Are you looking to expand your brand’s reach and connect with a broader audience on LinkedIn? LinkedIn newsletters offer an incredible opportunity to engage with your network in a whole new way.
In article, we’ll explore how to leverage LinkedIn newsletters effectively, from understanding their unique benefits to repurposing your existing content for maximum impact. Get ready to elevate your content marketing strategy and stay top-of-mind with your audience through the power of LinkedIn newsletters.
What is a LinkedIn Newsletter?
A newsletter is a set of regularly published articles on LinkedIn, typically about a specific topic. You can create a newsletter as yourself or as a LinkedIn Business Page.
I do want to say here…that consistency is key. When it comes to publishing your newsletter, you’ll want to pick a publishing schedule and get a system going. Make the publication about a specific topic.
Mine is about content marketing insights. Do you have an idea of what yours could be?
I’m even considering having a second newsletter to feature Live Full Work Fun interviews. I’m working through how I’d like to angle that strategy.
Why even bother with a LinkedIn Newsletter? Let’s explore some of the advantages of incorporating newsletters into your LinkedIn content mix.
Reach is Different
Engagement and reach for posts vs newsletters are very different.
Because newsletters are technically a separate publication from your profile, people can subscribe to your newsletter because they are interested in the specific topic, not necessarily even knowing who you are. You may have a few hundred or thousands of followers to your profile, but your followers to your newsletter could be a very different mix of individuals. Some same people, some different…and you could even have many more subscribers to your newsletter than your profile.
Newsletters Hit the Feed AND Inbox
This is a huge advantage and one of my favorite features of the use of LinkedIn newsletters.
You see, the reality is that only 16.2% of LinkedIn users are active on a daily basis. And a post’s lifespan only is realistically about 24 hours. So given the fact that there’s a low percentage of daily users, after about 24-48 hours, people will have to dig through your content on your profile to see your stuff.
That’s not to discourage you from making posts. LinkedIn as a platform is a bit more formal and “quiet.” Quiet meaning people tend to read through, but not necessarily very “chatty” with comments.
So, repurposing that content into the form of a newsletter, you get 2 for the price of 1 so to speak. It goes into the feed, but also the whole article is shared in the LinkedIn subscribers email inbox. They don’t have to log into LinkedIn to see your content.
Most people may not be in LinkedIn every day, but you know what…most people check their email daily. Again…this is my favorite advantage because it automatically hits both the feed and inbox.
Show Your Authority and Build Trust
Before taking the leap of faith and doing business with you, your prospect needs to believe that you are the one that can help them solve their problem.
You must build a level of trust and authority with them. They need to know, like and trust you.
Through sharing what you know and providing awareness that you can solve that particular problem…your niche…then you establish a level of trust.
Consistency instills a sense of trust because you’ve got the dedication to show up.
And longevity also instills trust. That steadiness that reassures prospects.
Stay Top-of-Mind
When you regularly publish AND getting into not only the feed but also inboxes, your brand is seen more. You establish a rhythm of communication that keeps your brand identity in front of your network.
LinkedIn has over one billion members. There is a huge pool of interested people out there that could see your brand.
Schedule Ahead of Time
You can save a ton of time if you plan ahead and work up your newsletter article ahead of time, then schedule it to publish according to your chosen publication schedule.
This is a fairly new feature for LinkedIn. Formally, they didn’t have a feature to schedule anything on their platform. Only posts could be scheduled using a third-party scheduler. Now you can schedule posts, articles, and newsletters natively in LinkedIn.
Although you can’t schedule your LinkedIn newsletter through the Scrivener Social scheduling platform, it’s worth the small time investment to schedule it directly on LinkedIn.
For more instructions on creating and scheduling a LinkedIn newsletter, read this article.
Repurpose Your Existing Content
If you’re already in the habit of regularly publishing an authority piece, like a blog, podcast, or video to share your knowledge, these LinkedIn newsletters don’t have to be a different message. You can share that content in the form of a newsletter to get extended reach.
Repurposing your content for LinkedIn newsletters offers several benefits. First, it maximizes the value of your existing content by exposing it to a broader audience without requiring additional content creation efforts. This approach ensures that your hard work is leveraged across multiple platforms, increasing its impact.
Second, it saves time and resources. By repurposing your blog posts, podcasts, or videos into newsletters, you streamline your content creation process. Instead of brainstorming and creating entirely new content for each platform, you adapt your existing material to fit the LinkedIn newsletter format. This allows you to maintain a consistent publishing schedule without overburdening yourself or your content team.
Repurposing content helps reinforce your key messages and branding. When your audience encounters your content in different formats across various platforms, it reinforces your authority on the topic and helps build brand recognition. Consistency in messaging is important for establishing trust and credibility with your audience.
Don’t forget that different people consume content in different ways. Some prefer reading articles, while others might enjoy listening to podcasts or watching videos. By offering your content in multiple formats, you cater to diverse preferences and increase the chances of your message resonating with a wider audience.
To effectively repurpose content for LinkedIn newsletters, consider the following steps:
- Identify Core Content: Select high-performing blog posts, podcast episodes, or video content that align with your newsletter’s theme and audience interests.
- Adapt and Optimize: Tailor the content to fit the newsletter format. This may involve summarizing key points, adding context, or reformatting text for readability.
- Add Value: Enhance the repurposed content with additional insights, updates, or exclusive information to make it valuable for your newsletter subscribers.
- Include Visuals: Incorporate relevant images, infographics, or charts to make the newsletter visually appealing and engaging.
- Call to Action: Encourage readers to engage further by including links to the original blog post, podcast episode, or video, inviting them to explore more of your content.
By strategically repurposing your existing content for LinkedIn newsletters, you not only extend your reach but also strengthen your content marketing strategy, ensuring that your valuable insights reach a wider and more engaged audience.
Conclusion
Leveraging LinkedIn newsletters can significantly boost your brand’s reach and engagement. By consistently publishing high-quality content, repurposing existing material, and utilizing the unique features of LinkedIn newsletters, you can establish authority, build trust, and stay top-of-mind with your audience. This strategic approach not only maximizes the value of your content but also ensures that you connect with a broader and more diverse audience. Start harnessing the power of LinkedIn newsletters today to elevate your content marketing efforts and achieve your business goals.