The format behind 220,000+ impressions across my clients’ and my own posts.
The founders who build lasting audiences on LinkedIn all share one habit: they don’t post reactively. They build a series.
I’ve ghostwritten over 2,000 LinkedIn posts for climate tech founders. My best clients all have a recurring content series.
Many founders approach LinkedIn the same way.
A conference happens, they write about it.
A funding round closes, they announce it.
Then they go quiet for 2 weeks until the next thing happens.
That kind of posting doesn’t grow your brand as effectively over time. It just fills a feed.
A content series, however, is a great way to show your expertise while keeping it fresh and engaging. One simple, repeatable format, published on a consistent schedule, does more for your authority than 50 random posts ever will.
This guide covers what makes a series work, the 3 formats that perform best in climate tech, and a step-by-step process for building yours.
What makes a content series actually work
Not every idea deserves an “evergreen series” label. The ones that do share 4 things:
1/ Genuine interest. The series has to interest you, not just your audience. What do you already pay attention to? What pulls you down a rabbit hole at 11pm? What industry news do you open before your email?
That’s your series. If you’re forcing it, it’ll be obvious.
2/ A repeatable format. Same day of the week. Same rough structure. Same approximate length. The repetition isn’t laziness. It’s the point. It trains your audience to anticipate you. Instead of stumbling across your content, they start looking for it.
3/ A specific angle, not a broad topic. “Solar energy” is a topic. “Unusual solar applications many people have never heard of” is a series. The narrower the angle, the stronger the authority signal. Breadth is for textbooks. Depth is for thought leaders.
4/ A name. Give the series an identity before you publish the first post.
Climate Founder Mondays (that’s mine).
The Solar CEOs Worth Knowing (my solar client).
The Water Tech Ecosystem Highlights (my water tech client).
A named series is more likely to be remembered, shared, and followed. It also holds you accountable. You’ve promised a named thing. Now deliver it.
The 3 content series formats that work best in climate tech
Type 1: The People Series
Writing about founders and researchers in your ecosystem grows your network while it builds your audience.
This is the most social of the three and, for many founders, the most natural starting point.
Pick a person worth knowing: a founder, researcher, or operator doing exceptional work. Write about their story once a week.
The mechanics:
- Connect with them on LinkedIn before the post goes live
- Write about their work, focusing on the story rather than just the technology
- After publishing, send a short message: “Hey, I wrote a post about your work. Hope you like it.”
That’s it.
About 2 out of 3 posts written this way get reshared or commented on by people from that person’s network, people who’d never heard of you before. I wrote about Liz Dennett, CEO of Endolith, working on sustainable mining. Chemical engineers and sustainable mining specialists started connecting with me that week. None of them were in my orbit beforehand.
There’s also a quieter benefit. When you consistently spotlight exceptional work in your ecosystem, your audience starts to see you as someone with a finger on the pulse of the industry. You earn that reputation without having to claim it.
Researchers and scientists especially appreciate being recognised. Their work rarely gets mainstream attention. A thoughtful post about what they’re building can mean a lot. They almost always respond.
Who it works best for: Founders who are naturally curious about people, those still building credibility in the space, and anyone whose audience benefits from a broad climate community. The People Series has the widest reach of the three.
The main risk: If your audience skews deeply technical, a founder spotlight may not deliver the substance they’re looking for. In that case, pair it with one of the formats below.
Type 2: The Technology Deep Dive
Picking the niche angle on a familiar technology signals more expertise than the obvious takes.
This format works well for technically-minded founders, or those whose audience skews specialist.
Pick a technology within your sector and do a focused breakdown once a week.
The key word is focused. The “look at this amazing breakthrough” format has been done to death. So has resharing the same viral videos (seriously, it’s not original).
What signals genuine expertise is the angle nobody else is taking.
One client of mine runs solar software. We didn’t write about solar broadly. We started highlighting unusual solar applications: balcony solar, solar fences, floating solar, solar-integrated roofing AND how it could become a new offer for the installers. Not the obvious stuff. The peculiar, specific, slightly surprising versions of a technology many people think they already understand.
That keeps the content fresh week after week. And it signals depth in the field, the kind that attracts specialists and serious buyers, not just people who like clean energy content on principle.
If you can pick an angle that makes your audience think “I didn’t know that existed,” you’re on the right track.
Who it works best for: Technical founders, those whose buyers are specialists, and anyone whose credibility depends on being the most informed person in the room on a specific technology.
The main risk: Niche content can narrow your audience if the angle is too obscure. The goal is specific, not inaccessible. You want specialists to engage and generalists to learn something surprising.
Type 3: The Project Breakdown
Analyzing actual deployments positions you as someone who understands how climate solutions get built, not just how they work in theory.
This format sits between the other two. Practical, evidence-based, and particularly effective for founders who want to attract execs, investors, and enterprise buyers.
Pick a deployment, pilot, or live project and break it down weekly.
