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’s #6 of 10 recommendations.
6. Growth and Distribution Strategies
Organic Growth Tactics
Successful newsletter growth requires systematic promotion across multiple touchpoints. Denida Grow, Managing Partner at LeMareschal, with 6,487 newsletter subscribers, shares proven strategies:
- Cross-platform promotion. “I regularly mention EP Back to Basics in my posts, website, and other content to bring in new subscribers organically.”
- Trend responsiveness. “Stay on top of the latest news and trends that matter to your audience, and create content around what’s timely and relevant.”
- Community engagement. “Reply to comments on your newsletters. LinkedIn rewards interaction with more visibility, but more importantly, commenters appreciate being acknowledged.”
Profile Optimization
Grow emphasizes a critical factor often overlooked: “A very critical and often overlooked factor in newsletter success is the strength of your LinkedIn profile. If you’ve built your profile as a subject matter expert or thought leader, your newsletter will perform far better. People subscribe to the person as much as the content.”
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(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! Use code LINDA for $50 off your first month.)