What if I told you a 22-year-old was secretly posting on my LinkedIn — as me — and driving thousands of dollars in revenue from it?
That’s exactly what happened when I handed the keys to my LinkedIn account to Sam Winsbury, the Founder and CEO of Kurogo. Over the course of several months, Sam studied my voice, analyzed what resonated with my audience, and crafted posts that generated tens of thousands of impressions and real business leads.
In this episode of the Coach Yu Show, I sit down with Sam to pull back the curtain on his exact process — the strategies, the post types, and the engagement tactics he used to grow my LinkedIn presence. Whether you’re a CEO wondering if you should outsource your LinkedIn, a marketer looking to master the platform, or someone building a personal brand from scratch, this conversation will change how you think about LinkedIn content.
Watch the Full Conversation
The Backstory: Why I Let Someone Else Post as Me on LinkedIn
Most people would never hand over their social media accounts to someone else, especially a platform like LinkedIn where your professional reputation is on the line. But I’ve always believed in testing unconventional approaches, so when Sam Winsbury reached out months ago offering to manage my LinkedIn content, I decided to give it a shot.
Sam runs Kurogo, a company that specializes in ghostwriting LinkedIn content for executives and thought leaders. What sets Sam apart is his obsessive attention to voice matching — he doesn’t just write generic posts and slap your name on them. He consumes your videos, reads your previous content, studies your tone, and learns the phrases and cadences you naturally use. The result is content that sounds authentically like you, because it’s built on a foundation of deep research into who you are and what you stand for.
The results spoke for themselves. Posts Sam crafted for my account regularly hit 15,000 to 20,000 views, drove meaningful engagement from the right audience, and even generated direct revenue — we tracked a few thousand dollars in sales that came directly from LinkedIn posts he wrote.
The Anatomy of a High-Performing LinkedIn Post
During our conversation, Sam and I broke down several of my top-performing LinkedIn posts to understand why they worked. The patterns were clear, and they come down to a few core principles that anyone can apply.
Hook With a Bold First Line
LinkedIn shows only the first two to three lines of a post before truncating it with a “see more” link. If your opening line doesn’t stop the scroll, nothing else matters. Sam explained that every post needs to open with something that creates immediate curiosity or emotional resonance. One of our best-performing posts opened by revealing insider information about how agencies lock clients in — a topic that was directly relevant to the audience and compelled them to click through.
Make It Relatable and Personal
The posts that performed best weren’t the ones with the most technical insights — they were the ones that tapped into shared human experiences. A post about how money isn’t everything and that we shouldn’t put high earners on pedestals resonated deeply because it reflected something most people feel but rarely see articulated by someone in a position of authority. Relatability drives engagement because people share content that validates their own feelings and beliefs.
End With a Clear Call to Action
Sam emphasized that every post should end with a specific, easy-to-follow call to action. Not a generic “what do you think?” but something targeted. One of our highest-engagement posts ended with a prompt encouraging people to share the post with someone starting a new job soon. Because almost everyone knows someone in that situation, the call to action was universally applicable and drove significant shares and comments.
The Three Types of LinkedIn Content: Top, Middle, and Bottom of Funnel
Sam and I discussed how effective LinkedIn strategies require a mix of content that serves different purposes, mapped to the classic marketing funnel.
Top of Funnel: Broad Awareness Posts
These are the posts designed to reach the widest audience possible. They cover topics that many people can relate to — career advice, life lessons, industry observations — and they’re optimized for maximum impressions and shares. The goal isn’t to sell anything; it’s to get your name and face in front of as many relevant people as possible. Sam noted that these posts tend to have the highest view counts but the least direct commercial intent.
Middle of Funnel: Credibility-Building Content
Middle-of-funnel posts are where you demonstrate your expertise. These are the posts where you share specific strategies, frameworks, or insights that showcase your deep knowledge. They won’t get as many views as top-of-funnel content, but the people who do engage with them are much more likely to be potential clients or collaborators. Sam highlighted that middle-of-funnel content is about showing you can walk the talk — sharing real results, specific processes, and actionable advice that only someone with genuine expertise could provide.
Bottom of Funnel: Conversion Posts
These are the posts that directly drive business. They might showcase a client success story, share a specific result you achieved, or make a direct offer. Sam pointed out that bottom-of-funnel posts naturally get fewer views and less engagement, but the engagement they do get is from people who are ready to take action. The key is not to over-index on these — if every post is a sales pitch, your audience tunes out. The ratio should be heavily weighted toward top and middle content, with conversion posts sprinkled in strategically.
The Power of Comments: Your Hidden Growth Engine
One of the most valuable insights Sam shared was about the importance of responding to every comment on your LinkedIn posts. When you reply to a comment, LinkedIn’s algorithm treats that interaction as a signal that your post is generating meaningful engagement, which pushes it to more people’s feeds. But beyond the algorithm benefit, responding to comments builds genuine relationships.
Sam takes this a step further with a strategy he calls commenting on other people’s posts as a growth lever. By leaving thoughtful, substantive comments on posts from people in your target audience, you’re essentially putting your profile in front of everyone who engages with that post. The key is that the comments need to be genuinely valuable — not just “great post!” but real contributions that demonstrate your expertise and invite further conversation.
How Sam Learns Someone’s Voice: The Research Process
For anyone considering outsourcing their LinkedIn content, the question of voice authenticity is paramount. Sam described his research process, which involves watching hours of the client’s video content, reading their previous blog posts and articles, studying how they phrase things in conversation, and understanding not just their brand values but their actual speech patterns and preferred language. He treats it like an actor preparing for a role — the goal is to internalize the person’s perspective so completely that the writing flows naturally in their voice.
Sam also stressed the importance of the feedback loop. Early on, the client reviews every post before it goes live. Over time, as the voice match improves, the process becomes more autonomous. But the initial period of close collaboration is essential for building that foundation of trust and accuracy.
Building Your Personal Brand When You’re Just Starting Out
Sam is only 22 years old, and he’s already built a successful personal branding company with notable clients. His advice for people who feel like they don’t have enough experience or credentials to build a personal brand is simple: start sharing what you know now. You don’t need 20 years of experience to provide value. Sam built his expertise by practicing, iterating, and learning on the job over just a couple of years. He pointed out that there are countless young people with limited experience building strong personal brands — the barrier isn’t credentials, it’s the willingness to put yourself out there consistently.
His vision is to build the best personal branding company in the world, and his trajectory suggests he’s well on his way. The lesson for all of us is that the best time to start building your personal brand is right now, regardless of where you are in your career.
Key Takeaways
Your LinkedIn strategy should include a mix of top-of-funnel awareness content, middle-of-funnel credibility content, and bottom-of-funnel conversion posts. Every post needs a compelling first line that stops the scroll and a specific call to action that drives engagement. Responding to comments — both on your own posts and on others’ posts — is one of the most underutilized growth levers on LinkedIn. If you’re considering outsourcing your LinkedIn content, look for someone who invests deeply in understanding your voice, not just someone who can write well. And above all, don’t wait until you feel “ready” to start building your personal brand — start now with what you have.
About Sam Winsbury
Sam Winsbury is the Founder and CEO of Kurogo, a personal branding company that has built over 350 brands for leading entrepreneurs and executives. Featured in Sky News, Entrepreneur, Business Insider, KPMG, and The Telegraph, Sam has developed a reputation for his ability to capture a client’s authentic voice and translate it into content that drives real business results. You can connect with Sam on LinkedIn.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.