(BONUS) The LinkedIn metric most people ignore - Cherie Clonan on return on intimacy.

28 snips

Feb 4, 2026

Cherie Clonan, founder and CEO of The Digital Picnic known for LinkedIn content strategy, explains her idea of return on intimacy. She talks about designing content across top, middle and bottom of funnel. She explores why depth, resonance and being saved or screenshotted matter more than reach. She also covers using AI for ideas and hooks while keeping a human voice.

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INSIGHT

Return On Intimacy Over Reach

Cherie Clonan reframes ROI as 'return on intimacy' prioritising deep connection over impressions.
She values being a saved screenshot or lasting influence rather than chasing virality.

ADVICE

Structure Content By Funnel Stage

Design content across top, middle and bottom of funnel to guide audience from awareness to action.
Spend effort on top-of-funnel pieces that create attraction and deeper resonance first.

INSIGHT

Connection Feeds Business Results

Focusing on intimacy naturally drives business outcomes over time.
Cherie says this approach has kept The Digital Picnic thriving as a key marketing lever.

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LinkedIn can feel pretty soulless right now, with endless AI-generated posts and very little that actually sticks.

In this bonus episode, I chat with Cherie Clonan, founder and CEO of digital agency The Digital Picnic, about a different way to think about content that doesn’t chase reach or virality. We unpack her idea of return on intimacy, how she designs LinkedIn content across the funnel, why depth and resonance matter more than volume, and how she uses AI for idea generation and hooks without losing her human voice. By the end of this episode, you’ll have a simple lens to use the next time you’re wondering what to post and why.

Cherie and I discuss:

What return on intimacy really means and why it changes how you create content

How top, middle, and bottom of funnel content works on LinkedIn

Why being someone’s saved post or screenshot matters more than impressions

How to measure sentiment and depth when performance metrics fall short

Using AI for idea generation and hooks without sounding generic or soulless

Key quotes

“Return on intimacy is what I crave, not return on investment.”

“Don’t ask how many people might see it. Ask whether someone would screenshot it.”

Connect with Cherie Clonan on Instagram and LinkedIn and check out The Digital Picnic.

My latest book The Health Habit is out now. You can order a copy here: https://www.amantha.com/the-health-habit/

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Get in touch at amantha@inventium.com.au

Credits:
Host: Amantha Imber
Sound Engineer: The Podcast Butler

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