02 · strategic recommendations
stop · start
continue
sporadic posting windows
January's low activity (4–9 active posts vs 22 in Feb) created a measurably weak baseline. Gaps in consistency hurt algorithmic distribution even when good posts do go out. Consistency is the engine — it can't stop.
jan: 14,620 imp → feb: 58,913 imp. 3× gap driven by volume + quality
underweighting top-of-funnel reach content
Alex's 3 Feb post (18,435 imp) and Katie's 18 Feb post (4,773 imp) showed that reach-first content still dramatically outperforms. The current mix may be too weighted toward the warm, existing audience.
alex's top 3 posts drove 57% of his entire feb impressions alone
treating both profiles identically in tone
Alex's content works best as personal narrative and confession. Katie's audience responds to systemic critique and leadership exposé. A shared content approach risks diluting both voices.
alex eng rate: 1.58% vs katie: 2.12% — different content resonance
engineering breakout posts for alex 2×/month
Alex's 3 Feb post (18,435 imp) follows the same "lived shame deconstruction" pattern as his biggest posts from 2025. Two breakout attempts per month at this archetype would substantially compound monthly reach.
aug 2025 top post: 398k imp — identical archetype
building katie's three-post wave clusters
Katie's 23–25 Feb cluster (10,000+ imp in 3 days) mirrors her 2025 viral window structure. Scheduling 3-post clusters around her "toxic leadership + systemic ADHD" theme is the lever. This is a scheduling decision, not luck.
feb 23–25 cluster: 37% of katie's entire monthly impressions in 3 days
tracking content-to-enquiry attribution
36,790 members were reached in February with zero tracked conversions. Set up a simple UTM parameter or dedicated landing page to capture LinkedIn-to-enquiry flow before March's reporting cycle.
36,790 members reached → 0 tracked conversions currently
alex's personal story arc as primary engine
Top 3 posts by impressions all published 2–4 Feb and all draw from Alex's personal narrative pillars: shame, diagnosis, institutional failure. This is the highest-performing format. Protect the space for it in every month's calendar.
feb 2–4 cluster: 35,685 imp — 60% of alex's total monthly reach in 3 days
katie's toxic leadership and systemic framing
Katie's best-performing February content draws on her corporate ADHD survival story and leadership critique — resonating with her senior-heavy audience (39–41% senior-level). This is her most distinctive angle. Don't sand the edges.
top posts by engagement rate all use this frame
20+ posts per profile per month
Both profiles hit ~22 posts in February — the first fully consistent month. The 3× impression lift is substantially a consistency effect. 20+ posts/month/person is the non-negotiable floor. Don't dip below it.
jan: 4–9 posts → 14k imp · feb: 22 posts → 58k imp
the february story
February was the first real signal of what this content engine can do at consistent volume. Alex's 303% impression surge and Katie's doubling of January figures weren't driven by luck — they were driven by a full posting calendar for the first time in months. The engagement rate compression is not a warning sign; it's the expected dilution that comes when reach expands beyond your core audience.
The 2025 data makes one thing clear: both Alex and Katie are capable of genuinely viral reach — 398k and 433k impressions from single posts respectively. The gap between February (58k/28k) and those peaks is a function of content archetype and consistency, not audience size. February has established the floor. The rest of 2026 is about raising the ceiling.
03 · profile deep dive
impressions
58,913
↑ +303% vs jan
engagements
932
↑ +211% vs jan
eng rate
1.58%
↓ −0.47pp vs jan
new followers
376
↑ +12% vs jan
impressions trend · feb 2026 daily
daily impressions · 1 feb – 26 feb 2026
monthly impressions · jan 2025 – feb 2026
monthly impressions trend · 14-month view
February 2026 was Alex's strongest month since November 2025. The early-month cluster (2–5 Feb) drove 60% of total monthly impressions in just four days, anchored by a post on 3 Feb that alone generated 18,435 impressions — more than January's entire month. A second wave on 18–19 Feb added 12,515 impressions, showing Alex's content can sustain multiple viral moments within a single month when the calendar is consistently stacked.
top 3 posts · february 2026
AC
alex campbell, pcc, mbacp
text post
1
3 feb 2026
highest reach post
Published 3 Feb 2026 — Alex's top-performing post of the period. Highest single-post impression total in February across both profiles.
view on linkedin ↗
AC
alex campbell, pcc, mbacp
text post
2
18 feb 2026
second wave momentum
Published 18 Feb 2026 — Drove the month's second impression spike, generating 8,066 impressions as part of a sustained mid-month surge.
