Too much LinkedIn content is just ad tech talking to ad tech.
We post for validation from peers, but not to reach the people who might actually use what we’re selling. If your content never escapes your inner circle, what’s the point?
If growth is the goal, you have to stop creating for the echo chamber and start writing for the end user. That means shifting how you think about content—who it’s for, where it lives, and how it speaks to the actual people who might benefit from your product.
The people who make real buying decisions or use your product day to day don’t engage with content the same way we do. They’re not on LinkedIn reading breakdowns of supply path optimization. They’re looking for useful, clear information in places and formats that work for them.
Right now, most of the effort is going into paid media. Content often gets sidelined, and whitepapers get brushed off before they’re even opened.
We’ve been trained to optimize for ROAS so tightly that a lot of companies have forgotten content is still one of the most effective long-term growth drivers. If you’re not building awareness and trust with the right people through smart content, you’re going to feel it eventually, no matter how good your paid strategy is.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech