Understanding LinkedIn Newsletters: Why You Need One for Your Marketing Strategy
Blog Post
Since its launch in 2003, LinkedIn has grown into the leading social network for professionals, boasting over 800 million users worldwide. What started as a platform for networking and job hunting has evolved into a powerful tool for businesses to build brand awareness, connect and engage with their audience, and cement their position as thought leaders. With new features continually being introduced, LinkedIn has become essential in every marketer’s toolkit.
Whether you’re a well-established professional or just starting out, LinkedIn offers unparalleled opportunities to expand your reach and build genuine connections. But in a crowded digital world, how do you make sure your message cuts through the noise? Enter LinkedIn newsletters.
What is a LinkedIn newsletter?
A LinkedIn newsletter is essentially a series of articles (editions) published on a regular basis, similar to an email newsletter, but with one key distinction: it lives on LinkedIn, enabling your entire network to subscribe. Once subscribed, followers receive notifications through both email and LinkedIn itself whenever you publish new content. This offers an advantage over the fleeting nature of social media feeds, where content may get lost in the shuffle.
LinkedIn newsletters allow you to curate content that showcases your expertise and position yourself as a thought leader in your industry. They can help create brand awareness among your current audience and attract new subscribers who are drawn to the valuable information you provide.
Think of a LinkedIn newsletter as a long-term content marketing asset. Here at Cubicle Fugitive, we leverage this asset with our very own Marketing Updates newsletter, which provides essential strategies for data analytics, design, web development, branding, marketing, and copywriting. We post monthly, and each edition is crafted to educate and inspire action, encouraging our subscribers to implement the insights gained into their own marketing strategies.
LinkedIn Articles vs. LinkedIn Newsletters
At first glance, LinkedIn articles and newsletters might seem similar, but they function differently. While articles are only discovered if someone happens to scroll through their feed, newsletters take a more proactive approach. When someone subscribes to your newsletter, they receive a notification directly—both through LinkedIn and via email—making it far more likely that your content will be read and engaged with. This increased visibility can be key to maximizing your reach and ensuring your message gets in front of the right eyes.
How to Create a LinkedIn Newsletter
If you’re ready to create your own LinkedIn newsletter, here’s a simple guide to help get you started:
- Access your company page: Log in as an admin and navigate to your company’s LinkedIn page.
- Click ‘Create’: In the left-hand column, you’ll find a blue ‘+Create’ button. Click it and select ‘Create a newsletter.’
- Enter newsletter details:
- Newsletter title: Your newsletter title (name) should be clear and unique, elicit curiosity, and align with your target audience. Extra tip: If you provide services in more than one language, make sure to check the translation(s) before you settle on a name.
- Frequency: Decide how often you’ll publish (e.g., daily, weekly, bi-weekly, or monthly).
- Description: After subscribing, your newsletter’s description is one of the first things people will see. This is your chance to hook readers, so make it informative but concise.
- Add visuals: Upload an image or logo for your newsletter (300x300 pixels is recommended).
- Create your first edition: Now, it’s time to draft your first edition. Make sure to:
- Choose a clear, compelling title.
- Add a cover image that aligns with your brand’s visual identity (recommended size: 1920x1080 pixels).
- Make sure your headlines are properly structured, descriptive, and reflect the value being provided. If possible, incorporate keywords where they fit naturally.
- Incorporate relevant images. Images are crucial for breaking up text and keeping your audience engaged. Choose visuals that resonate with your audience and complement your content.
- Include links back to your website. We recommend integrating them directly into your content or as call-to-action buttons.
From our own experience, we also recommend including:
- Preheader text: This is a brief snippet of content that appears in your subscriber’s inbox, giving them a preview of what’s inside before they even open the newsletter.
- An overview: Provide a concise summary of what the reader can expect to learn in each edition.
- A call to action: At the end of your newsletter, make sure to include a CTA that encourages users to subscribe, share, or explore your content and services further.
- A boilerplate: Include a short boilerplate about your firm and its core services, offering readers additional context and reinforcing your brand’s expertise.
So you’ve published your first LinkedIn newsletter; now what?
Once you publish your first edition, LinkedIn automatically creates a page for your newsletter. This page includes an overview of your content, your profile image, and a list of all published editions. Users don’t need to be logged in to view your newsletter, but they will need to log in to subscribe or share it.
By default, once your first edition is live, all of your followers will receive a notification inviting them to subscribe. Your newsletter will also appear in their LinkedIn feed and search results for relevant keywords, making it easy for users to discover and subscribe with just one click.
Conclusion
In today’s competitive digital landscape, cutting through the noise and delivering content that resonates with your audience is critical. LinkedIn newsletters are an excellent way to do just that, offering a direct line to your subscribers and helping you stay top of mind. Whether you’re looking to build thought leadership, generate leads, or simply stay connected to your network, leveraging this tool can make a lasting impact.
If you’re ready to add LinkedIn newsletters to your marketing mix, or you’re looking for ways to enhance your content strategy, we’re here to help. Subscribe to our Marketing Updates newsletter for more actionable insights, or visit our Digital Marketing and Content Marketing expertise pages to learn how we can help you build a stronger digital presence.