Hey Reader,

If you've been spiraling about "doing content right" on LinkedIn, you're playing the wrong game entirely.

(It's a game, by the way.)

Some people are optimizing for reach, impressions, and audience growth.

Others are optimizing for inbound, starting conversations with the right people, and reputation growth.

These people should not be creating the same types of content because they have wildly different goals.

Different game. Different rules. Different outcomes.

(Aside: Follower count and revenue are rarely related, so please just know that.)

Instead of trying to be something you're not because "it's working for that person," you need to figure out which LinkedIn archetype you are — and then own the hell out of it so you can make the platform work for you.

The 6 LinkedIn Content Archetypes

Over the past 3 years, I've worked with hundreds of people on their LinkedIn content.

And personally, I've cycled through a few of these archetypes as I've transitioned from in-house to in-house side hustler to creator to service provider to blended beauty.

So it's fair to say that after 3 years of consistent posting and endless coaching, I know a thing or two about who shows up on LinkedIn, and more importantly, how they show up.

And today, I'm sharing my frameworked opinion with you.

5, 4, 3, 2, ...

1. The Personality-Creator

These folks aren't just selling a product — they ARE the product.

You follow them for their hot takes, their behind-the-scenes chaos, and their unfiltered thoughts about everything from business to their kid's tantrum at Target.

(You probably know their coffee order and their deepest childhood fears, too.)

For this archetype, content = personality business. Sure, people are buying what they sell, but they're doing it because they buy into them (the person).

Think course creators, community builders, anyone building in the "vibe economy." Relatability literally equals revenue for these people.

See: Jay Clouse​

Lately, he's been sharing all about his new content studio. I'm hooked because I like him. I'm sure he's tired from having a kid under 1. But it's OK because his wife joined the business last year, so they're in it together.

(See, we know a lot about Jay!)

2. The Creator Reporter

These are the people studying the creator economy and telling you how it all works.

They're analyzing other creators' growth strategies, breaking down viral posts, and sharing what's working in different niches. They're like the sports commentators of the creator world.

You follow them because they've got their finger on the pulse of what's actually driving results, not just what people say is working.

They're creators, but their content is about other creators and the systems behind the scenes.

See: Chenell Basilio​

She writes a newsletter about how other creators have grown their newsletters. I find everything she writes extremely valuable, but I actually don't know that much about her.

(We've met on Zoom and are internet friends, but I still feel like I know way more about Jay. This doesn't impact her business in the slightest, though.)

3. The In-House Side Hustler

This is the lane I started my journey in.

They've got a full-time job, so they have the freedom to play. No pressure to make rent from their next post, which means they can experiment, take risks, and share bold opinions without worrying about losing clients.

They skew toward the creator side because they can afford to. They'll post about their 9-to-5 learnings, side project updates, and hot takes on industry trends.

The smart ones use this safety net to build authority while they're still employed, so when they do make the leap, they've already got an audience/reputation waiting.

See: Heike Young​

She's the Head of content, social, & integrated marketing at Microsoft, but most of her content is about marketing in general. She's also so good at video and has dipped her toe in selling a low-ticket "video hook" product.

4. The Service-First Pro

They're here to solve problems, not share their skincare or ice bath routine.

They write tight. They show receipts. They post about problems, processes, and proof. (Hey, that's my MP3 framework!)

That's it. And it works — especially in B2B.

They don't need a "personal brand." They need trust. They need to be the obvious choice when someone has the problem they solve.

If this is you, please feel free to skip the morning routine posts. Focus on being ridiculously useful.

(Actually everyone can skip the morning routine posts plz, thx.)

See: My co-founder, Nick Bennett.

I don't think Nick has ever shared a personal thing about himself on LinkedIn. He only has ~4,000 followers and has been posting consistently for years.

But guess what? His business has always (and continues to) absolutely rock re: revenue.

5. The Blend (The Creator-Service Hybrid)

This is where I hang out. Also, where folks like Devin Reed, Lashay Lewis, Tas Bober, Morgan Ingram, Brianna Doe, and Jen Allen-Knuth live.

We're primarily service providers, but we can't help ourselves — we do other sh*t too.

We host podcasts, guest on shows, and occasionally launch a course or cohort when we feel like it. We experiment with new content formats because, honestly, it keeps things interesting.

We share personal stories and business insights. We'll post about a client win one day and our thoughts on industry trends the next. We try new things — newsletters, video series, live workshops — just to see what happens.

The core business is still services, but we've got this creative itch that needs scratching. We're not trying to be full-time creators, but we're definitely not sticking to the service-only playbook either.

This archetype thrives on variety. We mix business expertise with personality because that's how we are in real life — we're not one-dimensional humans, so why should our content be?

The upside? This approach builds incredibly strong relationships with our audience. People feel like they actually know us, which makes the sales process way easier.

The downside? We can spread ourselves thin if we're not careful about which experiments actually move the needle.

But when it works? It's magic. You become the go-to person not just for your service, but for your unique perspective and personality.

6. The Founder Brand

Usually a CEO. Usually loud. You've seen them.

They post about raising $8M, firing 12 people, and making 7 hires the next day. They write in proclamations. They stir up debates.

They either inspire you or make you want to hurl your laptop across the room.

But whether you love or hate them, they're consistent. They stake bold claims and turn POV into leverage.

And it works — because people don't buy into companies. They buy into the humans behind them.

See: Adam Robinson​

Love him or hate him, you probably know him. And that's the point.

How this ties to your business goals

You don't need to post like a creator if you're a consultant. You don't need to share your life story if your strength is client results. And you definitely don't need to perform "vulnerability" if it makes you want to set your keyboard on fire.

Instead:

Step 1: Figure out which archetype feels most natural to you (not which one you think you should be)

Step 2: Study 3-5 people in that archetype who are killing it

Step 3: Adapt their approach to your expertise and personality

Step 4: Test it for 30 days without second-guessing yourself

When you stop trying to be all things to all people and start owning your natural approach, everything gets easier.

Your content flows better. You feel less drained. And paradoxically, you stand out more because you're not trying to fit into someone else's mold.

Which archetype do you think you are? Did I miss any? Hit reply and tell me.

Cheers,

Erica

PS. I used to coach people through this stuff, but I recently reentered my ghostwriting era.

Now, I'm helping solos and micro agencies doing ~$20k months scale to $50k+ months by closing the recognition gap, so they can break through the revenue wall.

My clients fall into either bucket 4: The Service-First Pro or 5: The Blend (The Creator-Service Hybrid).

My co-founder, Nick, coaches you through how to standardize, delegate, and automate your business, while I write content that gets people outside of your referral network to know you exist and feel magnetized to your point of view. (As a result, they can't wait to hire you.)

Is this you?

Reply and let's talk.

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New here? I'm Erica. Your seltzer-loving solopreneur who helps you earn more money with content that moves people to action. If you loved this email, but aren't on the list, subscribe here. And say hi on LinkedIn & Substack, or check out my website for more. ​​​