I base many of my insights on Richard van der Blom's yearly LinkedIn Algorithm Report: the most thorough, data-driven breakdown of how the platform actually works. Format performance, posting patterns, engagement mechanics. 

Tactical gold. If you or your team create content on LinkedIn, get the report. Full disclosure: affiliate link. You get the best LinkedIn data available. Richard buys me lunch. 

1. How the algorithm builds its profile of you, which influences your reach
2. Your connections are no longer your distribution
3. Specificity beats authenticity
4. Nurturing: the work after you publish
5. The 9 rules for commenting effectively
6. LinkedIn's algorithm is basically a nightclub bouncer, deciding who gets in and who does not
7. The 5 LinkedIn tips no one tells you
8. LinkedIn’s new 2026 algorithm, what changed?
9. LinkedIn is in 2026 of the most cited sources in AI-generated answers
10. The power of dark reach, the invisible spread of your content
11. How to control what you see in your feed; your dwell time
12. Be aware of the ‘Pod policy’ for friends and co-workers
13. Reposting, ‘instant’ is still the best, and reposts from employees have -30% impact
14. How to set up employee advocacy and employee-generated content
15. ‘Open to work’ as a red flag
16. Your profile matters and makes a huge difference
17. Sources and who to follow

→ How to make your resume ATS-proof.  Around 75% of companies use ATS to scan and auto-reject resumes, meaning if yours isn’t formatted properly, it might never get seen by a human.

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Read more below. And please, before jumping to any conclusions, check the original sources for all insights, nuances, and details. As with everything, these secrets have context.

1. How the algorithm builds its profile of you, which influences your reach

The algorithm sees more than your posts, it has built a model of you. Based on your profile, your posting history, your engagement patterns. 

And your reach is directly connected to that. It's about what the algorithm expects from you. When you post, it checks your content against that model. A match means distribution. A mismatch means suppression.

→ Your topics are your territory. One post outside your lane won't kill you. A pattern of drift will.

Three types of posts that destroy your reach becasue the algorithm didn't expect from you: 

• You announce you're renting out your summer house. Available in August. The algorithm built a model of a senior leader. It finds a property listing. 

• You share your morning routine. 5am. Cold shower. Gratitude journal. The algorithm built a model of a strategy leader. It finds a lifestyle account. 

• You share three lessons from your weekend run. Your audience followed you for industry insight. They're getting a training log.

It can also be more subtle: I’ve built authority around brand marketing, content strategy and AI. Then I start posting about sales funnels and performance marketing. 

Still marketing. Still professional. Still wrong. The algorithm has a model of me. My detour into demand gen reads as noise and a disconnect. 

2. Your connections are no longer your distribution

LinkedIn's feed is no longer built around who you know or follows you. It is built around what the platform thinks you care about. Relationship graph to interest graph. That shift changes how reach works.

→ For companies, it is a warning. Your logo won't carry you. Your executives and subject matter experts are your reach engine. 

The ones who post with clarity and a real point of view and post with sharp topical focus, they can reach people who have never heard of you. If your LinkedIn presence depends solely on your company page, you are building on a foundation that is actively losing ground.

In 2026, 4 separate algorithm teams evaluate and rank every company and personal post before it travels anywhere. Each post is scored across all simultaneously. The ones that travel furthest score well across the board.

• News. Mission: Be first, be credible. Rewards: Breaking news reactions within 60 min. Penalties: Late takes on stale news.
   
• Engagement. Mission: Quality over quantity. Rewards: 12 real comments, 200+ likes. Penalties: Shallow reactions, no discussion.
   
• Trust & Safety. Mission: Keep it human. Rewards: Authentic, distinct voice. Penalties: Spam, bait, AI-generated filler.
   
• Design & UX. Mission: Stay on platform. Rewards: Docs, carousels, text + image. Penalties: External links, off-platform redirects.

3. Specificity beats authenticity

Reach is the old game. Engagement is the current game. And relevance and specificity is how you win it.

The audience hasn't stopped engaging. They've stopped accepting anything less than something worth their time.

In 2024–2025, showing up personally and honestly on LinkedIn was an edge. By late 2025, it had become one of the most overused patterns on the platform. Templated, frequently AI-assisted.

The feed was full of "here's what I learned from failure" posts that look and feel identical. These so-called authentic posts no longer stand out. They're everywhere. That vague vulnerability is now invisible.

What stops the scroll in 2026 is concrete: a real client, a specific number, an actual decision. Specificity plus expertise is the new differentiator.

→ For senior leaders, that changes the brief. Not more content. Better content. One specific insight from a real situation outperforms ten polished pieces written to be broadly relatable.

4. Nurturing: the work after you publish

The post is not the finish line. What you do in the hours and days after hitting publish can multiply your reach by 2 to 10 times. Or leave most of that potential on the table. Nurturing is now as important as the post itself.

→ For executives, the implication is direct. Publishing without staying present is a significant waste of the reach you built. The post is the opening. The conversation keeps it going.

High-performing content in 2026 stays active in feeds for 2 to 3 weeks. The condition: it keeps generating comments and time spent.

• The golden window is the first 1 to 4 hours. Meaningful interactions in that window generate 10 to 14 times more reach than publishing and disappearing.
   
• Authors who reply within 30 minutes generate 64% more total comments and 2.3 times more views. The reply is not courtesy. It is the mechanism.
   
• Reply with substance. An opinion, a specific follow-up question, a new angle. That scores measurably better than a thank-you or a single word.

What not to do: engagement bait; ‘comment XYZ’,  engagement pods; the platform detects the pattern and penalises it, and generic two-word comments. ‘Great post’ or ‘I agree’ goes nowhere.

5. The 9 rules for commenting effectively

Comments are wildly underused on LinkedIn. They’re not flashy or viral, but they work. Commenting creates two-way interaction. 

When people do use them, they often miss the mark. Instead of contributing meaningfully to the conversation, they default to generic, short reactions that do little to build credibility or reach.

→ A comment has 15x the importance of a like (Algorithm Insights 2024 Report by Richard van der Blom)

The common mistake

The most common mistake? Tossing in a lazy “Totally agree!” and calling it a day. That’s not a comment. It’s background noise. It doesn’t show you’ve read the post, and it definitely doesn’t start a conversation. These comments add no context or perspective and usually get ignored by others and the algorithm.

1. Write 15 words or more

Not to fill space, but to show you’ve considered the post. Longer, more thoughtful comments are far more effective in getting attention and starting a conversation.

2. Write it yourself, then improve with AI if needed

Start with your own thoughts. Use AI to sharpen after you’ve written your comment, not before. AI-generated comments are easy to spot. The algorithm notices, and so do people.

3. Add something useful

Respond with insight, not just agreement. Build on an idea. Ask a relevant question. Offer your perspective. The goal is to contribute something useful that sparks conversation.

4. A comment is not about you

This should go without saying, but don’t drop your elevator pitch in someone else’s comments. A good comment shines light on the original post, not yourself. Think conversation, not self-promotion.

5. Timing matters

Comments left within the first hour after a post goes live tend to have more impact. Early engagement helps boost the original post’s visibility, and your own comment is more likely to be seen.

6. Always reply

Whether you give or get a comment, reply. Follow the same rules above. Continue the conversation. Again, the algorithm notices, and so do people.

7. Comment first, like second

Your first interaction matters. LinkedIn values your very first signal, and commenting still ranks higher. This insight surfaced in 2024. It may evolve, but for now, it’s worth the small effort to write before you tap the thumbs-up.

8. The ‘I like yours, you like mine’ policy

LinkedIn actively discourages this kind of mutual back-scratching. Engagement pods and coordinated likes from coworkers often do more harm than good. By default, engagement from colleagues carries less algorithmic weight than interaction from peers or strangers.

Also worth noting: when the same people always comment first on your posts, their impact decreases over time. Mix it up. Focus on real conversations, not choreographed ones.

9. Lastly, be you

Be unmistakably you. Don't try to impress. Or be somebody else. People love authenticity. Especially if you're a bit upfront, quirky, nerdy, and outspoken. 

Final note

LinkedIn gives you what you give it. If you're just here to check a box, expect crickets. But if you use it as a space to connect, contribute, and learn, even in the comments, you’ll start to see it pay off.

Comments may seem small, but when used well, they are one of your most effective tools.

6. LinkedIn's algorithm is basically a nightclub bouncer, deciding who gets in and who does not

There's a bigger system in place so LinkedIn can keep all our feeds as relevant as possible, so that we, the users, keep returning to their platform

If you think LinkedIn is for just posting your content, you’re missing the point. In my daily work, I see many people getting anxious over details and specs while they don’t even know the basics of how and why the platform works. 

→ Before your content is seen at all, you need to get into the LinkedIn feed first.

Rule 1: The algorithm is the nightclub bouncer

1. You don’t look the part. If your post isn’t formatted well, the visual is off, or the text is hard to read, the algorithm notices. Looks matter. 
    
2. You don’t bring the right energy. Flat, generic, mediocre content signals low engagement potential. The algorithm wants posts that spark conversation, not just take up space. Engagement matters. 
    
3. You’re not on the list. Rarely post or engage? The algorithm doesn’t see you as a regular. Just like the bouncer turning away someone who shows up once a year, it won’t prioritize you. Consistency matters. 

Rule 2: AI scans your post before any human sees it

The bouncer from the example above, that's AI. So, before your post even reaches someone’s feed, AI has already judged it. 

This scan is fast and ruthless. Only if your content passes all these checks will you have a chance to be featured in the feed. If you fail, no one even knows your post existed.

Rule 3: Your activity gets you VIP treatment

Being social on LinkedIn matters. The algorithm rewards effort. Engaging with others, sharing insights, starting conversations, and showing up in the comments pays off. That’s why comments are ranked higher than likes. Comments show you’re part of the conversation, not just tapping a button and moving on.

→ Read the full post 

7. The 5 LinkedIn tips no one tells you

LinkedIn is quietly reinventing itself, and it looks like it's borrowing TikTok's algorithmic playbook. It’s shifting from a social graph to an interest graph, and that one change rewrites the rules of reach, visibility, and what actually gets seen.

To keep this overview page a bit manageable → the full article ‘The 5 LinkedIn tips no one tells you’

What you’ll read: 

• In 2025, the big shift, from a social graph to an interest graph
• Tip 1: Long-form is back. Depth and niche expertise are in. Video? Not so much
• Tip 2. Write as you speak, don't try to impress
• Tip 3: Stop asking fake questions. No one’s falling for it anymore
• Tip 4. Obsess on the hook
• Tip 5. Comment and engage
• Company pages: still technically alive, basically useless. Here’s what to do
• How often should you post

8. LinkedIn’s new algorithm, what changed?

This marks a major shift in how the LinkedIn timeline works. It now doesn’t just scan your post, it reads it. Context, tone, and relevance now matter more than hashtags.

Instead of relying on thousands of separate algorithms—one for jobs, one for the feed, one for ads, LinkedIn now runs on a single large-scale language model with 150 billion parameters. It's similar to the technology behind ChatGPT or Gemini.

Here are the 3 biggest changes you need to know. 

From ‘clicks’ to ‘meaning’

In the past, LinkedIn focused on signals like likes and hashtags. 360Brew now actually reads and understands your text. It grasps the context and professionalism of your post. It’s all about content quality and relevance to your audience.

The profile-content anchor

360Brew doesn’t look at a post in isolation; it evaluates how well it matches your profile. It uses your headline and ‘About’ section as the foundation for your expertise score.

If your post aligns with your stated area of expertise, you get a boost. If not, the model may suppress it.

AI detection

In the 360Brew era, the value system has shifted, as mentioned about the importance of comments and saves. But the model is extremely effective at detecting lazy, fully AI-generated content, and often downgrades its reach.

9. LinkedIn is in 2026 one of the most cited sources in AI-generated answers

AI is quietly building its knowledge base and LinkedIn Articles are one of its primary sources. Most brands haven't connected LinkedIn publishing to AI visibility yet.

For B2B queries, Profound tracked it as the #1 cited domain across six major AI platforms.

Semrush analyzed 325,000 prompts across ChatGPT, Google AI Mode, and Perplexity. LinkedIn appeared in 11% of all AI responses, second only to Reddit, ahead of Wikipedia, YouTube, and every major publisher.

• "LinkedIn is one of the most cited domains across AI models. 
  It ranks #2 in citations in the Semrush dataset, appearing in 11% of AI responses on average across ChatGPT Search, Perplexity, and Google AI Mode.
   
• Your LinkedIn content can directly shape how AI explains your brand. 
  LinkedIn shows relatively high semantic similarity scores in our dataset (0.57–0.60), meaning AI responses often mirror the meaning of the original content.
   
• Educational, original content is cited most often. 
  Long-form articles (500–2,000 words) and mid-length posts (50–299 words) account for the largest share of AI citations, and 54–64% of cited posts focus on sharing knowledge or practical advice, while reshares are rarely referenced.
   
• AI citations reward relevance and consistency more than virality. 
  Most cited posts have moderate engagement (15–25 reactions), while about 75% of cited authors post frequently (5+ posts in four weeks) and nearly half have over 2,000 followers.
   
• You need both Company Page content and individual thought leadership. 
  For example, Perplexity cites Company Pages most often (59%), while ChatGPT Search and Google AI Mode more often cite individual creators (59%)."

What this means for your brand

The brands showing up in AI-generated answers aren't posting more. They're publishing better.

Structured articles. Clear expertise. Consistent topics. Written by people who actually know what they're talking about, not by a content team filling a quota.

→ AI doesn't cite your brand. It cites your content, published by a coworker

That shift, from thinking about LinkedIn as a social channel to treating it as a publishing platform, is the whole game right now. Most brands haven't made it yet.

Your next AI citation isn't a campaign. It's a LinkedIn article, written by someone at your company, published this week.

10. The power of dark reach, the invisible spread of your content

Dark reach on social refers to the unseen impact of your content: those interactions and impressions that don’t show up in the analytics but still matter. Just because you can’t measure it doesn’t mean it isn’t real.

1. Invisible spread

Your content travels through private channels – chats, closed groups, email, DMs – where tracking dies.

• Shared by trusted peers, so higher impact
• Links copied without UTM tags → ends up as ‘direct’ or mystery traffic
• Reposts without credit → lives on in someone else’s feed, quietly

2. Invisible impact

Your content leaves a mark even when no one clicks, likes or comments.

• People might say ‘I see you post every week,’ though no metrics show that
• On LinkedIn, a glance can create an impression, yet it may not be logged
• Unopened emails where the sender + subject line alone build recognition and authority for you

Why this matters

Dark reach equals your content going ‘viral’ in the shadows. It’s the ghost impression that lives in someone’s mind, even if your dashboard shows crickets. Think of it like the friend who never comments but somehow knows your whole life story.

11. How to control what you see in your feed; your dwell time

You can have a say in what content pops up in your feed. Besides engaging with content and creators, you can also do this by controlling your dwell time.

The more time you spend on a post, the more LinkedIn thinks you like it, even if you don't engage with the post. 

Please note, this also goes for content that irritates you. So if you read something annoying and you get all fed up, and continue to read, LinkedIn thinks you appreciate it. The algorithm can’t read sentiment (yet).

So, if you want to see less of that type of content, don’t engage with it. Don’t read it. Scroll on as fast as you can.

Do spend time reading and engaging with content that you like. The more you do that, the more of that type of content you’ll get. And if you really like it, leave an in-depth comment and help the original poster gain more reach.

→ ‘How to comment, with 15x the impact of a like’ (number 7 on the LinkedIn algorithm secrets list) 

12. Be aware of the ‘Pod policy’ for friends and co-workers

Don’t ask your coworkers and friends to like and share your content blindly. LinkedIn has a ‘pod’ policy with penalties. This means you can’t fool the algorithm by asking for engagement just to increase reach. The algorithm recognizes this and lowers the value of the content.

In other words: LinkedIn punishes the ‘I like yours, you like mine’ behavior (the pod policy).

I also know that for a major brand launching a new product, LinkedIn warned them in advance. The warning was about their plan to have thousands of employees post about the product on launch day. LinkedIn noticed, and the content was blocked by the algorithm. This brand is known for these kinds of tricks ;) I can’t mention names (NDA).

13. Reposting: ‘Instant’ is still the best, and reposts from employees have -30% impact

The latest buzz about LinkedIn posts is ‘not to repost' and always create a new post. I don't agree. The best reach for your post still depends on the content and not purely on how you post it. 

That said, let's dive into some details and data. Below, you'll read why I like reposting and how to do it. 

Including that, surprisingly, ‘instant reposts’ are better than ‘repost with thoughts.’ 

Another surprise is that when employees share company posts, the impact is reduced by about 30%. There is a ‘pod’ policy in place, this means that you can't trick the algorithm by asking your coworkers and friends to repost and comment. The algorithm knows and devalues this accordingly. 

Why I like reposting

• It gives more credit to the original source than when you create a new post.
• It shows your followers that you also share content from others besides your own.
• The number of reposts reflects the quality and relevance of the content, or very smart and strong stakeholder management to convince others to repost.

2 Things to keep in mind:

→ If you want your C-suite to share your content on LinkedIn, you must make it as easy as possible for them. I don't see them creating a post from scratch, so reposting works better for them. 

→ If the original post has a ‘link in comment,’ it will disappear, so you need to add the ‘link in comment’ to your repost. 

Repost: ‘instant’ or ‘with thoughts’?

The copy below is ‘borrowed’ from the Algorithm Insights 2024 report, pages 72 and 73, rewritten and edited for clarity and relevance. Follow Richard van der Blom for more insights, tips, and tricks based on data and research, not just opinions.

Before we start, a little definition. ‘Instant’ means hitting the ‘repost’ button without adding your thoughts. ‘Repost with thoughts’ means, well, adding your insights and why you think others should read this post. 

→ Only add your thoughts when it makes sense, and to make it relevant for your followers. Does the original post need your thoughts, or can it do without? If in doubt, please keep in mind that the algorithm prefers the instant repost. 

→ 2 Rules of thumb: first, make an effort; 100+ words and personal. Two, don't repeat what's in the original post. For example, adding ‘we are looking for an account manager’ when reposting a job, that adds no value, isn't needed, is too short, and has nothing personal. 

What's in it for the original author, you wrote the post

1. ‘Instant repost’ of your post within the first 4 hours can increase growth by 40%.
    
2. ‘Repost with thoughts’: adding personal insights cuts the post’s impact by 12x compared to an ‘instant repost’. Oops! This is surprising to me. Based on Richard's research, it's better to encourage ‘instant reposts’ to maximize reach. 
   
   I still believe it’s good to share your thoughts when reposting, as it shows you care and put in effort. But you have to stick to the rules of relevance and length. However, the data from January 2024 tells differently.  
    
3. You always need to engage quickly when others repost your content to favor the algorithm and amplify your reach. 

The reposter's perspective, you repost someone else's post

1. Engagement on ‘reposts with thoughts’ also needs to be fast. Without direct engagement, the visibility of your repost is limited to 8-10% of your typical reach. 
   
   If you get 10+ engagements, you can boost that reach to 15-20%. But, based on the low reach of ‘reposting with thoughts’, you'll need to message your network to engage. 
    
2. Add context: your ‘thoughts’ should be at least 100 words and or very personal. If not and shorter, your ‘repost with thoughts’ underperforms by 3x. 
    
3. Employee versus external repost: when employees share company posts, the impact is reduced by about 30% compared to shares by individuals outside the company, except for infographics, which keep 25%.
    
4. Instant reposts are primarily a gesture to support the visibility of others' content. It boosts the original post’s reach by 4% but doesn’t increase your visibility. 
    

My advice on ‘repost instantly’ or ‘add your thoughts’

Honestly, I don't have a firm answer as to what to do. As with everything in life, it depends.

