LinkedIn Authority Architect Playbook

The LinkedIn Content Marketing Playbook

Welcome to your step-by-step guide to mastering Founder-Led Content Marketing on LinkedIn.

In HealthTech and Public Health, B2B sales cycles run 12 to 18 months. Hospital CIOs and state health directors don't sign contracts with strangers. They sign with founders they've been quietly evaluating for months. This playbook turns your LinkedIn presence into a 24/7 trust-building engine.

Who is this for?

HealthTech & Public Health Founders. If you have a working product, early traction, and need to scale your inbound pipeline by reaching high-level decision-makers (CIOs, Clinical Directors, State Officials), this system is built specifically for your complex sales environment.

Why LinkedIn Content?

Because your buyers are lurking there. Better-funded competitors win deals simply because they show up first and more often. Consistent, high-substance LinkedIn content closes the Trust Gap before you even book a sales call. It makes you the undeniable authority.

How to Use This Playbook: Your Starting Point

1

Lay the Foundation (Modules 2 & 3)

Don't write a single post yet. Go to to lock in your Ideal Customer Profile (ICP) and define your brand voice. Then, optimize your profile in so it converts visitors into leads.

2

Master the Content (Modules 4 - 7)

Learn what to say. Study the Four Pillars of content, understand the Buyer Funnel, and use our proven Post & Story Frameworks to write content that actually resonates with HealthTech buyers.

3

Execute & Scale (Modules 8 - 10)

Put it into practice. Use the Weekly Content Engine to schedule your 30-minute monthly workflow, and apply the Benchmark & Boost strategy to amplify your winning content with paid ads.

The 30-60 Minute Monthly Workflow

How this system runs once you've set it up.

Step	What Happens	Founder's Time
1. Prompt Delivery	Content team sends 6-8 targeted prompts.	0 mins
2. Async Voice Capture	Founder records voice notes answering prompts naturally.	30-60 mins/mo
3. Content Production	Team writes posts, creates visuals, checks compliance.	0 mins
4. Batch Review	Founder reviews and approves all posts in one sitting.	10-15 mins/mo
5. Publishing	Posts go live. Comment targets assigned.	10 mins/wk

The Research Phase

Without research, you're guessing. Do this before writing a single word.

1. ICP Research

List the last 5-10 real buyers.
Find patterns in titles, org types, and frustrations.
Write a 1-page "ICP Lock-In Document".

2. Voice & Tone

Record a 20min natural conversation about work.
Note sentence length, formality, and storytelling style.
Capture 10-15 "signature phrases".

3. Positioning

The Positioning Statement:

"When [prospect title] at [org type] thinks about [specific problem], [founder name] is the name that should come to mind because [unique angle]."

4 & 5. Compliance & Authority

Compliance: Build a 1-2 page reference of safe zones (HIPAA, FDA, IRB).

Authority Library: A running catalog of origin stories, signature phrases, mistakes, and client results.

Your 24/7 Landing Page

Your profile isn't a resume. It's a high-conversion landing page.

1584 x 396 pixels. Must include:

Value Prop: "Building the workflow tool that gives nurses 2 hours back per shift"
Visual Proof: Hospital logos, HIPAA compliant badges.
Human Element: Real photo of founder in clinical/conference setting.
Clear CTA: Top right corner (e.g., "Read the Case Study").

The Four Pillars

Four lenses that shape how you talk about your work and prospect's problems.

1. Economic Trust

30%

Proves that working with you is a sound financial decision. Reduces risk.

Examples in Action Budget justification frameworks that the CIO can bring to the CFO, ROI evidence, risk mitigation strategies, and the true cost of inaction.

2. Lived-Experience

25%

Proves real, hands-on experience solving clinical workflow problems inside hospitals.

Examples in Action Implementation stories, lessons from failed pilots, behind-the-scenes looks at building products based on nurse feedback, week-by-week deployment accounts.

3. The Insight Translator

25%

Makes you the person CIOs turn to when they want to understand HealthTech without the jargon.

