Uncategorized Arkiver

From ChatGPT Curious to Building Her Own AI Universe

Posted on mai 12, 2026 by Emma Tesdal

At our latest Morning Focus session, Susanne Todnem — founder, marketing strategist, and advisor to companies ranging from listed corporates to small businesses — gave her practical and witty take on AI in marketing. No hype and no prior coding knowledge required!

Susanne started using AI the way most of us did, with a nudge to try ChatGPT and a vague curiosity that something big was happening.

Jump forward a few years and she now runs her business with a Claude Cowork employee who never takes time off, and Petter Stordalen has talked her out of shutting down her company (she doesn’t know him at all – read on!).

Context beats prompting

Not long ago, the conversation around AI was all about prompt engineering. Susanne says that’s changed.

“Context is more important than prompting. Build your structure and framework. If you build a strong context with the right documents, a clear brief, a well-organised project, you can take that structure with you to any tool, regardless of how the AI landscape shifts. Your framework becomes the asset, not your knowledge of any single platform.”

Treating AI as part of the team

Susanne was honest about the business impact AI has had on her own company. Two years ago, she had three full-time employees. Today she has the same revenue and one Claude Cowork employee, running autonomously in the background while she makes herself a cup of tea.

Recently, she spent 40 days writing down every single task she did in her business – using a good old-fashioned pen and paper. She fed this insight into Claude and asked: what can be automated? What can be outsourced? What can be stopped entirely?

She now integrates AI into her client work. At the start of every month, Claude Cowork produces a full monthly content schedule across five social media platforms and a website – something that would have previously taken her days to produce manually.

It starts with strategy

Susanne made a point that’s easy to overlook: the heavy lifting in AI isn’t the tool, it’s the strategy behind it.

You need to know what problem you’re solving, why it matters, and how you’ll measure success. And while most Norwegian companies are now using AI, most are still in exploration mode. The next step is execution – outsourcing real tasks, not just experimenting.

Build your own Board

One of the more creative use cases Susanne shared is building a personal advisory board of 15 people inside her AI tools. The board includes Oprah Winfrey, Petter Stordalen, a Norwegian financial expert, and others she admires. When she’s facing a difficult business decision (including one moment where she genuinely considered shutting down her company) she asks the board for their perspectives.

AI amplifies expertise

Susanne pushed back on the idea that AI levels the playing field entirely. In her view, domain expertise is what separates good AI output from generic fluff.

The best designs from Claude Design will come from designers, because they know how to direct it. The best video content will come from people who understand video. And for Susanne, whose sharpest skill is writing, Claude Cowork produces better copy because she knows what valuable input and a good output looks like.

That said, she’s clear about where she draws a line: AI hasn’t written a single word of the book she’s working on. Claude knows her tone, her humour, her background, but she wants it to be hers.

Tools for marketers

A few specific recommendations Susanne flagged for marketers:

Claude + Canva or Claude Design — great combos for content creation
Wispr Flow — a voice-to-text app that dramatically speeds up workflow
NotebookLM — turns PDFs into podcast episodes or infographics for learning and content repurposing
Otter — a transcription tool that captures meetings and conversations, great for turning spoken content into written assets

Giving back

Susanne posed a challenge that went beyond tools and tactics.

AI will save you time and money — the real question is what you do with it. More time for walks, books, and creativity is a good start. But she also floated something more ambitious: if your company saves 20% by replacing external software with something built internally, could 5% of that go to charity, or directly to your employees?

Technology is moving fast. But the decisions about what we do with the time it gives us back are still entirely human.

Follow Project Neon for upcoming Morning Focus events and more refreshing conversations like this one.

How to turn one piece of content into a powerful multi-channel campaign

Posted on mai 8, 2026mai 8, 2026 by Laura Lewis

Content, content, content… do you need more? Or do you need to make what you have work harder?

With AI Overviews now appearing on nearly half of all search queries and platforms like ChatGPT, Perplexity, and Google AI Mode reshaping how people discover information, a single piece of content has more distribution potential than ever before.

There’s no doubt that great content is still a foundation for growing your online audience. But creating it is only half the challenge – the real opportunity lies in what happens next.

Let’s say you’ve produced a case study to showcase a particular product or area of expertise. You publish it on your website and share a link across your social channels. Job done?

Not quite.

Here are our tips and ideas for turning that one asset into a multi-channel content campaign – built for how audiences actually search, scroll, and discover in 2026.

Why repurposing content matters more than ever in 2026

Content marketing still delivers exceptional ROI – generating three times more leads than outbound marketing at significantly lower cost. But the landscape has shifted.

