As Paul explains to us in the episode, he’s been posting daily since 2009.

From our point of view, he seems to have found a magic formula. But he’s not doing it for vanity metrics or to go viral. Instead, for Paul, he says his constant posting is “a form of educational soft selling.”

“I'm increasingly finding myself in an industry that is about data,” Paul explains on Legends of Adtech. “It's about ad operations. It's about product. These are all areas that aren't necessarily core competencies for me. I'm a salesperson. I'm great at telling stories and building relationships.”

In this guide, we’re going to break down Paul’s attention-grabbing secrets, and share a few tips of our own. At the other end of it, you’re going to be an attention expert… and you’ll be surprised at just how simple it really is.

Be consistently present, not presenting

Paul’s daily presence on LinkedIn means his network sees and hears from him regularly. In a noisy, algorithm-driven environment, that familiarity compounds over time until it becomes trust. 

It’s not a new concept, by any means. The ‘Rule of 7’ marketing concept has been around since the 1930s, and suggests if a customer sees your brand 7 times, they’re more likely to buy. It’s not an exact science, but it’s easy to understand why interacting with something more often makes it more memorable as it builds trustworthiness and credibility. The same concept applies to posting on LinkedIn. Make yourself a regular presence to become memorable.

For Paul, consistency isn’t just about frequency, either. It’s about staying present in conversations that matter to his audience.

This long-term habit has helped Paul become a go-to voice for clarity in a complex ecosystem: “It’s about providing authentic educational insights that they’re going to learn from,” he explains.

 Juicy Tip #1: Plan a mix of content to keep your audience engaged

• Share a quick insight or takeaway from something you’ve read
• Explain a lesson you learned from a project
• Share industry news with your own comment or take
• People love personal, so tie a personal anecdote in with your professional angle
• Don’t forget to be curious! Ask questions to your audience for their takes, and be sure to respond back to them

Be more human

If there’s one thing adtech doesn’t need anymore of, it’s jargon. In an industry obsessed with data, acronyms, and rapidly evolving tech, Paul’s posts are refreshingly human. He writes from the perspective of someone figuring things out alongside his audience.

“I write through the optics of somebody else in a similar position to me in an adtech company, trying to figure all of this out,” says Paul. “I think that's what's really resonated with the people that follow me on LinkedIn.”

His honesty is part of the reason why his posts do so well. People buy into people. They follow others they relate to. When people can recognise themselves in your content, they’re more likely to take an interest.

Juicy Tip #2: Feeling nervous about getting too personal on LinkedIn? Start small. Share a behind-the-scenes moment where you can tag others, and link it to a practical insight for your audience.

Focus on value over sales

Paul is famous for his polls, which turn his feed into a free resource.

“I publish all the findings [of the polls] at the end of the year. The purpose of those really is just to help educate everyone else in the market, figure out what’s going on in this space. I think that’s why they’re so well received, because everyone can see the data. It all gets shared,” Paul explains. “There’s no real commercial agenda behind them.”

If you want to be known for grabbing attention, you have to be offering more than a sales pitch to make your feed worth following. Authentically offering up knowledge and value without an agenda will keep people coming back time and again. Generosity is key to building trust.  As a free resource, all of us at Adtech Juice can vouch for this approach! 

And Paul explains that the business wins follow naturally: “People actually feel that they can approach me to ask questions or to come in and help train their teams, and a byproduct of that has been a halo effect for the companies I’ve represented.”

Juicy Tip #3: Wondering what value you have to add? Think of something you’ve only learned about recently. Chances are, there are plenty of others who haven’t learned that yet… So why not be the one to share it?

Engage like you mean it

Building LinkedIn credibility takes effort. But one of the easiest wins has nothing to do with what or how often you post. Instead, you need to focus on responding.

Stay in the conversation by engaging thoughtfully with comments on your content and other people’s posts. Join discussions and add insight (without hitting LinkedIn’s auto-reply “thanks for sharing!”) to show you’re part of the community you’re trying to attract, not just broadcasting into it.

Juicy Tip #4: Look for posts where you can add a fresh perspective. If you can spend 15 minutes a day engaging with other people’s content, you’ll be surprised how quickly it boosts your visibility.

Storytelling your way to attention

Paul’s successful career proves that stories stick. Whether on stage or online, he leans on his talents as a storyteller to cut through the clutter and complexities of the adtech industry. 

“Lots of adtech can look very similar, but you need to be in a position to tell compelling stories, take people on a journey, and really bring your product team's roadmap to life to help the company that you represent really differentiate in a very crowded market.”

Frame your insights as stories to bring them to life too. Set the scene: why are you sharing this insight? Add the twist of what you discovered, and share the takeaway. The very best of LinkedIn posts are journeys, not statements. Get that right, and you’ll be well on your way to stealing the spotlight.

Of course, there’s no shortcut or overnight hack to building influence. Paul’s consistency has spanned well over a decade, and it’s a fantastic example of the combined effort of lots of small, steady actions. 

Paul’s career and LinkedIn reputation prove the rewards are worth the effort. And in the crowded landscape of LinkedIn, it’s the people who keep showing up and keep staying authentic who stand out.

It’s a long game, for sure. But what have you got to lose? The time will pass anyway.