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SEO in 2026: why ranking on Google is no longer enough

Posted on mai 20, 2026mai 21, 2026 by Valentina Casasola

For almost two decades, SEO followed a relatively simple logic:

Rank higher. Get clicks. Generate traffic.

That model is now changing faster than most companies realize. In 2026, users increasingly interact with AI-generated answers before they ever reach a website. They ask ChatGPT for recommendations. They read Google AI Overviews instead of scrolling through ten blue links. They compare suppliers through Perplexity summaries. They rely on conversational interfaces to filter information for them.

Search is becoming an answer layer. And that changes what visibility means. Today, a company can influence a buying decision without generating a single click. That’s why the conversation around SEO has expanded into something new: AEO, Answer Engine Optimization.

While this may seem like an extension of buzzwords, the key point is: this is not the death of SEO – it’s the evolution of visibility. The brands that will win in the next few years are not the ones chasing algorithms. They are the ones becoming trusted sources inside AI-generated conversations

From Search Engines to Answer Engines

Traditional search worked like a directory. Users searched. Google displayed pages. Users clicked.

AI-powered search behaves differently. Today, platforms increasingly blend information instead of simply listing it. The user experience now looks more like this:

Question → AI selects sources to inform the response AI-generated answer → user given source references

This shift is already visible across platforms such as Google AI Overviews, ChatGPT browsing experiences, Perplexity AI, Microsoft Copilot and voice assistants. In many cases, users receive enough information directly in the interface that they don’t need to visit any websites. That phenomenon is often referred to as “zero-click search.”

But zero-click does not mean zero influence. It simply means visibility happens earlier.

What Is AEO, really?

Answer Engine Optimization (AEO) is the practice of optimizing content so AI systems can:

understand it
extract it
trust it
summarize it
cite it
recommend it

Traditional SEO focused on ranking pages. AEO focuses on becoming part of the answer itself. That distinction matters. Because AI systems do not evaluate content exactly like search engines did.

They prioritize:

clarity
semantic relevance
structure
topical authority
consistency across sources
trustworthiness

In other words:

The internet is shifting from a “ranking economy” to a “reference economy.” In many ways, this mirrors what happened with LinkedIn’s Brew 360 update. Content visibility is becoming less dependent on isolated keywords and more dependent on semantic relevance, topical consistency, and perceived authority within a subject area.

Why visibility and search behaviour are changing in B2B

For years, traffic was the default way to measure SEO success. More clicks meant more visibility. In 2026, that relationship is becoming far less direct, especially in B2B.

Decision-makers increasingly use AI systems during supplier research, market comparisons, strategic planning, and technical evaluations. Instead of searching isolated keywords, they ask conversational questions and rely on AI-generated summaries to filter information before exploring further.

That means a company may influence a buying decision long before a website visit ever happens.

A user might discover your framework inside an AI summary, reference your explanation internally, or shortlist your solution based on how your expertise was surfaced across search and answer engines, even without appearing in traditional analytics.

This is why traffic alone is no longer the core metric to measure visibility.

A successful outcome has transitioned from:
“Did they click?”

To:
“Did we shape the conversation before the click happened?”

Because in modern search, influence increasingly starts earlier in the decision journey and often outside the website itself.

The new reality: SEO and AEO are not opposites

One of the biggest misconceptions right now is that AEO replaces SEO. It doesn’t. Strong AEO still depends on strong SEO foundations.

Without:

crawlable content
technical health
topical authority
internal linking
site structure
credible brand signals

AI systems have nothing reliable to reference. SEO remains the infrastructure. AEO becomes the visibility layer built on top of it. The companies performing best today are the ones who are combining both.

At Project Neon, we believe core content principles still apply. But they have now taken on extended meanings in this context:

1. Visibility: Your content is discoverable in traditional search (ranking).

2. Credibility: Your ideas surface inside AI summaries, snippets, and assistant responses.

3.Authority: Your explanation becomes the version people remember and repeat.

Traditional SEO focused heavily on the first layer. The best strategy for companies today, is to try and own all three.

Why original thinking matters more than ever now

One of the most important shifts in 2026 is this: generic content is becoming invisible. AI systems are already saturated with recycled articles saying the same thing. If everyone publishes identical “Top 10 SEO Tips” content, AI has no reason to prioritize one source over another.

Original thinking is becoming the real differentiator. As AI-generated content floods the internet with repetitive information, visibility increasingly shifts toward sources offering genuine perspective, through unique frameworks, expert insights, first-hand experience, and real-world case studies.

