Yo! Welcome to the next episode of The Reeder where you get actionable tips and strategies for creating memorable content every Saturday.

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You know the webinar playbook: promote, present, send the recording, move on. But what if the webinar isn’t the finished product — what if it’s the testing ground?

I'm running a session with Goldcast The Testing Ground: Using Webinars to De-Risk Your Biggest Content Bets — live with Travis Tyler, on how to turn webinars into winning content ideas you can use over and over again. 

You’ll learn:

-How to get 20+ content ideas from one 60-minute webinar

-How to take a proven idea and turn it into content that reaches a much bigger audience

-How to make content available vs. discoverable (so it doesn’t just die on a landing page)

It’s goin’ down on August 26 at 12 pm ET. Join here.

To begin this series, I showed you how pocket culture is quietly breaking marketing.

Then I gave you The New Rules of LinkedIn — and promised to blow up and rebuild my own strategy in public.

Two weeks ago, I showed you how LinkedIn misclassified me and the 5 step strategy I’m using to fix it.

Last week, I rebuilt my profile and showed you why I made every change.

Today, we’re talkin’ content.

LinkedIn's becoming Facebook!

And that's lookin' pretty damn true from my seat.

I'm seeing more glam shots in Greece from someone insisting ChatGPT made their vacation amazing because they automated the decision-making out of their travel planning.

Because they get the most engagement and views.

Then people see that type of content performs best, and publish more of it. That’s life for some. An annoying cycle to others. 

The "old LinkedIn" made us better at our jobs. "Knowledge posts" from our favorite professionals were like free mentorship to help us excel.

If you feel like knowledge posts are fading as LinkedIn continues its rapid shift from the professional network into a true social media platform like IG, TikTok, and Facebook — you're not wrong.

There's tension growing between how people use the platform:

You're either chasing attention or building authority.

So what should I do? Post what gets the most views? Or the stuff that builds credibility?

It depends on your goals. 

If your goal (and business) relies on getting eyeballs, you need more attention.

A lot of it.

If you want to sell software or services, then you need more authority.

Luckily, it's not binary. If you want maximum growth, your strategy needs both.

This applies to me, too. I'm both a business owner who sells services and a creator who sells brand deals.

My reputation and pipeline depend on building my credibility.

But my brand deals depend on volume of reactions, views, and engagement rates.

I tell my team and hired guns: I want to create the best content possible. But I'm not giving marketing tips during a cold plunge for views.

I got a reputation to protect.

So as I rebuild my LinkedIn strategy, I decided to test this hunch against my own content. I analyzed my content and found something interesting:

Here’s what I see:

That's the analysis. Here's my action plan for the next 90 days.

I'm posting more, not because volume fixes anything, but because I added two standing commitments and I'm not robbing my best content to pay for them.

If I hadn’t just hired someone full time, this would be way more daunting. 

Last quarter I posted whatever the week handed me. Now every slot has a job before I sit down to write.

Remember that I’m working towards reclassification. 

So breaking outside of authority posts is fine. I did it on purpose last quarter for Cannes, LinkedIn's private event, and sitting down with Ty Heath at LinkedIn HQ. Opportunistic, and worth every post. Now it's back to balance.

Two bets I'm running that I'm not certain about yet.

I'm changing what I measure, because the news rules value saves and comments over followers and likes. 

Four weeks ago, I was quietly struggling and couldn't figure out why. Now I know what changed, why I got misclassified, what my profile was doing wrong, and exactly what I'm posting for the next 90 days.

Heavy sigh of relief. 

The thread through all of it: the platform changed and I kept running the playbook that used to work. That's the whole lesson. What got you here has an expiration date, and nobody sends you a notice.

Here's why I care enough to rebuild instead of just posting more.

Every company creates content. Almost no one creates believers.

This plan isn't built to get me seen more. I was already getting seen. It's built so the right person believes something I said, so I get more opportunities for my brand and business. 

In 30 days I'll run the numbers and show you what happened.

Holler at you next Saturday,
Devin

PS: It took me ~4 hours to research, write, and edit this newsletter.

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Pen by Devin Reed​
​Founder, The Reeder​

Follow me on LinkedIn | YouTube | Instagram | TikTok

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