Whether you add your 100+ word thoughts depends on what you want to accomplish by reposting, your relationship to the original poster, and, of course, the content as in the message and post format. 

Think about the pros and cons of reposting and adding thoughts, so you can decide for yourself what works best for your situation and your followers. 

→ Don't ask your coworkers and friends, there is a ‘pod’ policy and penalty. This means that you can't trick the algorithm by asking them, the algorithm knows and devalues this accordingly. 

In the brand new 30-page update of Algorithm Insights 2024 there are signs of a slight change towards the ‘add your thoughts,' but, based on the current data, the ‘instant’ is still favored (for now). 

14. How to set up employee advocacy and employee-generated content

These two pages give you all the information you need to know:

• Amplify your business page reach on LinkedIn with employee advocacy
  The 5 tips to turn your employees into a LinkedIn machine
   
• Employee-generated content is about to explode; what are you waiting for?
  A new, real, and authentic way to get reach for your brand

15. ‘Open to work’ as a red flag 🚩

I wasn't aware, were you? For sure, I'll never put this up again. Small side note: this mainly applies to the more senior roles. 

What to do instead? Get noticed with a solid personal content strategy. 

16. Tips to create your best personal profile on LinkedIn

As always, Richard van der Blom has your back. He created a simple 33-point checklist for improving your LinkedIn profile. 

My take on his checklist is that these are the 4 easiest fixes that most often go wrong

• Header visual: F'it with the boring corporate visual and big logo; keep it personal and authentic. There are many templates available to help you get started creating something awesome
• Profile picture: let it be professional, yet not too corporate stiff upper lip. And set it open; don't keep it a secret unless you're a celebrity special snowflake
• Spend time writing an amazing headline. Check out Richard's post or scroll down. Make an effort, and don't stick to just your job title; that's boring, and nobody gets excited by that.
• Be active. If your last post, comment, like, or share is more than a few weeks ago, it signals you don't give AF about being social. Nobody likes not-social people

On average, the LinkedIn profiles Richard analyzed ranked 62%. This is your chance to do better and stand out

Check out his complete checklist to improve and complete your profile, and give him a follow for more great LinkedIn content and secrets. He knows.

Your LinkedIn headline is your personal ad

Your profile headline is your own personal ad in 120 characters; make them count and treat it like a mission statement - who you are and why people should connect with you. 

There is no golden formula, yet these are LinkedIn's own great examples to be inspired by. 

My key takeaways

• Write it like a super short elevator pitch without buzz or jargon
• Share something personal in a light-hearted way,
• Strengthen your headline with your profile picture and cover photo; it’s the combination of the 3 that makes you stand out
• It’s not about you; focus on what you can do for the other, for example, as a rhetorical question as your headline
• You can be bold and show confidence

There's magic in your LinkedIn profile summary

LinkedIn gets it. Writing your LinkedIn Profile summary isn’t at the top of your to-do list. Sometimes, you need great examples to see the summary’s magic and figure out how to write your own.

These are LinkedIn's 14 best practices. 

My key takeaways

• Very personal and authentically written in ‘I,’ they write as they speak
• Around 3 to 5 short paragraphs, quite some extended information with a minimum of around ~200 words
• Visually appealing; use break lines, making smart use of whitespaces
• Giving an overview with bullets or numbers where needed

Here are a few more tips

• Describe what makes you tick (in your own words)
• Explain your present role and describe what you do in the simplest terms. Share what problems you solve and for whom
• Highlight your successes, cite the biggest takeaway from your experience section across roles
• Reveal your character, show your personality next to who you are professionally
• Ask for what you want your audience to do after reading your summary; be specific
• Make your first sentence count; hook them
• Include keywords that highlight your top skills; these are the same keywords used in job descriptions
• Cut the jargon, as already mentioned; write as you speak

Below is Santa Claus's LinkedIn summary. Be inspired.  

'About

I'm the happiest guy you'll ever meet. My cheer is infectious, and I get thrills spreading it at scale. I love children too. I thrive on their faith in me. The combination of these two passions is why I’m in the business of making kids smile.

My idea of fun is patiently listening to whiny customers seated on my lap in a mall, and turning their toy requests into $500 billion in sales. I’m proud that I have a direct impact on their behavior too: nice? Gifts. Naughty? Coal.

I can wear many hats: postal worker, reindeer tamer, workshop executive, sleigh pilot, chimney gymnast and elf resources manager. Desk jobs aren’t for me though. I do my best work on the move, flying through the sky.

I manage a team of 300,000 three-foot direct reports who live and breathe generosity and goodness. I know how to get the most out of them too. Since the launch of my elf-training program, my letter-readers have cut time-per-letter by 39% and my toy builders, wrappers and leaders have increased their output by 17%.

I can brave arctic temperatures and overcome sleep deprivation. I can shimmy up and down chimneys in a flash – without making a peep. No chimney? No problem. I’ll figure out how to get in.

I’m the kind of guy who is so meticulous that when I make my list in Excel, I check it twice. I have an uncanny ability to know when my customers are sleeping, and when they're awake.

Despite the demands of the job, I’ve never missed my annual deadline. Ever. Some people don’t even believe in me, yet I still deliver to them on-time.

Once you nailed your LinkedIn profile, it's time to share content.'

Source: ‘What Santa Can Teach Us About LinkedIn Profiles’

17. Who to follow

If you do want to know all the ins and outs of getting likes and comments, these gents know their game and share knowledge — no fuzz, no b*lls*t, no jargon, just honest, upfront advice and nailing it. 

Richard van der Blom,  Sam Browne, Matt Barker, and shout out to Dickie Bush. 

Sources

Check out Richard; he's got great insights on LinkedIn reach.  
LinkedIn cheat sheet below via Alexander Greb 
Credits to Auke van der Grinten, via the link how you can ask him to send you the Nextfields B2B LinkedIn handboek 
And big thanks to Sam Browne for his LinkedIn secrets of the algorithm V2 
And follow Christ Coolen for his insightful content on marketing psychology and content (Dutch only). 

Disclaimer

This page is updated frequently. Whenever I get new insights worth sharing, I'll add them to this page. 

→ TLDR: I deleted 7 old resumes from my account. Relevant recruiters showed up. Job suggestions improved. 

I also cover why your headline and your content need to match, and where I stand on the Open to Work badge.

1. Delete your old resumes from your LinkedIn profile

If you've ever uploaded a resume, LinkedIn uses that. It uses all that data to read you and build a picture of you. Even the hidden resumes that no one but you can see.

If your saved resumes are old or written for jobs you no longer want, you're sending mixed signals. Mixed signals means not showing up in the right recruiter searches.

Here's how to clean it up.

• Go to Settings & Privacy → Data Privacy → Job Seeking Preferences. 
   
• Look for two settings: ‘Save resumes and application data’ and ‘Share resume data with recruiters.’
   
• Turn them off first, then delete every resume that doesn't match anymore. All of it.
   
• Then upload your current resume, the one that reflects the role you want. If you're targeting two different tracks, upload one for each.
   
• Before you switch those settings back on, check that your profile and your resume align. Same dates. Same job titles. Same keywords. LinkedIn uses both to build its picture of you. If they contradict each other, that picture gets blurry.
   
• Toggle the settings back on. Done.

→ I deleted 7 old resumes from my account.

All credit for this goes to Emily Worden. Follow her for great practical content for job seekers.

2. Your job suggestions will improve too

I did this cleanup and the difference was immediate. The vacancies LinkedIn suggested actually match what I'm looking for now.

The junior roles disappeared. Just like that. My old resumes were so outdated and off-target they were pulling my entire profile down. LinkedIn had built a picture of me I no longer recognised.

I should have done this years ago. It would have saved me a lot of frustration.

3. Your headline shouldn't be your job title

Recruiters don't browse profiles. They search with keywords. If those keywords don't appear in your headline, bio, or work experience, you won't show up.

Write the headline for the role you want, not a description of the job you have now. Then carry those same keywords through your bio and experience. That's how you get found before you apply.

Need inspiration? Santa's LinkedIn profile is genuinely worth a look.

4. Your headline and your content need to match

This one matters beyond job seeking. It applies to anyone who posts.

LinkedIn evaluates your profile and compares it against the topics you post about. The stronger the alignment, the more LinkedIn sees you as a credible voice. It pushes your profile to the right recruiters and amplifies the reach of your posts.

Here's a fast way to check.

• Go to your profile, click Edit, delete your headline, and hit ‘Write with AI.’ 
   
• Look at what it suggests. That's LinkedIn's read of you. 
   
• Now compare it to what you actually post about. Same territory? You're fine. Completely different? That's your reach problem.

One thing: don't use that suggestion as your actual headline. It's terrible. LinkedIn’s AI is a diagnostic, not a copywriter, no matter what LinkedIn says. Use it to see how LinkedIn reads you, then write your own.

‘Write with AI’ is a LinkedIn Premium feature. Free one-month trials come up regularly. Worth doing this check before the trial expires.

All credit for this goes to Alicia Teltz, follow her for more.

5. How to write your open to work post

The best practical guide I've seen on this is Emily Worden's framework. I edited it for my own use. When I posted my open to work post in March 2025, it landed me 2 new projects.

LinkedIn will nudge you to write a post when you activate your Open to Work settings. It will even draft one for you. Don't use it. ‘Hi everyone, I am looking for a new role and would appreciate your support’ tells nobody anything. It's lazy and won't get you results.

Write your own. Short paragraphs, short sentences, bullet points and line breaks.

Here's how.

• Start with a story. Not ‘I am looking for a new role.’ Something real: ‘After being laid off in December and taking time to regroup with my family, I'm ready to work.’
   
• Say what you're looking for. Job title, industry, the skills you want to use. Be specific. Vague gets ignored.
   
• List your best results. Numbers, not descriptions. Impact, not just responsibilities.
   
• Optional: add a human or fun fact. LinkedIn has gone more social. People connect faster when they know something real about you.
   
• Close with a specific ask. ‘If you know anyone hiring product managers, send them my way. Like or comment to help with visibility.’ People want to help. Make it easy.
   
• Offer to return the favour. One line is enough.

→ Repost every three to four weeks. Most people didn't see it the first time.

6. The Open to Work badge: signal or red flag?

The debate is back. Should you use it or not.

My view is simple. For junior or mid-level professionals, use it. It's a clear signal and recruiters respond to it.

For senior leaders and C-suite, don't. It doesn't read as availability. It reads as desperation. There's a difference, and the people you want to attract know it.

I've never had a recruiter not reach out because I didn't have the badge. It has never stopped them. Not once.

More insights on LinkedIn's algorithm secrets 

I collected all my monthly updates on the All LinkedIn algorithm secrets archive page. 

What you'll learn:

1. How the algorithm builds its profile of you, which influences your reach
2. Your connections stopped being your distribution
3. Specificity beats authenticity
4. Nurturing: the work after you publish
5. The 9 rules for commenting effectively
6. LinkedIn's algorithm is basically a nightclub bouncer, deciding who gets in and who not
7. The 5 LinkedIn tips no one tells you
8. LinkedIn’s new 2026 algorithm, what changed?
9. LinkedIn is in 2026 of the most cited sources in AI-generated answers
10. The power of dark reach, the invisible spread of your content
11. How to control what you see in your feed; your dwell time
12. Be aware of the ‘Pod policy’ for friends and co-workers
13. Reposting, ‘instant’ is still the best, and reposts from employees have -30% impact
14. How to set up employee advocacy and employee-generated content
15. ‘Open to work’ as a red flag
16. Your profile matters and makes a huge difference
17. Sources and who to follow

Special edition: How to make your resume ATS-proof with AI and LinkedIn

And please, before jumping to any conclusions, check the original sources for all insights, nuances, and details. As with everything, these secrets have context.

Join 2,750+ professionals

Most content advice tells you what to do. This tells you how to think. For marketers and communicators who want the difference. 

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No ranking, the first is just as good as the last.

June’s book of the month: 'Barking Up the Wrong Tree: The Surprising Science Behind Why Everything You Know About Success Is (Mostly) Wrong' by Eric Barker

Everything others tell you about success? Some of it is wrong. Most of it is incomplete. All of it is worth questioning.

Eric Barker backs that up with research. How schools reward conformity, not potential. And that context is everything for qualities that make people wildly successful or sometimes destroy them.

Each chapter flips a conventional belief on its head. Then gives you the science to back it up.

The most important decision you can make is figuring out what the right game is for you. Read it before someone else defines your line of success for you.

Marketing and Strategy books

1. ‘Alchemy’ by Rory Sutherland
     [June 2025 book of the month]
2. ‘No Bullsh*t Strategy’ by Alex M H Smith 
     [February 2024 book of the month]
3. 'Chaz's 100 Things a Planner Should Know' by Charles Wigley
     [October 2025 book of the month]
4. ‘Building a StoryBrand’ by Donald Miller

5. ‘Obvious Adams’ by Robert R. Updegraff
     [January 2026 book of the month]
6. 'Insanely Simple' by Ken Segal
7. ‘Unreasonable Hospitality’ by Will Guidara

8. ‘They Ask, You Answer’ by Marcus Sheridan

9. 'Influence' by Robert B. Cialdini 
     [November 2024 book of the month]
10. 'How Big Things Get Done' by Bent Flyvbjerg, Dan Gardner
11. 'Reinventing the store', ‘Het geheim van bol.com’ by Michael Schaeffer  
     [December 2023 book of the month]
12. ‘How not to Plan: 66 ways to screw it up’ by Les Binet and Sarah Carter

13. ‘Leaders eat last’ by Simon Sinek
14. 'Measure What Matters' by John Doerr
15. 'Start with Why’ by Simon Sinek
16. ‘Let my people go surfing’ by Yvon Chouinard
17. 'Good Strategy, bad strategy' by Richard P. Rumelt
18. 'Epic Content Marketing' by Joe Pulizzi
19. 'The Infinite Game' by Simon Sinek
20. 'Leading the Starbucks Way,' by Joseph A. Michelli
21. ‘Eat your Greens’ by Wiemer Snijders
22. ‘Nudge' by Richard H. Thaler, Cass R. Sunstein
      [May 2024 book of the month]

Content and copywriting books

23. ‘Very Good Copy’ by Eddie Shleyner
     [August 2024 book of the month]
24. ‘A Self-Help Guide for Copywriters’ by Dan Nelken

25. ‘Writing for Busy Readers’ by Todd Rogers and Jessica Lasky-Fink
26. ‘Simply said’ by Jay Sullivan
27. 'Creativity. A Short and Cheerful Guide' by John Cleese
     [July 2024, October 2025 book of the month]
28. ‘The Copywriter's Handbook’ by Robert W. Bly

29. ‘Copywriting Secrets’ by Alan Sharpe
30. 'TED Talks Storytelling' by Akash Karia
31. 'Everybody writes' by Ann Handley
32. 'Advertising for skeptics' by Bob Hoffman
33. 'Make Your Idea Matter: Stand out with a better story' by Bernadette Jiwa

Mindset and Psychology books

34. 'How to Win Friends and Influence People' by Dale Carnegie
35. ‘Barking Up the Wrong Tree’ by Eric Barker
     [June 2026 book of the month]
36. ‘Pitlane Lessons’ by Marc Priestley
     [May 2026 book of the month]
37. ‘Learning to Learn’ by Barbara Oakley
     [October 2024 book of the month]
38. ‘Thinking Clearly’ by Rolf Dobelli
39. ‘The Let Them Theory’ by Mell Robins
     [February and March 2025 book of the month]
40. 'Think Faster, Talk Smarter' by Matt Abrahams
41. 'The Power of Vulnerability' by Brene Brown
    [September 2024 book of the month]
42. ‘Comfort Crisis’ by Michael Easter 
     [August 2024 book of the month]
43. ‘Slow Productivity’ by Cal Newport 
     [April 2024 book of the month]
44. 'The Art of Gathering' by Priya Parker
45. ‘Invisible Women. Exposing Data Bias in a World Designed for Men’ by Caroline Criado-Perez
    [June 2024 book of the month]
46. ‘Body language’ by Vanessa Van Edwards in Dairy of a CEO
      [January 2025 podcast of the month]
47. 'Get Your Sh*t Together’ by Sarah Knight
48. “The ONE Thing” by Gary Kelly and Jay Papasan
49. 'Thrive' by Arianna Huffington
50. 'If I Could Tell You Just One Thing' by Richard Reed
51. 'Daily Reflections for Highly Effective People' by Stephen R. Covey

52. ‘Don't Sweat the Small Stuff' by Richard Carlson

53. 'The Ideal Team Player' by Patrick M. Lencioni
54. 'Atomic Habits' by James Clear

55. 'Mindset' by Carol S. Dweck
56. 'Living with a SEAL:' by Jesse Itzler
57. 'The 5 Second Rule' by Mel Robbins
      [March 2026 book of the month]
58. ‘Unmasked’ by Ellie Middleton

(Auto)biographies

59. ‘Careless People’ by Sarah Wynn-Williams
      [July 2025 book of the month]
60. ‘Be Useful’ by Arnold Schwarzenegger 
      [January 2024, November 2025 book of the month]
61. ‘Kitchen Confidential’ by Anthony Bourdain

62. ‘Before & Laughter’ by Jimmy Carr
     [August 2025 book of the month]
63. ‘Screw it, Let’s Do It' by Richard Branson
     [December 2024 book of the month]
64. ‘The Art of Resilience’ by Ross Edgley

65. ‘The story of Lululemon' by Chip Wilson

66. 'Can't Hurt Me:' by David Goggins



1. ‘Alchemy. The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life’ by Rory Sutherland 

Initially, I was skeptical about this book. But, man, it didn't disappoint, and I've already listened to it. Twice. 

A combination of Kahneman's ‘Thinking Fast and Slow’ and ‘Creativity’ by Cleese. ‘Alchemy’ is about logic and reason, written and read by a Brit, including the accent. 

This should be on every marketer's reading list. It's about how embracing irrationality can lead to innovative solutions, emphasizing understanding human psychology over pure logic to influence behavior and create impactful ideas.

2. ‘No Bullsh*t Strategy’ by Alex M H Smith 

Mandatory reading for every marketer and (self-proclaimed) strategist. In "No Bullsh*t Strategy," Alex M H Smith gives you a simple but powerful line to define strategy: 'You are the only X that does Y.'

This is the unique value your business brings to the market with the strategic philosophy ‘Only is better than best.’

A well-written strategy brings razor-sharp focus by making decisions on what to do and, above all, what not to do.

If Alex doesn't ignite your mind in the first chapter, this is not a book for you, and you'll never get it. 

For the lazy ones, here's a 🎙️ great podcast hosting Alex and his ‘No BS Strategy.’

3. 'Chaz's 100 Things a Planner Should Know' by Charles Wigley

This sweet, short little book is the kick in the but you sometimes need to get unstuck and gain new inspiration. It's written for planners on the agency side, but equally, if not more, important to marketers at the client side. 

His book costs about as much as your over-foamed oat milk macchiato. But it lasts longer.

4. ‘Building a StoryBrand’ by Donald Miller

One of the best books on content and storytelling I have read in recent years. Learn how to build your story with your customer in mind. 

→ It's not about you; it's about how your brand solves your customers' problem(s). 

Once you know this trick, you will recognize it in every great Hollywood movie. Your message will change for the better. 

“The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different. When Apple began filtering their communication to make it simple and relevant, they actually stopped featuring computers in most of their advertising. Instead, they understood their customers were all living, breathing heroes, and they tapped into their stories. 

They did this by (1) identifying what their customers wanted (to be seen and heard), (2) defining their customers’ challenge (that people didn’t recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartphones). Each of these realizations are pillars in ancient storytelling and critical for connecting with customers.”

