Most technical B2B companies I speak with have the same problem.
They have real expertise, real customers and real results. And almost nobody on LinkedIn knows about it.
It is rarely a lack of things to say. It is the lack of a system for saying them.
Here is what usually happens. Someone on the team posts a product update. A few weeks later, a trade show photo. Then nothing for two months. Each post is fine on its own, but together they tell buyers nothing.
After 700+ projects since 2018, I keep coming back to the same four parts. When all four are in place, a company stays visible. When one is missing, the posting stops.
Part 1, pillars: decide what you talk about
Pick three or four topics you want to be known for, and stay inside them. For a technical company, these usually work well:
- Customer problems you solve
- How your product or process works
- Proof, such as results, projects and lessons learned
- The people and thinking behind the company
If a post idea doesn’t fit a pillar, it doesn’t get written.
Part 2, calendar: decide when you show up
Three posts a week is enough. What matters is that it happens every week.
Give each post a goal: reach, trust or conversion. A month of 12 posts might be 5 for reach, 5 for trust and 2 that ask for something.
Part 3, translation: turn expertise into plain language
This is where most technical companies get stuck. The knowledge sits in the heads of engineers and founders who have no time to write.
The fix is a 30 minute conversation once a month. Ask your experts what customers got wrong this month, what surprised them, and what they explained three times. One good conversation gives you eight or more posts. We explain the full method in how to turn one expert conversation into a month of posts.
Then write for the buyer, not for the engineer. Start with the problem and put the specification after it.
Part 4, feedback: keep what works
At the end of each month, look at three things: which posts brought profile visits, which started conversations, and which were ignored. Do more of the first two and drop the third.
When we worked with the Fiverr Music team on their Instagram launch, we reviewed the content every two weeks. In the first 30 days the account reached 11,143 people, and 59.3% of views came from non followers. The review habit mattered more than any single post.
Where to start this week
- First, write down your three or four pillars.
- Second, book 30 minutes with the person who knows your customers best.
- Third, turn that conversation into your first six posts, using one of these 7 hooks for technical content.
That is the whole system. It is simple, and the companies that follow it are the ones buyers remember.
Want this running for your company?
Tidea Marketing builds and runs this system for technical B2B companies. See our LinkedIn content management service, get a free LinkedIn audit, or book a free strategy call.