LinkedIn newsletters are quickly becoming one of the most powerful tools in B2B marketing. Unlike traditional email campaigns that require you to build an audience from scratch, LinkedIn offers access to a ready-made network of decision-makers who already spend time on the platform. By publishing a newsletter, you’re not just sharing content — you’re putting your brand directly into the feeds and inboxes of your most important audiences, helping your organization reach new audiences, boost brand visibility, and generate leads.
Why your organization needs a LinkedIn newsletter
Since Newsletters are a relatively new feature on LinkedIn, the platform’s algorithm prioritizes distributing them to as many people as possible, inviting members to subscribe through push and in-app notifications. This helps your newsletter attract subscribers who may be unfamiliar with your brand, as well as those who have been familiar with it for a long time.
Additionally, LinkedIn has a high domain authority score, meaning content from the site is more likely to rank high on search engine results pages (SERPs). Additionally, the platform indexes articles in Google, helping your content appear in both regular and AI/LLM search results, making it easier for people to find or learn about your organization.
The best part? You don’t need net-new content for a LinkedIn newsletter, making them simple to put together while still being an invaluable tool that helps your organization stretch its resources. Repurposing top-performing, on-message content can reiterate your messaging to potential customers, and your brand’s message becomes stickier in the minds of readers and potential prospects as a result.
Now, start writing
Once you’ve decided to create a LinkedIn newsletter for your organization, the fun begins! Here are seven best practices to consider as you dive into the development phase.
- Nail your branding: make the first impression count. The name of your newsletter is the first introduction to your newsletter and, in some cases, your organization. It needs to be unique and clearly tie back to the newsletter’s overarching theme.
- Be clear and concise. While LinkedIn allows up to 100,000 characters per newsletter, in most cases, a shorter newsletter is more effective in retaining readers’ attention.
- Utilize industry experts. Include insight from subject matter experts (SMEs) to add authenticity, boost credibility, and complement other thought leadership strategies. Be sure to tag the experts when you publish the newsletter to encourage shares.
- Post consistently. LinkedIn allows you to choose from four options: daily, weekly, biweekly, and monthly. While they don’t hold you to your desired timeline, maintaining a consistent schedule helps your subscribers know when to expect the next edition.
- Infuse your hero images with (on-brand) personality. Your logo will appear as the defining image of your newsletter, and does not need to change with each release. Your cover photo, on the other hand, should be unique to each edition. Try to avoid Clipart or other generic stock images — images with faces and people tend to resonate better with audiences.
- Capture and keep readers’ attention. Add diverse multimedia elements, including images, videos, and GIFs, throughout your newsletter to keep the content fresh and interesting for readers. Be sure to diversify your content sources, including earned and owned media, industry news, and thought leadership, to add value for readers and avoid coming off as too sales-focused.
- Control how your newsletter shows up online. With the newsletter’s built-in SEO settings, you can optimize your title and description for search engines like Google and also LLMs like ChatGPT, making it easier for people to find your organization.
A LinkedIn newsletter isn’t just another content channel — it’s a direct line to the audiences who shape buying decisions. With the right strategy, you can transform subscribers into advocates, extend the lifespan of your most valuable content, and establish trust on a larger scale.
Ready to make it happen? Let’s talk about how we can help you launch and grow a newsletter that gets noticed.
