What professionals need to know about LinkedIn’s AI recommendation systems, semantic search and building topical authority.

If you’ve been following conversations about LinkedIn’s algorithm, you’ve probably seen people talking about 360Brew. Depending on who you ask, it’s either LinkedIn’s “new algorithm,” the secret to getting more reach or the reason engagement has changed. Like many conversations involving artificial intelligence, the reality is much more nuanced. There are kernels of truth mixed with speculation, which has made it difficult for professionals to separate fact from fiction.

One thing is clear: LinkedIn is investing heavily in artificial intelligence to improve how it understands its members, their expertise and the content they create. While 360Brew has become the name most people associate with these changes, it isn’t a magic algorithm that suddenly replaced everything else. It’s a research project published by LinkedIn’s engineering team that offers an inside look at the direction the company is heading. That direction has significant implications for anyone using LinkedIn to build a personal brand, grow a business, recruit talent or establish themselves as a subject matter authority.

The biggest shift isn’t about chasing another algorithm update. It’s about recognizing that LinkedIn is becoming much better at understanding professional expertise. Instead of relying primarily on keywords or simple engagement metrics, the platform is increasingly evaluating your profile, your publishing history, the topics you consistently discuss and the relationships between those topics. In other words, LinkedIn is developing a much richer understanding of who you are professionally and what you should be known for.

That’s good news for professionals who have invested time in building a strong reputation. If your profile, your content and your professional activity consistently reinforce your expertise, you’re creating a much clearer picture for LinkedIn to understand. If those pieces are disconnected, you’re making it harder for both people and AI to understand where your knowledge and experience are strongest.

This article explains what LinkedIn has publicly shared about 360Brew, how AI is influencing content recommendations and what these changes mean for your LinkedIn strategy. More importantly, we’ll focus on the practical steps you can take to strengthen your visibility, reinforce your expertise and create a stronger professional presence as AI becomes an increasingly important part of how people discover content online.

What Is LinkedIn’s 360Brew?

Let’s start by clearing up one of the biggest misconceptions. 360Brew is not the public name of LinkedIn’s algorithm, nor has LinkedIn announced that every recommendation on the platform is powered exclusively by 360Brew. What LinkedIn did publish was an engineering paper describing a large AI foundation model designed to improve how recommendations are generated across the platform. Rather than relying on thousands of separate machine learning models to solve individual ranking problems, LinkedIn developed a unified model capable of understanding professional language, member profiles and relationships at a much broader scale.

That distinction is worth understanding because it reflects a much larger change in how recommendation systems work. Earlier generations of algorithms depended heavily on matching keywords or measuring engagement. Modern AI models can recognize context. They understand that discussions about LinkedIn profiles, networking, employee advocacy, newsletters, executive presence and personal branding all belong to the same broader professional conversation, even if the exact wording changes from one post to the next.

This doesn’t mean keywords have disappeared or that engagement no longer matters. Those signals are still part of the equation. The difference is that LinkedIn is becoming much better at understanding meaning. Instead of looking at one post in isolation, the platform can evaluate your profile, your content history, your network and your professional activity together to develop a much clearer understanding of your expertise.

For professionals, this represents an important change in strategy. Success on LinkedIn is becoming less about trying to outsmart an algorithm and more about consistently demonstrating expertise. The clearer you are about what you know, who you help and the topics you discuss, the easier it becomes for LinkedIn to connect your content with the audience most likely to find it valuable.

Your LinkedIn Profile Is One of the Strongest Signals You’re Sending

When people think about improving their visibility on LinkedIn, they usually focus on posting more content. Content is certainly an important part of the equation, but it’s only one piece of a much larger picture. Your LinkedIn profile gives the platform valuable information about who you are professionally, what you know and the topics you consistently discuss. As LinkedIn’s AI becomes more sophisticated, your profile provides important context that helps the platform better understand your expertise and connect your content with the right audience.

Every section of your profile contributes to that understanding. Your headline introduces your professional focus, while your About section expands on your experience, perspective and the work you want to become known for. Your Experience section reinforces your background, your Skills highlight the areas where you’ve developed expertise and your Featured section showcases the work you’re most proud of, whether that’s articles, presentations, podcasts, webinars or newsletters. Recommendations add another layer because they’re written by other people describing your strengths, and your publishing history demonstrates the subjects you’ve discussed consistently over time. Rather than evaluating these sections independently, LinkedIn can use them together to build a much clearer picture of your professional identity.

Here’s how each section contributes to that overall picture:

  • Headline: Clearly communicates what you do, who you help and the expertise you want people to associate with your name.
  • About section: Provides additional context about your experience, perspective and professional focus while giving you the opportunity to naturally incorporate the language your audience uses when searching for your services.
  • Experience: Supports your credibility by showing the work you’ve performed, the industries you’ve served and the progression of your career.
  • Skills: Reinforces your areas of expertise and helps validate the topics you regularly discuss.
  • Featured section: Highlights your best work, including articles, speaking engagements, interviews, newsletters, videos, client resources and other content that demonstrates your knowledge.
  • Recommendations: Gives LinkedIn and prospective clients additional insight into your strengths through the words of colleagues, clients and managers.
  • Publishing history: Shows the subjects you’ve consistently written about over weeks, months and years, helping establish topical authority.

