How one interview becomes weeks of LinkedIn content

Sell in Public → B2B LinkedIn content agency → LinkedIn content creation → finished content from one interview

The example is made up from start to finish: the person, the company and the post. The steps are general good practice, whether an agency or your own writer does the work.

The setup: a 45-minute interview with a founder

Priya is the co-founder and CEO of a 70-person company that sells scheduling software to home healthcare agencies. Her team wants her LinkedIn posts to reach operations directors at mid-sized agencies, the people who sign the contract.

The interviewer doesn't ask Priya for her views on leadership. They ask about specific moments from the last few months:

• "What was the last deal you lost, and when did you know?"
• "What do buyers misunderstand on a first call?"
• "What did you believe two years ago that you don't now?"
• "Walk me through a new customer's first month."

The camera stays on the whole time, in case a clip comes out of it.

Step 1: Mark every moment that could stand alone

The writer works through the transcript line by line and flags each moment that could carry a post by itself. From Priya's 45 minutes, they find eight:

1. A lost deal. The buyer chose a competitor because Priya's team demoed every feature instead of the two the buyer asked about.
2. An opinion. Most scheduling software is built for the office, not for the caregiver driving between visits.
3. A buyer question she hears constantly: "Will my caregivers actually use the app?"
4. A belief she changed. She used to think a longer free trial helped buyers decide. Now she thinks it slows them down.
5. A process. The four things her team does in a new customer's first 30 days.
6. A 50-second story on camera about the night a customer's whole schedule broke, tight enough to clip as it is.
7. A hiring lesson she's still a little raw about.
8. A remark about a competitor's pricing.

Step 2: Give each moment the right format

Step 3: Spread the pieces across five weeks

Six pieces come out of the conversation. Spaced out, they cover five weeks:

In practice, later interviews feed the same queue, so no week depends on a single conversation.

Step 4: Decide what stays out, and say why

Two of the eight moments didn't become posts, which is normal. The competitor remark was never meant for public use, even though Priya didn't say "off the record." The hiring lesson needs her decision before anyone writes a word. A good writer flags both to her instead of quietly using or dropping them.

The pieces that go ahead get checked too. The lost-deal post names neither the buyer nor the competitor, and Priya watches the whole clip before saying yes, since a badly placed trim can change what a sentence means.

Step 5: One draft, start to finish

Here's the lost-deal post as a first draft (made up, like the rest of the example).

Priya changes "eleven" to "a dozen" because that's how she'd say it, confirms the two features were the right ones, and approves it.

Why this interview produced so much

• The interviewer knew the reader. Because the posts were for operations directors, they kept steering back to what that person worries about: whether staff adopt new tools, and what happens when a schedule falls apart.
• The interviewer chased the passing remark. Priya mentioned the broken schedule in half a sentence. Asking her to tell the whole night from the start is what produced the clip.
• The writer kept the exact words. A summary would have kept "we over-demoed" and lost "They listened," the line that makes the lost-deal post work.
• Priya came prepared. See what to bring to your first content interview.

For formats, quality checks and costs, see what a LinkedIn content creation agency makes.