It's Not Enough to Just Hit Post

We’ve been onboarding some new clients at Triangle over the last few weeks, and it’s reminded me how much of the work happens before we write a single post.

Because if you hit post and hope for the best, you’ll end up becoming part of the noise.

Here are five key strategic elements we focus on:

1. Clear positioning

Go deep on what you want to be known for, who you need to reach, and what you want to achieve. Then build your messaging and content themes around that. Every post should reinforce something you want your audience to remember.

Action: Write down three things you want your ideal buyer to associate with you. Look at your last five posts.

Are those associations coming through?

2. Understanding your buyers

We analyse our clients’ ideal buyers’ profiles and track what they engage with. The topics, formats, conversations and people they pay attention to. This helps ensure our content reaches and engages our client’s ideal buyers in a data-backed way.

Action: Pick 10 ideal buyers and review their recent LinkedIn activity. Look for recurring questions, frustrations or priorities.

3. Learning from the data

With 100M+ impressions and $10M+ in pipeline generated, we’re constantly analysing what works from our dataset. Which content earns attention, attracts the right people and starts commercial conversations? And bring our findings into our work.

Action: Review your last 10 posts. Which attracted relevant buyers or led to an enquiry? Identify the topic or angle worth revisiting — even if it wasn’t your most-liked post.

4. LinkedIn-first, audience-first content

Getting your key messages into the world means connecting your products and announcements to the bigger conversations your audience cares about. Industry shifts. Shared challenges. New ways of thinking. We find stories, original insights and interesting points of view — creating content people want to read, screenshot
and send to a colleague.

Action: Take your next announcement and ask: “What does this help my audience understand or do?” Lead with that insight, then use your news to bring it to life.

5. Building an ecosystem around the content

We turn content into a commercial ecosystem. Grow your network through targeted outbound. Track engagement signals to identify relevant prospects. Start conversations. Nurture through a newsletter. Build touch-points and drive SQLs.

Action: Ask your sales team which question keeps coming up on calls. Turn your answer into a post, then give them the link to share with prospects facing that challenge.

This is the work behind content that actually drives commercial results.

So remember, your next post should be part of a bigger plan.
‍
P.S — yesterday I was at a private LinkedIn event interviewing LinkedIn’s Director of Editorial & Product Strategy — getting the truth behind the ‘AI slop’ button, how the algorithm is changing, and why content that features lived experience performs best. Get a sneak peek here. Stay for next week where I’ll share everything.