The strongest profiles tell a consistent story from beginning to end. An employment lawyer whose profile emphasizes labor and employment law, whose Featured section highlights workplace investigations and compliance articles and whose recent content discusses developments affecting employers is reinforcing the same expertise in multiple places. Every section supports the others, making it much easier for LinkedIn to understand that person’s professional focus.

Now compare that with someone whose headline positions them as an employment lawyer, but whose recent activity is primarily about travel, restaurant reviews, motivational quotes and unrelated viral topics. Individual personal posts aren’t the issue. Many of them perform exceptionally well because people enjoy getting to know the person behind the profile. The challenge arises when there is very little connection between the expertise presented throughout the profile and the expertise demonstrated through the content someone publishes on a regular basis. The overall picture becomes much less clear.

Some of the strongest personal branding content actually starts with everyday experiences. I recently wrote a LinkedIn post inspired by a routine visit to the dentist. The story wasn’t really about going to the dentist. It became a lesson about maintaining your personal brand consistently instead of waiting until you’re forced to rebuild your reputation. The experience was personal, but it still reinforced the topics I’ve spent years writing about: LinkedIn strategy, personal branding and professional visibility. That’s a much stronger approach than posting something completely unrelated simply because it’s trending or likely to generate engagement.

As you’re reviewing your own profile, step back and look at it as a whole rather than evaluating each section independently. If someone landed on your profile today without knowing anything about you, would they immediately understand what you do, the problems you solve and the expertise you bring to the table? Your profile, your Featured section, your recent content and your recommendations should all answer those questions consistently. The clearer that story becomes, the easier it is for LinkedIn’s AI and for your audience to understand exactly what you should be known for.

LinkedIn Is Looking at Your Overall Body of Work

A lot of professionals judge their LinkedIn strategy one post at a time. If one post performs well, they try to figure out what they did right. If the next one receives fewer views, they immediately assume the algorithm has changed. Looking at LinkedIn that way misses a much bigger shift that’s happening as artificial intelligence becomes a larger part of the platform.

LinkedIn has far more information available than a single post. It can see your headline, your About section, your Experience, your Skills, your Featured section, your recommendations, your articles, your newsletters and the subjects you’ve consistently discussed over time. Rather than evaluating each of those independently, AI can connect them to build a much broader understanding of your professional expertise.

Think about two employment lawyers with similar backgrounds. The first regularly writes about workplace investigations, employment litigation, restrictive covenants, compliance issues and developments affecting employers. Every few weeks they also publish something more personal, but those stories still connect back to leadership, career growth or relationships with clients. After reading several months of content, it becomes very easy to understand what this attorney knows and the work they’re trying to attract.

Now look at another attorney with similar credentials. One week they’re reviewing a restaurant. The following week they’re sharing vacation photos. Then comes a motivational quote, a funny meme, a post about AI, another about a sporting event and eventually a legal update. None of those individual posts are a problem. The issue is that they don’t build on one another. Six months later, someone scrolling through that profile would probably have a much harder time describing what that attorney wants to become known for.

That’s a much more useful way to evaluate your own LinkedIn strategy. Instead of asking whether your last post performed well, spend a few minutes scrolling through everything you’ve published over the past several months. Ask yourself whether those posts tell a consistent professional story. Would someone unfamiliar with your work quickly understand your expertise? Would they know what kinds of clients you serve, the problems you solve and the topics you care most about?

Some of my own posts begin with experiences that have nothing to do with LinkedIn. I’ve written about sitting in traffic, visiting the dentist, looking for someone’s email address, going to the grocery store and countless other everyday situations. Those stories aren’t really about traffic or the dentist. They’re a way to explain a lesson about LinkedIn, personal branding, networking or marketing. That’s very different from publishing completely unrelated content because it happens to be entertaining or trending. The story changes every time. The expertise doesn’t.

Consistency Matters More Than Posting Every Day

For a long time, the conversation around LinkedIn centered on how often you should post. There were endless debates about whether three times a week was enough, whether daily posting was required or whether Tuesday mornings generated the best engagement. While publishing consistently is still a good habit, frequency by itself isn’t what builds a strong reputation.

Someone who publishes every day about unrelated topics sends a very different message than someone who consistently shares insights within the same area of expertise. The first person may be active on LinkedIn, but the second is steadily building recognition around a specific subject. That’s a much stronger position to be in, particularly as LinkedIn’s AI becomes better at understanding professional expertise and the relationships between topics.

Take an employment lawyer as an example. They don’t have to write about employment law every single day. One week they might discuss a new court decision. The next week they could write about leadership, managing difficult conversations or building stronger workplace cultures. Another post might answer a question clients ask all the time. Those are different conversations, but they all support the same overall expertise.

