LinkedIn content for UK B2B: the founder's playbook
How to build a LinkedIn presence that generates inbound enquiries — the content pillars, cadence and voice that actually work.
July 2026 8 min read
LinkedIn is the highest-ROI social platform for UK B2B founders — and one of the hardest to do well because the tone is so specific. Here's the playbook we use for the founders and sales teams we ghost-write for.
Personal profile > company page. Always.
The LinkedIn algorithm gives personal profiles 10–20x the reach of company pages. If you're a founder, salesperson or consultant, your personal profile is the main event — the company page is a supporting act.
The four content pillars that work
- Expertise — a specific tactic or insight, told from your first-hand experience
- Opinion — a stance most in your industry disagree with, defended with evidence
- Case study — a client story with numbers, told without naming names if you have to
- Personal — a business milestone, a lesson from a mistake, a hire, a failure
Rotate through these four so no one type of post dominates. Aim for a 3:3:2:2 ratio across a month.
The hook is 90% of the post
The LinkedIn feed shows the first 2–3 lines before "…see more". That's the entire ad for the rest of the post. Bad hook = the rest is invisible.
Hooks that work:
- A specific outcome ("We went from £0 to £480k ARR in 14 months. Here's what actually moved the needle:")
- A contrarian claim ("Most SaaS founders are wasting their LinkedIn. Here's why:")
- A confession ("I got this hire wrong. It cost us £45k and 6 months. What I'd do differently:")
Format matters as much as content
- Short paragraphs — 1–2 lines max
- Line breaks between every idea (whitespace is a feature, not a bug)
- Bullet lists with symbols, not markdown
- Under 1300 characters — long enough to be substantive, short enough to be read
Cadence and consistency
3–5 posts a week is the sweet spot for founders. Below 3 is a hobby; above 5 and quality drops. If you post inconsistently for a month LinkedIn deprioritises your account for weeks after — better to post 3 times a week for a year than 20 times one week and nothing the next.
When to expect inbound
3–6 months of consistent posting before meaningful inbound DMs start — for B2B services and consultancies especially. It's a compound game. Every post is a permanent asset that keeps working in search and feed algorithms for years.
Takeaway
Bottom line: post 3–5 times a week on your personal profile, rotate expertise / opinion / case study / personal, obsess over the first 2 lines. Do it for 6 months and it becomes your best sales channel.
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