From Posting Content to Creating Impact
How strategic content coaching helped a CEO achieve 953 new followers, 850 newsletter subscribers, podcast invitations, and connections with potential customers and partners in two months
The Challenge
Chris Hanna, founder and CEO of Walnut Hill Medical, had built a decent LinkedIn following and was posting regularly. But he faced a critical challenge:
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​His content wasn't generating the engagement or business connections he needed, and posts would go out with minimal response.
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He had valuable healthcare and policy insights to share, but needed help translating that expertise into content that actually connected with his audience.
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As a healthcare founder and thought leader, he needed a strategic producer and advisor who could help him create better content and build a LinkedIn presence that drove improvements.
The Objectives
I was brought in to help shape prospect, client, and audience-focused content while improving engagement and business opportunities:
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Develop a thought leadership strategy for his LinkedIn profile that positioned him as a go-to voice in healthcare policy and business
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Repurpose long-form video content into engaging clips, newsletters, text posts, etc.
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Maintain authentic voice through consistent comment and DM responses
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Improve client-facing communications including PDFs, one-sheets, and prospect resources (working with his team)
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Provide on-camera coaching and support for Director of Business Development
The Results
Within 24 hours, Chris noted that the first strategically-produced post generated more engagement than any content he had published over the previous year.
Immediate Impact (24 Hours)
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First newsletter: 2,377 impressions, 12 comments, 23 reactions
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2 industry-relevant connection requests
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An invitation for Chris to be on a podcast
Long-Term Growth (First 2 Months)
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953 new followers on personal profile
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1,100+ total engagements
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850 newsletter subscribers
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300 new followers on company page
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Second podcast invitation (within 48 hours of first)
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Growth in audience quality: primarily primarily executives and business leaders
Here are examples of the strategically-produced content that drove engagement
and business connections:
Newsletter Issue
105 Reactions, 14 Comments, 5 Shares
7-Page Carousel
35 Reactions, 4 Comments
Video Clip
64 Reactions, 12 Shares
Text-Only (Repurposed From Video)
98 Reactions, 19 Comments, 2 Shares
Video Interview Clip
31 Reactions, 2 Comments, 4 Shares
Humor (with Industry Context)
10 Reactions, 8 Comments
Building a Relevant and Engaged Following
"Our company LinkedIn page continues to grow in followers and I have no doubts a large part of this is due to the educational video content we release. We also have received feedback from medical device companies and regulatory bodies that the videos are valuable resources. It’s an honor and a privilege to be able to release content that can serve so many different audiences."​
Grace Cuillier
Director of Business Development
Always looking Forward to
Video Coaching
"Scott is a great coach and so easy to work with! He keeps the conversation open, and I can always ask questions about how to improve content, even in the middle of filming. He's patient and a true professional. I always look forward to our filming days and am excited to continue working with Scott in the future."
Want LinkedIn content that connects - not just posts?
Whether you're a CEO who needs LinkedIn to deliver business results, or someone posting regularly without meaningful engagement, let's build your LinkedIn strategy that speaks with the right people and creates meaningful connections.
