Your marketing content is invisible. Not because it's bad. Because algorithms have decided no one needs to see it.
Here's what changed: the filtration layer moved from human brains to machines. We used to consume everything and decide what mattered. Now algorithms decide what we see before we even know it exists. This makes breaking through harder than ever.
The Algorithm Problem
Think about how you find information today. LinkedIn feeds you content based on what you already engage with. News sites show you stories that match your interests. Search results reflect your past behavior.
This creates echo chambers. If you run a company trying to reach new customers outside your existing network, those potential customers will never see you. The algorithm keeps them comfortable in their bubble. You stay trapped in yours.
The math is brutal: smaller companies face the biggest visibility challenge of their careers while enterprise brands can afford to be everywhere at once.
Trust Collapsed Overnight
Spot a brand that looks fake and your trust evaporates instantly. Once lost, trust takes forever to rebuild. Maybe never.
AI-generated content made this worse. Companies push out 15 articles at the click of a button. They all sound the same. They all say nothing. Readers can tell.
When your content looks like everyone else's AI slop, people assume everything you do is low quality. You've commoditized yourself down to the lowest common denominator.
Not all visibility is good visibility.
What Actually Works
Put out authority content or don't bother. Authority means original thought from real people at your company. Not regurgitated advice that ChatGPT could write. Not generic best practices everyone already knows.
You need content that reflects your actual experience and opinion. The things you bring to market that no one else does.
Amplify your leaders. People trust people, not brands. Your founders and executives should share their real perspectives. The goal is connecting directly with individuals, not pushing derivative brand content no one will read.
We see this in our own business. Most of our work comes from referrals. People we've worked with tell their friends. This works because they like working with us, not because of our content marketing. Relationships still matter most.
Be authentic at scale. This sounds like a contradiction but it's not. Find ways to capture real conversations, real client work, real reactions to what's happening in your market.
Some options that work:
- Podcasts and video where people can see and hear actual humans
- Customer interviews and testimonials
- Case studies that show real problems you solved
- Content based on actual sales conversations and client challenges
Video is still hard to fake. For now. When that changes, we're back to conferences and metal detectors to verify you're human.
Leverage your network. The people who know you can vouch for you. This breaks through algorithmic barriers. One warm introduction does more than a thousand cold emails.
The B2B Influencer Question
LinkedIn has its own influencer economy now. Some people became authorities on go-to-market strategy, startup launches, and other B2B topics.
This creates another echo chamber problem. You see the same voices saying similar things. Plus you can spot the ones using AI to generate "disruptive" takes designed to trigger emotional responses.
The pattern is obvious: challenge, response, "here's the real thing." It all sounds the same.
Real influencers share actual experience. Fake ones chase engagement.
What This Means for You
Build it and they will come never worked. Today it's completely dead.
You need a plan for visibility that goes beyond publishing content and hoping. Focus on:
- Quality over quantity. One great piece beats fifteen mediocre ones.
- Real human voices. Your actual team sharing actual insights.
- Direct connections. Network activation, partnerships, referrals.
- Multiple formats. Written content, video, conversations.
- Consistency. Algorithms reward regular activity.
The companies winning today blend traditional relationship building with modern distribution. They use paid ads and PR and content marketing, but as part of a larger system. Not as magic bullets.
The Choice is Yours
Visibility is a trust problem disguised as a distribution problem. You can't algorithm your way to trust. You build it through authentic connections and valuable content that reflects real expertise.
Stop trying to game the system. Start being worth finding.
