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Key Takeaways
Their challenge:
Hubert and his team were making strides in sustainable, climate-friendly construction, but their work wasn’t gaining any traction on LinkedIn. They knew there was huge untapped potential to expand their audience but needed a strategy to make that happen.
Our approach
- Conducted workshops with Hubert and his team to define his strategic positioning
- Revamped Hubert’s LinkedIn profile to clarify his personal brand and convert followers
- Accommodated his busy schedule and ensured consistent posting
- Limited Hubert's input to 1 hour per month through a monthly content call to capture his ideas and updates.
- Once a month, we spent a full day shadowing Hubert. We filmed and documented his life and turned the content into YouTube vlogs
Outcome
Since Hubert started working with us in 2020, he's grown to 39,000+ LinkedIn followers, generated over 2 million organic impressions, and built a YouTube channel with 700,000+ views and 19,500+ subscribers.
What Hubert says about us
"Their expertise in personal branding and their seamless content production process has saved me a ton of time and turned my LinkedIn profile into a traction-generation machine for me and CREE Buildings."
– Hubert Rhomberg, Founder & CEO at CREE
Their Challenge
Hubert and his team have reimagined sustainable, climate-friendly construction, but they didn’t have time to create content for LinkedIn. That translated to inconsistent posting, poor optimization, and missed chances to expand their reach.
Our Approach
1. Deep Dive Interview
We kicked off the project with a Deep Dive Interview with Hubert. We spent the time learning about him, his background, his businesses, and his goals. We extracted his expertise, industry knowledge, and vision to create the foundation of his media strategy and start building the stories he could share with his audience.
2. Media Strategy
Using the insights from the interview, we defined Hubert's Ideal Customer Profile and set clear goals for the collaboration. These goals became the strategic backbone of everything that followed.
3. Content Archetype
We developed Hubert's Content Archetype - his content North Star. In it, we mapped out the content buckets that overlapped with his expertise and what was valuable to his ICP. We used it to make sure every post that went out could only have come from Hubert and that it was relevant to his audience.
4. Profile Revamp
Before posting anything, we revamped Hubert's LinkedIn profile with a clear focus on his ICP. We made sure that when his content started pushing traffic to his profile, visitors would know exactly who he was, what he did, and what their next step should be.
5. LinkedIn Content Engine: Content Calls
We hosted a monthly Content Call with Hubert - a 60-minute informal conversation about what had been going on in his life and with his businesses. Our Content Archetype guided our questions, but we left plenty of room for organic updates from Hubert's side. We publish 2-3 posts per week on LinkedIn from these calls.
6. YouTube Content Engine: Content Days
Once a month, we shadowed Hubert during a real day in his life. No scripts, no stages - just hours of footage filled with content gold that we turned into one YouTube vlog per month and repurposed into LinkedIn posts.
Before and After:
Before
- 13,000+ LinkedIn Followers
- Decades of knowledge within the construction industry but no time to share turn it into content
- Inconsistent content output and lack of strategy stagnated LinkedIn growth
- No YouTube presence - 0 subscribers, 0 videos
After
- 6-12 LinkedIn posts each month
- 1 YouTube vlog per month
- Frequent investor & customer requests via LinkedIn
- 39,000+ LinkedIn followers and 2M+ organic impressions
- YouTube channel with 700,000+ views and 19,500+ subscribers
