This is a YouTube video titled "STOP boring your audience! Here's how to keep them hooked" containing a discussion between two speakers about content strategy for engaging different personas on LinkedIn, focusing on relevance and content variety to grow audience engagement. The video was created in early 2025.
The idea is to hit every single person in your following with something that's relevant to them once a week. Because people don't.
Need a lot of value to be engaged.
When the baseline.
Is like other people's boring white papers on LinkedIn.
They just need to be seen and heard. So, like, let's say you have three Personas, like Rev Ops, Marketing Leadership, CEO. Then you have your content pillars fit under those Personas. Okay, once a week, I'm going to do a piece of content.
100% relevant to founders.
The first one's going to be video. The second one is going to be short form content. And then you keep going through this until eventually you stumble upon something that works, and then you double down with it. And that's how Apollo basically grew faster.
Than any other B2B SaaS company on LinkedIn over the last year.