5. ‘Obvious Adams. The Story of a Successful Businessman’ by Robert R. Updegraff

Written in 1916. Still sharper than most marketing today. This short, powerful book should be mandatory reading for anyone in marketing or communications. It will completely rewire how you think.

A quick 40-minute listen on Audible, you'll never regret.

6. 'Insanely Simple. The Obsession that drives Apple's Success' by Ken Segal

Keeping things simple and keep your focus, are two of the most underestimated success factors in business. We want everything for everybody. Almost out of a fear of missing out on customers or business. By making it over-complicated -- you achieve the opposite. Great in combination with 'Good Strategy, Bad Strategy' by Richard P. Rumelt. 

This is my go-to book for most of my clients. With my humble advice 'Better whole-ass one thing that half-ass everything'. 

7. ‘Unreasonable Hospitality’ by Will Guidara

A gem of a book. ‘It’s about how you make people feel' and challenging the status quo to do better. It not only applies to the hospitality industry. Also very relevant for brands, marketers, agencies, and employers. A very nice read or listen, with great insights.

Such as the 95-5 rule. 95% frugal and splurge insanely on the 5% in the details that matter, and create an unforgettable experience. 

8. 'They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer' by Marcus Sheridan 

This book is mandatory reading for everyone working in marketing and or content. The ‘They Ask, You Answer’ is the way to create content to align with your (potential) customer's needs. 

SEO and AI search ranking
A great way to rank high in SEO and attract organic traffic. It’s also AI search-friendly because it prioritizes your customer. I take it further by writing FAQs based on customer prompts, resulting in ChatGPT and Perplexity frequently appearing in my web traffic analytics.

9. 'Influence, New and Expanded. The Psychology of Persuasion' by Robert B. Cialdini 

This is an updated classic. Three reasons why you should read it

First, it explains how Booking.com realized +700% conversion by introducing social proof and scarcity in their booking process with ‘XX other people booked this accommodation today’ and ‘only 2 rooms left’. 

Second, the reason why waiters give you a sweet when they hand the check is not because it's a custom; it's because of the small gift they get up to 21% more tips. 

Third, in this update, Cialdini adds the new ‘unity’ principle. 

Cialdini's Principles of Persuasion:

• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Unity, the newest principle for this edition

10. 'How Big Things Get Done: The Surprising Factors That Determine the Fate of Every Project, from Home Renovations to Space Exploration and Everything In Between' by Bent Flyvbjerg, Dan Gardner

What I love the most about this book is the 'think slow, act fast' principle. Always take your time to think, plan, create space in your project planning for iterations to learn and improve and if needed, create mockups to test and refine. However tempting it is, never start immediately in the action modus; that is a guarantee for failure.

The second thing I love is the 'start with the end in mind' principle. This is the same principle that Amazon applies: write the press release before you create a project plan. What's in it for the end-user? How can they benefit from your product or service? Only when you have that crystal clear, you work your way backward to the beginning, the project plan.

11. 'Reinventing the store', ‘Het geheim van bol.com’ by Michael Schaeffer 

This book is a little gem. Breaking the rules, challenging the status quo, David versus Goliath. A look behind the scenes at how bol.com succeeded and challenged Amazon. How to nail e-commerce, get inventory, and test with concepts, products, and categories. Fail fast, learn faster. All are based on data. And with real customer-centricity. 

Even though the book can also be seen as one brilliant big commercial for bol.com, I'm still inspired. 

UK version ‘Reinventing the store’ 

Dutch ‘Het geheim van bol.com’, also available as an audiobook on Podimo. My affiliate link (you get a free month and 10h audiobooks, and I get a free month)

12. ‘How not to Plan: 66 ways to screw it up’ by Les Binet and Sarah Carter

f*ckin' brilliant... No brainer. Just read. “Digital data is often daily of hourly, making it easier to measure short-term marketing effect. But much hard to measure long-term effects. They get lost in the noise.” “Get it right, and you can move from Big Data to Big Insights, Big brands, and Big Profits” (in the chapter 'How not to see the wood for the trees'.)

Mandatory for everyone who works in advertising, marketing and or communications: client and agency. The reviews speak for themselves.

13. ‘Leaders eat last’ by Simon Sinek

What I took away from this book and my reasons why you should read this. 

Honestly, the book was not what I expected it to be. It's not a book on ‘how-to’ leadership, it's different; pleasantly surprised by the socioeconomic background and explanations of why we need leadership. 

1. Explanation of how we got where we are as a society. From the roaring ‘20 to the depression, to WOII, to baby-boom, to materialistic egocentric 80 into the now. Simon explains the social circumstances, technology, and innovations that caused our current egocentric, materialistic society; and how we got from a human-focused to a money-focused world, including the first mass layoffs in the 70s. Read part 4 ’How we got there'
2. Why we have a maximum span of 150 friends or people around us. If it are more, you need a middle layer in the hierarchy at the office.  Or you need to ditch some friends ;)
3. It's about balance. Nature and we humans, we always strive for balance. The more extreme the event, the more equally extreme the counter-reaction to create a new balance. 

14. 'Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs' by John Doerr

Mind-blowing easy to keep track of why and what you do. Measure what matters. Love this, from KPI to OKR: 'the Objective is simply what is to be achieved', Key Results' benchmark and monitor how we get to the objective. Effective KRs are specific and time-bound, aggressive yet realistic. Most of all, they are measurable and verifiable.'

A tangible example by Intel. Objective: 'Demonstrate the 8080’s superior performance as compared to the Motorola 6800.' Key Results: 1. Deliver five benchmarks. 2. Develop a demo. 3. Develop sales training materials for the field force. 4. Call on three customers to prove the material works.' (p27)

https://www.whatmatters.com/ 

15. 'Start with Why’ by Simon Sinek

This is a classic. ‘No brainer, just read it. Even better than his TED talk. “Is a customer who buys your product for a second time a loyal customer or just plain lazy?” and more of this ‘food for thought’. Simon Sinek is straight to the point and inspiring.

“Some in management positions operate as if they are in a tree of monkeys. The make sure that everyone at the top of the tree looking down sees only smiles. But all too often, those at the bottom looking up see only asses.” (page 113)

16. ‘Let my people go surfing’ by Yvon Chouinard

How to apply your purpose to your brand, explained by Patagonia and do some storytelling along the way. Amazing example in the book ‘Let my people go surfing’ by Yvon Chouinard.

N=1, first part, grab a bottle of wine and just read it, the second part gets really interesting how their (initial) mission statement “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” is applied to all aspects of their business: from marketing to HR and finance.

17. 'Good Strategy, Bad Strategy' by Richard P. Rumelt

Good strategy is creating focus and making choices.

"A good strategy does more than urge us forward toward a goal or vision. A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them."

"The core of strategy work is always the same: discovering the critical factors in a situation and designing a way of coordinating and focusing actions to deal with those factors."

18. 'Epic Content Marketing' by Joe Pulizzi

One of the best books on content, 7 years old and still relevant in this fast-paced industry.

'You do not lead by hitting people over the head - that's assault, not leadership' quote by Dwight D. Eisenhower (p3)

'Remember, customers don't care about you; they care about themselves and their problems. We often forget that point when we describe how wonderful our widget is (that no one cares about).' (p75)

The ***** reviews on Amazon speak for themselves.

19. 'The Infinite Game' by Simon Sinek

"Do you know the game you are playing?" An infinite game with a finite mindset is to set up for failure.

"The motivation to play in an infinite game is completely different—the goal is not to win, but to keep playing. It is to advance something bigger than ourselves or our organizations. (p. 32)"

"Where a finite-minded player makes products they think they can sell to people, the infinite-minded player makes products that people want to buy. (p. 10)"

Any leader who wants to adopt an infinite mindset must follow five essential practices: Advance a Just Cause, Build Trusting Teams, Study your Worthy Rivals, Prepare for Existential Flexibility, Demonstrate the Courage to Lead (pp. 24-25)

https://simonsinek.com/the-infinite-game

20. 'Leading the Starbucks Way, 5 Principles for Connecting with Your Customers, Your Products, and Your People' by Joseph A. Michelli

Be inspired by how Starbucks grew its business. Amongst others, involving the people on the work floor in the decision-making that impacts their daily work. Light and easy to read.

21. ‘Eat your Greens’ by Wiemer Snijders

'Razor-sharp overview of the marketing myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behavior'.

Again... absolutely love this book: crap-cutting nonsense eliminating inspiration, no-brainers, and opening doors at the same excellent level as the 'How not to plan' by Les Binet.

Cherry-pick the chapters that are relevant to you and your job, industry, or profession. To be honest and speaking for me, myself and I: not every page of this book was equally interesting ... and I skipped a few of them due to the subject or the way the chapter was written.

"First, we diagnose the situation of the brand via consumer research and understand just what is going on. Secondly, we use that diagnosis to build a clear and simple marketing strategy. Finally, with that strategy in place, we select the appropriate tactics to deliver the strategy and win the day. Strategy is a very complicated thing to work out, but should be a very simple thing to eventually explain."

"Who am I targeting? What is my position to that target? What are my strategic objectives for that target market? My current estimate is that around 20% of brands could adequately or semi-adequately pass this test, and the rest have not the faintest clue how to even approach these questions."

"Talk to agencies about the quality of the briefs they currently receive from clients, and you will get the kind of hard stare usually reserved for the most outrageous agency gossip." (all three quotes in Chapter 3 Mortification, Tactification, Communification and digitization by Mark Ritson)

Get this brilliant collection by Wiemer Snijders with great minds like Mark Ritson, Peter Field, Eaon Pritchard, Robert van Osnabruggen, Phil Barden, Bob Hoffman, Tom Goodwin, and many many more:https://www.amazon.co.uk/Eat-Your-Greens-Wiemer-Snijders/dp/1789016754

22. ‘Nudge' by Richard H. Thaler, Cass R. Sunstein 

It's not often that I recommend a book for just 2 chapters. This is one of them. How to nudge people in the direction you want them to… reading these chapters is like kicking in an open door and refreshing your mind on what you already know – good to get nudged yourself. 

• Chapter 1, ‘Biases and Blunders’: about how we have a pre-trained and preset mind
• Chapter 5, ‘Choice Architecture’ → how you can influence the choices your customers make by presenting your product or the options

After Part I, honestly, I tuned out and skipped the rest. Like many books, a very strong opening, a less strong middle, and a moah end. 

23. ‘Very Good Copy’ by Eddie Shleyner 

‘This book gives you more sound, simple copywriting advice per page than anything I read’ (Drayton Bird, Ogilvy). I second this. I ate the book for breakfast on a Saturday morning. 

You will be inspired. 

Read it. 

24. 'A Self-Help Guide for Copywriters: A resource for writing headlines and building creative confidence' by Dan Nelken

Another gem on copywriting. If you want to be inspired and know all the tricks for great headlines, don't look any further. 

Dan teaches you how to think in buckets, how to fill these buckets, and let your creativity flow. 

For me, the most valuable was ‘the benefit of the benefit’ to get your headline. If you think about the benefit of your product, what's the benefit of that benefit? 

• If you buy a playhouse for your kids, the benefit is they'll have fun with it; the benefit of the benefit is that you'll have some rest when your kids are playing.
• If you buy a new bed for your dog, the benefit is that your dog will love it and sleep in (on?) it; the benefit of the benefit is that the hairy scruffy dog will not sleep on your bed anymore. ‘all you buy is more space in your bed’

25. ‘Writing for Busy Readers’ by Todd Rogers and Jessica Lasky-Fink

You have to simplify your writing to get busy readers to read. In this book, you'll learn how to write better to communicate more effectively. Todd explains it all by 6 princpiples. 

• Less is more
• Make reading easy
• Design for easy navigation
• Use enough formatting, but no more
• Tell readers why they should care
• Make responding easy

This book is a must-read for everyone. From the CMO and senior marketing manager to the content producer and intern. It's so good that I even dedicated a page to it: ‘Writing for busy readers; simplify your writing to make reading easy’. 

26. ‘Simply said’ by Jay Sullivan

I thought I knew quite some tips and tricks on presenting, writing and how to behave in meetings… this book taught me some new sh*t. Again. And again. And again. A must-read for anyone who can put their ego to the side and wants to improve their communication skills.  A few highlights on how to put and keep your audience in the first place. 

• Persuasive format: a very simple and effective ppt template to get your audience into action within 8 slides (p28)
• Knowledge pyramid: ‘you don’t know what you don't know' is the greatest information out there (p73). And how to get this unknown information to the table by asking closed or open questions
• How to tell your story and keep your audiences' attention with a graph or chart without overwhelming them: RIDE. Read the headline, Identify the graph, Define the parameters and main points, and Explain why you are showing your audience this information (p104)
• Amazing tips for better and clearer writing
• And much much more

27. 'Creativity. A Short and Cheerful Guide' by John Cleese

A sweet and short book on how you can provoke creativity, why the best ideas become even better after a night of sleep, when and why panicking has value, and how to kill your darlings for brevity and soul for not boring people.

On Audible, it's an entertaining and fast listen of just 60 minutes -- the best 60 minutes you can spend.

28. ‘The Copywriter's Handbook’ by Robert W. Bly.

‘A copywriter is a salesperson behind a typewriter.’ This sums up the main reason why you should read ‘The Copywriter's Handbook’ by Robert W. Bly.

What works for great headlines in content can also work for your social copy: writing to get the attention, that selects an audience, delivering a complete message, and drawing the reader into the body copy (or to click through).

‘But the goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products. The advertiser, if he is smart, doesn’t care whether people like his commercials or are entertained or amused by them. If they are, fine. But commercials are a means to an end, and the end is increased sales—and profits—for the advertiser. This is a simple and obvious thing, but the majority of copywriters and advertising professionals seem to ignore it.’

29. ‘Copywriting Secrets’ by Alan Sharpe

Absolutely love this. The proven copy rules: old school advertising print craft by DDB for Volkswagen, can also be applied for social, content, digital, and more these days. Please, read and learn.

"Before you can write great copy, you need to have a big idea, and before you can have a big idea, you need to have a great insight, and before you can have a great insight, you need to do lots of research." (chapter 1)

"One of your main jobs as a copywriter is to translate product features into benefits. People buy benefits, not features. Just so we’re clear: a feature is what a product does, and a benefit is what that feature does for me. How do you communicate that benefit in an original way? With a headline that states the feature and a photo that communicates the benefit." (secret 10)

Or take the video class:https://www.skillshare.com/classes/30-Copywriting-Secrets-from-the-Best-Ad-Campaign-of-All-Time/1238746914/reviews

30. 'TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks' by Akash Karia 

Checklist for every speaker, steal those cherries with pride to refine your own non-TED deck.

"The word “you” is regarded as one of the most powerful words in the English language. Why? Because people are interested in themselves!" (p. 47)

31. 'Everbody writes' by Ann Handley

Stuck in writing? or producing content? Just read this book to get started. With 11 hands-on tips and tricks. One of the very few books I have in paper and do not loan without a significant deposit ;)

“Giving your audience a gift, how can you best serve them, with a mindset of generosity?” (p29)

“Produce The Ugly First Draft: that’s basically where you show up and throw up. Write badly. Write as if never one will ever read it.” (p30)

“Start with ‘dear mom’ and keep a real person in mind. Someone you like, because you want to help this person.’ (p55)

32. 'Advertising for skeptics' by Bob Hoffman

"Advertising has gotten worse, not better. Rather than creating advertising that is “more relevant, more timely and more likable” we are creating advertising that is more annoying, more disliked, and more avoided."

"One study showed that of all forms of advertising, the eight types most disliked by consumers were all forms of online advertising."

For the necessary critical view on online advertising by Bob Hoffman -- Advertising For Skeptics

Must read book to broaden your horizon with a different perspective.

33. 'Make Your Idea Matter: Stand out with a better story' by Bernadette Jiwa

Great no-nonsense checklist to make your idea, brand, product or whatever you are doing, sparkle. A few quotes:

• The story makes the product better.
• No matter what you’re pitching, selling or talking about, talk to one person. You might want to appeal to.
• Most companies wonder how they will get their product noticed, before thinking about why on earth it will matter to customers.
• What makes anything you do unique is your voice. The story that only you can tell, from a perspective that nobody else can have. There is more than one way to say something important that needs to be said, and there are a million ways to bring ideas that matter to the world.
• Unsubscribers, critics and naysayers are a gift. Say a mental thanks to them for saving you the job of working out who your right people are. Then go out and do everything in your power to woo the people who matter.
• What you want your website to do is probably very different from what your customers want it to do. The trick (as with most elements of your business) is to build for customers and community first so you can realize the benefits later.

34. 'How to Win Friends and Influence People' by Dale Carnegie

One of the best books ever. Loved and love it. Written in 1938 and still amazingly relevant. The best-kept secret in people and expectations management. 

35. ‘Barking Up the Wrong Tree: The Surprising Science Behind Why Everything You Know About Success Is (Mostly) Wrong' by Eric Barker

Everything others tell you about success? Some of it is wrong. Most of it is incomplete. All of it is worth questioning.

Eric Barker backs that up with research. How schools reward conformity, not potential. And that context is everything for qualities that make people wildly successful or sometimes destroy them.

Each chapter flips a conventional belief on its head. Then gives you the science to back it up.

The most important decision you can make is figuring out what the right game is for you. Read it before someone else defines your line of success for you.

36. ‘Pitlane Lessons: What F1 Can Teach You About Life and Work' by Marc Priestley

F1 runs on individual glory, but it is built on collective performance. Priestley writes from the inside — the pitlane, not the podium.

Chapter two hit hardest: innovation isn't what you do, it's how you think. The rest follows from there; teamwork, how to celebrate properly, why failure is as essential as winning, how to stay humble when everything is on fire. Simple ideas. Harder to execute than they sound.

If you think you already know how to work well with others, this book will quietly prove otherwise.

37. 'Learning How to Learn' by Barbara Oakley PhD

If you want to improve and speed up your learning skills, this book is for you. Barbara explains why your mind needs to wander to be able to focus, how your brain makes connections, and how you can learn better by using metaphors. Also, how to tackle procrastination effectively and much more.

I had the pleasure of meeting Barbara in person; I have no words for such an amazing, lovely lady who blows you away with her knowledge and explains in great detail how your brain works and how you can let your brain work for you.

Initially, this book is for children, but don't let that fool you. Anyone can use a little help learning to learn. 

'Learning How to Learn: How to Succeed in School Without Spending All Your Time Studying; A Guide for Kids and Teens' by Barbara Oakley PhD, Terrence Sejnowski, PhD, Alistair McConville

38. ‘The Art of Thinking Clearly’ Paperback by Rolf Dobelli

It is 99 sweet and short chapters with wisdom and things you already knew yet forgot. Some common sense about confirmation bias, prejudices, and false truths. 

A dear friend recommended this book, and as soon as I started to listen on Audible, I realized I already read it on my Kindle. Hence, if I have it double, for sure, it's worth the read. Everybody can learn something from this book. 

39. ‘The Let Them Theory, A Life-Changing Tool That Millions of People Can’t Stop Talking About’ by Mel Robbins 

How do you let go of the need to control or overreact to others’ behavior? And instead of getting frustrated or trying to change people, you can ‘let them’. While you let others act as they will, you also say, ‘Let me,’ and focus on what you can control. 

An excellent, inspiring read with recognizable examples and frustrations we all encounter daily with coworkers, family, and friends. Also available as 🎙️  podcast. 

Highly recommend. Small personal note: don't listen to the audiobook in one go; her high energy can be a bit overwhelming and a bit too much for us Europeans. 

40. 'Think Faster, Talk Smarter' by Matt Abrahams

This book is more than about ' how to speak successfully when you're put on the spot'. I'm blown away by the simple insights, from common sense and wisdom, sanity checking the reality (and yourself), to how to calm your nerves. In the meanwhile, it's putting things in perspective and emphasizing having joy in what you do. 