What made it possible? What did it prove? What would it take to replicate at scale? What does it tell us about where the sector is heading?
A school in the US that turned a budget deficit into a surplus and a job magnet by installing solar. AI data centers in Finland being piloted as heat sources for residential buildings. These examples are fascinating to the kind of audience that makes decisions, and they position you as someone who understands how climate solutions actually get built, not just how they work in theory.
That distinction matters more than many founders realise.
Who it works best for: Founders targeting operators, investors, and enterprise buyers. Also strong for anyone building in a sector where proof of concept is the main buying objection.
The main risk: This format requires consistent research to stay fresh. If you’re short on time, the People Series is easier to maintain week over week.
How to build your content series
Once you’ve picked a format, here’s how to go from idea to live series.
Step 1: Pick your angle.
Choose your format, then narrow it to a specific angle within that format.
Not “write about climate founders.” Pick a specific lens: founders working on solutions that don’t get press attention.
Not “cover solar technology.” Pick a specific niche: unusual solar applications that most engineers haven’t seen deployed.
The more specific the angle, the easier it is to produce week after week. Vague angles stall. Specific ones generate ideas automatically.
Step 2: Name your series.
Give it an identity before you publish anything. Climate Founder Mondays. The Floating Solar Report. Grid Stories.
A name signals commitment to your audience, makes the series shareable, and holds you accountable. Keep it simple: one or two words, plus a cadence marker if you publish weekly.
Step 3: Build your template.
Every post should follow the same rough structure. This is what makes the series recognisable and easy to produce.
For a People Series: why this person matters → what they’re working on → one surprising detail about their work → why it matters for the sector.
For a Technology Deep Dive: the specific application → why it differs from the obvious version → one example from the field → what it signals about where the technology is heading.
For a Project Breakdown: the project overview → what made it possible → what it proved → what it would take to replicate at scale.
Write this template down. Use it every week. The format is the product.
Step 4: Build your idea bank.
Before you publish the first post, write down 20 or more ideas. Keep adding to it over time.
This matters because the moment you’re scrambling for a topic on a Tuesday afternoon is the moment the series dies. Twenty ideas in a doc means Tuesday is never a problem.
For a People Series: go through your LinkedIn connections and recent follows. Who’s doing work many people don’t know about?
For a Technology Deep Dive: set up a Google Alert for your technology plus “unusual applications” or “unexpected uses.” Read it once a week.
For a Project Breakdown: follow sector databases, press releases, and industry reports. Track what’s been deployed in the last 6 to 12 months.
Step 5: Set your schedule.
Pick one day. Commit to it. Publish on that day every week for 4 weeks before you evaluate anything.
Monday and Tuesday perform best on LinkedIn for B2B audiences. But consistency is better than over-optimisation. The day you can reliably produce is the right day.
Step 6: Write your first 3-4 posts before you publish the first one.
This is the most counterintuitive step, and the most important.
If you write post 1 and publish immediately, you’re under weekly pressure from day one. If you write posts 1 through 4 before you publish post 1, you have a month of runway.
That runway is what separates the series that runs for a year from the series that runs for 3 weeks.
Step 7: Announce it.
When you publish post 1, tell your audience what you’re doing. “I’m starting a weekly series where I [describe the series]. New post every Monday. Follow along.”
One sentence. It creates anticipation, signals commitment, and gives people a reason to follow rather than just like.
Or, if you’re feeling spicy, introduce the series as a whole in a separate post.
How to choose your format
Okay, I hear you ask, “Roman, I’m torn between these formats. What do I do?”
I got you.
Four questions to ask yourself:
What format suits how you think? Storyteller → People Series. Analytical → Technology Deep Dive or Project Breakdown. Unsure → try each for 2 weeks and see which one feels natural.
Where does your expertise actually sit? Pick the format that lets you say something nobody else in your sector is saying. If many others are already running weekly technology breakdowns in your vertical, find the angle that’s missing.
Who do you want in your audience? People Series attracts a broad climate community. Technology Deep Dive pulls specialists. Project Breakdown attracts operators, investors, and enterprise buyers.
Will you ever run out of ideas? This matters more than it sounds. I’ve been running Climate Founder Mondays for almost a year. Around 35 founders covered, and I’m nowhere near running out, because there are thousands of climate tech founders doing exceptional work that many people have never heard of. The same logic applies to technologies or projects in any climate vertical. A series that can run indefinitely beats a clever one-off every time.
Pick one format. Start this week.
Pick one format. Keep the template simple. Write the first four posts before you hit publish.
And if you’re still stuck? Pick whatever attracts you now. Experiment with it 2-3 times. If you love it, great. If you hate it, try the next format. And feel free to ignore Step 6 in this case.
Overall, the series that feels slightly obvious to you is probably the one your audience has been waiting for. You already know this space. You already pay attention to it. You don’t need a strategy deck. You need a format and a starting point.
Pick yours, and start.