📘 5-3-1: AI-proof content, LinkedIn buzzwords, Jodie Cook

Welcome to the 3rd issue of Content Playbook by Kleo.

This week you’ll get:

This newsletter is brought to you by Kleo, the #1 AI personal brand tool.

Before you dive in...

International Women’s Day was March 8th!

I know that was a few weeks back now, but that’s when I’m writing this.

So in celebration, we’re dedicating this entire issue to an array of standout women in the content creation space.

Enjoy :)

The Announcement Post.

Use them to launch a new business, product, service, or podcast (like Amanda below). You can also announce when you’re hiring, when you hit a milestone, or when you sign a dream client.

The options are almost endless. But use these posts sparingly to maximise impact – e.g. once every 90 days.

Here’s a template to get you started:

I'm finally launching [project type] I should've launched [years/months] ago:

[Project Name].

(Relatable/Self-deprecating aside – optional)

[Collaborator/co-creator – if applicable] and I first started talking about [core concept] in [year].

Since then, the idea's taken on a life of its own. It's shown up in [place 1], [place 2], and [place 3]. [Example of how far idea/concept has already spread].

The signal is clear: [your audience] needs more [resource type] like this. [Specific format 1], [specific format 2], and [specific format 3] from people actually doing the work.

That's what I'll be covering on [the project].

[Name of thing] is built for [specific audience] who want [desirable outcome] without relying on [common tactic you're positioning against].

What to expect:

- [Format detail 1]
- [Format detail 2]
- [Format detail 3]

For now: [What's available right now]. [What's coming next and when].

[Simple CTA: where to find it].

[Image that matches the post]

Notice the simple promise Brianna uses in her hook: 

“One of the best things you can do for your career...”

Terms like: hiring, career, remote work, interviews, layoffs, and burnout – all appeal to a broad audience on LinkedIn. Which is Brianna’s goal. She wants as many people as possible to know that she’s growing her team.

Experiment with non-niche terms in your hooks when your goal is to maximise reach.

Here’s a template to get you started:

One of the best things you can do for your [area of life/career/system] is get comfortable [doing this specific thing]:

[Ready-made phrase/unconventional path 1]
[Ready-made phrase/unconventional path 2]
[Ready-made phrase/unconventional path 3]
[Ready-made phrase/unconventional path 4]

I used to think [doing this thing] would [negative consequence you feared]. But 99x out of 100, it's actually [positive outcome you experienced].

[Brief personal/professional update that connects to the topic]. 

And as [context for what you're building/doing now], I'm not looking for [the obvious/expected trait/method]. I'm looking for [people/tools/methods] that [embody what you just advocated for].

The “common mistakes” format crushes for virtually any niche.

Highlighting pitfalls to avoid taps into a powerful cognitive bias known as loss aversion – i.e. people are twice as motivated to avoid a loss than they are to pursue an equivalent gain.

Here’s a template to get you started:

I see the same [platform/area] [mistakes/problems] every single day:

- [Mistake 1].
[Why it fails/Good or bad example]. [Practical advice].

- [Mistake 2].
[Why it fails/Good or bad example]. [Practical advice].

- [Mistake 3].
[Why it fails/Good or bad example]. [Practical advice].

- [Mistake 4].
[Why it fails/Good or bad example]. [Practical advice].

- [Mistake 5].
[Why it fails/Good or bad example]. [Practical advice].

Your [the thing you've been critiquing] is your [what's really at stake].
[One sentence elevating why it matters more than they think].

[Direct prompt asking the reader to evaluate their current approach]. 

Be honest... [Closing question that makes them self-reflect]?

[Image that matches the post]

In 2026, anyone can pump out raw information like a content factory. 

Plain tips, tactics, and frameworks are now a commodity. So if your content strategy relies on just sharing “practical” information, then it’s a race to the bottom.

Here’s a template to get you started:

Your [team/department/strategy] is [driving impressive metric] this year. But your [key person/strategy] is [driving low metric].

The solution isn't to [obvious but wrong approach] because that just [briefly example why it’s a mistake].

Instead, [briefly sum up your alternative solution].

A few strategies that I use with [client type]:

1. [Step/Strategy 1]
[Tips/Sub-steps/Questions].

2. [Step/Strategy 2]
[Tips/Sub-steps/Questions].

