I can’t believe we’re already in August. The year’s flying by.

And the B2B content landscape’s changed a lot in the last nine months alone.

Here are some notes on what’s working mid-Q3. Pulled from experience handling dozens of executive social accounts.

Bending the algorithm.

The LinkedIn organic algorithm is fickle.

Lately, it’s been rough for organic reach. Almost every Head of Marketing I talk to laments over their decline in reach YoY.

So, what if you stopped relying on the algorithm?

Instead:

• Send 20x outbound connection requests per day to ICP accounts.

• Leave 5-10x comments per day on relevant posts.

I know this advice feels trite. But, you know, “cliches are cliche for a reason.”

This is one of those examples.

You must bend the algorithm in your favor.

Why?

• An accepted connection request is an automatic follow, so you can feed relevant accounts into your audience.

• Comments often get as many impressions as a median post.

Now, I know what you're wondering:

“Can I automate this?”

• Connections: Yes. You can. Use HeyReach to automate, and set the connection limit to 15-18 per day, preventing you from running up against LinkedIn’s limit.

• Comments: No. Please. Don’t. Everyone can tell. Whether it’s AI or a VA, your audience can tell when it’s not you commenting, and the reputation damage far outweighs the few thousand impressions.

One strategy I’m testing: Traxy + HeyReach. Traxy is a tool that can feed engagers on your content into a HeyReach campaign. You can set ICP criteria so it only uses connection requests on accounts that could be customers.

Even cooler, it scans LinkedIn for net new accounts that fit your ICP criteria and feeds THOSE into HeyReach as well. I have this motion running in parallel with a manually sourced list of target accounts. Will report back in September.

[Side note: If you're a Head of Marketing thinking: “My CEO’s LinkedIn content stopped working in 2026. Reach is down YoY. What should I do?” I made this free video for you.]

Dwell-time-maxxing

A few years ago, the “tweet screenshot” format ripped on Linkedin. You’d take a screenshot of either:

• One of your tweets

• Or a popular tweet relevant to your category

…and post it to LinkedIn with some commentary. There were entire theme pages scaled to audiences of hundreds of thousands of followers built off of this dead-simple strategy.

The format faded after a while, but now it seems to be back.

Some of my highest-performing posts lately are tweet screenshots (rolls off the tongue better than X screenshot, sorry).

A trend I’ve noticed: this format seems to get far more impressions relative to engagement. I’m not sure why (hence point #1 about the LinkedIn algorithm).

Though I am fairly confident the strong performance has to do with increasing the dwell-time of the reader (how long they stick on your post before scrolling).

Platforms want to keep users reading for longer.

If your content helps them increase dwell time, the algorithm will reward you with more reach.

Simple math.

Tweet screenshots aren’t the only way to do this. There are:

• Infographics (Example)

• Essay screenshots (Example)

Though I like tweet screenshots as they’re SO easy to produce. No graphic team needed. Just rip a tweet, crop it so it’s square, and post to LinkedIn. Try it out this month.

Pro-tip: if you’re using a tweet that’s gone viral, KEEP the engagement metrics visible in your screenshot. This little trick makes it more likely that someone will stop and read. It’s social proof that the content is worth reading.

LinkedIn articles.

I’m a bit less certain on this one, but I wanted to flag it to you. At Compound, we’re getting a lot more demand for LinkedIn articles.

From what I understand, these are helpful for AEO purposes.

I’ve had a few clients also ask for articles as a creative format to feed to their demand gen team. They are working well as Thought Leader Ads.

I plan on testing this over the next month or so.

IMO: If you have long-form, newsletter content that exists already, there’s really no reason not to post it as a LinkedIn article.

X is back.

Sort of.

Mid-July, the platform rolled out an algorithm update that meant your content would get seen more by followers (a shift away from the interest graph algorithms that that overtaken social).

This change was short-lived.

Though, it doesn’t seem like the X algorithm reverted allllllll the way back to only surfacing rage bait and meme account slop.

Anecdotally, I am seeing higher engagement than I have in the past 1-2 YEARS on the platform (I year for the ‘21-22 Golden Age). I also had a slight uptick in leads from the platform, for the first time in months.

If your founder already has a base of followers on X, it could be worth revisiting. Take long-form content you're already making for LinkedIn + newsletter and distribute it on X. Just as I mentioned with LinkedIn articles, there really is no downside.

(Let me know if you’d like for me to write more stuff on how to grow on X - haven’t broached that topic in a while, but it seems to be more relevant now.)

Final thoughts

I also looked back at my last “State Of” edition from April, and most, if not all, of the recommendations there hold up, too.

You can read the newsletter here.

Hope today’s edition was helpful.

If you need any help standing up an Executive Content motion or troubleshooting declining performance, you know where to find me.