Your audience determines your content type. If you’re focused on building referrals from other professionals, you should post technical legal content: nerd out on regulatory nuances, recount deposition war stories, weigh negotiation strategies, etc. The goal is to prove competence and seem like someone worth grabbing coffee with. If you’re targeting business owners directly, you need a different approach. Case studies, client pain points, and personal moments (a golf outing, a parenting story) build rapport in ways that procedural deep-dives never will. The key is to pick your audience first, then build the content calendar around what that audience actually wants to read.

Your calendar is a content library you already own. When you are stuck, open your calendar and look at everything that happened today. Every client call, colleague conversation, or even your kid's baseball game — your day’s calendar is worth at least a few posts. If something earned a slot on your calendar, it occupied enough of your attention to produce a lesson, an observation, or a story worth sharing. This is the single fastest way to break through writer's block.

The hook is 90% of the work. LinkedIn shows roughly 49 characters before the "see more" button. Jacob's team spends the vast majority of their time on those first two or three sentences so that the reader hits “see more". The technique that works most consistently is the curiosity gap: reveal the beginning and the outcome of a story, but withhold the middle. He has seen the identical post body go from 1,000 impressions to 150,000 impressions with nothing changed except the opening line. A post that flopped is most likely a hook problem. Repost it next week with a new opening.

Repost your best content on a rotation. People have short memories. A post that performed well three months ago can run again with the same hook and the same body and hit similar numbers, because almost nobody remembers seeing it. Jacob's team identifies five to fifteen high-performing formats per client and rotates them continuously until engagement drops, which he says rarely happens. Stop treating good content as single-use! And if it flops, nobody saw it anyways, so post it again with a slightly different twist. See what happens.

Your LinkedIn profile should talk about your client, not about you. The headline should state your value proposition in plain terms, not "Partner at XYZ Law Firm." The About section should describe the challenges your clients face and how you solve them. The featured section should have one clear call to action (a checklist, a newsletter signup, or a consultation booking link), not multiple competing options. Jacob uses the StoryBrand framework: the client is the hero, you are the guide.

Start posting before you think you are ready. If you are inside a firm and considering going out on your own, start now. The audience you build today is the pipeline you will need on launch day. Personal brand compounds over time and follows you regardless of where your career goes. Waiting until you have a firm name and a website means starting from zero when you can least afford to.

Quick hitters from our conversation: