LinkedIn strategy built on depth, not reach

Executive overview

Most LinkedIn content chases reach and virality — metrics that don't reflect whether anyone actually cared. Return on intimacy (ROI) is the alternative: content designed to resonate deeply with the right people rather than perform broadly for the wrong ones.

Depth-first content naturally spans the full funnel. When intimacy is the goal, real commercial return follows.

Return on intimacy defined

• Virality is a side bonus, not the target
• Success is being a screenshot someone keeps, not a post someone forgets
• Resonance is measured by comment depth — real back-and-forth, not one-liners
• Community signals: others chime in because the content speaks to them too

Content across the funnel

• Top of funnel: attention and awareness; leaves people slightly better for having read it
• Middle of funnel: deepens consideration of what you offer
• Bottom of funnel: moves people toward working with you
• Intimacy-first strategy leans heavily into top-of-funnel content

AI in the workflow

• AI used for ideas generation only — not for writing posts
• Helps refine hooks; human voice is preserved by editing AI output back to personal style
• Automation tools used to tighten video pacing (removing slow speech patterns)
• Full AI-written posts create a "sea of sameness" — depth is what breaks through