You don't need more content. You need to know who it's for.
You're already posting. Maybe a ghostwriter is posting for you, maybe a tool is drafting it. What none of them decide is which room the content is talking to: a consumer buying direct, a subscriber deciding whether to renew, or a procurement committee that signs the contract. That's not a writing problem. That's Sanity Debt.
Every post starts from zero. No pillars to return to, so the topic is whatever comes to mind that week. Effort without a through-line, and nothing compounds.
Good drafts, no strategy underneath. They are writing to a brief that was never written, so they aim at whoever is easiest to write to. The voice lands. The buyer doesn't.
Faster output, same aim. A tool can match your tone. It cannot decide which room you are selling into, so it fills the gap with category language. That is Beige Noise.
Many FemTech founders don't fail at LinkedIn for lack of ideas or effort. They fail because no one has told them which of the six frameworks is the gap, so they keep solving for output. We find the gap first, then hand you the frameworks to run it.
We don't create content from scratch. We diagnose it.
Every session runs against six frameworks. We find which one is broken, then build from there.
One session. Forty-eight hours. Then you decide.
The session comes first and stands on its own. What happens after it is up to you, and it's a conversation, not a package.
Start the conversationWe find the room your content should be in and the buyer inside it. Consumer, subscriber, or enterprise.
Positioning statement, content pillars, call-to-action framework, and inbound conversion path. Written down. Yours to build from, hand to your team, or hand to us.
Some founders want help putting the positioning into action. That's a conversation we have after the session, not a separate product with its own breakdown here.
What founders say after the session
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Here's what we do.
And what we don't.
A framework for each of the six, written up and handed over. Then support calls to help you set it up.
ICP. Your buyer named specifically: consumer, subscriber, or enterprise. Who holds the budget, what they are measured on, what makes them hesitate.
Positioning. One statement that separates you from everyone else making a similar claim, in the language your buyer already uses.
Strategy. How your content maps to your sales motion: what earns attention, what builds credibility, what moves someone toward a conversation.
Optimization. What your profile, formats, and cadence need to change to hold up when a buyer checks you before a call.
Content pillars. Three to five themes tied to a real objection or decision your buyer has to work through.
Engagement. A conversion path that gives the right people a way to raise their hand.
All six written up and delivered within 48 hours. The session is recorded. Everything is yours to keep.
Support calls afterward to help you put it in place.
Done-for-you content writing or posting
Running your content operation for you
Paid ad management
Cold outbound or DM sequences
Follower count guarantees
We are not here to build vanity metrics. We are here to build pipeline.
Everything we build stays yours.
The positioning statement, the pillars, the CTA framework, the conversion path, and the recording. Yours to keep whether you work with us again or not.
One session. One price.
We diagnose before we prescribe. The session stands on its own, and the price is the same wherever you are.
Content pillars
CTA framework
Inbound conversion path
Want help putting it into action afterward? That's available too, we'll talk about it on the call.
The questions that move people off the fence.
Real answers. No marketing hedging.
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Start by finding the room.
Content built for the wrong room is not strategy. It's noise. Many FemTech founders aren't stalling because they don't post. They're stalling because the person reading was never the person paying.
In the Feed is my fourth business.
I started as a Technical Virtual Assistant. Before drag and drop existed, I was building CRMs, WordPress sites, landing pages, and sales funnels by hand. For coaches, authors, and speakers. Ten years of that.
I learned how to build the marketing system before I understood the philosophy behind it. That turned out to be the best education I never paid for.
After ten years, I learned the philosophy. Opened a digital marketing agency. Ran it for a year before realising that doing everything was doing nothing. So I put the energy where it mattered: lead generation for tech and SaaS companies.
In 2024 I made a deliberate choice. I put my own business down to go full time inside an established content agency. The plan made sense. Learn the model from inside. Help scale something already moving.
What I walked into was not what I signed up for. Clients were being misled. Work was being misrepresented. The results on paper didn't match the reality on the ground. I stayed a year trying to make it work. But there is a difference between persistence and complicity.
I left. Then I built this.
I built In the Feed because I watched too many founders get sold content and delivered noise. The gap wasn't the writing. It was everything around it. No system for reviewing metrics. No tool for engagement. No shared approval process.
Agencies made big promises to close the deal, then underdelivered the moment the contract was signed. I knew I could do better. Not for everyone. For founders willing to find out who they're talking to first.
Content agencies were selling content only.
No metrics layer. No engagement system. No accountability beyond the invoice. They optimised for their own output, not your pipeline. That was the gap.
In the Feed was built to close it. A real system: positioning, strategy, content pillars, and a conversion path, handed over as frameworks you own and run. Not a handoff. A partnership.
