LinkedIn Algorithm Changed. Use This NEW Content Strategy.

Now that we know that the LinkedIn algorithm has changed, let's talk about what kind of content you should be posting to stay relevant and get seen. Welcome to the social media for B2B growth podcasts. I'm Michelle J. Raymond, and each episode I'm sharing best practices and actionable tips you can apply to your own B2B social media strategy. Get everyone, it's coach Michelle J. Raymond, your trusted partner for building your business and your brand on LinkedIn. And listeners, there is no doubt that last week's episode on the changes to the LinkedIn algorithm was super popular and it blew up. It just goes to show you that people were wondering what is going on on LinkedIn. Like, it was out of control, hectic. So thank you so much for all of your support. It's just honestly why I do this podcast in the first place is to help as many people as I can. And this week we're going to go a little bit further down the rabbit hole called the LinkedIn algorithm. If you're a B2B marketer that is listening to this podcast and wondering what you should be doing about your content strategy on LinkedIn for the rest of the year, then don't worry. Today's episode is super practical. As always actionable, I'm going to share a quick recap of what changed. If you want to know more, go back to the last episode. I'm then going to go into the three types of content that I definitely think that you should be exploring if you're not already. And the third thing, which I think is most important is how do you use these types of contents and build some kind of repeatable content strategy for your business. After you finish listening to this episode, you are going to know exactly what to post that aligns with what the LinkedIn algorithm is rewarding. So let's get into it. For those of you who missed last week's episode, if you want the full details, go back and have a listen before you listen to this episode. But here's a quick recap. Long story short, LinkedIn's algorithm shifted in June, 2025. And they are moving away from a reach to a relevancy model. Now, reach is the number of impressions. So how many sets of eyes saw your content? That's the thing that we love that we're addicted to that quite often people who work in social media management or a page admins or doing it for themselves. You would be following that number because we've been taught that bigger is better. Now, what have LinkedIn replaces with relevancy? So they're saying, you know what? We are actually going to make sure that your content gets seen by the right people, not necessarily more people. Now, there's pros and cons for both. But right now, I'm on team relevancy. I can see that this would actually work out in the long run, bumpy ride in the meantime, as I shared last week, and especially for those of you who have to report on numbers. I've had some explaining to do to some of our company page management clients and our thought leader pro content clients and saying, look, just hang in there. This thing's going to adjust itself. And it will sort itself out in the short to medium term. But I can't really explain the drop in impressions any other way. This is it. There's a business insider article that I've linked to in the last episode, which explains from LinkedIn side why they're doing this. They want you to start creating content that really builds community as conversations keeps people loving LinkedIn and connects members to opportunities. So when you keep this thing in mind, it's important to make sure that you align your content strategy with what kinds of content that LinkedIn are rewarding. Because if you keep creating the same thing that you did six months ago or even three months ago, unfortunately, your content strategy is going to come unstuck. And it's going to get really, really painful. I really don't want that for you, listener. So in today's episode, I want to talk about the three types of content that I really think you should make sure are part of your content strategy. And then at the end, we'll go over how we would incorporate them into a repeatable content plan. Because if you don't have that and something that you can work towards, honestly, if you're creating content on the fly, you just go off in all the wrong directions and we'll default back into the types of content that you were creating that won't really have that relevancy that we're after on LinkedIn. Let's jump into the three types of content that I really think should be a part of your content strategy for 2025 based on these algorithm changes. When we're looking at the three content formats that I really believe that you should include as part of your content strategy going forward. If you aren't already, and for long time listeners of this podcast, you are going to be going, but Michelle, you've been talking about this for the best part of 12, 18 months. Actually, it's the same strategy that I've been following for that amount of time, maybe even longer if I was to go back and pull out some numbers. But right now, it is so hot that I just cannot believe it's like winning the content lottery on LinkedIn. Here are the three content formats which I encourage you strongly to make sure are a part of your LinkedIn strategy for the rest of 2025. And I'll be keeping an eye on these to make sure that they're still working. And if anything else shifts, then we will come back and reassess that this is the fun. Nothing on LinkedIn ever stays the same. So three types, let's get to the polls. Number one, honestly, whether it's your company page or your personal content, the reason I'm starting with these is that the new LinkedIn algorithm loves to show your content to relevant audiences. And it decides that based on who's engaging with your content and who's content you're engaging. So by that, I mean likes and comments and that kind of stuff, even who you're connecting with in the DM. So it is watching how you are behaving not just in your post, but all the other activities that you do. So people that are engaging with your polls, that is a great way to teach the algorithm who's seeing your content. Now the cool thing about polls, and I did a whole episode on this not that long ago, is the fact that they are still really great for reach. Like I'm finding compared to my normal post, the reach on polls is still about three to four times that. So from that perspective, we're winning both ways, we're getting engagement and we're getting reach. We're teaching the LinkedIn algorithm, who wants to see my content. So then it knows the relevancy for my community. And hopefully it's promoting my content more and more. So I love LinkedIn polls. They don't require any time to create graphics, to edit videos, to do deep dives. They are so quick and easy that you really need