LinkedIn Content Strategy & Writing Style
CMO @ CoLab | Startup to Scaleup Marketing Leader | Manufacturing & B2B SaaS
1 person tracking this creator on Viral Brain
MJ Smith positions himself as a high-velocity growth architect who bridges the gap between sophisticated B2B SaaS strategy and the gritty realities of industrial engineering. His content strategy centers on the "mechanics of scale," offering a transparent look at how CoLab navigates Series C growth through rigorous messaging tests and cross-functional empathy. He is notable for his product-led positioning philosophy, where he advocates for "de-risking" brand refreshes by testing narratives in sales decks before committing them to code. By blending marketing leadership with manufacturing-sector depth, MJ differentiates himself from generic SaaS peers, proving that high-growth marketing is as much about internal partnership and technical precision as it is about external demand generation.
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Opening a big role at CoLab today: VP of Demand Gen (fully remote - USA or Canada). Here's why I think it's the most exciting DG role in B2B SaaS 👇 Momentum: We've doubled pipeline twice in the la…
The angry LinkedIn mob is right — your first move as a new marketing leader shouldn’t be brand refresh + new website. But there’s something the angry mob is missing: The reason why so many marketing…
I’m hiring CoLab’s first ever Creative Director. Can you help me find someone great? What you’ll love about CoLab (the pros): 💙 Meaningful work: our mission is to help engineering teams deliver lif…
I’ve never pushed a team as hard as I’ve been pushing CoLab’s marketing team the last 4-5 weeks. On Monday, we announced our Series C. And in the early hours of that morning, we quietly pushed a huge…
This one's for the marketers that are sick of people throwing ideas over the wall at you. I have a challenge for you (you're going to hate this): The next time someone outside of marketing comes up w…
CoLab has raised a $72M Series C. We’re setting the pace and showing what’s possible with applied AI in engineering. Here’s what’s next: In June we launched our first AI agent, AutoReview, which now…
0.9 posts/week
Posts / Week
8.4 days
Days Between Posts
1
Total Posts Analyzed
LOW
Posting Frequency
3%
Avg Engagement Rate
STABLE
Performance Trend
300
Avg Length (Words)
HIGH
Depth Level
ADVANCED
Expertise Level
0.82/10
Uniqueness Score
YES
Question Usage
0.5%
Response Rate
Writing style breakdown
Tone is professional, conversational, and confident — aimed at a B2B / tech / startup / marketing audience.
It is clearly authoritative (speaker is an experienced leader/founder/CMO) but never pompous. It reads like a peer talking to other senior operators.
Style is informative and persuasive, with light motivational undercurrents. Not “rah-rah” motivational; more “here’s how to think better / operate better.”
The writing is structured and methodical, not free-flowing. Posts are tightly organized with clear logical segments.
Energy level is medium-high: calm but driven. There’s enthusiasm, but it’s controlled and grounded in specifics.
Emotionally steady, optimistic, and pragmatic.
The energy rises around wins (funding, rankings, launches) and mission (changing engineering, life-changing products) but stays grounded in details, metrics, and next steps.
Rarely negative or ranty; even when challenging common advice (“angry LinkedIn mob”), the tone is measured and reasoned, not reactive.
So why not do this first? Because of the risk of getting it wrong.
Is it worth the effort to challenge your own thinking and be a better partner to the business? I think so.
If you work at a startup and you stand in your booth at a tradeshow, you'll have the same interaction 100 times…
you’re going to hate this
Caution: angry LinkedIn mob
I’m a marketer so they have to let me say things like ‘fall out of the sky’
Repeating a phrase in pros/cons (“Founder/CEO cares deeply about brand and visual identity” appears in both lists).
Repeating structure: “What you’ll love… / What you will find extremely challenging…”
Give it a try, let me know what you think.
Can you help me find someone great?
Who is the best person you know…? I want to talk to them.
Heavy use of second-person “you” when giving advice or describing what the reader experiences (“If you work at a startup and you stand in your booth…”).
Opinions (“I think it’s the most exciting DG role…”)
Personal experience (“I’ve never pushed a team as hard…”)
Hiring and announcements (“I’m hiring a VP of Demand Gen…”).
First-person plural “we” used to represent the company/team (“We’re already making that real”, “We do this every time…”).
Start by assuming they’re right.
Use the existing category name.
If you want to join the team, we’re hiring…
Smart, experienced operator.
Practical mentor tone: “I’ve done this, here’s what works and why.”
Confident but approachable; no jargon for its own sake, but not “dumbed down.”
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