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Fresh from LinkedIn: A Brilliant Content Playbook for 2025
5 Lessons from this B2B Content Playbook to Consider
Hello and welcome to the 148th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.
This week, I stumbled across a gem of a LinkedIn post by James Carbary, one of my connections. It was one of those posts where you pause, read it twice, and think, "This is gold." He laid out a detailed content strategy for Synack, Inc. going into 2025, and it struck me how much we can learn from it—whether we’re running a podcast, crafting a B2B campaign, or growing a newsletter like Fresh Salmon.
Before we dive into more details, here is the original post -


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The Magic of Strategic Clarity: What I Learned from a Brilliant LinkedIn Post
“You don’t need to be the top show in the world—you just need to be the show for your audience.”
That line is the beating heart of the LinkedIn post by James, and it stuck with me. James laid out a content strategy for Synack, Inc. that was nothing short of brilliant—a masterclass in combining strategy, execution, and measurable outcomes.
Here’s what made it so inspiring and actionable—and how you can steal these ideas for your own playbook.
1. The Power of Strategic Clarity
Most content strategies fall flat because they lack direction. James’s strategy for Synack, however, was a shining example of strategic clarity.
The foundation was simple but powerful:
Audience: Chief Information Security Officers (CISOs).
Objective: Become the most trusted brand for CISOs.
This clarity wasn’t just a vague North Star—it informed every action, from the choice of content formats to distribution channels.
Strategy is truly the backbone of execution. You can’t execute effectively without it.
Key Takeaway:
Before creating anything, ask yourself: Who am I speaking to, and what do I want them to think, feel, or do because of this content? If you can’t answer that clearly, go back to the drawing board.
For Fresh Salmon, our goal is equally focused: deliver actionable insights to founders, marketers, product managers, and sales pros that they can apply immediately. No fluff, no filler.
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2. Metrics That Guide, Not Just Impress
What stood out most was how James broke down his goals into actionable, measurable, and realistic metrics. These weren’t vanity numbers—they were tied directly to the business outcomes Synack cares about.
Here’s a snapshot:
Publish 24 podcast episodes in 2025.
Highlight 72 CISOs from the target account list on the show.
500 newsletter subscribers from a total addressable market of 7,000 CISOs in North America.
25% of the sales pipeline attributed to the podcast or personal brands of on-air talent.
I love how much planning has gone into this, with clear indicators for measurement. Any effort without defined markers is like shooting in the dark. It’s great to see both operating metrics (the actionable, day-to-day indicators) and success metrics (the ultimate outcomes, often tied to revenue) being highlighted. Operating metrics are especially critical—they should be measured regularly, ideally weekly, to keep the execution focused.
Notice the balance between operating metrics (the day-to-day execution) and success metrics (the long-term impact). By tracking both, Synack ensures their efforts stay on course and deliver results.
Key Takeaway:
Metrics should do two things: keep your team focused and measure impact. Set weekly operating metrics to track progress and success metrics to evaluate overall outcomes.
For example, here at Fresh Salmon, we don’t just track open rates. We also measure how many subscribers engage with our content or take action based on what they learn here. What’s our retention over time, and so on.
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3. Realistic, Audience-Centric Goals Win Every Time
Too often, we chase numbers that sound impressive rather than focusing on what actually matters. Synack’s goals weren’t about going viral or becoming the biggest podcast—they were about serving their niche audience better than anyone else.
For example:
Instead of aiming for millions of views, they set a goal of 1,000 podcast subscribers between Apple Podcasts and Spotify.
Instead of targeting tens of thousands of newsletter subscribers, they focused on a highly-relevant 500-person list from their total addressable market.
I really appreciate how realistic these numbers are. This is where so many people go off track—comparing themselves to entirely different industries, audiences, or circumstances.
The focus here is clear and tailored to what matters most for the intended audience. You don’t need 7,000 subscribers or views to succeed; you just need to resonate deeply with the right people. It’s not about being the top show in the world—it’s about being the show for your audience.
This is what makes the strategy work. It’s grounded in the reality of what their audience cares about and what success looks like for their business.
Key Takeaway:
Focus on depth, not breadth. Your goal isn’t to reach everyone—it’s to resonate deeply with the right people. Success isn’t about scale; it’s about relevance.
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4. Creative Formats to Keep Audiences Hooked
One of my favorite parts of James’s strategy was the variety of show segments designed to keep things fresh and engaging. Each one served a specific purpose:
Red Team Roundtable: Highlight Synack’s expertise in ethical hacking and penetration testing.
CISO Spotlight: Shine a light on their target audience while integrating this directly into their ABM strategy.
Research Roundup: Provide value by analyzing industry reports (including Synack’s own) and sharing insights.
Around the Horn: Leverage pre-vetted topics from popular CISO newsletters, LinkedIn posts, or Reddit threads to spark discussions.
Game Time: Add a fun, lighthearted element with CISO-related games that humanize the on-air talent.
Each segment wasn’t just engaging—it was designed to strengthen Synack’s credibility, build relationships with their audience, and make the show irresistible.
Key Takeaway:
Don’t just create content—create experiences. Think about how each piece of content serves your audience and keeps them coming back for more.
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5. Distribution: The Unsung Hero
A brilliant content strategy is useless if no one sees it. Synack’s distribution plan ensured their content reached the right people through both organic and paid channels.
Organic:
Dedicated podcast YouTube channel.
Co-hosts’ personal LinkedIn profiles.
Newsletter promotion.
Paid:
Meta ads targeting CISOs.
LinkedIn thought leader ads featuring clips from the show.
Key Takeaway:
Invest as much in distribution as you do in creation. A great strategy won’t matter if your audience never discovers it.
How This Applies to You
Whether you’re building a podcast, writing a newsletter, or running a marketing campaign, these principles can transform how you approach your work.
Get laser-focused on your audience: Know who you’re serving and what they care about.
Set clear, actionable goals: Track both operating and success metrics to ensure progress and impact.
Tailor your strategy to your niche: Forget about going viral—focus on being indispensable to the right people.
Stay creative: Keep your audience engaged with fresh, compelling content formats.
Distribute like a pro: Make sure your best work gets the attention it deserves.
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Interesting Thing That I Noticed This Week
Great example by Steven Blutstein.

Tweet That I Posted This Week
It’s the journey.
It’s your journey.
It’s your decisions.— Vivek Nanda (@vickks)
4:34 AM • Nov 30, 2024
This concludes this edition of Fresh Salmon.
Do what is good for your soul ❤️
All the best,
Vivek
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