Updated On: February 17th, 2025


"Work wise, we're almost always on the same page. Ali has a combination of technical and visual skills that is pretty well suited for my social media." - Navdeep S. , Founder Of NeetCode

The Challenge

NeetCode was already a recognized name on YouTube, but they were missing a huge opportunity on LinkedIn—where their ICPs hang out. While they recognized the need for posting on LinkedIn, they struggled to come up with ideas and the execution.

They needed someone who understood content creation, but more importantly: their audience and their niche. They also required a weekly content calendar so they knew exactly what was going to be posted to their company page.

The initial state: When we started working together, NeetCode had 11,000 followers, growing at just 80 per day, and LinkedIn attributed only 8.11% of the social traffic going to their website.

Coming Up With A Content Strategy

Since NeetCode already had some content on their LinkedIn, I began by figuring out the type of content that worked for their audience. This is the first step, because it saves a lot of time for both partner companies. My goal is to find out what works, so we can double down and do more of it. Sometimes, there is data on it, which in this case, there was. Other times, it requires a bit more testing.

After looking at analytics and using my own systems, I came up with 3-4 themes for the page that gave me a starting point to start crafting the content.

💡 Testing different themes of content is important on social media, but I recommend sticking to 3-4 core themes for every page. This is the key to building authority within your niche.

The goal was to position NeetCode as the go-to platform for software engineering interview preparation, even more so than it already was - meaning our core focus had to be in topics NeetCode wanted to be the authority figure in, serving LinkedIn content as top-of-the-funnel in the marketing strategy, with the goal of driving traffic to the website.

The goal was to then start utilizing these themes and craft content in different formats around them.

Turning Strategy Into Content

When it came time to execute the content, it was important to ensure that the design of the content fit the NeetCode brand, but also stepping out of the usual designs to test newer designs to see how our audience respond to it. The first 30 days involved heavy testing.

💡I usually ask clients if they'd be open to testing out new designs/visuals for graphics/videos, and even document posts. I do it in a way that follows their branding guidelines, while ensuring that the audience don't get ad fatigue.

During these 30 days, we tested out: video animations, GIFs, still images, images in video formats, and most importantly - document posts. Initially, the audience had been responding well to video animations, but like any social media, preferences change. This is why I introduced document style posts, which increased our click-through rate from 8.73% to 68.37%, in the first week of introducing them. We also saw a drastic increase in the number of reposts, comments, but most importantly - the website button click-through rate saw an increase of 24.9%, which is the hardest to convert.

Consistency was key. We made sure to post every single day, with fresh and new content, and slowly, we started seeing upwards of 300 ICP followers per day through pure organic efforts.

The formula is simple: Test -> Find what works → Do more of it.

Social Media Drives Real Business Results

NeetCode didn’t just see an uptick in followers—they saw real business results. As engagement grew, so did inbound interest. We saw a 266% increase in product inquiries in the company’s DMs in just a month of working together, and the website traffic (as seen below) coming directly from LinkedIn increased from 8.11% to 11.51%. I look forward to keep working with NeetCode to take their brand to the top of their industry 🚀

January 22

February 17