2 min read
Most people don’t write for other people on LinkedIn. They write for the infamous algorithm. And you can spot it quickly.
All content tends to have the same format and the same cadence – that instantly recognisable writing style and rhythm. The same ‘hot takes’ prevail, designed to provoke rather than add value.
It’s worth questioning how long this cookie-cutter culture will continue, with LinkedIn now rewarding a more considered content approach.
What’s actually changed?
LinkedIn’s new 360Brew AI model is designed to understand what you consistently post about, then place your content in front of people likely to find it relevant, including those beyond your existing network.
That shifts the focus away from previous algorithmic preferences, which may have felt like posts with gratuitous buzzwords and hashtags were all you were seeing on your feed.
With this move to 360Brew, LinkedIn has pivoted toward favouring signals of genuine usefulness. Activity LinkedIn now reads as meaningful includes:
- Content people save
- Comments that add further value
- Conversations that continue beyond the first reply
In summary? Considered, engaging and consistent content is winning out.
So, do you need to game the system to get noticed?
You can try. Plenty still do.
But as a good rule of thumb, if your content could sit under anyone’s name and still make sense, it won’t build credibility or profile. It might get a spike in engagement but then disappear.
It’s better to adopt a simpler and more disciplined strategy:
- Be clear on what you want to be known for
- Stick to two or three key themes
- Share real insight, not recycled opinion
- Invite discussion that moves the conversation on
Do that consistently and the algorithm has a much easier job matching you with the right audience.
How Aspect helps content stand out
It’s important to note that this evolution isn’t about writing more. It’s about writing with intention.
At Aspect, we treat owned content as a foundation. It’s where credibility is built externally, in your own words and with your own direction.
What that looks like in practice:
- Sharpening your personal profile so your expertise is clear and concise
- Using focused content sessions to create multiple insight-led posts that still sound like you
- Designing prompts for meaningful conversation, not just vanity engagement
- Reinforcing expertise across two or three topics, so your audience knows what you stand for
- Working smarter, so that owned content can help identify themes that can be repurposed for other channels
If your LinkedIn looks active but isn’t moving anything forward
Just two of the ways we can help:
- Digital audit
A practical view of your digital footprint – assessing what’s working, what’s blending in and what to change to make your expertise easier to recognise
- LinkedIn workshops
Sessions for teams who want stronger writing, clearer ideas and content people actually want to engage with
Get in touch if you’d like to chat about how your LinkedIn content can work smarter for you.