Marketing Hub · Internal
Engagement playbook · 10 levers

Posts don't compound on their own. These ten levers do.

Every Rightlander post is treated as a small launch. Each lever names an owner, a clear behaviour, what not to do, and the metric that tells us it's working. Stack 4–6 of these on every post.

Jump to
01Planted first comment02Friday digest reshare from a partner03Direct DM to 5 named buyers per post04Quote-with-context (not just reshare)05Reply within 30 minutes — to everything06Conference field-report bursts07Long-form blog → LinkedIn carousel08Weekly podcast clip + transcript reply09Customer success story drops10Algorithm-aware posting cadence
01

Planted first comment

Owner: Author + one rotating teammate

Every post ships with a planted first comment from a different team member who adds a tangentially-different angle — not a 'great post Sarafina' echo. The author replies to it within 30 minutes.

Do
  • Author drafts the comment for the planter; planter rewords in their own voice
  • Planter posts within 5 minutes of the original going live
  • Author replies to the planter with a follow-up question or resource
Don't
  • Don't let the planter just say 'Spot on'
  • Don't have the same person plant twice in one week
  • Don't time-stamp 'Posted by an admin' — use a personal account
Metric First comment within 5 min · author reply within 30 min · ≥3 reactions on the planted comment
02

Friday digest reshare from a partner

Owner: Shenaly Amin (Marketing) — coordinates with Awin / Partnerize / SBC News

Every Friday, package the week's two best posts into a one-screenshot graphic and a one-paragraph blurb. Send to one named partner contact for a Friday afternoon reshare.

Do
  • Pre-clear with the partner contact on Monday what's coming Friday
  • Send a ready-to-paste post — they shouldn't have to write it
  • Tag the original Rightlander author so the engagement compounds back to them
Don't
  • Don't broadcast a generic 'reshare us' message — pick one partner per Friday
  • Don't send 5 links — pick 2 max
Metric 1 partner reshare per Friday · ≥10 reactions from the partner's network
03

Direct DM to 5 named buyers per post

Owner: Sunny / Jonathan / Sarafina (segment-led)

Within 2 hours of every post going live, the segment lead DMs 5 named buyers with a one-line context note. Not a sales pitch — a 'this might be relevant to last week's conversation' nudge.

Do
  • Maintain a rolling buyer list in Salesforce flagged with 'engaged with content' tag
  • Personalise each DM — reference their last comment, post, or conversation
  • DM is one sentence + the link. Nothing else
Don't
  • Don't paste the same DM template to all 5
  • Don't DM the same buyer twice in 30 days unless they replied
Metric 5 DMs sent per post · ≥1 reply or click per 5 DMs
04

Quote-with-context (not just reshare)

Owner: Brean Wilkinson — for regulatory posts; Nicole Mitton — for customer-success posts

When a teammate reshares the post, they add 60–80 words of new context — a related regulator update, a customer story, a contrasting view. The reshare becomes its own post.

Do
  • Add a real angle — 'I saw this in our scanning data last week'
  • Tag the original author and one third party (regulator handle, partner)
  • Include a question that invites a reply
Don't
  • Don't just write 'Worth a read' — that signals to the algorithm you have nothing to add
  • Don't reshare more than 2 of your own teammates' posts per week — looks coordinated
Metric ≥2 reshares per week with new context · each reshare gets ≥5 comments
05

Reply within 30 minutes — to everything

Owner: Post author

Every comment in the first 90 minutes gets a reply from the author within 30 minutes. Substantive replies — questions, resources, names. The algorithm reads early-engagement velocity.

Do
  • Set a 30-min calendar block after every post goes live
  • Reply with a question — 'have you seen this in [specific market]?'
  • Tag a teammate who's the right person for the next answer
Don't
  • Don't reply with 'thanks!' — that's a dead-end for the algorithm
  • Don't reply 6 hours later. Velocity matters
Metric 100% of comments in first 90 min get an author reply · avg reply length ≥25 words
06

Conference field-report bursts

Owner: Laila Walker (Events) coordinates · author varies

During every conference, ship 3 short LinkedIn posts — one each day — from the floor. Photo + 80–120 words + one named takeaway. Real-time, not curated.

Do
  • Use the iPhone, not a designed graphic — authenticity wins
  • Name the panel, the speaker, the room
  • Include one 'I disagreed with X because…' to invite debate
Don't
  • Don't post a 'we're at the booth' photo without a substantive observation
  • Don't wait until day 3 to ship — front-load on day 1
Metric 3 posts per conference · ≥1 booked meeting per conference attributed to the field-report posts
07

Long-form blog → LinkedIn carousel

Owner: Brean Wilkinson + content team

Every long-form blog gets repackaged into a LinkedIn-native carousel within 7 days. 8–10 slides. Text-heavy, one image per slide. Posted by Sarafina or Ian — not the marketing account.

Do
  • First slide is the hook, last slide is the CTA — 'read the full piece'
  • Each slide stands alone — readable without context
  • Use the same 4 brand colours throughout
Don't
  • Don't post the carousel from the company page — it underperforms a personal account by 4–10x
  • Don't make every slide look the same — vary the layout
Metric 1 carousel per long-form blog · ≥500 impressions per slide on average
08

Weekly podcast clip + transcript reply

Owner: Shenaly Amin

Pull one 60–90s clip from the weekly podcast. Post on LinkedIn with the clip + a 200-word transcript-as-quote. Tag the guest. Drives reshare from the guest's network.

Do
  • Pick the most quotable line — the one a buyer would screenshot
  • Subtitle the clip — 80% of LinkedIn video plays muted
  • Post Tuesday or Wednesday — when the podcast goes live in the feed
Don't
  • Don't pick the longest, most meandering clip
  • Don't post without subtitles — it tanks watch-time
Metric 1 clip per podcast episode · ≥1 reshare from the guest · ≥30s avg watch-time
09

Customer success story drops

Owner: Nicole Mitton

Once a month, Nicole writes a 'three things our customers solved this month' post. No company names — pattern recognition. Functions as social proof without breaching NDAs.

Do
  • Anonymise but be specific — 'a UK-licensed iGaming operator' not 'a customer'
  • Lead with the problem, not the solution
  • Include one number — 'we found 47 unauthorised bonus pages in 9 days'
Don't
  • Don't do a quarterly recap — monthly is the rhythm
  • Don't write a case study masquerading as a post — keep it punchy
Metric 1 post per month · ≥3 inbound demo requests cite the post in the first call
10

Algorithm-aware posting cadence

Owner: Shenaly Amin (calendar lead)

Each named LinkedIn account ships exactly 3 posts per week — Mon, Wed, Fri. No more. Spaced 36+ hours apart. The algorithm penalises back-to-back posts from the same account.

Do
  • Schedule via the calendar.html page — stick to the slots
  • Mon = pattern recognition · Wed = product/customer · Fri = field/event
  • If a post over-performs, hold the next post by 24 hours
Don't
  • Don't ship 5 posts in a week to 'make up for' a quiet week
  • Don't double-post on the same day from the same account
Metric 3 posts/week/account · zero same-day double-posts · 80% adherence to Mon/Wed/Fri slots
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