From CEO Posts to Pipeline - Building a Founder-Led Content Engine
- Samantha Riel
- Jul 22, 2025
- 2 min read
How Founder-Led Content Builds Pipeline That Converts
“It’s the difference between being two dimensional and three dimensional.”
That’s the line that sealed it for me.
In Episode 6 of Scale Without Chaos, I sat down with Josh Cons, founder of Notice Me(dia), to talk about something most companies are overlooking: Your CEO’s voice is a growth channel.
When used well, it builds trust at scale.When ignored, it’s just a missed opportunity.
Not for vanity metrics.Not to chase clout.But to create meaningful conversations that lead to revenue.
Here’s what we covered.
Most CEO content is flat
Most executive LinkedIn content reads like a press release, because it is one.
“We’re at this trade show.”
“We just hired someone.”
“We’re thrilled to announce…”
It’s not wrong. But it’s forgettable, and it doesn’t build connection, trust, or interest. It doesn’t do anything to stand out in a sea of noise.
And it likely doesn't build engagement or drive pipeline.
Josh put it perfectly:
“If you sound like a template, you’re forgettable. If you sound like you, you’re trustworthy.”
The new playbook: trust at scale
Founders are sitting on a goldmine of untold stories.
But most never share them. Or they water them down until they lose all meaning.
The companies winning on LinkedIn right now? They’re doing the opposite.They’re building trust in public by showing how they think, what they’ve learned, and how they lead.
According to Josh, that trust comes from three types of content:
Personal content. Tell real stories from your journey. Share lessons. Talk about what shaped you.
Business content. Show how you operate. What you’re building. How you’re thinking about your team, product, or growth.
Industry content. Add your perspective to what’s happening around you. Trends, shifts, hard truths.
Each pillar adds depth. Together, they create trust that scales.
What if your CEO doesn’t want to post?
That came up too.And I’ve lived it—multiple times.
Here’s what Josh said:
“You don’t need to be a celebrity. You need to be a business development machine.”
This isn’t about daily posting or chasing followers. It’s about finding the stories your leadership team already has and packaging them in a way that connects with the right people.
You don’t need volume. You need clarity, consistency, and a plan.
Likes are not the goal. Signal is.
If you’re only measuring likes, you’re missing the point.
Josh referred to this as chasing the wrong KPI. You might get engagement, but if it’s not from your target audience, what’s the actual ROI?
“Posting content is not enough. You have to capture signal.”
Pay attention to who engages. Follow up. Start the conversation. That’s where the real opportunity is.
This episode is for you if…
You’re a founder who wants to build trust with your audience
You’re in marketing and trying to get your execs to say more than “we’re hiring”
You’re tired of AI-generated noise and want content that actually performs and generates pipeline.
This one’s full of frameworks, one-liners, and practical takeaways you can use right now.
Listen to Episode 6: From CEO Posts to Pipeline
🎧 Spotify 🍎Apple Podcasts ▶️ YouTube
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