view on linkedin ↗
AC
alex campbell, pcc, mbacp
text post
3
4 feb 2026
sustained viral tail
Published 4 Feb 2026 — Part of the early-month cluster; captured algorithm momentum building from 3 Feb and extended reach into the weekend.
view on linkedin ↗
audience demographics · 18,108 followers
top job titles
Founder5.9%
CEO1.8%
Owner1.8%
Co-Founder1.4%
Teacher1.2%
seniority
Senior39.0%
Entry21.9%
Director7.9%
Owner6.3%
Manager4.8%
top locations
London, UK13.1%
Auckland, NZ3.6%
Manchester, UK2.1%
Melbourne, AU1.6%
Leeds, UK1.6%
top industries
Training & Coaching9.8%
Mental Health6.5%
Hospitals/Health5.2%
Business Consulting4.9%
Education3.5%
audience — gold mind program buyer alignment
Senior professionals (39%), Founders and CEOs, UK-based (London 13%+), in Professional Training and Coaching — this precisely matches the Gold Mind program buyer profile. This audience doesn't need educating about coaching. It needs inviting into the Gold Mind ecosystem specifically. Content should move toward invitation and proof.
04 · profile deep dive
impressions
27,895
↑ +100% vs jan
engagements
592
↑ +83% vs jan
eng rate
2.12%
↓ −0.20pp vs jan
new followers
179
↓ −3% vs jan
impressions trend · feb 2026 daily
daily impressions · 1 feb – 28 feb 2026
monthly impressions · jan 2025 – feb 2026
monthly impressions trend · 14-month view
Katie's February was characterised by a strong final-week acceleration — three posts in the last five days collectively generated over 10,000 impressions. Her 18 Feb post was the month's top performer with 4,773 impressions and 127 engagements, achieving a 2.66% engagement rate above her monthly average. Notably, an August 2025 post continued to appear in her top 10 by impressions in February — 6+ months after publication — a signal of the long-tail value that strong content carries on LinkedIn's algorithm.
top 3 posts · february 2026
KF
katie friedman, pcc, pcac
text post
1
18 feb 2026
best engagement rate
Published 18 Feb 2026 — Katie's strongest post of the month. Highest impressions combined with the best engagement rate of her top performers.
view on linkedin ↗
KF
katie friedman, pcc, pcac
text post
2
24 feb 2026
end-of-month surge
Published 24 Feb 2026 — Led Katie's late-month acceleration with 4,310 impressions as part of the final-week surge heading into March.
view on linkedin ↗
KF
katie friedman, pcc, pcac
text post
3
Published 23 Feb 2026 — Part of the final-week cluster that drove 40%+ of Katie's February impressions in just 5 days.
view on linkedin ↗
audience demographics
katie's detailed demographics are drawn from linkedin's quarterly update — data closely mirrors alex's audience profile with slight variations noted
top job titles
Founder7.3%
Owner1.8%
Co-Founder1.8%
Teacher1.3%
seniority
Senior41.6%
Entry20.6%
Director8.2%
top locations
London, UK13.1%
Manchester, UK2.4%
Bristol, UK2.4%
top industries
Training & Coaching13.0%
Business Consulting6.0%
Mental Health5.8%
05 · 2025 viral content analysis
what broke through
in 2025 — and why
These are the content types and posting patterns that drove the highest reach and engagement for Alex and Katie in 2025. Each insight includes a clear action for the social media team and links to the actual posts where possible.
alex's 2025 viral window: jul–aug
1,381,653 impressions in two months — 52% of his full-year total. Top 3 posts: 398k, 291k, and 258k impressions. All three use the same content archetype. See insights 1 and 2 below.
katie's mega-post: aug 11, 2025
A single post generated 433k impressions — 47% of Katie's entire 2025 total. 5,194 engagements. Understanding this archetype and replicating it is the single highest-leverage content task for 2026. See insight 5 below.
alex campbell — actionable insights
01
the "lived shame" post format is alex's highest-performing archetype
what it is
Posts that name a specific painful moment from Alex's past — with an exact age, place, and what was said to him. Not "ADHD was hard for me growing up" but "when I was 14, the school principal told me I'd never amount to anything." Specificity is what makes it hit. Alex's top 2 posts of 2025 both use this structure.
action
Plan 2 posts per month in this format. Source the moments directly from Alex in a dedicated briefing call each month. The more specific the memory, the better it performs.