The same principle applies to almost every profession. Recruiters can write about interviewing, employer branding, networking, hiring trends and candidate experience. Financial advisors might cover retirement planning, estate planning, tax considerations and market education. I write about LinkedIn, personal branding, legal marketing, business development and thought leadership. Those topics aren’t identical, but they’re closely connected. Together, they reinforce what I want people to associate with my name.

Before publishing your next post, look at it in the context of everything else you’ve shared over the past several months. Ask yourself whether it’s reinforcing the reputation you’re building or taking your content in a completely different direction. Every article, newsletter, presentation and LinkedIn post becomes part of your overall body of work. The strongest personal brands aren’t built from one successful post. They’re built through a collection of content that consistently demonstrates expertise from different angles.

As you’re planning your content, ask yourself these questions:

  • Does this topic support what I want to become known for?
  • Is it connected to one of my content pillars?
  • Will someone who discovers me through this post have a better understanding of my expertise?
  • Does this reinforce the work I want to attract?
  • Am I teaching, explaining or sharing a perspective that my audience will find useful?
  • If someone looked at my last 20 posts, would this feel like a natural fit?

If you answer “yes” to most of those questions, you’re probably creating content that strengthens your personal brand instead of competing with it.

Content Pillars Help LinkedIn Understand What You Want to Be Known For

One of the concepts I teach most often is the importance of developing content pillars. Content pillars aren’t a new idea, and they were valuable long before artificial intelligence became part of everyday conversations. They help you create a more focused content strategy, eliminate the pressure of constantly thinking of new ideas and build recognition around the subjects where you have the most experience. As LinkedIn’s AI becomes better at understanding expertise, content pillars are becoming even more valuable because they create consistent signals about what you know and the audience you’re trying to reach.

A content pillar is simply a topic you want to become known for. Most professionals don’t need ten of them. In fact, having too many usually creates confusion. Two to five closely related areas of expertise are often enough to create plenty of variety while still reinforcing a clear professional reputation.

For example, I regularly write about LinkedIn strategy, personal branding, legal marketing, business development and thought leadership. Those aren’t identical subjects, but they’re closely connected. A post about optimizing your LinkedIn headline supports the same overall expertise as an article about networking, employee advocacy or creating stronger thought leadership content. Every piece builds on the last, making it easier for people to understand what I do and the types of clients I work with.

The same approach works regardless of your profession. An employment lawyer might regularly write about workplace investigations, employment litigation, restrictive covenants, executive compensation, compliance and leadership issues affecting employers. A recruiter could focus on hiring trends, interview preparation, employer branding, candidate experience and networking. A financial advisor might consistently publish content about retirement planning, wealth preservation, estate planning, investment education and market trends. While each topic stands on its own, together they tell a much larger story about that person’s expertise.

Once you’ve identified your content pillars, look for opportunities to explore them from different angles instead of repeating the same advice. A client question can become a LinkedIn post. A conference presentation can become an article. A news story can become your perspective on what it means for your industry. A personal experience can become a lesson that reinforces one of your areas of expertise. Before long, you’ll have dozens of content ideas without feeling like you’re saying the same thing over and over again.

If you’ve never formally identified your content pillars, spend a few minutes writing them down. A simple exercise like this can make content creation much easier and help you develop a stronger, more consistent personal brand.

Start by asking yourself these questions:

  • What topics do people consistently ask me about?
  • What services or types of work do I want more of?
  • What subjects could I speak about without much preparation?
  • What do I want someone to immediately associate with my name?
  • Are the topics I’ve been writing about supporting that goal, or are they pulling my content in different directions?

Once you’ve answered those questions, narrow your list to two to five core content pillars and use them as the foundation for your content strategy. Every new post doesn’t have to fit perfectly into one of those categories, but the majority of your content should reinforce the expertise you want to become known for. If someone looked at your last 25 posts, they should be able to describe your areas of expertise without ever reading your LinkedIn headline.

You Don’t Have to Repeat the Same Keywords

One of the biggest misconceptions about AI search is that you have to keep repeating the same words over and over again. That’s not how today’s AI models work. LinkedIn has become much better at understanding relationships between topics, which gives you much more flexibility in how you write.

For example, I don’t have to mention “LinkedIn profiles” in every article or every post. I can write about headlines, About sections, networking, employee advocacy, newsletters, commenting strategies, profile photos, thought leadership or personal branding. Those are all different subjects, but they’re closely related. Together, they reinforce my expertise around helping professionals use LinkedIn more effectively.

The same principle applies in every industry. An employment lawyer doesn’t have to write “employment law” in every piece of content. They might discuss workplace investigations, restrictive covenants, employee handbooks, reductions in force, executive compensation, wage and hour issues or developments from a recent court decision. A recruiter can alternate between hiring trends, interviewing, employer branding, candidate experience and networking. A financial advisor might write about retirement planning, tax strategies, estate planning, charitable giving and market volatility. While those conversations are different, they’re all supporting the same broader area of expertise.

