Social media platforms have become integral to our personal and professional lives. With almost 900 million members, LinkedIn has emerged as a popular marketing tool for businesses, particularly in B2B.

Not only great for making professional connections and fostering business relationships, sharing regular posts to your LinkedIn business page and personal profile can raise brand awareness and drive traffic to your website. But have you considered creating a LinkedIn newsletter for your content strategy?

LinkedIn newsletters are easy for anyone to find, read, and share, which makes them a great way to reach and engage a wider audience.

Introduction to LinkedIn Newsletters

Starting a LinkedIn newsletter is a great way to share your insights, updates, and content regularly with your network. It helps you build credibility, grow your audience, and stay top of mind with your followers, all while positioning yourself as a go-to expert in your field.

To get going, you just need a LinkedIn profile or page, admin access, and a verified email. Once you’re set up, you can keep your connections in the loop and your brand in the spotlight.

Agency Insights

Here at The Munro Agency, we’ve recently been helping one of our clients to niche down and become the go-to service provider in a specific industry sector. In a competitive space full of regulations and driven by the need to build strong relationships and partnerships, reaching this long-term goal isn’t easy. It comes with its fair share of challenges and calls for a well-thought-out, multi-layered marketing strategy.

So what’s one way we could help this client stand out to their ideal clients, spark conversations, and ultimately generate leads? Creating a LinkedIn Newsletter is one tactic we’ve deployed to drive thought leadership and build authority around topics that matter most to you and your audience. In this article, we’ll dive into how LinkedIn newsletters work and why they might be a great fit for you and your business.

What Is a LinkedIn Newsletter?

A LinkedIn Newsletter is a set of regular articles published on the platform, which allows LinkedIn users to subscribe and receive email and in-app notifications. It’s different from an individual article, providing increased visibility and engagement. It’s an amazing tool for prospecting on LinkedIn.

For example, when you post an article, it goes on your timeline, and your network may come across it when scrolling through their feed. However, with the newsletter feature, the chance of your content being seen is higher due to those notifications, which allows you to make more professional connections. Plus, as subscribers are explicitly opting in – expressing an interest in the topic and hearing what you have to say – engagement can be higher too.

Why Should I Create a LinkedIn Newsletter?

LinkedIn newsletters allow professionals to share their expertise, insights, and ideas with a broad audience. It’s a great opportunity to establish yourself as a thought leader, build your brand, and engage with your audience. As an author, you get to write about a professional topic you care about, engaging with your audience regularly.

You can start a newsletter from either your personal profile or your company page – it just depends on what you’re trying to achieve. If your goal is to build thought leadership, using your personal profile is probably the way to go. Just like traditional email newsletters, LinkedIn newsletters from your company page help you share helpful tips and resources on topics where your team really shines. To make it even more engaging, think about getting different team members involved as contributors to add variety and a personal touch.

Benefits of LinkedIn Newsletters

Benefits of LinkedIn Newsletters

We’ve already touched on some of the big overarching benefits of starting a LinkedIn newsletter, like establishing thought leadership and increasing reach. Offering exclusive content, such as detailed guides and special discounts, can help convert LinkedIn followers into email subscribers. But what about some specifics? Let’s look at a few benefits and examples.

LinkedIn newsletters allow you to engage with your audience on a deeper level. Members can subscribe to newsletters to receive timely updates about new content from authors. The subscription feature really leans into the engagement side of newsletters. When you share useful content regularly on topics people care about, your subscribers will actually look forward to your next issue.

1. Stay Top of Mind

Let’s say you are already using LinkedIn for lead generation as part of your overall sales and marketing strategy to build your network and create connections in key industry sectors. A LinkedIn newsletter is a discreet and non-salesy way to nurture those connections into more meaningful relationships.

Members can discover, read, and share your LinkedIn newsletter, increasing its visibility and engagement.

Without directly reaching out or engaging with them, you will show them your passion and expertise through the valuable content you regularly serve. In addition, by repeatedly flashing up on their radar, you subconsciously increase your know/like/trust factor so that you are top of mind when they have a problem in the future.

And when you’ve got something specific to share or offer, those prospects are already much more engaged, making them way more likely to become qualified leads and, ideally, turn into customers.

