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Key Takeaways
Their challenge:
Johannes had the foundation of a strong, authentic online voice. He didn’t have a system to scale it without eating up his time or a way to make sure he was getting in front of the right people. He needed a system that wouldn’t monopolize his calendar and could reach DACH e-commerce founders and decision-makers consistently, without burying his authentic voice under generic AI slop.
Our approach:
- Ran a content system that produced 5+ posts per week sourced from deep dive interviews, bi-weekly Content Calls, and async WhatsApp voice notes - requiring only 3 hours of Johannes' time per month.
- Built Johannes a strategy based on 3 main goals: thought leadership (positioning as “Mr. Bootstrapped” and the leading DACH voice on WhatsApp marketing), talent attraction, and a sustainable content engine
- Fast approval cycle maintained throughout - critical for Johannes, whose entire system is built around protecting his focus and Deep Work time.
Outcome:
Impressions nearly doubled in 96 days. 64 posts published during the collaboration period. Weekly impressions averaged 107K, exceeding the 80-100K target.
What Johannes says about us
"I'm very thankful for the system Marvin and his team built, for the dedication Max Dixon and Max Radman put into my account, and for the inspiration on building an in-house content engine which we used to build up after our shared intense collaboration with notus when they were owning my account fully on a done for you base.
I wouldn't trust anyone else on any LinkedIn, terms, apart from notus growing brands internationally, in German or in English with a fantastic team of young entrepreneurial minded who really know more about the LinkedIn algorithm and content game than anyone else in the world."
– Johannes Mansbart, Co-Founder of chatarmin
Their challenge
Johannes had bootstrapped chatarmin to $5M ARR in 3.5 years. He was already active on LinkedIn with a clear POV: authentic, raw, bootstrapped, no corporate BS. But he was writing and posting ad-hoc directly in LinkedIn, with no production system behind it. The result was a strong voice with inconsistent output.
The goal was to build a system that could produce his content consistently at scale, targeting the exact audience he was after: DACH e-commerce founders and decision-makers.
How we approached this
Content was sourced directly from Johannes through deep dive interviews, content calls, and async WhatsApp input. Every post came from something he had actually said, built, or lived through.
We built his media strategy around three goals:
- Establish Johannes as “Mr. Bootstrapped” and the leading voice on WhatsApp marketing in the DACH region
- Build an employer brand that would attract & retain top talent for his business
- Create a content engine that ran without heavy founder involvement.
We ensured a healthy content mix for Johannes by using our Content Archetype framework. The framework consists of 4 pillars: Personal, Aspirational, Insightful, and Tactical. It guided content creation and made sure every piece of content we produced was authentic Johannes and valuable to his ICP.
The content mix that worked for Johannes:
- 40% Personal: founder life, build-in-public, behind-the-scenes at Chatarmin
- 30% Aspirational: milestones, success stories, team growth
- 20% Insightful: WhatsApp vs. email, industry opinions
- 10% Tactical: WhatsApp flows, e-commerce playbooks
Posting frequency went from an average of 3 posts per week to a consistent 5+ per week. 64 posts were published during the collaboration. Maintained a fast approval cycle throughout - Richard and Johannes both reviewed content quickly, keeping friction low for a founder who runs an intentionally empty calendar and guards his Deep Work time above everything else.
The posts that broke through were personal narratives with real numbers.
Before & After
Before
- Ad-hoc posting, no production system, content written directly in LinkedIn
- 795,807 impressions in the 3 months before the collaboration
- ~25 new followers per day
After
- Structured content system that produced 5+ posts per week consistently
- 1,465,691 impressions in 96 days
- 18,155 average impressions per post
- ~32 new followers per day (+25%)
- 3,087 new followers