It is a unique and inspiring combination of ‘How to win friends and influence people' by Dale Carnegie and the TED talks and public speaking books. If you're presenting or speaking or just want to improve your communication skills in business and personal life, read this book. 

41. ‘The power of vulnerability’ by Brene Brown

This is one of the books I listen to and re-listen. At least twice a year, if not more often. 

It's about daring to show your strength by daring to show your weakness. It's about not taking things overly seriously. It's about not giving a f*ck what others think as long as they are not in your shoes. This made me a different woman. 

'It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better.

 The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; 

who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.' [Theodore Roosevelt]

Next to that, how Brene tells her story on stage is contagious and inspires me to do better. To be vulnerable and have fun at the same time. 

42. ‘Comfort Crisis’ by Michael Easter 

‘Today’s comfort is tomorrow's discomfort'. This book is all about how we continuously move our goalposts. When we reach our desired goal, we're happy and content for a brief moment, and almost immediately, we strive for the next better, more, richer goal. 

Pretty relevant for today's fast-moving, over-consuming, high-self-expecting, crazy-driving society. 

A very nice, light, and easy read on a heavy topic. 

Highly recommend, I loved every moment of it. In an entertaining story of a freezing and starving backcountry 30-day adventure in arctic Alaska where he needs to shoot wildlife to get food, Michael taps into topics that f*ck up today's society and human mankind. 

43. ‘Slow Productivity: The Lost Art of Accomplishment Without Burnout’ by Cal Newport 

According to Carl, we achieve more by doing less. I fell in love with this philosophy, and it makes total sense. 

1. Do fewer things.
2. Work at a natural pace.
3. Obsess over quality.

If you focus on one thing at a time, when you are most productive, and obsess about quality, you'll produce great work. For me, it works: doing fewer things in the early morning and only publishing what makes me tick. 

Give it a try. The audiobook can be quite a tough, monotonous listen from time to time; stick to it, and you'll not be disappointed. 

44. 'The Art of Gathering' by Priya Parker 

‘An exciting new approach to how we gather that will transform the ways we spend our time together—at home, at work, in our communities, and beyond.’ The 4,6 rating on Amazon speaks for itself. 

It makes you rethink how we meet and gather and how our choices can influence the outcome. If you want to have more effective meetings and better meetups and improve your hosting skills, this book is for you. 

Just to be clear, Priya writes about purpose on a very abstract level while feeding your brain with daily examples. This book is not a to-do list or checklist for improving your meetings, it makes you think and do better. 

45. ‘Invisible Women. Exposing Data Bias in a World Designed for Men’ by Caroline Criado-Perez

This eye-opener on how the world is biased for men is underpinned by data and research. Caroline spoons up all the stories, which can be a bit much and overwhelming. If you get angry easily, my advice is not to binge the book from cover to cover. 

• Crash test dummies: Car safety tests use male dummies, which makes vehicles less safe for women, who are 47% more likely to be seriously injured in crashes. Volvo changed this in 1995, and only in 2019 did it launch an initiative for equal representation in crash test dummies.
• Medical research: Women are underrepresented in clinical trials, resulting in misdiagnoses and ineffective treatments, as female-specific symptoms and responses are often overlooked. This underrepresentation is caused by historical bias, hormone variability, and lack of awareness.
• Public transport: Public transport systems favor male commuting patterns, from A to B and B to A, neglecting women's 'trip-chaining A-B-C-D-A' needs. This makes it less convenient, more expensive, and more time-consuming for women.

46. ‘Body Language' with Vanessa Van Edwards in ‘Dairy of a CEO’ podcast

This month, it's not a book; it's a podcast that blew my mind. An interview with Vanessa Van Edwards about how body language and voice are important for good communication. 

• 82% of first impressions come from warmth and competence. Research shows that sitting within 25 feet of a high performer can improve your own performance by 15%. TED Talks that went viral often had speakers using more gestures. 
   
• Gestures matter: Gestures add power to your story. When your hand movements align with your words, they create a sense of trust and honesty that resonates. Our brains are hardwired to notice gestures because they reveal real emotions and intentions. For example, when someone emphasizes a big point with big natural gestures, it makes the message clearer and more engaging.
  
  It’s also incredibly hard to lie with gestures—our hands rarely betray us. When what you say matches how you express it, it reinforces your authenticity and credibility. 
   
• Confidence in speech: Vocal variety is about changing your tone, pitch, and volume to make your message clear and interesting. For example, using a "Ted Talk voice" can show importance and make your audience pay attention.
  
  Switching your voice style, like using a "numbers voice" for statistics, helps organize your ideas and makes key points easier to remember.
  
  How you finish your sentences also matters. Speaking with a downward tone shows confidence, but an upward tone can sound unsure and hurt your credibility.

📺 'Diary of a CEO’ on YouTube

🎙️ ‘Diary of a CEO’ on Apple podcasts or Spotify

47. 'Get Your Sh*t Together’ by Sarah Knight

“But the mental clutter was slowly taking up residence in my brain the way my extra luggage was taking up space in my friend’s basement” (page 264)

Ever felt like being ‘stuck’ and not moving forward in work and or life? Then this is the book for you, read her hands-on tips and tricks on how to get your mental sh*t together and do get those things done. Rereading this every few months when I start procrastinating ;)

48. 'The ONE Thing' by Gary Kelly and Jay Papasan

Ever felt being stuck and procrastinating? Get that sh*t done by "creating your own strategy is to focus and to make a choice. You simply cannot do everything simultaneously."

"… the quality of the answer is directly determined by the quality of the question.

• Ask the wrong question, get the wrong answer.
• Ask the right question, get the right answer.
• Ask the most powerful question possible, and the answer can be life alternating." (chapter 10 The Focusing Question)

49. ‘Thrive’ by Arianna Huffington

Redefining success and adding the third metric to 'money' and 'power'. Fell in luv with especially the first half of the book. Could feel a bit feminine for some of the men, shuffle your ego dudes and get to her point on success and how to thrive in life.

"Lacking a line of royalty in America, (..) one gains today's throne not by fortune of birth but by visible markers of success, money and power."

"... over the long term, money and power are like a two-legged stool - you can balance on them for a while, but eventually you're going to topple over.'

50. 'If I Could Tell You Just One Thing…: Encounters with Remarkable People and Their Most Valuable Advice' by Richard Reed

"If I could tell you just one thing"… it is to read this book.

Great for inspiration and insights. The * reviews on Amazon speak for themselves. 

51. 'Daily Reflections for Highly Effective People: Living the 7 Habits of Highly Effective People Every Day' by Stephen R. Covey

Love Stephen Coveys' daily no-brainers' advice.

"Most people say their main fault is a lack of discipline. On deeper thought, I believe that the basic problem is that their priorities have not become deeply planted in their hearts and minds. They attempt to give priority to important but not urgent activities and integrate them into their lives through self-discipline along." Long story short: it is not the lack of discipline, it is a matter of choice.

52. ‘Don't Sweat the Small Stuff' by Richard Carlson

'There are two rules for living in harmony. 1) Don’t sweat the small stuff and 2) It’s all small stuff. (p. 3)'

Great quote for that often much-needed reality check :) in ‘Don't Sweat the Small Stuff' by Richard Carlson.

'Turn Your Melodrama into a Mellow-Drama, (...) we blow things out of proportion and make a big deal out of little things. (...) When I get too worked up or start taking myself too seriously (which happens more than I like to admit), I say to myself something like, “Here I go again. My soap opera is starting.” (p. 147)'

53. 'The Ideal Team Player: How to Recognize and Cultivate The Three Essential Virtues' by Patrick M. Lencioni

Not often that I am blown away by a book, inhaling the words cover to cover in less than 24h. Complicated stuff explained in a simple way. How to find the ideal team player: humble hungry and smart,

54. 'Atomic Habits' by James Clear

How to get long term gain? In Atomic Habit James Clear explains the science of forming habits with hands-on tips and tricks. Must read!

"Small changes often appear to make no difference until you cross a critical threshold. The most powerful outcomes of any compounding process are delayed. You need to be patient."

"We are so focused on figuring out the best approach that we never get around to taking action. As Voltaire once wrote, “The best is the enemy of the good.” "We do not change by snapping our fingers and deciding to be someone entirely new. We change bit by bit, day by day, habit by habit."

55. 'Mindset: The New Psychology of Success' by Carol S. Dweck

Never stop learning. How to get a growth mindset: to learn, to thrive, to fuel yourself with feedback.

In 'Mindset' Carol Dweck explains the power of mindset. 'In this brilliant book, she shows how success in school, work, sports, the arts, and almost every area of human endeavor can be dramatically influenced by how we think about our talents and abilities. People with a fixed mindset—those who believe that abilities are fixed—are less likely to flourish than those with a growth mindset—those who believe that abilities can be developed.' 

Note: the second visual is stolen with pride from Google, not directly related to Dwecks' book. 

56. 'Living with a SEAL: 31 Days Training with the Toughest Man on the Planet' by Jesse Itzler

Dare to challenge yourself. As we all know, out of your comfort zone is where the magic happens. If you dare to push your (physical) limits, you'll grow mentally. Jesse takes you on his journey.

 Be inspired; that's all I can say. Even better if you read 'Can't hurt me' by David Goggins first.

57. 'The 5 Second Rule. Transform your Life, Work, and Confidence with Everyday Courage' by Mel Robbins

What if the biggest thing holding you back is the five seconds between having an idea and talking yourself out of it?

Mel Robbins’ simple rule is this: the moment you feel the impulse to act, count 5-4-3-2-1… GO and move before your brain starts inventing excuses.

It’s a small trick with a surprisingly big impact. It helps you stop procrastinating, start the thing you’ve been avoiding, and break the endless doom-scroll loop.

From personal experience: it actually works.

58. 'Unmasked. The Ultimate Guide to ADHD, Autism, and Neurodivergence' by Ellie Middleton

Struggling with why you do certain things or have typical habits? This is for you. Ellie is an autistic and ADHD creator, writer, and consultant. She unveils how and why autistic, ADHD, and ADD function at their best. 

Sounds a bit fuzzy, yet this book brought me so much insight to understand why I need my morning run to clear my mind, why I hyperfocus and can't let go of things, or why I like to be alone after social events. 

And most importantly, I learned to embrace these odd, quirky behaviors of mine and thrive, not despite them but because of them. 

59. ‘Careless People: A Cautionary Tale of Power, Greed, and Lost Idealism’ by Sarah Wynn-Williams

This is a behind-the-scenes look at Meta, which has been much discussed and controversial. Sarah critiques the company's internal culture, leadership decisions, and ethical lapses, highlighting its global sociopolitical impact.

It reads a bit like a thriller from a different, greedy world, yet it is an autobiography. It fits very well in our current (April 2025) unstable geopolitical climate.

Warning, this is not a light read. 

60. ‘Be Useful’ by Arnold Schwarzenegger

‘Arnold’s stratospheric success happened as part of a process. As the result of clear vision, big thinking, hard work, direct communication, resilient problem-solving, open-minded curiosity, and a commitment to giving back. All of it guided by the one lesson Arnold’s father hammered into him above all: be useful. As Arnold conquered every realm he entered, he kept his father’s adage close to his heart.’ 

‘Too many of us struggle to disconnect from our self-pity and connect to our purpose. At an early age, Arnold forged the mental tools to build the ladder out of the poverty and narrow-mindedness of his rural Austrian hometown, tools he used to add rung after rung from there. Now he shares that wisdom with all of us. As he puts it, no one is going to come rescue you—you only have yourself. The good news, it turns out, is that you are all you need.’ (Audible)

61. ‘Kitchen Confidential' by Anthony Bourdain

Just because there's nothing wrong with a biography from such greatness that shakes up kitchen and displays the other side. With lots and lots of love for food. 

What I learned from his book… always be honest. Even if it's the ugly truth, as long as you're honest, you can always be proud and look at yourself in the mirror. 

62. ‘Before & Laughter' by Jimmy Carr 

What stuck with me most and made the biggest impression from his book is how comedians are most successful when they're brutally honest. They say the things no one else dares to say, but wrapped in humor, they get away with it. Marketers could really learn from that. I know I certainly did.

It’s a sweet, honest must-read for anyone who wants to improve themselves and their communications.

63. ‘Screw It Let’s Do It. Lessons in Life and Business' by Richard Branson

If you ever are looking for a nudge to start your own business or take that leap? This book is for you. 

No more words needed; just read it and let me know if it sparked to change your life and work. 

64. ‘The Art of Resilience: Strategies for an Unbreakable Mind and Body’ by Ross Edgley

Wow. In one word. From the stoic to the smile to get through the pain. Inspirational. And makes you stop whining and complaining. You always can do better and realize you have an unmet potential that will surprise you. 

65. ‘The story of Lululemon: the stretch black pants’ by Chip Wilson

All about market insights, strategy, and marketing. Chip Wilson tells the story behind the brand and the business. Along the way, he explains how he uses trends in society and innovation to thrive in business.

66. 'Can't Hurt Me: Master Your Mind and Defy the Odds' by David Goggins

It's almost scary what you can accomplish if you set your mind to it. And if you're willing to go deep. David takes you into his darkest place. Weirdly reading him suffer makes me dig deeper to achieve my own goals.

→ Once you configure it, you'll understand why. Applies to ChatGPT, Copilot, Claude, Gemini, Perplexity and any other AI tool.

My results went from good to great. 

Here's how to set up your custom instructions. Two steps 

Here's what you need to do. Below is that example for ChatGPT. You can apply the same thinking to any AI tool. 

1. Enter ‘What would you like AI to know about you to provide better responses?’
2. Tell ‘How would you like AI to respond?’

Keep in mind that AI saves your data, builds a profile, and probably is going to use that for (commercial) objectives. You voluntarily feed the AI with your most personal and private data.

Below,  you’ll find a practical guide on how to use Custom Instructions in AI. Please notice I’ve stolen with pride from Dan Shipper and some free AI courses. Check the last paragraph for all credits.

Why Custom Instructions matter

Using Custom Instructions in AI makes its output tailored to you. By adding your personality, your preferences, your information needs, and how you want AI to answer you, the quality of the response improves immediately and noticeably.

Not using it means you dip into standard settings, and you get the standard output with some AI-generated variations. It’s the default answer and tonality.

If you tell AI that you’re an expert in your industry with 20+ years of experience, you list your favorite authors and industry geeks, and you describe your tone of voice, the output is tailored to you. No more generic explanations. AI goes straight to the depth you need, references the thinkers you follow, and responds in your tone — not the default.

The benefits of Custom Instructions

• Fewer prompts: AI already knows your context
• Your voice, not the default: output that sounds like you
• Better creative output: results that match your thinking, not the average
• Time saved: less back and forth, faster to a usable result

Step 1. Create your profile, so AI knows who you are

This is your answer to 'What would you like AI to know about you to provide better responses?’

Now, you tell AI who you are, what keeps you busy, your objectives, and, if applicable, your personal situation. Below is a suggestion. When relevant and to your liking, you can add stuff like ‘personal situation and relationship’ or even ‘medical history’ and much more. Check out what Dan Schipper wrote about this. I'll stick to the more business-like information as I use AI mainly for work and my research.

There's no right order. No wrong answer. Write it the way you'd brief a smart colleague. The only real constraint is a character count, so make every word count. 

Name and bio

If you’re stuck for inspiration, use a summary of your LinkedIn bio; if you use AI on a more personal level, enter your Instagram bio.

I wrote mine like this (slightly edited for privacy)

My name is Fleur; I’m a content strategist and a writer. I have been an independent contractor for over 20 years in the content industry, with in-depth knowledge of strategy, brand strategy, marketing, content, and communications and a passion for writing and design. I’m working in all domains for well-known brands and working worldwide. Next to that, I’m a keynote speaker and lecturer.

Projects and goals

What do you do for work? What are some goals you have?

I wrote mine like this (also slightly edited for privacy)

I want to embrace my creativity. Based on my knowledge and experience in my industry. I’m always looking for new assignments and opportunities in the market. My motto is ‘can do,’ and we’ll figure out later how we are going to do it. Yet I’m not overly opportunistic; I’m honest, open, and bold. I want to be known for my expertise in the content and AI domain.

I am working on better me-marketing. Especially as I am a woman in a male-dominated world, that can make me unsure. I don’t like to boast and make myself bigger than I am.

My power is in my honesty, clear, and direct communication style. I am eager to learn and open-minded.

Most people see me as very tough and inspirational, while I can be very insecure about myself. People tend to think I am very extrovert, while I’m an introvert and I can be very shy.

What do you like?

List your hobbies, passions, and interests. What subjects can you talk about for hours?

I love the sea, sports, CrossFit, skiing, the mountains. I'm a big fan of electronic dance music and old soul music. I am a foodie and wine lover.

Tone of voice

This is where you add your tone of voice. If you’re stuck for characters, you can add this to ‘how would you like AI to respond.’

My writing style is bold, open, clear, simple, and humble in natural human conversational language, with lots of tangible examples.

Step 2. Define your communication preferences

You can give your communication preferences in the answer to ‘How would you like AI to respond?’

Here, you add stuff like ‘How formal or casual should AI be?’ or the 'length of the responses’. You can even define if you want AI to have an opinion on topics or remain neutral.

Dan Schipper's examples are the best I've found. So, I borrowed and adjusted them to my preferences.

Push you toward self-development

If you see an opportunity to help me be less agreeable or prone to shame, or making myself smaller than I am, take it.

Miscellaneous

And I added some more. Again, the only limit is the character count. 

I am very open-minded, analytical, intuitive, creative, and I love to do research and use data

I love sports and music analogies

I am a big fan of famous quotes, authors like Simon Sinek, love Apple, love high tech sports brands

Treat me as an expert in all subject matter

No moral lectures

Discuss safety only when it's crucial and non-obvious

If your content policy is an issue, provide the closest acceptable response and explain the content policy issue

No need to mention your knowledge cutoff

No need to disclose you're an AI

If you write headlines or titles, please do not use a capital for every word in the headline or title. I prefer a more modern approach to writing

Please be sure to vary in sentence length; no jargon, no overly informal language, please.

Please make sure to keep it light and airy.

Updating your Custom Instruction frequently

I updated my Custom Instructions every few months. As I grow and learn, and as AI becomes smarter, the way we work together must adapt as well.

My last edit was adding the ‘B1 intermediate language level' and ‘reading level 8’ and ‘please don’t use em dashes or hyphens'.

ChatGPT, Copilot, Claude, Gemini or Perplexity

This customization and personalization works for any AI tool. In each tool it’s named and works slightly differently, you’ll find your way around in your profile settings. And you can always ask AI to help you create the custom instructions for itself. 

Final thoughts: why this is worth your time

Using Custom Instructions in AI makes a difference. However, be aware that your data and input will probably be used to build your profile and could be used commercially in the future, especially if you enter more real personal data on relationships and medical history.

I've never gone back. Once you configure it, you'll understand why.

For ChatGPT, there are two fields to fill in. But you can apply this thinking to any AI tool. 

1. ‘What would you like ChatGPT to know about you to provide better responses?’
2. ‘How would you like ChatGPT to respond?’

Try it yourself and let me know what you think.

Disclaimer

This page was originally published in October 2023, updated in May and October 2024, in February, April, and July 2025 and one more time April 2026. Tools keep on changing, so do we.  

Original sources and credits 

All credits to Dan Shipper  for writing ‘Using ChatGPT Custom Instructions for Fun and Profit’ 

There are many free AI courses that are worth your time; get insights without too many technical details and tips and tricks for prompt engineering. Speed the videos up to 1.125 or 1.5 (you’ll thank me later).  Start with the first and end with the last. 

