LinkedIn Newsletters: Your Direct Line to Industry-Wide Influence

You know that feeling when you post something valuable on LinkedIn, but after a few hours, it’s buried under a sea of new content? You spent time crafting your thoughts, but only a fraction of your audience sees them before they disappear.

Now, what if there was a way to bypass the algorithm, land directly in your audience’s inbox, and build a loyal following that actually looks forward to hearing from you? That’s exactly what LinkedIn newsletters offer.

Whether you’re a founder, marketer, or industry expert, a well-crafted LinkedIn newsletter can help you grow your influence, attract new opportunities, and position yourself as a go-to voice in your space. But starting one isn’t just about hitting “publish”, you need to know what works and how to sustain it.

In this guide, we’ll break down what LinkedIn newsletters are, why they matter, and how you can create one from scratch—even if you’re starting with zero subscribers.

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What are LinkedIn newsletters, and why should you care?

A LinkedIn newsletter is basically a blog, but built into LinkedIn—and that changes everything. Unlike regular posts that disappear into the feed, newsletters stick around. They don’t just get momentary visibility; they get delivered straight to your subscribers’ inboxes and LinkedIn notifications.

And that’s huge.

Think about your own LinkedIn feed. It’s noisy. A post from a connection or company might catch your eye, but if you don’t engage with it immediately, it’s gone. Now compare that to an email. When something lands in your inbox, it stays there until you choose to read or delete it.

That’s the power of a LinkedIn newsletter.

And it’s not just theory, people are paying attention to them. Over 450 million people have subscribed to at least one newsletter on LinkedIn, and newsletters consistently get higher open rates than traditional email newsletters.

Why? Because they combine the best of both worlds: the personal connection of LinkedIn with the reliability of an email.

But the real reason LinkedIn newsletters are worth your time is that they’re an underrated thought leadership tool.

When you write a LinkedIn newsletter, you’re not just throwing content into the void. You’re building a subscriber base—an audience that actively chooses to hear from you. And because they don’t have to leave LinkedIn to read it, engagement stays high.

Over time, that audience grows, and so does your credibility. Before you know it, you’ve built a distribution channel that you control, without having to fight the algorithm every time you hit “publish.”

And it gets even better. Once you’ve built that audience, you can turn it into something bigger—whether that’s driving traffic to your website, promoting your product, or even launching a paid offering like coaching, courses, or consulting.

How to create a LinkedIn newsletter from scratch

So, you’re convinced that a LinkedIn newsletter is worth your time. How do you actually start one—and more importantly, how do you make sure it doesn’t flop?

A lot of people overcomplicate this process, but the truth is, you don’t need a perfect strategy from day one. You just need a clear focus, a solid setup, and a plan to stay consistent.

Let’s break it down step by step.

Step 1: Pick a clear theme and audience

The biggest mistake people make with newsletters is trying to talk to everyone. If your newsletter is too broad, it won’t resonate with anyone.

Instead of “marketing tips,” try “growth strategies for early-stage startups.” Instead of “leadership advice,” go with “practical management tips for first-time managers.”

The more specific, the better.

Here’s why:

1. Specificity builds authority. If your content is too general, you’ll blend in with every other newsletter. But if you focus on a clear niche, people will see you as an expert.
2. It helps you attract the right subscribers. If someone knows exactly what they’ll get from your newsletter, they’re more likely to subscribe—and stick around.
3. It makes writing easier. When you have a defined theme, you’re not scrambling for random topics every week.

Ask yourself:

• Who is my ideal reader? (Founders? Marketers? Executives? Job seekers?)
• What specific problem can I help them solve?
• How can I make my content different from everything else they’re already seeing?

Once you nail this down, writing becomes a whole lot easier because you know exactly who you’re talking to and why they should care.

Step 2: Set up your newsletter on LinkedIn

Once you’ve nailed down your theme and audience, the next step is actually setting up your newsletter on LinkedIn. And good news: it’s ridiculously simple. But there are a few key decisions that can make or break your success.

How to create your LinkedIn newsletter

1. Go to your LinkedIn homepage and click on “Write an article.”
   

2. In the publishing window, you’ll see the option to “Create a newsletter”—select it.
   

3. Choose a name that’s clear, specific, and interesting.
   

4. Write a compelling description that tells people exactly why they should subscribe.

5. Set your publishing cadence (weekly, biweekly, or monthly).
   

6. Upload a logo or cover image to make it visually appealing.
   

That’s it. You’re officially in business. But here’s where people go wrong: they rush through the setup process and end up with a forgettable newsletter that doesn’t attract subscribers.

How to make your newsletter stand out

Choose an interesting name.

Avoid generic names like “Marketing Weekly” or “Business Insights.” Instead, try something clear yet unique, like:

• “The Startup Growth Playbook” (for founders)
• “The CMO Edge” (for marketing executives)
• “No-Fluff Leadership” (for managers)

Your name should immediately signal value to your audience.

