Brian LaManna explains his audience-building approach on LinkedIn: he posts daily short-form content on LinkedIn, uses a weekly newsletter for deeper medium-form essays, and hosts free long-form resources (playbooks, courses) on Gumroad. He frames these choices around serving people (helping career transitions, sales slumps) and optimizing format to fit platform constraints (LinkedIn character limits and scrolling behavior).
Chapters
I post on LinkedIn and I do what I do with a free newsletter, free courses, free playbooks, etc. Because I genuinely love just interacting with others, sharing my lessons of what has worked well for me, what hasn't, and getting to help other folks too. That like might be breaking into tech for the first time, might be transitioning roles, might be in a slump and like need a new process, a new framework that like gives them a spark and brings them some life back into their day to day in terms of sales. So I think it's really important to like keep that why in front of you because that can kind of help guide some of your decisions from there. So in terms of like my strategy, it really, you know, June of last year through about Christmas, I only had those LinkedIn posts. I would just post daily on LinkedIn by the end of the year, continually try to share different thoughts, different ideas. And over winter break I started evaluating. It's like I could probably go deeper on some of these subjects, which LinkedIn just doesn't really allow me. I'm not gonna put like a full 25 page playbook over LinkedIn characters. That's just not gonna work or resonate very well with the audience that are, you know, quickly scrolling through their feeds. So I thought of like three different mediums. One LinkedIn being more like short form content, my newsletter being more like medium form where I could go deeper on like one subject on a weekly basis. And then using the gumroad to host different free resources, like a cold calling playbook that I have email prospecting what to do if you're in a slump, just in terms of things that have been successful for me.