5x follower growth & 30+ organic leads from LinkedIn
1K → 6K Followers in 3 months
Circle Health was pre-PMF with no marketing budget. Performance ads weren't an option. So we looked at what we did have — a co-founder who headed sales, knew the space deeply, and had a small but existing LinkedIn presence. Around 1,000 followers, occasional posts, no real strategy behind any of it. The opportunity was clear. The work was in building the system to make it happen consistently.
The founder didn't need someone to invent things for them to say. They needed someone to pull out what they were already thinking — and turn it into content their audience would actually stop to read. My job was to build that engine without adding to their workload.
Voice extraction
I had weekly recorded conversations with the founder and used those as raw material. I drafted early, got feedback, iterated. Over time I built a sharp enough understanding of their voice that reviews became quick. Every post traced back to something they actually believed. Nothing was made up.
Market research
I tracked what Circle Health's ICP was reading, asking, and complaining about — across newsletters, Reddit, Quora, and industry reports. This fed directly into what we chose to post about and when.
Content cadence
Three posts a week, every week. Opinion pieces, text posts, short-form video, carousels. Topics stayed tight to what HR leaders and founders in this space genuinely cared about. The same strategy also generated leads for the Full Circle Podcast.