.

Algo rant over ;)

Hope you found this article helpful. I enjoyed writing it.

Whenever you’re ready, here are two ways I can help you:

1. I can handle your LinkedIn for you: You’re busy. I get it. That’s why we take LinkedIn off your plate entirely. From creating content to managing outreach, we drive visibility, build authority, and fill your pipeline with qualified opportunities, so you can focus on growing your business. Here’s my Calendly.
2. Get Flow AI: The AI Tool for LinkedIn (like no other). No time to write posts? Flow AI converts your ideas into high-performing LinkedIn content in just 60 seconds. Built with a proven strategy, it takes all the headache out of growing your audience, drive traffic, and generate demand, without lifting a finger. You can start free here.

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