LinkedIn Algorithm Changed. Use This NEW Content Strategy.

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Now that we know that the LinkedIn algorithm has changed, let's talk about

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what kind of content you should be posting to stay relevant and get seen.

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G'Day everyone.

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It's Coach Michelle J Raymond your trusted partner for building your

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business and your brand on LinkedIn.

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And listeners there is no doubt that last week's episode on the

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changes to the LinkedIn algorithm was super popular and it blew up.

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It just goes to show you that people were wondering what is going on on LinkedIn?

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Like it was outta control, hectic.

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So thank you so much for all of your support.

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It's just honestly, why I do this podcast in the first place is

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to help as many people as I can.

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And this week we're gonna go a little bit further down the rabbit

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hole called the LinkedIn algorithm.

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If you are a B2B marketer that is listening to this podcast and wondering

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what you should be doing about your content strategy on LinkedIn for the

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rest of the year, then don't worry Today's episode is super practical,

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as always actionable, I'm gonna share a quick recap of what changed.

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If you wanna know more, go back to the last episode.

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I'm then gonna go into the three types of content that I definitely think that you

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should be exploring if you're not already.

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The third thing, which I think is most important, is how do you

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use these types of contents and build some kind of repeatable

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content strategy for your business.

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After you finish listening to this episode, you are going

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to know exactly what to post.

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That aligns with what the LinkedIn algorithm is rewarding.

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So let's get into it.

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For those of you who missed last week's episode, if you want the full

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details, go back and have a listen before you listen to this episode.

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But here's a quick recap.

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Long story short, LinkedIn's algorithm shifted in June 2025, and they are moving

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away from a reach to a relevancy model.

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Now, reach is the number of impressions.

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So how many sets of eyes saw your content?

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That's the thing that we love that we're addicted to that quite often people who

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work in social media management or page admins or doing it for themselves, you

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would be following that number because we've been taught that bigger is better.

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Now what if LinkedIn replace this with relevancy?

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So they're saying, you know what?

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We are actually gonna make sure that your content gets seen by the right

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people, not necessarily more people.

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Now there's pros and cons for both, but right now I'm on team relevancy.

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I can see that this would actually work out in the long run.

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Bumpy ride in the meantime, as I shared last week, and especially for those of

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you who have to report on numbers, like I've had some explaining to do to some of

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our company page management clients and our thought leader pro content clients

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and saying, look, just hang in there.

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This thing's gonna adjust itself and it will sort itself out in the.

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You know, short to medium term, but you know, I can't really explain the

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drop in impressions any other way.

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This is it.

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There's a Business Insider article that I've linked to in the last

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episode, which explains from LinkedIn's side why they're doing this.

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They want you to start creating content that really.

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Builds community, has conversations, keeps people loving LinkedIn and

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connects members to opportunities.

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So when you keep this thing in mind, it's important to make sure that you

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align your content strategy with what kinds of content that LinkedIn are

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rewarding because if you keep creating the same thing that you did six

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months ago or even three months ago.

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Unfortunately, your content strategy is gonna come unstuck, and it's

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gonna get really, really painful.

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I really don't want that for you listeners.

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So in today's episode, I'm gonna talk about three types of content that I really

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think you should make sure are a part of your content strategy, and then at the

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end we'll go over how we would incorporate them into a repeatable content plan.

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Because if you don't have that and something that you can work towards,

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honestly, if you're creating content on the fly, you just go off in all the

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wrong directions and will default back into the types of content that you were

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creating that won't really have that relevancy that we're after on LinkedIn.

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Let's jump into the three types of content that I really think should be

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a part of your content strategy for 2025, based on these algorithm changes.

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When we are looking at the three content formats that I really believe that you

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should include as part of your content strategy going forward, if you aren't

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already, and for longtime listeners of this podcast, you are going to be going

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but Michelle, you've been talking about this for the best part of 12, 18 months.

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Actually, it's the same strategy that I've been following for that amount of time.

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Maybe even longer if I was to go back and pull out some numbers.

