🔁 Visibility loops: get discovered without the algorithm hangover [SAF #153]

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Hey Reader,

Last week, we talked about why evergreen content is your compounding engine — the quiet, long-term ROI play.

But even the best engine needs fuel.

This is the missing link that I see in most of my strategy sessions: my clients have the goods, but “it feels like screaming into the void” — an actual quote from a client.

Yes, retaining attention is the key that unlocks revenue. But you need to get attention first so that, you know, you have something to retain. You need new people to see your work — constantly.

Your content might be brilliant, but if no one discovers it, it’s basically a TED Talk in a locked basement.

So, how do you get your work seen without turning into a feed-addicted content zombie? We’ll talk about a discoverability and visibility strategy that doesn’t burn you out or cheapen your brand in a second.

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You don’t need to be everywhere. You just need to show up enough places that people think you are.

Have you ever watched a YouTube video, then opened Instagram only to find content from the same creator? Then again, with every other social media network you’re on until you started believing that that person creates content 24/7?

That’s a visibility loop in action.

You see content from the same people on multiple platforms because almost every algorithm is designed to keep you hooked. And if they think they found something that you’re into, they’ll keep feeding you that something.

So your goal is to build loops — circuits of presence — and let the internet algos work their magic long after you’ve logged off.

Let’s look at a few visibility loops.

Visibility loop 1: newsletter + syndication + search

If your newsletter is your main channel, as it is in my case, this is the ideal visibility loop for you. Syndication (Medium, LinkedIn articles, guest essays) is the easiest way to get extra traction for each of your newsletter issues.

My loop:

Publish the newsletter
Publish every newsletter issue as a blog post (helps with search and with having a database)
Syndicate to Medium (increases discoverability and brings in a bit of additional revenue)
Occasionally repost as LinkedIn articles or edit newsletter issues to turn into guest articles.

One newsletter issue feeds multiple loops and increases my visibility.

Content created for people already in your audience should feed visibility too.

I don’t spend too much time optimizing for search but, even so, I get ±5 clicks a day from search, just because I republish every newsletter on my website and I’ve built a sizeable library of content that ranks for niche keywords.

Search has changed immensely in the last few years. AI-generated summaries now answer lots of queries before users click. We are getting closer and closer to a zero-click world, especially with the launch of AI browsers.

These zero-click summaries are replacing the “What is X?” and “Why Y matters” queries (top-of-funnel content). The ones that survive are those layered with judgment, original data, or synthesis.

You can still get clicks for these, albeit fewer, and be quoted by AI search if your articles are structured properly.

PSA: this loop is slow—but the compounding is real.

Visibility loop 2: Social → retargeting → recognition

This loop is where the cookies and tracking play surprisingly nicely.

When someone interacts with your content on Platform A (say, LinkedIn), engagement data and cookies help other platforms infer: “This user probably likes this creator”. Meta, for instance, tracks behavior across Instagram, Facebook, and beyond.

So even if you post just a few times, your face and name can reappear in Instagram Explore, YouTube suggestions, or retargeting ads. The algorithm treats you as a relevant content source.

How to structure this loop

Drop “teaser” slices of your longer content on social (LinkedIn, X, Instagram).
Make sure those slices link back to your newsletter or site.
Repurpose high-engagement social posts into other formats (audio, slides, newsletter sections) to re-trigger the loop.
(Optional) Use paid ads to set up light retargeting flows: someone clicks your link or visits your page without subscribing or converting in any other way, you show them another snippet or a related post next week.

This loop is your recall anchor — people find you again in unexpected corners and you become a familiar face.

I like this loop because it’s backed by two strong mechanisms: familiarity breeds trust (something that’s been proven over and over again by science), AND you look like you’re inescapable in the best possible way.

The downside is that you do have to show up on multiple platforms, even if it’s just to post and ghost. However, with a sound repurposing strategy, this shouldn’t turn into a full-time job.

Visibility loop 3: Community + mentions + referrals

This is the human loop, the one algorithms can’t replicate, which makes it one of my favorites. In the past year or so, I’ve been spending a lot of time in private communities, and I LOVE IT.

I got to meet amazing people, work with them, and learn from them. More importantly, they are people I inherently trust because I know they, too, have been vetted to join the community.

How it works in practice

You answer a question in a Slack community, Discord server, or Circle community.
Someone says, “That reminds me of how Adriana frames it.”
They forward your newsletter, drop a link, or quote your phrase.
That mention leads folks into your content ecosystem (newsletter, site, etc.).
New readers might comment, subscribe, or share further.

I’ve seen this in private communities countless times, along with “if you need help with X, fellow member Y is perfect.”

Mentions in private spaces are pure gold because they bypass noise filters. While these communities are much, much smaller than social media in general, every mention or collaboration is infinitely more powerful.

Note: I’m part of three amazing communities that I’d recommend to anyone: Growth In Reverse Pro by Chenell Basilio, The Lab by Jay Clouse, and The Roost by Louis Grenier. (Not an affiliate, just an honest recommendation.)

Visibility Loop 4: Research → collaboration → authority

This is your authority + discoverability loop. It’s the hardest one, which is also why it has the highest leverage.

What it looks like

You run a small survey, client dataset, or proprietary research.
You publish it as a flagship asset.
Others reference it (articles, newsletters, podcasts).
Their citations strengthen your authority signals (backlinks, mentions).
That leads to new discovery pathways (search, social, podcast invites).

Because research isn’t easily replicated, it resists AI cannibalization.

How to kickstart it

Survey your email list or clients. Ask focused, useful questions.
Turn that into a public report, infographic, or “state of X” essay.
Offer to create guest posts based on it or send it to creators in related spaces.
Use it as lead-gen or anchor content.
Collect quotes and mentions over time.

Again, it’s far from easy but this loop builds permanence and reputation. I’m currently testing it through the Solo Business Barometer survey. I’ll let you know how it goes.

The loop of loops: visibility as infrastructure

You can choose one or more of these loops. Obviously, the more you do, the better your visibility and discoverability because none of these loops live in isolation. They reinforce each other:

A newsletter or a blog feeds your social media content
Communities can feed your collabs and your content calendar across platforms
Proprietary research fuels every other loop — and it can do so for years to come.
Social media brings people to your owned assets and is the easiest way to create loops right now.

Even when you run them with modest consistency, your visibility gets a boost. Like it or not, every company is a media company these days.

In most cases, you will have to do more than you initially estimated, especially if you’re over-reliant on a single channel or platform.

Think of visibility loops as your scaffolding

Most founders treat discovery as a funnel: top → middle → bottom. Smart founders build loops because they know buyer journeys are not linear.

Here’s what that looks like:

A podcast episode links to a newsletter issue.
The issue links to the original framework.
The framework links to your workshop.
The workshop generates new insights → turned into another podcast episode.

Each loop tightens recall, increases authority signals, and reduces dependency on any one channel, which is the ultimate way to future-proof your business.

That’s how your brand becomes findable even when you’re not publishing.

Ready to stop chasing algorithms and build visibility loops that do the heavy lifting? The Profitable Content Engine Masterclass is where I show you how to design, test, and automate these loops for your business.

You’ll also unlock Convertly Lab, the AI strategist sidekick that drafts, repurposes, and maps distribution so you don’t lose hours figuring it out.