↗ top post jul 2025 (398k imp)
↗ top post aug 2025 (258k imp)
02
reframing adhd as an identity asset — not a deficit — drives mass reach
what it is
Posts that flip the narrative: ADHD isn't something to manage or overcome, it's a different operating system. These posts attract a broad professional audience who aren't diagnosed but recognise something of themselves in the reframe. Alex's Jul 16 post (398k impressions, 4,591 engagements) is the clearest example of this archetype at work.
action
Once per month, write a post whose core argument is "what if X thing about your brain is actually the asset, not the problem?" Brief Alex to provide the specific professional situation — the team writes the reframe around it.
↗ jul 16 post (398k imp)
03
practical "how i do x with adhd" posts have the strongest evergreen shelf life
what it is
Tactical, specific posts about how Alex actually works — a system, a tool, an approach. These get saved and shared by professionals who can apply the insight immediately. They don't spike as high as the emotional posts, but they keep performing weeks after posting. Alex's Sep 2 post (237k impressions, 2,608 engagements) ran on these mechanics.
action
Build a bank of 5–6 "system" posts per month to fill the calendar between breakout posts. These should name a specific tool or behaviour — not general advice. "I use X to do Y" not "people with ADHD should try Y."
↗ sep 2 post (237k imp)
04
summer viral momentum collapsed in q4 — because there was no evergreen content underneath
what happened
Alex went from 737k impressions in August 2025 to 29k in December — a 96% collapse. This wasn't an algorithm change. It was the absence of a consistent posting floor. When the viral posts stopped, there was nothing underneath to keep the audience warm. January 2026 was 14,620 impressions — a cold restart.
action
Never let posting frequency drop below 15 posts/month, even during quiet periods. The evergreen content (tip posts, systems posts, reframes) is what maintains audience warmth between viral windows. It's the foundation that makes the spikes possible.
katie friedman — actionable insights
05
the "toxic system + adhd diagnosis + i survived" post is katie's highest-leverage format
what it is
The post that generated 433k impressions on Aug 11 tells a specific story: Katie was in a broken corporate environment, she didn't know she had ADHD, she survived it, and here's what that taught her. The format works because it's specific enough to feel real and universal enough to resonate with anyone who has survived a bad workplace. This is her #1 archetype.
action
Plan 1–2 posts per month in this format. Source the story from Katie directly — a specific company, team, or situation she experienced. The more uncomfortable and specific, the higher it performs. This is not a format to sanitise.
↗ aug 11 post (433k imp)
06
scheduling posts in clusters of 3 over 3–4 days dramatically compounds reach
what it is
When Katie published 3 strong posts in close succession (23–25 Feb 2026), they generated 10,427 combined impressions — 37% of her entire monthly total in 3 days. This mirrors her Aug 2025 viral window, which used the same clustering approach before the mega-post hit. LinkedIn's algorithm amplifies accounts with sustained recent activity, so three good posts in a row creates a compounding effect.
action
Every month, pick one 3-day window and schedule Katie's 3 strongest planned posts consecutively. These should be pre-written and approved before the window opens — not drafted on the fly.
↗ feb 23 post
↗ feb 24 post
07
katie's "leader who didn't know" posts resonate strongly with senior professionals
what it is
Posts that show what Katie's leadership looked like before she understood her ADHD — and what changed after. The before/after structure works because 41.6% of Katie's audience is senior-level. They're not reading about ADHD in the abstract; they're recognising their own unexamined leadership patterns. This format also has strong comment depth — people share their own "I didn't know" moments.
action
Once per month, write a post framed as: "Before I understood my ADHD, I did X as a leader. Now I know it was actually Y." Brief Katie to name a specific leadership behaviour — a decision, a meeting pattern, a way she managed conflict. Specificity over generality, always.
08
old viral posts keep generating impressions months later — check the comments
what it is
Katie's August 2025 mega-post (433k impressions) was still appearing in her top 10 impressions list in February 2026 — 6 months after it was published. LinkedIn's algorithm recirculates strong posts in "For You" feeds long after their initial run. This creates a community management opportunity that is currently being missed: late comments on old posts go unanswered, and the CTA in those posts may no longer be relevant.
action
Set up a monthly check on both profiles' top 10 posts by all-time impressions. Review any comments from the last 30 days on posts older than 3 months. Reply to them. Update the CTA if it's out of date. This is free reach.
↗ aug 11 post — check for late comments