How to Start a Newsletter on LinkedIn

Welcome to this edition of The Future of Work Newsletter.

How do I build a newsletter and what platform should I choose?

This is a question I get a lot.

In September 2022 I launched The Future of Work Newsletter.

It has grown quickly to over 12k subscribers and continues to grow everyday.

This is what I have considered and why I chose LinkedIn as the platform to launch it on.

9 things to consider

Subject

Pick a subject that you are passionate about and know really well. A topic that you can talk about for hours. This will help you to stay consistent.

Purpose

The purpose with your newsletter can be so many different things e.g. you want to build a community, you want to get inbound leads to your business, you want to become a thought leader in a specific category, you want to share knowledge to help other people, you want to drive traffic and attention to your company/employer or website.

Or maybe you just enjoy writing.

Deciding on a purpose will help when you choose topics for the newsletter. It will also help you to attract the right audience to your newsletter.

My purpose, for instance, is to promote and inspire people to pursue the opportunities with the future of work, and to build my personal brand.

Audience

Understand your target audience. Do they enjoy reading short/long texts, should you include pictures/emojis, type of content etc. Find the right format for your target audience. You will also learn more about them along the way.

Frequency

Decide on frequency - How often are you going to publish? Weekly, bi-weekly or monthly? On what day will you publish? During the week or the weekend? Set the right expectations and stay consistent.

I started publishing on Saturdays. A couple of weeks ago I changed to Tuesdays as it suits my schedule better.

Platform

Decide on platform. This is the most common question I get about newsletters; “Which platform should I choose?”.

I have chosen to build my newsletter on LinkedIn.

I will share the pros and cons with you.

Pros: The newsletter is live on the LinkedIn platform and therefore each edition lives longer. It’s also searchable on Google. If you check this link here , you will see a good overview of all editions that I have published. It’s easy to market the newsletter in my posts and subscribing can easily be made from my profile as well.

When you publish your first edition of your newsletter on LinkedIn, everyone in your network will be asked if they want to subscribe. Everytime you connect with someone new, or someone starts following you, they will be asked if they want to subscribe to your newsletter as well.

When you publish a newsletter edition it is pushed to all your subscribers feeds on LinkedIn as well as their email inboxes.

Cons: You have access to much less demographics if you use LinkedIn's own newsletter template, than if you choose a different platform. You also don’t have access to your subscribers email addresses, which is something you need to take into account.

When you ask people to leave the platform, you will lose a few people along the way. This, I believe, is one of the reasons why I have managed to grow my newsletter so fast. I keep everything on LinkedIn and I never ask anyone for their email address.

Involvement

Involve your readers. Ask your readers what they want to read about and take their input. This has been the most fun and creative part of building The Future of Work Newsletter.

Repurpose

Repurpose content from the newsletters to your daily posts on LinkedIn. This is a great way to drive more traffic to an old edition or make noise before you publish a new edition.

Ambassadors

Grow your following with ambassadors. Ask your readers to recommend the newsletter to friends and family. When you reach milestones, do a post on it on LinkedIn and thank people for subscribing and contributing to your newsletter.

Instructions

Follow these instructions to start a newsletter on LinkedIn.

Looking forward to reading your newsletter.

You got this!

If you have any other questions, I’m happy to answer them in the comments below.

If you enjoyed reading this newsletter, please share it with your friends and family.

See you again next week!

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Reach 12k+ subscribers and sponsor The Future of Work Newsletter. Send me an email to find out more: [email protected]