In practice, this means companies need fewer low-value articles and more high-quality knowledge assets.

people digital strategy meeting at Project Neon office

How SEO strategy needs to change in 2026

The biggest shift happening in SEO is not only technical, it’s behavioural. Users are no longer searching only through keywords. They are asking more complex, conversational questions and increasingly relying on AI systems to filter, summarize, and interpret information for them. That means modern optimization is becoming less about matching exact search terms and more about understanding intent, context, and decision stages.

The best-performing content today is the content that genuinely helps users understand something, not just find something.

At the same time, AI-powered search systems are changing how content gets evaluated. Structure, clarity, and topical depth matter more than ever. Content that is easy to interpret, summarize, and reference is significantly more likely to surface across AI-generated responses.

This is also why isolated blog posts are becoming less effective. Search engines and answer engines increasingly reward brands that demonstrate consistent expertise across an entire topic ecosystem. Authority is now cumulative: depth, consistency, and connected knowledge matter more than publishing volume alone.

And perhaps most importantly, the rise of AI generated content is making generic content increasingly invisible and low in value. Today, a unique perspective and memorable thinking becomes one of the strongest visibility advantages a brand can have.

What you can stop worrying about

One thing worth clarifying: not everything being discussed online about AEO is actually necessary.

In a guide published on 15 May 2026, Google Search Central was explicit on this. You don’t need to create llms.txt files or special AI markup. You don’t need to “chunk” your content into fragments for AI to process it better. And you don’t need to rewrite your content specifically for AI systems, they’re built to understand context and meaning, not just exact keywords.

The fundamentals haven’t changed. What has changed is the bar for quality. You can read Google’s full guidance here.

Visibility is becoming harder to measure and to understand

One of the biggest challenges with AI-driven search is that visibility increasingly happens outside traditional analytics.

A company may influence a buying decision long before a user ever visits the website. As AI systems become more involved in research and comparison processes, the customer journey becomes less linear and far less measurable through traffic alone.

That is why traditional SEO reporting is no longer enough on its own.

Modern visibility strategies need to look beyond clicks and begin considering broader signals of influence: branded search growth, topic ownership, presence across AI-generated answers, assisted conversions, and overall authority within a category. Because the real impact of AEO goes beyond technology, it reflects a broader shift in how people discover and evaluate information.

That’s why people are increasingly outsourcing research, filtering, and interpretation to AI systems. Search engines used to help users find information. Answer engines increasingly help users understand it. As a result, brands are no longer competing only for attention. They are competing for trust. And trust is built through clarity, consistency, expertise, and original thinking.

Final thoughts: SEO is not disappearing. But its role is evolving.

Ultimately in 2026, visibility is no longer just about ranking first on Google. It is about becoming part of the answers shaping decisions across AI-driven platforms. The companies that adapt fastest will not necessarily be the ones producing the most content, but the ones creating the most useful, structured, trustworthy, and referenceable knowledge.

Because in the era of AI-generated search, the goal is no longer simply to be found. It is to become the source others rely on to understand the topic in the first place.

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

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.

This is Norway – A market entry and growth guide for energy and maritime companies

Posted on november 6, 2025november 20, 2025 by Cathrine Pierce

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In 2025, Norwegian oil and gas investment has remained at high levels as operators mature new field developments and sustain drilling activity across the Norwegian continental shelf.

According to Statistics Norway, total oil and gas investments are expected to peak at around NOK 275 billion in 2025, before easing slightly to around NOK 230 billion in 2026.¹

At the same time, Norway is accelerating investment in green and efficient shipping, reinforcing maritime activity as one of the nation’s most significant export arenas.²

Government initiatives such as the UK–Norway Joint Strategic Partnership (2024) and the Green Industrial Partnership (2025) highlight Norway’s commitment to collaboration and cross-border innovation — drawing on global learning to fast-track the green transition and the path to net zero.

This blend of large-scale offshore projects, ambitious decarbonisation goals, and high public expectations for transparency makes Norway unlike any other market.
Decisions made in Oslo, Stavanger or Bergen often ripple into European energy conversations and shape the agendas of international events like Nor-Shipping and ONS.

For international energy and maritime companies, success in Norway isn’t simply about entering the market – it’s about understanding the values that shape it.

Credibility here is built on openness, technical integrity, and a clear commitment to safety and sustainability.

That’s the purpose of “This is Norway”. We’ve created this guide to help brands communicate in a way that resonates with Norwegian audiences and aligns with local expectations.

For almost 10 years we’ve been supporting international energy and maritime brands. As a Norwegian company, with an international team, we combine deep local understanding with global marketing expertise.