2. Drive Traffic to Your Website

As business owners and managers, we must not forget why we’re all here. To do business. To make sales. While there’s an obvious overlap on social media, where we frequently mix business and pleasure, when it comes to your content strategy, goals should be aligned with your business strategy.

If you’re putting time and effort into creating content, you want to make sure it’s helping drive conversions. That means guiding your audience toward a place where they can actually take action (usually your website). With the right setup and clear calls to action, your site can lead visitors exactly where you want them to go, whether that’s filling out a form, grabbing a free resource, making a purchase, or booking a call. Moreover, once you’ve moved your audience from socials to your website, you open up opportunities for retargeting. Promoting your newsletter on social media channels can help drive traffic to your website.

So how do you do that, and how can a LinkedIn newsletter help? Within your content, you can include links to supplementary resources on your website, and each article should also have a clear CTA at the end. What do you want them to do next? Sometimes it might be to encourage engagement (such as asking them to comment or share), and other times it may be appropriate to send them to your website.

Perhaps the simplest way to make this work for you is by repurposing existing blog posts. For example, take a blog post from your website that covers a particular topic, condense and rework the basis of the post into a newsletter, and then encourage readers to go and read the full blog post for all the juicy details.

3. Cultivate Brand Advocates

Not relevant to every business, but creating a sense of community around your brand can be powerful in building brand loyalty and cultivating brand advocates. By creating content around shared interests that resonate with your ideal audience, your newsletter can serve as a platform for your audience to connect, creating a sense of community and belonging often lacking in traditional marketing efforts.

The best newsletters focus on specific, unique topics and show up consistently—that kind of reliability gets subscribers excited for what’s coming next.

Arguably less common in B2B, that emotional connection can increase engagement, build brand loyalty, and even spark word-of-mouth buzz within your industry. When you start building a community around your content, you gain a goldmine of feedback that can shape your messaging and even influence product development.

Setting Up Your LinkedIn Presence

Before you can create a newsletter, you need to set up your LinkedIn presence. That means having a complete, up-to-date profile with a clear headline that shows off your professional brand. It’s also important to make sure your account follows LinkedIn’s community guidelines and policies, just to keep everything running smoothly.

If you have a LinkedIn Page, you can publish a newsletter from there, and if you’re using a personal profile, you can create one from that too. It all depends on where you want to build your voice. To access the creator tools section, go to the top of the homepage and click on the “Write article” button, then select “Newsletter” from the dropdown menu.

How To Start a LinkedIn Newsletter?

How To Start a LinkedIn Newsletter?

Setting up a LinkedIn Newsletter is simple. Here is a step-by-step guide on how to get started:

  1. Navigate to your LinkedIn homepage and click the “Write an article” option.
  2. Choose “Create a newsletter” from the drop-down menu.
  3. Choose a title for your newsletter and add a cover image.
  4. Write your content and add visuals such as images or videos to make it more engaging.
  5. Publish your newsletter and share it with your network.

To initiate a new newsletter edition, access the content editing area, choose the newsletter option, and follow the prompts to publish a new issue.

Tip: If you want to start a newsletter from your personal profile rather than your company page, you’ll have to first make sure your profile is set to Creator Mode.

Key Considerations for a Successful LinkedIn Newsletter

Tips for a Successful LinkedIn Newsletter

Setting up the actual newsletter is the quick and easy part. However, before you reach that stage, careful consideration should be taken to ensure you create something valuable. Managing a newsletter involves regularly writing about a specific professional topic. Here are a few key steps to help you set your newsletter up for success…

First off, your content really needs to hit the mark. Since LinkedIn members can subscribe to newsletters, it’s a great opportunity to boost both engagement and visibility. To make the most of it, focus on content that speaks directly to your audience’s professional interests; something that’s not only helpful but also easy to find and worth sharing.

Step #1: Identifying Your Target Audience

The first step in creating a successful LinkedIn newsletter is identifying your target audience. To do this, consider your niche, industry, and expertise. Who would benefit the most from your content? Once you clearly understand your target audience, crafting tailored content will be easier. Next, ensure your newsletter description is clear and concise so your target audience can immediately self-identify. From those one or two sentences, anyone should be able to tell who it is for and what to expect.

Tip: The more targeted your audience, the easier it will be to address their pains/wants/needs/desires in your content, and therefore provide value that keeps people coming back for more.