This is one reason I encourage people to stop worrying about keywords and start thinking about the questions their audience is asking. Every question creates another opportunity to demonstrate your expertise while expanding on one of your content pillars. Over time, those articles, posts, newsletters and videos become a much richer library of content than repeating the same topic every week.

As you’re planning content, challenge yourself to explore your expertise from different angles. Instead of asking, “What should I post about this week?” ask questions like:

  • What question did a client ask me recently?
  • What misconception do people have about my industry?
  • What trend am I seeing that others aren’t talking about?
  • What mistake do I see people making over and over again?
  • What conversation have I had three times this month?

Those questions almost always lead to stronger content than trying to work the same keyword into another post. They also help you create content that’s more interesting to read while reinforcing the expertise you want to become known for.

Educational Content Is Becoming More Valuable Than Viral Content

There was a time when many people believed success on LinkedIn came down to writing posts that generated as many likes and comments as possible. While engagement is still an important signal, it’s becoming increasingly clear that not all engagement carries the same value.

LinkedIn wants members to have meaningful professional conversations. Educational content naturally supports that goal because it helps people solve problems, answer questions and learn something new. A post that explains a recent legal development, shares a practical framework or teaches someone how to improve their LinkedIn profile provides lasting value. That’s very different from a post that simply asks readers to comment with one word or vote in a poll without adding any real insight.

As you’re planning content, ask yourself a simple question: Will someone walk away knowing something they didn’t know five minutes ago? If the answer is yes, you’ve probably created content that contributes to your reputation instead of simply filling space in the news feed.

Educational content also has a much longer lifespan. Someone may discover one of your articles months after it’s published because they’re searching for information on that topic. A checklist, framework or step-by-step guide can continue attracting readers long after the initial engagement slows down. That’s one reason I encourage professionals to build a library of evergreen educational content instead of focusing exclusively on current events or trending topics.

Why Saves Are Becoming Such a Valuable Signal

Getting likes are easy compared to someone saving your post, which requires a much more intentional decision. When someone saves your content, they’re telling LinkedIn that it’s valuable enough to revisit lateWhy Saves Are Becoming Such a Valuable Signal

A like takes a second. Saving a post is a much more intentional decision.

When someone saves your content, they’re telling LinkedIn they expect to come back to it later because it contains information they don’t want to lose. While LinkedIn hasn’t publicly shared how much weight different engagement signals carry, many LinkedIn experts have observed that posts with a high number of saves often continue performing well over time. That’s one reason I encourage people to create content that’s useful enough to reference again instead of content that’s designed to generate a quick reaction.

The posts people save usually have one thing in common. They help solve a problem or answer a question in a way that’s easy to revisit later.

Examples include:

  • Checklists
  • Step-by-step tutorials
  • Frameworks
  • Templates
  • Resource lists
  • FAQs
  • Infographics
  • Industry summaries
  • Practical guides

If you’ve created a post that’s meant to be a resource, tell people. There’s nothing wrong with ending your post by saying, “Save this post for the next time you update your LinkedIn profile,” or “Bookmark this so you have it the next time you’re creating content.” Most creators ask for likes and comments. Very few remind people to save educational content, even when it’s exactly the type of resource readers are likely to use again.

When you’re writing, ask yourself whether someone would find your post just as valuable a month from now as they do today. If the answer is yes, you’ve probably created something worth saving.

A quick tip: If you’ve created a checklist, framework, guide or other educational resource, remind people to save it. Most creators ask readers to like or comment on their posts, but they never mention saving them. If you’ve invested time creating content that people will want to reference again, tell them. A simple line such as, “Save this post so you have it the next time you update your LinkedIn profile,” can increase saves while also reminding readers that your content has long-term value.

Your Comments Are Part of Your Content Strategy

Comments are often treated as an afterthought on LinkedIn. Someone publishes a post, leaves a few quick comments on other people’s content and moves on with their day. That’s a missed opportunity because thoughtful comments are another way to demonstrate your expertise, grow your visibility and build relationships with the people you want to know you.

Many of your comments will be seen by people who have never visited your profile or read one of your posts. A well-written comment can introduce you to an entirely new audience, spark conversations and encourage people to click through to learn more about you. That’s why I encourage people to approach comments with the same level of thought they give their own content.

The strongest comments contribute something new to the discussion. They don’t simply agree with the original post. They expand on it, offer another perspective or share an experience that helps move the conversation forward.

Instead of writing comments like these:

  • Great post!
  • I completely agree.
  • Thanks for sharing.
  • Well said.
  • Congratulations!

Try adding something that gives people a reason to keep reading.

For example:

  • Add another perspective: One issue I’ve been seeing with clients recently is…
  • Share an experience: I dealt with something very similar last month, and here’s what worked well…
  • Expand on the idea: I’d also add that this becomes even more important when…
  • Answer a question people are probably thinking: One question I hear all the time is…
  • Offer a practical tip: One thing that’s worked well for me is…
  • Mention a trend you’ve noticed: I’ve noticed more firms starting to approach this differently over the past year…
  • Recommend an additional resource: Another resource people may find helpful is…
  • Ask a thoughtful question: I’m curious how you’ve seen this change over the past year.

