Prioritize specialized knowledge and insights

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A key aspect of LinkedIn’s latest major algorithm update, which took place in June 2023, is the increased emphasis on real knowledge and expertise. “The platform is looking to highlight more knowledge and advice shared by experts,” Buffer says. “The algorithm determines what expertise is relevant to users by identifying the user’s interests based on information and activity in their profile.”

This is a positive development for B2B brands, which tend to job seekers data offer targeted specialization within a certain category. If you create content that connects with a target audience of buyers and decision-makers, it is more likely to appear in the feeds of others with similar expertise.

Raise the level of your employees and managers
The second major part of LinkedIn’s June 2023 algorithm update was an emphasis on increasing the reach of content to existing connections and followers. This development underscores the value of employee advocacy and thought leadership from executives, helping your brand reach the network your team has built over their careers.

The downside is that this change can make it even harder to reach unknown audiences with branded content. To counter this, work on growing your brand’s organic following and building awareness with paid PPC campaigns .