Hi - thanks for stopping by. 

I want to help you understand LinkedIn's new algorithm. This newsletter could change everything for you...on LinkedIn. 

LinkedIn now uses a machine learning system called 360 Brew — LinkedIn’s AI engine that determines who sees your content.

A lot has changed in how LinkedIn decides what gets distributed and to whom. If you’re investing time sharing your expertise with your industry, this is something you need to understand.

If you learn how to work this, you’ll reach your target audience. If you don’t, you’ll keep missing out on the most powerful free marketing and relationship tool of this digital era.

Read on...

-Stacey

Is your LinkedIn content falling flat?

Reach is dropping on LinkedIn. There is a new algorithm in place to help LinkedIn (the company) carry out their own objectives and its messing people up. 

LinkedIn has one main goal -  they want to facilitate providing value between two people. That means they want to give the right content (topics) to the right decision makers (titles). They are focused on relevance + value. 

So if your content is not getting traction, it could be due to these things:

• Your content is broad instead of specific
• The engagement you do get on posts is passive instead of conversational
• Your posts signal “generalist” instead of “operator”
• Your audience isn’t clearly defined

The algorithm isn’t punishing people. It’s trying to categorize them.

If LinkedIn's AI can’t figure out:

• Who you are for
• What you talk about
• What problems you solve

…it distributes your post cautiously.

So what do you do? 

Read on...

Your content needs to be "expert-led"

This is where most people miss it.

Expert-led content is not motivational. It's not selling, It's not announcing awards or new hires. 

It answers these questions:

• What do you know because you DO this work?
• What patterns do you see repeatedly?
• What mistakes are costing people money?
• What decisions separate top 10% performers?

Expertise-led content does 3 things:

1. Shows pattern recognition
2. Uses specificity
3. Has a point of view

That’s what the algorithm rewards: depth and authority.

5 Signals the Algorithm Reads as Authority

1. Specificity

Can you write content to your specific audience about their biggest painpoint? Here is an exampe:

Bad: “We are a cleaning company and provide healthy environments for people to thrive.”

Better: “We make facility leaders at large aerospace campuses look like rockstars to their higher ups...here is an example of exactly how we did it for one client..."

Specificity trains distribution. Who do you think LinkedIn is going to show that message to? 

Yup: Facility leaders in the aerospace industry.

Bingo. 

2. Consistent Topic Clustering

Dont post about too many topics. The algorithm can't categorize them.  Pick 3–4 content pillars max. Stay there. Repeat themes.

Repetition builds authority.

What themes could you commit to writing about for your business? 

3. Depth Over Volume

Surface-level tips don’t hold attention. Go deeper on your topics.

The algorithm measures:

• Dwell time
• Saves
• Meaningful comments
• Profile clicks

Expert posts create these desires from audience:

• “I need to save this.”
• “This is exactly what I’m dealing with.”
• “Can we talk?”

That’s authority distribution.

4. Real Examples

Instead of saying things like: “Our janitorial company focuses on quality cleaning and maintenance solutions that eliminate headaches and trouble calls.”

Boring!

Say: “One of my facility clients at a major aerospace company called to thank me for making him look great in front of his boss today.

Our QA inspection reports gave him clear visibility into the maintenance findings we’ve been tracking, helping his team address preventative issues early and save thousands of dollars."

Examples anchor expertise.

5. Comment Strategy

This is where most people lose reach.

The algorithm heavily weights:

• Quality comments you leave on others’ posts
• Conversations happening under your posts
• Back-and-forth dialogue

Expert positioning isn’t just posting.

It’s visible thinking in public.

That’s why a comment-first strategy works so well.

The Authority Signal Framework

1. Define ICP with painful specificity
2. Identify 5 recurring problems they talk about
3. Create 2–3 strong POV statements
4. Turn lived experience into micro case studies 
5. Engage daily with 10 ICP posts

That becomes a system, not random posting.

Don't know where to start? Follow this format:

Hook: Specific problem

Body: Pattern you’ve observed Example: Real client or lived scenario POV: What most people get wrong Close: Invitation to talk (not a sales pitch)

That structure naturally increases:

• Dwell time
• Saves
• Profile clicks
• Relevant reach

It's not about “beating” the algorithm

It's about:

• Becoming recognizable
• Becoming consistent
• Becoming trusted

The algorithm amplifies clarity.

And clarity comes from ICP depth + repetition + proof.

One more thing...

I am developing a highly requested 6 session, 1:1 Pipeline Activation + Authority Program for owners and service providers who want to launch a repeatable prospecting system on LinkedIn to stand out and build relationships that grow their business. 

If you are interested in learning more about this program, reply and I'll share the program agenda. 

This is DEEP work that builds a repeatable + effective social selling system you see all the other "winners" on LinkedIn have. 

(...and here is a BIG secret...there is a part of this program I do FOR you while you are busy running your business...or going to yoga).

#Teamwork! Now it's time for you to win. 

See you on LinkedIn, 

Stacey