The challenge
Ship broking is a relationship business with an extremely small addressable audience. There is no meaningful search volume to capture and paid social targeting is blunt at this level of specificity.
What does work is credibility among a few hundred people who matter — charterers, owners, operators. LinkedIn is where that audience is, but generic corporate posting is worse than silence in a market this informed.
What we did
01. Content built for people who know the industry better than we do
Every piece was written to be worth reading by someone with twenty years in dry bulk — market commentary and operational insight, not explainers on what a charter party is.
02. A mix of formats matched to how LinkedIn actually distributes
Long-form articles for depth and search, polls for reach and signal, and shorter posts to maintain cadence between the bigger pieces.
03. Monthly content calendars, planned in advance
We moved to a second monthly calendar after the first cycle, with topics planned against market events rather than assembled week to week.
04. Consistency over volume
In a niche this small, showing up predictably matters more than posting frequently.
Where it stands
A sustained LinkedIn presence that positions the firm as a knowledgeable voice among the specific audience that decides its business.
Performance figures for this engagement are being verified against Search Console, GA4 and Ads Manager before publication. We don't publish numbers we can't evidence — ask us on a call and we'll walk you through the live dashboards.