Your best LinkedIn posts could soon get a lot more reach.

That's because LinkedIn is developing a new way for posts to show up on other people's feeds. It's called a "suggested post" — an ambitious, new way of distributing content, where your best posts will be shown to targeted users for months or even years.

"Right now, content lives and dies on the newsfeed very quickly," says Tim Jurka, a senior director of engineering at LinkedIn. "We're trying to collect the sum total of professional knowledge on our platform, and make sure it surfaces whenever you need it."

It's the latest in a series of changes for LinkedIn, as the platform actively seeks to reward what it calls "knowledge and advice" instead of virality. In June 2023, I reported on LinkedIn's initial algorithm shifts — recognizing when posts are based on the writer's core expertise, amplifying posts that drive meaningful conversations in the comments, and more.

So what's next? In a recent conversation with Jurka and his colleague, LinkedIn editor in chief Dan Roth, we discussed many subjects relevant for anyone looking to boost their LinkedIn engagement:

You can hear our full conversation on my Entrepreneur podcast, Problem Solvers, or read more below.

Social media feeds generally optimize for timeliness, showing you the most recent posts from your connections or new posts you're likely to enjoy. But timeliness can be a problem, Jurka says, because not everyone needs the same information at the same time.

LinkedIn isn't doing away with timeliness, but it wants to be a more active content matchmaker — recognizing what individual users are interested in, and then surfacing relevant posts regardless of when they were created. "We really try to match content to them when a certain insight would be super valuable to them in that moment," Jurka says.

Here's what that would look like.

Let's say you went to LinkedIn and posted a detailed lesson about beverage marketing. Typically, that post would disappear from people's feeds within a few days or more.

Now LinkedIn is thinking differently. It might identify your post as uniquely useful — and whenever other users show an interest in beverage marketing, it might display your post in their feed as a special "suggested post." This........

© Entrepreneur