Behind Good Content #24 - Emily Kramer
Oct 30, 2025
Emily Kramer, former Head of Marketing at Carta and Asana and founder of Market One Capital and MKT1, explains the 'LinkedIn flywheel'. Short takes on why individual posts outshine company pages. How to turn organic posts into thought leadership ads. Building retargeting audiences from engagers and thoughtful follow-up strategies. Why teams need a gen marketer to tie content, paid, ops, and revenue together.
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Individual Posts Outperform Company Pages
- Individual posts from humans outperform company pages on LinkedIn for reach and engagement.
- Emily Kramer calls these posts the "fuel" and says executives, influencers, advisors, or investors provide the authentic POV content that powers the flywheel.
Pay Creators Only If They Actually Use Your Product
- Pay creators or influencers to post only when they genuinely use and love the product to keep authenticity.
- Include a brief for influencers (Emily provides one in her paid newsletter) and contract the right to run the post as a thought leadership ad.
Boost Top Organic Posts As Thought Leadership Ads
- Convert high-performing organic individual posts into LinkedIn thought leadership ads or boost them to extend reach and build retargeting audiences.
- Get the poster's approval, then run the ad via LinkedIn Ads to pixel and retarget commenters and clickers.