The article argues that sponsoring LinkedIn posts without boosting them as thought-leader ads wastes potential reach. It emphasizes the importance of turning well-performing organic content into paid ads to maximize visibility and engagement. The author shares insights on how to effectively use LinkedIn Ads and highlights a partnership with Closing Media for ad support.

After nine years in content marketing, the author argues that traditional blogging is no longer effective for establishing authority. Instead, they suggest that distribution is key, recommending a strategy that starts with LinkedIn posts to test ideas before scaling successful content into longer formats like newsletters and blogs.

LinkedIn ads has launched a new feature called "partnerships," allowing users to easily find and promote posts mentioning their brand. Users can filter posts by various criteria, making it simpler to discover relevant content for thought leadership ads. Although currently available to only a few accounts, this feature is expected to enhance ad strategies significantly.