Examples in Action Plain-language explanations of complex topics, jargon before-and-after translations, breakdowns of new CMS guidance/FDA policies, how to talk about compliance on LinkedIn.

4. Strategic Contrast

20%

Positions you as the honest voice. Names what is broken, explains why, and offers a better path.

Examples in Action Contrarian takes on standard HealthTech practices (90-day pilots, IT-led procurement, feature-first demos), alternative approaches backed by real outcomes.

The Funnel: TOFU, MOFU, BOFU

Map content to where the reader sits in the buying process.

40% of Content

TOFU: Discovery & Awareness

Broad, shareable, pattern-interrupting. Gets you seen by prospects who don't know you exist.

Insight Translator Strategic Contrast Broad Economic Trust

40% of Content

MOFU: Educational Trust-Building

Specific, deep, proves competence. Keeps you top of mind for prospects who follow you.

Lived-Experience Specific Economic Trust Process Docs & Roadmaps

20% of Content

BOFU: Conversion & Pipeline

Personal, direct, action-oriented. Turns attention into pipeline.

Client Results (Show-off) Direct Invitations Objection-Busting

Post Frameworks & Examples

5 standard structures to write high-converting LinkedIn posts, with HealthTech examples.

The Template

[Opening line: the observation. Something specific you noticed.]

[2-3 sentences: why this matters. Connect it to the prospect's world.]

[Your take: what this means and what should change.]

[Closing: a question or invitation to share experience.]

HealthTech Example

"Most hospitals evaluate software by features. But nurses evaluate it by clicks."

"When IT runs procurement without clinical input, you end up with a robust platform that takes 14 clicks to log a patient update. Nurses will just use sticky notes instead."

"We need to stop buying 'platforms' and start buying 'time-savers'."

"How many clicks does your current EHR take to do a basic intake?"

Founder Story Frameworks

Stories build connection faster than expertise. Here are 5 angles to tell yours.

Best for explaining why you left a stable career to build software.

Example: "Three years ago, I walked off the clinical floor as a Unit Director for the last time. I didn't leave because I hated nursing. I left because I hated watching brilliant nurses spend 40% of their shift doing data entry for broken software..."

Weekly Content Engine

The cadence to run 4-5 posts per week built on substance.

The Two Core Formats

Technical Insight Logs

A data-rich text post reading like a professional field note. For senior prospects.

[Line 1]: The Insight (The Hook)
[Line 2-4]: The Context (Why it's relevant now)
[Line 5-8]: The Evidence (Data, numbers, observation)
[Line 9-10]: The Implication (What this means for them)
[Line 11]: The Invitation (Call to comment/DM)

High-Substance Text Threads

Multi-part posts for complex topics (regulatory, case studies, roadmaps).

[Post 1]: Hook & Big Picture Summary
[Post 2]: The Detail (Step 1, Step 2, Step 3...)
[Post 3]: The Application, Outcomes, & CTA

Default Weekly Rhythm

Day	Content Type	Pillar	Funnel Stage
Monday	Field observation or Pattern	Strategic Contrast	TOFU
Tuesday	Regulatory / Jargon breakdown	Insight Translator	TOFU/MOFU
Wednesday	Implementation story (Fail/Win)	Lived-Experience	MOFU
Thursday	ROI analysis / Risk framework	Economic Trust	MOFU/BOFU
Friday	Founder story or Direct pipeline invite	Any Pillar	MOFU/BOFU

Benchmark & Boost Strategy

Stop guessing with paid ads. Only amplify content that has been validated organically by your ICP.

The Rule: 3+ High-Intent Signals

When a post gets 3 or more High-Intent Signals within 48 hours, it gets flagged for paid amplification.

Counts as a Signal

Comment from an ICP match
Save/Bookmark from an ICP
Share/Repost from an ICP
Direct Message referencing the post

Does NOT Count

Likes (low intent)
Comments from peers/other founders
Generic "Great post!" comments

Executing the Boost

1

Budget: Start with $50 - $150 for a 5-7 day test. Low risk, high validation.
2

Targeting: Build a lookalike audience mirroring the exact job titles/orgs of the organic engagers. Exclude current connections.
3

Measurement: Monitor Cost Per ICP Profile View (<$5) and New ICP Followers. Pause at day 3 if metrics miss.

