The LinkedIn Mastery Newsletter #4

This article shows you how to use Kit to build a simple web-based + email newsletter that you can publish once, repurpose everywhere, and use to stay top-of-mind with your ideal clients.

Whether you use Kit, Substack, Beehive or any other newsletter platform, the principles are the same.

I chose Kit because it’s the simplest to implement, has a free option and has many other valuable features for future use when growing your business using your email list.

Outline

1. Why a newsletter (and why now)
2. Web + email: what we’re actually building in Kit
3. Step 1 – Decide the strategy: topic, audience, frequency
4. Step 2 – Set up Kit: account, branding, domain
5. Step 3 – Create your newsletter template & first edition
6. Step 4 – Make it web-based: Creator Profile, SEO & Google
7. Step 5 – Repurpose your newsletter into 10+ assets
8. Step 6 – Add it to your daily LinkedIn / outreach rhythm
9. What to do next if you want help

How to Create a Web-Based & Email Newsletter with Kit

If you’re relying only on social media right now, you’re essentially building your business on rented land.

Algorithms change. AI content floods newsfeeds, Reach drops. Features get paywalled. (We’ve seen it on LinkedIn already with falling impressions and the “Boost” button creeping in.)

Add to this the recent flurry of account restrictions LinkedIn has been handing out and you can understand why it’s precarious to say the least to rely on audiences you don’t actually own.

Your email list is the part you do actually own. And a newsletter is the simplest way to turn that list into warm, ready buyers – without becoming a full-time marketer. That’s exactly how I use email inside LinkedCoach: LinkedIn to start conversations, newsletter to build trust, and then calls.

In this article, I’ll walk you through setting up a web-based + email newsletter using Kit (formerly ConvertKit) so that:

• You can get found in Google
• Every edition is sent to inboxes and lives on the web
• You can repurpose one newsletter into LinkedIn articles, blogs, posts, videos and more

1. Why bother with a newsletter at all?

a) You don’t own your social media audience

On LinkedIn, Facebook, X, Instagram etc, you’re just renting access.

Any of those platforms can:

• Cut your reach
• Suspend your account
• Change the rules overnight

And they do…

Your email list is an asset. You can export it, move platforms, and still reach your audience. Kit is built exactly for this: it’s an email-first marketing and newsletter platform designed for creators and service providers.

b) The 7–11–4 rule: how people actually decide to buy

Most buyers don’t see one post and immediately book a call.

Roughly speaking, before someone sees you as a trusted advisor and is ready to work with you, they need around:

• 7 hours consuming your content
• 11 touch points with you or your brand
• 4 different media types (email, posts, video, podcast, etc.)

A newsletter lets you rack those numbers up very quickly:

• Every issue = a touch point
• The archive = hours of reading/watching
• Web + email + LinkedIn + YouTube = multiple media

That’s how you shift from “random person on the internet” to trusted advisor.

c) Nurture your list so it doesn’t go cold

Most coaches and consultants are already sitting on a list of:

• Past leads
• Past clients
• Webinar attendees
• Freebie downloaders

…and those people haven’t heard from them for months.

The result: people forget you exist. And if you email them after months of no contact they may even forget who you are and just unsubscribe and report you as spam.

Consistent newsletters fix that. In the same way LinkedIn rewards consistent activity and content for your impressions, consistent nurturing massively improves your “real-world impressions”: leads and sales.

d) Why web-based and email together?

Email alone is great – but once you make your newsletters public on the web, they become an SEO-friendly content library:

• People can discover you through Google (or ChatGPT) searches
• You can link back to those articles from posts and DMs
• New subscribers can binge your past editions

Kit makes this easy via your Creator Profile and newsletter feed, which acts like a blog of your public newsletter posts.

2. What we’re building in Kit

By the end, you’ll have:

1. A Kit account with your branding set up
2. A Creator Profile – your public “hub” for newsletter posts (Kit help article)
3. A newsletter template so each edition looks consistent (Kit help article)
4. A workflow so that each newsletter is both:
   • an email that lands in inboxes
   • a web article on your public feed
5. A plan to repurpose that one newsletter into LinkedIn posts, a LinkedIn newsletter, and a YouTube video

Kit is built for exactly this kind of setup: email campaigns, newsletters, landing pages, forms and a public archive, all in one place. (Kit help article)

There are other platforms like Beehive and Substack that do similar things, and what you learn here can be applied there also. You’ll just need to use their own help articles for the details.