to include these as part of your content strategy in 2025. Like hands down easiest for the quickest and best wins that you can get right now. Moving on from there, I'm going to go to my second favorite kind of LinkedIn content that I believe you should absolutely make sure as part of your content strategy going forward. And that is LinkedIn Lives. LinkedIn Lives are something that I've been doing for five years at times, weekly or multiple times a week more recently, maybe once a month. But it's something that I'm picking back up again to get back out there and get more consistently in front of my audience. Why? Because that's really where you build the best communities. Why am I backing them still? Well, it's like this. If you go and have a look, then you will see that LinkedIn has pushed out three different types of new ads. And those ads help you to promote the LinkedIn Live events before, during and after they happen. Now, for some of you who are spending money on ads, this is going to be great. For those of you listening thinking, but I don't run ads, guess what? We still get some of these benefits for free from LinkedIn. They will help you promote it before the event and tell some of your community when they go live. But the magic, my friends, okay, get ready for this one. Get ready to write it down. Is you want to create the event a few weeks in advance because every week, every single member on LinkedIn gets up to 1000 invites to be able to invite your audience to come to these events on LinkedIn. You can very quickly and easily use filters and target your right audience. And so it's just magic. Now imagine you've got a couple of people in your team. You've got five. You've got 10. Imagine if everyone was sending out those invites. Like it is a cracking way to get direct access to your audience. And if they don't turn up live, no problems. They can catch the replay. And I'm going to tell you another cool thing about why I love these LinkedIn lives is it's nowhere else on LinkedIn. Can you get that two-way interaction immediately in the same way that you can with LinkedIn live events? Like they've always been my favorite form of content. I just love them. There's so many different ways that you can use them. So experiment. That leaves us with the third type of content, which I don't know. I said it in last week's episode and a couple of you reached out to find out why I said I love LinkedIn newsletters so much. And I'm going to go into that more in a completely separate episode as a follow-up to one. I did a while back, which was comparing email newsletters to LinkedIn newsletters and how I was going to use both of those. So having been doing it for a while, I can come back and give you an update. But why does the new LinkedIn algorithm love newsletters? Well, you've got long form content. You've got people that have opted in to subscribe to get notified every time that content goes out. Now, I love that because I am not fighting with people in the home feed, but it also gets shown there as I take that as a bonus. Especially love these for company pages. If you have a decent number of followers, so you've got a few thousand followers at least on your company page, anything more than that. If you don't have a newsletter, I am going to just put it out there, you really should because you know that your content's not being shown in the home feed as much as personal posts or paid posts. And it's really hard to get your content seen. So the LinkedIn newsletter is a great way to build subscribers. I also love these. Like get this. Like how cool the newsletters. Like just love them. You can also, when you post it, the LinkedIn team get that indexed for you from Google. So your newsletters will show up in Google searches and add to that discoverability. Why do we love that even like 10 times more than usual? Why am I so excited about this? There's our friend called ChatGPT and all its other, you know, cousins that are scraping the internet all the time looking for great content. So I love this idea, especially now that ChatGPT and the like are starting to actually link back to particular articles. And I've seen it with Google searches typing in questions and the answers that are showing up are linking back to LinkedIn articles, aka newsletters, you know, articles in newsletters. Same thing, just ones got subscribers. And so there's just so much upside here. Again, teach the algorithm who loves your content and who better to show than a subscriber. So I know I've just gotten so excited about these three types of content. But how are you actually going to use them? Let's talk about that next. Do you want to grow your business on LinkedIn? Of course you do, but let's be honest, it's tough out there. The algorithms changing, buyer behavior shifts and let's not even start on the content fatigue. This is exactly why I created the B2B growth masterclass, a proven framework to help you cut through the noise, align your team and spot real opportunities to grow. It works because it's built for business not vanity metrics. All the details you need are in the show notes, so let's grow your business together. One of the most important things to do when there's a roll out with new algorithm changes is to really make sure that we revise our content plan, make sure that that content plan is aligned with our LinkedIn strategy, which ties back to our business goal. So if you haven't done that, it's time to press pause on this podcast and then go back and do that work. And then we can go into the types and formats of content because I want you to have built a repeatable content strategy that is not taking over your life. Now the reason that I love those three types of content, polls, LinkedIn lives and newsletters is they are the ultimate way that you can repurpose your content and create content quickly. And that is a secret to success, especially for those of you who are in busy demanding roles, juggling, not just LinkedIn, but multiple platforms and not to mention all of those fun meetings. So when it comes to LinkedIn polls, if you're not doing one a week, one every second week, at least trust me, especially for pages, you are going to love me for this one when you see just how quickly and easily you can use them strategically and get some great market intelligence, some great reach and then also keep showing up as relevant to that audience so that your content that you post after those polls is showing to the people who are engaging most. And people are quite often who are silent and sitting in the backgrounds like the LinkedIn lurkers, they'll actually have a go when it comes to LinkedIn polls. So that silent majority that are out there, you actually activate them, which is so cool and such a big opportunity for business growth and spotting