Audiences are no longer finding content in one place. Discovery now happens across Google, LinkedIn, YouTube, AI chat interfaces, short-form video platforms, and email. To maximise reach, your content needs to show up in multiple formats, across multiple surfaces and be structured in a way that both humans and AI systems can understand.

This is where a smart repurposing strategy comes into play.

8 ways to repurpose one case study into multiple assets

Extract the most compelling statistics, outcomes, and insights from your case study and turn them into a shareable infographic. Numbers and facts make for highly shareable social content, and they’re also the kind of specific, structured information that AI search tools are more likely to cite when answering user queries.

2026 AIO tip: Use clear, factual language with defined figures (e.g. “reduced onboarding time by 40%”) rather than vague claims. AI systems are trained to surface precise, authoritative answers. Proprietary data and original research are now a measurable differentiator – content with specific stats earns more citations and backlinks.

If your case study includes a quote or testimonial from a satisfied client, give it the spotlight it deserves. A well-designed graphic featuring the quote, the person’s name, job title, and headshot builds immediate credibility.

For even greater impact, arrange a short 30-second video clip of the client speaking directly to camera. Authentic user-generated and customer-generated content is increasingly favoured by both social algorithms and AI search systems, which are becoming more attuned to real-world reputation signals.

LinkedIn tip: Tag the individual and their company in your post and encourage them to like, comment, and share. Algorithm engagement signals remain powerful and the visibility boost from a well-connected mention can be significant.

3. Produce a short-form video or animation

Technical case studies describing a process, solution, or service often translate extremely well into video. A 30–60 second explainer or animation doesn’t need to cover everything – focusing on one clear outcome or insight is often more effective than trying to summarise it all.

YouTube is now the second-largest search engine after Google and an increasingly important source of AI citations. Publishing video content there (with keyword-optimised titles, descriptions, and tags) extends your reach and increases your chances of appearing in both traditional search results and AI-generated answers.

Format tip for LinkedIn: Square video with subtitles continues to outperform other formats. With the majority of social video consumed on mobile with sound off, subtitles are no longer optional.

4. Build a presentation deck

Distil your case study into a concise slide deck. Include five to eight slides covering the challenge, approach, results, and key takeaway. This gives you a polished, ready-to-use asset for client pitches, industry events, and internal presentations.

LinkedIn distribution tip: Save your deck as a PDF and share it as a LinkedIn document post. The platform’s algorithm has consistently given strong organic reach to PDF carousel posts, making this one of the highest-engagement formats available without paid spend.

5. Optimise for AI search and answer engines (AIO/GEO)

You content strategy now has to consider AI.

AI Overviews, ChatGPT Search, Perplexity, and Google’s AI Mode are now answering questions directly – pulling from sources they deem authoritative, well-structured, and clearly written. To ensure your case study content is cited and surfaced by these systems:

Add an FAQ section to the case study page on your website. Question-and-answer formatting is one of the most consistently cited structures in AI search outputs.
Use schema markup (FAQPage, Article, Organisation) so AI crawlers can easily interpret your content’s purpose and context.
Write for intent, not just keywords. Think about the specific questions your audience is asking AI tools and make sure your content answers them clearly and directly.
Build brand authority. AI models increasingly rely on entity recognition and reputation signals. The more your brand is referenced, linked to, and discussed across reputable sources, the more likely it is to appear in AI-generated answers.

6. Pitch to trade and industry publications

Could your case study form the basis of a feature article, thought leadership piece, or contributed post in an industry publication? Media coverage extends your reach to a new audience and, importantly, generates high-quality backlinks that strengthen your domain authority.

External citations on reputable sites don’t just improve traditional SEO rankings – they also signal to AI systems that your brand is a trusted source worth referencing.

7. Activate your email database

Email marketing remains one of the highest-ROI content distribution channels available but it is often underused for longer-form content like case studies.

Send the case study to your email database with a brief, benefit-led introduction. If you have a particularly high value piece of content then consider updating your email signature to include a banner linking to the piece. Every email sent is a low-effort distribution touchpoint that costs nothing and keeps being pushed out – you never know when it might spark someone’s interest.

Your infographic, client testimonial graphic, video, and animation can all be repurposed as paid advertising creative on LinkedIn, Meta, and other platforms. Paid distribution amplifies your organic efforts and allows you to reach precisely defined audiences.

LinkedIn in particular offers granular B2B targeting options. Even modest budgets can generate meaningful reach when paired with compelling, high-quality creative. However, it’s important to note that one off campaigns rarely get the results you want. A 3 month + campaign strategy is a far more valuable approach.

