Let’s not sugarcoat it. The LinkedIn algorithm update in June threw a lot of B2B marketers off their game (including me!) Impressions tanked. Engagement stalled. Panic set in.
If you felt like your LinkedIn content stopped working overnight, you weren’t imagining it.
But instead of chasing every new trend or over-analysing every dip in reach, I took a breath and did what I always do: Revisit the strategy. Investigate. Adjust. Test. Repeat.
Now that the dust has settled, here’s exactly what I’m doing for my business and my clients.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
Relevancy is the New Reach
For years, we’ve been told to chase impressions. The bigger the number, the better the performance, right? Not anymore.
LinkedIn made it official in June: It’s no longer about how many people see your content. It’s about whether the right people see it.
Here’s what that means in practice:
- Your content should speak to your ideal customer, not try to please the masses
- Engagement is about meaningful actions, comments and conversations, not just likes
- And if you’re still measuring success by views alone, you’re looking at the wrong scoreboard
The algorithm is smarter now. It’s looking at who you engage with, who engages with you, and what relationships you build in your posts, your comments, and even your DMs.
It wants to see connection. Relevance. Real value.
I’m all in on this shift.
The 3 LinkedIn Content Types I Trust
This isn’t some shiny new playbook. These are content types I’ve been using for years, and now, LinkedIn is finally rewarding them in a big way.
If you want to stay visible in this new landscape, here’s where to focus:
1. Polls
Let’s start with the easiest win.
Polls are still outperforming just about everything else, especially when it comes to reaching the right audience.
Why? Because:
- They’re fast to create
- They spark engagement, even from lurkers
- They teach the algorithm who’s interested in your content
When someone votes, it signals to LinkedIn that they care about what you’re saying and that makes it more likely they’ll see your future posts.
I use them to test ideas, gather insights, and keep the conversation flowing. And my clients are seeing the same results.
📌 Not using polls? Start with one every fortnight and go from there.
2. LinkedIn Lives
This is where trust is built in real time. If you want your audience to know, like and trust you, go live.
Here’s why LinkedIn Lives work so well:
- You can invite up to 1,000 people per week
- It creates a two-way interaction
- And you can repurpose the content in multiple formats
LinkedIn is also quietly investing in Lives. New Event Ad options now allow you to promote events before, during and after they happen. A clear signal they’re betting big on this format.
You don’t need a studio or fancy setup. I use StreamYard to stream to both LinkedIn and YouTube at the same time. It’s simple, reliable, and great for getting more mileage from one live session.
📌 Tip: Schedule your live a few weeks in advance so you can send invites, promote it properly and build momentum.
3. LinkedIn Newsletters
This one’s my favourite. LinkedIn newsletters are still massively underused, especially by B2B businesses. I don’t have to convince you because you are reading mine now! 😀
Here’s what makes them so valuable:
- People opt into hear from you
- Every time someone connects with you, LinkedIn automatically invites them to subscribe
- They get notified directly(not buried in the feed)
- LinkedIn Newsletters are indexed by Google, so your content lives longer than 24 hours.
And now with tools like ChatGPT pulling content from LinkedIn articles and newsletters, your insights have the potential to reach far beyond your current audience.
If your Company Page has 1,000+ followers and you’re not using a newsletter? You’re missing a powerful, long-term visibility tool.
For more info on this topic – https://b2bgrowthco.com/linkedin-newsletters-vs-email-newsletters-for-b2b-growth/
📌 I recommend publishing monthly to start. It’s manageable and enough to build consistency.
How to Build a Repeatable Strategy
I say this all the time: consistency beats hacks.
If you’re winging it week to week, these three content types let you work smarter:
- Polls: once a week, or fortnightly at a minimum
- LinkedIn Lives: once a month, aligned with a key topic or campaign
- Newsletters: monthly, repurposed from my longer-form content (lives, podcasts, blogs)
This is the exact content rhythm I follow and what I roll out with clients who are serious about building visibility and trust on LinkedIn.
It’s not about volume. It’s about alignment.
When your content aligns with your business goals, your audience’s needs, and the platform’s direction, you win.
Final Thoughts
This isn’t the first time LinkedIn has changed. It won’t be the last!
But here’s what won’t change:
- B2B buyers want helpful, relevant content
- Community still matters more than reach
- And strategy beats “posting for the sake of it” every time
If your content isn’t landing right, don’t panic. Reassess. Re-align. And rebuild with purpose.
If you need help implementing these changes for your business, book a call. Let’s simplify LinkedIn so it works for your business in 2025.
Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
