From Viral to Value

The LinkedIn way of content

by House of Creators
 Gotta get them all.
These are pre-cursor to this 8th creator course.
We highly recommend you complete these
8 courses before you start with this one.
Click to download.
 Algorithm Insights
LinkedIn's algorithm has changed. Shift
in focus from viral to value-driven
content
Algorithm Insights:
If you're wondering, "Why LinkedIn is so against "viral"
content?" Well, LinkedIn has finally answered it.
Here it goes...

What has changed? LinkedIn experts say...

Non-professional content, especially posts
designed to game the system, will no longer
be rewarded in the same way. The reasoning
behind this is that LinkedIn saw an influx of
Facebook-style content during the
pandemic.
Think of LinkedIn as a digital workplace.
Instead of broadcasting to everyone, like
shouting in a busy office, aim for engaging,
informative conversations with the right
audience, like a productive team
meeting.

What should you do?

Reflect on how you've been approaching LinkedIn so far.
Are you broadcasting or engaging in a conversation?
Note areas for improvement.

Strategy Scrutiny Where to improve? How to engage?

Look back at your past
LinkedIn posts and
activities. What kind of
content have you been
sharing?
Have you been more
focused on "broadcasting"
your achievements and
thoughts, or have you been
actively starting and
participating in
discussions?
Do you reply to comments
on your posts? This step is
all about understanding
your current approach.
Now that you have an
understanding of your
current LinkedIn habits, ask
yourself: Where can you
improve?
Maybe you could interact
more with your network,
respond to comments, or
start discussions on
relevant topics.
Maybe your posts could be
less about broadcasting
your achievements and
more about sharing your
journey or useful
advice.
Start making the changes
you've identified in step 2.
Share a post where you
discuss a professional
challenge you overcame
instead of just sharing the
end success. Engage with
your audience by asking
questions, seeking their
opinions, or encouraging
discussions.
Respond to comments and
show appreciation for their
interaction. Remember,
LinkedIn values meaningful
conversations, not just
broadcasting.
 Major Changes
Two significant changes have been
made to the LinkedIn feed.
Key Changes:
Transformed LinkedIn's feed: increased visibility for
followers and prioritisation of posts that share;
knowledge and advice.
Followers in focus!
If you post on LinkedIn, it's more likely that
your followers will see your post. LinkedIn has
reported a 10% increase in people viewing
posts from those they follow.
Experts be like...
Increased visibility for your followers is akin to
a private concert for dedicated fans, ensuring
they get the front-row experience they desire.
Prioritizing "knowledge and advice" posts is
like a curator at a museum; it surfaces the
most enlightening exhibits to visitors.
Knowledge & Advice
Posts that share knowledge and advice are
now given priority across the platform.
LinkedIn is aiming to surface this type of
content to users who will find it most useful.
What do we do
Assess your posts. Do they cater to your
followers and provide valuable knowledge?
Time to go to your profile and view it like your
follower would view it.
When you find a post, stop and ask,
"Does this post help me?"
 Quality Posts
How does LinkedIn identify posts
packed with 'knowledge and advice'?
Let's find out!
Quality Posts:
LinkedIn's system is now evaluating whether a
post contains valuable information and tips.
Here are some ways LinkedIn does that:

The Audience
Your post should target a distinct audience.
LinkedIn wants to see that your content is
relevant to a specific group of people.

The Topic
LinkedIn assesses whether you're an authority
in the subject/topic you're posting about.
Make sure your posts reflect your area of
expertise.

The Knowledge
Posts should not just provide generic
information but should offer insight drawn
from your personal perspective.

The Engagement
LinkedIn now rewards posts with "meaningful
comments" - responses that truly engage
with the content of the post, as opposed to
empty comments like "great!" or "so true!".

Experts added:
Targeting your audience is like delivering a
personalized message. Writing in your core
area is like a chef cooking their signature
dish. Meaningful engagement is like an
enlightening debate. A unique perspective is
like a fresh viewpoint in a discussion.

For each of your recent posts, evaluate if it

met these criteria. Note down areas of
click to view post
improvement.
 Content Strategy
Adapting to these changes requires
you to revise your content strategy.
Content Strategy:
Actionable steps to build the right
content strategy.
Let's go.

Call to Action: Define your topic and audience, choose the right content
type, incorporate knowledge & advice, and design for engagement.

Day/Check Mon Tue Wed Thu Fri

Niche Technology Marketing

Leveraging social
The future of AI in
Topic healthcare
media for business
growth

Tech enthusiasts, Marketers,

Audience Health professionals Entrepreneurs

Content Type Video Article

Key potential Tips on effective

Knowledge & Advice applications of AI in social media
healthcare strategies

Share a recent
Share a case study
project your team
Your Perspective worked on in this
from your own
experience
area

Ask viewers about Ask readers about

Engagement Strategy their thoughts on AI their own social
in healthcare media strategies

Continues from a Relates to previous

Relevance to Previous previous posts about digital
Posts conversation about marketing
AI advancements strategies

AI in healthcare is a
Social media
Relevance to Current current trend in the
marketing is an
Trends technology and
ongoing trend
health sectors

Post Draft "Your Draft" "Your Draft" "Your Draft" "Your Draft" "Your Draft"
 BOom! You did it.
Congrats on completing this course.
Now, go upgrade your content
journey based on the new
LinkedIn guidelines.