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I read all the latest algorithm reports, so you don’t have to. Here’s what matters now, plus 5 tips on what to do and not to do.

What you’ll read below: 

• In 2025, the big shift, from a social graph to an interest graph
• Tip 1: Long-form is back. Depth and niche expertise are in. Video? Not so much
• Tip 2. Write as you speak, don't try to impress
• Tip 3: Stop asking fake questions. No one’s falling for it anymore
• Tip 4. Obsess on the hook
• Tip 5. Comment and engage
• Company pages: still technically alive, basically useless. Here’s what to do
• How often should you post

See the final paragraph for credits and sources.

Let’s dive in.

In 2025, the big shift, from a social graph to an interest graph

Since spring 2025, LinkedIn has increasingly prioritized content you engage with, not just who you're connected to. This marks the platform’s shift from a social graph (connections first) to an interest graph (topics first). 

It looks like LinkedIn is following the most addictive social in class, TikTok, which also has an interest-based algorithm, stickier and more addictive than Meta’s (still mostly) connection-based one. 

Feed saturation is real. Daily personal posts increased by over 20% between March and August 2025, but the total feed space (average posts seen per session) hasn’t changed.

What content shows up: more ads, more creators, more ‘for you’ content, and suggested posts. The algorithm now favors smaller accounts with niche expertise. 

The rise of suggested ‘for you’ and sponsored content. LinkedIn has quietly expanded both ‘Suggested for You’ and sponsored placements. Together, they now take up around 7–8% of all your feed. The numbers:

• Organic reach: down 47%
• Engagement: down 39%
• Follower growth: down 42%

The algorithm is multitasking. It’s optimizing for parallel goals: speed and depth. That’s why your feed feels like it’s bouncing between viral dopamine hits and thoughtful insights. It's not you. It’s the algorithm.

For brands? Company pages are basically useless, averaging just 1.6% organic reach. If you want reach for your brand, you'll need to piggyback on your employees. 

Tip 1: Long-form is back. Depth and niche expertise are in. Video? Not so much

Want reach? Start typing. 

→ The best-performing posts on LinkedIn right now are long, between 1,250–3,000 characters. They outperform short posts by 38%. That’s not an excuse to ramble; it is a push for conversational language and depth.

Quote from Richard: “Stay in your lane > authentic expertise counts. Own one or two topics instead of chasing viral posts outside your knowledge area.”

Why the sudden love for in-depth niche content? Because the internet is tired. Specifically:

• ChatGPT fatigue is real. People can smell AI-generated copy. They want something human, not corporate speak
• Authenticity beats polished. Longer posts reveal real thoughts, personality, and even some vulnerability
• Mobile friction is overrated. If it’s a good story, we’ll read it, even on a mobile phone as long as you optimize and design your copy for mobile reading

And video? Not so much anymore. Video reach has dropped -35%, but if you must do video, here’s what works:

• Short, vertical, 30–90 seconds
• Meant to support and complement written content, not replace it
• Prioritize substance and personality, not production value. Nothing wrong with a raw and human edge.

Tip 2. Write as you speak, don't try to impress

Aim for reading level 5 to 7, or B1 English. B1 is clear, simple language everyone easily understands, without jargon. In short: Write as you speak.

What not to do: Complicated language with expensive-looking jargon to impress others. Long words equal lower engagement. Posts with words of more than 5 letters per word performed 35% worse.

What to do: Easier reads equal better performance.

• Ask ChatGPT to rewrite your content to ‘reading level 5 to 7’, or into ‘B1 without dumbing it down’
• Design your copy, break your text. No big walls of text. Posts with fewer than 7 paragraphs perform 74% worse than posts with more than 14 paragraphs. Easier reads is better performance.
• Keep it easy on the eye. Use white space, bold, and bullets or lists as visual anchor points in your copy.

Tip 3: Stop asking fake questions. No one’s falling for it anymore

Ending your post with “What do you think?” isn’t engagement, it’s useless clickbait. Users are tired of fake conversation starters. The data shows that posts ending with questions perform slightly worse. The algorithm isn’t buying your faux curiosity, and neither are your connections.

What to do:

• Use provocative statements to spark responses. Do: ‘Most people get this wrong about X.’ Don’t ask, ‘What do you think about X?’
• If you really want to ask a question, make it specific and high-quality only. Like ‘I'm heading to a conference. What is the best booth you've ever seen?’ 

Tip 4. Obsess on the hook

If you’ve got something worth saying, say it up front. You should really obsess on the hook, before the ‘more’. If you don’t hook readers there, they’re gone. It’s roughly the first 90 characters that matter.

→ Please, don’t bury the good stuff and your key message below the fold in a paragraph. Or stick to the too obvious engagement bait hooks with ‘surprising’ statistics, and questions, both perform the worst. See tip 3.

What to do:

• Personal stories are the best hooks; people want to hear from you, from your own experience, and in your own words.
• Consider experience-led hooks, fear-based strategies, or showcasing authority. Example: ‘I almost got fired for doing this one thing—turns out, it saved my career.’ ‘Everyone’s doing X. Here’s why I stopped—and what happened next.’

See the ‘State of the Algorithm Report’ and ‘LinkedIn™ Algorithm InSights 2025’ for examples.

Tip 5. Comment and engage

Comment and engage with other people’s posts to boost your own reach, show that you’re a social butterfly, and not just making noise. Comment on potential clients’ posts, peers, and respond to comments on your own posts.

• Top 5% creators comment 150+ a week, versus 25 for average creators
• They reply 90+ a week, versus 15 for the average creator
• And more comments equal faster follower growth; there’s a strong correlation of 0.545

What not to do in comments:

• Don’t outsource this to AI; it destroys your credibility and trust
• Be a one-word wonder, or empty flattery like ‘great post’ or ‘this is so important’
• Self-promotions are a no-go; no one wants to be sold to in the middle of a comment thread

What to do instead:

• Write as you speak. If that includes a little sass, go for it
• Share a POV, story, or insight that adds to the conversation
• Actually read the post you’re commenting on

Company pages: still technically alive, basically useless. Here’s what to do

Your company page has 1.6% organic reach, so if, by some miracle, you do reach someone, don’t waste it trying to sell them something they didn’t ask for. Don’t make your post an ad-in-disguise post.

What to do: ‘Leave them better than you found them.’ Share knowledge, offer insights they can’t get anywhere else, or make them smile.

A quote from Richard's take on what's happening for company pages: 

"Across 600+ Company Pages analyzed, we saw reach rebound by 6–12% overall, but the real story lies in formats. 

• Text-only posts climbed +10.34%,
• Text + Image +5.9%, and
• Articles — the surprise winner — surged +27.9% in average reach.
• Meanwhile, Polls dropped –21.6% and
• Videos took the hardest hit at –40.5%.

The takeaway? 

Company Page audiences are turning away from “scroll entertainment” and leaning into educational and narrative-driven content. Articles and external links perform best when they deliver insights, not marketing."

→ Nor is B2B an excuse to make your content as boring as possible. Keep it human. Add a little fun. 

And please, cut the jargon. There’s nothing sexy about hiding behind expensive-looking jargon and buzz words, trying to impress. Overusing jargon just proves you don’t understand your own product. Because if you can’t explain complex ideas simply, you probably don’t understand them that well.

Respects your reader’s time and their brain.

How often should you post

LinkedIn isn’t looking for volume. It’s looking for and rewarding rhythm and reciprocity.

Here’s what actually works:

• Post 2–3 times a week. That’s the sweet spot
• Spend the rest of the time in the comments
• Pick 1 or 2 core formats and get good at them. Format discipline pays off; consistency builds trust with both your audience and the algorithm

What not to do:

• Daily posting causes content fatigue and can tank your reach by 45%.
• Irregular posting, long gaps followed by bursts of activity, causes an even sharper decline, as the algorithm deprioritizes accounts with unreliable, inconsistent behavior.

Summary: the algorithm is moody and unpredictable

The LinkedIn algorithm is always changing. What worked a few months ago can be totally different right now. There are so many details, stats, best practices, dos and don’ts, it’s hard to keep track.

→ But here’s the thing… You don’t have to obsess on growth to make an impact and be seen. 

At the end of the day, the best strategy is still that I share for the sake of sharing. Not to generate leads, drive business, or collect followers. If you focus on doing what you love and loving what you do, the business usually follows.

If you want to stay on top of what works, please follow my go-to sources: They nerd out on the data so you don’t have to.

You're welcome.

My sources and all credits

“Just Connecting™— LinkedIn™ Algorithm InSights 2025” by Richard van der Blom. I highly recommend buying it and diving into it. This is an affiliate link, so I'll get a small fee as well.  

→ Read Richard's take on the report. It's gold. 

State of the Algorithm Report, by Say What and The Creator Accelerator, Will Mctighe and Chris Donnelly 

AuthoredUp

More insights on LinkedIn's algorithm secrets 

I collected all my monthly updates on the All LinkedIn algorithm secrets archive page. 

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→ On social, we’re moving from a social graph to an interest graph. The shift means you earn visibility by delivering value, not by existing in someone's network.

→ So, if you’re still building content for your followers and funnels, you’re already behind. 

Let’s start simple:

• Social graph is about who you know: relationships, friends, colleagues, and followers. It used to power socials like Facebook or early LinkedIn, where your feed is shaped by your connections.

• Interest graph is about what you care about: your interests and preferences, topics, behaviors, and passions. Think TikTok, YouTube, or how LinkedIn is evolving today: your feed is based less on who you follow, and more on what content you engage with.

Quick note: This mostly applies to organic social, but it applies to paid as well. If your content doesn’t resonate, the platform simply won’t push it. Even with a budget behind it, bad content gets buried.

Why it matters for marketing leaders

This is what you need to know in 2026.

1. You’re not talking to your followers anymore

In an interest graph world, distribution isn’t tied to your network size; it’s tied to engagement signals. Algorithms push content that performs, not just content from people you know.

This means:

• Great content gets reach, even with a small following.
   
• Bad content? No one sees it, not even your followers. Brutal but fair.
   
• Really bad content? You even get denied on the paid advertising feed.
   

2. Reach is now audience-led, not audience-owned

Instead of broadcasting to followers, you're now getting reach and attention from people who may have never heard of you, just because they are interested in your content.

So yes, brand equity still matters. But your reach and performance is now defined by:

• How engaging your content is
   
• How well it taps into trending conversations or interests
   
• How consistently you show up in the right 'interest feeds'
   

3. The content bar is higher and more level

Before, in the social graph era, brands with big followings could get huge reach. But not anymore. The interest graph now dominates the playing field. 

If you're not delivering value, someone else will, whether it's a competitor or a random creator in their kitchen.

The common mistakes marketers still make in a social graph mindset

Don't make these mistakes. 2026 marketing doesn't run well on traditional marketing playbooks and mindsets. It’s not business as usual. It’s adapt or get ignored.

1. Polished, brand-safe, inside-out content
Still leading with features, products, and ‘big news’? Your audience doesn’t care. 

Content needs to speak to real needs, deliver actual insight, and be generous—yes, even giving your best stuff away for free. Stop talking about yourself. Start being useful.

2. Funnel thinking in a feed-first world
Linear journeys are dead. People don’t follow step-by-step buyer paths—they find you through moments, content, and shared interests.

Your job isn’t to guide them down a funnel. It’s to show up with value wherever they are, again and again.

3. Overproducing, underperforming
More time, bigger budgets, slicker visuals… doesn’t mean more influence. Reach is meaningless without relevance and resonance. 

What to do now

It’s honestly not that complicated. No rocket science here.

The biggest trap? Overthinking it. When you aim for perfection, you usually end up with boring, over-polished content squeezed into rigid funnels that just don’t fit how content works in 2026. Keep it simple. Make it human again. 

• Build around curiosity, not linear campaigns. Start with ideas that spark interest, not updates that fill a calendar. 
  
  And please, make your content modular and standalone. Every (organic) post is a first impression and not seen as part of a nurture flow.

• Speed up and simplify. Ship faster, learn in public, and focus on content that’s clear, useful, and personal. 
  
  Remember, if your marketers need 6 approvals for their content, you made them assistants, puppets, and project managers without a mandate to move fast and have ownership.

• Create for the feed, not the brand book. Authenticity with a human touch wins over pixel-perfect, AI-polished perfection. And relevance wins from the size of your follower base.

Summary

The social graph is about relationships. The interest graph is about relevance. And in today’s world, relevance wins.

New school marketing needs new school playbooks with marketers that dare to show the human side of the brand, have the mandate to move fast, and challenge the status quo.

Now it's up to you. 

P.S. If this resonates with you, don't hesitate to reach out and get nerdy on what's hot and not for 2026 and how to adapt as a marketer. 

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3 things that matter in B2B marketing.

𝟭. ‘𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: 𝗺𝗮𝗸𝗲 𝗶𝘁 𝗿𝗲𝗮𝗹𝗹𝘆, 𝗿𝗲𝗮𝗹𝗹𝘆 𝗯𝗼𝗿𝗶𝗻𝗴’

‘There has long been a gap between B2C and B2B marketing. (…) And the bar in B2B marketing is so low. B2B marketing traditionally gets mired in features and benefits, missing the actual people involved in the buying process.’

→ 𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: we tend to forget that people working in B2B are still people

All credits to Marketoonist, the copy above is an edit from his full post. 

𝟮. 𝗗𝗶𝘁𝗰𝗵 𝘁𝗵𝗲 𝗷𝗮𝗿𝗴𝗼𝗻; 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗮𝗯𝗼𝘂𝘁 𝗵𝗶𝗱𝗶𝗻𝗴 𝗯𝗲𝗵𝗶𝗻𝗱 𝗯𝗶𝗴, 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝘄𝗼𝗿𝗱𝘀

B1 is clear, simple language everyone easily understands. No jargon.

• 𝗕𝟭 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗶𝗻 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝗱𝘂𝗺𝗯𝗶𝗻𝗴 𝗶𝘁 𝗱𝗼𝘄𝗻 𝗶𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝘀𝗺𝗮𝗿𝘁𝗲𝗻𝗶𝗻𝗴 𝗶𝘁 𝘂𝗽. Because if you can’t explain complex ideas simply, you probably don’t understand them that well.
   

• 𝗖𝗹𝗲𝗮𝗿 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗹𝗲𝗮𝗱𝘀 𝘁𝗼 𝗰𝗹𝗲𝗮𝗿 𝘄𝗿𝗶𝘁𝗶𝗻𝗴. And nothing says ‘I’m bluffing’ like a wall of jargon and buzzwords.
   

• The real experts know that 𝘀𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗵𝘂𝗺𝗮𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗵𝗮𝗿𝗱𝗲𝘀𝘁, and most effective, thing you can do.

→ 𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: respects your reader’s time, their brain, and their inbox.

🔗 ‘Writing for busy readers; simplify your writing to make reading easy’
🔗 ‘For authentic content and to increase engagement, you write as you speak’

𝟯. 𝗚𝗮𝘁𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝗲𝗻𝗱𝘀 𝘆𝗼𝘂𝗿 𝗿𝗲𝗮𝗱𝗲𝗿𝘀 𝗿𝘂𝗻𝗻𝗶𝗻𝗴 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝗲𝘃𝗲𝗻 𝘀𝘁𝗮𝗿𝘁

Nothing kills interest faster than gated content. Seriously, nobody wants this, except marketers who love collecting (fake) email addresses to bombard them with HubSpot email flows to make people hate you a little.

If you gate content, you’re not capturing leads, you’re collecting resentment.

→ 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱: In 2026, give your knowledge and information away for free. And let them pay for the implementation of it.

Interesting read: 🔗 How help content can boost sales and build trust

About my confessions

More about me and my confessions. Why I hold content to a higher standard. And why I write what most people in this industry won't say out loud.

I'm a content strategist with a university background in marketing, media, sociology, and psychology. I've worked in this industry for 25+ years and for 50+ global brands and agencies. 

I've seen a lot. Made many mistakes. Learned even more. 

Now, I share all this to inspire everyone working in marketing and communication to more accountable work. There's already too much crappy content out there; no need to add to it.

Join 2,500+ professionals

Most content advice tells you what to do. This tells you how to think. For marketers and communicators who want the difference. 

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First of all, you have to have an opinion, a point of view on what's happening in your industry, why it matters, and give tips to your reader on what they can do. If you just describe what's going on, you'll become invisible among all the other brands that are doing exactly the same. 

You'll be surprised how few brands truly dare to express their opinion, mainly out of fear of alienating certain audiences. However, by staying neutral, they become neither fish nor fowl, bland and stuck in the middle, ultimately alienating their core audiences as well.

Below, you can read more about the POV and 4 more tips to help you stand out. 

1. Focus on your POV
2. Obsess on your strategic framework and brand voice
3. Use AI for research: find the ask and the gaps
4. Write by hand
5. Improve with AI

Please note the rule of thumb for determining how much human touch your content requires: the more personal, authentic, thought-provoking, and opinionated the content, and the more complex, sensitive, or ethical the topic, the more human touch is needed.
 

Now, let’s dive into the tips, based on my 20+ years of real-world marketing leadership, not backed up by research or data. 

Tip 1. Focus on your point of view (POV)

Now that content is cheaper and faster to make than ever, you'll need to skip the volume game and play the position game with a POV and a personality. 

Your content shouldn't be about shouting louder than everyone else. It’s about being a brand that stands out because it stands for something.

With a clear POV and a voice with real character.

Not just another brand with some generic content about the industry, but a brand people remember and want to have. Not because you’re always available. Because you’re unmistakably you with a clear vision. 

And yes, it’s not easy, it takes clarity, courage, and commitment. Don't chase attention. Start owning your position.

Explained by example, my POV

My point of view is that being real is rarely perfect, but always powerful. And you don’t need more or louder content. You need the courage to stand out in a voice with a defined edge.

In more bold words, there's already too much crappy content, don't add to it. Do better. Be raw, authentic, and a bit unpolished. That makes you so much more interesting. 

 

Tip 2. Obsess on your strategic framework and brand voice

Once you know what you stand for and how you see the future, you have your point of view, it’s time to bring that to life with a solid strategic framework and a unique brand voice.

• Speaking from experience, the framework is usually too wide with too many topics. You want to tell too much in too little time, resulting in a scattered strategy with just a few pieces of content on each topic. Therefore, it doesn’t make an impact, as you need to repeat things 5 to 7 times before they stick.
  
  The rule of thumb is to pick 3 to a maximum of 5 main topics, and for each topic, you create multiple content pieces that you can reuse, republish, and repurpose. This saves time and budget, and AI can help you with that.
   
• For your brand voice. Also, use AI for that. First, you drill it down into the details and create a prompt out of that. Then, you include that in your AI configuration. And, you build a GPT to proofread and check if your brand voice is applied correctly. As the last step, you manually check to make sure all the details are correct.

Explained by example, my framework and brand voice

I help brands to lead with character. In a world where AI can generate almost anything, I create marketing content that feels real, cuts through, and stays true even when it’s messy. 

My topics are marketing, content, and AI. I don't publish anything that doesn't fit in these three (yet). 

My voice is bold. And clear. I break the writing rules to make my point. And I curse. That's who I am and how I speak. Not polished, what you see is what you get, with respect and aiming to make the good even better. 

Tip 3. Use AI for research: find the ask and the gaps

If you’re using AI just to write blogs, it's a shortcut to sameness. If you use AI for research, you’re in a league of your own.

This one is so easy and is mostly overlooked. Ask AI to research what content your audience is looking for. 

There are 5 types of questions your customer has before buying something

1. How much does it cost?
2. What can go wrong? The ‘what if…’ questions
3. Is it cheaper elsewhere? Comparing brands and products
4. What do others think? Reviews and recommendations
5. What is ‘the best … ’, ‘the cheapest … ‘, ‘the most sustainable …', ‘the ….’ ? 