Strategy Frameworks (Deep Dive)

Answer these core questions exhaustively before executing the system.

You must be able to answer these 8 points in a single sentence each.

Main Business Goal: What are you trying to drive? (e.g., Generate 3 inbound calls a month from CIOs evaluating workflow tools)
The Anti-Goal (What NOT to be known for): (e.g., Generic tech hype, AI buzzwords without clinical backing, "disruption" rhetoric)
The Core Brand (What TO be known for): (e.g., The founder who actually understands clinical floors and protects nursing time)
Ideal Audience (Primary ICP): Who signs the check? Who champions the product? (e.g., Hospital CIOs, clinical ops directors)
Negative Audience (Who to ignore): (e.g., Other startup founders, generic tech coaches, job seekers)
The Burning Problem: (e.g., Nurses are losing 2 hours per shift double-documenting because legacy systems don't talk)
The Unique Solution Angle: (e.g., A tool built by a former 400-bed unit director that integrates silently into Epic)
The Reason to Follow: Why should they care about your posts? (e.g., Honest, unpolished takes on implementations and real failure stories)

If you cannot answer these questions specifically, you need to interview more prospects.

Pains, Fears & The Status Quo

What is the prospect's absolute worst-case scenario if this problem isn't solved? (e.g., fired, audited, patient harm?)
What is the daily, grinding annoyance they hate dealing with most?
How does this problem make them look bad in front of their boss (the CFO/Board)?
What keeps them awake at 2 AM?
What "band-aid" solutions are they currently using that are failing?

Wants, Beliefs & Aspirations

What is the ultimate "hero-moment" they are trying to achieve internally?
What is the false belief the industry has sold them that you need to break?
What do they secretly wish they could say to their current legacy vendors?
What must they believe about YOUR specific solution before they will risk their political capital internally to advocate for it?
How do they want their peers to perceive them?

Buying Triggers & Friction

What specific "trigger event" forces them to finally look for a solution? (e.g., failed compliance audit, major staff walkout)
Who else is involved in the buying committee, and what are *their* primary objections?
What is the hardest internal hurdle they face when trying to get budget approval?
Why have they said "No" to your competitors in the past?

System Learned

You have completed the Authority Architect Playbook. It's time to start executing.

The LinkedIn Content Marketing Playbook

Who is this for?

Why LinkedIn Content?

How to Use This Playbook: Your Starting Point

Lay the Foundation (Modules 2 & 3)

Master the Content (Modules 4 - 7)

Execute & Scale (Modules 8 - 10)

The 30-60 Minute Monthly Workflow

The Research Phase

1. ICP Research

2. Voice & Tone

3. Positioning

4 & 5. Compliance & Authority

Your 24/7 Landing Page

The About Section (5 Steps):

Featured Section Sequence:

The Four Pillars

1. Economic Trust

2. Lived-Experience

3. The Insight Translator

4. Strategic Contrast

The Funnel: TOFU, MOFU, BOFU

TOFU: Discovery & Awareness

MOFU: Educational Trust-Building

BOFU: Conversion & Pipeline

Post Frameworks & Examples

The Template

HealthTech Example

The Template

HealthTech Example

The Template

HealthTech Example

The Template

HealthTech Example

The Template

HealthTech Example

Founder Story Frameworks

Weekly Content Engine

The Two Core Formats

Technical Insight Logs

High-Substance Text Threads

Default Weekly Rhythm

Benchmark & Boost Strategy

The Rule: 3+ High-Intent Signals

Counts as a Signal

Does NOT Count

Executing the Boost

Strategy Frameworks (Deep Dive)

Pains, Fears & The Status Quo

Wants, Beliefs & Aspirations

Buying Triggers & Friction

System Learned