Pay attention to the metrics LinkedIn emphasizes, as they reveal what the algorithm currently values. The addition of 'sends' and 'saves' is a direct signal to create content that people will share in DMs or save for later, such as practical guides or highly relatable memes.
Before investing time in creating a full post, test the core idea as a comment on someone else's relevant content. If the comment gets significant engagement (likes and replies), it's a strong, low-risk signal that the topic will perform well as a standalone post.
A sustainable LinkedIn strategy relies on three content pillars. 1) Evergreen: Posts on timeless audience pain points. 2) Trending: Content that remixes current news or memes for your industry. 3) Testing: New, original ideas that, if successful, can be moved into the evergreen bucket.
Instead of only looking within your niche for inspiration, observe the content formats and topics that are trending in completely different industries. Adapting a successful concept from another vertical, like finance, and applying it to your own can make it feel fresh and original to your audience.
Asking your entire company—from sales to HR—to like a marketing-focused post confuses LinkedIn's algorithm. It receives mixed signals about the target audience, causing it to show the content to irrelevant people and ultimately stifling its organic reach to your actual ideal customer profile.
Build a loyal audience by following an 80/20 rule. 80% of your content should be "zero-click" and purely provide value (help, entertainment, inspiration). This earns you the right to use the remaining 20% for promotional asks, like event sign-ups or product announcements.
LinkedIn's algorithm deprioritizes company pages. To counter this, use your brand page to comment on popular posts. This tactic leverages 'comment impressions' to hijack visibility from larger accounts, driving followers and engagement back to your page when organic post reach is low.
Audiences don't remember what you posted two weeks ago. Instead of constantly brainstorming new content, identify your top-performing posts and "repeat your winners." Remix successful ideas into different formats to maintain engagement and momentum without the pressure of daily originality.