The same approach works regardless of your profession.

  • A lawyer commenting on a post about employment law might add an observation about how clients are responding to a recent court decision or mention another issue employers should be thinking about.
  • A recruiter could expand the conversation by sharing a hiring trend they’re seeing across multiple clients or explaining how candidate expectations have changed.
  • A consultant might add another strategy that’s worked well with clients or discuss a challenge organizations frequently encounter when implementing new processes.
  • An accountant or financial advisor could point out a tax consideration, planning opportunity or common misconception that complements the original discussion.

These comments don’t have to be long. Two or three thoughtful sentences are often much more valuable than a generic response because they contribute something people can learn from.

As you’re scrolling through LinkedIn, look for opportunities to answer questions, add context, share examples and continue the conversation. Those small contributions add up over time and reinforce the expertise you want people to associate with your name. Just as importantly, they help you build relationships with people who may eventually become clients, referral sources, speaking contacts or collaborators.

Your Network Helps Define Your Professional Identity

Your LinkedIn network is much more than a list of connections. It’s another source of information that helps the platform understand your professional interests and areas of expertise.

LinkedIn pays attention to the industries you’re active in, the people you connect with, the content you engage with and the conversations you join. While no single interaction determines how you’re viewed, those activities collectively provide additional context about your professional identity. If most of your activity revolves around healthcare, private equity, employment law or legal recruiting, that pattern becomes part of the overall picture LinkedIn develops about you.

This doesn’t mean you should avoid connecting with people outside your industry or engaging with personal interests. One of the strengths of LinkedIn is that it allows professionals to build relationships across industries and disciplines. The key is making sure the majority of your activity supports the reputation you’re trying to build. If your goal is to become known for government contracts, for example, your network, your conversations and your content should consistently reinforce that focus.

Many professionals think of networking as something separate from content strategy. In reality, they’re closely connected. The people you interact with influence the conversations you’re part of, the ideas you’re exposed to and the audience that becomes familiar with your expertise.

Build a Library of Expertise Instead of Chasing Individual Posts

I’ve been saying for years that LinkedIn is much bigger than posting.

People spend so much time trying to figure out what they’re going to publish today that they lose sight of what they’re actually building. Every LinkedIn post, article, newsletter, webinar, presentation, podcast interview, infographic and client resource becomes another piece of your expertise that’s available for people to discover. Viewed individually, each piece answers a different question or shares a different perspective. Viewed together, they tell the story of what you know, what you care about and why someone should work with you.

That’s a much better way to think about content creation.

Instead of asking yourself, “What should I post today?” ask yourself, “What questions does my audience ask me every week?” or “What do I wish more people understood about my industry?” Those questions almost always lead to stronger content because they’re grounded in your real expertise instead of whatever happens to be trending that day.

The best part is that you don’t have to start from scratch every time you sit down to create content. One strong idea can support an entire content series if you’re willing to develop it instead of moving on to the next topic.

For example, someone asks how to improve their LinkedIn profile. That single question could become:

  • A detailed blog article explaining each profile section.
  • A LinkedIn post about the most common profile mistakes.
  • A newsletter with additional examples and screenshots.
  • An infographic highlighting profile best practices.
  • A webinar walking people through a live profile review.
  • A short video with quick optimization tips.
  • A downloadable checklist people can save for later.
  • A conference presentation.
  • A podcast discussion.
  • A client resource you share during consultations.

That’s one question, not ten different ideas.

The same approach works regardless of your profession. If you’re an attorney, think about the questions clients ask during an initial consultation. If you’re a recruiter, look at the conversations you’re having with candidates every day. Consultants, accountants, financial advisors and business owners all answer the same questions repeatedly. Those conversations are often your best content ideas because you already know your audience cares about them.

I think this is where many professionals make content creation much harder than it needs to be. They publish a post, watch the engagement for a day or two and immediately start thinking about the next one. Meanwhile, that same idea could have become an article, a webinar, a presentation, a downloadable guide, an infographic and several additional LinkedIn posts. You’ve already done the hard work by developing the idea. Get more value from it.

There’s another benefit to building your content this way. When someone discovers you for the first time, they aren’t evaluating one LinkedIn post. They may visit your profile, click through to your website, read a few articles, watch a webinar recording or subscribe to your newsletter. Every piece of content they consume should reinforce the same expertise. By the time they leave, they should have a very clear understanding of what you do, the problems you solve and why you’re qualified to help.

That’s exactly what AI is looking for, too. It isn’t evaluating one post in isolation. It’s developing a broader understanding of your expertise based on everything you’ve published across LinkedIn and beyond. The stronger and more consistent your library of content becomes, the easier it is for both people and AI to connect your name with the topics you want to become known for.

