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One system · Content

Your expertise should be working harder than you are.

Fimiliar turns what your experts know into content that builds Fimiliarity with the market you want to reach.

Talk to us about content See the whole system
Jonathan Peters-Newman, co-founder and Head of Content of Fimiliar
Led byJonathan Peters-NewmanCo-founder and Head of Content

01What we do

What we do.

From what your experts know to who is paying attention, in five steps.

  1. We extract the thinking.

    A 45-minute interview, once a week. You talk. We listen.

  2. We find the ideas worth publishing.

    What already happened: the meeting, the client conversation, the call you almost got wrong.

  3. We turn them into consistent expert-led content.

    Written from how you talk, so it sounds like you, not like a brand.

  4. We distribute that thinking into the market.

    Under your partners' own names, where your buyers already read.

  5. And we track who starts paying attention.

    Who saw it, who engaged, who came back, and which accounts appeared.

02The method

It sounds like you, because it starts with you.

Content at Fimiliar is led by co-founder and Head of Content Jonathan Peters-Newman, an expert in personal branding, storytelling, content and ghostwriting that sounds like you.

His method starts from one idea: content is documentation, not creation. Everything worth publishing already lives in your head. So you never get a blank page. We interview you, write from how you talk rather than what you have posted before, and hold every draft to one test.

  1. 01

    One positioning line

    Agreed before anyone writes a word. Every post radiates from it.

  2. 02

    The weekly interview

    45 minutes. Questions in advance, or straight in, whichever suits you.

  3. 03

    Spoken over written

    Your voice comes from the transcript, not from your old posts.

  4. 04

    Documentation, not creation

    The meeting that changed your mind. The hire you almost made.

  5. 05

    The brand-account rule

    Could the firm's page have posted it? Then it isn't yours yet.

The method in full, in his own words

03The rule

If a brand account could have posted it, the personal account shouldn't.

A rule in our own production system. The same expertise, written two ways.

Before · the brand voice

We are delighted to announce the launch of our 2026 Operations Outlook. Our team explores the key trends shaping supply chain resilience. Download the full report via the link in the comments. #Operations #Insights

A brand account could have posted this.

After · the partner's own words

Three finance directors asked me the same question this month: should we move suppliers closer to home? I told all three the same thing. Not yet. Here's what I'd fix first, and why it costs less than the move.

Only one person could have posted this.

Both posts are illustrative. The second has a person in it, a moment that happened and an opinion you could disagree with. More in the piece on ghostwriting agencies.

04Why it works

Buyers say so themselves.

  1. 64%

    trust thought leadership over marketing materials.

    Source Edelman and LinkedIn, "2025 B2B Thought Leadership Impact Report", June 2025.Base: 1,934 executives, US. Self-reported attitudes, not observed behaviour.

  2. 79%

    more likely to advocate in an RFP for firms whose people show up as consistent thought leaders.

    Source Edelman and LinkedIn, 2025, as above.Same base and caveat.

05What we watch

It is not content for content's sake.

We care about:

Six readings from one piece of content One piece of content on the left. Six threads lead from it to six readings on the right: who saw it, who engaged, who came back, which accounts appeared, who visited the website, and which conversations followed. Each reading is an empty node until it is known. Content Who saw it. Who engaged. Who came back. Which accounts appeared. Who visited the website. Which conversations followed.
Six readings · each one is a dashed node until it is known. Where we are not confident it stays empty.

Content · one of the eleven channels

What it is
Partners publishing what they know, mostly on LinkedIn.
What it builds
Recognition for your thinking.
How fast it works
Slow to start, then it compounds.
Best for
Being known for what you know.
On its own
You get attention, but you do not know who is paying it. That is why we watch the six.

All eleven channels, side by side

06The point

The point is not

To become an influencer.

The point is

To become fimiliar to the right people.

07Where it sits

One part of one system.

Content is one of the ways the system gets you known, the first of its four stages. What it starts, the other three finish.

See the whole system

08Questions

What partners ask about content.

Short answers about why and how we write.

or pick the ones to ask your AI

How do I turn expertise into content?

Start with the thinking, not the format. Draw out what your experts actually believe, find the ideas worth publishing, turn them into consistent expert-led content in their own voice, distribute it where your buyers are, and track who starts paying attention. That is the content work Fimiliar does, led by co-founder and Head of Content Jonathan Peters-Newman.

What LinkedIn content strategy works for consulting firms?

One built around your experts and aimed at the people you want to win, not at reach. Partners post consistently, in their own voice, on the problems their buyers face; the firm takes part in the conversations around those posts; and someone tracks who saw it, who engaged, who came back and which accounts appeared. The point is to become fimiliar to the right people, not to become an influencer.

Does thought leadership work for consulting firms?

The research points that way. In Edelman and LinkedIn's 2025 B2B Thought Leadership Impact Report, 64% of executives said they trust thought leadership over marketing materials, and 79% said consistent thought leaders make them more likely to advocate for a firm in an RFP. Both are self-reported attitudes from US executives, so hold them lightly; the direction is still clear.

LinkedIn ghostwriting agency or lead generation agency: which do we need?

A ghostwriting agency if the job ends at the writing: posts, articles or a book in a partner's voice. A lead generation agency if you need conversations with the firms you want to win. Fimiliar does both as one job: the writing goes out under your partners' names, and we track who in each buying group reads it and what the next step should be.

Next step

Turn your expertise into market visibility.

Bring the question. Thirty minutes on your firm and the clients you want to win, to see if you qualify.

Talk to us about content