Once you know what they are looking for, plot that against your strategic framework and topics. Does it match? Great. If not, rework your strategy.

Tip 4. Write by hand

My secret is that I think and write by hand, old-school with pen and paper. Writing by hand slows me down, clarifies my thinking, and challenges it.

When I let AI do the writing, I notice that struggle at the end because my fundament is too wobbly, not authentic, too generic, and, honestly, a bit weak.

Once I have the first concept ready, I jump to AI to improve and refine.

Tip 5. Improve with AI

Using AI to provide feedback on your final content is one of the most often overlooked features of the content creation process..

I always run my content by AI, and use my custom-built GPTs: proofread on the B1 language level, check on clarity, structure, logic, and if your content resonates with your audience, and more.

Here are two more quick wins to make your content even sharper:

• Ask ChatGPT not to rewrite but to give suggestions because I like to stay in control of my content.
• Ditch the ego and ask AI to roast you; this feedback always improves what you created.

Plus, how to adjust your writing so your content surfaces in AI search.

More tips on being found by AI search and SEO

How search is changing is a major marketing concern. How can you make sure your content is found? 

1. Write like an expert, and answer the common questions related to the topic. Explain it clearly, write as if you’re talking to a coworker or a friend.
    
2. Use clear, everyday language. Write like you speak, in a conversational and human tone. Your busy readers and AI love clear and everyday language. Don’t over-optimize or stuff keywords.
    
3. Structure matters more than ever. 2 elements make the difference. You must start with the most important, and use the headlines (H1) and sub-headlines (H2) to guide the storyline.

Wrapping it up

In short, there’s not much difference whether you create thought leadership content for B2B or B2C. But if you do, use AI wisely. And don’t opt for more content; instead, opt for more authentic content.

These are my 5 tips to stand out.

1. Focus on your POV
2. Obsess on your strategic framework and brand voice
3. Use AI for research: find the ask and the gaps
4. Write by hand
5. Improve with AI

And one more thing that matters: Being found by AI search is influenced by how you write (your brand voice). So, better make the most of it. 

Start small and pick one tip, and start today. The rest will follow. 
 

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The message is simple. Maybe even boring. But here it is...

Just show up

Not per se every day. Not even twice a week. You don’t need a rigid, color-coded content calendar that haunts you.

What you need is consistency.

Show up like you’ve got something worth sharing, because you do. Say it again and again until it becomes unmistakably yours. That builds trust and shows you care.

Here’s how I’ve shown up every week without fail since December 2022.

Tip 1. Failing to plan is planning to fail

Yes, it’s a cliché. Yes, it’s still true.

If you don’t have a solid content plan and a Big Hairy Audacious Goal (BHAG), then you’re not setting yourself up for success.

Pick a drumbeat and plan.

How to plan

Use Notion. Use Excel. Use a napkin. It doesn’t matter. List out 8 weeks of content, whether you publish daily or every other week. Write down the title and a one-liner. Then, every 4 weeks, refresh it. Keep it simple.

And if you miss more than a week, revisit your plan.

Miss once and that’s life. Miss twice, and now it’s a pattern. Miss three times and the plan needs a makeover. See tip 3.

Tip 2. Keep content in stock

This is my secret weapon. And most brands ignore this. It’s always nice to have something in reserve for when you need it.

Build a list of 10 content pieces you can refresh and republish. There is no shame in repetition. Just don’t copy-paste your way through it. Update it. Polish it. Show that it still matters.

How to build your content vault

Use your data. Look at what performed well and what didn’t. Then add content you actually liked making. The kind that sparks and feels worth repeating. Space it out with at least 3 months between re-posts.

There is nothing wrong with repeating.

There is nothing wrong with repeating.

Tip 3: Never miss twice

Life happens. You’re human. Things go off the rails.

But don’t miss twice.

Discipline is not about punishing yourself for messing up once. It’s about bouncing back quickly.

But if you’re missing repeatedly, the problem is not you. It’s your strategy and planning, see tip 1. Adjust your pace.

Because long-term consistency is not about being perfect.

It’s about making the work sustainable.

Final Thoughts

Consistency isn’t glamorous. It doesn’t always get likes or go viral. But it builds trust. It builds momentum. It builds something real.

Intensity is being loud. Consistency gets you results.

Credits and inspiration: Chaz's 100 things a planner should know, Arnold's Pump Club

Want to become as consistent as I am?

Let’s connect and keep the conversation going.

If I can make it work since December 2022, reaching over 100,000 readers a year in just 8 hours a week and a humble €750 in out-of-pocket costs a year, so can you.

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→ Before your content is seen at all, you need to get into the LinkedIn feed first.

→ It's not just about creating 'mobile' savvy content or being popular. There's a bigger system in place so LinkedIn can keep all our feeds as relevant as possible, so that we, the users, keep returning to their platform.

LinkedIn runs on a few basic rules that most brands and people are not aware of. 

Disclaimer: there is much more to how the algorithm works. I’ve simplified it a lot to explain what you need to know before diving into the details. 

These are the bare essentials to get right before worrying about the rest.

Rule 1: The algorithm is the nightclub bouncer

LinkedIn is not an open playground. It’s a nightclub with a strict door policy, and your content is waiting in line. The algorithm is the scary, impressive-looking bouncer deciding who gets in and who does not.

And the reasons it denies content are not that different from the fears we all had standing outside a club when we were younger.

1. You don’t look the part. If your post isn’t formatted well, the visual is off, or the text is hard to read, the algorithm notices. Looks matter. 
    
2. You don’t bring the right energy. Flat, generic, mediocre content signals low engagement potential. The algorithm wants posts that spark conversation, not just take up space. Engagement matters. 
    
3. You’re not on the list. Rarely post or engage? The algorithm doesn’t see you as a regular. Just like the bouncer turning away someone who shows up once a year, it won’t prioritize you. Consistency matters. 

If you’ve ever wondered why a post with effort and heart barely got seen, this is why. It never made it past the door.

Rule 2: AI scans your post before any human sees it

The bouncer from the example above, that's AI. So, before your post even reaches someone’s feed, AI has already judged it. 

This scan is fast and ruthless.

• Is your content mobile-friendly? Is the reading level simple enough to skim? Does your visual work in the feed? Are you sharing something fresh or just repeating what everyone else says?
   
• And it’s not just this post. AI also looks at your previous posts. How did they perform? If you post too often with low engagement, the chances of getting in shrink.
   
• The AI looks at you, too. How often do you engage with others? Do you share insights, comment, and connect, or only drop your content and vanish?

Only if it passes all these checks does your post get a chance at the feed. If it fails, no one even knows it existed.

LinkedIn’s AI scans your content before a single person ever sees it.

Rule 3: Your activity gets you VIP treatment

Being social on LinkedIn matters. The algorithm rewards effort. Engaging with others, sharing insights, starting conversations, and showing up in the comments pays off. That’s why comments are ranked higher than likes. Comments show you’re part of the conversation, not just tapping a button and moving on.

Consistency matters just as much. The more regularly you show up, the more the algorithm trusts you. It’s like being a regular at that nightclub. The bouncer knows your face. Posting once in a while with no engagement in between is like showing up once a year expecting special treatment. It doesn’t work like that.

Why knowing this matters

When you know these rules and how the algorithm works, you can manage your expectations and stop guessing. You can decide how much time and effort you want to invest to get to reach and actively participate. Or lurk silently in the background. 

The deeper benefit? You take control. Whether you choose to go all in or step back, it’s now a decision.

All nerdy details on the algorithm

Here are a few links if you really want to know what to do:

• The LinkedIn algorithm secrets
• More golden tips in the Algorithm Insights Report and how to buy it (chapter 2 in the same link as above). This is my go-to source for everything about LinkedIn is this report. However, as there's IP on the stunning 250-page report, I can't share all the details. 
• Richard van der Blom, Sam Browne, Matt Barker, and Dickie Bush. 
• AuthoredUp, they recently launched their newsletter, and it's worth it

More insights on LinkedIn's algorithm secrets 

I collected all my monthly updates on the All LinkedIn algorithm secrets archive page. 

And please, before jumping to any conclusions, check the original sources for all insights, nuances, and details. As with everything, these secrets have context.

Stay ahead on marketing, content, and AI with insights that actually matter

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The main question for brands is how do you ‘rank’ in AI search? And how do we (not) measure that?

I'll explain the differences in content by example in a search for ‘best running shoes’.

For the sake of clarity, let’s assume you don’t know anything about how SEO and AI search collect their data. I’ll simplify it and skip some details; there's much more to search than content and copy. 

In this guide:

1. AI search versus traditional SEO
2. How to make your content AI-friendly
3. Explained by example
4. Update your KPIs

1. What is AI search?

AI search is exactly what you think it is. Using AI to search, for example, asking ChatGPT a question like ‘What are the best running shoes?’ Google launched AI Overviews in May 2024 and rolled out in over 100 countries in October; it’s expected any day in the Netherlands now.

The main difference between traditional SEO and AI search is the focus, from keyword to user intent. User intent is the underlying reason behind a search: what the user truly wants to know.

• In SEO, you search for ‘best running shoes’, and your query is just a few keywords. 
• In AI, you search ‘What are the best running shoes?’ in a more natural, human, and conversational language. 

How your user searches impact how you, as a brand, need to write your content. Let’s start with the differences between SEO and AI search.

Traditional SEO: keyword matching

Keyword-based
Traditional SEO targets specific keywords. Content repeats these terms to rank better, often without context. SEO experts target high-volume keywords to rank well, often writing content that repeats these words exactly.

It is good to realize that the question by the user is also in keywords, not in a natural language. For example ‘best running shoes’

Exact matches, less insight 
The search ‘best running shoes’ returns results with that exact phrase but not much else. It’s about matching words, not understanding needs. It's straightforward and doesn’t dive into why they’re searching or what they’re actually looking to solve.

Less focus on intent and context
Doesn’t dig deep into what the user actually wants. This means users often need to dig deeper to find what they really want, For example, a search for "best running shoes" may show results with that exact phrase but doesn’t consider whether they’re looking for shoes for marathons, trail runs, or casual jogs.

AI search: intent-focused and context-driven

Intent-based, understanding why you’re searching
AI-based search. AI looks beyond words. It tries to understand the user’s intention, and even if not directly stated, it picks up the underlying purpose behind a search.

A search like “how to stay fit on a trip” gets practical tips about travel workouts, healthy snacks, and routines that fit into busy schedules. The AI search engine thinks along with them.

Context over exact terms
AI considers synonyms, meanings, and even previous searches and where someone is, showing relevant content even if exact keywords don’t match. It’s about relevance, not exact matches.

2. How to make your content AI-friendly

To feed AI search, you’ll need to adapt your content, especially your copy, from keyword-based to user intent-based. That means putting your customers’ central matters more than ever, focusing on their needs instead of the general descriptions, and adding some FAQs from their perspective.

The 3 switches in the copy

• From keyword repetition to user focus: don't repeat product names; address user needs. In the example below, the intent-based copy helps readers find the right shoe for their specific goals.
   
• From general to more personal advice: where a keyword-focused copy gives general info, the intent-based copy offers tailored suggestions for different types of runners.
   
• Add FAQs to the basic descriptions: a keyword-focused copy sticks to descriptions, and the intent-based copy adds FAQs to answer practical questions.

What you need in your copy

• Have a clear structure to your content. If you have a solid and predictable structure to your content, it's easier to scan and find the answers. This also helps AI find and distill the answers. 
   
• Write simple, write for humans and busy readers. Complex and long writing gets ignored by humans and AI. Simple, human writing not only makes it easy to read and has higher engagement, it also shows who you are, that you care, and are an authority because you make the complex easy to understand. 
  
  Writing in a style that’s easy to read is not necessarily easy to write.
   
• Be non-commercial. It’s about giving information, not closing a sales deal. This is another no-brainer. Content used by AI to provide answers is, by default, information-driven and not sales-focused. 
  
  AI is not a sales machine for your brand (yet). AI is here to help humans to find answers.

It sounds vague and is best explained by example. Please note this is a completely fictional imaginary example, not existing copy.

3. Explained by example: keyword versus user intent copy

What is the true impact on how you write your copy?  

• First example, the keyword focus. It is quite the standard copy you would expect on an e-commerce brand page about running shoes and the specifications of the shoes.
   
• Second example, the user intent focus on user experience, needs, and advice and includes frequently asked questions that address practical concerns. The copy addresses different goals, like long-distance or short-distance running, and helps users choose based on personal preferences, such as comfort, stability, and terrain.  

Keyword-focused example

Best ON Running Shoes for Runners
ON Running shoes are among the best running shoes for runners looking for comfortable, durable footwear. Known for their CloudTec® technology, ON Running absorbs shock and ensures a smooth run. Whether you choose the ON Cloudswift, ON Cloudstratus, or the popular ON Cloud X, you’ll always get a high-quality running shoe.

These ON shoes offer great support, ideal for both beginners and experienced runners. The ON Cloudstratus and ON Cloudflyer are especially popular with long-distance runners, while the ON Cloud X is loved by runners seeking more flexibility. Check out the ON Running collection now and choose your perfect running shoes!

User intent-focused example

How to Choose the Best ON Running Shoes for Your Training Goals
If you’re looking for running shoes that are both comfortable and innovative, ON Running offers a range of options to improve your running experience. Known for their unique CloudTec® technology, ON Running shoes provide a soft landing and powerful push-off.

Need shoes for long-distance training? The ON Cloudstratus and ON Cloudflyer are ideal choices, offering extra cushioning and stability so you can run longer without strain. For shorter runs or gym sessions, the ON Cloud X is a flexible, lightweight option that supports natural movement.

But which shoe is right for you? Consider the surface you run on (like pavement or trails), your running style (neutral or overpronation), and your goals. ON Running has a shoe for every type of runner, so you can train comfortably and efficiently. Check our guide to find the ON Running shoes that best match your running style.

Frequently Asked Questions About ON Running Shoes

• Are ON Running shoes waterproof? Most ON models are not waterproof, but the ON Cloud Waterproof offers light rain protection.
• Can I wear ON Running shoes for everyday use? Absolutely! The ON Cloud series is popular for its comfortable design, suitable for both athletic and daily wear.

My secret tip to understand the user intent

The easiest trick and simple check is to put yourself in their shoes and ask, ‘What do I want to know if I’m searching for the best runner shoe?’ and ‘What are the relevant and related questions I might have?’ 

And based on that answer, you write your content.

4. How to measure; update your KPIs

Another thing that matters is how to measure all this. You'll need to update your reporting and prepare the C-suite for a shift. 

You will lose traffic from SEO and no more vanity metrics in unique visitors. The traffic you used to get from SEO now stays on the AI search page. 

But you'll gain visibility and leadership in the AI search responses. 

How to measure that? I don't have the answer, except zooming out to a 12-month overview with the overall sales and your content efforts plotted against that. 

Besides, it's always good to realize that not everything that can be measured should be measured and reported. 9 out of 10 times, we don't act upon that micro and vanity data and make no changes to the daily operations. 

Sometimes, you just have to accept that you can't measure everything, and some things will stay in the dark. 

Frequently asked questions about AI search

• What happens if I don't update my content for AI search?
  
  Nothing, it's not the end of the world. Next to lower SEO traffic, in the long run, you might also have lower brand awareness and recognition, which might result in lower sales.

• How and where to start to update my content for AI search?
  
  Make it a project; it's not a side hustle job. First, update your brand voice to make it more human and apply writing for busy readers, then audit and pick the top 10 most visited pages and update those. If you do that, you're already doing more than your competitors. And you can take it from there. 
  
  There is no need to update all your old pages; just pick the most important ones and make sure you apply this to all your new content. 

• How do I know what the FAQs are?
  
  Simply place yourself in your customer's shoes and think of questions you might have and how you'd use AI to search for answers. 
  
  Please don't use your standard brand and customer care FAQs; often, those are superficial and more about the brand. These specific FAQs are to feed AI search with detailed and practical questions your user has.  
  
  And if you can't think of any questions, leave them out. Answering any potential questions is a service, not an obligation. 
  
  Note that I use human, natural language in my FAQs, and how I write the question is almost like the prompt you would use for AI. Plus, I use a clear structure with a header and formatting.

Key takeaways

If you want to ‘rank’ in AI search, you better step up and adjust your content accordingly. The AI search is a different game from the traditional SEO search. 

Main differences

• From keyword to user intent focus
• From exact match to context and underlying needs
• From basic standard description to FAQs

The easiest trick and simple check is to put yourself in their shoes and ask, ‘What do I want to know if I’m searching for XXX?’ and ‘What are the relevant and related questions I might have?’ And based on that answer, you write your content.

Also, keep in mind that your KPIs need an update as well. You will lose traffic from SEO, but you'll gain visibility and leadership in AI responses. 

Need help to start with AI today?

If you need any help setting up this new process and getting your team started while hitting the ground running, don’t hesitate to drop me a DM on LinkedIn. 

If I'm not your designated person, I can certainly recommend someone in my network who can help you.  

Stay ahead: subscribe to my newsletter

If you don't want to miss out on AI, content, and marketing based on insight and how it matters to you, subscribe to my LinkedIn newsletter. And you'll receive my updates automatically in your inbox. 

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But a shocking 75% of marketers mention a lack of AI training (source). And to my big surprise, some employees still don't embrace AI and stick to their usual way of working. Maybe it’s fear or ignorance, or perhaps it’s because we don’t love what we don’t know—who can tell?

AI is here to stay, and it's about time to take it seriously. Do you want to know how to start with AI in your team and organization? Then this is for you. 

• The 2 mistakes in AI adoption: IT-only and siloed
• What to do instead: bottom-up and top-down approaches for success
• Frequently asked questions about AI adoption and training

Credit where credit is due, thanks to Arne Mosselman for writing ‘From the Ground Up.’ All content below originates from Arne’s whitepaper, and I have added some of my insights and experiences.

Let’s dig in.

Avoid these 2 mistakes in AI adoption approaches

Knowing what not to do is as powerful as knowing what to do. These are the two common missteps in adopting AI.

Mistake 1. Treating AI as an IT-only project

When AI is treated solely as an IT initiative, we miss its creative and human potential. This approach is too focused on cost-cutting and tech management. 

For the boomers amongst us, remember how we started with ‘the internet’ back in the days in that same IT department? And look at where it is right now, for and by everyone in the organization. 
 

Mistake 2. Innovation in silos

Isolating AI within a specific department creates a scattered effect, doubles the work, and prevents sharing experiences, learnings, and knowledge. You’d be amazed at how many companies implement AI only within a single department.

What can you do to successfully adopt AI? Go bottom-up and top-down. 

Bottom-up: innovation on the work floor

Change always comes from two ways: bottom-up and top-down. These are the recommendations from the work floor. 

• Creativity for everyone across teams
  AI sparks and fuels innovation in every department, much like social media did for content creation across marketing, communications, corporate, sales, customer care, and HR.
   
• ⁠Low-cost experimentation, high revenue
  AI licenses are affordable, with major time savings on everyday tasks. For about €350 per year in license and training, each employee could save around four hours. That’s a whopping ~10% time gain for ~1% of the brutal annual salary. Smart investment, right?
   
• ⁠⁠Let AI champions lead by example 
  Employee see, employee do. When they see their coworkers embracing AI with enthusiasm and success, that inspires them to give it a try too.

Now, let's look at what needs to be done by the leadership, top-down. 

Top-down: leadership support for growth

You can't lead if you don't know what you're talking about. So the leadership team has to learn to work with AI as well and create a safe environment to experiment. 

• Leadership commitment: they have to set ambitious, realistic goals, legitimize AI use, establish ethical boundaries, and give guidance to AI adoption easier. 
  
