Endpoint LinkedIn Content System

This PDF is the pitch deck I built for Endpoint Clinical's marketing leadership to refresh their LinkedIn presence. It packages the entire system—narrative arc, calendar, creative specs, KPI tree, and reporting workflow—so a lean team could execute without asking me for more context.

The deliverable lives as a modular toolkit: marketing can grab the thought-leadership ladder, sales can reference the CTA tables, and executives can see how every post ladders into MQL targets.

Endpoint needed a LinkedIn plan that:

• Highlights RTMS expertise: showcase the clinical ops team, not just product releases
• Works for lean teams: 1 designer + 1 copywriter should execute the entire cadence
• Blends organic and paid: organic builds credibility, paid drives demo forms
• Proves ROI fast: leadership wanted leading indicators before committing media budget
• Respects regulated messaging: no medical claims, clear compliance guardrails

1. Messaging Ladder

Defined three narrative tiers (Vision → Proof → People) with sample hooks and CTA pairings so every post reinforces Endpoint's role in modern trials.

2. Content Assembly Line

Built a swimlane diagram outlining how briefs move from SME interviews → copy → design → approvals → publishing, including SLA targets for each stage.

3. Format Library

Outlined 6 hero formats (carousel, stat card, founder POV, lab spotlight, motion bumper, AMA clip) with aspect ratios, motion notes, and accessibility requirements.

4. Paid Boost Layer

Added rules for which posts get sponsored, how to split spend between retargeting and lookalike audiences, and how to rotate UTMs.

5. KPI Tree + Dashboard Spec

Mapped platform metrics to business outcomes (e.g., saves/comments → SQL velocity) and provided a Looker Studio wireframe to track them.

• Monday: Carousel explaining how RTSM keeps a blinded study on track, includes CTA to download the competitive playbook
• Wednesday: Exec POV selfie video + caption about reducing trial drift, trimmed to 45 seconds for repurposing
• Thursday: Stat card with a data bite from Endpoint's CRO partners, boosted to life-science operations personas
• Friday: People spotlight featuring product + customer success teams, links to recruiting landing page

Each post is tagged with an objective (awareness, trust, action) so reporting ties back to funnel stage.

• Executives want systems, not calendars: map the workflow and KPIs first; dates fall into place
• Regulated industries need reusable copy blocks: messaging ladders cut review time in half
• Paid + organic must share creative: template families keep frequency high without burning designers
• Dashboards sell the idea: a simple Looker mock beats a paragraph of analytics explanation
• UTMs are the quiet hero: the deck includes routing logic so sales ops trusts the attribution