In this episode we talk about LinkedIn strategy in 2026: how professionals and companies can build visibility, authority and generate leads on the platform.
Tatsiana Yarash, founder of the digital agency SM2, together with B2B marketing specialist Kate Vuillier discuss how LinkedIn works today and what actually drives results.
In this conversation we cover:
• The first steps to start growing on LinkedIn
• Why LinkedIn now prioritizes people over company pages
• How to build a strong personal brand and thought leadership
• Content strategy and content pillars that work in 2026
• Why AI-generated posts without value stop working
• The best content formats for engagement (video, carousels, newsletters)
• When to start paid campaigns and how much budget you need
• LinkedIn advertising costs in competitive regions like Dubai
• Why targeting CEOs directly is often a mistake
• How brand awareness lowers your cost per lead over time
• Which industries perform best on LinkedIn (SaaS, consulting, fintech, recruiting)
We also discuss how LinkedIn is evolving, why it’s different from Instagram, and what professionals should focus on if they want to grow their network, build credibility and attract clients.
If you want to grow your personal brand, develop B2B marketing strategy or understand how LinkedIn works in 2026, this episode will give you practical insights and real experience from the field.
Guest: Kate Vuillier — B2B marketing specialist
Host: Tatsiana Yarash — Founder of SM2 Digital Agency
📍 Recorded in Dubai
Timestamps:
00:00 Intro
01:00 First Steps to Start on LinkedIn
03:35 Content Strategy and Content Pillars
07:30 AI and the Future of Content
10:50 Should You Run Ads or Build Community First?
13:30 How Many Followers Do You Really Need?
16:30 Best Types of Content for LinkedIn
19:30 Best Posts for Brand Awareness
24:00 Using Polls and Testing Content
27:30 LinkedIn Ads Budget
30:00 Why Targeting CEOs on LinkedIn Can Be a Mistake
32:58 How Much Budget Do You Need for LinkedIn Ads?
36:45 Why Brand Awareness Lowers Lead Cost Over Time
38:23 LinkedIn Features That Help You Convert Better
39:23 Which Industries Perform Best on LinkedIn?
40:45 LinkedIn Is Not Instagram: What Content Works Now
44:01 If LinkedIn Were a Person…
45:32 Final Advice: Why You Still Need Social Media
Media resources
Kate’s LinkedIn:
https://www.linkedin.com/in/e-yashchanka
Tatsiana’s LinkedIn:
https://www.linkedin.com/in/tatiana-yarosh-5198aa42
SM2 Digital Agency Website:
https://sm2.agency/
Free LinkedIn Guide:
https://sm2.agency/marketing-guide
