Posts in category: LinkedIn

If you’re in B2B marketing, you’ve probably faced the age-old question: Should I publish a LinkedIn newsletter or go full-on email marketing with a platform like Mailchimp, Substack, or HubSpot?

The answer? Citing my good friend Vasileios Mylonas 🤘, it depends! (classic marketer response, right?).

The Value of LinkedIn Newsletters for Marketing

With over 1 billion LinkedIn members but few active newsletters, the competition for LinkedIn newsletters is low. LinkedIn’s built-in distribution system gives you a huge organic reach, sending direct notifications to your subscribers, making it easy for them to open.

Even better? LinkedIn wants newsletters to succeed; they keep users coming back, boost platform engagement, and give your content instant credibility thanks to LinkedIn’s domain authority. So, trust me, the algorithm will be on your side.

Also, newsletters let you go deep (up to 100,000 characters), giving you space to create powerful, in-depth content. But don’t get too wordy, to have to wow your subscribers with amazing graphics and useful content.

⚠️ Now, caution! Let’s be real for a moment: The Newsletter function/tab of LinkedIn hasn’t worked for a while, and it is hard to find new newsletters. LinkedIn also doesn’t push them enough through curated recommendations based on your content consumption.

Let’s break down the Pros and the Cons of each:

Round 1: Audience & Reach

LinkedIn Newsletters

✅ Instant access to your LinkedIn network, your subscribers get a notification (and sometimes an email too).

✅ Leverages LinkedIn’s algorithm, boosting visibility beyond your current connections.

✅ Easy for professionals already scrolling LinkedIn to engage with your content.

❌ Limited to LinkedIn users (you don’t own the audience, LinkedIn does).

❌ Not so amazing for nurturing long-term leads outside the platform.

🔍 Data Point: LinkedIn newsletters can see open rates of 40-50%, which is double the average email marketing open rate (~21.5% according to Mailchimp).

Email Newsletters (Mailchimp, Substack, HubSpot, etc.)

✅ You own your audience, no algorithm changes or LinkedIn policies can take them away.

✅ Full customization of branding, design, and automation.

✅ Works well for deep audience segmentation and advanced analytics.

❌ Lower open rates (the dreaded spam folder is real).

❌ Requires more effort to grow your subscriber base organically.

🔍 Data Point: The average email click-through rate (CTR) is around 2.6% (HubSpot, 2023), make content so awesome people want to learn more.

Round 2: Design & Customization

LinkedIn Newsletters

✅ Simple and easy to create, if you can write a LinkedIn post, you can make a newsletter.

✅ Minimal design effort required (great for quick content).

❌ No advanced customization, limited formatting, branding, and layout options.

Email Newsletters

✅ Fully customizable layouts with branding, colors, and templates.

✅ Ability to A/B test, automate, and personalize content based on audience behavior.

❌ Requires more design effort (or a designer, or a really good template).

Round 3: Analytics & Performance Tracking

LinkedIn Newsletters

✅ See total subscribers, open rates, and social engagement metrics (likes, comments, shares).

✅ Insights into audience demographics (who’s reading, job titles, industries).

❌ Limited A/B testing and deep email analytics.

Email Newsletters

✅ Track open rates, CTRs, bounce rates, and conversion rates.

✅ Integrates with CRMs (like HubSpot) to measure sales impact.

✅ Retarget and segment based on behaviour (e.g., who clicked but didn’t convert).

❌ Requires more setup and strategic follow-up.

Round 4: Lead Generation & Conversion

LinkedIn Newsletters

✅ Great for top-of-funnel awareness, positioning yourself as a thought leader.

✅ Builds credibility within professional circles.

❌ Harder to move readers down the funnel past the awareness stage.

Email Newsletters

✅ Perfect for nurturing leads, automating follow-ups, and driving conversions.

✅ Integrates with sales funnels, landing pages, and CRM workflows.

❌ Requires a well-planned content and email strategy to maximize ROI.

🔍 Example: HubSpot reports that companies using email marketing see 4x higher conversion rates compared to social media alone. If you’re selling something, email wins.

The Verdict: Which One Should You Choose?

• LinkedIn newsletters for growing personal brand: You want to grow personal brand awareness, establish thought leadership, and leverage LinkedIn’s network effect. Great for personal brands, consultants, recruiters, and industry leaders.
• Email newsletters to sell: You want to sell and need more control, deeper analytics, and better conversion tracking. Best for companies with established lead funnels and sales processes.
• Use both if you have the bandwidth! Start with LinkedIn to build an audience, then encourage subscribers to join your email list for exclusive content and deeper engagement.

Pro Tip: The Hybrid Strategy

Want the best of both worlds? Publish a teaser of your email newsletter as a LinkedIn article and include a call-to-action to subscribe to the full version via email. This way, you maximize reach and own your audience.