3. Step 1 – Decide the strategy: topic, audience, frequency

Before you click any buttons, answer three simple questions:

1. Who is this newsletter for?
   ​ e.g. “Busy financial planners who want LinkedIn to bring them clients without feeling salesy.”
2. What’s the main promise?
   ​ e.g. “Practical LinkedIn and email playbooks that you can implement in under an hour a week.”
3. How often can you realistically send it?
   • Weekly (ideal if you can sustain it)
   • Biweekly (good minimum)
   • Monthly (better than nothing, but keep it punchy and high-value)

Pick something you can keep up with. It’s better to send consistently than to blast people for three weeks and then disappear. Kit’s own docs say the same: choose a topic you can write about long-term and a frequency you can stick to. (Kit help article)

4. Step 2 – Set up your Kit account

a) Create your Kit account

Head to Kit and create a free account (at the time of writing you can go up to 10,000 subscribers on the free plan, which is very generous).

During onboarding:

• Add your business name
• Choose an email that matches your own domain (e.g. hello@yourdomain.com, not yourbusiness@gmail.com) – this helps with deliverability and professionalism. You’ll need to verify the email.
• Set your time zone so send times make sense (I find 5pm my time works best for me but it will depend on your audience)

b) Add your branding

In Kit’s settings:

• Enter your business name
• Add your brand colours and social media links
• Set your default from name (Your name works better than just your company name)

This ensures your emails and web newsletter pages feel like ‘you’, not random templates from companies. The more personal they feel, the more your reader will connect.

c) Decide on your domain / subdomain

For SEO and professionalism, you want people reading your newsletter on your turf.

Options:

• news.yourdomain.com – a subdomain for your newsletter
• yourname.kit.com – Kit’s hosted domain (fine to start, but move to your own domain as soon as possible)

Then, you can point your domain/subdomain at your Kit landing page or Creator Profile so your newsletter feed lives at that URL. This is just a case of setting up a few A records in the DNS section of your domain host.

5. Step 3 – Create your template & first edition

a) Create a reusable newsletter template

In Kit:

1. Go to Send → Email Templates
2. Create a new template for your newsletter (Kit help article)
3. Keep it simple:
   • Logo or name and/or banner at the top
   • Clear heading style
   • Body text that’s easy to read on mobile
   • A consistent footer with your sign-off and links (unsubscribe and update profile are added automatically)

Think: plain but branded. You want your emails to feel personal and only add images that are necessary.

b) Create your article in a document first

Take care of all the editing in the doc.

Be sure to use Heading 2, Heading 3 and paragraph as style options so it’s easy to copy and paste straight into your editor in Kit and/or LinkedIn once you finish.

It’s much easier to edit in a Word or Google doc than in an email editor.

Use this custom GPT to create the first draft of your newsletter and be sure to edit it to humanise it and make sure it sounds like you. Upload any previous newsletters you’ve written (produced results or at least that you know are compelling and valuable for your audience) to train it on how you write.

c) Craft a strong banner / hero image

Include a banner at the top of your web version and design it like a YouTube thumbnail:

• Size: 1920 x 1080 works well - (think YouTube video thumbnail)
• Use big, clear text that says what the article is about – clarity over cleverness
• Keep important text in the middle so it doesn’t get cropped on different screens

It’s important to keep the text in the middle as this is how it will look on your creator profile:

You can reuse this banner when you share the newsletter on LinkedIn or elsewhere.

d) Use a clear, SEO-friendly title

Borrow a trick from LinkedIn newsletters:

• “How to create a Kit newsletter as a coach”
• “Set Up Your LinkedIn Profile to Generate Leads in 2026”

Avoid vague titles like “Thoughts on content” – nobody is typing that into Google.

e) Paste your first edition in the Broadcast editor

In Kit:

1. Go to Send → Broadcasts → New Broadcast
2. Choose your newsletter template
3. Paste in your content
4. Add any images

You can absolutely repurpose content you already have:

• A blog post
• A YouTube transcript
• A long LinkedIn post or article

This is the “no-brainer” bit: if you’re already creating long-form content, turning it into a newsletter is mostly copy-paste plus light editing.

