Sales & Marketing Leadership SIG
Topic: Linked in Changed Their Content Strategy and so Should You!
Facilitator: Crystal Thies, founder and CEO, Crystal Clear Buzz
We’ve seen massive changes on LinkedIn this past year. While most of them were right in front of our faces with the new format, the most important change is hidden in the shadows.
If you’re posting content the same way you’ve done in the past, you’re likely wasting time and maybe even money.
In March 2017, LinkedIn announced it was implementing a new system for generating the news feed. This new system is a game changer.
In the past, the LinkedIn news feed algorithm focused on the order of the content coming from your connections, those you follow. LinkedIn tried to put the content that you thought would be most relevant. and that you would want to engage with, at the top. Theoretically, all of your connections would be able to see your content if they scrolled far enough.
Now LinkedIn is removing content from the news feed that they deem as spam or irrelevant. Additionally, content that it sees as “low quality” is only shown to a small percentage of your network to see if they engage with it. If they don’t, bye-bye from the news feed!
This change signals a major paradigm shift.
LinkedIn’s goal was to be the place that people came to find and read news and professional content. But what they got was a link pushing fest that became extremely noisy and made it difficult to find high quality content that led to actual engagement (keeping people on LinkedIn longer). When people followed the links, they didn’t always come back. What they thought would keep people on LinkedIn longer, didn’t actually happen.
Now LinkedIn wants the news feed to be a place of discussion. Instead of demonstrating your expertise by writing an article (whether on LinkedIn or your own website) and pushing it into your news feed, LinkedIn wants you to demonstrate your expertise through discussion.
This means your entire LinkedIn content marketing needs to change!
So what should a savvy LinkedIn user and successful content market do?
Find out how to stay out of “low quality content jail” and what adjustments you need to make to your LinkedIn content strategy from LinkedIn Ninja Crystal Thies.
Join us on February 20, 2018 for what promises to be an interesting and lively discussion!
Bio – Crystal Thies, also known as the LinkedIn Ninja, is the founder and CEO of Crystal Clear Buzz, a company focused on helping companies and individuals utilize social media for sales and business development. Although well versed and experienced in all social media, Crystal specializes in the utilization of LinkedIn® for both B2B companies and sales professionals. The strategies, methodologies and philosophies that she advocates were developed completely by her through her own use as a salesperson and small business owner. Daily trial and testing are her modus operandi for staying on top of the ever evolving and changing LinkedIn platform. As a past financial planner, she is also one of the few social media experts who understand the unique challenges faced by those regulated by FINRA, the SEC and IIROC in utilizing LinkedIn. The LinkedIn Ninja provides training, customized strategies, and even outsourced services such as lead generation and LinkedIn profile building, to help you or your company find prospects, build relationships, establish yourself as an expert and ultimately grow your revenues utilizing LinkedIn. She is the co-author of “The Social Media Handbook for Financial Advisors: How to Use LinkedIn, Facebook, and Twitter to Build and Grow Your Business” which was published by Bloomberg Press in July 2012.
About this SIG: Leadership and community opportunity for Sales Leaders and Marketing Professionals that meets on the 3rd Tuesday of the month.
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