Write a description that sells the value.

Instead of just saying, “I write about marketing trends,” make it clear what people will gain. For example:

A weekly newsletter on no-BS growth strategies for early-stage startups. Get actionable insights you can use immediately.”

See the difference? The more specific you are, the easier it is for people to say yes to subscribing.

Set a publishing schedule you can stick to.

Don’t overcommit. It’s better to publish consistently once a month than to start weekly and burn out. Pick a cadence that’s realistic for you.

Make it visually appealing.

A simple cover image with your newsletter’s name and tagline goes a long way in making it look professional. You don’t need anything fancy, just something that reinforces your brand. Canva can help you create something appealing in minutes.

Step 3: Create content that people actually want to read

This is where most newsletters fail. They start strong, but after a few issues, the content gets boring, inconsistent, or feels like a chore to read.

If you want people to actually look forward to your newsletter—and not just subscribe and forget about it—you need to write in a way that keeps them hooked. That means:

1. Write like a human

Nobody wants to read a dry, jargon-filled essay. If your newsletter sounds like it was written by a legal department, people won’t engage with it.

Instead, write like you’re talking to a friend. Be conversational, be relatable, and don’t be afraid to inject some personality.

For example, which of these sounds more engaging?

❌ “In today’s dynamic business landscape, leveraging innovative growth strategies is critical for success.”

✅ “Most companies overcomplicate growth. The truth? A few small, smart moves can get you further than an expensive marketing campaign.”

The second one feels like a real person is talking. That’s what makes people stick around.

2. Make it easy to skim

People don’t read newsletters the same way they read books. They skim. If your content is a giant wall of text, they’ll bounce before they even get to the good part.

Here’s how to fix that:

✅ Use short paragraphs (2-3 sentences max)
✅ Break up text with bullet points and subheadings

✅ Use bold or italics to emphasize key points
✅ Ask questions to make it feel interactive

Example:

Bad (hard to read):

“In today’s ever-evolving startup landscape, founders are constantly seeking ways to optimize growth strategies while simultaneously maintaining operational efficiency. However, the biggest challenge many face is determining which tactics will actually move the needle in their specific industry. While some swear by paid acquisition, others argue that organic methods drive longer-term success. The reality is that a combination of both is often required, but knowing where to focus your efforts can be difficult.”

Better (easy to skim):

“Growing a startup isn’t about doing everything. It’s about doing the right things. Here’s what actually works:

✅ A clear acquisition strategy (paid or organic)
✅ A strong brand presence (so people remember you)
✅ A product people actually want (this one matters most)”

Much easier to read, right? That’s the goal.

3. Share insights, not just information

A newsletter that simply repeats industry news isn’t valuable. People don’t need another news summary, they need your perspective.

For example, don’t just write:
❌ “AI is changing marketing.”

Instead, write:
✅ “AI is changing marketing, but most companies are using it wrong. Here’s why, and what to do instead.”

Your job isn’t just to report what’s happening. It’s to add context, insights, and your own unique take. That’s what builds thought leadership.

A great LinkedIn newsletter doesn’t feel like homework to read. It feels like a valuable, insightful conversation.

Step 4: Publish consistently (without burning out)

Starting a LinkedIn newsletter is easy. Keeping it going is where most people struggle.

At first, you’ll be excited. The ideas will flow. You’ll hit publish with confidence. But after a few issues, life gets busy, ideas run dry, and suddenly… you’ve ghosted your subscribers.

Sound familiar?

The truth is, consistency matters more than frequency. If you want your newsletter to grow, you don’t need to post every week. You just need to show up on a regular, predictable schedule.

Here’s how to stay consistent without stressing out:

1. Pick a schedule that works for you

Before you commit to anything, ask yourself: How often can I realistically publish?

• Weekly – Great for staying top-of-mind, but can be demanding.
• Biweekly – A solid balance between consistency and sustainability.
• Monthly – Easier to maintain, but growth may be slower.

The key is to choose a schedule you can stick to because disappearing after three issues does more harm than good.

Pro tip: You can always start monthly and increase frequency later. It’s better to be consistent at a lower cadence than to overcommit and burn out.

2. Create a content calendar

Ever sat down to write and felt completely stuck? That’s what happens when you don’t plan ahead.

A content calendar takes the guesswork out of writing. It helps you stay organized, keep ideas flowing, and avoid scrambling for topics at the last minute.

Here’s how to build one:

✅ Brainstorm 4-6 core topics your audience cares about
✅ Map out at least a month’s worth of ideas in advance
✅ Keep a running list of inspiration (from LinkedIn posts, conversations, industry trends)

Example for a Startup Growth Newsletter:

• Week 1: “The 3 biggest mistakes founders make with growth”
• Week 2: “How to get your first 1,000 customers without paid ads”
• Week 3: “The underrated marketing tactic that VCs don’t talk about”
• Week 4: “Growth vs. profitability: What early-stage founders get wrong”

Now, instead of staring at a blank screen, you always have a pipeline of ideas ready to go.