Start Building Your Own Library of Expertise

If you’ve been treating every LinkedIn post as a separate project, try a different approach. Start with one question your audience asks all the time, then see how many different pieces of content you can create from it. For each topic, challenge yourself to create:

  • A LinkedIn post
  • A blog article
  • A newsletter
  • A downloadable checklist or guide
  • An infographic
  • A webinar or presentation
  • A short video
  • A podcast discussion or interview
  • A FAQ for your website

By the time you’re finished, you won’t have created one piece of content. You’ll have built an entire library around a topic your audience genuinely cares about. That’s how you become known for something, and it’s a much more effective strategy than constantly chasing your next post.

Your Website and LinkedIn Should Work Together

Your website shouldn’t tell a different story than your LinkedIn profile.

Someone may discover you through one of your LinkedIn posts and click over to your website to learn more about you. Someone else may find one of your blog articles through Google or ChatGPT and then visit your LinkedIn profile. Regardless of where someone starts, they should come away with the same understanding of who you are, what you do and the expertise you bring to the table.

Your website gives you room to expand on the ideas you introduce on LinkedIn. A short post can become a detailed article. An article can answer questions you hear from clients all the time. You can organize resources by topic, publish FAQs, create downloadable guides and showcase presentations, interviews and webinars. Every new resource becomes another opportunity for someone to discover your expertise.

Keeping your website and LinkedIn aligned also makes your content strategy much easier. If you’re writing about employment law, legal recruiting, private equity, financial planning or another core area of expertise on LinkedIn, those same topics should be reflected throughout your website. Someone who reads three blog articles and then visits your LinkedIn profile shouldn’t feel like they’re looking at two different people.

This is becoming even more valuable as AI search continues to grow. People are asking ChatGPT, Google AI Overviews, Perplexity and other AI tools for recommendations, explanations and resources every day. Those tools aren’t looking at one LinkedIn post or one page on your website. They’re evaluating your broader online presence. The clearer and more consistent your expertise is across every platform, the easier it becomes for both people and AI to understand what you should be known for.

A quick exercise can help identify gaps.

Open your LinkedIn profile in one browser tab and your website in another, then ask yourself:

  • Do both clearly explain what I do?
  • Would someone immediately understand who I help?
  • Are the same topics showing up on both?
  • Does my website expand on the ideas I’m sharing on LinkedIn?
  • If someone spent ten minutes looking at both, what would they say I’m known for?

If those answers aren’t consistent, you’ve found an opportunity to strengthen your personal brand.

Long-Form Articles Deserve a Place in Your Content Strategy

I think articles are one of the most underused content formats available to professionals today. Everyone talks about LinkedIn posts because they’re quick to publish and they generate immediate engagement. Articles require more effort, but they continue working long after the day they’re published. That’s a big difference.

A LinkedIn post introduces an idea. An article gives you the opportunity to fully develop it. You have room to answer the questions people are asking, explain common misconceptions, include examples, address objections and provide practical advice someone can actually use. Instead of scratching the surface of a topic, you’re creating a resource people can return to whenever they need it.

Articles also become valuable business development assets. They give you something meaningful to share after a networking meeting, include in a follow-up email, add to your website, feature on your LinkedIn profile or send to a prospective client who’s trying to understand your approach. Every article becomes another resource demonstrating your expertise before someone ever schedules a call with you.

This is becoming even more valuable as AI changes the way people search for information. Instead of typing a few keywords into Google, people are asking complete questions through ChatGPT, Google AI Overviews, Perplexity and other AI search tools. Those platforms are looking for detailed, trustworthy resources that answer questions thoroughly. A 1,500-word article explaining a topic from multiple angles gives those systems much more context than a short social media post ever could.

Articles also make content creation much easier because they don’t stand alone. One article can support your content strategy for weeks or even months. Individual sections can become LinkedIn posts. A checklist can become an infographic. Frequently asked questions can become short videos. A webinar can expand on the same topic, and the recording can become another resource on your website. Instead of constantly searching for the next idea, you’re continuing to build on work you’ve already created.

I think that’s where professionals miss a tremendous opportunity. They spend hours creating a thoughtful article, publish it once and never mention it again. Meanwhile, that same article could become ten LinkedIn posts, several newsletter editions, a webinar, a podcast discussion, a presentation, an infographic and a client resource. The article isn’t the end of the process. It’s the foundation for everything that comes after it.

If your goal is to become known for a particular area of expertise, articles deserve a permanent place in your content strategy. They help you answer the questions your audience is already asking, organize your knowledge in one place and build a library of resources that continues attracting readers, clients and opportunities long after you click Publish.

Articles Worth Adding to Your Website

If you’re looking for ideas, start with the questions you answer every day. Those conversations often become your best articles because you already know your audience cares about them. Consider writing articles that cover:

  • Evergreen advice people will still find valuable a year from now.
  • Frequently asked client questions.
  • Step-by-step guides.
  • Common mistakes and how to avoid them.
  • Industry trends and what they mean.
  • Checklists and practical frameworks.
  • Beginner’s guides to complex topics.
  • Myth-versus-fact articles.
  • Resource roundups.
  • Case studies.

