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If no one sees it, all the effort was for nothing. Publishing great content is only half the job. The other half is getting that content seen by the right people at the right time.
Publishing great content is only half the job. The other half is getting that content seen by the right people at the right time. Distribution is not an afterthought—it’s what turns a post into pipeline.
This chapter shows how to promote and distribute your content in a way that compounds reach over time. It includes what to do before you hit publish, how to post for maximum traction, where to distribute across channels, when to boost, and how to reuse content that already works.
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Commenting on relevant posts an hour before publishing increases the odds that those people will see your post. It also gets your name into their feed before you show up with your own content. This is especially useful if you're part of a LinkedIn pod or tight network.
Avoid publishing when big global or industry events dominate attention, unless your post speaks to them directly. Timing also matters if you’re releasing a product, feature or update—make sure it doesn’t compete with internal noise.
If you're sharing a webpage, make sure the OpenGraph image and title are correctly configured. Use OpenGraph.xyz to preview how the link will appear when shared. A bad preview image or missing title can tank your reach.
Before posting, use the 4i principles:
Also, have someone else read it for spelling mistakes, clarity and call to action. Fresh eyes catch what you miss.
Timing makes a difference. You want your post to show up when your audience is scrolling, not sleeping.
For B2B audiences, these windows tend to work best:
If your target readers have kids, avoid the 19:00–20:30 window. They’re putting their children to bed, not browsing LinkedIn.
Don’t include links directly in the post. LinkedIn deprioritises outbound traffic. If you need to include a link, place it in the first comment or direct readers to your profile.
If you want to include a link, do it in the first comment—but only after the post has been live for a minute or two. This keeps the initial algorithm signal clean.
LinkedIn rewards posts that generate early engagement. Stick around for the first 15–30 minutes after publishing. Reply to comments quickly and engage with others in your feed. This increases visibility and kicks off the feedback loop.
Send the post directly to friends or colleagues who are online. Share it inside your pod if you’re part of one. The faster you get reactions, the more the algorithm pushes your post.
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Watch my screen and follow the exact 12-step framework I have taught to 1500 marketers, turning small ad budgets into big results.
Free course
45 min
English, Dutch
Include the post in your newsletter or as a follow-up in a nurture sequence. Add one or two lines of commentary or insight that teases the value of the post.
If you coordinate with a group of peers, share the link in your private group so others can comment, react and extend reach.
Turn the same content into a Twitter thread, carousel, or short video. Add a link to the original LinkedIn post in the comments or caption so readers can engage at the source.
Evergreen content has a long tail. Add your post to:
This keeps it discoverable for months. If someone comments on an older post, that activity can still surface it in the feeds of their first-degree connections.
If a post gets strong engagement in the first few hours, consider boosting it within a week. The algorithm already sees it as valuable—paid promotion adds fuel to that fire.
Your goal with content marketing is to drive leads. If you spend €500 to boost a post, do the maths:
If your profile isn’t generating leads, boosting will only amplify that problem. Fix your headline, summary and featured links before spending a cent.
If a post performed well once, it can perform again. Just update the hook or format slightly. Your audience has grown—new followers haven’t seen it, and old ones probably forgot.
Convert your best posts into:
Repurposing stretches the value of every idea. If you spent time making it good, it deserves a second (or third) life.
Log reused content in your calendar or Notion system. Tag what gets reshared, when, and where. Look for compounding winners that deserve a quarterly rerun.
Content distribution is not a one-and-done activity. It’s a system that turns good posts into lasting assets.
Before you post, warm up the feed, check your previews, and run a 4i check. Post when your audience is most likely to see it. Stay active. Share and cross-post with purpose. Boost the right content at the right time, and always make sure your profile is ready to convert attention into leads.
When in doubt, reshare what already works. One post done well, distributed smartly, and reused intentionally will outperform ten random ones with no plan. Distribution is leverage. Use it.
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