Thought Leadership
How has LinkedIn's algorithm changed and what strategy works well for B2B companies today?
LinkedIn's algorithm is constantly changing, shifting away from the historical model where followers automatically saw company updates. Today's effective approach is more focused on outbound engagement and community management rather than just pushing out content. Social listening has become crucial - identifying relevant conversations, adding meaningful comments, and engaging with existing content posted by others. This strategy drives better traffic and engagement to company pages while cultivating the two-way conversations people value on social media. Though companies still share owned content like announcements and webinars, the outbound approach is currently working best with LinkedIn's algorithm.
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Bospar PR
06:59 - 08:45
Why is Fareed Zakaria being honored with the Common Good Award for Thought Leadership?
Fareed Zakaria is receiving the award for his exceptional ability to simplify and synthesize complex global events, making them accessible to worldwide audiences. For over a decade through his CNN show 'Fareed Zakaria GPS' (Global Public Square), he has provided thoughtful analysis that helps people understand present circumstances and forecast future trends during chaotic times. Unlike many TV personalities, Zakaria is characterized as a thinker who speaks softly but carries impactful ideas, offering solutions while respecting diverse viewpoints. The award recognizes his intellectual depth and commitment to advancing peaceful interchange of ideas, exemplifying American values and traditions in an increasingly complex world.
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The Common Good
00:05 - 05:51
What are the different types of content in a content portfolio?
A content portfolio consists of several specialized content types that organizations can invest in based on their specific goals. These include social content (stories for social media engagement), thought leadership content (important for early-stage companies to stand out), high growth SEO content (targeting rapidly increasing search trends), and validated SEO content (targeting stable, consistent search volumes). Ross also highlights backlink content as another important type. The investment approach varies by organization, similar to how different companies invest differently in financial portfolios. Each content type serves distinct purposes - from building engagement to establishing authority or capturing emerging market opportunities. The key is strategic allocation of resources across these content types based on business objectives.
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INspired INsider
16:52 - 19:24