Leverage LinkedIn Content as 2024 Closes: 4 Tips for Digital Marketing Agencies

LinkedIn’s recent algorithm updates are reshaping content visibility, making it crucial for successful digital marketing agencies to adjust their LinkedIn strategies for client success. As we head into 2024, agencies need a focused approach that prioritizes engagement, native content, strategic hashtag use, and quality over quantity. Here are four key strategies for maximizing LinkedIn content impact.

1. Focus LinkedIn Content on Engagement-Driven Posts

LinkedIn’s algorithm has shifted to prioritize engagement-focused, conversational posts. According to the Van der Blom report, adding 2-4 comments within the first hour can increase a post’s reach by up to 25%, underscoring the importance of interaction. For digital marketing agencies, this means crafting LinkedIn content that sparks conversations and encourages engagement. Ask questions, share timely insights, and personalize posts to resonate with LinkedIn’s professional audience.

Encouraging client leaders to engage on their own profiles adds credibility and visibility. Leaders who actively post or share content can amplify reach and deepen their connection with audiences. To further boost engagement, agencies can ensure their clients or their client’s team members strategically comment on posts shortly after they’re live, helping content stay visible in user feeds longer.

2. Avoid Outbound Link Penalties by Keeping LinkedIn Content Native

Recent updates have shown that outbound links can reduce a post’s reach by 25-35%. Additionally, automated content or AI-generated posts often see reduced visibility. To maximize reach, agencies should focus on native, manually posted LinkedIn content, placing any essential links in the comments rather than within the main text. This method prevents outbound link penalties while maintaining user engagement.

This shift to native content encourages authenticity and connection. High-quality posts that don’t rely on links can reach a larger audience, keeping content more accessible. By focusing on native posts, digital marketing agencies ensure their clients’ LinkedIn content remains highly visible and engaging without sacrificing accessibility.

3. Rethink Hashtag Usage in LinkedIn Content

LinkedIn’s algorithm updates now favor limited hashtag use. While hashtags are still valuable for discoverability, overusing them can dilute a post’s visibility. For optimal impact, digital marketing agencies should use two or three broad, industry-relevant hashtags that align with clients’ target audiences. For instance, popular tags like #MarketingTrends or #DigitalMarketing keep posts relevant to LinkedIn’s professional community without limiting reach.

Avoiding ultra-specific hashtags that limit discoverability helps LinkedIn content remain targeted and accessible. This streamlined approach to hashtags enhances content reach without sacrificing relevance.

4. Streamline LinkedIn Content Frequency and Prioritize Relevance

LinkedIn now favors high-quality, relevant content over frequent posts. For many clients, especially those targeting Millennials—the platform’s largest demographic—focusing on fewer, more impactful posts is key. Agencies should prioritize authentic, high-value content, such as employee achievements, client success stories, and thought leadership.

Instead of posting every blog or update, consider sharing only the most meaningful ones that showcase a human perspective. This approach ensures content remains engaging and helps build a stronger connection with the target audience. By focusing on relevance over frequency, digital marketing agencies can help clients maintain an impactful LinkedIn presence.

Final Thoughts from Umbrella

Expanding your LinkedIn strategy to align with the platform’s latest updates is crucial for agencies seeking to drive engagement and boost visibility. LinkedIn’s recent updates encourage digital agencies to focus on engagement-driven, authentic content. By adapting these strategies, agencies can help clients stand out, build valuable connections, and strengthen their LinkedIn presence as 2024 draws to a close. To streamline this process, Umbrella offers a variety of solutions tailored to the evolving needs of digital marketing agencies, making it easier to implement these tactics seamlessly. Here are a few tools and services that can elevate your content strategy, such as the AI-Powered Social Listening Tool and the Analytics Dashboard. Visit umbrellaus.com to contact us!