Post by Finn Thormeier

This is the most bonkers Linkedin strategy I've seen in a while. Melissa Rosenthal launched State of Brand and State of AI 3 months ago, and since then, her Linkedin went from 100k impressions/month to 4 MILLION impressions per WEEK. I had her on my podcast last week to break it all down to me. It's nuts. Here's the context: Melissa runs Outlever, which helps B2B companies build newsrooms and launch their own publications. To show that they can eat their own dog food (or drink their own champagne), they launched their own newsrooms: first State of Brand in April, then added State of AI this month. Melissa is the Editor-in-Chief. Each publication is publishing multiple new stories per day, around 5-6 total per day, every day. Melissa then takes those news stories, screenshots the article, and writes a shorter version of it to post it on her Linkedin. She leverages/reshares multiple of these every day. The result: her Linkedin impressions went from 100k per month on average (before launching the publications and leveraging them on Linkedin), to 4 million PER WEEK. Here are the numbers: - State of Brand is publishing 3-4 unique new stories every day - State of AI is publishing 2 per day - They're getting 1.5 million monthly readers (3 months after launching it!!) - 300-500 new subscribers per day - 4 million Linkedin impressions per week on Melissa's profile (btw, before starting Outlever, Melissa was Chief Creative Officer at ClickUp and Global VP of Creative at BuzzFeed, sooo it's not all luck) How she does it: It's Melissa + 2 full-time writers/editors + 1 contractor doing it all. She works 10h per day on this, 7 days a week. She does her "main job" at Outlever working with clients during the day, and then does her publishing work for State of Brand / State of AI in the evening, from 6pm - 2.30am. She gets about 3h of sleep, then rinse repeat. Yes, she admits that this is currently not the most sustainable process 😂 She has a dashboard they built internally that surfaces breaking news to her, she picks 5-6 of those every evening (the ones with the highest vitality potential, where her skills from running BuzzFeed's creative team all those years ago comes in), picks the angle, writes the first draft (which takes her 45-60min PER draft), outlines what she wants the creative/cover image to be, her team fills in the blanks and creates the image, she reviews, it goes out, and then she works with Claude to write the Linkedin version of the news piece and posts that. Absolute insanity. I interviewed her about all this and more here: https://lnkd.in/dP59p4Vd