Key Takeaways
LinkedIn Newsletter Basics: Enables sharing articles with customizable frequency and branding; popular weekly schedule, with publishing not allowed more frequently than every 24 hours.
Eligibility: Requires 150+ connections/followers, regular original content sharing, and adherence to LinkedIn’s policies.
Benefits: Enhances content strategy, establishes thought leadership, and boosts brand awareness on LinkedIn.
Content Strategy: Successful newsletters focus on brand-aligned, engaging content without direct self-promotion. Varied content ideas include industry news, expert advice, and tutorials.
Effectiveness Tips: Use A/B testing, include CTAs, maintain a consistent schedule, encourage sharing, use engaging headlines, and optimize timing for audience engagement.
What is a LinkedIn Newsletter?
A LinkedIn Newsletter allows users to subscribe to your articles and receive notifications for future editions.
Once you launch your first newsletter, LinkedIn creates a dedicated page for it, accessible even to non-logged-in users.
While anyone can read past editions on this page, subscription requires login.
You can define a Title, Publishing Frequency, Description, and Logo for your newsletter. Options for publishing frequency include Daily, Weekly, Biweekly, and Monthly.
45% of LinkedIn newsletters opt for a Weekly schedule. However, the frequency is flexible; you can publish more or less frequently than your initial setting, which serves as a guideline for subscribers’ expectations.
The main limitation is that new editions cannot be published more frequently than every 24 hours.
Requirements for Creating a LinkedIn Newsletter for a Company Page
The newsletter feature isn’t available to everyone by default. Your company page must meet specific criteria to access it.
These criteria are designed to prevent spam and ensure only established pages create newsletters. They include:
- More than 150 connections/followers
- Recent sharing of original content (text, images, videos, articles, documents, etc.)
- A track record of adhering to LinkedIn’s Professional Community Policies
How to Create a LinkedIn Newsletter for a Company Page
If your page is eligible, creating a newsletter is straightforward.
Step 1: Go to your LinkedIn Feed and select “Write article.”
Step 2: In the article tool, click “Create a newsletter” to start your first edition.
After publishing, don’t forget to customize your newsletter page that LinkedIn generates automatically.
Why is it Worth Creating One for Your Company?
A LinkedIn newsletter for your company page offers multiple advantages, starting with a very practical one.
For instance, it provides an additional channel to share your long-form content if you’re already producing it for a blog, enhancing your LinkedIn content strategy with minimal extra effort.
Another key benefit is establishing your company as a thought leader within your industry.
It’s an effective strategy to lead conversations and showcase your expertise on topics important to your organization.
Furthermore, a company newsletter on LinkedIn can significantly contribute to brand-building efforts.
LinkedIn has evolved into a content-centric platform, boasting hundreds of millions of users globally.
There’s no better venue for expanding your reach and elevating brand awareness through quality content.
By consistently releasing new editions of your newsletter, you’ll ensure your company remains memorable to a vast audience.
Examples of Successful LinkedIn Company Newsletters
It’s more common to find LinkedIn newsletters published under personal accounts rather than company pages, even when the content is about the company.
For instance, numerous CEOs manage their company newsletters via their personal profiles. Nonetheless, there are successful examples of newsletters hosted directly on company pages, such as:
- 10 Things Before Opening Bell by Business Insider – published daily with over 2.3 million subscribers
- The PMI Newsletter by Project Management Institute – published weekly with over 390,000 subscribers
- S&P Global Daily Update by S&P Global – published daily with over 75,000 subscribers
While your business might not match these global brands in size, there are valuable lessons to be gleaned from their approach to newsletters. These organizations excel by:
- Publishing content that aligns with their brand voice
- Avoiding self-promotion
- Engaging their audience with content that resonates
- Adhering to their publishing schedule consistently
Content Ideas for Your Company Newsletter
Thinking of launching a LinkedIn newsletter for your company page but worried about finding enough content? Don’t be.
There are countless topics suitable for any business type. Here are 20 content ideas to kickstart your company newsletter:
- Industry news: Updates on what’s happening in your industry and how it might affect your business
- Tips and advice: Industry-related tips or advice from your company’s experts
- How-to guides: Step-by-step instructions for completing common tasks related to your business
- Industry events: Information about upcoming industry events, including any that your company will be attending
- Thought leader interview: An interview with someone who’s an expert in their field
- On the blog: A selection of the best posts from your company’s blog
- Infographic: A visual way to present data or information related to your industry
- Research findings: Results from any research or surveys your company has conducted
- Case studies: Detailed looks at how your products or services have helped solve customer problems
- Social responsibility initiatives: If your company gives back, let your readers know about the good work you’re doing
- Best practices: Advice on proven methods for achieving success in various business endeavors, gleaned from your company’s own experience and expertise
- How we do it: A behind-the-scenes look at your company, its processes, or how it makes its products or delivers its services
- Quotes and stats: Interesting quotes or statistics related to your industry, customers, or company
- Tutorials: Create a tutorial on using your product or service
- Content marketing news: Share details about any new content you’ve published, such as a white paper or e-book
- Checklists: A list of items or steps needed to complete a task
- Resource guides: A collection of resources on a specific topic, such as links to helpful articles, tools, etc.
- Curated content: A selection of the best content from around the web on a specific topic
- Content repurposing: Taking existing content and repackaging it in a new format, such as an infographic or slideshow
- Seasonal content: Content that is timely and relevant to a particular season or time of year
Tips to Increase the Effectiveness of Your Company Newsletter
Publishing quality content is paramount, but leveraging certain strategies can enhance your newsletter’s impact.
While some tips may require additional effort, each is worth considering to maximize your newsletter’s effectiveness.
A/B Test Your Content
Finding what truly resonates with your audience often requires experimentation and analysis.
Don’t hesitate to test various elements such as content length, imagery, videos, and headings.
Always Include Calls to Action (CTAs)
Make it a habit to embed calls to action that guide readers towards further engagement.
CTAs need not always be sales-driven; sometimes, they can simply direct readers to other valuable content.
Honor Your Publishing Schedule
Your publishing schedule is a commitment to your audience.
While unexpected issues can arise, maintaining a few backup editions can ensure consistency.
Although some successful newsletters deviate from their schedules, adherence could boost success further.
Encourage Sharing of Your Content
While it’s important not to be overly pushy, politely encouraging content sharing can broaden your reach.
Many readers are willing to share valuable content but may need a reminder to do so.
Use Engaging Headlines
Headlines are crucial for attracting attention, so ensure they are compelling and engaging.
Steer clear of clickbait to prevent reader disappointment, maintaining the integrity of your newsletter’s content.
Timing is Important
Deliver your newsletter when your audience is most likely to engage, such as early morning, lunchtime, or evening.
While Tuesday, Wednesday, and Thursday mornings are generally optimal, conducting your own tests will help identify the best time for your specific audience.