Ollie Scheers's CTO-to-Creator Playbook

Ollie Scheers and the Art of Shipping Posts Like Product 🚀

I stumbled on Ollie Scheers (CTO at Huel) because one number looked almost fake: Hero Score 87.00 with 11,241 followers. That combo usually means one of two things - either the audience is unusually engaged, or the creator has figured out a repeatable content system.

So I went looking for the system.

And honestly? It feels like the same mindset you want in a high-performing tech team: ship often, keep things simple, stay curious, and show your work. Ollie posts 6.3 times per week (basically daily), and yet the tone still reads like a human who just tried something cool and wanted to tell a friend.

Here's what stood out:

• Ollie treats LinkedIn like a weekly experiment log - micro-stories, real lessons, no fluff
• The writing is deliberately LinkedIn-native (white space, punchy hooks, quick takeaways)
• Compared to bigger creators like Matt Green, Ollie wins on consistency and "builder energy" rather than audience size

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Ollie Scheers's Performance Metrics

What caught my eye is that Ollie's Hero Score (87.00) matches Matt Green's 87.00, even though Matt has 56,391 followers. That tells you something important: Ollie's content is pulling strong engagement relative to audience size. Not "viral once" energy. More like "reliably interesting" energy.

Key Performance Indicators

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What Makes Ollie Scheers's Content Work

1. He posts like a builder, not a broadcaster

The first thing I noticed is Ollie rarely positions himself as "the expert talking down." Instead, he's the person on your team who keeps tinkering after hours, then shows up the next day with something useful.

He'll frame posts around evenings, weekends, a Slack huddle, something with the kids, then connect it back to tools and workflows. That little loop (life - experiment - lesson - work application) makes the content feel both personal and practical.

Key Insight: Write from the perspective of "I tried this" not "You should do this."

This works because the internet has enough confident takes. What people share is progress, learning, and small wins they can steal.

Strategy Breakdown:

2. He wins with pacing and white space (seriously)

Ollie's writing style is basically the opposite of a corporate update. Short paragraphs. One idea per line. Lots of air. And when something matters, it gets its own line.

That matters because LinkedIn is a skim-first platform. If your post looks like a wall of text, people bounce. Ollie's posts read like a series of beats you can follow while waiting for the kettle to boil.

Comparison with Industry Standards:

Now, here's where it gets interesting: this same technique shows up in very different niches.

• Matt Green often uses crisp GTM frameworks and direct advice (more punch, more authority)
• Ema Roloff tends to focus on leadership presence and communication (more reflection, more coaching)
• Ollie sits in the builder lane: tools, experiments, automation, and what actually worked

3. He makes tools the "characters" of the story

Ollie repeatedly references specific tools (think automation platforms, AI models, creative apps) and uses everyday language to explain what happened. He doesn't drown you in technical detail, but he gives enough to make you think, "Oh, I could try that."

And because he's consistent, you start to associate his profile with a reliable theme: "If I want to keep up with practical AI and automation, this is a good follow."

A lot of creators talk about trends. Ollie talks about what he built this weekend.

4. Soft CTAs that feel like a coffee chat

No hard sell. No forced engagement bait. The CTAs are usually gentle nudges or open questions.

Things like:

• "If you haven't tried X, you should."
• "Any others I need to play with?"
• "This got me thinking about how we do Y at work."

That tone is doing more work than it seems. It lowers reader resistance. You don't feel "marketed to." You feel invited.

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Their Content Formula

Ollie's content reads like a repeatable template. Not in a boring way. In a "he can do this every day without burning out" way.

Content Structure Breakdown

The Hook Pattern

Ollie tends to open like he's dropping a mini title, then leaves a blank line, then gets into the story.

Template:

"A tiny build that saved me hours 🤖"

Two more you can steal:

"This weekend's plan..."

"What a random moment taught me about AI & automation"

Why this works: the hook promises a specific payoff (time saved, a lesson learned, a tool worth trying). And it does it in a voice that sounds like a colleague, not a keynote speaker.

The Body Structure

He moves fast. Context, action, takeaway. No wandering.

Body Structure Analysis:

The CTA Approach

Ollie's CTAs are rarely "Comment below!" They're closer to how engineers actually talk when they're excited:

• "This surprised me."
• "I keep coming back to this tool."
• "Any better way to do it?"

The psychology is simple: you're not responding to a demand, you're responding to curiosity.

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Side-by-Side: Ollie vs Matt vs Ema

Before we get too starry-eyed about Ollie, it's helpful to compare him to two other creators with similar Hero Scores.

Table 1: Audience and Performance Snapshot

What surprised me: Ollie is running with the same Hero Score as a much larger GTM creator. That usually means his posts are consistently hitting with the people who see them, even if the total reach is smaller.

Table 2: Content "Angle" Comparison (the real difference)

And this is the part people miss: you don't need the biggest audience. You need the clearest angle.

Table 3: Posting style and interaction triggers

If you want to borrow from all three: take Ollie's specificity, Matt's clarity, and Ema's empathy.

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What I'd Copy From Ollie (and what I'd leave)

A quick, honest take.

Also, timing matters. The best posting windows provided were late morning (10:00-12:00) and early afternoon (12:00-15:00). That lines up with how people actually scroll: mid-morning break, lunch, post-lunch slump.

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3 Actionable Strategies You Can Use Today

1. Start an "experiment log" series - Post 3 times a week with "What I tried" + "What happened" + "What I'd do next".

2. Write for skimmers - Keep paragraphs to 1-2 sentences, add a blank line between thoughts, and use a short list when you have 3+ points.

3. Use a soft CTA that matches your personality - Ask for suggestions ("What tool should I test next?") instead of forcing engagement.

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Key Takeaways

1. Ollie's edge is consistency plus specificity - 6.3 posts/week with real experiments beats occasional big think pieces.
2. Hero Score parity is a big deal - Ollie matches Matt Green's 87.00 Hero Score with a much smaller audience.
3. The format is the strategy - micro-story, quick takeaways, soft CTA, done.
4. Comparison helps you pick your lane - Ollie (builder), Matt (GTM operator), Ema (leadership coach). All win, but in different ways.

If you're trying to post more this year, copy the part that makes it sustainable: share what you're already learning, and keep it readable.

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Meet the Creators

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This analysis was generated by ViralBrain's AI content intelligence platform.