The three-layer content strategy on LinkedIn (that always works)

Everyone says you need to be "consistent" to grow on LinkedIn, but I disagree.

Consistency without strategy is just noise, and noise doesn’t build the kind of authority that commands premium fees.

Your first few LinkedIn posts were probably terrible, and mine were too, so there’s no judgment here.

But you didn’t grow because you posted three times a week like the gurus told you to. You grew because each post gave you data about what resonates with your audience.

You saw what worked for other people in your feed, you tried it yourself, and you improved over time. That’s the real difference: improving consistently, not just posting consistently.

The three-layer content strategy

If you want to grow faster and convert followers into clients, you need three types of content working together in a deliberate sequence.

🟣 Layer 1: "Hi, I exist" (Top of Funnel)

This is your origin story content, where you share relatable experiences that demonstrate you understand the problems your audience is facing. These are the posts where you talk about feeling like an imposter despite your expertise, or where you share what you learned after bombing your first keynote, or how you struggled to position yourself when you left corporate life.

The goal at this layer is to make people know you and see themselves reflected in your story. You’re not selling anything here: you’re simply being human, being relatable, and becoming the person they want to follow because they feel understood by you. Add plenty of photos so we get to know how you look like as well.

🟣 Layer 2: "This is what I know" (Middle of Funnel)

This is where you demonstrate your expertise by sharing frameworks, insights, and methodologies that showcase your unique perspective. This might include proprietary concepts like "The Trust Funnel" (know, like, trust, buy), or your take on the specific stages of growth as a leader if you are a leadership coach.

The goal here is to make people like and trust you as the expert with the solution to their problem. This is where you build signature content that can’t be replicated by competitors, because it’s based on your unique methodology and years of experience distilled into frameworks that bear your name.

🟣 Layer 3: "Why you should work with me" (Bottom of Funnel)

This is where you present your offer and explain the transformation you deliver to clients. This layer includes case studies from past clients, testimonials and concrete results, clear explanations of your programs or services, and the specific outcomes people can expect when they invest in working with you.

The goal is to make them buy from you because they trust that you have the solution they need and that you can deliver the results they’re seeking (and will most gladly pay for).

The three mistakes most LinkedIn content creators make

❌ Mistake #1: Jumping straight to Layer 3

I see this constantly with coaches, consultants and all kinds of industry professionals who are new to LinkedIn and desperate to generate business income quickly.

Their second or third post ever is essentially "Here’s my consulting offer, DM me to book a 15-min discovery call," and they wonder why nobody responds.

The problem is obvious when you step back: nobody knows you yet, nobody trusts you yet, and nobody understands why you’re different from the other fifty consultants posting similar offers in their feed.

You can’t ask someone to buy from you and share their deepest work or life secrets with you when they just met you, because that’s simply not how professional services work in high-trust industries.

❌ Mistake #2: Getting stuck in Layer 1 forever

This is the opposite problem, and to be honest, it’s more common than the first mistake. You share beautiful origin stories, you’re vulnerable and authentic, you’re relatable, and people genuinely love your content and engage with it regularly.

But six months later, you still haven’t positioned yourself as the definitive expert in your field. You haven’t shared your frameworks or demonstrated your proprietary methodology. You have five thousand engaged followers who think you’re inspiring and enjoy reading your posts, but they don’t actually know what you do or how to take action with you. The harsh reality is that likes don’t pay the bills, and you are basically using LinkedIn like a hobby and public diary instead of a business.

❌ Mistake #3: Skipping Layer 2 entirely

This is the most expensive mistake because it undermines your ability to command premium fees. You post personal stories at Layer 1 to build connection, and you occasionally pitch your services at Layer 3 when you need clients, but you never build intellectual property in the middle layer.

Without Layer 2, you’re just another coach, consultant, or speaker in a crowded marketplace. You haven’t differentiated yourself through unique frameworks, you haven’t built signature methodologies that people associate specifically with you, and you haven’t established the kind of thought leadership that justifies premium pricing.

This is why you struggle to command the fees you deserve, why clients see you as interchangeable with cheaper alternatives, and why you’re stuck competing on price instead of on the unique value you deliver. Layer 2 is where you build defensible authority that can’t be commoditized by competitors or replaced by generic AI-generated slop.

What to test at each layer

You need all three layers working together in a strategic sequence. If you only focus on Layer 1, you’re likable but not hirable. If you jump to Layer 3 without building trust first, you’re pushy and untrustworthy. If you use Layers 1 and 3 without developing Layer 2, you’re undifferentiated and forced to compete on price rather than value.

But when you strategically deploy Layers 1, 2, and 3 together, you become a category leader who attracts premium clients who already trust your expertise before they ever get on a discovery call with you.

• At Layer 1 (Top of Funnel), you should test different origin stories, various pain points your audience faces, and relatable moments that build genuine connection without selling anything.
• At Layer 2 (Middle of Funnel), experiment with your signature frameworks, proprietary methodologies, unusual insights and contrarian perspectives that demonstrate thought leadership and differentiate you from everyone else in your space.
• At Layer 3 (Bottom of Funnel), share client transformation stories, clear descriptions of your services, and the specific outcomes people can expect when they work with you.

People naturally move into your trust funnel from saying "I like your content" to asking "How do I work with you?" And you’re able to command premium fees because you’ve built defensible intellectual property that clients recognize they can’t get anywhere else.

🚨 Mastermind enrollment closes on Sunday, 21 December🚨

Is your professional brand ready for 2026?

This is our FINAL CALL for the Brand Builder Mastermind January 2026 cohort, which closes enrollment this Sunday, 21 December.

Join my 12-month VIP Brand Builder Mastermind community where we systematically build your content funnel and thought leadership platform.

You’ll learn to:

• Create signature content for each funnel layer
• Develop frameworks that differentiate you
• Master the trust funnel strategy: know, like, trust, buy
• Transform invisible expertise into premium opportunities

This isn’t about posting more. It’s about building intellectual property that converts.

7 days to lift-off! Apply for the Brand Builder Mastermind NOW!

Once onboarded, your Mastermind subscription will launch on 1st January.

Rooting for your transformation,

Juliana, your rocketship captain 🚀

P.S. Most executives are stuck in Mistake #1. Learn how to move prospects through all three layers and watch your business transform.