As creators determine the best methods for sharing their unique expertise and knowledge, newsletters have grown exponentially as a favorite tool. We’re seeing this firsthand at LinkedIn: With more than 150 million newsletter subscriptions on-platform — a 4x increase year-over-year. And the popularity of newsletters makes sense. In a time when one-off posts may get lost in the social media cycle, newsletters provide a long-form, regular format for sharing insights that members can follow and easily refer back to time and time again. It is the perfect knowledge-sharing and community-building tool that builds trust with your audience.
Whether you’ve recently launched a newsletter or are interested in learning about the benefits it may offer you, I wanted to share some tips on how to reach your audience through this powerful feature.
Connect with your audience
Newsletters are a surefire way to connect and communicate with your audience. For starters, once you turn on creator mode and receive newsletter access — joining the 13M members who have done so — you can select a topic area for your newsletter. From there, your subscribers will be alerted of each new edition of your newsletter that’s released, which will help boost your engagement and reach. Newsletters are a two-way street: The more you can help your audience, the more inclined they’ll be to read and absorb your knowledge.
Pro tip: you can also highlight your newsletter in your featured section on your Profile so it’s easily accessible, and so that it highlights your top expertise for those who come searching across your Profile.
Focus on a specific topic you’re passionate about
Think strategically about this: The more you can answer the “why” behind your newsletter’s value, the more likely it will be useful to your audience. We’ve found that the most successful ones showcase your areas of expertise and provide useful, tangible tips for readers to apply to their careers or to their businesses, so pick something you’re passionate about and start writing.
The most successful creators don’t just share insights, they engage in conversations and learn from others. For inspiration, dive into the many newsletters on LinkedIn including some of my favorites like the exploration of wellness with Deepak Chopra in Reinventing Life, tips to landing your next job from LinkedIn’s own Andrew Seaman in Get Hired and practical strategies for professionals with disabilities in Neurodiversity 101.
Develop a consistent posting cadence
Establishing a regular cadence for your newsletter helps your audience anticipate when the next piece of content will be published. This drives increased engagement and learning and also holds you accountable to continue driving value and insights.
I’m really proud that my team gets the chance to create products that help creators find and use their voice, sharing all the valuable ideas to help people in their career journey. We’re always sharing more tips to help you be successful. Check out Dan Roth’s Creator Weekly on how to start a newsletter and this for step-by-step guidance and best practices.
I hope these tips empower you to use your voice through newsletters; you can follow along for creator updates and the latest tools on the LinkedIn for Creators page. I’m really looking forward to seeing all the creative ways you can share insight with your community while growing professionally yourself.