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But right now it is so hot that I just cannot believe it's like winning

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the content lottery on LinkedIn.

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Here are the three content formats, which I encourage you strongly to

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make sure are part of your LinkedIn strategy for the rest of 2025.

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And I'll be keeping an eye on these to make sure that they're still

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working and if anything else shifts.

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Then we will come back and reassess that.

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This is the fun.

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Nothing on LinkedIn ever stays the same.

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So three types, let's get to them.

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Polls number one.

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Honestly, whether it's your company page or your personal content, the

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reason I'm starting with these is that the new LinkedIn algorithm loves

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to show your content to relevant audiences, and it decides that based

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on who's engaging with your content and whose content you are engaging.

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So by that I mean likes and comments and that kind of stuff, even who you

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are connecting with in the dm. So it is watching how you are behaving,

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not just in your posts, but all the other activities that you do.

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So people that are engaging with your polls.

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That is a great way to teach the algorithm who's seeing your content.

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Now, the cool thing about polls, and I did a whole episode on this not

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that long ago, is the fact that they are still really great for reach.

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Like I'm finding, compared to my normal posts, the reach on polls is

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still about three to four times that.

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So from that perspective, we're winning both ways.

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We are getting engagement and we are getting reach.

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We're teaching the LinkedIn algorithm who wants to see my content, so

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then it knows the relevancy for my community and hopefully it's

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promoting my content more and more.

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So I love LinkedIn polls.

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They don't require any time to create graphics, to edit

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videos, to do deep dives.

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They are so quick and easy that you really need to include these as part

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of your content strategy in 2025, like hands down, easiest for the quickest and

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best wins that you can get right now.

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Moving on from there, I'm gonna go to my second favorite kind of LinkedIn

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content that I believe you should absolutely make sure is part of

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your content strategy going forward.

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And that is LinkedIn lives.

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LinkedIn lives are something that I've been doing for five years at times,

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weekly or multiple times a week.

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More recently, maybe once a month.

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It's something that I'm picking back up again to get back out there and get more

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consistently in front of my audience.

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Why?

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Because that's really where you build the best communities.

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Why am I backing them still?

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Well, it's like this.

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If you go and have a look then you'll see that LinkedIn has pushed out

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three different types of new ads, and those ads help you to promote

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the LinkedIn live events before, during, and after they happen.

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Now for some of you who are spending money on ads, this is gonna be great,

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For those of you listening, thinking, but I don't run ads.

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Guess what?

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We still get some of these benefits for free from LinkedIn.

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They will help you promote it before the event and tell some of

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your community when they go live.

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But the magic, my friends.

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Okay, get ready for this one.

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Get ready to write it down is you wanna create the event a few weeks in advance

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because every week, every single member on LinkedIn gets up to 1000 invites

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to be able to invite your audience to come to these events on LinkedIn.

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You can very quickly and easily use filters and target your right

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audience, and so it's just magic.

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Now imagine you've got a couple of people in your team,

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you've got five, you've got 10.

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Imagine if everyone was sending out those invites.

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Like it is a cracking way to get direct access to your audience.

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And if they don't turn up live, no problems, they can catch the replay.

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And I'm gonna tell you another cool thing about why I love these LinkedIn

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lives is it's nowhere else on LinkedIn can you get that two-way interaction,

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immediately, in the same way that you can with LinkedIn Live events like they have

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always been my favorite form of content.

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I just love them.

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There's so many different ways that you can use them.

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So experiment.

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That leaves us with the third type of content, which.

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I don't know.

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I said it in last week's episode and a couple of you reached out to find out

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why I said I love LinkedIn newsletters so much, and I am gonna go into that

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more in a completely separate episode as a follow up to one I I did a

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while back, which was comparing email newsletters to LinkedIn newsletters

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and how I was gonna use both of those.

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So having been doing it for a while, I can come back and give

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you an update, but why does the new LinkedIn algorithm love newsletters?

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Well, you've got long form content.

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You've got people that have opted into subscribe to get notified

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every time that content goes out.

