Winning LinkedIn Strategies for B2B Professionals with Neal Schaffer

The episode explores how B2B professionals can strategically use LinkedIn to build authentic engagement, optimize their profiles, and leverage AI to enhance content creation and visibility. Lee Judge and guest Neal Schaffer dive into the nuances of LinkedIn's evolving features, including newsletters, carousels, and video, while emphasizing the importance of intentionality and audience alignment in content strategy. 

• Optimizing LinkedIn profiles for alignment with current goals and audience
• Using AI effectively for content creation and profile enhancement
• Best practices for LinkedIn newsletters and content formats
• Understanding engagement trends and algorithmic behavior
• Growth hacking and ethical considerations in LinkedIn outreach

Time Stamps
01:10 - Importance of LinkedIn for B2B professionals 
05:45 - Optimizing your LinkedIn profile 
4:30 - Using AI to improve LinkedIn content 
33:00 - The good, bad, and ugly of AI on LinkedIn 
46:20 - LinkedIn newsletters and content formats 
01:05:00 - Video content and algorithmic trends 
01:18:00 - Engagement decline and growth strategies 
01:30:00 - Neal’s books and final thoughts 

Main Takeaways

• AI should assist, not replace, your voice—context and training data are key to effective use.
• LinkedIn newsletters and carousels offer high engagement when content is platform-native and shareable.
• Engagement should be meaningful and aligned with your target audience, not driven by vanity metrics.

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A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.