I keep the practice small by design. It means I'm in the weeds with you. Available. Communicating. Making sure your business is seen and heard by the room that decides.
I work and live as a nomad, running In the Feed from wherever I happen to be. The systems I build for clients are the same ones I rely on myself. That's not a philosophy. That's how it works.
I'm not only working in this space. I've lived it.
I'm a GenX woman. I'm post-menopausal. I started perimenopause at 35. Everyone told me I was too young. I wasn't. I was outside the norm.
I was 45 when I found out there are over 100 symptoms of menopause. And almost no standardised relief for them. Half the world is women. The gap between that fact and the state of care is still staggering.
That's not background. That's why I care about what FemTech founders are building. And it's why I know how to talk about it in a way that doesn't sound like a press release or a wellness brand.
Whoever is paying you has to trust you first. Consumer, subscriber, or procurement committee. I understand what's at stake on both sides of that conversation.
Years inside B2B marketing
Business I've built and run
Menopause symptoms. Few women know. Fewer see content that says it right.
I know what the product is worth, not what the founder says it's worth.
Five things that don't change regardless of the client.
Pattern recognition. Knowing the difference between a trend and architecture. Knowing which one your business needs. And knowing that the answer is not the same for every founder.
If content doesn't lead to sales conversations, we consider it broken. Every piece of work is measured against one question: did this move the pipeline?
In the Feed stays small deliberately. When you're a client, you have access to Shannon. Not a junior account manager. Not a team member you've never met. Her.
Performance dashboards. Shared workspace. An approval process you control. You see what's being built before it goes anywhere. Every stage, every time.
The strategy. The voice guide. The editorial calendar. The content. All of it belongs to you. Stop at the three-month checkpoint and take everything with you. No black box. No lock-in.
Serial founder. Content strategist. Systems builder. GenX, post-menopausal woman, and end user of many of the products my clients have built.
Running In the Feed as a nomad from wherever I happen to be. The systems I build for clients are the same ones I rely on myself.
Connect on LinkedIn
Ready to find the room you should be in?
One 30-minute call. We'll look at your current content, work out which room it's talking to, and be straight with you about what it would take to fix that.
Book a Discovery CallOne session.
One price.
No surprises.
The Right Room Session
One 90-minute session to find the room your content is missing.
You're producing content. It's not built for the person paying. Sometimes that's a consumer buying direct. Sometimes a subscriber deciding whether to renew. Sometimes a health system director who signs the contract. Different founders, different rooms, same failure. Content built for the wrong room is not strategy. It's noise. This session finds the room, then hands you the positioning to build from.
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Implementation support
Some founders want help putting the positioning into action after the session. That's available as implementation support, scoped and priced individually once we know what's needed. It's a conversation that happens after your session, not a separate product with its own pricing table.
Sharp thinking for FemTech founders who are serious about enterprise.
Strategy, systems, and the honest state of FemTech content. Consumer, subscriber, or enterprise. No fluff. No Beige Noise. The thinking that moves pipeline.
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Serial founder, content strategist, systems builder. Dedicated to helping FemTech founders stop producing Beige Noise and start building Revenue Architecture.
Ready to stop talking to the wrong room?
Book a discovery call. We'll show you where your content is landing and where the gaps are.
Book a Discovery CallMore from the blog
Let's talk about your pipeline.
Book a call. Send a message. Find me on LinkedIn. There's no wrong way to start.
Send a message
The fastest way to find out if In the Feed is the right fit. 30 minutes. We'll look at your current content, identify where the pipeline gap is, and be straight with you about what it would take to close it.
Book on Cal.comSend a direct message. I read all of them and I respond to the ones that deserve a real answer.
Shannon Kuykendall
Privacy Policy
Last updated: August 2026. Effective for UK, EU, Canada, and US users.
1. Who We Are
In the Feed is a content strategy service operated by Shannon Kuykendall. We can be contacted via WhatsApp at +1 (805) 203-0564 or through the contact form on this website. For the purposes of UK GDPR and EU GDPR, we are the data controller for information you provide through this website.
2. What Data We Collect
We collect information you provide directly (name, email address, company name, and message content submitted via our contact form). We also collect data automatically through Google Analytics (GA4), including anonymised IP addresses, device and browser type, pages visited, and time spent on site. We do not sell your data to third parties.
3. How We Use Your Data
We use contact form data to respond to your enquiry and, with your consent, to send relevant service information. We use analytics data to understand how visitors use this site and improve it. Our legal basis for processing is legitimate interest (analytics) and contractual necessity / consent (contact form submissions).
4. Third-Party Processors
We use Google Analytics (Google LLC, US) for website analytics. Booking requests are processed via Cal.com. LinkedIn may also process data if you interact with our LinkedIn profile. Each processor has their own privacy policy and data transfer mechanisms in place.