3. [Step/Strategy 3]
[Tips/Sub-steps/Questions]

Outcomes:

[List benefits or state key desirable outcome].

[Key takeaway that reframes this core distinction].

[Question for audience or call to action].

You don’t need to share your own story or expertise every single day.

Use curation like a pressure release valve. 

Curate insights, quotes, stats, or a list of notable creators in your space (like Anisha does below). 

You’re effectively saying to the reader, “I’ve done the hard work of curating these valuable resources so you don’t have to.” This builds authority by association. And can boost your reach when the creators you mention engage with your post.

Here’s a template to get you started:

You don't need an [intimidating credential] to [learn/do desirable thing].

These [X] LinkedIn creators make it easy for you:

1. [Name]: [Brief summary of what they do].
2. [Name]: [Brief summary of what they do].
3. [Name]: [Brief summary of what they do].

Tag someone who deserves to be on this list. Who should be #[next number]? Comment below.

[Relatable text image to act as a ‘billboard’ for your post]

Stop writing from scratch. 

Instead, mine your own top-performing posts for repeatable patterns. Then turn these posts into reusable templates that you can rinse and repeat.

Here’s how:

This simple messaging framework highlights the difference between failure and success framing.

Growth consultant Erica Schneider calls it “Elevating the Problem.”

Here’s how it works:

Failure-oriented messaging appeals to LESS advanced buyers looking for a cheap fix - examples:

Success-oriented messaging appeals to MORE advanced buyers looking for premium expertise - examples:

Every content creator should have one recurring micro-series that brings people back week after week. 

Think:

Not only does a repeatable series foster loyalty with your followers. But it also relieves you from having to come up with 5+ fresh ideas each week.

Jodie started a digital agency when she was just 22. 

Her business plan was simple: “Get clients.”

Since then, she’s:

And today, she runs her business while competing internationally as a powerlifter, and writing for Forbes.

Let’s dive in.

There are a million ways to grow a LinkedIn following and build an audience. Thousands of different business models and ways of achieving success. But only one thing successful people agree on:

Don't give up.

The main mistake I see creators making is giving up too soon. Often right before it gets good.

I ask my customers two questions: 

1. "What's your one biggest challenge related to [my topic]?"
2. "If you could wave a magic wand in your business, what would you wish for?" 

Those answers give me years of content ideas. 

I can put "How to" in front of the answer and that's an idea for a LinkedIn post or a webinar. 

I decoupled social media metrics from my sense of self-worth. 

I became a student of the game, studying the data instead of letting a low-performing post bring me down. 

I'm happy to run experiments. I don't put pressure on anything to do well. I'm having fun and not taking myself too seriously.

Writing is my superpower and my professional responsibility. 

I hire people and use AI to take care of everything else so I can create. 

Hand me a Word document and watch me go! For admin, processes and systems, I delegate and outsource to awesome people for whom they are superpowers.

I study LinkedIn hooks that compel me to click "read more" and I think about what made them so compelling. 

I ask Lara AI (a LinkedIn coach based on Lara Acosta, that she made with Coachvox). 

I read my post back to figure out the most intriguing or surprising part and decide the hook. 

I imagine my dream client reading the hook and predict their reaction. 

I'd rather not post something than send it out with a hook I'm not proud of.

I create in the morning, before looking at any notifications. 

My iPhone is a portal to another world, and when I write, I want to stay in my world. 

The longer I go before checking my WhatsApp, emails, or LinkedIn, the more I can create from my subconscious. 

We have all the ideas, we just need stillness and clarity to draw them out.

Know exactly who you are talking to and don't try to talk to anyone else.

Understand this is a long-term game that you won't figure out straight away.

Don't underestimate consistent daily progress. Don't get sidetracked by people who are not on track themselves.

Show up and do the work even when you don't feel like it. Especially when you don't feel like it.

I'm all in on Coachvox: making AI versions of coaches using their content.

I love working with top coaches and consultants, helping them make infinitely more impact without working more. 

Every day, a Coachvox customer surprises me with something cool their AI has done for their clients and business.

Their AI does the work, they get the credit. We're living in the future!

Thank you, Jodie!

Make sure to follow Jodie Cook on LinkedIn.

Thanks for reading, and until next week!

Did you miss it? I posted 7 of the Best Hook Templates on LinkedIn earlier this week +4 other insightful posts.

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BTW – Ever struggle to ideate and write consistently on LinkedIn? 

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