Five years ago, a B2B organic strategy meant SEO. Today, it's about social channels. A company's organic presence is defined by what its CEO, employees, and users are posting on platforms like X and LinkedIn, making "building in public" and community engagement the new pillars of organic growth.

Unlike static sales databases that quickly become stale, LinkedIn is a dynamic ecosystem where professionals update their own information. This makes it the most accurate and current source for list building and prospecting data, a core advantage over any other tool.

While many marketers focus on TikTok and Instagram, Facebook Reels is currently "crushing" organic reach, even among younger demographics. Similarly, LinkedIn is a massive, untapped opportunity for both B2B and consumer brands to gain attention.

Boosting posts directly from a person's profile (like a CEO or founder) performs significantly better than standard company ads. Users on LinkedIn engage more authentically with individuals than brands, leading to higher dwell times and lower costs.

Don't dismiss LinkedIn as just for B2B. Its organic reach is powerful and underleveraged. Users are in a business-focused mindset, making them receptive to a different style of content than on entertainment-driven platforms, creating a unique opportunity for brand distribution.

LinkedIn is increasingly integrated with search engines, meaning your long-form content and hashtags are now indexed and can appear in Google search results. This makes LinkedIn a key part of a broader "Always Everywhere Optimization" (AEO) strategy, not just a social selling tool.

LinkedIn shows impressions on comments, allowing marketers to prove ROI. A strategic commenting plan can now be a core part of a content strategy, sometimes yielding more reach than original posts. This shifts focus from just publishing to engaging with others.

Unlike Facebook's algorithm, which thrives on broad audiences, LinkedIn's requires precision. Success comes from using small, hyper-targeted audiences, often built from custom-uploaded company lists, to ensure every dollar reaches the exact target profile.

The TBPN hosts view LinkedIn not as a stuffy professional network, but as a frontier for engaging tech news content. They're actively hiring to understand and optimize for its unique algorithm and culture, seeing it as an "unwashed mass" ripe for education.