Where Should You Publish Your Content? Complete Guide for Executives

The Core Thesis

“Written content builds authority. Visual content builds audience.”

If you’re an executive, entrepreneur, or business owner, your goal isn’t to have followers — it’s to have clients, partners, and investors who trust you.

The difference between those who build solid businesses and those who just accumulate vanity metrics lies in where they publish their content.

---

The Problem with Visual Platforms

Many executives make the mistake of investing time on Instagram, TikTok, or YouTube thinking they need to “be where the people are.” But there’s a fundamental problem:

Visual platforms attract audiences looking for entertainment, not purchasing decisions.

The Inverted Funnel

Instagram/TikTok: 100,000 followers → 100 leads → 1 client
LinkedIn/Newsletter: 1,000 followers → 100 leads → 30 clients

You don’t need millions of followers. You need the right people reading you.

---

Why Written Content Wins

The Screenshot Test

If your content can be understood in a screenshot that someone shares via WhatsApp, you’re on the right platform.

• ✅ A LinkedIn post about leadership → Gets shared
• ✅ An X thread about your industry → Gets shared
• ✅ A paragraph from your newsletter → Gets shared
• ❌ An Instagram reel → Gets lost in the feed

The 3-Year Rule

Platform	Is your content from 3 years ago still working?
Newsletter	✅ Yes — It’s on your list, you can re-send
LinkedIn	⚠️ Partial — Profile visible, posts buried
X	⚠️ Partial — Threads can be pinned
Instagram	❌ No — Buried forever
TikTok	❌ No — Algorithm only favors new content

Written content is an asset. Visual content is an expense.

The Real Cost of Video

For a busy executive:

Format	Production Time	Consumption Time	Ratio ⓘ
LinkedIn Post	30 min	2 min	15:1
Newsletter	2 hrs	5 min	24:1
YouTube Video	8+ hrs	10 min	48:1
Instagram Reel	2 hrs	30 sec	240:1

Your time is worth too much for low-return formats.

---

Discover Your Ideal Platform

Answer these 7 questions and discover where you should focus your digital presence:

Where Should You Publish Your Content?

Discover your ideal platform in 7 questions

Question 1 of 7

What do you want to achieve with your digital presence?

Attract clients and close salesGenerate qualified leads and business opportunities

Position myself as an industry expertBe recognized as an authority in my field

Connect with investors or partnersBuild high-level strategic relationships

Build a community around my ideasCreate a group of engaged followers

Next

---

Written Platform Comparison

LinkedIn: Your Primary Territory

Aspect	Detail
Best For	Professional networking, B2B, executive positioning
Ideal Frequency	3-5 posts/week
Relationship Type	Public → Professional
Audience	Decision makers, recruiters, potential partners

When to choose LinkedIn:

• Your ideal client is C-level or director
• You sell high-value services
• Your industry is B2B or professional services
• You want to attract talent as well as clients

Newsletter: Your Own Asset

Aspect	Detail
Best For	Depth, direct relationship, lead nurturing
Ideal Frequency	1-2 per week
Relationship Type	Private → Intimate
Audience	Committed people who chose to receive your content

When to choose Newsletter:

• Your expertise requires depth
• You have digital products or courses
• You want to build an asset that doesn’t depend on algorithms
• You sell in long cycles that require nurturing

X (Twitter): Real-Time Conversation

Aspect	Detail
Best For	Quick ideas, real-time conversation, industry connection
Ideal Frequency	1-3 posts/day
Relationship Type	Public → Intellectual
Audience	Tech, startups, thought leaders, journalists

When to choose X:

• Your industry is tech or startups
• You enjoy debate and controversial ideas
• You want to build relationships with other thought leaders
• Your style is concise and direct

---

The Modern Executive’s Content Stack

For maximum impact, consider a multi-platform strategy where content flows like this:

Newsletter (deep content)
    ↓
LinkedIn (excerpts and highlights)
    ↓
X (ideas and conversation)

How to Repurpose Your Content

• 1 Newsletter → 5 LinkedIn posts + 1 X thread
• 1 X thread → 3 LinkedIn posts
• 1 viral LinkedIn post → Newsletter expansion

---

Calculate Your Content ROI

Before investing time or money in content, make sure the numbers make sense:

Content Investment Calculator

How much does it cost you to create consistent content?

📊 Enter your data

Currency:

🇲🇽 MXN🇺🇸 USD

Average ticket per clientHow much is a typical client worth?

Expected monthly leads from contentQualified contacts you expect to generate

Your hourly valueOpportunity cost of your time

---

Additional Tool: Audit Your LinkedIn Profile

If LinkedIn is your main platform, make sure your profile is optimized. Use our LinkedIn Scorecard to evaluate your presence across 7 key categories.

---

Next Steps

If you don’t have time to execute this strategy:

At Mazkara Studio we write for you. Professional ghostwriting for executives and entrepreneurs who want to build authority without sacrificing their time.

---

Summary

1. Written content builds authority — Visual builds ephemeral audience
2. LinkedIn is the natural territory for B2B executives
3. Newsletter is your most valuable asset — Doesn’t depend on algorithms
4. X is ideal for tech and startups — Real-time conversation
5. Content is reusable — One newsletter feeds multiple platforms
6. ROI is measurable — Calculate before investing

Your next client is searching for you on Google. The question is: what will they find?