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.
G'Day 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 outta 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 gonna go a little bit further down the rabbit
hole called the LinkedIn algorithm.
If you are 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 gonna share a quick recap of what changed.
If you wanna know more, go back to the last episode.
I'm then gonna go into the three types of content that I definitely think that you
should be exploring if you're not already.
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 page admins or doing it for themselves, you
would be following that number because we've been taught that bigger is better.
Now what if LinkedIn replace this with relevancy?
So they're saying, you know what?
We are actually gonna 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, like 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 gonna adjust itself and it will sort itself out in the.
You know, short to medium term, but you know, 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's side why they're doing this.
They want you to start creating content that really.
Builds community, has 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 gonna come unstuck, and it's
gonna get really, really painful.
I really don't want that for you listeners.
So in today's episode, I'm gonna talk about three types of content that I really
think you should make sure are a 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 will 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 are 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 longtime 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 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 them.
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 whose content you are engaging.
So by that I mean likes and comments and that kind of stuff, even who you
are connecting with in the dm. So it is watching how you are behaving,
not just in your posts, 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 posts, the reach on polls is
still about three to four times that.
So from that perspective, we're winning both ways.
We are getting engagement and we are 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 gonna go to my second favorite kind of LinkedIn
content that I believe you should absolutely make sure is 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.
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'll 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 gonna 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 wanna 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 gonna 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 have
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 am gonna go into that
more in a completely separate episode as a follow up to one I I did a
while back, which was comparing email newsletters to LinkedIn newsletters
and how I was gonna 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 into subscribe to get notified
every time that content goes out.
Now I love that 'cause 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.
I've seen it with Google searches, typing in questions, and the answers
that are showing up are linking back to LinkedIn articles, A.K.A newsletters,
you know, articles and newsletters, same thing, just one's 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 gonna use them?
Let's talk about that next.
One of the most important things to do when there's a rollout 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 goals.
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 the 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 will 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 once a
week if you can squeeze it in.
Then we're gonna move on to the LinkedIn live events.
Now, these aren't gonna 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 like 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 StreamyYard.
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 gonna say?
We're gonna be repurposing.
You wanna know what my favorite tool is for repurposing long form content?
Opus Clips at this point in time is my go-to.
I'm gonna 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 earn a little bit of money.
We all win.
Or you get to try and 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 maybes when it comes to LinkedIn.
And speaking of repurposing, my favorite, as I said, LinkedIn
newsletters for 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 stuff.
Like honestly, if you can't hear how excited I am about these three things,
I think I should just quit podcasting.
Like that's it.
It's over.
Uh, 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.
That is because every time somebody connects with me or follows me,
LinkedIn automatically invite 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.
There's a theme here.
Go long first and chop it up into smaller bits.
So much easier than going short and trying to stitch them together.
So another little handy tip there.
You're wondering what types of content that you should
be posting in those formats.
Then go and check out my 3-2-1 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 know, like, and trust factor?
And the 3, 2, 1 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 greys, 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.
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 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 your interacting with your community,
using polls, using LinkedIn live events or using LinkedIn newsletters?
If you are someone that has been listening to this episode and you are
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 taster 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 Co exists, and so if you are someone that is ready to do this.
I'm ready when you are
If you've 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 Ty 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.