PayPal posted a job offering up to $240,000 for somebody to create LinkedIn content for their CEO, and around the same time a LinkedIn executive confirmed that less than 1% of active users create content on a monthly basis. We connect those two facts and unpack the math that makes the salary rational rather than crazy. The shortage of people posting is a supply and demand gap, and that gap is why even average content on LinkedIn still gets in front of a lot of people. For executives, founders, and marketing leaders deciding whether posting is worth the time, we show how to price the reach you are giving up and how to use the window before it closes.
What you will learn
- The ad math behind the salary: LinkedIn ads run about $30 to $80 per thousand impressions when you target higher level buyers, CEO content can do 50,000 to 500,000 impressions per post, so a post at 100,000 impressions is worth roughly $3,000 to the company.
- How a daily poster in that range creates over a million dollars in value against a $240,000 salary, which is why a company like PayPal makes the offer in the first place.
- The supply gap in plain numbers: 8 to 25% of users create content on other platforms, versus less than 1% on LinkedIn, meaning 99% of people who show up each day are only consuming.
- What thought leadership content actually means here, which is simply sharing your expertise, and why a professional platform means everybody has something worth sharing.
- What the PayPal role really is: somebody whose job is to extract the knowledge already in the CEO's head and put it into a format people will read on LinkedIn.
- Why you do not have to be good yet. Mediocre LinkedIn content still gets seen right now, so you collect reach while you learn, until the point where followers and connections start rolling in.
- Where the leverage sits once you are posting: choosing topics and writing hooks, then pairing content with connection requests to active decision-makers so the people you add are the ones who engage and push your posts further.
If you want help turning what your team already knows into posts that reach the right buyers, book a call and we will walk you through it.