Your Perspective Is Your Competitive Advantage

One of the biggest mistakes I see people make is assuming they need completely original topics. That’s almost never the case. Very few ideas are truly new. What makes your content different is the perspective you bring to the conversation.

Every day you’re having client meetings, answering questions, attending conferences, reading industry news and solving problems. You’re also living your life. Those experiences are where some of your best content comes from because no one else has your combination of experience, observations and point of view.

That’s exactly how I come up with a lot of my own content.

A visit to the dentist became a lesson about maintaining your personal brand before you need it. Sitting in traffic became a post about using unexpected downtime to build your business. A friend struggling to find a lawyer’s contact information turned into a discussion about why professionals make it too difficult for people to reach them. Those posts weren’t really about the dentist, traffic or contact information. They were about LinkedIn, marketing, networking and personal branding. The everyday experience was simply the way into the conversation.

That’s the difference between creating content and documenting your expertise.

Instead of looking for ideas, start paying closer attention to the conversations you’re already having and the situations you experience every day. The questions clients ask, the mistakes you see repeatedly, the advice you find yourself giving over and over again, something you read on the way to work or even a frustrating customer experience can all become valuable content when you connect it back to your area of expertise.

One exercise I recommend is keeping a running list of ideas in the Notes app on your phone. Every time you answer a client question, notice a trend, overhear an interesting conversation or make a connection between an everyday experience and your work, write it down. Don’t worry about turning it into a post immediately. Just capture the idea. Before long, you’ll have dozens of topics waiting for you instead of wondering what to write about every week.

When you sit down to create content, ask yourself questions like:

  • What client question have I answered three times this month?
  • What misconception do people have about my industry?
  • What mistake do I keep seeing?
  • What surprised me this week?
  • What conversation made me stop and think?
  • What happened today that reminded me of something I teach clients?
  • What’s something I wish more people understood?

Those questions almost always lead to stronger content than asking, “What should I post today?” The professionals who stand out aren’t necessarily the ones publishing the most content. They’re the ones sharing experiences, observations and ideas that only they can share. AI can help organize your thoughts, improve your writing or brainstorm ideas, but it can’t replace your experience. That’s still your greatest advantage, and it’s what will continue to separate your content from everyone else’s.

AI Search Is Changing How Professionals Get Discovered

Building a strong LinkedIn presence is no longer just about appearing in someone’s news feed. Increasingly, professionals are asking questions directly through AI-powered search tools such as ChatGPT, Google AI Overviews, Perplexity and Microsoft Copilot. Instead of typing a few keywords into a search engine, they’re asking complete questions and expecting detailed answers.

Questions like these are becoming increasingly common:

  • Who are the leading LinkedIn consultants for law firms?
  • How do I improve my LinkedIn profile?
  • What’s the best way to build a personal brand?
  • How can lawyers generate business on LinkedIn?

These systems look for trustworthy sources that have consistently published helpful information on those topics. They evaluate much more than one article or one LinkedIn post. They consider the broader body of work someone has created across their website, LinkedIn profile, articles, interviews and other publicly available content.

This is another reason consistency matters so much. Every article, newsletter, LinkedIn post, presentation and podcast appearance becomes another signal reinforcing your expertise. The stronger and more consistent your digital footprint becomes, the easier it is for both people and AI systems to associate your name with the topics you want to be known for.

Your LinkedIn AI Optimization Checklist

The technology behind LinkedIn’s recommendation systems will continue to evolve, but the fundamentals of building professional credibility remain remarkably consistent. If your profile, your content and your online presence all reinforce the same expertise, you’re creating a much stronger foundation for both LinkedIn’s AI and the people you’re trying to reach. Use this checklist to evaluate your own LinkedIn presence.

Review your LinkedIn profile.

Your profile should clearly communicate who you are, who you help and what you want to become known for. Read your headline, About section and Experience through the eyes of someone visiting your profile for the first time. Ask yourself whether those sections consistently reinforce your expertise or whether they send mixed messages.

Choose two to four content pillars.

Rather than covering every topic that interests you, identify the subjects that best represent your expertise and the work you’d like to attract. Those pillars should become the foundation for your articles, posts, newsletters, presentations and speaking engagements.

Create content that teaches.

Educational content gives both readers and AI much more context than generic engagement posts. Answer frequently asked questions, explain industry developments, share practical frameworks and provide examples drawn from your own experience. The more useful your content becomes, the more likely people are to save it, share it and return to it later.

Expand your strongest ideas.

You don’t need a brand-new idea every time you create content. One article can become several LinkedIn posts. A webinar can become a blog article. A conference presentation can become a checklist, infographic or newsletter. Repurposing allows you to reinforce your expertise while reaching different audiences in different formats.

Participate in meaningful conversations.

