My LinkedIn reach is down 52.4% (YoY) while LinkedIn still generates 53% of our qualified pipeline by self-reported attribution. Here is why we stopped caring about reach and impressions:

1. We killed the traditional content calendar.

Instead, we run quarter ABM campaigns for a specific cluster of accounts that have a similar use. Account-based content strategy replaced the static calendar.

Instead of targeting TAM and broad keywords, we do:

- a complete use case challenge decomposition

- define what content our primary buyer persona - B2B CMOs dealing with long sales cycles - might need right now and would appreciate

- validate content with real buyers, get their feedback, and involve them into content creation

2. We go "social-first" instead of "blog-first".

We publish content on LinkedIn to see what resonates. Aside from standard engagement, we pay attention to 2 new metrics:

- Saves

- Forwards

This gives us a perfect idea of where we should double down.

3. We leverage a content flywheel.

Every piece of content feeds a new one.

LinkedIn posts and comments give us a perfect idea of what questions to cover on Full-Funnel Live podcast.

Questions asked on the podcast help us to prepare a narrative for the upcoming newsletter. We repurpose LinkedIn posts and write a comprehensive deep dive covering all the questions.

That's why Substack/Newsletter slowly started climbing in self-attribution.

Every quarter we run a comprehensive webinar showing our framework for a specific use case (e.g. How to launch a pilot ABM and drive pipeline in 90 days).

4. I don't use AI for writing.

When I write content, it helps me to structure my thoughts. It also helps me to write in a way I'd be talking to a felow B2B CMO.

I use AI for completely different purposes:

- get feedback on my content from a synthetic panel of B2B CMOs. It helps me to identify gaps and weak arguments I need to address.

- transcribe our podcasts and webinars, remove "um's" and structure content logically.

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The takeaway:

Stop optimizing your marketing for impressions and viral reach. Start optimizing for being relevant and getting into a consideration set.

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The breakdown of 6 content formats that work in 2026 is here: