Good content still wins. Finn Thormeier has spent years building LinkedIn presence for B2B executives and he's got a genuinely uncomfortable take on why most of it fails — and it's not the algorithm.
Finn runs Project 33, an executive LinkedIn agency working with B2B founders and C-suite leaders to turn their actual opinions into content that moves pipeline. He's obsessed with the gap between what people think LinkedIn content does and what it actually does.
In this episode:
- Why AI ghostwriting and human ghostwriting have almost identical failure modes
- The real reason LinkedIn reach is dropping (hint: it's supply, not algorithm)
- How to train an AI — or a writer — to not produce slop
- Why Finn stopped using em dashes and what that tells you about the platform right now
- The "VP of Supply Chain" rule: what good engagement actually looks like in B2B
- When LinkedIn posting can't save you (and what product-market fit has to do with it)
- Where Finn would go if LinkedIn disappeared tomorrow: newsletters, in-person, and why
Timestamps:
00:00 - Introduction
03:59 - The Role of AI in Content Creation
07:01 - Human Touch vs. AI in Content Strategy
09:44 - Navigating AI Biases and Content Quality
12:54 - The Importance of Clear Communication in Content
15:53 - The Shift in Audience Perception of AI Content
19:02 - The Impact of Algorithms on LinkedIn Engagement
22:55 - Understanding Content Effectiveness and ROI
25:48 - Balancing Salesy Content with Value-Driven Posts
28:35 - Final Thoughts on Content Creation and Engagement
36:11 - Finding Balance in Content Creation
41:56 - Navigating LinkedIn and Social Media Burnout
48:42 - Debunking Myths About AI and Content Creation
53:58 - The Shift Towards In-Person Networking
56:28 - Inspiration from Real-Life Experiences
If you've ever wondered whether any of this content stuff actually works, this one's worth your time.
Finn Thormeier - https://www.linkedin.com/in/finnthormeier/
Project 33 - https://www.project33.io/
─── sounds good. — a podcast with Anna Nadeina
soundsgoodpod.com
anna@soundsgoodpod.com
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