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.