How Founders Can Apply Justin Welsh’s LinkedIn Strategy to Build Their Brand

If you’ve spent any time scrolling through LinkedIn recently, you’ve probably come across a post by Justin Welsh.

He’s everywhere and not by accident.

With over 500K+ followers, a wildly loyal audience, and a business built largely on the back of LinkedIn content, Justin Welsh is one of the best-known examples of what consistent, thoughtful content can do. 

And the good news? Founders can apply the same approach to build a strong personal brand, attract inbound opportunities, and grow their business, without spending hours a day.

In this blog, we’ll break down Justin Welsh’s strategy and explain how startup founders can replicate it to win on LinkedIn.

Why Founders Should Even Care About LinkedIn

Before we get into the how, let’s talk about the why.

Most founders are already juggling 100 things – building a product, hiring, fundraising, talking to customers. Posting on LinkedIn might feel like “extra.”

But here’s what LinkedIn content can do that no pitch deck can:

• Attract top-tier talent who already align with your mission
• Generate inbound investor interest
• Build trust with potential users/customers
• Establish yourself as an authority in your niche
• Open the door to podcast invites, speaking gigs, and collabs

Founders who post consistently gain leverage without spending money on ads, agencies, or cold outreach.

What Makes Justin Welsh’s Strategy So Effective?

1. He Posts Every Day (But Doesn’t Write Every Day)

Justin has famously said he spends just 2 hours per week on LinkedIn content.

How? He batches his posts.

As a founder, this is a game-changer. You don’t have to open a blank LinkedIn post every morning and panic. Instead, write 5–7 posts at once, schedule them, and move on.

2. He Uses a Clear Content System

Justin rotates between different content types:

• Authority posts – insights from his niche
• Personal stories – lessons from failure or growth
• Tactical how-tos – short tips that are actionable
• Contrarian takes – posts that challenge popular thinking

This keeps his content fresh, varied, and valuable.

3. He Writes for the Scanner, Not the Reader

Every post is:

• Short
• Skimmable
• Hook-heavy
• Clean formatting
• Emotionally clear (relatable or aspirational)

LinkedIn isn’t Medium. You’ve got to grab attention fast.

How Founders Can Replicate This Strategy

Now let’s talk execution.

You don’t need 500K followers or a content team. All you need is a system and a tool that makes it easier.

Here’s how to apply Justin Welsh’s strategy as a founder:

Step 1: Define Your Pillars

Pick 3 – 4 topics you’ll talk about regularly. These could include:

• Building your startup
• Lessons from your industry
• Personal founder experiences
• Customer learnings
• Team and leadership culture
• Fundraising or bootstrapping

These are your content lanes – they’ll give you direction and make idea generation easier.

Step 2: Use a Tool Like SuperPen to Beat the Blank Page

Here’s the part most founders get stuck on: coming up with what to say.

SuperPen solves this instantly by giving you:

• Access to 8 M+ viral LinkedIn posts
• 200+ proven post templates used by top creators
• An AI that rewrites your thoughts into polished, high-performing content
• Daily trending prompts based on what’s working on LinkedIn right now

Instead of reinventing the wheel, you recreate high-performing ideas in your voice. Just like Justin does.

Step 3: Write 5–7 Posts Every Sunday

Follow Justin’s batching approach. Block 1 hour, open SuperPen, and use this flow:

1. Search your topic (e.g., “fundraising” or “bootstrapping”)
2. Pick a viral post or template that resonates
3. Recreate it using your own experience + SuperPen’s AI
4. Refine the hook and make it yours
5. Schedule the post for the week

Repeat for each day. Now your week is set.

Bonus: SuperPen also helps you format your post in bold text or memes to match viral formats.

Step 4: Engage for 15 Minutes a Day

Posting is half the game. The other half? Engagement.

Do this:

• Reply to every comment on your post
• Leave meaningful comments on other founder/investor posts
• DM people who often engage with your content

This builds your network and tells the algorithm: “This person is active.” More visibility = more reach.

Step 5: Track What’s Working (Then Double Down)

Over time, you’ll start to see what’s resonating:

• Are they your founder journey stories?
• Is it tactical hiring advice?
• Are they failures and lessons?

Use this data to improve your content, your newsletter ideas, even your investor updates. (Yes, content tells you what your audience really cares about.)

With SuperPen, you can filter viral posts by topic, tone, and performance, making it even easier to ride content trends before they fade.

Real Example: Applying Justin Welsh’s Strategy in Action

Let’s say you’re a YC-backed founder building a B2B SaaS tool.

Here’s what a week of LinkedIn content might look like using Justin’s format + SuperPen:

Day	Format	Prompt
Mon	Contrarian	“Cold email is overrated. Here’s what actually helped us close 3 beta users.”
Tue	Story	“I almost gave up on this startup in Month 4. Here’s what kept me going.”
Wed	How-To	“How we onboarded our first sales hire without burning $100k.”
Thu	Industry insight	“The future of B2B sales isn’t what you think.”
Fri	Reflection	“What I’d tell myself before starting a company in SF.”

Each of these can be built in minutes inside SuperPen, based on proven posts that already worked.

Final Thoughts: You Don’t Need to Be Justin Welsh – But You Can Use His Playbook

The beauty of Justin’s strategy is its simplicity and repeatability.

He didn’t go viral overnight. He showed up every day. Wrote clearly. Gave value. And let the results compound.

As a founder, this is your superpower.

You already have stories, lessons, failures, and insights worth sharing. You just need a system to package and publish them. That’s where SuperPen steps in.

Instead of spending $99/month on LinkedIn Premium to send cold DMs… invest that into content that brings opportunities to you.

Ready to Build Your Brand Like Justin?

• No more blank screens.
• No more guesswork.
• Just consistent, high-impact LinkedIn content—in minutes.

Try SuperPen for free today and start building the kind of personal brand that opens doors just like Justin Welsh did.