The 2026 content mindset: Create once, distribute everywhere

In a world drowning in content, the most effective content strategies are not about publishing more, they are about quality content, distributed with intent.

By repurposing one piece of content across multiple formats and channels, you:

Maximise the return on your content investment
Reach audiences across different platforms and discovery behaviours
Increase your visibility in both traditional search and AI-generated answers
Extend the lifespan of a single asset across monthly and annual content plans

The businesses gaining ground right now are those building content that is clear, structured and authoritative. Focus on quality and distribution.

Create great content – and make it work harder.

Make It BRIEF: Avoiding sht in = sht out, with AI

Posted on mars 27, 2026mars 27, 2026 by Emma Tesdal

Improve AI outputs by treating prompts like creative briefs

We all know by now that AI isn’t a magic button – it’s perfectly capable of creating sh*t! But like it or loathe it, AI is here to stay.

We’ve been experimenting with AI across content, strategy and creative work. Generative AI tools like ChatGPT, Claude and Perplexity can produce text, images and ideas at lightning speed. But the quality of the output depends entirely on the quality of the input.

Used well, it can speed up research, generate ideas and help structure content. Used poorly, it produces generic noise. One thing that’s clear: the quality of the output often comes down to the brief behind the prompt. If the instructions are vague, the response will be too.

AI doesn’t automatically understand your brand, your audience or your goals. Just like a new employee, you need to onboard it and provide a clear brief.

Feed the beast

AI is hungry for information. The more relevant context you provide, the more useful the response will be. Just like in marketing and communications, success starts with a strong brief.

The clearer the input, the better the output. Before prompting, it can help to upload reference materials like:

Brand guidelines

Target audience insights

Market context

Previous content or campaigns

BRIEF your prompt

One of the easiest ways to improve AI output is to think of your prompt as a creative brief.

A simple framework to follow is BRIEF:

Background
What’s the context? Where will the content appear and why are you creating it?

Reader
Who is the audience? Be specific about their role, knowledge level and interests.

Intent
What do you want the content to achieve? Inform, persuade, educate or inspire action.

Expression
What tone or brand voice should the content follow?

Format
What are the practical constraints? Think channel, word count, structure or platform.

Example prompt text:

I’m going to write a [type of content] for [channel].
Here’s the context:
Target audience: [detailed description]
Product/service: [what you’re selling + key benefits]
Brand: [your tone and positioning]
Competitors: [how you stand out]
Goal: [specific action you want people to take]
Write with [specific requirements for format/length].

If at first you don’t succeed, try, try, try again

One of the biggest mistakes people make with AI is treating the first response as the final one. Think of it as a conversation. Ask for variations. Change the tone. Request shorter versions, alternative angles or different structures.

It’s also worth remembering that AI is designed to be helpful. In practice, this means it will often agree with your ideas. The most valuable results come when you challenge the output, refine the brief and keep iterating.

A designer’s perspective

Our designer puts it like this:

“AI isn’t a magic button. It works best when you treat it like a creative brief. When you move past generic buzzwords and start describing real-world context or clear objectives, the output stops looking like a default response and starts looking like something a human intended to create.”

Used well, AI can also remove some of the more cumbersome parts of the creative process -organising ideas, testing concepts or drafting early versions. Think of it like sketching before drawing. It helps you reach the interesting part of the project faster.

Humans still in the driving seat

Despite its benefits, AI doesn’t understand emotion, timing, cultural nuance or brand instinct. It can’t challenge strategy, interpret subtle messaging or make judgement calls. That’s where human expertise still matters.

The real value of AI isn’t replacing creativity – it’s amplifying it. Used as a sparring partner, it helps teams move faster while keeping the thinking, direction and craft firmly in human hands.

If you’re looking for help shaping clearer messaging, stronger storytelling or smarter content strategy, get in touch with the team at Project Neon.

When Marketing takes a seat at the table

Posted on februar 16, 2026februar 17, 2026 by Emma Tesdal

Morning Focus with Anette Veidung, CMO at Interwell

“It’s only when marketing is strategic and not just tactical, it becomes a source and an amplifier of sales and growth. That’s why it belongs in the C-suite.”

This was the topic Anette Veidung, CMO at Interwell, had everyone chewing over at our first Morning Focus event of 2026.

Speaking candidly about her impressive, international career spanning beauty, biotech, green tech and oil and gas, Anette shared how marketing only creates real value when it’s treated as an essential commercial function – not a support act. And whilst industries, distribution channels and customers have changed over the years, the red thread guiding her work has always been deeply rooted in strategy.

