The hidden benefits of original writing

LinkedIn doesn't prioritise original content. While I still write unique daily posts, content creation alone isn't worth my time. Yet I keep doing it - here's why.

This UnfilteredFriday, I read a post by Coen Tan about speaking on cruise ships that got me thinking. That's actually how I see the posts I write everyday - for the indirect rewards.

But first. What's up with LinkedIn?

The original vision

It's just over two years since the much talked about interview with LinkedIn's editor in chief Dan Roth by Entrepreneur magazine.

At that time, Dan shared about recent big changes to LinkedIn's feed.

• Followers will see more of your content.
• Posts that share knowledge and advice prioritised.

How are such posts identified? By the following:

• Distinct topics.
• Unique perspectives.
• Meaningful comments.

Reading between the lines, it's about unique, high-value content that gets people engaging with quality comments.

Ground reality

It's two years now. Here's what I've observed.

• Rampant gamification by AI bots.
• Polished decks created by marketing teams.
• Paid services that find trending content to copy.

If you think about it, it's actually more rewarding to copy than come up with insights.

The result?

Instead of unique, high-value posts, what gets surfaced is usually "soft knowledge" - surface-level insights and recycled information that feels like it came from ChatGPT.

Why it can still work

Writing unique content is a bust on LinkedIn. So why do I still do it?

After all, a common advice is to "repurpose" content, rewriting an old post three different ways with AI - and cluttering LinkedIn feeds with more of the same thing.

Simple. I'm doing it for the indirect benefits.

• Staying informed.
• Thinking through writing.
• Learning through teaching.
• Sharpening my analytical skills.
• Learning to ask better questions.

Finally, in the age of AI. I'm also practising how to write faster, better, and with sustained energy.

What you can do

If you like my content and really don't want to miss it, here's two things you could do:

• The only way to keep seeing my content reliably is to sign up for my email newsletter. It goes out every Sunday with links to my 7 stories and a personal reflection: www.techstories.co/updates
• Alternatively, you can follow me on LinkedIn and click on the "bell" icon. Make sure to manually select "all" - this should show you around half of my posts.

What about you? Why are you still around?

And here's Coen's post - warning, it'll make you want to go on a cruise.