Publishing content is only one part of building your reputation. Spend time contributing thoughtful comments, answering questions and engaging with professionals in your industry. Those conversations reinforce your expertise while helping you build stronger relationships.

Keep your website aligned with your LinkedIn presence.

Your website, blog, LinkedIn profile and other professional platforms should support one another. If someone moves from your LinkedIn profile to your website, they should immediately recognize the same expertise, messaging and professional focus.

Think long term.

Every article, presentation, interview, newsletter and LinkedIn post becomes part of your professional reputation. Instead of evaluating success one post at a time, focus on building a body of work that consistently demonstrates your expertise.

Common Mistakes Professionals Make

As LinkedIn becomes better at understanding expertise, some common habits become less effective. Many professionals unintentionally make it harder for the platform to understand what they do by creating inconsistent signals across their profile and content.

Some of the most common mistakes include:

  • Posting about completely unrelated topics with no connection to your professional expertise.
  • Chasing every trending topic instead of developing a consistent point of view.
  • Writing primarily for engagement instead of helping or educating your audience.
  • Stuffing keywords throughout your profile instead of writing naturally.
  • Leaving your headline or About section outdated.
  • Publishing sporadically with no clear content strategy.
  • Ignoring your website while relying entirely on LinkedIn.
  • Treating every post as a standalone piece of content instead of building a larger library of expertise.
  • Copying generic AI-generated content without adding your own experience or perspective.
  • Measuring success only by likes and comments instead of looking at profile views, direct messages, referrals, speaking invitations and business opportunities.

Frequently Asked Questions

What is LinkedIn’s 360Brew?

360Brew is a large AI foundation model described in a LinkedIn engineering research paper. It was designed to improve how LinkedIn understands members, professional relationships and content by replacing thousands of separate recommendation models with a more unified approach. While LinkedIn continues to evolve its recommendation systems, the research paper provides valuable insight into how artificial intelligence is shaping the platform.

Is 360Brew LinkedIn’s algorithm?

No. 360Brew is not the public name of LinkedIn’s algorithm. It’s an internal engineering project that demonstrates the company’s broader direction toward AI-powered recommendations and semantic understanding.

Does LinkedIn use artificial intelligence?

Yes. LinkedIn uses AI throughout the platform to recommend content, personalize news feeds, suggest jobs, recommend connections, improve search results and better understand professional profiles.

How does LinkedIn determine what content to show?

LinkedIn evaluates many different signals, including your profile, your professional interests, your network, your previous activity and the relevance of the content itself. Modern AI systems also analyze the meaning of content rather than relying only on exact keywords or engagement metrics.

Does LinkedIn read my profile?

LinkedIn analyzes information throughout your profile, including your headline, About section, Experience, Skills, Featured section, recommendations and publishing history to better understand your professional expertise.

Does LinkedIn understand keywords?

Yes, but today’s AI models go much further than simple keyword matching. LinkedIn increasingly understands related concepts and semantic relationships, allowing it to recognize broader areas of expertise.

How many content pillars should I have on LinkedIn?

Most professionals benefit from focusing on two to four closely related topics. This creates consistency while giving you enough flexibility to publish a wide variety of content.

Are likes still important on LinkedIn?

Likes remain one engagement signal, but they don’t tell the whole story. Saves, thoughtful comments, shares, profile visits and long-term consistency all contribute to how your expertise is understood.

Why are saves important on LinkedIn?

A save indicates that someone found your content valuable enough to revisit later. Educational resources, checklists, templates and practical guides often receive more saves because they continue providing value after they’re published.

Do comments help improve LinkedIn visibility?

Yes. Comments that contribute meaningful ideas, ask thoughtful questions or add another perspective generally provide stronger professional signals than short acknowledgments.

Can posting about unrelated topics hurt my LinkedIn strategy?

Occasional personal content is completely appropriate. However, consistently publishing content unrelated to your professional expertise may make it more difficult for LinkedIn and your audience to understand what you want to become known for.

Should I still publish LinkedIn articles?

Absolutely. Articles allow you to explain complex topics, answer frequently asked questions and build evergreen resources that continue attracting readers long after publication. They also complement shorter LinkedIn posts by adding depth to your body of work.

Does my website help improve my professional visibility?

Yes. Your website gives you the opportunity to publish longer educational content that reinforces your expertise. When your website and LinkedIn profile consistently support the same professional themes, they strengthen one another.

How can I improve my visibility on LinkedIn?

Start by optimizing your profile, defining two to four content pillars, publishing educational content consistently, participating in thoughtful conversations and building a body of work that demonstrates your expertise over time. Rather than focusing on one viral post, concentrate on creating a library of content that reinforces what you want to become known for.

How long does it take to build topical authority on LinkedIn?

There isn’t a specific timeline because it depends on the quality and consistency of your content, the strength of your profile and your level of engagement with your professional community. Authority develops gradually as you continue publishing valuable insights, expanding your content library and reinforcing your expertise across LinkedIn and your other online platforms.

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