“Strategic marketing decides who gets remembered, trusted and earns the dollars.”

Anette Veidung at Project Neon Morning Focus

B2B marketing strategy

At its core, marketing strategy answers the big questions: How do we differentiate? How do we position ourselves in the customer’s mind? How do we build brand equity? And how do we create alignment?

“Without alignment, you end up with scattered arrows — some might hit the target, but most will fall to the ground.”

One of Anette’s most compelling examples to illustrate this came from a major rebrand in the oil and gas sector – a move shaped around three key principles: be relevant, be attractive and stop hiding. This wasn’t just about modernising visuals, but about uniting multiple business units, clarifying positioning and future-proofing the company for a changing energy landscape. The result? Stronger perceived quality, clearer differentiation and a brand that employees and customers could recognise and rally behind.

Set up for success

But influence doesn’t come from branding alone. Anette explained how marketers build credibility internally by understanding sales, being commercially fluent and tying marketing activity directly to business outcomes.

“If you don’t understand how the money is made – or lost – you can’t expect marketing to influence strategy.”

The conversation resonated because it was honest. About ambition. About burnout. About the tension between purpose and profession. And about the reality that stepping into strategic influence often means educating on marketing at leadership level, pushing for clear value propositions and challenging the status quo.

As the discussion drew to a close, one thing was clear: marketing doesn’t become strategic by title alone. It earns that position through speaking up, asking for influence and claiming strategic space deliberately, rather than waiting to be invited to the table. And judging by the conversations that ensued, hopefully more marketers now feel encouraged to pull up a chair.

Learn more about our events here and follow us on LinkedIn for updates on the next one

Getting your company PR-ready for 2026

Posted on januar 29, 2026januar 29, 2026 by Cathrine Pierce

As 2026 gets underway, many communications teams are opening their planning tools and thinking, “we should really look at that… soon.”

Resetting your PR strategy for 2026 doesn’t have to turn into a three-month internal project. With a few focused steps, you can move into the year with clearer insight, sharper priorities, and a PR plan that actually reflects where the business is heading.

1. Review your 2025 PR performance

Start with a clear picture of how your company showed up in 2025.

Review:

Share of voice in your core markets versus competitors
Tone of coverage (supportive, neutral, critical)
Key themes and messages: did the stories you wanted to tell actually land?
Geography and outlets: where did you gain the most traction?
Spokespeople: leadership, technical experts, partners

This kind of overview makes it much easier to align PR activity with wider business strategy, something we prioritise in every PR audit and strategy we run for clients.

2. Look beyond traditional media coverage

Your reputation is shaped far beyond press articles.

In many industries, the conversations that really influence perception now happen through:

Podcasts and webinar panels
Conference stages and technical forums
Short-form video and explainers on LinkedIn
Local and industry networking formats

This includes initiatives like our Neon Nights and Morning Focus series in Stavanger, where marketing and communications professionals share ideas face-to-face, often generating just as much impact as traditional coverage.

3. Turn your website and press room into an AI-ready PR hub

By 2026, a growing share of professionals are asking questions via AI tools, not traditional search engines. Those tools summarise answers before showing links – and they rely heavily on sources that demonstrate clear, structured expertise.

For PR teams, this means your website and online press room need to work harder.

Focus on:

Updating your company boilerplate to reflect your 2026 strategy (not your 2019 org chart)
Refreshing leadership bios with current roles, markets and priorities
Making press assets easy to reuse: logos, images and fact sheets in one place
Structuring content with clear headings, summaries and FAQs so journalists and AI tools can quickly understand and quote you

The goal is simple: when someone – human or machine – asks “who can I trust on this topic?”, your official channels should appear first.

4. Build a simple PR calendar for 2026

You don’t need a complex system. Start with a single page that captures what you already know is coming this year:

Product launches, field trials or major project milestones
Financial results, ESG or sustainability reporting
Exhibitions and conferences (from ONS 2026 to niche geothermal or offshore events)
Internal milestones worth sharing externally, major hires, anniversaries, office moves

From our event and PR work, we see the strongest results when PR, marketing and sales align early around the same milestones.

Even a rough calendar gives you time to shape stories – not just announce them – and reduces last-minute scrambles when an important date suddenly appears “next week”.

5. Clean up media monitoring and alerts

Most communications teams aren’t short on information, they’re short on relevant information.