Step #2: Defining Newsletter Goals

Once you know who your target audience is, the next step is to define what you want your newsletter to achieve. For example, do you want to build brand awareness, increase website traffic, or generate leads? Once you’re clear on that, you can shape your content around those goals. In addition, being clear on your goals makes it easier to define the call-to-action (CTA) for individual articles.

Tip: Think about how your newsletter ties into your wider content strategy and business goals for the year.

Step #3: Developing a Content Strategy

Once you have defined your target audience and goals, it’s time to put together a content strategy. It should include topics your target audience is interested in and align with your goals. Your content should be engaging, informative, and easy to digest. Also, consider how often you’ll publish and what it’ll take to keep that schedule going. Staying consistent is essential if you want to keep your audience interested and coming back for more.

Do you need additional tools and processes to assist with your content production? You may, for example, want to outline a handful of content pillars or “buckets” under an overarching theme and create a content production system to ensure you cover these evenly. Related tasks, such as content planning and scheduling, are essential for a successful content strategy.

Tip: Try using a tool such as ClickUp or Notion to help you organise and plan your content.

Step #4: Crafting Engaging Subject Lines

A crucial aspect of a successful LinkedIn newsletter is crafting engaging subject lines. It’s the first thing people see, so it’s got to grab their attention and make them want to click. Keep it clear, short, and focused on what’s in it for the reader. That little line can make a big difference!

Providing updates when you publish helps keep subscribers informed and engaged with your content.

Try brain-dumping a bunch of ideas and testing them out on your colleagues first. You could even use an AI tool such as ChatGPT to spark some initial ideas.

Step #5: Writing Quality Content

Once you have a strategy and subject line, you should focus on writing quality content. Incorporating visuals like images, infographics, or diagrams can make your content more appealing to readers. You could even switch things up with different formats, like featuring interviews to keep it fresh. And don’t forget the basics: double-check for typos, make sure your grammar’s on point, and format everything so it’s easy to read.

Tip: Read your article out loud to make sure it reads and flows easily.

Step #6: Promoting Your Newsletter

Share your newsletter on social media platforms like Twitter, LinkedIn, and Facebook, and encourage your colleagues to do so too. Sharing your newsletter on social media will help you reach more people. You can also drop a link in your email signature or add it to your website to keep the visibility going.

Tip: You can also save your best articles to the featured section of your LinkedIn profile.

Designing Your Newsletter Page

When designing your newsletter page, you must fill out all the details, including the title, description, and image. Your newsletter title should be straightforward and make it clear what to expect from each edition.

Your newsletter description should give people a clear reason to click and subscribe, so let them know what’s in it for them. Don’t forget to add some relevant keywords to help it show up in search. It’s also a good idea to include a cover photo (1920 x 1080 is the recommended size). A strong visual grabs attention while breaking up the text and makes your content easier to take in.

Best Practices for Newsletter Content

If you want your newsletter to really connect, focus on a specific topic and stick with it. Consistency helps build anticipation for each new issue. Make sure your headlines are clear and interesting (no clickbait!), so you keep your readers’ trust.

To boost engagement, you can try asking questions or adding a discussion point at the end of each article to invite feedback. You should also decide on a publishing schedule you can stick to, whether that’s weekly, bi-weekly, or monthly. Use LinkedIn’s analytics tools to track your newsletter’s performance and adjust your strategy accordingly.

Collaborating with Others

Collaborating with others on your newsletter content is a great opportunity to broaden your reach and connect with new audiences. You can feature guest content from people in your industry who have their own following, and ideally, they’ll help promote the newsletter too. You can use this opportunity to build relationships and establish yourself as a thought leader in your industry.

Collaborating brings fresh perspectives to your content, keeps things interesting for your readers, and can help you grow your subscriber base. You can also promote your newsletter on other social channels, such as Twitter or Facebook, and drive traffic to your LinkedIn page or profile.

Conclusion

LinkedIn newsletters are a powerful tool for professionals (or companies) to build their brand, connect with their audience, and show up as thought leaders in their space. However, creating a successful LinkedIn newsletter that really works takes some planning, effort, and consistency.

To create an outstanding newsletter, define your target audience, set up clear goals, develop a content strategy, and focus on quality content. By following these steps and consistently sharing valuable and insightful content, you can leverage the platform to achieve your personal and professional goals.