INSIGHTS FROM EXPERTS ON LINKEDIN
Aditya Vempaty told his team to stop starting with content and start with distribution instead. He’s seen too many polished case studies or webinars go nowhere because no one planned how people would actually find them. For him, distribution isn’t an afterthought – it is the strategy.
Jonathan Bland says the best brands on LinkedIn right now aren’t chasing quick hacks, they’re sticking to fundamentals. They’re focused on the right audiences, building trust through real voices, and investing in content that connects over the long term. Growth comes from reach and consistency, not just last-touch conversions.
Paul Syng argues that positioning isn’t about clever messaging, it’s about where the money goes. He points to companies like Stripe, Ferrari, and Hermès, who back up their brand promises with big investments and business decisions. In the end, people believe what a company funds, not just what it says.
Robert Kaminski explains that most founders struggle to clearly explain their product, which leads to mixed messages and weak positioning. His process helps startups nail down one clear narrative, commit to it, and train teams around it so customers eventually repeat the message themselves. He argues this consistency is what drives real word-of-mouth growth.
WHAT'S NEW IN THE INDUSTRY
Google Ads is phasing out manual language settings in Search campaigns and handing the job over to AI by the end of the year. Advertisers won’t be able to pick languages anymore – Google’s system will detect and target automatically. It might simplify setup, but it also means less control, so keeping an eye on performance will be key.
TikTok is limiting posts to five hashtags, shifting focus from hashtag stuffing to real relevance. The move aims to cut clutter and stop spammy tactics, putting more weight on picking the right tags. For creators and brands, it’s all about quality over quantity.
Advertisers can finally see where their ads are running across Google’s Search Partner Network, with site-level impression data now available. This long-awaited update gives more control over spend, brand safety, and optimization. It’s a step toward the transparency advertisers have been asking for for years.
Google is replacing its mix of trust signals in Local Services Ads with a single Verified badge starting in October. The badge shows that a business has passed licensing and background checks, making credibility easier to spot. Verified advertisers could see a boost in visibility and customer trust.
Google wants advertisers to feed more detailed conversion signals into Ads, from hashed emails to session data, to strengthen AI attribution and bidding. Richer imports help models adapt as old tracking methods fade. Those who don’t modernize may risk weaker campaign performance.
That’s the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