opportunities. So polls twice a month, roughly, or at least one to week if you can squeeze it in. Then we're going to move on to the LinkedIn live events. Now these aren't going to be something that you're doing every week for most businesses. If you can, that's great, great way to show up and have those weekly interactions with your community. You could have so many different types of formats and use different people in your team to highlight and spotlight their strengths and have maybe Q&A sessions or you could have other types of events which are showing off new technology that you might be launching. It could be just having a fireside chat about industry topics and getting a panel together. The best part about this is if you're running a LinkedIn live and streaming it, you have the opportunity to stream it to other social media platforms as well. I use StreamYard, that's my preferred platform. I have tried lots of different ones. This one may not be the cheapest, but it's certainly the best and the most reliable. So if I wanted, I could be streaming this directly to YouTube at the same time. So again, more reward for the same amount of effort. After that, download the recording and you know what I'm going to say, we're going to be repurposing. You want to know what my favorite tool is for repurposing long form content. Opus clips at this point in time is my go-to. I'm going to put all of the details about these tools in the show notes so that you can check them out. Quite often with these affiliate links, you get a discount. I own a little bit of money. We all win or you get to try an upgraded plan for free, which is even better. These things make life so easy and make you look professional and really reduce the amount of time that you're spending creating content. When it comes to LinkedIn lives, there is just so much upside for your business that I honestly just make them part of your plan. They are the best community builders and best repurposing. No ifs buts or mayves when it comes to LinkedIn. And speaking of repurposing, my favorite, as I said, LinkedIn newsletters or the win. Great way to showcase existing content that you've already created, repurposing some of those LinkedIn live clips. You can bring in some of your posts, put links in, highlight staff, like honestly. If you can't hear how excited I am about these three things, I think I should just quit podcasting. That's it. It's over. But you can see for LinkedIn newsletters, I would be recommending one a month for most people would be a good number. I do them weekly. I've got nearly 10,000 subscribers on my LinkedIn newsletter. And that is because every time somebody connects with me or follows me, LinkedIn automatically invites them to subscribe to the newsletter. And a lot of people say, yes, the cool thing happens over on your company page as well. Like win, win, win. Like honestly, it is easy when you think about it. And there's a theme here. Go long first and chop it up into smaller bits. It's so much easier that going short and trying to stitch them together. So another little Andy tip there. You're wondering what types of content that you should be posting in those formats. Then go and check out my three to one content strategy. I will put the link to that podcast episode in the show notes so you can go back and have a look and say, am I creating content where I'm building that no like and trust factor. And the three to one strategy will help you out with that. Honestly, sometimes when LinkedIn changes come about, they have me shaking my head, pulling out my hair or adding a few more grays, which you know, there's quite a few these days. But these changes recently, I am just loving them. There is so much to love about the changes with the algorithm that are happening right now because it absolutely rewards those people who are doing the work to stay top of mind, to interact with their community and be of service with their content. Like that makes me so excited. I'm so delighted you've listened as far because it suggests to me you've enjoyed what you've heard. But before we get to the final point of this episode, I'd love it if you'd connect with me on LinkedIn. After all, it's a podcast about growing your business using social media and what better way to get practice than connecting with me. Send me a note with your connection request, letting me know you found me through the podcast and let's keep this conversation going. You all know by now that I am very much all about B2B growth and no hacks. And today's episode is not about providing algorithm hacks for you to try and beat something, but rather to make sure that we work smarter within what we've learned from LinkedIn themselves about what their algorithm is rewarding. Honestly, no one's got time these days to try and just create content that is not generating some kind of ROI, whether it's community building, whether it's brand awareness or ultimately building those sales pipelines for businesses. That's what I'm here for. So go back and take a look and look for opportunities based on what you've learned today. Is there a place that you can now incorporate content that speaks to the LinkedIn algorithms, new focus on relevancy? How can you make sure you're interacting with your community using polls, using LinkedIn live events or using LinkedIn newsletters? If you're someone that has been listening to this episode and you're as excited as I am, but maybe a little apprehensive on how you can implement this in your business. Well, guess what? That is what I'm here for. This is just a little taste of for you about some of the cool ways that we can leverage LinkedIn to grow your business. If you are struggling, if you don't have time to figure it out, why not just book a call with me? The details are in the show notes. We can have a chat and I can figure out what is the best way that my services will help you achieve your LinkedIn goals in 2025 beyond just these LinkedIn algorithm updates. It is what I love. It is why B2B growth code exists. And so if you are someone that is ready to do this, I'm ready when you are. If you really loved these episodes on the LinkedIn algorithm, then I've got a special treat coming up for you in a couple of episodes. We will have LinkedIn's very own tie heath from the B2B Institute coming to share her advice on what B2B marketers are doing wrong on LinkedIn. So wherever you are, don't forget hit subscribe to the podcast so that you don't miss out on that conversation. So until then, cheers. Thanks for listening, everyone. Once again, if you found value in today's episode, please follow or subscribe and leave a review in your podcast app. And more importantly, connect with me on LinkedIn for more insights and strategies. Until the next episode, keep growing your B2B with social media.