Take it a step further, consider sponsoring the article on LinkedIn for maximum visibility and to increase subscribers even faster out of your network.

📣 Some examples of awesome LinkedIn newsletters: The Future of Work 🤖 | The Marketing Week 📅 | The Marketer’s Brief 🩲 |

🔸Create and Manage a Newsletter on Linkedin

🔸Create a Newsletter as a Company Page

🔸Linkedin Newsletter Requirements for Company Pages

🔸Linkedin Newsletter Best Practices

What’s your take? Are you all-in on LinkedIn, or do you swear by email? Tell me in the comments! 👇

The 3-Step Playbook to Design and Dominate Your Category — Without Ads

Let’s be blunt:
In 2025, if your category isn’t showing up in the LinkedIn feed… you don’t exist.

Sure, your product might be brilliant. Your deck might be sharp.
But if your buyers aren’t seeing your category, talking about your category, or identifying with your category —
you’re not just invisible. You’re irrelevant.

Because today, B2B buying begins before the funnel.
And category creation starts in the feed — not on your website.

Strategic Concept: Social-First Category Design

Category design used to be a C-suite branding exercise.

Now?
It’s a daily content habit.

You’re not just building a product.
You’re building a narrative. A language. A lens.

And LinkedIn is your proving ground.

The best B2B companies aren’t pouring ad dollars into shouting louder.
They’re showing up organically — and owning the conversation by doing three things:

• Defining a new problem
  
• Creating new language
  
• Becoming the go-to voice in the feed
  

Why Most Companies Stay Invisible

Here’s what the bottom 97% of B2B brands are doing on LinkedIn:

• Recycling tips with no POV
  
• Posting case studies no one reads
  
• Reactively commenting without building authority
  

All tactics. No strategy.

👉 The problem? They’re marketing a product, not a point of view.

The result?
Low visibility. Low resonance. Lower pipeline.

Because in a category-first world, attention isn’t earned by explaining your product.

It’s commanded by framing a problem no one else is talking about — in words only you use.

The 3-Step Category Domination Playbook (No Ads Required)

1. Narrate the Enemy

Category leaders don’t start by talking about themselves.
They start by naming the villain of the status quo.

• Gong vs. “gut-feel selling”
  
• Notion vs. “tool sprawl”
  
• ClickUp vs. “app overload”
  
• Lavender vs. “selfish emails”
  

👉 What are your buyers quietly suffering from — that no one’s saying out loud?

Post about that. Lead with the frustration. Make it feel unignorable.

Example Post:
“You’re not behind on content. You’re trapped in the ‘publish-to-perform’ cycle that never ends. Here’s the shift that saved our sanity.”

Result: Scroll-stopping resonance.

2. Invent Language That Makes You Unforgettable

You can’t own a category if you’re using someone else’s words.

Category kings coin the terms that change the game:

• “Revenue Intelligence”
  
• “Conversation Qualified Leads (CQLs)”
  
• “Second Brain”
  
• “Zero-Click Content”
  

These terms don’t just differentiate — they dominate. They become shorthand for a new way of thinking.

Your move:
Create a term that captures your methodology, worldview, or product category.
Use it relentlessly. Define it. Teach it. Meme it.

Why? Language spreads faster than logos. And buyers remember what they can repeat.

3. Show Up with POV-First Content (3–4x/Week)

The most powerful media engine today?
A founder or marketer posting content that’s:

• Rooted in belief
  
• Framed around the problem
  
• Spiked with a unique vocabulary
  

And doing it consistently — without selling.

3 post types to rotate through:

Add 1–2 personal observations or behind-the-scenes takes, and you’ve got a media machine that builds category gravity — without buying reach.

Why This Works for Millennial Marketers

Millennials hate hard-sell tactics.
We follow movements, not marketing.

We want to be:

• Early to new language
  
• Emotionally aligned with a belief
  
• Empowered with shareable ideas
  

If your category narrative makes us feel smart, seen, and part of something new — we’ll spread it for you.

Just like we did with:

• “Inbox zero”
  
• “Digital nomad”
  
• “Building in public”
  

These aren’t product features.
They’re identity flags. And we wave them loudly.

Proof in the Feed

• According to LinkedIn B2B Insights, category-defining language increases content engagement by 83% compared to generic positioning.
  
• Brands with a consistent POV-led content strategy generate 4x more inbound opportunities than those focused on product-first messaging.
  
• And the top-performing SaaS companies in 2024? Almost all had founders or CMOs posting organically 3–5x per week.
  

Your ads might scale later.
But your category narrative needs to scale now — and LinkedIn is the launchpad.

Final Thought

If you’re waiting for your category to be “understood” before you post about it… you’re already behind.

You don’t get discovered. You get declared.

And in a world where everyone’s pitching features,
you win by owning the language that defines the future.

👉 So here’s the question: What phrase or problem do YOU want to be known for on LinkedIn — before your competitors catch on?