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When is the best time to schedule a post on LinkedIn? It's a question we often hear from our clients. We carve out time each week to draft content, schedule posts, and engage with our networks. However, LinkedIn has undergone a remarkable transformation in recent years, shifting from a platform where timing and algorithm tricks ruled to one that values and prioritizes knowledge-based content. This evolution reflects the changing needs of its professional audience, as users increasingly seek meaningful insights, expertise, and connections rather than fleeting trends. By focusing on topics that matter to our audience, we ensure our efforts are both impactful and aligned with this shift.
The rise of knowledge-based content
Historically, success on LinkedIn often hinged on posting at optimal times to ensure maximum visibility. While timing still plays a role, the platform has evolved to focus on quality over quantity. Lately, we are seeing that LinkedIn's algorithm rewards content that demonstrates thought leadership, provides practical advice, and fosters engagement through meaningful discussions.
This shift aligns with broader trends in content marketing, where audiences prefer depth and expertise over surface-level posts. Professionals now turn to LinkedIn not just to network but to learn, share ideas, and establish credibility in their respective fields.
Why knowledge-based content matters
Establishes authority
Sharing insightful, well-researched content positions you as a thought leader in your industry. Whether it's a long-form article, a brief case study, or an engaging video, valuable content builds trust and attracts a loyal audience.
Drives meaningful engagement
Posts that address industry challenges, offer actionable tips, or pose thought-provoking questions tend to spark deeper conversations. These interactions enhance your visibility and strengthen your professional relationships.
Supports personal branding
Knowledge-based content allows you to showcase your expertise, values, and unique perspective, setting you apart in a competitive professional landscape.
LinkedIn features that encourage knowledge sharing
LinkedIn has introduced several tools and features designed to support the creation and dissemination of knowledge-based content:
LinkedIn articles: Long-form posts give users a platform to dive deep into topics, share research, or provide detailed analysis.
Newsletters: This feature enables professionals to regularly share curated insights and updates with their followers.
Videos and live streams: These formats allow for engaging storytelling, tutorials, and real-time discussions.
"Collaborative articles" and AI-powered insights: Leveraging community contributions and advanced analytics, LinkedIn encourages users to participate in creating shared knowledge.
Strategies for creating knowledge-based content
Focus on four expertise: Share your unique insights and experiences in your field. Authenticity and depth resonate more than generic advice.
Engage with current trends: Address emerging industry topics or challenges to remain relevant and provide timely value.
Use data and examples: Supporting your points with facts, case studies, or personal anecdotes enhances credibility.
Encourage interaction: Ask questions or invite feedback to foster conversations and collaboration.
The shift away from timing
While timing still matters to some extent—posts made during peak professional hours tend to perform better—it is no longer the sole determinant of success. LinkedIn's algorithm now prioritizes content that receives sustained engagement over time, meaning that a well-crafted post can remain relevant for days or even weeks.
What this means for professionals
The shift to knowledge-based content is an opportunity for professionals to rethink their LinkedIn strategies. Instead of focusing solely on when to post, the emphasis should be on what and how to post. By creating valuable content that resonates with your audience, you can build stronger connections and establish yourself as a trusted voice in your industry.
LinkedIn’s transition to a knowledge-based platform reflects a broader cultural shift toward valuing expertise and authenticity. For professionals, this is an invitation to elevate their content strategy, focus on substance, and use the platform to genuinely contribute to their industry’s dialogue.
As LinkedIn continues to innovate, staying informed and adapting your approach will ensure your content remains impactful in this dynamic professional ecosystem.
Need help embracing this new era of knowledge sharing? Reach out to AOE today—because on LinkedIn, it’s no longer about when you post, but what you bring to the conversation.