LinkedIn Newsletters: Secret Sauce

In nearly two decades since its initial launch, LinkedIn has continued to evolve and expand functionality to become the premier network for business professionals. While other platforms focus on a narrower scope, such as hiring, LinkedIn offers members the ability to showcase their expertise, gain knowledge, grow their network, develop relationships, find career opportunities and hire talent.

While the execution is not always flawless, and maintaining visibility has become more challenging as the subscriber base has exploded, LinkedIn knows their mission and offers a solid platform for users. Active LinkedIn users post frequent updates to share knowledge or solicit input, while simultaneously consuming content from members in their network. They benefit by the ability to stay in touch (and top of mind) with a much larger network of business contacts than would otherwise be feasible.

Content Distribution Step 1: LinkedIn Articles

Content writers use various methods to distribute blog posts and long-form articles. Since creating meaningful content is a substantial commitment, maximizing the visibility for each article is imperative. Last year, LinkedIn introduced Articles functionality, essentially an embedded blogging platform, enabling individuals and Company Pages to author and publish long-form content.

Those who blog on their own website may question the merit of publishing on an external platform. Two of the biggest reasons for doing so are: (1) The built-in network of prospects already on the site, and (2) Leveraging LinkedIn’s social algorithm that ranks content that generates engagement, giving it even more visibility.

LinkedIn articles are shared in authors’ timelines, making them visible to the author’s network of connections and fellow group members via their newsfeeds. Articles can also be discovered through engagement by their connections and by viewing the activity section of an individual’s profile. An author can proactively share their articles via posts, LinkedIn messaging and in groups as well.

Recently, LinkedIn took another step in along the content marketing path with LinkedIn newsletters — providing functionality to automatically distribute a user’s LinkedIn articles via email. Whether LinkedIn’s timing was strategic or fortuitous, it came at a good time for content marketers. Late last year, Apple introduced privacy protection for its email users, throwing a monkey wrench into email newsletter authors’ ability to measure subscriber interest (traditionally, using open and click rates).

Step 2: LinkedIn’s Creator Mode

The newsletter functionality is accessed within LinkedIn’s new Creator Mode, which is being rolled out to qualified users. According to LinkedIn,

Creator mode is a profile setting on your dashboard that can
help you grow your reach and influence on LinkedIn.

While Creator mode is being rolled out universally, access rules vary by application. For newsletters, LinkedIn requires users to have at least 150 connections (or followers) and recently published original content. Once approved, users will have access to the first two creator tools: LinkedIn Newsletters and LinkedIn Live Video. Learn more about LinkedIn Live access criteria here.

Do you have access to Creator Mode?

To determine whether you have access to Creator mode, click on your LinkedIn avatar to access your profile, and scroll to your Dashboard. Just beneath your dashboard views, you’ll see Creator mode with an indicator showing “on” or “off.” 

If it’s on, clicking on the Creator mode section reveals the Creator hub, showing the tools you have access to. Categories or topics you’ve previously shared in posts or articles are also listed.

Step 3: Creating a LinkedIn Newsletter

On LinkedIn, creating a newsletter initially involves building the distribution framework for emailing your articles. From the Home page, in the menu on the top of the page, select Write article to launch the embedded articles (blog) platform.

If you have access to newsletters, the option to create a newsletter will appear on the top right side of the formatting menu, as shown below.

Clicking the Create a newsletter button opens the window shown below. Carefully consider (and finesse) your newsletter title and description; subscribers will make a quick decision whether to subscribe in part due to these few words.

As we shared in a prior post: Don’t state the obvious with a subject line like Newsletter from Hillman Design. The subject line is valuable real estate. Make the most of it.

With your first newsletter, you’re asked to commit to a publishing cadence — a best practice in content marketing. Publishing frequency options range from daily to monthly. Carefully consider the cadence to ensure not only that you will be able to maintain the commitment, but also that you will not be deluging your subscribers.

Note the option to invite your connections and followers to subscribe. Subscribers will receive email and in-app notifications when new newsletters are published.

Once you’ve completed the newsletter fields, you will be prompted to write an article for your newsletter. When you publish your first article, a page for your newsletter is automatically created. It includes an overview of your newsletter, your profile information, and a list of the articles in the newsletter. You can use your newsletter page to provide a preview of your newsletter and share it on or off LinkedIn to increase your reach.

When you publish a new newsletter, subscribers will receive an email as well as a push notification in LinkedIn. But the content is not exclusive to your subscribers. LinkedIn notes that “anyone on LinkedIn can discover, read and share your LinkedIn newsletter.”

3 Reasons LinkedIn Newsletters are the Secret Sauce

1. After publishing your first article, a personalized newsletter page (with a URL) is automatically created for you in LinkedIn. This page expands your online presence and contributes to your authority online. The link is sharable within and outside LinkedIn. Consider sharing the link on your other social channels to solicit subscribers.
   
2. Even if your website gets a lot of traffic, LinkedIn’s numbers are astounding. Recent stats show nearly 180 million members in the US — with a growth rate of two new users per second. Members engaged on LinkedIn are business-focused and are seeking information, experts and business connections. An active newsletter will generate traffic to your LinkedIn presence and leads for your business.
   
3. While the Creator mode for newsletters is being rolled out universally, only a small percentage of members will take advantage of it. Adopting tools early on (and consistently) distinguishes you as an expert and builds authority. You’re more likely to gain subscribers that result in valuable connections and future business.

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