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LinkedIn Drops Playbook to Boost Newsletter Growth
LinkedIn releases a new guide for newsletter growth, aiming to solidify its platform as a central hub for professional content and audience engagement.
Key Points
- LinkedIn releases a new guide for newsletter growth, aiming to solidify its platform as a central hub for professional content and audience engagement.
- The guide details both organic strategies and paid options like Article Ads, which claim to double the click-through rates of standard ads.
- This initiative supports LinkedIn's broader strategy to evolve from a digital resume site into a content engine by prioritizing knowledge and advice.
- The ultimate goal is to retain professional creators and their audiences within the LinkedIn ecosystem, making it an indispensable B2B marketing channel.
LinkedIn has released an official seven-point guide detailing organic and paid strategies for creators to grow their newsletter subscribers, a clear move to solidify its platform as the central hub for professional content and audience engagement.
Frictionless follows: The platform’s key advantage is its one-tap subscription process, which marketing expert Andy Crestodina calls "the lowest friction conversion in all of digital." The growth potential is huge: Crestodina’s LinkedIn newsletter gained over a quarter of a million subscribers in five years, while his traditional email list took 15 years to reach just 16,000.
Paid and organic plays: The guide advises creators to maintain a consistent topic and publishing schedule to keep readers engaged. For those willing to pay, the company is pushing its Article and Newsletter Ads, claiming the native formats generate 1.4 times the engagement and more than double the click-through rates of standard ads that link to external articles.
From resume to engine: The strategy builds on a 2023 overhaul of LinkedIn’s algorithm, which began deprioritizing viral-chasing personal content in favor of "knowledge and advice." By equipping creators with growth tools, LinkedIn is making a clear play to evolve from a digital resume file into a full-blown content engine.
LinkedIn's ultimate goal is to keep professional creators and their audiences locked within its ecosystem, making the platform an indispensable channel for B2B marketing and thought leadership from creation to consumption. The platform's advertising ambitions are expanding beyond the feed, with a recent push into Connected TV (CTV) ads for B2B campaigns.
