Most founders on LinkedIn get it wrong. They either post content and hope clients will come to them, or they send cold outreach messages and wonder why no one replies.
The best approach isn’t one or the other. It’s both.
We tested this with Keith Teo, founder of Cclarity.io, using a brand-new LinkedIn account—no audience, no reputation, nothing.
First, we ran traditional outreach: sending connection requests and messages to ideal prospects. Then, we added a second layer—posting thought leadership content regularly while continuing the outreach.
The difference was night and day.
Why Posting Alone or Messaging Alone Doesn’t Work
If you’re only posting content, you’re playing a waiting game. Yes, content builds trust, but without a clear way to turn that trust into conversations, you’re leaving money on the table. It’s like opening a restaurant and hoping people will just walk in because you have a great menu.
On the other hand, if you’re only sending messages, you’re running into the trust barrier. Decision-makers are flooded with cold outreach on LinkedIn. If they don’t know who you are, they have no reason to respond.
If you walk up to a stranger and pitch them out of nowhere, they’ll ignore you most of the time.
The best results come when you warm up your audience with content and use outreach to start conversations. That way, by the time someone sees your message, they already know who you are.
The Numbers: How Content Helps Outreach Work Better
We ran a simple test:
First, we only used outreach. Here’s what happened:
- 30% of connection requests were accepted.
- 20% of people replied to the first message.
- 10% of conversations led to a meeting.
- Overall, the conversion rate from connection request to client was just 0.1% to 0.7%.
Now, here’s what happened when we combined outreach with consistent content posting (3x a week):
- 54% of connection requests were accepted.
- 35% of people replied to the first message.
- 29% of those conversations led to a sign-up.
- The overall conversion rate jumped to 5.4%.
That’s a massive 7X difference.
Why did it work? Because people recognized the name in their inbox. They had already seen the posts. They had already read insights that showed expertise. Instead of feeling like a random pitch, the message felt like a natural next step.
How Content Sells Before You Even Send a Message
The best LinkedIn sellers don’t feel like sellers at all. They feel like people you trust—people who know what they’re talking about and are worth having a conversation with.
Content is what creates that trust. It gives potential clients a chance to get to know you before you ever reach out.
Instead of starting from zero with every cold message, you’re reaching out to people who have already seen your posts. That familiarity makes all the difference.
And it’s not just about posting anything—you need the right kind of content:
- Talking about the problems your audience is facing—the things they’re struggling with.
- Sharing behind-the-scenes insights on how you solve those problems.
- Showing proof through customer wins or case studies.
- Sharing strong opinions that challenge conventional wisdom and make people think.
When you do this consistently, outreach doesn’t feel cold anymore. It feels like following up with someone who already knows you.
How to Start Using the Dual Approach
Step one: Post consistently – use tools like Cclarity to beat writer’s block. It doesn’t have to be every day, but at least three times a week. Talk about things your audience cares about. Keep it useful and real.
Step two: Optimize your outreach. Don’t just send connection requests blindly. Reach out to active and relevant people who have engaged with your content, or relevant content from your customers, competitors, or industry thought leaders.
Make your messages short, relevant, and natural. You can use Cclarity’s Lead feature to find the right people and craft effective DMs. Try to engage with someone’s content before reaching out.Â
Step three: Track what works. See which posts drive engagement. Pay attention to which messages get responses. Adjust as needed.
No hacks or shortcuts. Just build trust and start conversations the right way.
Why This Works Better Than Any Other LinkedIn Strategy
Most people don’t do this. They either post and wait or they cold pitch without context. That’s why they struggle.
The dual approach—posting to build credibility and using outreach to convert—works faster, builds more trust, and leads to better clients.
At Column, we help founders build thought leadership on LinkedIn so their content does the hard work for them. Reach out to start a conversation about building your personal brand on LinkedIn and beyond.
Our friends at Cclarity help you optimize LinkedIn outreach toward actual results. We use this strategy ourselves, and we’ve seen how powerful it is. Sign up for their free trial today.
Mo is the founder and CEO of Column, helping leaders shape public opinion through content and research. Connect with him on LinkedIn.
