Last week, I made the case for why a content series is one of the highest-leverage things you can do on LinkedIn as a climate founder. This week: how to actually build one.

I’ll share the three types that work best in the climate space, the mechanics behind each, and which one might be best for you. By the end of this article, you should be able to pick yours and start this week.

First, what makes a good series?

Before we get into the three types, one rule: the series has to be genuinely interesting to you.

What are you already paying attention to? What do you read about for fun? What makes you open a tab at 11pm because you want to know more?

That’s your series. Because if you’re forcing it, it’ll show in week 3, and you’ll stop by week 5.

A good series also has a simple, repeatable format. Same day of the week. Same rough structure. Readers know what to expect and look forward to it. That predictability is the whole point.

Now, the three types.

Type 1: Highlight people

This is the one I do. Every Monday for almost a year, I’ve been picking a climate tech founder, mostly lesser-known people, not the ones already on every podcast, and writing about their story.

Why lesser-known? Because everyone shares the same viral clip about the same famous founder. That’s tiring to me. Finding someone doing exceptional work who hasn’t gotten the recognition yet: that scratches an itch for me.

The mechanics are simple:

Pick someone whose work genuinely interests you.

Connect with them on LinkedIn before the post goes live.

Write the post, focus on their story, not just their technology.

After it’s published, send them a message: “Hey, I wrote a post highlighting your work. Hope you like it.”

That’s it.

About 2/3 posts get reshared or commented on by people from that founder’s network, people who had never seen your content before. One post about Liz Dennett, the CEO of Endolith, brought chemical engineers and sustainable mining specialists into my orbit in a single week.

One thing worth noting: if you’re highlighting scientists or researchers, they especially love being recognised. Their work rarely gets mainstream attention. A thoughtful post about what they’re building can mean a lot, and they almost always respond.

Type 2: Highlight tech

This one works well if you’re more technical, or if your audience is.

The idea is to pick a specific technology, ideally something in your sector, and do a deep dive every week.

Not the viral “look at this amazing breakthrough” format everyone uses. That’s been done to death. Instead, pick an angle: what’s the bottleneck holding this tech back? What’s a version of this nobody’s talking about? What would it take to scale this to meaningful impact?

A client of mine runs solar software. What we started doing is highlighting unusual solar applications: balcony solar, solar fences, floating solar, solar roofs. Not the obvious stuff. The peculiar, specific, slightly surprising versions of a technology most people think they already understand.

That approach keeps it fresh. And it signals genuine expertise in his field.

And if you do want to share yet another viral video of The Ocean Cleanup or something similar? Go for it. But keep in mind: people might follow you only because of this nice video, not you, your take, or your expertise. And the moment you stop posting those viral videos, they’ll leave.

Type 3: Highlight projects

This one sits between the other two. Pick a project, a deployment, a pilot, a real-world application, and break it down weekly.

What made it possible? What did it prove? What does it mean for the sector? What would need to be true for it to happen at scale?

This works particularly well for founders and executives who want to position themselves as people who understand how climate solutions actually get built and deployed, not just how they work in theory.

It’s also a cool way to highlight different climate tech applications. Like how a school in the US turned its budget deficit into surplus AND a job magnet by installing solar. Or how AI data centers in Finland are being piloted as a heat source for residential buildings.

Obviously, make it relevant to your field.

How to pick yours

Three questions worth sitting with:

1. What format suits how you think? If you’re a storyteller, go with people. If you’re analytical, go with technology or projects. If not sure, try each and see how it feels and performs.

2. Where does your expertise actually sit? Pick the type that lets you say something nobody else in your space is saying. If twenty other people are already doing weekly technology breakdowns in your sector, find the angle that’s missing.

3. Who do you want in your audience? People series tend to pull in broad climate communities. Technology series attracts specialists. Project series attract operators, investors, and corporates looking for what’s actually working. Think of who’s the most relevant bunch in your ecosystem.

Pick one. Start simple. Commit to 4 weeks before you evaluate whether it’s working.

The series that feels slightly obvious to you is probably the one your audience has been waiting for.