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Now I love that 'cause I am not fighting with people in the home

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feed, but it also gets shown there as I take that as a bonus.

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Especially love these for company pages if you have a decent number of

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followers, so you've got a few thousand followers at least on your company page.

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Anything more than that, if you don't have a newsletter, I am going to just

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put it out there you really should.

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Because you know that your content's not being shown in the home feed as much as

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personal posts or paid posts, and it's really hard to get your content seen.

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So the LinkedIn newsletter is a great way to build subscribers.

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I also love these like get this, like how cool the newsletters, like just love them.

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You can also, when you post it, the LinkedIn team get that

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indexed for you from Google.

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So your newsletters will show up in Google searches and add to that discoverability.

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Why do we love that?

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Even like 10 times more than usual.

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Why am I so excited about this?

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There's our friend called ChatGPT and all its other, you know, cousins that

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are scraping the internet all the time looking for great content . So I love

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this idea, especially now that ChatGPT and the like are starting to actually

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link back to particular articles.

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I've seen it with Google searches, typing in questions, and the answers

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that are showing up are linking back to LinkedIn articles, A.K.A newsletters,

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you know, articles and newsletters, same thing, just one's got subscribers.

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And so there's just so much upside here.

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Again, teach the algorithm who loves your content and who

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better to show than a subscriber.

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So I know I've just gotten so excited about these three types of content, but

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how are you actually gonna use them?

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Let's talk about that next.

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One of the most important things to do when there's a rollout with new

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algorithm changes is to really make sure that we revise our content plan.

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Make sure that that content plan is aligned with our LinkedIn strategy,

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which ties back to our business goals.

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So if you haven't done that, it's time to press pause on this podcast

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and then go back and do that work.

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And then we can go into the types and formats of content because I want you to

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have built a repeatable content strategy that is not taking over your life.

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Now, the reason that I love those three types of content polls, LinkedIn

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lives and newsletters, is they are the ultimate way that you can repurpose

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your content and create content quickly.

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And that is the secret to success, especially for those of you who are in

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busy demanding roles, juggling not just LinkedIn, but multiple platforms and not

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to mention all of those fun meetings.

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So when it comes to LinkedIn polls, if you're not doing one a week,

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one every second week at least, trust me, especially for Pages, you

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are going to love me for this one.

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When you see just how quickly and easily you can use them strategically

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and get some great market intelligence, some great reach and then also

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keep showing up as relevant to that audience so that your content that

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you post after those polls is showing to the people who are engaging most.

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And people will quite often who are silent and sitting in the backgrounds, like the

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LinkedIn lurkers, they'll actually have a go when it comes to LinkedIn polls.

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So that silent majority that are out there, you actually activate

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them, which is so cool and such a big opportunity for business

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growth and spotting opportunities.

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So polls twice a month roughly, or at least once a

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week if you can squeeze it in.

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Then we're gonna move on to the LinkedIn live events.

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Now, these aren't gonna be something that you're doing every week for most

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businesses, if you can, that's great.

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Great way to show up and have those weekly interactions with your community.

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You could have so many different types of formats and use different people in

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your team to highlight and spotlight their strengths and have like maybe Q&A

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sessions, or you could have other types of events which are showing off new

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technology that you might be launching.

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It could be just having a fireside chat about industry topics

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and getting a panel together.

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The best part about this is if you're running a LinkedIn live and streaming

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it, you have the opportunity to stream it to other social media platforms as well.

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I use StreamyYard.

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That's my preferred platform.

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I have tried lots of different ones.

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This one may not be the cheapest, but it's certainly the best and the most reliable.

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So if I wanted, I could be streaming this directly to YouTube at the

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same time, so again, more reward for the same amount of effort.

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After that, download the recording.

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And you know what I'm gonna say?

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We're gonna be repurposing.

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You wanna know what my favorite tool is for repurposing long form content?

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Opus Clips at this point in time is my go-to.

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I'm gonna put all of the details about these tools in the show notes

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so that you can check them out.

