Everyone Is About to Do Team Content. Go First.

The usual argument, flipped

Classic social proof says: everyone's doing it, so you should too. The better argument for team content runs the other way. Hardly anyone is doing it yet, and buyers already want it.

What buyers already do

The 2025 Edelman–LinkedIn research paints a clear picture. 71% of the people who influence a deal have little or no contact with sales. 95% say strong thought leadership makes them more open to a vendor. 64% trust it over product sheets when judging what a company can do.

And when it comes to who they trust, people win. Employees are trusted about three times more than CEOs (Edelman Trust Barometer), and employee-shared content reaches 561% further than the company page (LinkedIn).

What companies actually do

Only about 31% of companies run a formal program to help their people post. The buying behaviour is years ahead of the marketing.

Why going first matters

In most niches, the first credible team that shows up every week becomes the reference point. Buyers start to measure everyone else against them. Latecomers aren't just competing for attention; they're competing with someone buyers already know.

Going first without going overboard

1. Start with three people: the founder and two experts buyers would want to meet.
2. Give each a clear topic, so nobody repeats anybody else.
3. Post every week for a quarter before you judge anything.
4. Measure conversations, not likes.

Where we come in

This is our Team LinkedIn program, run for you. Take the 60-second quiz to see where your team stands today.