The Challenge

Impact Theory was paying an external ghostwriter to create LinkedIn content with diminishing results. We were spending money on content that wasn't moving the needle for our webinar funnel or building any real brand awareness.

The content felt generic, wasn't connecting with our target audience, and wasn’t generating leads. We needed posts that would cut through the noise and drive real business results, not just vanity metrics.

The Strategic Approach

Content Strategy: I developed a systematic approach using straight line marketing principles. Every post focused on AI topics that hit business owners where they live - their actual problems and opportunities. This aligned with our GPT lead magnet and AI masterclass webinar.

Platform Strategy: I wrote posts for LinkedIn that also generated millions of impressions on Facebook organically. Winners from Facebook got adapted into Instagram carousels. We saw meaningful growth on Threads, X, and YouTube community too.

Topic Selection: I focused on trending AI themes but added contrarian angles to spark debate. Instead of feel-good motivation posts, I wrote about practical business applications that people could actually use.

Funnel Integration: Every viral post had a clear next step. Whether that was a lead magnet or our AI Masterclass webinar signup, there was always a path to conversion.

Taking Over Content Creation

I replaced the paid ghostwriter and took over social copywriting. Working hand-in-hand with our Director of Social, we constantly tested and improved, trying different hooks, topics, and CTAs. Always learning from each post. 

Having direct access to Tom and knowing his voice inside and out meant I could write authentic content that translated his complex ideas into actionable copy that people wanted to read, save, and share.

The Results

Post Performance:

• Multiple posts over 3M views on Facebook (screenshot shows one at 2.8M)

• Multiple LinkedIn posts over 500K views, many hitting 100K+

• Consistent viral performance across platforms

• High engagement rates with strong comment and share activity

• 99% non-follower reach - true viral distribution breaking through algorithms

Lead Generation:

• June webinar: 10,000+ new registrations from viral content

• Revenue impact: Those leads generated $81K in 90 minutes

• Cost savings: Cut ghostwriter expenses while getting way better results

Multi-Platform Wins:

• Facebook: Best for raw reach (multiple posts over 3M views)

• LinkedIn: Strong professional engagement (multiple posts over 500K views)

• Cross-platform growth: Meaningful increases on Threads, X, and YouTube community

• Speed: Posts went viral in 2-3 days consistently

What Actually Worked

Turns out authentic, AI-focused business content crushes generic motivational stuff every time. By picking trending topics and adding contrarian viewpoints, I broke through algorithm filters to reach massive audiences who'd never heard of us.

The secret was connecting hot topics (AI tools, business efficiency) with clear value that naturally led to our webinar offer.

Business Impact

This viral content system has become our entire lead generation engine. Instead of paying writers for mediocre content, I built something that:

• Generated millions of organic views every month

• Delivered consistent, high-quality leads to our sales funnel

• Fed our email campaigns and webinar strategy

• Made Tom a recognized voice in AI for business

The proof? Our June webinar hit $81K in 90 minutes because the audience quality was so much higher. That's straight line marketing in action, every piece of content has a clear path to revenue, not just vanity metrics.