The team
Your team is not too busy to post. They are afraid. Afraid of looking stupid in front of customers, competitors and the person at the next desk. So they draft nothing, or they draft something and never publish it.
Team Content Engine
Your GTM team is already on LinkedIn. They are just afraid to post.
One day on site. Eoin gives your sales, marketing and leadership team a shared voice, clear red lines and a system that keeps them publishing long after he leaves.
- —On site
- —5 to 40 people
- —One day plus follow-up
The real problem
The real reason nobody posts
The leader
You are afraid too. One badly worded post from a rep mid-deal. One hot take that lands wrong. It is your name on the company, and silence feels safer than the risk.
The cost
So everyone stays quiet. Meanwhile your buyers are on LinkedIn every day, forming opinions about vendors before a single call happens. The silence costs more than the bad post ever would.
The fix
Fear is a solvable problem.
Fear comes from not knowing where the line is. Nobody tells a team what they can say, so everyone assumes the answer is nothing.
Give that same team explicit red lines, an agreed voice and a set of angles they are each qualified to speak on, and the fear goes. People post when they know exactly what a good post looks like and exactly what is off limits.
Guardrails do not restrict output. Guardrails are the thing that unlocks it.
The companies with the strictest red lines publish the most.
Who this covers
Why the GTM organisation.
This is not an all-hands culture initiative. It is built for the people who carry revenue: sales, marketing, customer success and the leadership team.
Everyone in your GTM organisation sells trust before they sell product. Your reps are already having credible conversations with buyers every week. Right now that credibility exists only inside the call, and it disappears the moment the call ends.
Put the same people on LinkedIn with a shared standard and every conversation they have in public compounds. Buyers arrive at the first call already knowing who they are dealing with.
The day
What happens on the day.
09:00
Where the line is
Red lines, agreed voice and the rules of the road. The fear gets handled first, because nothing else works until it is.
10:30
What this team is qualified to say
Ideation in breakout groups. Every attendee leaves the session with a personal angle and a bank of post ideas drawn from work they have actually done.
12:00
Lunch
Provided by you. Eoin is not fussy.
13:00
Craft
Hooks, structure and format. What makes a post get read, with live rewrites of drafts from the morning session.
14:30
The habit
The system that survives a busy quarter. Scheduling, batching and the weekly rhythm that keeps a team publishing when the novelty wears off.
16:00
The 30 day calendar
The whole team fills a 30 day content calendar before anyone leaves the room. Nobody walks out with homework. They walk out with posts.
Company assets
What the company keeps.
A training day evaporates. These do not. Every engagement produces a set of working documents that belong to the company, outlive the day and outlive the people who helped write them.
Document
Company tone of voice
How your company sounds when a person is speaking, not a brand. Written with the team in the room, so it describes voices that actually exist.
Document
Red lines
What is off limits, in writing. Deals, clients, numbers, competitors. The document that turns fear into confidence and keeps legal happy.
Framework
Content pillars
The three to five territories your company has earned the right to speak on, mapped against what your buyers actually care about.
Per person
Individual angles
Every attendee leaves with a defined personal angle. What they cover, why they are credible on it and how it ladders up to the company story.
Calendar
30 day content calendar
Filled in before the day ends. A month of posts assigned to named people with dates attached. Momentum starts the following morning.
Report
Leadership report
After the follow-up window closes, leadership gets a written report. What the team published, what worked, who needs support and where the gaps are.
After the day
The day does not end at 5pm.
Every attendee gets a follow-up call with Eoin in the weeks after the session. Drafts reviewed, blockers cleared, early wins pointed at. Then leadership gets the report. This is the part most training skips, and it is the part that makes the habit stick.
Fit
Who this is for.
For
- Companies where buyer trust is part of the sale
- GTM teams of five to forty people
- Leadership willing to post first and set the standard
- Teams that already believe in LinkedIn and want consistent output, not convincing
Not for
- Companies looking for someone to write posts on the team's behalf
- Leadership that wants the team publishing but will not publish themselves
- Anyone hunting for a growth hack. This is a system, and systems take reps
Questions
Frequently asked questions
What if someone posts something damaging?
This is the exact problem the red lines document exists to solve. Every attendee knows in writing what is off limits before they publish a word. In practice the risk runs the other way. Teams with clear guardrails post more and stray less than teams left to guess.
Does legal or comms need to approve every post?
No, and if they did the system would die inside a month. The red lines and tone of voice documents are built to be signed off once, up front, by whoever needs to sign them. After that, people publish inside the rules without a review queue.
What if the team stops posting after a month?
Some will slow down. That is normal and it is why the engagement does not end when the day does. The follow-up calls catch people at exactly the point the novelty fades, and the leadership report shows you who is publishing, who is not and what to do about it.
What if someone builds an audience and then leaves?
They will take their profile. The company keeps the voice, the pillars, the red lines and the calendar, and the next hire plugs into a working system. A team where one person has an audience is fragile. A team where twelve people post is not.
Our people are not writers. Does this still work?
Yes. Nobody on your team needs to become a writer. They need a repeatable structure, an angle they are credible on and proof that their first posts will not embarrass them. That is what the day builds. The best posts from these sessions come from the people most convinced they had nothing to say.
Your buyers are already listening. Send the team in.
Scope varies by team size and shape. Book a call with Eoin to talk through your GTM team, your goals and whether this is the right fit.
Book a call →