On a recent episode of The Sales Hunter Podcast, Mark sat down with Richard Bliss, widely respected as the expert on LinkedIn, for a deep-dive into how LinkedIn and AI are transforming sales. With sweeping platform changes and new algorithms powered by artificial intelligence, relevance is everything, and building true authority on LinkedIn has never been more critical.
LinkedIn’s Radical Algorithm Shift: Context and Quality Over Quantity
LinkedIn’s algorithm overhaul signals a dramatic shift for sales professionals. Posts are no longer judged by simple engagement metrics. AI now analyzes the context and credibility behind every piece of content.
As Richard Bliss explains, it’s not just about who sees your content; it’s about who should see it. “They got rid of all of that. It’s now being driven by context and an AI engine that is reading and understanding what you’re doing, not just what you’re saying, not just what you’re posting, but what you’re doing.”
The AI checks an author’s “About” section, work history, current platform engagement, and even the intent behind comments on posts. This means the old tricks: high-volume “fluff” posts, comment pods, and vanity metrics, no longer cut it.
Stay on Message: Authority Is Non-Negotiable
LinkedIn’s focus on professional content isn’t a step backward—it’s a course correction. The platform is going back to its roots as a business network, what Bliss calls “business media,” not a social site for random life updates or cheerleading.
Every action on LinkedIn is now a signal. If the platform sees you engaging with lots of unrelated content, it assumes you want to see more of that. Topic authority matters more than ever. Salespeople need to ensure every profile section, achievement, and post reinforces their specific expertise.
The new best practice? Stay sharply focused. “Where’s your core? Where’s your topic authority?” Bliss asks. “We now need to think about LinkedIn… Am I reinforcing my topic authority or am I just being treated like Facebook?”
AI Is Your New Gatekeeper (and Customer)
A seismic change in buying behavior is also driving LinkedIn’s algorithm updates. Today, buyers aren’t always the ones searching for solutions. Their AI intermediaries are conducting research, vetting sources, and recommending vendors.
“If we’re invisible to AI, we’re invisible to our customers now because they’re not looking for us, their AI intermediaries are looking for us,” Richard notes.
That means text-based content and truly authoritative profiles are essential. AI will favor those with substantial, clearly-articulated expertise. Profiles shouldn’t just list titles—they must showcase outcomes, deliverables, and proof.
Write and Engage for a PhD Audience
For years, sales guidance stressed writing at a fifth-grade reading level to boost reach. That’s out. These days, content must address the sophisticated needs of AI-powered research engines and C-suite decision makers.
As Bliss puts it, “We write and create content to a PhD level buyer because the AI algorithm now knows whether we know what we’re talking about and if we don’t have anything to show, that not just tell, but show. And this means newsletters on LinkedIn, long form articles have skyrocketed.”
Text-based content is now privileged: AI prefers and digests it much more efficiently than video or audio. Transcriptions and detailed written summaries must reinforce and expand on audio or video posts.
Give AI—and Humans—A Reason to Notice
Every conversation matters. Salespeople succeed not by grandstanding, but by adding incisive insights to discussions. “You need to be showing up in conversations where you’re adding such tremendous insight…that people say, who is this person that is expanding this idea so eloquently or succinctly, I need to go check them out.”
This is the power of depth over breadth. Meaningful, substantive engagement is what the AI—and smart buyers—notice.
Play the Long Game
Credibility on LinkedIn isn’t earned overnight. The platform’s algorithm is designed for sustained, cumulative value, not viral, low-effort tricks. The salespeople who commit to sharing expertise, engaging thoughtfully, and refining their business profiles will win.
Even as features like LinkedIn Groups remain somewhat unclear in value, one thing is certain: “We got to focus on quality content, quality engagement at a PhD level, where we truly expand the intellectual conversation.”
Final Word
LinkedIn’s transformation is a wake-up call for every sales professional. It’s not about gaming the system—it’s about being a real, visible expert in your field. As the lines blur between human and AI-driven buying, only true authority will stand out.
For those ready to adapt, the opportunity is bigger than ever. As Mark always says, great selling is about helping customers see what’s possible—and that means becoming the authority AI (and people) trust.
