From CEO to Content Creator: How Rob Fell Made LinkedIn Work Without Spending a Penny

_{Rob Fell, CEO of RiskCherry, credits daily, unfiltered LinkedIn posts for the company’s rapid growth. (Image: Rob Fell)}

For many in the iGaming industry, LinkedIn remains a space for polished press releases and occasional job updates. But for Rob Fell, it became something else entirely: a low-cost engine for visibility and business growth.

Fell, the founder of regulatory consultancy RiskCherry, didn’t set out with a detailed strategy. What he did have was one piece of advice, shared in passing by iGaming NEXT’s Pierre Lindh: post daily and don’t overthink it.

"I started then," Fell wrote in a recent post. 

"Seems to work on these metrics but better still, the amount of business RiskCherry has picked up over this period is crazy."

Since that conversation, Fell has posted regularly without a formal content plan. Aside from a few targeted efforts, his marketing spend has remained minimal, mostly limited to the time he spends writing posts on his walk to the office.

A Startup Founder’s Pivot to Public Presence

Fell's career had long focused on backend delivery: product optimisation, operational frameworks, and results. Social media, by contrast, seemed like a distraction.

"For most of my career, my focus was on building and optimising products and operations, where results and process mattered much more than any social media presence," he told Casinos.com.

That changed when Fell stepped into the CEO role. With a growing company to scale, investors to attract, and a brand to build, visibility became part of the job.

"Only as I moved into a CEO role... did I see the need to translate operational excellence and personal growth into outward messaging," he said.

LinkedIn became his outlet. It offered a way to articulate both business milestones and personal transformation, two threads he now believes are inseparable.

_{Rob used Linkedin as a low-cost engine for visibility and business growth. (Image: Rob Fell/RiskCherry)}

Posting With Purpose, Not Perfection

At first, Fell treated LinkedIn like a digital CV. But as he evolved into a public-facing founder, he began using the platform to share reflections on leadership, habits, and mindset.

"LinkedIn, in particular, became a space not just for business updates but also to share my personal transformation journey," he said, "highlighting how improvements in clarity of thought, productivity and balance have directly influenced my leadership and the company’s trajectory."

His tone is candid and pragmatic. Fell frequently writes about the link between operational discipline and personal growth, arguing that the two together drive sustainable business results.

"This blend of professional and personal narrative not only builds trust but also demonstrates that sustainable business growth is usually rooted in both operational excellence and personal development," he said.

Who Fell Connects With, and Who He Avoids

While his network is broad, Fell keeps his approach to connections focused.

"I guess my network building is rooted in operational thinking but also pragmatic in its inclusivity," he said.

He prioritises connecting with people who:
•    Have real product or delivery experience.
•    Care about how things work, not just what’s being sold.
•    Engage thoughtfully with growth topics.

His red flags? Vanity metrics and vague profiles

"I'm wary of connections who treat LinkedIn purely as a numbers game or those who can't articulate what they actually do," he said. 

"Anyone whose engagement is all surface-level self-promotion with no evidence of having built or run anything real. Mainly payment providers :)"

Fell accepts most requests but removes irrelevant ones over time. He also uses NOAN Assistant & Network for targeted research to maintain a mix of relevance and depth.

Tips for the LinkedIn-Shy: Show Your Work

Fell understands that many professionals still hesitate to post. His advice is simple: shift the focus from self-promotion to proof of work.
•    "Let your work and journey do the talking."
•    "Educate, don’t just announce."
•    "Consistency over bravado."
He frames LinkedIn not as a highlight reel but as an evolving record of growth, a strategy that can make posting easier for those worried about looking boastful.

Lindh: ‘Be in the Arena, Not in the Crowd’

Fell's approach recently drew praise from Pierre Lindh, co-founder of iGaming NEXT, whose media platform hosts major industry conferences.

"Rob is a great example of someone who decided to throw himself into the arena and build a strong profile here on LinkedIn," Lindh said. "What is holding many people back... is the fear of judgement."

"Experiment, try different posts. See what engages people and what doesn’t and eventually something will stick," he said.

Lindh argues that authenticity and presence trump polish. Negative feedback, he said, is rare, and largely inconsequential.

Not a Marketing Plan, Just a Practice

Fell admits his approach isn’t structured. There’s no calendar, no brand guidelines. Most of his content comes from daily conversations with colleagues or ideas sparked by podcasts.

"There is no real marketing plan," he said. "Some land, some don’t, no one cares about the ones that are a bit odd, and we win significant business."

That may be precisely the point: in a platform where too many try to sound like brands, sounding like a person stands out.

A Culture Shift in iGaming

LinkedIn has long felt corporate and cautious, especially in regulated sectors like iGaming. But that’s starting to change.

Unlike other social platforms, where humour and irreverence are rewarded, LinkedIn is still shaped by professional signalling. That can make it feel stifled.

But Fell and Lindh suggest that this hesitation leaves opportunity on the table. Especially in competitive industries like online casinos, the visibility that comes from consistent, authentic posting can become a differentiator.

Their shared message: posting imperfect content may feel risky but saying nothing is worse. In a business where trust drives deals, credibility is currency.