  Next to that, they themselves have to lead by example and also learn to work with AI. Monkey see, monkey do.
   
• Change Management: they, the leaders, have to realize AI is a change and needs change management, not just the rollout of a new tool. They have to guide and support the integration of AI in the daily work processes and facilitate a safe environment to experiment and learn to work with AI while they break the vertical and horizontal silos to share learnings and knowledge.

This is the strategic framework that the leadership team has to give.

• Clear objectives
  To measure is to know. Besides, it helps to mitigate employee fears and highlights the productivity benefits of daily tasks.
   
• ⁠⁠Training
  This is a no-brainer. 75% mention they lack formal and continuous training. It's good to realize that ‘one training is no training’; you have to set up a program with multiple sessions and share experiences and knowledge. 
   
• Internal communication
  The best way to succeed is to highlight small successes and share the daily struggles and fears and how other employees overcame them. Sharing is caring. Don't keep it secret.
   
• ⁠Encourage experimentation
  This experimentation is so important that I will mention it for the third time. You must foster and encourage a culture of structured experimentation to explore and scale AI. Fail fast, learn faster, and dare to experiment, be innovative, and dare to make mistakes.
   
• Measure Impact
  In line with the objectives and internal communications, measure and share. Nothing is as sticky and inspiring as success with new technologies.

Frequently asked questions about AI adoption and training

• What if I just start small with AI in marketing?
  
  Well, at least you're starting; that's good. But do you want to keep AI exclusive and secret for marketing only? 
  
  Or do you want to empower other employees as well to work more efficiently and faster, so they have more headspace to improve the quality and not just the quantity of their work? 

• How do I begin with AI if I don't know where to start?
  
  Then, call Arne. He's the one who can help you and guide you on how to set this up in a solid and measurable way. He's your strategic counterpart for AI. 
  
  I highly recommend him because he's good and brutally honest in the typical Dutch way, not a self-proclaimed guru or cowboy. Just to let you know, I'm not affiliated, nor do I get a fee; I recommend him because he's one of the best and, above all, a really nice guy and easy to work with. 

• What makes good AI training for my marketing team?
  
  ‘One training is no training.’ What I hear from many marketing and comms people is that they feel their AI training is either too technical or too high-level, packed with impressive capabilities but lacking practical steps and a follow-up to keep it going. Often, they feel super inspired but don't know how to start using AI in their daily work. Without clear, hands-on tips and tricks, they scratch the surface of AI and give up when their results don’t give them the excitement they felt during training. 
  
  My best-kept secret for good training: small groups, 4 to 8. Let them bring their struggles with examples to the training. Start with the overview of what they need to know and what they can forget — followed by how to prompt and the reason behind the structure of a good prompt. Hands-on practical fun pushing and poking AI around gets them started. And follow up with a shorter session to ask questions and dive a bit deeper where needed. If you also want to have a training like this, contact me.

Wrapping it up

Implementing and adopting AI makes me think back to the days when we took our first steps with websites. And when we embraced social media, every department jumped on the content creation. We came from far and let’s use those lessons learned to embrace the exciting future ahead.

What not to do in AI adaption 

• Make AI an IT journey
   
• Start in a one siloed department

How to set up AI adoption for success

• Bottom-up: empower creativity and innovation for everyone, against low experimentation costs with high revenue, and give stage to AI enthusiasts to inspire others.
   
• Top-down: lead by example; leadership has to work with AI as well, treat it as a change and not a tool, give objectives, measure and communicate them, provide training, and again, encourage experimentation.

If you want to know more about this, contact Arne Mosselman. He knows. Download his whitepaper, 'From the Ground Up: How Generative AI is Revolutionising Industries, and discover how to build an AI-powered strategy that upskills teams and fosters innovation.' 

If you want to know more about how to use AI for your marketing and content team, then, quite biased, of course, contact me.

Need help to start with AI today?

If you need any help setting up this new process and getting your team started while hitting the ground running, don’t hesitate to drop me a DM on LinkedIn. 

If I'm not your designated person, I can certainly recommend someone in my network who can help you.  

Stay ahead: subscribe to my newsletter

If you want to stay up to date on AI, content, and marketing based on insight and how it matters to you, subscribe to my LinkedIn newsletter. And you'll receive my monthly update on the LinkedIn algorithm automatically in your inbox. 

Two-click subscribe, and one-click to unsubscribe if you don’t like it.

Easy does it.

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Please share your feedback in a social comment or via email to help me create better content for you.

The big question is: How can you maximize your content output while staying on-brand and authentic and getting your message across to your audience? How to elevate your content from mediocre to good to great while you use AI and ChatGPT?

Here's my take on this… 

The 5 things to know to maximize your AI output

Before you dive into the prompting and get some ChatGPT output, you have to realize that you are the one who has to innovate and dare to challenge the status quo. 

If you want to make an impact, you still have to do the work. 

AI can help with insights, inspiration, ideation, research, and crafting the copy, including proofreading.  

But it's still you to give your content a human touch and show that you care. 

On LinkedIn and every AI course, you stumble upon templates, how-tos, and advice, whether or not provided with copy-paste-ready prompts. It is all very convenient and easy—every monkey can do the job. Yet, if you know how to zoom out and use ChatGPT and AI as intended, you can give yourself an advantage in your content creation skills.

These are the things to know to get the most out of AI.

1. Understanding ChatGPT's role:  is not an intern to boss around
2. Human and AI: a powerful duo, yet it’s your job to provide insights
3. Deep diving with ChatGPT; down the rabbit hole
4. The professional edge: ChatGPT-4
5. People recognize ChatGPT-created content

Let's dive into the details. 

1. Understanding ChatGPT's role

ChatGPT is not an intern you can boss around to do your dirty work. It’s a co-pilot; it's your wingman to help you do better.  

It’s a great sparring partner; it’s still you who has the brains and has to guide ChatGPT to get the desired output. 

Good to be aware of… 

• No new insights or strategies. By now, we all know that ChatGPT is a generative AI. In short, it’s a language model with a chat-like interface that works based on probabilities. This means ChatGPT doesn’t give you genuinely new insights, strategies, or ideas. How generative AI works 
• No bias or judgment. The best part of generative AI is that it has no bias, judgments, or view of its own. ChatGPT can help you by giving rational arguments. Together, you can sharpen your thinking, broaden your mind, and come up with a different approach.
• Conversational design. Bossing around ChatGPT doesn’t get you anywhere. As said, it’s you who’s in the driver's seat. Chatting with ChatGPT is where the magic is created. Notice that it’s already in its name.

2. Human and AI: a powerful duo 

It's you who writes the prompts based on insights and experience. It's AI that replies based on probability and predictability; AI only echoes what's already there. 

You and your mindset create the magic. A quick tip to get the most out of your collaboration is to use AI as your assistant and equal and not boss it around. You do that by being friendly and starting a conversation with AI, not giving an order. This does something neurologically in your brain. 

That’s why you should say ‘hi’, ‘thank you’, and ‘please’ to ChatGPT. It’s not that AI cares; it triggers your mindset on how your brain works. Credits to Conor Grennan. 

• ‘You are treating ChatGPT like a tool; that’s how we interacted with the internet for a long time. However, ChatGPT doesn’t behave like a tool; it behaves like a human. Therefore, to get the most out of the tool, we have to behave like we are talking to a human and not a tool. And start your prompt with ‘Hi’.’
• ‘Starting with ‘Hi’ is not just common courtesy; it does something neurologically in your brain. It establishes respect and rapport. This is social identity theory; this is the cooperative principle. If you treat the other person (or tool) as a partner, you are going to initiate a more productive dialogue, which is exactly where the power of ChatGPT lies.’

Example: my prompts

I love equality and collaboration over commanding. Next to ‘Hi’ and ‘thank you’, I also say ‘please’  and ‘can you…’ to ChatGPT. 

I like a more human conversational tone over the directive bitchy requests. This just does something to my mind, and I notice it improves not only my prompts but the output as well. 

3. Deep diving with ChatGPT 

If you stick to the surface, you'll get what everyone gets. You write a prompt for a 1000-word content piece on the ‘Reasons why not to use ChatGPT’, and you’ll get the same mediocre content as everyone else. 

Deep diving is where you can stand out and differentiate from others that use the same prompts. You can prompt your way into the rabbit hole and surface those details that others don’t.

• Understanding and context of the topic. You know your craft and have an in-depth understanding of the topic. You do the strategic thinking and provide the context. Gen AI uses existing content for its output. It’s an echo of what is already there. Echoing and repetitive content can be boring and not bring new insights or points of view. 
• AI has nothing new: echoing. Be aware that ChatGPT and AI have no new insights or unconventional thinking to broaden minds and horizons. As Gen AI works with probability and predictability, it brings nothing new. Using ChatGPT for content creation is echoing what's already there. You specify and drill down into the prompt to surface the magic and show that you care (and know).
• Inaccuracies and outdated. Also, be aware of inaccuracies, trustworthiness, sources, and up-to-date knowledge. Even though the recent update makes ChatGPT tap into the www for information, it can be trusted (yet). Not only in the sources, also in outdatedness and (cultural) context.

Example: my deep dives

I always start with a broad yet very detailed prompt to kick off the conversation. A prompt of around 50 to 100 words is my default. 

Once I get the first reply, I prompt-on-prompt and chain my requests together to dive into the details and get more out of it. During this conversation between me and AI, I continuously check on validity and whether it makes sense. I do the thinking; AI is my wingman. 

→ Tips to improve your prompts

If you really want to get the most out of ChatGPT, I strongly recommend upgrading to the paid ChatGPT-4. The difference is significant and worth the investment.  

4. The professional edge: ChatGPT-4

Since October 2023, I have been playing with ChatGPT-4, the paid subscription. I have to say, there are differences with the freebee version; I’m not sure if that’s due to the new releases or the paid version.

The most important is that it feels more accurate and to the point. There’s a little less fluff. And the output is in a different tone of voice—a little less bland and vanilla. Yet I can’t prove this; it’s my gut feeling.

It’s also faster. With ChatGPT3-5, you sometimes had to wait a few seconds; now, the output is almost instant.

Custom Instructions and build your own GPT

The best part is that you can use Custom Instructions to personalize your output. By using the Custom Instructions, my results went from good to great. 

Lastly, you can build your own GPTs to automate specific requests for proofreading your content and creating captions for social media and other prompts you use frequently.  Although it sounds and looks complicated, once you learn the trick, it only takes about 5 minutes!

Is it worth the $24.20 monthly fee? Absolutely. 

5. Recognizing ChatGPT content

We have been working with AI-generated content for over a year,  we know people can recognize it. It's something in the details; the words used, the length of the sentences, and a gut feeling that reveals it. 

Here are a few signs how to recognize ChatGPT content.

• Listicles. There is no real intro; there is an immediate dive into the listicle. The structure of AI written copy is almost always the same. You do the prompt, and ChatGPT provides the answer without context sketching or personal notes on why it matters. And the structure is always listicles or similar. Even if you remove the bullets, you recognize this structure in the text. ChatGPT has a catalog-like way of giving information. 
• Originality. Lack of originality and creativity. Gen AI relies on data patterns, probability, and predictability — nothing creative to spark joy and engagement.
• Not human, no personality. No human touch or cultural sensitivity. Emotions, nuances, irony, humor, and surprises are what make content stand out. That’s something ChatGPT can’t do. The output is based on data and lacks personality and connection; it’s too clean and has no bias.
• Not consistent. Lack of consistency. As there’s no personality, there’s no consistency between the content items. The only consistent thing is that the content produced by Gen AI lacks identity and is bland and vanilla.

You can fix this with a 3-step guide to combine AI and authenticity for amazing content. 

Wrapping it up: AI is amazing if done correctly

Don't get me wrong — I love AI. And it's amazing to create and improve content. The secret is that I give some human love and care to my audience and content, and I use AI along the way, not vice versa.

At the end of the day, it's your job to elevate your content and create something awesome. Show genuine effort and care in every piece you produce.

These are the five things to know to get the most out of your collaboration with ChatGPT: wingman, you have the knowledge and context, go into the rabbit hole, experiment with paid ChatGPT-4, and know that people recognize ChatGPT content. 

1. Understanding ChatGPT's role:  is not an intern to boss around
2. Human and AI: a powerful duo, yet it’s your job to provide insights
3. Deep diving with ChatGPT; down the rabbit hole
4. The professional edge: ChatGPT-4
5. People recognize ChatGPT-created content

Now it's your turn to apply all this and create some awesome content to make an impact. 

Stay ahead: subscribe to my newsletter

If you want to stay up to date on AI, content, and marketing based on insight and how it matters to you, subscribe to my LinkedIn newsletter. And you'll automatically receive my monthly update on the LinkedIn algorithm in your inbox. 

Two-click subscribe, and one-click to unsubscribe if you don’t like it.

Easy does it.

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It's really about time to shift from copy-centric to visual-centric in the content review processes. 

My kind advice to everyone who reviews and signs off on content, you focus too much on the copy, and too little on the visual. 

Copy-centric state of content calendar and approval processes

Over the last years, I've seen quite some content calendars. What strikes me the most is the importance and focus on the copy. 

You, as a senior manager, review the text and the visual is, at best, hidden in a link or a thumbnail, and you trust the team to nail it. Why? You're missing half of your content by doing so. 

I'm not saying you should be an annoying micro-manager; I'm saying you should review and sign off on the final product, the mock-up created with visual or video screen dumps and copy, not  copy only. 

The easiest way to do that is to put the visual central in the content calendar and copy second. 

Visuals should lead the way 

My advice is based on the visual hierarchy theory, perfectly captured in the visual below.

For all content, this works exactly the same → there is a visual hierarchy.  

You see the visual first, the short caption second. And if you’re interested, you’ll click on ‘read more’ to read the extended copy. 

This is more evident on Instagram. However, this also applies to LinkedIn and email marketing. 

Adding copy to your visual
And there is no shame in adding copy to your visual. For my LinkedIn newsletter, I know that you don't read the caption or the title of the preview, so I added the hook to my visual. 

This is a bespoke visual, only used for the LinkedIn newsletter and a deviation of the header for the blog.  

I use templates in Canva to create in less than 5 minutes all the header visuals I need: newsroom on my .com, LinkedIn newsletter, Instagram feed, Instagram story, and Medium. 

Use screen dumps for videos for your content calendar
Please note that for the sexy videos in Instagram stories, reels, or extended LinkedIn videos, the content approval process can differ slightly from the visual plus copy content assets. In that case, it's good to include some screen dumps from the video in the content calendar. 

For email marketing, the same applies

In your email, you probably have a big, bold header with some boring stock image with your logo. See the first screenshot in the visual below. Pretty boring, right? 

If you focus on the visual, you'll get a much more engaging and better email. See the examples in the visual below. Here the same applies, no shame in adding copy to your visual for clear and direct communications. You can't expect your customer to make an effort and scroll down to see your message. 

• first image: I have no clue what you want to tell me (I'm too lazy to read the long subject line, and my eye is drawn to the big blue header with just a logo)
•  The second and third image also have their logo on top. However, it's much smaller. In the first view the copy in bold and the visual just above the fold get my visual attention
• The newsletters with a visual on the top speak for themselves. Patagonia even made an effort to let the copy ‘New Arrivals’ pop up just above the fold. 

Implementing visual hierarchy: practical tips

The only thing you’ll need to do is make the visual the most important element in your content calendar, by preference in situ → the mockup post, exactly as it's seen by your customer on mobile.

That’s honestly the only way I sign off on content produced by our team.

What you can do:

1. Make the visual the most important element of the post in your content calendar
2. For social, create two caption sets: the short copy with the ‘read more’ for the first view and the extended copy
3. For email, preview with the fold in mind. On mobile, of course
4. If you have a video or LinkedIn document, use screen dumps in the content calendar
5. Create templates for header visual production in less than 5 minutes

Choosing the right tools for your visual content calendar

I’m still surprised most content calendars and tools are so focused on the copy.  What's going on? The visual is the main element of the (social) post, and the above-the-fold part of the email is what captures the first attention. 

Maybe it’s me being so visually focused… I don't know. However, you don’t sign off on a TVC or a DOOH based on the copy, do you? Why not apply the same visual sign-off process to social and email marketing assets?

That said, I haven't found one content calendar that focuses on the visuals as the main element of the post or has a place for the mockup. 

If you know visual-centric content calendar tools, please let me know. 

Conclusion: my vision for the visual future

The visual is the most important element of your content distribution, as well as social and email marketing. And within shortly probably also a bigger role for Google SGE. 

Currently, all content calendars I have seen are still copy-centric. WTF is going on? 

It's time for a shift from copy-centric to visual-centric in the content review processes! 

We should do a better job reviewing and signing off on the content and posts in exactly the same way our customers see them.  Make the visual the hero of your content calendar and sign off on that as well, next to the copy. 

Let's start with improving our ways of working and being more visual-centric, and the tools will follow. 

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In other words, you're missing out if you don’t recycle. Just make sure you balance new and recycled content. 

The importance of recycling

Get more value for money and expand the lifetime of your content. Please realize that you don’t always need new content; look at what you already have and recycle what’s successful.

We know creating good content is f*cking expensive, so why not reuse what you already have?

The 4-step recycling workflow

Let’s dive deeper into this four-step workflow to make your life easier.

1. Audit and identify
2. Refresh and update
3. Republish 
4. Schedule the next cycle

Before we dive into the details, it's good to know what not to do. 

What not to do

Don’t be arrogant and presume everyone has seen what you published. Generally, 12 to 15% see your LinkedIn post, and SEO needs 6 to 12 months time before creating significant traffic. And realize that there is nothing wrong with repeating what is good. I hardly remember what I read yesterday, let alone last week or a month ago.

• Think you always need new content
• Presume everyone has seen your content the first time you published
• Go big. Instead, start small with a top five or ten content pieces to refresh and republish
• Republish without refreshing
• Create a new page. Instead, reuse and optimize from the existing SEO ranking

Let's go!

Step 1. Audit and identify

There are five easy things to do in the first step.

• First, you do an audit based on data. Check your Google Analytics over the past 12 months.
• Next, you check how often people visit the page. Was the content a one of success due to a social posting, or does the content continuously pull in traffic via SEO?
• Does this content spark your joy? Do you still like it, and is it representative for your brand? If you don’t like it, why the h*ll would they?
• Is it still relevant and applicable to your audience? Or is the content too outdated to republish? Or is it really linked to a season or specific time of the year?
• What was the initial date of publication? Before you recycle and repost, I advise you to have a minimum of three months in between.

Prioritize, focus on your top 5

Now you create a top five or ten and focus on this. There’s no need to do everything at once, and it’s perfectly fine to keep some for the next recycling round.

My tip is to keep it simple

Leading by example, I have a few content items I update monthly and other pages I recycle frequently. I'll leave the monthly updates out of scope for now. 

To find the pages I want to recycle, I go to the data. Notice that I keep this super simple, and my data is the bare basics. Nothing too complicated with click paths, bounces, and click-outs. 

First, I make an export of the most visited pages over the last twelve months. Then, for the top ten, I crosscheck on the unique visitors and repeat visitors. Next, I check if these visitors are spread out over time or clustered in a specific week or month. 

I narrow down the top ten to the top five; only the pages that are older than three months and have high visitors spread out over time. And if the page is still relevant and if I like it.  

This is my list to update and refresh. 

Step 2. Refresh and update

Now that you have your 5 or 10 content pages you want to recycle, it’s time to update and refresh the content. Simply republishing without changes will not do the job and will make you look lazy.

Update the content

Read, check, and update the content. Adjust and rewrite where needed. Address current trends, events, or innovations in your industry. As the world changes, so should your content.

