# Content strategy: LinkedIn first

Status: proposal for the owner's review. Nothing has been posted or scheduled. The material exists:
six films and twelve image posts, each in German and English, with the text to post
(`apps/video`, rendered by `pnpm library` into `out/library`).

No reach or engagement figures are quoted here: there are none for this account yet. Section 6 says
what to measure, and what to change once there are numbers.

## 1. Goal

Enquiries by email from people who need one of the four services. Not followers, not likes.
Every post leads to one action: write to me, via `www.mintel.me`.

## 2. Who it is for

| Audience | What they recognise | Films |
| :------- | :------------------ | :---- |
| Owners and managers of small and mid-sized companies, not technical | Work done by hand between tools; a website that never gets done | Orders, invoices, enquiries, website |
| Founders and product leads | An app that has become fragile; a backlog that outgrows the team | Reliable apps, developer |

German is the main language, as on the website. The English versions are for an English-speaking
network and for the developer topic, where teams often work in English.

## 3. The idea that holds it together

Every post starts from the same move: something that **looks like** one thing and **is** another.
"Looks like ping-pong. It's your office." The viewer gets a small riddle, then recognises their own
situation, then sees it resolved. That is the hook, the tone (a little dry, never mocking the
client) and the visual language at once: squares, dots, lines, nothing else.

Three kinds of post carry it:

| Kind | What it is | Job |
| :--- | :--------- | :-- |
| Film (6) | 23 seconds, one shot, loops | Gets attention, explains one service to a layperson |
| Poster (6) | One picture of the film with two lines: "Not ping-pong. Your office." | Repeats the idea for those who scrolled past the film |
| Card (6) | A question clients ask before the first call, and the answer in large type | Removes a reason not to write: lock-in, ownership, "I am not technical" |

The cards say only what the website says (questions and principles in `apps/web/src/content`).

## 4. Rhythm

Proposal: **three posts a week for six weeks**, one topic per week.

- Tuesday: the film.
- Thursday: a card.
- Saturday: the poster of the same film.

This is more than the one post a week in the relaunch concept. The reasoning: one topic is seen
three times in a week in three forms, without repeating a post. If three is too many, post only
the films weekly and use posters and cards as the second round: the same material then lasts
eighteen weeks. Which of the two is the owner's decision.

Order of topics: automation and websites first (the widest audience and the two planned ad
campaigns), the two developer topics later.

| Week | Topic | Tuesday | Thursday | Saturday |
| :--- | :---- | :------ | :------- | :------- |
| 1 | Automation: orders | Film "ping-pong" | Card "Not a technical person?" | Poster |
| 2 | Websites | Film "a beginning" | Card "Who does the work?" | Poster |
| 3 | Automation: invoices | Film "skyscraper" | Card "What do you pay for?" | Poster |
| 4 | Reliable apps | Film "Jenga" | Card "Who owns the code?" | Poster |
| 5 | Automation: enquiries | Film "a star" | Card "What I do not do" | Poster |
| 6 | A developer for your product | Film "loading bar" | Card "How long are you committed?" | Poster |

The plan is data in `apps/video/src/content/plan.ts`; the overview page `out/library/index.html`
shows the posts in this order, with the text to copy and the files to download.

## 5. How to post

- Upload the film or image directly to LinkedIn (no link to a video elsewhere), 4:5 format.
- The post text opens with the hook of the film. Keep it as written, or shorten it; do not add claims.
- The address is in the text and in the picture. If a link is wanted, put it in the first comment.
- Answer every comment and message personally. That is where enquiries start.
- 16:9 versions are for YouTube and, later, for ads shown to people who already visited the site
  (see `google-ads.md`).

## 6. What to measure, and when to change something

Per post, noted once a week: impressions, comments, profile visits, and above all enquiries by
email that mention LinkedIn or follow a post. Clicks on the address are counted on the website
once the click event exists (see `google-ads.md`, prerequisite 2).

After three weeks:
- A topic that brought an enquiry or real conversations gets a second film with another example.
- A kind of post that is consistently ignored is dropped in favour of the others.
- If nothing moves, the rhythm is not the problem: look at who sees the posts (network) first.

## 7. What comes after the six weeks

- New examples for the topic that worked, made with the `video-film` skill.
- Posts from real work, once a client agrees: what the problem was, what changed. These need the
  client's consent and are not prepared.
- The same material on other channels (X, YouTube) only if LinkedIn shows which topic works.

## 8. Open decisions for the owner

1. Three posts a week, or one?
2. German only, or both languages (and if both: one account, alternating, or German only on LinkedIn)?
3. The offer "make an app reliable" is posted in week 4 without a price. Is the offer final?