Leave your newsletter in draft mode and go to the next step.

6. Step 4 – Make it web-based: Creator Profile, SEO & Google

Here’s where we make your newsletter live both in the inbox and on the web.

a) Set up your Creator Profile & newsletter feed

In Kit:

1. Go to Grow → Creator Profile
2. Select a template (I recommend Everett)
3. Edit it with your own colours, fonts. etc.
4. Add your photo, bio and links
5. Turn on your newsletter feed so your public posts show as a mini-blog (Kit help article)

This Creator Profile becomes the public home for your newsletter archive. (You can change this if you want to)

b) Publish your newsletter to web AND email

When you’re ready to send your Broadcast:

1. In the Publish tab of the Broadcast editor, tick Send email (so it goes to your list)
2. Also tick Publish to web (this adds it to your public newsletter feed and gives you a URL you can share)
3. IMPORTANT: Make the email subject line the same as the title of your article so that it automatically adds it to the URL. If you don’t do this and want to edit the URL later you’ll have a reduced number of characters to work with.

Now your newsletter is both:

• An email in subscribers’ inboxes
• A public article on your Creator Profile

c) Give Google a helping hand

To get found in searches:

• Use keywords in your title and sub-headings and within the article itself (“How to get clients on LinkedIn”, “Kit newsletter setup for coaches”, etc.)
• Make sure your Creator Profile / landing page is on your own domain or subdomain when possible
• Set up Google Search Console for that domain and submit your main landing page / feed URL so Google can index it faster

Over time, your newsletter archive becomes a searchable library of your best thinking.

7. Step 5 – Turn one newsletter into 10+ assets

Once your newsletter is written, don’t stop there. This is where you make the 7–11–4 rule work in your favour.

From one weekly newsletter you can create:

a) LinkedIn newsletter

• Paste the main content into a LinkedIn newsletter article​
• Keep the headline and intro similar for consistency
• Use the same banner image

LinkedIn newsletters have a TON of benefits. Learn about them here.

b) 5–10 LinkedIn posts

Slice your newsletter into 10 different LinkedIn posts

Each of those can link back to the full web-based newsletter.

​Here’s a custom GPT to help you come up with post ideas​

c) A YouTube video (or several short)

• Turn your newsletter outline into a simple script
• Record a 5–10 minute video
• Upload to YouTube
• Add the video to your newsletter and/or embed it on your site

​Here’s a custom GPT to help you create a video script from your article​

You can also do this in reverse: take a YouTube video, grab the transcript, tidy it up, and turn it into a newsletter + LinkedIn article.

8. Step 6 – Add your newsletter to your daily rhythm

The newsletter isn’t just “send and hope”. Build it into your daily LinkedIn / outreach routine.

Each day, check for:

• New newsletter subscribers (or any other opt-ins)
• New LinkedIn followers
• Profile viewers
• Comments and likes on your posts
• New connection requests
• New LinkedIn newsletter subscribers
• New website / newsletter opt-ins

Then just reach out to them on LinkedIn.

• Message new subscribers / followers with a short, human note.
• Ask them what they thought of your newsletter or whatever they opted in to.
• Start conversations with people who engage with an of your content (no scripts, just normal human conversation – the same principle that underpins the LinkedCoach client acquisition system)

That’s where the real ROI is: not in open rates by themselves, but in conversations and calls that come from people who’ve already consumed hours of your content.

9. What next?

You’ve now got everything you need to:

• Set up Kit
• Launch a simple web-based + email newsletter
• Repurpose each edition across LinkedIn, YouTube and your website
• Build trust and stay top-of-mind with your existing and future clients

If you’d like help plugging this into a simple, repeatable LinkedIn client acquisition system – rather than figuring it all out through trial and error – that’s exactly what we do inside LinkedCoach. And we can even build it for you.

If you’re a coach, consultant or service provider who’s already good at what you do, but you want LinkedIn + email to bring you consistent, qualified conversations, you can book a short call with me and we’ll map out what this could look like in your business.

Cheers,
Adrian