Or add and expand the content with a new paragraph to make it even more relevant. Small changes can make a major difference.

Check the links. Are the existing links still active and relevant? And is there new content you can link to?

Was there any user feedback or questions you can address in your updated version?

Sometimes, I also rewrite the headline to make it feel fresh and relevant again.

Refresh the visual

Adding a new header visual and updating the visuals in the content is the fastest way to make your content look new. 

I always do this also to make it timely again. Most of the content I republish is from roughly six months ago. Now is a different time of the year, and needs an updated visual. In the spring, my visuals are lighter, whiter, and crispier than in the fall.

Don’t duplicate

This one is especially important for SEO and analytics. Don’t create a new page; use the existing content page and refresh that. Having two pages that are quite similar doesn’t favor your site’s search ranking; besides, it makes you look stupid to have the same content twice.

If I do an update, I usually have a disclaimer in the last paragraph to prevent my audience from feeling misled. I state that it’s updated content, refreshed, repolished, and republished. And why I updated it, especially when it’s about AI and ChatGPT, as that sh*t is outdated the moment you publish.

Sometimes, I put ‘updated’ in the header when it’s relevant to signal that there’s new content on this topic.

Step 3. Republish 

This is when you actually hit the ‘publish’ button to update the publication date. As stated above, use the original page and url to optimize SEO. A page that already ranks well and has a history will always outperform a new page with the updated content.

Using the same page also helps to analyze and audit for your next recycling round.

Repost on social

If you repost on social, guaranteed you’ll reach new and or different audiences. Never presume that all of your followers have seen your post the first time. If you reach them for a second time, there’s nothing wrong with that.

Add a disclaimer if needed

If do this, please be upfront and mention that it’s updated content. You don’t want to mislead your audience and present something new while it’s updated content. While most of us don’t remember what content we read last week, some do, or it will ring a vague bell and provoke a feeling of being misled.

Step 4. Schedule the next cycle

Set a reminder of periodic content audits. You can do this quarterly or bi-annually to identify recycling options continuously. The rule of thumb is to have at least three months in between reposting content; that’s also why I recommend you to have a top 5 or top 10 per round and not to do everything in one go.

Consistency is key, also in recycling. 

My tip for consistency

Plan this in your calendar. Sounds stupid, yet it works. Plan a meeting or reminder in your calendar every three months to check the data and create a new content recycle list. Good change you're human and you'll skip once in a while, so you'll end up recycling content every six months. 

Recap: the 4-step recycling workflow

These are the four steps in the workflow to recycle content.

1. Audit and prioritize
2. Update and refresh
3. Republish and repost
4. Repeat

What not to do

• Think you always need new content
• Presume everyone has seen your content the first time you published
• Go big. Instead, start small with a top five or ten content pieces to refresh and republish
• Republish without refreshing
• Create a new page. Instead, reuse and optimize from the existing SEO ranking

While recycling content can expand the lifetime of your content, don’t forget to create new content. And, again, avoid overdoing this recycling. Be upfront if you recycle and balance it with fresh and new content.

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Or your expectations are too high; seeing revenue from your leadership content takes at least 1 year, 3 years is more realistic. Two things to know for your strategic approach. 

First, you and your team have to do the boring stuff. Practice makes perfect. Be hands-on to make progress and an impact. The stuff you’re doing when no one is watching creates great content. 

Second, you have to be there and show up. Be visible. Always on. Leadership content isn’t a campaign that you run and give some love and attention every once in a while. Don't measure vanity metrics such as likes, comments, and shares, and stop when you're not seeing the high numbers. You can't 1:1 attribute thought leadership content; it's a long-term invisible game.  

And realize AI can help, yet it's not the magical solution. In all my daily content work, I use AI to do research, help me with my writing and proofreading, analyze my data, and speed up processes. AI is integrated into the daily grinding; there's no such thing as an AI solution or tool that creates multiple variations of your thought leadership content, spits out your content assets, and amplifies your reach. 

What I'll explain below:

1. Build trust through consistency
2. Maximize reach by repeating what works
3. Expand your reach by posting asynchronously
4. Become agile, responsive, and adapt quickly
5. Create 42+ assets from 1 piece of content;  multiply with AI
6. Refresh and update existing content; 2 to 5 pages drive 80% of your traffic
7. KPIs. If you want to measure, zoom out and long-term

Let's dive into the details. 

→ Content distribution: be there and show up

Let’s start with the most sexy part of the boring stuff: the distribution on social and email marketing.

Leadership content is just like a human love relationship; it’s the daily attention, love, and care that builds trust, not the impressive, big, intense things such as a night out, fancy dinner, or occasionally flowers.

And good to know, all the algorithms absolutely love consistency as well.

1. Build trust through consistency 

You have to be ‘always on’ on social, even when the vanity metrics are disappointing. It’s not about the likes or comments. It’s being there consistently and frequently that builds trust and relationships.

So, for you to do right now is to fill your calendar for the next 12 months with bi-weekly content for LinkedIn and email marketing.

Lack of content? You can repeat what works. If your content added value the first time, for sure, it also does the second time.

2. Maximize reach by repeating what works

There’s nothing wrong with repeating what works; never presume everyone has seen your content the first time you published, and it’s good to know that you have to repeat your message at least 5 to 7 times before it sticks.

You can use AI to create multiple variations, as explained in the paragraph below.

Still a lack of content? You can spread out your content over the channels and the weeks. Expand the lifetime of your assets by posting asynchronously.

3. Expand your reach by posting asynchronously

This is the best trick to get more reach with the same content. Someone who browses Instagram stories probably also checks their Instagram feed and opens their email, all on the same day. You can reach them three times with the same content if you spread it out.

Don’t put all your eggs in one basket; spread it out. Nobody gives a f*ck if it’s yesterday's or last week's post; as long as it’s relevant, it’s relevant. 

→ Daily love and grinding, practice makes perfect

This is the less sexy part of the content. It’s the grinding of the work. With practice, that makes perfect. 

Daily love and attention to your content production results in sustainable progress with habits that together have a cumulative effect. The more content you make, the better your content becomes.

Just like sports and fitness, learning to play an instrument, the sexy and exciting results come from doing all the boring things really well. For the runners, it’s the dreadful, endless, slow, long runs to build your base for a marathon. For an athlete, it’s the endless reps to create muscle memory and stamina. For a musician, it’s the never-ending daily practice on a piano.

The daily grinding in content production also brings you closer to the action.

4. Become agile, responsive, and adapt quickly

The nice side effect of an always-on production process is that you’ll become more agile and responsive to the market and society. You can jump on the opportunity and respond to what’s happening around you and what matters to your customers now.

Once you have your content, getting multiple reusable assets from just one piece of content is a great trick to get more value for money.

5. Create 42+ assets from 1 piece of content; multiply with AI

Have you considered creating multiple variations with reusable assets from just one piece? With some creativity, you can create 42+ or more assets from just one content piece. If you have some patience and repeat what works, you can multiply that even more.

First, you create one piece of content for your .com or newsroom. Then, with the help of AI, you pivot that into multiple variations, and per variation, you create multiple assets for your distribution on social and email marketing. Easy does it.

Still a lack of content despite the tricks, you can refresh and update what you already have.

6. Refresh and update existing content; 2 to 5 pages drive 80% of your traffic

If you check your Google Analytics, you’ll see that just a few pages drive 80% of your traffic. In my case, it’s 2 pages that are huge and 3 to 5 that have a significant impact.

So, I check, update, and refresh these pages every month. This means I add, make small changes, or update the visual. By doing this, I keep my SEO ranking while the content is fresh and new again. 

Read here the best trick to finding content you can recycle and republish. 

7. KPIs. If you want to measure, zoom out and long-term

I get it you want to keep track of progress and report to your peers in the C-suite. Instead of zooming in on the short-term vanity metrics such as likes and comments, zoom out. 

• Zoom out on the metrics and plot your thought leadership content against your business results. A good alternative to your overall sales is your ranking on SEO. Google ranks your content based on its relevance and quality for your audience. The better your content gives an answer to their search, the higher you'll rank. Of course, this is a very simplified statement, and there is much more to SEO ranking, yet that's basically what it comes down to.  
• Zoom out over time. Don't look to the weeks or months; quarterly or half-yearly is a much better indicator of what's happening. Not only do you need time to get your thought leadership content seen, you also need to eliminate the impact of seasonality or hiccups from the algorithms and changes in SEO rankings. 

Here's what you can do, the actionable steps

Here are 3 big tips to nail this. Most importantly, this is also what you need to manage in the leadership team. Be frank and upfront about what to expect and when. 

Have allocated resources in your team. 

Leadership content needs daily love and attention to make an impact. Not only in de production, also in updating, monitoring, analyzing, and planning. It’s not a campaign you run every once in a while.

No full-timer needed; it takes me 1 to 2 days a week to run my newsroom, from content production to distribution.

Get AI; the next best time to start is today

If I still have to explain how AI can help you speed up your content production process and scale your assets, you’ve been living under a rock the last year. And all while you stay authentic and true to your brand voice. 

AI grows exponentially; however, on the senior executive level, 1 in 5 experiments with AI, while in the younger generation, 4 in 5 embraces AI. And not even 1 in 3 organizations are prepared for it. And the business is 10% win in time against 2% investment in licenses and training. 

Realize it takes time

It takes roughly about 6 to 12 months before you see an impact on your SEO ranking and maybe even longer before an impact on sales. You have to manage your peers in the leadership team and adjust your KPIs in the reporting. 

From experience, it took me 9 to 12 months to see sustainable growth in my SEO traffic. 

Wrapping it up

So, if you want to maximize your impact with leadership content, the best strategy is to be always on. Leadership content is not a campaign; it's an ongoing, continuous effort to build trust. It takes patience and consistency, which can only be done if you take your time and have allocated resources. 

But if you do, you can claim that leadership in your industry and show your customers that you're the one. 

What you need to know to engage your audience by doing the boring stuff well.

1. Build trust through consistency
2. Maximize reach by repeating what works
3. Expand your reach by posting asynchronously
4. Become agile, responsive, and adapt quickly
5. Create 42+ assets from 1 piece of content;  multiply with AI
6. Refresh and update existing content; 2 to 5 pages drive 80% of your traffic
7. KPIs. If you want to measure, zoom out and long-term

What to do right now

• Have allocated resources in your team. 
• Get AI; the next best time to start is today
• Realize it takes time

And don't forget to have some fun along the way. Even when you're doing the boring stuff. 

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For 2024, it's all about the ‘comment' and not about the ‘like’. If you think about it, that really makes sense. A ‘like’ is like a polite nudge of approval. A ‘comment’ is engagement and interaction. And LinkedIn is all about connecting people. (Source, page 69, 70)

A ‘comment’ has 15x the importance of a 'like'

Check out these eye-opening stats (Algorithm Insights 2024 Report, source)
1. Comments pump up your post's reach by a whopping 15 times more than a mere like.
2. They're 5 times more effective than sharing someone else's post with your own thoughts.
3. And they outshine a simple instant repost by 2.5 times.

It's good to know that a comment of 15 words or more is valued higher than a shorter comment. Looks like the LinkedIn algorithm favors in-depth insights and points of view. 

How to get a comment? 

There are several ways, I'm not sure what works best. You can be very polarizing in your statement and provoke a counter opinion, you can ask a question (just don't be lame), or you can write something that incorrect that people have to correct you. Or maybe the best way is to share your insights and vision and ask for other people's opinions. I don't know. 

What I do know is that simply putting up a recap of what you've written doesn't work. Yes, speaking from experience. I quite destroyed my algorithm reach and going to improve my caption skills. 

How to write a comment and also boost your own reach

Your well-written comment can help the original poster get more reach with his or her valuable insights. Nice side effect: LinkedIn will give you some more reach, too. 

A great comment is longer than one or two words and shows you actually read the post from the beginning to the end. Share your thoughts, add remarks, or make people and poster wonder. 

No sh*t, be a Sherlock. A ‘great post’ or ‘I agree’ comment will not do. 15+ Word comments are favored by the algorithm. 

And please, please stay away from AI. Keep it personal; write your own comments; it’s not that difficult.

In this December update with secrets to the LinkedIn algorithm, I once again steal-with-pride the content from Richard van der Blom. He posts great stuff, too good not to share. Check out his original post for more of his insights and recommendations. 

I edited his original overview and created my lists below.

Top 3 Do’s in writing a comment

1. Actually read the entire post and comment on the content, not just the headline. 
2. Give a compliment or an insight; don’t stick to the obvious ‘great post.’ Or ask a question that makes the original poster think. Make an effort with your comment and show that you read it and that you care. A comment should be minimal, about a sentence long. In Richard’s words, be a Sherlock or play detective. 
3. Have fun; keep it light yet professional. 

Top 3 Don’ts in writing a comment

1. Refrain from copy-paste others or sticking to your one-word comments. Or be too extensive in your comment. As Richard states, ‘It’s a comment, not your autobiography.’ 
2. Don't share your own links or elevator pitches and promote yourself or your business. It's not about you. 
3. AI. We notice. Giving a comment is about connecting. Keep it personal. And if you can't make the effort by writing your own comment, better don't do it at all. 

Don’t forget to comment first and like or love the post second. LinkedIn values your very first interaction, and commenting still ranks higher.  

Monthly updates and insights with LinkedIn's algorithm secrets 

Check out my monthly update on the LinkedIn algorithm.  A few topics in previous updates: Why video is not the best content format for your LinkedIn post, the most recent changes in the algorithm (2023), my lessons learned in 2023 with 100+ newsletter posts, and how to favor or annoy the LinkedIn algorithm in 2023.

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Disclaimer

The content on this page is part of my February 2024 LinkedIn algorithm update. As this is one of my best-read pages and ranks very high in SEO, I decided to give it its dedicated page to keep it available for you. 

And if you have some patience, you can multiply that even more.

AI-powered, you do the thinking
And the good news is that you can keep your authenticity and personality in all your content assets if you do your setup correctly and use AI to power up your content instead of generating it. 

This only works if your content stays of high quality, and that comes down to you, who does the strategic thinking. 

The 3 benefits

• This all results not only in getting more value for your content budget; 
• you can speed up by using templates to save your team’s precious time as well.
• Lastly, the side effect is that your message will stick better; after all, you always need to repeat your message 5 to 7 times before it lands, just like those annoying repetitive TV ads.

Let me reveal the trick.

The magic behind multiplying content

It’s quite easy, these are the steps

1. First, you create one piece of content for .com
2. Then, you pivot that into multiple variations,
3. and per variation, you create multiple assets for your distribution on social and email marketing,
4.  that you post asynchronously over time,
5. and you use data to repeat what works.

In my case, that’s 1 x .com with 6 x distribution x 3 variations, and all of this, you repeat at least 1 time = 42

Let’s dive into the details.

1. The non-negotiable basics for the foundational first piece

First of all, your content must be truly audience-focused. Your content is not about you or your features and benefits; it’s about your audiences’ problem, and how your product is going to solve that.

High-quality content with a simple yet solid structure. In line with the above, I always use the ‘problem-solution-benefit’ structure combined with ‘what to know,’ ‘why it matters,’ and ‘what to do.’

Once you have these six elements thought through and written down, it becomes very easy to create multiple variations.

2. Create multiple variations to amplify reach

It’s perfectly fine to create multiple variations of one content piece. By adjusting titles, reshuffling, and playing with the structure and order of the paragraphs, you can create at least 3 variations from just 1 content piece. 

I have 1 + 2 pages on free AI courses. All three have the same content blocks, and in every variation, I have a slightly different angle.

• The 4 best free AI courses for marketing and content 
• Improve your prompts with these 4 free AI courses
• The 15 best tips to master prompt engineering for marketing and content

More details on multiplying and the 7 must-know tips and essentials for repeating your content effectively.

3. Create engaging content assets fast and easy in 15 minutes

Once you have all your variations, it's time to create your social assets plus email marketing.

For the caption, I go with the flow. Usually, I grab a provoking line from my content; you want to spark conversation and engagement – not just giving a recap or repeating the title. 

The visuals are a derivation from the header visual and thumbnail I already created for my .com. By working smarter with templates in Canva Pro, creating all these visuals and animations takes me about 15 minutes maximum.

4. Posting asynchronously for even more reach

My best tip for more reach is to never fire on all cylinders or come out all guns blazing. You can get significantly more reach with the same content by posting asynchronously. 

There’s a big chance your audience scrolls through Instagram story and feed in one session, checks LinkedIn, and opens their email on the same day. Don't count on the ‘maybe they don’t see it, so I post on every channel.' If they don't see it on their Instagram story, they probably don't see it on the feed as well. If they do, you'll become annoying. 

If you spread all of your posts over a few days, weeks, or even months, there is a bigger chance you’ll reach a broader audience, and they may even see it twice – repeating your content makes it stick. 

You can use tools like Notion it’s very easy to keep track of your planning and postings.

5. Use data to repeat your content (or not)

In line with the above, never presume your audience has seen your content the first time you published. It’s the same with those annoying TV ads; they are repeated over and over again to make them stick.

On LinkedIn, if you’re lucky, 10% of your followers see your post. If you’re posting from a business page, it’s even lower.

If it’s good, it’s worth repeating it. All you need to do is to check your data and analytics to discover what works. Read more about the 5 step guide to recycle and republish your content.

You don't need any complicated or fancy tools; just the very basics already give you some great insights into what content resonates and what does not. 

Prerequisites for repeating your content

• If you republish existing content, always update the copy. Visuals matter; nothing looks as brand new as a new visual
• What was the initial date of publication? Before you recycle and repost, I advise you to have a minimum of three months in between.
• If your data s*cks, it's not worth repeating. Then, you can rewrite, update, dust, and repost to improve engagement. 

AI-powered not AI-generated

For engaging content, it's indispensable your content is authentically and recognizable to you. The right way to use AI is human - AI - human, not AI - human - AI. 

The first is AI-powered, the second is AI-generated.

If you do the thinking, set up the structure, and use AI to improve and speed up, followed by you again to give the content some human touch and love, it's AI-powered. Your personality will shine through as you are the main driver. 

However, if you use AI to fully generate your content, no matter how much you prompt on your tone of voice, your content will lose a part of your identity. And your audience will notice in some way that the content is AI-generated. 

Daily love for maintaining quality and reach

The biggest mistake in content is that you think you can get away with some attention every once in a while. That's not how it works. 

Take your time; content is not a start-stop campaign and should be given some daily love or at least a weekly basis. I know that's quite an effort within your team, but that's what's needed to keep it alive. 

By giving my content a bit of attention every day, I keep the workload low and still have over 25.000 unique visitors a year and 1.000 subscribers to my email updates. 

Conclusion: unlock your efficiency and amplify your reach

In summary, if you work smarter, not harder, you can save yourself some serious budgets and your team's valuable time.  I really don't get why not more brands are applying this trick to create multiple variations, with several assets posted asynchronously and repeat what works. 

Small side note: AI is not your rescue here. This only works if your content stays of high quality, with personality and authenticity. And that comes down to you, who does the strategic thinking. Then, you jump to AI to power up the process and improve what you already have. 

The trick on how I get:  1 x .com with 6 x distribution x 3 variations, and each you repeat at least one time = 42 content pieces

1. First, you create one piece of content for .com
2. Then, you pivot that into multiple variations,
3. and per variation, you create multiple assets for your distribution on social and email marketing,
4.  that you post asynchronously over time,
5. and you use data to repeat what works.

Now, it’s up to you to expand your content's lifetime and get more out of your time and budget investments. Try it yourself and let me know what you think.

Need help to start with AI today?

If you need any help setting up this new process and getting your team started while hitting the ground running, don’t hesitate to drop me a DM on LinkedIn. 

If I'm not your designated person, I can certainly recommend someone in my network who can help you.