Early in 2026, take an hour to:

Refine keyword lists around real priorities (markets, technologies, competitors, partners)
Reset alert levels — weekly digests for most topics, instant alerts only for critical issues
Segment coverage into usable views (investor-relevant, customer-relevant, talent-relevant)

When we built weekly media intelligence for FourPhase, the goal wasn’t more news. It was insight that “read like a colleague who understands our deals”, something the team could act on every Monday.

6. Make your PR content easy to find and aesy to cite

If you want journalists, analysts and AI assistants to reference your company, your content needs to behave like a reliable source.

We’ve seen this work first-hand. For clients like FourPhase, building a library of specialist, well-structured insights has made their content easier for both engineers and AI tools to quote and reuse.

Here, depth beats volume. A small number of evergreen pieces that people bookmark and return to will do far more for your reputation than a steady stream of thin updates.

7. Set clear, simple PR goals for 2026

Once you’ve reviewed 2025, define a small set of PR measures that actually matter internally.

This might include:

Visibility of experts (quotes, op-eds, speaking slots)
Engagement with key insight content
Website traffic or enquiries generated from PR activity

The aim is to show how PR supports business strategy, not just how many headlines you generated. This is the same approach we take when running marketing and PR audits for new clients.

In Summary: a practical PR reset for 2026

A short PR “new-year reset” can give you:

A shared, fact-based view of your reputation after 2025
A website and press room that support journalists and AI tools
A realistic PR calendar for the rest of 2026
Media monitoring that cuts through noise
Clear, meaningful measures everyone understands

Planning your marketing for 2026: a practical guide

Posted on januar 29, 2026januar 30, 2026 by Laura Lewis

It’s a new year!

Amid year-end deadlines and project wrap-ups, marketing planning often gets pushed to January.

Well, it’s January now.

To ensure marketing supports growth in 2026, you must plan before the year slips away.

If you need a clear plan, here’s our guide to creating a proactive marketing strategy for 2026. It’s practical, structured, and designed to maximize your year ahead.

Start with Business Goals

Before diving into campaigns or content, connect marketing to the larger strategy.

What are the company’s goals for 2026?

Revenue targets
New markets
Operational changes
Internal priorities

Are any big-picture changes needed?

Updated positioning
A refreshed brand
Clearer messaging
New value propositions

What does the commercial team need?

Marketing should back tenders, agreements, key accounts, and sales pipelines—not act alone.

Any recruitment or employer branding needs?

Talent attraction is vital in energy, maritime, and technology. Marketing should support this.

Answering these questions ensures your plan is driven by purpose, not just momentum.

Audit 2025: Internally and Externally

Effective planning starts with evidence, not guesses.

Review:

Your Performance

What worked well?
What didn’t?
Did your campaigns impact the pipeline?
Where did engagement come from?
What does your website data show?
What did your sales team observe?
Did you receive client or prospect feedback?

Market & Competitors

Have competitor messages changed?
Did new players enter the market?
Are customers changing how they buy?
Are regulatory, ESG, or industry pressures affecting purchasing?
Is the market moving faster or slower than expected?

These questions turn speculation into clarity and ensure your plan reflects the actual environment.

Reassess Your Audience

Markets shift, and so do audience priorities and pressures. While your customer or job title may remain the same, their needs might not.

Consider:

Has your buyer changed?
Are new stakeholders influencing decisions?
What are their pain points for 2026?
How do they consume information?
Are your messages still relevant?

Strong marketing meets current needs, not just repeats last year’s assumptions.

Understand Your Budget Reality

Aspirations can be limitless, but budgets are not. You need a plan that fits your business reality.

Clarify:

Confirmed marketing budget
Non-negotiable expenses (tools, platforms, events)
Flexibility for campaigns or brand-building

Develop a plan for the budget you have (or can ask for) and ensure it’s achievable, not just theoretical.

Assess internal capacity and capability

Even the best plan fails without the right people, tools, and processes.

Ask:

Do you have the capacity to execute consistently?
Are your systems (CRM, CMS, analytics) suitable?
Are roles clear?
What should stay in-house, and what can be outsourced?
Where can specialist support help your team or speed up progress?

This step ensures your plan is strategic and executable.

Strengthen Your Owned Channels

Before looking outward, focus on what you control—your own channels.

Website: Does it reflect your capabilities? Is the content current? Does it support sales?
Social Media: Are your platforms active, consistent, and purposeful?
Email: Is your database clean? Are you communicating regularly?

Owned channels often deliver quick wins. In an AI-driven world, your website should serve as a credible content hub for visibility, authority, and search readiness.

Identify Opportunities Early

Visibility doesn’t happen by chance. It comes from planning ahead.

