I recently stumbled across a LinkedIn post titled “Here are the top 3 reasons to use LinkedIn content for growth.” 

While I’m usually on board with the sentiment, I found myself agreeing with the author on a "Meat Loaf" basis: 2 out of 3 ain’t bad, but that final point is a ridiculous 

Here is my take on where the common wisdom gets it right, and where it falls into the trap of wishful thinking

1. The "Brand Awareness" Fallacy

The post claimed that LinkedIn content amplifies growth funnels because "if buyers have heard about you, they’re more likely to respond."

My take: In today’s hyper-noisy digital landscape, the idea that a prospect has "heard of you" just because you post content is an utter fallacy, in fact delusional

Thinking a vague sense of familiarity will suddenly make cold outreach work is a fairy tale

Too many marketers believe in magic, but wishing on a star doesn’t pay the bills, real, targeted strategy does

2. The Moat is Human, Not Social

The second point argued that a social presence is a "competitive moat" because competitors can’t copy it

My take: This is true, but it misses the soul of the matter

A "social presence" sounds like a static asset

Your actual moat isn't a profile page; it’s your insight, trust, and relationships

People don't follow brands or “presences”, they follow people to be educated, to be helped, and because they feel a sense of "friendship" or connection

3. Engagement: Quality Over Quantity

Finally, the post argued that followers and engagement aren't vanity metrics if they align with your ICP (Ideal Customer Profile)

My take: Correct, but most people are still looking at the wrong numbers

Having 100,000 impressions is worthless if those people remain anonymous ghosts in the machine

However, if I get 20 likes from the right people, I can actually engage with them

Those aren't just "likes"; those are 20 leads and an immediate pipeline

Conclusion

LinkedIn is a powerful tool, but only if you stop treating it like a megaphone and start treating it like a boardroom

If you focus on building real relationships and turning small-scale engagement into actual conversations, you’ll find the growth everyone else is just wishing for