With over 1.2 billion members as of January 2025, LinkedIn has evolved beyond networking to become a critical platform for B2B content distribution and thought leadership development. LinkedIn newsletters represent one of the most significant developments in B2B content distribution because they allow users to build their own audience within LinkedIn, offering professionals a direct channel to communicate with opted-in subscribers.
Here we synthesize expert insights from digital marketing specialists, CEOs, consultants, and content strategists who have successfully leveraged LinkedIn newsletters to achieve measurable business outcomes. Their collective experience provides a roadmap for organizations seeking to establish or optimize their LinkedIn newsletter strategy and is supported through our own work and experience.
Over the next few weeks, we’re going to share a roundup of input on how to create, manage, and effectively leverage LinkedIn newsletters to achieve marketing goals.
Here are #3 and #4 of 10 recommendations.
3. Technical Requirements and Setup Strategy
Platform Prerequisites
To launch a LinkedIn newsletter, professionals need several foundational elements:
- Creator Mode activated on LinkedIn profile.
- Minimum 150 connections/followers (verified across multiple sources).
- Content history demonstrating platform engagement.
- Compliance with LinkedIn’s community policies.
4. Content Strategy and Repurposing Best Practices
The Art of Strategic Repurposing
One of the most debated aspects of LinkedIn newsletters involves content repurposing. The expert consensus reveals a nuanced approach that prioritizes adaptation over duplication.
Firdaus Syazwani with Dollar Bureau provides a practical framework: “I quickly realized that direct republishing without tweaking didn’t always resonate,” Syazwani says. “Even though it saved time, the performance wasn’t great. What worked better was reframing the same content with a more community-based tone—something that sounded like I was talking to a professional peer rather than just presenting info.”
James Wilkinson, CEO and co-founder of Balance One Supplements, advocates for a “60/40 mix—60% original insights, such as trends in the supplement industry or new research, paired with 40% repurposed blog content.” His approach has been successful for him. His Supplement Science Digest newsletter has a 44% open rate (above the industry average) and has directly contributed to a 37% rise in high-intent supplement inquiries, he says.
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Ready to establish your thought leadership through LinkedIn newsletters?
Contact Strategic Communications, LLC to discuss how we can help you develop and execute a newsletter strategy that drives engagement, builds authority, and generates business results.
(Strategic Communications is a Qwoted affiliate. Right now, it’s the only app/product we’re an affiliate of. Why? Because in our work, we find it to be the most reliable for finding and vetting sources that are relevant to the work we’re doing, and for reaching out to journalists and reporters to get PR for ourselves and our clients. Highly recommend!)
