Do you want to achieve greater digital visibility on LinkedIn? With digital visibility, you can achieve greater reach without investing in advertising campaigns like AdWords. This gives you independence and the flexibility to market yourself, your brands, and your offerings.
What is the LinkedIn algorithm?
The LinkedIn algorithm determines which content appears in a user’s feed. That is, it selects which posts from companies, people, and topics are shown to them. The algorithm attempts to make the news feed attractive and user-friendly.
You can achieve digital visibility in LinkedIn marketing if you understand the algorithm and use it in content marketing. This makes marketing investments more worthwhile because the effects are more sustainable.
How does the LinkedIn algorithm work?
LinkedIn has a four-step content review process to reduce the likelihood of spam or inappropriate content. Understanding the steps LinkedIn takes before reducing (or increasing) the reach of your content is an essential part of using LinkedIn as a content marketing channel.
Learn more in the video with one click: LinkedIn Algorithm : How to Gain More Visibility and Reach for Brand and Content Marketing. In the video, LinkedIn expert Dr. Claudia Hilker explains how the LinkedIn algorithm works. LinkedIn has a four-step process for reviewing content, which is described in the video and below.
The four filters in the LinkedIn algorithm
- Automatic filters: First, automatic filters evaluate whether this is high-quality content or poor content like spam. The filter uses algorithms or artificial intelligence to assess this.
- Engagement: How is the engagement in your network? The decisive factor is whether the news feed rotates around your post or whether there is no or negative response. Engagement will help your post gain traction; without engagement, its visibility will be limited.
3 Credibility and relevance: Does your content align with your expert positioning? If you write about all sorts of topics, your content will be downgraded in the LinkedIn algorithm. So always be strategically relevant and write about topics that align with your positioning if you want to achieve digital visibility. - Human evaluation. LinkedIn employees look at your post and perhaps see a creative graphic or a great video. They then upvote your post or video.
Quality check in content marketing for digital visibility
Make sure your content always meets these four filter criteria if you want to progress with your LinkedIn content and increase your expert positioning’s digital visibility. Always review your content with the central question:
Is this content current, interesting, and relevant to your target audience? Only publish your content if you can answer YES to these questions. This post is an excerpt from the new book “ LinkedIn Marketing and Social Selling “ by Dr. Claudia Hilker.
Get in touch if you need support with LinkedIn marketing. I support many B2B companies with premium brand management, digital visibility, and content marketing to achieve their B2B growth goals.