Look for:

Industry events and conferences
Speaking opportunities
Awards
Editorial calendars
Key product or company milestones
Partnerships or sponsorships

Mapping these out early gives your marketing team the lead time to create impact rather than scramble.

Build a clear, realistic content and campaign calendar

Consistency is key. Avoid the “we need to post today” rush. A calendar won’t write the content for you, but it will guide your messaging.

Your calendar should include:

Monthly themes or focus areas
Planned campaigns and deadlines
Events, milestones, and announcements
Content cadence for each channel
Ownership and responsibilities

This should be a tool for clarity, not rigidity. Stay flexible and adapt to business needs or new opportunities.

Align internal teams

A strong plan only works if everyone knows it exists.

Ensure:

Leadership agrees on priorities
Sales is aware of what’s coming and aligned
Subject-matter experts know when they’ll be needed
Everyone understands the purpose and outcomes

Effective marketing cannot happen in a vacuum. Company-wide support reduces bottlenecks and strengthens delivery.

Define How You’ll Measure Success

What does success look like? Discuss and decide upfront:

What you will measure
How often you’ll review it
Who is responsible
How insights will influence decisions

Success must be defined; otherwise, it’s just activity.

Make the Plan Usable

A marketing plan shouldn’t be a static document. It works best when it’s lived, used, and updated.

Create a framework that:

Helps you prioritize what matters
Aligns activities with business goals
Creates sustained momentum instead of reactive bursts
Provides structure while allowing creativity and adaptability

To make your 2026 marketing effective, not just busy, this is where it starts.

A Final Thought

January shouldn’t be spent debating whether to plan. It should be about putting a clear, agreed plan into action.

A solid plan gives you momentum from day one and keeps marketing aligned with business needs.

If you want support in shaping a structured, commercially aligned plan for 2026, we’re here to help.

Reach out, and let’s set your marketing up for its best year yet.

LinkedIn Algorithm 2026: how Brew 360 is redefining what works (and what doesn’t)

Posted on januar 22, 2026januar 26, 2026 by Valentina Casasola

In 2026, LinkedIn’s content ecosystem looks very different. The old “algorithm” that once rewarded posting frequency, timing hacks, and superficial engagement has been replaced by something much smarter, an AI-powered recommendation and visibility system called Brew 360. This shift isn’t a minor tweak. It rewires how content gets seen, who it reaches, and what actions truly drive influence on the platform.

In this article, we unpack what Brew 360 actually is, why many old tactics no longer work, and how professionals and companies should adapt their LinkedIn strategy in 2026, with practical steps backed by expert insights.

What Is LinkedIn Brew 360?

LinkedIn’s Brew 360 isn’t just another algorithm update, it’s a comprehensive AI-driven content visibility system that interprets the meaning behind what people post, who they are, and who might genuinely care about their content. Unlike the legacy model, which mostly counted likes, comments and basic engagement signals, Brew 360 understands context, language, and professional relevance.

Under this system:

Content is evaluated for semantic relevance, not surface-level metrics
The system learns from your historical activity and expertise signals
Visibility is personalized, not everyone gets the same treatment
Engagement quality (e.g., saves and thoughtful comments) matters more than quantity of reactions

In short, Brew 360 reads like a human editor, prioritizing clarity, relevance, and real value over tricks and shortcuts.

Why traditional LinkedIn tactics no longer work

Many professionals have noticed that impressions and reach are down, even for high-quality content. But this isn’t because LinkedIn is broken. It’s intentional. Brew 360 shows fewer posts to smaller but more targeted audiences, rewarding content that genuinely serves the right people.

Here’s what has changed:

Engagement and hacks are dead. Games like tagging long lists of people, posting at “magic” times, chasing likes, or using engagement pods are now actively detected and deprioritized. Brew 360 reduces visibility for content that feels forced or off-topic
Frequency doesn’t mean visiblity. Posting constantly no longer increases reach. Instead, the system favors focused consistency over sporadic bursts of volume. Quality is now the central signal.
Hashtags no longer influence content distribution. LinkedIn now identifies recurring themes across your posts to understand what you consistently talk about and who should see your content. Profiles and companies that focus on two or three defined areas of expertise achieve more stable and highly targeted visibility.

How Brew 360 actually works (behind the scenes)

According to LinkedIn experts and real user experience. reads more than your post. It examines:

Your profile information (headline, About, experience)
Historical posting patterns
What you engage with
Comment quality and conversation depth
Which audiences find your content valuable
Consistency shapes credibility

Posting tightly around 2–3 core topics helps Brew 360 understand your niche. This thematic consistency leads to more stable and relevant reach.

