In this episode, Samantha Riel sits down with Josh Cons, founder of Notice Media, to talk about what it really takes to turn your CEO’s voice into a repeatable, scalable pipeline engine on LinkedIn.

Forget vanity metrics. This conversation dives deep into how founder-led content builds trust at scale, why it's often the most underutilized sales lever in a business, and how teams can shift from PR fluff to authentic, revenue-driving storytelling.

Josh shares the exact playbook he’s used with over 150 B2B companies, including:

• The 3 content pillars every founder needs: personal, business, and industry

• Why most CEOs still treat LinkedIn like a trade show flyer (and how to fix it)

• What authentic content actually sounds like in a world overrun by AI noise

• Why virality is a distraction, and what to track instead if you care about ROI

• A signal-based approach to content that drives real conversations and closes deals

We also challenge the old top-down content pyramid, arguing that everyone from interns to execs has a role to play in building trust with your buyers.

This is a must-listen for founders, marketing leaders, and GTM teams who want to stop chasing impressions and start building a high-leverage content engine without the fluff.

Hot take from Josh: “We’re not here for the clout. We’re here for the cash.”

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