Basic Safety
Basic Safety, a professional safety training and certification provider
Context
About this project
Basic Safety operates in the B2B space, selling safety training services to companies and organisations. LinkedIn is one of the most relevant platforms for their audience, but their presence was inconsistent and reactive, posts went up occasionally without a clear strategy, voice, or content plan. They needed to build LinkedIn into a reliable channel for brand visibility and lead generation.
Challenge
The challenge
- No consistent posting cadence, content was sporadic and low in engagement
- Unclear brand voice, posts didn't feel cohesive or distinctly 'Basic Safety'
- No content strategy connecting LinkedIn activity to business development goals
- Audience was not growing meaningfully in terms of relevant B2B connections
- No measurement framework for what LinkedIn success looked like
Approach
What I did
- 1
Brand positioning for LinkedIn
Defined a clear LinkedIn brand positioning for Basic Safety, what they stand for, the problems they solve, and how they should come across to a professional audience. Translated this into a tone of voice guide and content principles.
- 2
Audience definition
Mapped the core LinkedIn target audiences: HSE managers, operations directors, HR leads, and procurement contacts at mid-to-large companies. Defined what each audience cares about, what problems they have, and what type of content would resonate.
- 3
Content pillar framework
Developed four content pillars that balance value and promotion: Safety education (practical tips, regulation updates), Company proof (case studies, client outcomes), Team and culture (people behind the brand), and Industry perspective (commentary on trends and standards). Each pillar has post formats, example topics, and a recommended frequency.
- 4
Content calendar
Built a 3-month content calendar with post ideas, copy direction, and format recommendations for each slot. Included a mix of text posts, carousel ideas, and short-form insight posts optimised for LinkedIn's organic algorithm.
- 5
Lead generation integration
Outlined a lightweight LinkedIn lead generation flow, profile optimisation, connection strategy, and how to use content to warm up prospects before a direct outreach sequence.
Results
Outcome
- Complete LinkedIn strategy delivered, brand voice, audience targeting, content pillars, and calendar
- 3-month content calendar ready for immediate execution
- Clear framework connecting content activity to lead generation goals
- Internal team has a repeatable process for ideating and producing content
- Measurement framework defined with relevant LinkedIn metrics to track
Key takeaways
- B2B LinkedIn strategy works best when it balances credibility-building content with direct value, not constant promotion
- Content pillars reduce decision fatigue and keep posting consistent when inspiration is low
- On LinkedIn, the goal of organic content is to warm your audience, not close them