The Employee-Led Content Playbook

Give every team member 3-4 pillars inside the company strategy.

• Map each team member to a stakeholder segment (founders, engineers, marketers, sales).

• Assign 3-4 pillars per person that reflect their expertise and audience.

• Make sure the team's combined pillars cover every stakeholder in the buying committee.

Skip the company page as a primary channel until scale justifies it.

• Use the company page for:

  • Hiring posts

  • Reposts of team member content

  • Engagement with team posts and mentions

• Personal profiles do the heavy lifting since they get 5-8x more engagement.

Make it easy for anyone to create without starting from a blank page.

• Store evergreen templates in Notion.

• Record and store every call transcript in Ergo.

• Set up a company OS in GitHub with reusable content creation skills.

• Store 2,000+ viral posts in Pinecone for RAG-powered ideation.

• Give unlimited designer access to every team member.

• Run a quarterly LinkedIn competition with cash prizes to keep momentum up.

Turn every team member's posts into captured leads.

• Track connections and post engagement via Jungler.

• Deanonymize website visitors via RB2B and Apollo.

• Capture lead magnet form fills via Tally.

• Route everything into one central database for enrichment.

Filter the captured leads before sales gets involved.

• Enrich contact and company data in Clay.

• Cross-check HubSpot to exclude existing clients and closed-lost accounts.

• Score every remaining lead into Tier 1, Tier 2, or Tier 3.

Match the outreach channel to the tier.

• Tier 1: cold calls via Nooks and LinkedIn DMs via HeyReach.

• Tier 2: email sequences via Instantly and LinkedIn ads.

• Tier 3: retargeting ads and nurture sequences.

• Book meetings via Cal.com with the right rep.