Andy Neary and Amy Essig explain why LinkedIn's algorithm now rewards topic expertise over follower count, making 2025 ideal for building an audience. Consistency matters more than anything else. They walk through how to reach decision-makers and establish authority through regular posts.
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So here's the point we're making today, guys. There has never been a better time to create content for LinkedIn. And the reason it's more beneficial today than ever is how the algorithm on LinkedIn is working. It's more on an interest graph today versus social graph. TikTok changed everything. So now if you put out content and it's clear on what you're talking about and who you're directing it at, you don't necessarily have to be connected to those people anymore. So if you talk to CFOs about health insurance or you talk to CEOs about risk management, it's going to put it in the front of the right people. So you need to build a lot of awareness right now. It has never been a better time to build thought leadership. So the last question I want you to answer, Amy, before we wrap is if somebody's sitting there going, I just don't know. I don't know if LinkedIn and content's going to be worth my time. What would be your advice?
Do it anyway. You have to do it. I mean, really, in our opinion, you just have to, because like I said, if someone you're going to cold call somebody, they're going to look you up anyway. If you just have a, how are they going to find out about who you are? And it really does just make all your other outreach so much more warmer, so much easier. And I also think even the process that people are going through with us, it really is reminding them how unique they really are and how good they really are for their clients. And I think it really helps them even speak to that in their, in their meetings and in any of the content that they're going to do well.
And they're walking into meetings with prospects who already feel like they know them. Yeah, I would say the one return on investment we don't talk about enough is the clients doing this now. Love prospecting, because it's a different way of prospecting right this now we're building a prospecting plan around their personality. Essentially. Yes, it just, it just takes your enjoyment of this job, this career, to a whole new level. But most importantly, you're the one they remember. And that's the name of the game, is you do not want to be forgettable with your prospects. And so if you're tuning in right now, again, if you felt all this was, was a sales pitch, that wasn't our intent. We wanted this to be more of an educational, informational session about this program we offer because it is something A lot of people are asking about. It is a program we offer to producers, agencies, industry partners. Every one of you has a challenge of trying to overcome the noise in your market. And the best way to stand out is to be the one people see all the time. Social media content can do it. And there we preach it. Yep. All the time.
Consistency. I have my bracelet.
We're both wearing it. Right. At the end of the day, the only thing that matters is consistency. Yeah. I see people. I see people get hot on LinkedIn content for about two to three weeks and then they're gone, and then they're back. And worse, they make an announcement, I'm back, and then they do it for two or three weeks and they're gone. That's not consistency. Yeah. This is why our program exists. We're going to make sure you are consistent and that's all that matters. And quite frankly, it doesn't require a whole lot of work on your end.
Exactly.
If you're listening in and you're finally ready to cross the bridge to making social media content a part of your. A part of your business, and you just know you lack the time or the, the plan or the strategy, we have a program for you. So you are probably connected to me on LinkedIn. If you're not connected to Amy Essig, connect with her on LinkedIn. Shoot us a message. Tell us you want to know more, but make it happen. Get online. Build that online presence. Your prospects want to see you often. You good?
