To-Do:

• Create content with a unique story, narrative, or a truly unique, polarizing opinion: This is essential as LinkedIn is saturated with content, and generic “how-to” content is losing its value and will be crowded out by AI-generated content.

• Keep posting consistently, even if a post gets less engagement in the first 20 minutes: LinkedIn’s algorithm is increasing content lifespan, meaning posts can gain momentum weeks after initial publication.

• Continue nailing the fundamentals of content creation to maximise performance: Despite platform-wide organic reach trending down, LinkedIn is still by far the best platform for B2B companies to acquire customers organically.

• Use your best-performing organic content for thought leader ads after 2-3 weeks: These ads appear almost identical to organic posts, avoiding “banner blindness” associated with traditional corporate ads and effectively extending the reach of proven content.

• Before boosting a thought leader ad, edit the original organic post to include a “PS” line with a link/CTA in the copy: This workaround allows you to drive traffic or action, as Ads Manager does not natively support CTA buttons for thought leader ads.

• Intentionally include imperfections (e.g., casual tone, slight grammar deviations, even a typo) in your content: This makes your content sound human and authentic, counteracting “optimization fatigue” and distrust caused by overly perfect or AI-generated content and overused templates.

• Post LinkedIn content consistently, ideally five times per week: Consistent posting increases the opportunities for AI search engines like ChatGPT and Claude to index your content, contributing to Answer Engine Optimisation (AEO) and driving product discovery.

• Build a content ecosystem by layering in multiple personal accounts (founders, senior leadership, employees): Since one account’s posting volume is constrained, this strategy allows for horizontal scaling, hitting unique audience segments, and creating a pervasive company presence.

To-Avoid:

• Avoid generic “how-to” content, basic listicles, or safe, generic content: LinkedIn is becoming saturated, and AI content is flooding the feed, making such content commoditised and ineffective for standing out or building an audience.

• Do not prematurely worry or stop posting if a new post has low initial engagement: The content lifespan on LinkedIn has increased, giving posts more time to gain momentum and be seen by readers.

• Do not “throw your hands up” and assume LinkedIn won’t work due to declining organic reach: While organic reach is trending down platform-wide, it remains the “no-brainer” best platform for B2B companies to connect with customers organically.

• Do not rely heavily on traditional, highly branded corporate ads on LinkedIn: These often trigger “banner blindness” as users immediately recognise them as ads and are more likely to scroll past them.

• Do not make your content “too perfect,” overly pristine, or rely on commonly overused writing tropes and hook templates: This leads to “optimization fatigue” among readers who tune out content that appears sterile, formulaic, or untrustworthy due to widespread AI usage and template copying.

• Do not believe claims of secret tactics to influence AI search engine indexing of LinkedIn content: The only known method to impact Answer Engine Optimisation (AEO) via LinkedIn is consistent posting; any claims of specific “secret tactics” are currently unsubstantiated.