How to elevate your content to attract more clients

How to elevate your content to attract more clients

I’ve been posting on LinkedIn for pretty much a whole decade now, and in that time frame the platform (and algorithm) has changed a lot. 

If you’re posting on LinkedIn and not seeing results, the hard truth is that content alone isn’t king.

You can’t post once or twice a week with no thought behind it and expect to use it as a client attraction or personal branding exercise.

You need to start looking at your content through a strategic lens. The kind of content that supports your BD strategy: nurturing, qualifying, and attracting clients before they jump on a call with you. 

The kind of content that makes a prospect feel like you’re in their head.

Let’s break it down!*

*Disclaimer, it’s important to note that there is no perfect ‘secret sauce’ for success. However, there are a lot of fundamentals that you can use from this newsletter to adapt to your own content strategy. We’re going to stick with general examples and give you some tips on how you can alter these to make them ‘pop’ even more…

The Content Types

There’s no one-size-fits-all, but here are 5 content types that consistently convert when done well:

1. Problem-Solution Posts

Call out a common client pain point and show how you solve it.

This is even more effective when you work in a hyper-niche market. Immediately, you’ll be targeting a select group of people and acknowledging their pain point. Can’t think of one? What have clients been telling you over the phone? Use that as the foundation for your content.

 💡 Example: “Struggling to hire Senior Engineers who actually stay? Here’s what we do differently…”

2. Behind-the-Scenes / Process Posts

Pull back the curtain on your approach.

This can be a great way to demonstrate to clients your process and outcomes without pitching them on the phone. 

In a world where we can access so much information online, there can still be a reluctance from prospects to listen to your elevator pitch on the phone. But, that’s fine because you have LinkedIn as another way to reach them.

Back it up with evidence. Talk about the process. Highlight your team (if needed) who was involved. It’s time to showcase what you’ve done!

 💡 “Here’s how we fill C-Suite roles 40% faster”

3. Client Wins & Testimonials

Show the proof. Position your clients as the hero and your service as the game-changer!

Instead of just sharing a testimonial as a quote, create a story for your network.

 💡 “This founder was stuck in hiring hell. They needed to re-hire their entire marketing function due to organisational changes post-acquisition. Now, they’ve got an incredible team and a pipeline of 2 new starters to support their marketing needs in APAC.”

4. Thought Leadership

Share your unique take on industry trends, misconceptions, or shifts in the market. This is content that can be hyper-niche or you can go down the more generalist route (although, please don’t talk about WFH vs in-office again, as that has been done to death!)

Back up your content with an article (if possible) or a personal anecdote and you’ve got yourself a strong post.

 💡 “Why the best candidates aren’t applying to your job ad (and what to do instead).”

5. Conversation Starters

Not everything has to sell! Ask questions, share opinions, or tell stories that spark real engagement. A great way of doing this is through polls. You can then follow-up on everybody who engaged with the poll: fresh leads.

💡 “I’ve had 3 candidates today tell me this week that they prefer a WhatsApp message with a JD over e-mail. What do you all think?”

A simple framework for content that converts

If you're reading this and still thinking ‘what am I going to write’ - try this formula:

Hook → Problem → Insight → Call to Action

Example:

Hook: “If your CTO search hasn’t changed in the last year, expect the same results.”

Problem: “Most searches for CTOs repel more than they attract. Dated role details, lengthy processes, and lack of long-term vision all contribute to the lack of talent clients get through the door.”

Insight: “We refined one client’s strategy to speak directly to values and impact, and we were able to headhunt 3 incredible candidates and bring them for interview within a week.”

CTA: “Need an incredible CTO? Let’s talk ASAP.”

Stuck? AI Can Be Your Secret Weapon

We’ve all hit the wall: no time, no ideas, zero creative juice. This is where AI comes in handy:

• Idea generation: Ask for post topics based on your target audience and offer.
  

• Draft support: Use AI to create a rough first draft, then edit in your own voice.
  

• Repurposing: Turn long-form content (like blogs, newsletters, or client proposals) into bite-sized LinkedIn posts.
  

• Speed: When you’re busy delivering for clients, let AI help you stay visible without burning out.

Just remember: AI can support your voice, not replace it. Add your real stories, tone, and point of view to make it resonate.

Posting content that converts isn’t about showing up more, it’s about showing up better.
Speak about your ideal client’s problems. Offer value before you pitch. Stay consistent.

And if you’re feeling stuck? You’re not alone, and you don’t have to do it solo.

P.S. Whenever you're ready, there are 2 ways I can help you:

#1: Do you listen to my podcast? I release a weekly episode with either a top-performing recruiter or recruitment entrepreneur to find out how they achieved their success so you can learn directly from their journey Check out my latest episode and subscribe to the show.

#2: Want to win more business, book more meetings, and level up your billings? Our Hector certified courses are built by top billers who’ve been where you are and cracked it. No fluff. Just real, proven strategies you can use immediately >>>> Browse Courses – Start Closing More Deals Today (Use code Limitless_Learning at checkout for 15% off: exclusive to newsletter readers)