Most B2B companies post diligently from the company page and wonder why nothing happens. Meanwhile a director writes one unpolished paragraph about a problem they solved that week and it reaches more of the right people than a month of corporate updates.
This is not a quirk of the algorithm to be gamed. It is how people behave. They follow people.
Why the company page struggles
Three things work against it. People follow individuals and tend to ignore brand pages in the feed. Company posts are usually written by committee, which removes exactly the specificity that makes something worth reading. And they are almost always announcements – we are pleased to, we are proud to – which is news about you rather than something useful to the reader.
Keep the company page. It is where someone checking you out will land, so it needs to look current and credible. Just stop expecting it to generate conversations.
What a director should actually post
The test for every post: would someone forward this to a colleague?
Problems you have just solved
A client had this situation, here is what we found, here is what we did. Specific, useful, and it demonstrates expertise without claiming it.
Opinions you can defend
A view on how your industry works that not everyone shares. Agreement is forgettable. A reasoned, slightly uncomfortable position is what gets remembered and quoted.
Things that went wrong
The decision you got wrong and what it taught you. Consistently the best-performing content directors publish, and the hardest to press send on.
How you think about a decision
Walking through how you would assess something buyers struggle with – choosing a supplier, pricing a job, deciding whether to invest. You are being useful to people who are not ready to buy yet, which is where trust is built.
What does not work
Reposting the company page. Congratulating the team on an award with no context for anyone outside. Motivational content with no connection to what you do. Anything that reads as though it was written to be professional rather than to be read – which, increasingly, includes anything that reads as though AI wrote it unedited.
The realistic commitment
Two posts a week beats seven for a fortnight and then nothing. Consistency matters more than volume, and most directors can manage two if the process is light enough.
What works for busy people: keep a note on your phone and add to it whenever something interesting happens in a meeting. Once a week, turn the two best entries into posts. Fifteen minutes.
What also works: dictate the post as though explaining it to a colleague, then tidy it. The spoken version is nearly always better than the written one, because it has not been professionalised into blandness.
On ghostwriting
It is common, and it can work, but only in a specific way. A ghostwriter who interviews you and writes in your voice from your actual opinions is a legitimate use of time. One who invents opinions and posts them under your name is a problem waiting to happen – at some point a prospect will mention a post you did not write and do not agree with.
If you use one, keep final approval and make sure the substance is genuinely yours.
Measuring it honestly
Likes are the least useful number. Watch profile views, connection requests from your target market, and the conversations that start with “I saw your post about”. In a long B2B buying cycle, the real return often appears months later, when someone who has been reading quietly gets in touch already half-sold.
Frequently asked questions
Should the whole leadership team post, or just one person?
Two or three voices with different angles beat one. But it has to be voluntary — a reluctant poster produces exactly the forgettable content you are trying to avoid.
Does this replace LinkedIn advertising?
No, it precedes it. Organic credibility makes advertising work harder and cheaper. Our piece on LinkedIn advertising costs covers the paid side.
What if we are in a dull industry?
There is no such thing from the inside. Every industry has decisions that are difficult, assumptions that are wrong and work that is harder than it looks. That is the material.
How long before we see anything?
Three to six months of consistency before it becomes a reliable source of conversations. It compounds, which is why starting badly now beats starting perfectly later.
Make it sustainable
Most directors stop because it becomes another job. We help leadership teams build a content habit that fits around the work — see our LinkedIn and content service, or get in touch.
