The way we search for information is changing quickly.
Instead of only searching on Google, more people are asking LLMs like ChatGPT, Claude and Copilot questions directly. For companies, this means that being visible in traditional search is no longer the whole picture. Visibility in AI-generated answers is becoming increasingly relevant too.
And LinkedIn could have an interesting role to play.
LinkedIn content is appearing in AI answers
Research has shown that LinkedIn is referenced as a source in answers generated by LLMs.
That means the content companies and users publish on LinkedIn could potentially reach an audience beyond the platform itself, including people using LLMs to search for information.
LinkedIn has now published its own guidance on how companies can strengthen this visibility.
Build credibility around your expertise
One of the main ideas is what LinkedIn calls the “Credibility Stack.” The concept is simple: don’t rely on one company page or one piece of content to demonstrate your expertise. Instead, combine your company presence with employees, thought leaders and useful content.
Together, these different sources help reinforce what your company knows and the topics you want to be known for.
Long-form content could be particularly valuable
LinkedIn articles are especially interesting because longer content gives you more space to properly explain a topic, answer questions, include evidence and demonstrate expertise.
This type of clear and structured information can also be easier for LLMs to understand and potentially reference in their answers. But this doesn’t mean moving your entire content strategy to LinkedIn.
Your website should still be the foundation because it is a channel you own and control. LinkedIn can then help distribute and strengthen the expertise you demonstrate there.
What does this mean for B2B marketing?
LinkedIn is no longer only a social media and content distribution channel. It could also play a growing role in how information and expertise are discovered through LLMs.
Create authoritative content on your website, build expert voices through employees and thought leaders, and use LinkedIn to strengthen your company’s credibility and visibility with people, and potentially with LLMs too.
Source: Social Media Today & LinkedIn.