Stop creating separate social media accounts for different content types. Modern algorithms prioritize serving individual pieces of content to the right audience, regardless of your account's history or niche. A single high-quality post will find its viewers, making account-level siloing obsolete.

Don't blame the algorithm for poor engagement. Truly compelling content, like a major company announcement, still breaks through and achieves massive reach. The platform rewards exceptional content, not just consistent posting.

Posting daily on platforms like LinkedIn can feel like an "exercise in futility," yielding minimal tangible results like new subscribers. Time is often better invested in creating high-quality, long-form "cornerstone" content that can be repurposed later and provides more lasting value.

Contrary to the recent push for video-first strategies, Digiday data shows LinkedIn video views are declining. The platform is now oversaturated with video, causing a performance dip. This suggests marketers should diversify back to previously effective formats like carousels and text-with-image posts to stand out.

Posting content just for the sake of it is counterproductive. Low-quality, non-engaging content actively harms your reach by signaling to social media algorithms that users are not interested in your brand. This suppresses visibility for all future posts. It's better to post less frequently with higher quality.

Generative AI has neutralized content volume as a competitive advantage. In fact, inconsistent messaging across many assets can penalize a brand in AI models. This reverses the old SEO playbook, making it critical to focus on fewer, higher-quality pieces with deep expertise and a consistent narrative across all channels.

A viral social media post is visible for about 48 hours, while a blog post or podcast episode can bring in leads for years. Focusing on search-optimized content creates assets that compound in value over time, providing more sustainable results than chasing fleeting attention on social platforms.

Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.

While LinkedIn is a long-term play, demonstrate immediate value to maintain support. Repurpose brand content (like a CTO's post) for short-term goals, such as in targeted recruiting messages, to justify continued investment.