MSPs need a social media content strategy that enables you to stand out in a saturated landscape.
For example, let’s take LinkedIn, the place to be for B2B.
The social media platform designed for professionals is a hotbed of ideas, thought leadership, and innovative solutions.
Yeeeah, there’s still a lot of fluff.
But cream rises to the top!
To find out what makes a social media content strategy stand out, I analysed some of the loudest voices on LinkedIn and compiled a list of techniques.
To be the best, learn from the best, right.
The Leading Lights of LinkedIn
Justin Welsh
Justin Welsh is a former startup executive turned solopreneur who built his name teaching other solo business owners how to grow a personal brand.
He joined LinkedIn in 2018 and started building his presence in early 2019. Posting every day, he has a following of over 800,000 followers on LinkedIn, more than 180,000 newsletter subscribers, and has generated over $12.5 million in business revenue at roughly 86% profit margins — all without employees or paid ads.
What is Justin’s social media content strategy?
💫 He makes complex business lessons feel deceptively simple. Most of his posts revolve around one sharp idea, stripped of unnecessary detail, which makes them highly shareable
💫 His formatting is engineered for readability. Short lines, clean spacing and deliberate pacing create momentum that keeps people scrolling
💫 He understands consistency better than most creators. The themes, tone and positioning are instantly recognisable, which reinforces his authority every time he posts
Lara Acosta
Lara Acosta is a personal branding coach, LinkedIn content strategist, and co-founder of two ventures — Kleo, a tool that analyses how creators and posts perform, and Literally Academy, where she teaches founders how to turn their companies into stories people want to follow.
In 2022, she was unemployed. Today, she has accumulated over 1.2 million views with zero ad spend and is widely recognised as one of LinkedIn’s fastest-growing female creators.
What is Lara’s social media content strategy?
💫 She blends education with personality. Her content teaches practical LinkedIn growth strategies, but the tone feels conversational rather than corporate
💫 The hooks create immediate curiosity. She often opens with a bold statement, unpopular opinion or personal observation that makes readers need context
💫 She documents in real time. Instead of positioning herself as someone with all the answers, she shares experiments, lessons and results as they happen, which makes the content feel authentic and current
Dave Gerhardt
Dave Gerhardt is a former startup CMO turned B2B marketing media founder, best known for building Exit Five — the leading community for B2B marketers.
His creator journey began while he was at Drift (which reached a $1 billion valuation), right as LinkedIn shifted from a networking tool into a content platform. He treated it like a personal blog, posting marketing lessons and observations a few times per week. His audience grew from 10,000 to 50,000 to nearly 200,000 followers over time.
What is Dave’s social media content strategy?
💫 He writes like an operator, not a marketer. His posts feel grounded in real business experience rather than polished theory, which builds trust quickly
💫 He uses strong positioning. Dave consistently reinforces his perspective on brand-building, community and modern B2B marketing, making his content highly distinctive
💫 The personality is the strategy. Humour, blunt opinions and casual language make his insights memorable because they sound human, not manufactured
Chris Walker
B2B marketing strategist and entrepreneur, Chris Walker, is best known as the founder of Refine Labs and Passetto but is widely credited as a pioneer of modern demand generation.
Having recognised early in his career that buyers were educating themselves long before speaking to a salesperson, he began to champion a “value upfront” model over traditional lead generation. He started Refine Labs in 2019 from his living room with a $100/hour client contract, and scaled it to eight figures in revenue within three years. He credits LinkedIn as a core part of his growth strategy.
What is Chris’s social media content strategy?
💫 He challenges conventional B2B thinking — consistently sharing contrarian, data-backed takes on B2B marketing. Instead of repeating safe industry advice, he openly critiques ineffective marketing strategies and explains why they fail
💫 His conviction creates engagement. Even when people disagree, the strength of his perspective drives conversation and attention
💫 He teaches through specificity. Rather than vague motivational advice, he shares operational insights, data points and practical examples that feel immediately useful
Need A Social Media Content Strategy?
Ready to build your social media presence and want help developing a brand personality.
In the meantime, why not download my free 4-step guide to creating content that drives conversions?
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