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+# LinkedIn Post Writing Guide
+
+Guidance for drafting LinkedIn posts promoting Data Controller (datacontroller.io).
+
+## Audience
+
+Our readers are typically:
+
+- **Technical managers and platform owners** in regulated industries (Banking, Insurance, Pharma) running enterprise SAS® estates.
+- **Data governance / data quality leads** dealing with End User Computing (EUC) risk and audit requirements.
+- **SAS developers and administrators** who maintain data pipelines and care about automation, security and auditability.
+- Occasionally **C-level / procurement** - keep business value (OpEx, risk reduction, compliance) visible alongside technical detail.
+
+Implications:
+
+- Assume competence - no need to explain what ETL, SAS, or a data warehouse is.
+- Speak to their pains: regulatory reporting deadlines, audit trails, hand-cranked ETL, EUC sprawl, OpEx, blame-games between business and IT.
+- Professional but direct tone. Avoid hype, buzzword stuffing, and exclamation-mark overload.
+
+## Structure
+
+1. **Hook** - first 1-2 lines must stand alone; LinkedIn truncates the rest behind "…see more". State the pain or the claim, not the product.
+2. **Problem** - short paragraphs describing the pain in the reader's context.
+3. **Belief / shift** - what we believe the world should look like.
+4. **Solution** - introduce Data Controller, one or two sentences on what it does (zero-code data capture, review/approve workflow, audit trail, loads into SAS / any database).
+5. **Outcome** - the concrete result (eliminated ETL flows, reduced OpEx, full lineage).
+6. **CTA** - single call to action, typically "book a Discovery Call - link in the comments below 👇". LinkedIn deprioritises posts with external links, so put URLs in the first comment, not the body.
+
+## Formatting rules
+
+- **Hashtags are written as `#tag`** (e.g. `#endusercomputing`, `#excel`, `#datagovernance`, `#sas`, `#masterdata`). Never write `hashtag#tag` - that is an artefact of copy-pasting from LinkedIn's editor UI and must be stripped/normalised to `#tag` before posting or republishing.
+- 3-5 hashtags, all lowercase, placed at the end on their own lines.
+- Use regular dashes (`-`), not em-dashes (`—`).
+- Short paragraphs (1-3 sentences) with blank lines between them - LinkedIn has no markdown.
+- No markdown syntax (no `**bold**`, no `[links](url)`) - LinkedIn renders plain text. Use CAPS sparingly for emphasis instead.
+- ® symbol on first mention of SAS® is fine; don't repeat it every time.
+- Keep total length under ~1,300 characters where possible; longer posts are fine when the story warrants it, but the hook still has to earn the "see more" click.
+
+## Media
+
+- Always attach an image - posts with images get substantially more reach. Use the same image as the feed post's `previewImg` where one exists.
+- Product screenshots work well for feature announcements; flat branded illustrations for thought-leadership posts.
+
+## Relationship to the site Feed
+
+- Feed posts (`content/feed/`) and LinkedIn posts are siblings, not copies: the site version may contain markdown links and omits hashtags; the LinkedIn version uses plain text, `#tag` hashtags, and "link in the comments".
+- When converting site → LinkedIn: strip markdown, convert links to a comment-based CTA, append hashtags.
+- When converting LinkedIn → site: strip `hashtag#` artefacts and hashtags, add proper markdown links, add front matter per the `add-feed-post` skill.