🍴Two ways to show up on LinkedIn

We all have theories about how the LinkedIn algorithm works. 

We get little inklings of insight. When a post does well, we think, "I GET IT." 

Then, the next day, the feed feels different again. 

So instead of trying to decode the algorithm, I've been paying attention to how different posts behave. 

And, I'm noticing two categories: Broadcast-style posts vs. conversation-first posts. 

From my experience, there's a time and a place for both.

Broadcast posts are polished and complete. 

They:

Think:

These posts build credibility and show people what you know. 

Here's an example:

Conversation-first posts, on the other hand, act differently. 

They:

These posts often get strong engagement without ever asking for it, because the writing makes room for other voices.

 (Keep scrolling to learn how to write a conversation-first post) 

Here's an example: 

When every post is broadcast-style, the feed starts to feel like a stage instead of a shared meeting ground. 

There’s a lot of presenting and not much talking. 

Conversation-first posts open the door to the room, letting people in. 

The strongest presences on LinkedIn mix both.

Use broadcast posts to establish authority and conversation-first posts to build connection.

When I'm ghostwriting for a client, I'll usually start with broadcast posts to establish their authority. 

Once people know who they are and what they're about, I shift to a blend with conversation-first posts.

That's when the real engagement kicks in, because now they're not just an expert, they're someone you want to talk to.

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When I step back and look at conversational posts, they include these elements:

Conversation-first posts start where the thought began. 

The starting point could be:

You invite the reader into your thought process.

This is where the eavesdrop test can help. If you wouldn't lean in to listen to your own post, you can't expect other people to.

These posts shift from teaching to explaining.

When a post sounds like a lesson, people tend to listen. But when it sounds like perspective, they start talking back.

The conclusion can lose the conversation or keep it going. Broadcast posts feel complete while conversation-first posts keep the main message alive.

Next time you write a post, ask yourself: "Am I teaching or am I thinking out loud?" 

If you're teaching, make it polished and complete (broadcast-style). 

If you're thinking out loud, leave something unresolved. Share the tension, not just the takeaway (conversation-first). 

Both work. But knowing what you’re writing before you write it will strengthen the content.

PS If you find yourself staring at your posts, wondering "Is this done or should I keep editing?" you’ll love my Finish-the-Post Checklist. It gives you six quick checks so you can stop second-guessing and just publish. It's $5.