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Quite often with these affiliate links, you get a discount.

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I earn a little bit of money.

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We all win.

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Or you get to try and upgraded plan for free, which is even better.

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These things, make life so easy and make you look professional and

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really reduce the amount of time that you're spending creating content.

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When it comes to LinkedIn lives, there is just so much

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upside for your business that.

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I honestly just make them part of your plan.

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They are the best community builders and best repurposing, no ifs, buts,

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or maybes when it comes to LinkedIn.

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And speaking of repurposing, my favorite, as I said, LinkedIn

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newsletters for the win.

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Great way to showcase existing content that you've already created.

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Repurposing some of those LinkedIn live clips.

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You can bring in some of your posts.

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Put links in, highlight stuff.

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Like honestly, if you can't hear how excited I am about these three things,

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I think I should just quit podcasting.

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Like that's it.

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It's over.

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Uh, but you can see for LinkedIn newsletters, I would be

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recommending one a month for most people would be a good number.

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I do them weekly.

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I've got nearly 10,000 subscribers on my LinkedIn newsletter.

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That is because every time somebody connects with me or follows me,

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LinkedIn automatically invite them to subscribe to the newsletter.

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And a lot of people say yes.

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The cool thing happens over on your company page as well, like win-win, win.

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Like honestly, it is easy when you think about it.

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There's a theme here.

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Go long first and chop it up into smaller bits.

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So much easier than going short and trying to stitch them together.

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So another little handy tip there.

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You're wondering what types of content that you should

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be posting in those formats.

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Then go and check out my 3-2-1 content strategy.

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I will put the link to that podcast episode in the show notes so you

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can go back and have a look and say.

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Am I creating content where I'm building that know, like, and trust factor?

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And the 3, 2, 1 strategy will help you out with that.

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Honestly, sometimes when LinkedIn changes come about, they have me

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shaking my head, pulling out my hair, or adding a few more greys, which, you

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know, there's quite a few these days.

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But these changes recently.

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I am just loving them.

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There is so much to love about the changes with the algorithm that

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are happening right now because it absolutely rewards those people who

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are doing the work to stay top of mind, to interact with their community

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and be of service with their content.

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Like that makes me so excited.

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You all know by now that I am very much all about B2B growth and no hacks, and

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today's episode is not about providing algorithm hacks for you to try and

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beat something, but rather to make sure we work smarter within what we've

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learned from LinkedIn themselves about what their algorithm is rewarding.

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Honestly, no one's got time these days to try and just create content that is

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not generating some kind of ROI, whether it's community building, whether it's

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brand awareness, or ultimately building those sales pipelines for businesses.

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That's what I'm here for, so.

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Go back and take a look and look for opportunities based on what

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you've learned today, is there a place that you can now incorporate

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content that speaks to the LinkedIn algorithms new focus on relevancy.

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How can you make sure your interacting with your community,

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using polls, using LinkedIn live events or using LinkedIn newsletters?

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If you are someone that has been listening to this episode and you are

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as excited as I am, but maybe a little apprehensive on how you can implement

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this in your business, well guess what?

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That is what I'm here for.

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This is just a little taster for you about some of the cool ways that we can

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leverage LinkedIn to grow your business.

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If you are struggling, if you don't have time to figure it out.

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Why not just book a call with me?

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The details are in the show notes.

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We can have a chat and I can figure out what is the best way that my

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services will help you achieve your LinkedIn goals in 2025, beyond just

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these LinkedIn algorithm updates.

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It is what I love.

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It is why B2B Growth Co exists, and so if you are someone that is ready to do this.

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I'm ready when you are

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If you've really loved these episodes on the LinkedIn algorithm, then

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I've got a special treat coming up for you in a couple of episodes,

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we will have LinkedIn's very own Ty Heath from The B2B Institute coming

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to share her advice on what B2B marketers are doing wrong on LinkedIn.

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So wherever you are, don't forget, hit subscribe to the podcast so that you

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don't miss out on that conversation.

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So until then, cheers.