3. Repurpose what you already have

Good news. You don’t have to start from scratch every time.

A lot of your best newsletter content already exists, you just need to repurpose it. Here’s how:

✅ Turn LinkedIn posts into newsletter topics. Did a post get a lot of engagement? Expand on it.

✅ Repurpose old content. A great blog post from last year? Reframe it for LinkedIn.

✅ Summarize key takeaways from your experiences. Had an interesting client call? Learned something new? Share it.

Your audience doesn’t need more content, they need clear, valuable insights. So, instead of overthinking, work with what you already know.

Consistency beats perfection. Your audience would rather get a solid newsletter every two weeks than an amazing one that randomly disappears.

Step 5: Grow your subscriber base (without being spammy)

Creating a great LinkedIn newsletter is only half the battle. The other half is making sure people actually find it, subscribe, and engage with your content.

If you just hit “publish” and hope for the best, you’ll struggle to grow. But with the right strategies, you can steadily build a loyal audience without feeling like you’re constantly begging for attention. Here’s how:

1. Promote it everywhere

Your newsletter won’t grow if people don’t know it exists. Luckily, LinkedIn gives you plenty of opportunities to share it without being pushy.

Here’s how to get more eyes on it:

✅ Share it in your LinkedIn posts – Mention your newsletter naturally in your regular LinkedIn content. For example:

• “In my latest newsletter, I covered [topic]. If you missed it, here’s the link!”
• “This week, I wrote about [key insight]. Full breakdown in my newsletter—check it out here.”

✅ Pin past issues to your LinkedIn profile – Your profile is prime real estate. Pinning your best newsletters at the top of your activity section ensures that new visitors see them first.

✅ Add it to your bio and featured section – A simple “Subscribe to my LinkedIn newsletter on [topic] here: [link]” in your bio can drive organic growth.

✅ Include the link in your email signature – If you send emails regularly, why not use that space to promote your newsletter? Something as simple as:
“Want more insights on [topic]? Subscribe to my LinkedIn newsletter here.”

✅ Mention it in DMs (when relevant) – If someone messages you about a topic you’ve covered, send them the link. No hard sell, just:
“Funny you ask—I just wrote about this in my latest newsletter. Here’s the link if you’re interested!”

2. Encourage engagement (so LinkedIn promotes it for you)

LinkedIn rewards content that sparks discussions. The more engagement your newsletter gets, the more LinkedIn will push it to potential subscribers.

Ways to encourage interaction:

✔️ Ask a question at the end of each issue – “What do you think? Drop your thoughts in the comments!”
✔️ Reply to comments – If people take the time to comment, engage with them! It keeps the conversation going and boosts visibility.
✔️ Invite discussions in your posts – When promoting a newsletter, don’t just say, “Here’s my new issue.” Instead, start with a compelling question or insight to draw people in.

3. Leverage employee advocacy (if you have a team)

If you’re part of a company, your team can be one of your biggest growth drivers.

Why? Employee-shared content gets 2x more engagement than company-shared content.

Encourage your team to:

✅ Share your newsletter with their networks.
✅ Engage with and comment on your posts to increase visibility.
✅ Mention the newsletter in relevant conversations.

Even if you’re a solo creator, you can ask your connections to share if they find value in your content. You’d be surprised how many people are happy to help spread the word.

4. Experiment with LinkedIn’s built-in growth tools

If you’re serious about scaling, LinkedIn offers paid options like:

Boosted posts – Promote your newsletter announcement post to a broader audience.

Thought leader ads – Run ads featuring your content to the exact audience you want to reach.

While these aren’t necessary to grow, they can boost your reach if you have the budget.

Your newsletter won’t magically grow on its own. But you can steadily build a loyal subscriber base without resorting to spammy tactics by promoting it strategically, engaging your audience, and leveraging LinkedIn’s tools.

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Final thoughts on LinkedIn Newsletters

A LinkedIn newsletter isn’t just another way to share content. It’s a direct, reliable channel to build influence, engage your audience, and create long-term opportunities.

Unlike posts that disappear in the feed, newsletters stay visible, land in inboxes, and help you grow a subscriber base that chooses to hear from you. Over time, that audience becomes a valuable asset, opening doors to partnerships, clients, and industry recognition.

The challenge isn’t just starting, it’s maintaining momentum, keeping content fresh, and ensuring each issue provides real value. That’s why a strategic approach makes all the difference.

At Column, we help brands and individuals craft newsletters that not only grow but actually drive engagement and results. From shaping your focus to writing, editing, and publishing consistently, we handle the details so you can focus on what matters—building your presence and sharing insights that make an impact.

If you’re thinking about launching a LinkedIn newsletter or want to take yours to the next level, reach out today.