AI-generated or templated writing is penalized

Because the system detects patterns, generic or template-style content gets less visibility. Authentic, human language wins.

Saves and thoughtful engagement are high-value signals

When people save a post or engage with a meaningful comment, LinkedIn interprets that as long-term value. These signals significantly boost visibility and longevity in the feed

What this means for individuals

Under Brew 360, your LinkedIn strategy should shift from gaming visibility to building credibility and value. To succeed:

Engage in your niche consistently: likes and replies in your field signal relevance.
Align your content with your professional identity: make sure your headline, About section, and posts tell a cohesive story.
Focus on fewer, higher-impact posts:1–2 thoughtful posts per week beat daily shallow broadcasting.
Write clearly and teach something useful: explanations, frameworks, and lessons outperform generic observations.
Encourage thoughtful discussion: questions and reflections that spark real comments matter more than surface reactions.

What this means for companies

Company pages are especially impacted. Organic reach has declined because Brew 360 now prioritizes relevance at scale over broad visibility. To adapt:

Define your focus clearly: your company description and tagline are now key signals.
Create audience-specific posts: avoid generic updates for everyone; target content by sector or role.
Use visuals to clarify, not bait: charts and carousels perform best when they illuminate insights.
Leverage employee advocacy: early, thoughtful comments from internal experts amplify reach and credibility.
Invest in a proper Paid Advertising strategy to pair with organic publications
Organic visibility can still work, but it works differently: through relevance, precision, and coordinated engagement.

Seven strategic shifts you can apply now

Here’s a concise action plan based on expert insights from LinkedIn strategists:

Refine your professional narrative: make your expertise crystal clear in your profile and posts.
Pick 2–3 core topics and post consistently around them.
Write for clarity, not cleverness: avoid AI templates and buzzwords.
Encourage real discussions: questions that require thought signal value to the algorithm.
Focus on saves and long-term utility: craft posts people will want to bookmark.
Coordinate employee engagement thought-leading comments matter more than generic replies.
Pair organic content with LinkedIn Advertising for scale and frequency control

For professionals and brands who adapt early, Brew 360 offers a significant competitive advantage. For those relying on outdated tactics, visibility will continue to fall.

Want help mastering this new landscape? Stay tuned for our Project Neon guides on advanced LinkedIn strategy or contact us for a tailored audit.

TWENTY ONE!

Posted on desember 18, 2025desember 18, 2025 by Cathrine Pierce

The big wins are easy to see, but often, it’s the small things that matter most.

To celebrate the small things, we’ve picked our top moments from 2025 – giving us twenty-one little wins that shaped our year.

Because the small things add up – and they’re often the ones that tend to leave a lasting mark.

Summer party

Our 2025 summer party will live long in the memory. A luxurious boat cruise to the beautiful Lysefjord, complete with great company, food, beverages – and an obligatory dip in the fjord. Oh, and the weather was glorious. Stavanger at its very best! – Sven

Our office views

For those of you who have been inside our office, I’m sure you’ll agree that scoring the desk by the window is a win! Being able to breathe in the fresh ocean air and seeing the life of our small city buzzing throughout the day is my creativity booster. Combining that with Sven’s music and dry humour, Valentina’s laughter and Laura’s positive energy is the perfect formula for great days in the office throughout 2025. – Cathrine

TCO website

2025 was the year we delivered a brand new website for TCO. They now have a digital presence that matches their capabilities, supports commercial objectives, and strengthens their position in a competitive global market. – Sven

Mission Impossible campaign for Izomax

One of my standout professional moments at PN was leading the Mission Impossible campaign for Izomax. What made this especially meaningful was finding a client in the oil & gas space who had the courage to do something genuinely bold – a rarity in a traditionally conservative category. Collaborating with Moxie to bring the concept to life was incredibly rewarding, and the creative partnership pushed the work to a level I’m truly proud of. While budget constraints meant we couldn’t execute the full rollout as envisioned, the experience reinforced the value of brave clients and ambitious ideas, even within challenging industry contexts. – Valentina

Seeing our work out there

This isn’t something that can be attributed to 2025 alone, but it is something I love year on year – seeing our work in “real life”. Whether it’s driving past the Ocean Installer office and seeing the logo on their building, or strolling through an exhibition and getting eyes on a stand we designed. There’s true satisfaction when we see our work delivering as required. – Joe

