I’ve tried to get a team posting on LinkedIn. It sounds simple until you do it.
You say: “Just share something.”
They hear: “Go look dumb on the internet.”
So they try once. It’s awkward. Momentum dies.
But when it works? It really works, especially with video today.
LinkedIn becomes your #1 inbound channel.
That’s why I brought on Dom Odoguardi, ex–GTM at YC-backed Trellis, now founder of doContent, to walk me through how he made it stick.
The 30-day EGC sprint
Here’s how Dom got his team creating content (and actually enjoying it):
Week 1: Nail the POV + build a 30-topic bank
Week 2: Record low-pressure reps (no posting yet)
Week 3: Post 2–3x each (mix of video, text, or carousel)
Week 4: Review what hit, reward participation, repeat
It built their content muscle. Turned posting into a habit.
And LinkedIn video became their number one inbound source.
Remember, month one equals signal and confidence, not direct leads. Early wins spark buy-in. DMs, profile views, “saw your post” mentions. From there, content compounds.
How to make it dumb easy to start
Dom didn’t send a Notion doc and hope.
He sat down with the founders between meetings.
Handed them a line to read or a question to answer. Shot it. Clipped it. Posted it.
One post that took off? A skit poking fun at sales reps.
And he made it social. Shared calendars, team brainstorms, and incentives like stipends, dinners, or perks to keep people showing up.
→ You’re not assigning homework. You’re building a culture.
Try this with your team
Run a 90-minute “Topic Bank Jam.” Here’s how:
List: 10 pains your ICP has, five spicy takes, five quick customer wins, five behind-the-scenes
Turn each into a post idea (question, claim, or mini-story)
Tag each one: Talking-head video, Text post, Carousel
Script 3 (150–200 words). Record on phone. Post 2 next week.
That’s your low-pressure starting point. Momentum builds from there.
What I learned (and why it failed outside of marketing)
We tried team posting when I was head of marketing at Arc. It worked great for my team and our founder account.
But beyond that? One-off posts. Awkward vibes. Zero momentum.
Dom’s approach works because it meets people where they are.
No pressure. Just at-bats. And once someone sees even one win? They’re in.
It’s not about turning everyone into a thought leader.
It’s about building a repeatable, human engine that earns replies, DMs, and “saw your post” trust.
Know a founder trying to force team content with no system? Forward this.
Or hit reply and tell me where your EGC gets stuck. I’ll send a fix.
Keep those ideas flowing,
Christine
Got a guest idea? Reply and let me know. I love hearing from you.
P.S. My friend and fellow B2B marketer Devin Bramhall just released her new book this week. I just ordered it, and if you care about content marketing that actually builds a business, you should too.