When most people think about LinkedIn marketing, they think about posting. 

Write a post. Hit publish. Hope the algorithm does its thing. 

But what if we told you there was another way to build your LinkedIn visibility that most business owners and leaders aren’t using? 

Enter: LinkedIn News 👀  

LinkedIn News is one of the most underused opportunities on the platform for professionals looking to strengthen their LinkedIn profile, increase their visibility and position themselves as thought leaders in their industry.

And the best part? 

You don’t need thousands of followers to make an impact. 

You simply need a valuable perspective.

What is LinkedIn News and How Does It Work? 

If you’ve ever wondered what LinkedIn News is, you’re not alone. 

LinkedIn News is where the platform highlights trending professional conversations happening across industries, workplaces and communities.

Unlike your regular LinkedIn feed, these conversations aren’t purely driven by the algorithm. Instead, they’re curated by real LinkedIn editors who identify the trends, topics and discussions shaping the professional world.

These editors are looking for professionals who can contribute meaningful insights and perspectives to conversations already happening on the platform.

This creates a valuable opportunity for business owners, CEOs and industry experts to increase their LinkedIn visibility, strengthen their LinkedIn profile and have their expertise amplified beyond their existing network. 

Think of it as LinkedIn saying: 

“This person has something valuable to add here.” 

And when you’re building a strong LinkedIn strategy, that kind of visibility matters. 

Why Leaders Should Pay Attention to LinkedIn News 

For CEOs, founders and senior leaders, LinkedIn is no longer just a place to share company updates. 

It’s become one of the most important platforms for building trust, demonstrating expertise and growing your professional reputation. 

Before someone books a meeting, considers a partnership or enquires about your services, there’s a good chance they’ll visit your LinkedIn profile. 

The question is: 

Are they seeing someone who simply promotes their business, or someone who actively contributes to meaningful conversations? 

By engaging with LinkedIn News, leaders can:

• Build credibility and become recognised voices in their industry.  

• Increase their LinkedIn visibility beyond their existing network.  

• Share the thinking and expertise behind their business.  

• Strengthen relationships with clients, prospects and future employees.  

• Create opportunities for speaking engagements, media features and partnerships.  

The strongest leaders on LinkedIn aren’t just talking about what their business does. 

They’re sharing what they know. 

The Business Impact of a Strong LinkedIn Presence 

While LinkedIn News creates opportunities for individual leaders, the impact extends well beyond the person posting.

A strong executive presence can become one of your business’s greatest marketing assets. 

When leaders contribute valuable insights through LinkedIn content, it helps: 

• Increase brand awareness through authentic thought leadership.  

• Build trust with potential clients and partners.  

• Showcase the expertise behind the business.  

• Support recruitment by highlighting your people and culture.  

• Create stronger relationships within your industry.  

People don’t just buy from businesses. 

They buy from people. 

That’s why a strong LinkedIn strategy should include both your company page and the people behind it. 

Finding the Right Conversations to Join 

LinkedIn editors are constantly watching conversations across the platform, looking for valuable perspectives to amplify.

Each week, LinkedIn’s editorial team shares the types of conversations they’re actively following.

This could include: 

• Lessons you’ve learnt while growing your business or progressing your career.  

• Your perspective on industry trends, new technologies or changing customer behaviour.  

• Reflections on business milestones, awareness days or current events that relate to your expertise.  

The opportunity isn’t to contribute to every trending topic. 

It’s about finding the conversations where your experience can genuinely help others. 

Ask yourself: 

• Do I have a perspective on this?  

• Can I add something valuable?  

• Will this help my audience understand the topic differently?  

The best LinkedIn content doesn’t simply repeat what everyone else is saying. 

It adds something new. 

Where to Find LinkedIn News 

If you’ve never explored LinkedIn News, you’re not alone. 

It’s one of the platform’s most underused features. 

On the LinkedIn app 

• Open the LinkedIn app.

• Tap the search bar.  

• Scroll below your recent searches.  

• Browse the latest LinkedIn News topics and trending conversations.  

On desktop 

Look for the Trending News section on the right-hand side of your LinkedIn feed. 

You can also subscribe to LinkedIn Daily Rundown, which highlights the biggest professional stories and conversations each day.

Following LinkedIn News regularly is one of the easiest ways to stay informed and discover opportunities to contribute your expertise. 

Don’t Underestimate the Power of Commenting 

One of the easiest ways to increase your LinkedIn visibility doesn’t require publishing a new post. 

Start commenting.

Thoughtful comments are one of the simplest ways to build credibility, grow your network and strengthen your LinkedIn profile. 

A valuable comment on the right conversation can put your expertise in front of people well outside your immediate network. 

The best comments: 

• Add a fresh perspective.  

• Share a personal lesson or experience.  

• Explain what a trend means for your industry.  

• Ask a thoughtful question that encourages discussion.  

nstead of: 

“Great insights!” 

Try: 

“We’ve been seeing this with our clients too because…” 

or 

“One thing I’d add from our experience is…” 

The goal isn’t to comment on everything. 

It’s to become part of the conversations where your expertise genuinely adds value. 

Turn LinkedIn News Into Part of Your LinkedIn Strategy 

LinkedIn News isn’t about chasing viral moments. 

It’s about building credibility, increasing visibility, and becoming known for your expertise. 

By following relevant conversations, engaging thoughtfully, and sharing your perspective, you can use LinkedIn News as a powerful tool. 

If you’re ready to strengthen your LinkedIn profile, improve your LinkedIn marketing and build a more strategic presence on the platform, our team would love to help. 

You know where to find us!