In a recent LinkedIn post, Alec Rickard explores a structured approach to content creation for company founders, arguing that a lack of clear strategy often leads to wasted effort. Rickard highlights that while random posting might garner likes, it fails to translate into tangible business results like pipeline movement. He proposes a simple content funnel designed to convert attention into authority and, ultimately, revenue.
Rickard emphasizes that clarity in content strategy is not something that can be outsourced by a company leader. He outlines a specific 5-post weekly content funnel, detailing the purpose and execution for each stage of the funnel.
“Most founders post on LinkedIn with no plan. The ones building real audiences are doing the opposite.”
According to Rickard, the key differentiator between those who gain traction and those who don’t lies in strategic planning. He posits that a well-defined funnel is essential for turning passive attention into active business development.
The 5-Post Weekly Content Funnel Explained
Rickard breaks down the weekly content strategy into three distinct stages of the marketing funnel, allocating specific post types and frequencies to each.
Top of Funnel (ToFu) – 20%
The initial 20% of content is dedicated to driving broad, targeted attention to the brand. Rickard advises focusing on common, relatable emotions that resonate beyond a company’s immediate niche. He suggests using clean, shareable visuals to capture attention and keeping the language clear and concise, avoiding jargon.
Middle of Funnel (MoFu) – 60%
The largest portion of the content, 60%, is aimed at building trust and establishing the brand as a go-to voice in its industry. Rickard recommends solving one specific problem clearly and framing it within a narrative. This stage should lean on the founder’s or company’s experience and expertise to educate the audience. The content should be written with the ideal client firmly in mind.
“A simple funnel turns attention into authority and revenue.”
As Rickard notes, this middle stage is crucial for nurturing leads and building credibility. By consistently providing valuable, problem-solving content, founders can position themselves as trusted advisors.
Bottom of Funnel (BoFu) – 20%
The final 20% of content is designed to convert the audience into customers. Rickard suggests focusing on the outcomes and transformations that the product or service offers, rather than just listing features. He also advises using elements of urgency or exclusivity to drive demand and highlighting real-world results, emphasizing that case studies are most effective when they are authentic.
“Attention without a funnel is wasted. Structure it. Watch what changes.”
The recommended weekly split for this funnel is one Top of Funnel post, three Middle of Funnel posts, and one Bottom of Funnel post. Rickard concludes by urging founders to structure their content efforts, suggesting that doing so will lead to significant positive changes in their audience engagement and business pipeline.
📝 About This Content
This article is based on insights shared by Alec Rickard on LinkedIn.
📅 Originally posted on April 1, 2026 | View original post on LinkedIn →