International Propeller Club of Norway

Supporting IPC Norway as they established themselves in Norway has been a privilege and joy! The people behind the scenes are incredibly passionate, and we’ve truly enjoyed being their communication partner this year. A highlight was hosting them at our last Morning Focus event of 2025. – Cathrine

Practising what we preach

From consistent LinkedIn posts, regular website blog articles, launching our monthly newsletter to securing press opportunities for ourselves! The team have taken the challenge of boosting our own communication and smashed it! There’s always more to be done… but that’s what next year is for!!
– Laura

Breaking even

Given my role, my eyes are always on the numbers and reaching break-even each year is a quiet but meaningful milestone. It’s a testament to the hard work done by the wider team and gives us confidence in the operational decisions made along the way. – Stephane

Developing the FOX Subsea website

Often part of our role is to help a company enhance and evolve their visual identity, but in this instance, FOX had a strong and distinctive brand… it just hadn’t been brought to life digitally. Taking inspiration from their exhibition stands, it was satisfying to align their digital presence with their physical one. A new website which fully reflected the strong identify they’d already created. – Joe

Working with Pio

For a few months this year I’ve worked full-time as a consultant at Pio, focusing on creating content for their marketing team. While I’ve missed the office, it’s been really nice to dive deep into one product.
– Catarina

Reelwell milestone

Our long-standing client, Reelwell, signed a landmark contract with Vår Energi at the start of the year – marking the start of a multi-year deployment of their game changing DualLink technology on the North Sea. It was great to help communicate this to the industry, through press releases, photos and videos.
– Sven

Laughter in the office

Maybe this is cheating, as it’s not one moment (!), but hearing laughter across our office is always something that makes me smile. Bringing together a team that works well together and gets on well is not always easy or achievable. But this year, this team has jelled both professionally and personally. A solid team that’s been a pleasure to work with. – Laura

Keystone customer testimonials video series

The Keystone customer testimonials video series was a deeply collaborative project, built for the client and with the client. It stood out as a moment where trust, co-creation, and strategic storytelling came together seamlessly. Working closely with the client ensured authenticity at every stage (from concept to execution) resulting in content that felt credible, human, and commercially effective. This project highlighted the power of partnership-driven work and remains a benchmark for how I approach client collaboration. – Valentina

The weekly check-in

One hour each week to take stock, share updates and plan what’s next. Nothing flashy, just a practical, productive and scheduled time in the week that is vital to keeping everyone aligned. Over the year, those small moments of structure make a big difference. – Stephane

FourPhase media

Calling Shell’s office in Trinidad and Tobago is not something we do daily. But for our clients we are more than happy to defy time zones and country codes. Especially when it results in a sign-off for FourPhase’s press release that later turned into several pieces of media coverage in top tier international news outlets.– Cathrine

Global Maritime – Custom Build for Offshore Wind Exhibition (London)

Collaborating with Joe and Full Circle on our first fully custom-built stand for Global Maritime at the GOW in London was another great moment. It marked a full end-to-end delivery (from strategic thinking through to physical execution) for a high-profile international event (Global offshore wind). Seeing the concept come to life on the exhibition floor, and witnessing the client’s response, was incredibly fulfilling and set a new standard for what we could deliver as a team. – Valentina

Feedback

Whether it’s a comment from a client, someone attending one of our events, or a message from a contact in the industry, feedback always lands with me. Not because it’s flattering (which it can be too! 😆), but because it confirms that the work is seen and resonating with people. A small but important signal that we’re doing something right. – Laura

Morning Focus

2025 was the year we jazzed up our popular Neon Nights event by adding a morning event for the early birds. So if you think coffee and presentations by industry frontrunners is the perfect start to the day, make sure you pencil in our next Morning Focus event on February 11th, 2026.

Media intelligence

Working with PR means I live and breathe news, so I loved putting together a new media product for our clients this year. It’s called media intelligence, and it offers a tailored round-up of industry and company specific news once a week. This helps the executive and business development teams stay up to date with the latest movings and shakings, and come prepared with all the latest updates to client meetings. – Cathrine

Julebord!

Nights out with the Project Neon team are always a highlight, but the Julebord (Christmas party) this year was spectacular. The views, the food, the company… stunning! As a remote member of team I’m always struck with how beautiful the city is at Christmas time. Strolling along the cobble streets, with the Christmas lights is always a highlight of the year for me and a great kick-off to Christmas. – Joe

Ending the year without panic

All businesses have ups and downs; Project Neon is no different. But this year I feel we’re ending the year with the business in full control – not always the case in an agency-style business. While we don’t know what 2026 has in store, the current sense of steadiness is something to be acknowledged and valued. – Stephane