Social Media Marketing Podcast LinkedIn Is Rewriting the Rules of Visibility
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Apr 2, 2026 
AJ Wilcox, LinkedIn ads expert and founder of B2Linked, shares how LinkedIn is becoming a source of AI-cited leads. He covers getting your content surfaced by LLMs, using articles and newsletters for longevity, cross-posting for SEO and AI reach, new ad features and personalization, and the risks around automated comments and third-party tools.
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Repurpose Blog Posts Into LinkedIn Articles
- Post short, attention-getting posts for immediate reach and repurpose longer pieces into LinkedIn articles/newsletters for longevity and LLM access.
- AJ's workflow: publish on your blog, wait for Google indexing, then copy into a LinkedIn article.
Personalization Helps Only When Ultra Targeted
- LinkedIn ad personalization can insert first name, job title, company into copy, but hyper-personalization often produces little lift or worse.
- AJ found company-name inserts worked dramatically only when ads targeted single companies; broad personalization had minimal benefit.
Lead With Pain Not Personalization
- Favor messaging that highlights pains and outcomes rather than inserting dynamic personal fields like first name.
- Example: use copy like “Are you struggling to generate more qualified leads?” to reach marketers without creepy personalization.