Why Create a LinkedIn newsletter anyway?

You may already have an email newsletter or a website blog, or even a YouTube channel where you share long-form content, so why would you want to create a LinkedIn newsletter on top of that?

Well, there are a few reasons why. I’ll list a some of them here:

1 - Content Reach Is Dropping on LinkedIn

The new ‘Boost’ feature means that any mediocre creator can now pay money to get their content in front of more viewers.

This means that LinkedIn has to make a decision on which content it shows in the already packed newsfeed, and guess what - they’re going to give priority to where the money is.

You can’t blame them. After all, LinkedIn is a business like any other and needs to make money to survive. We’ve had content views for free for years and should be grateful for that.

Couple this with the fact there are more creators than ever on LinkedIn and you can understand why views are likely to decline.

Creating a newsletter though, allows you to capture your audience in a different way. Once you get people to subscribe they get notified every time you publish a new edition. This is very valuable and they let you do it for free.

2 - Notifications

As I just mentioned, your subscribers get a notification each time you publish a newsletter article which makes it way more likely that they’ll actually read it.

AND, it’s not just an app push notification they get. Provided they have email notifications enabled, they’ll also get an email from LinkedIn that you published a new article. And because the email is from LinkedIn, it won’t go to spam.

3 - Content Repurposing

If you’re already creating an email newsletter, blog or weekly long form YouTube video, you’re more than half way there when it comes to creating a LinkedIn newsletter.

All you have to do is make some minor changes and add it as a LinkedIn newsletter article too.

Even for YouTube videos, you can just download the transcript that YouTube creates for you, run it through ChatGPT to format it into an article, humanize it (of course!) and then publish it to LinkedIn.

You can even embed the original YouTube video into your article so that viewers have the choice to read or watch the video, which is great. And for you, it means more potential views of the video which helps you on YouTube also.

Bottom line, if you’re already putting this type of content out there, you’d be crazy not to spend 15 minutes putting it in a LinkedIn newsletter also and reaching even more people.

4 - The Silver Bullet

When you first create a newsletter on LinkedIn and publish your first edition, LinkedIn will send a notification to your entire network asking them if they want to subscribe to your newsletter. That’s all your followers and connections.

That’s huge! So don’t waste it. I recommend warming up your audience first by doing these things:

• Be consistent for at least a month with posting content before publishing your newsletter
• Ensure your content is valuable to your audience and is getting as high impressions and engagement as possible
• Make the name of your newsletter crystal clear and SEO friendly. Think: what would people type into the search bar if they were looking for the type of help my newsletter will give them?
• Same as above for the title of your first edition.
• Create a shorter post about the first edition of the newsletter and have it ready to go for when you publish.
• Create a killer hook for the post.

LinkedIn will also send an invitation to every new follower you pick up to subscribe to your newsletter so you’re covered going forward, as long as you nail all the points above.

5 - LinkedIn Ranks Higher on Google than You

LinkedIn articles are highly searchable on Google and often come up on page 1 of search results. This is because LinkedIn has a very high ranking and is known to Google as being a valuable, content-rich source of information for many topics.

Capitalise on this! Make sure your articles can be found by always using an SEO friendly title for every edition.

“How to create a LinkedIn newsletter” is way more likely to be found than “Newsletters: the New Way to Create Content on LinkedIn”.

Yes, the second one might be more interesting and compelling, but would people type that into the search bar when trying to learn how to create a newsletter?

Creating Your Newsletter

Start from your home page and click ‘Write article’ toward the top.

Then click ‘Manage’ on the next page and then ‘Create Newsletter’

From the next pop-up, Name your newsletter with an SEO optimised title. Clear beats clever every time! Think “What would someone type in the search bar if they were looking for help on this topic?”

Same for the description.

And upload a 300x300 px version of your logo or whatever you want to represent your newsletter (could even just be your face, if you’re better looking then me 🤪)

Then you can start creating your newsletter. I suggest you create it in a Google or Word doc first and use the heading hierarchy.

This means that you can just copy and paste almost everything straight into the editor on LinkedIn and the headings will copy over automatically.

Just be sure to only use Heading 1 and Heading 2 as there are no more options than these in the LinkedIn editor.

Headings are important for Google SEO so make sure you use them correctly.

Upload your cover image. You can create one easily in Canva but DON’T use the Canva template as the dimensions are incorrect. The best dimensions are 1920w x 1080h pixels. (Don’t ask me why… LinkedIn decided on that 🤷🏻‍♂️)

Create the cover image like a YouTube thumbnail, so include some graphics but also very large, easy-to-read text that states what the article is about in a very simple, but compelling way.

Then copy and paste you article title followed by the subheading if you have one.

Make sure the style of the subheading is set to subheading, obviously…

Then, as long as you’ve only used Heading 1 and Heading 2 styles in your Google or Word doc, you can just copy and paste the entire rest of the article straight into LinkedIn and it will copy over with all the right formatting.

The only challenge is going to be if you want to resize images, so be aware of that.

And voila! You now have a newsletter that’s ready to go.

Check it all books good and then click ‘Next’

This is where you put the post that’s about the article. Remember to focus on the hook!

The first line should be less than 55 characters and designed to stop the scroll.

The second line should be blank.

The third line should be less than 50 characters and create more intrigue from the first line so people want to click.

Then click publish and everything is now live!

You’ve now got everything you need to launch your first LinkedIn newsletter.

If you’d rather shortcut the trial-and-error and build a simple, repeatable LinkedIn client acquisition system, that’s exactly what we help our clients do.

If you’re a coach, consultant or service provider who’s already good at what you do, but you want LinkedIn to bring you consistent, qualified conversations, we’ll help you:

• Turn your profile and content into a clear, client-getting funnel
• Use email & web-based newsletters, posts and DMs together (without posting 5x/day)
• Book more quality calls without ads or spammy outreach
• Build lead magnets that deliver value and push prospects to becoming clients
• Do the heavy lifting for you (reaching out to grow your network)
• And track every step of the system so you can measure, iterate and improve everything you do in your LinkedIn marketing

If that sounds useful, book a short call with me here and we’ll map out what this could look like for your business:

​[BOOK YOUR CALL]​

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