5. Your Rights
Under UK GDPR, EU GDPR, and Canadian PIPEDA / Quebec Law 25, you have the right to access, correct, delete, and port your personal data. You may also object to processing or request restriction. To exercise any of these rights, contact us via WhatsApp at +1 (805) 203-0564 or use the contact form. We will respond within 30 days.
6. Data Retention
Contact form submissions are retained for up to 3 years for business records. Analytics data is retained per Google's standard retention settings. You may request deletion at any time.
7. Cookies
This site uses Google Analytics cookies. By continuing to use this site, you consent to the use of these cookies. You may opt out via your browser settings or Google Analytics Opt-out Browser Add-on.
8. Contact
For privacy-related queries, message us via WhatsApp at +1 (805) 203-0564 or use the contact form. If you are located in the EU, you may also contact your local supervisory authority. In the UK, this is the Information Commissioner's Office (ICO).
Terms of Service
Last updated: June 2026. These terms govern your use of In the Feed services.
1. Services
In the Feed provides LinkedIn content strategy and positioning sessions for FemTech and Women's Health Tech founders, as described in the relevant service proposal or pricing document accepted by the client. Implementation is carried out by the client. In the Feed provides support calls to assist with setup. In the Feed does not provide done-for-you content production, publishing, or account management.
2. Engagement Structure
The Right Room Session is a standalone engagement, booked subject to manual confirmation and payable in advance via Wise. Support calls following the session are scoped and invoiced separately. The session fee is the same figure in each currency offered, and the invoice is issued in the currency paid.
3. Cancellation
A booked session may be rescheduled or cancelled for a full refund up to 48 hours before the scheduled time. The Right Room Session fee is non-refundable once the session has taken place or once work on the deliverable has commenced. Support calls are booked individually and may be cancelled up to 24 hours before the scheduled time. Cancellation does not affect the client's ownership of any materials already delivered.
4. Intellectual Property
All strategy documents, positioning statements, content pillars, frameworks, session recordings, and other materials created for the client become the sole property of the client upon payment. In the Feed retains no rights to use client-specific content without written permission.
5. Execution Guarantee
If the written deliverable does not arrive within 48 hours of the session, the session fee is refunded in full. If the positioning does not sound like the client, it is rewritten at no charge. This guarantee applies to the delivery of the agreed materials, not to specific pipeline or revenue outcomes.
6. Limitation of Liability
In the Feed's total liability to the client shall not exceed the fees paid for the engagement in question. We are not liable for indirect, consequential, or speculative losses including loss of anticipated pipeline or revenue.
7. Governing Law
These terms are governed by the laws of England and Wales. Disputes shall be subject to the exclusive jurisdiction of English courts, except where applicable consumer protection laws in the client's jurisdiction require otherwise.
8. Contact
Questions about these terms: WhatsApp +1 (805) 203-0564
GDPR Compliance
Last updated: June 2026. Covering UK GDPR, EU GDPR, and Canadian PIPEDA / Quebec Law 25.
UK GDPR (post-Brexit)
In the Feed processes personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. As the data controller, Shannon Kuykendall is responsible for ensuring all personal data is processed lawfully, fairly, and transparently. Data subjects in the UK may contact the Information Commissioner's Office (ICO) at ico.org.uk to lodge a complaint.
EU GDPR (Regulation 2016/679)
For users located in the European Economic Area, we process personal data in compliance with the EU General Data Protection Regulation. Legal bases for processing include consent, legitimate interest, and contractual necessity as specified in our Privacy Policy. EU data subjects may exercise their rights under Articles 15-21 GDPR by contacting us via WhatsApp at +1 (805) 203-0564 or the contact form. Where required, data is transferred to third countries (including the US via Google Analytics) using Standard Contractual Clauses as the transfer mechanism.
Canada: PIPEDA and Quebec Law 25
For Canadian users, we comply with the Personal Information Protection and Electronic Documents Act (PIPEDA) and Quebec's Act Respecting the Protection of Personal Information in the Private Sector (Law 25). We collect only the minimum personal information required for legitimate business purposes, obtain meaningful consent, and provide access and correction rights upon request. Privacy enquiries from Canadian residents may be directed to us via WhatsApp at +1 (805) 203-0564 or the contact form on this website.
Your Rights (All Jurisdictions)
Request a copy of the personal data we hold about you.
Request deletion of your personal data where no legitimate basis exists.
Request correction of inaccurate or incomplete data.
Receive your data in a structured, machine-readable format.
To exercise any of these rights, contact us via WhatsApp at +1 (805) 203-0564 or use the contact form. We will respond within 30 days. There is no charge for reasonable requests.