When LinkedIn launched its newsletter feature to individual users in 2021 (and later expanded it to Pages in late 2022), it quietly unlocked a new way for organizations to connect directly with their audience. For social media managers, LinkedIn Newsletters offer a unique opportunity to build long-term, recurring engagement with stakeholders who want to hear from your brand on a regular basis.
So, what exactly is a LinkedIn Newsletter?
Think of it as a recurring blog or email blast, but native to LinkedIn. When someone subscribes, they receive a notification and an email each time you publish. No fighting the algorithm, no hoping your content shows up in the feed. Your message goes straight to inboxes, tapping into one of the most valuable commodities in our field: attention.
The amazing Teddi Tostanoski started experimenting with LinkedIn Newsletters when she helped launch CSU’s The Next 150 with President Amy Parsons podcast, and saw President Parsons’ newsletter subscription numbers skyrocket within hours of the first newsletter being published. She recommended we look into a newsletter for CSU’s LinkedIn Page.
That’s when we launched our first LinkedIn Newsletter, STATE: Highlights from Colorado State University. Published monthly through CSU’s LinkedIn Page, STATE is our home for showcasing the CSU “enterprise packages” developed by our stellar writing team. Each month, the writers dig into an important topic that highlights the real-world impact of CSU, from research breakthroughs to stories of student resilience.
The idea behind launching a newsletter was simple: To share these deeply reported stories with an audience beyond our campus. LinkedIn offered us a targeted way to bring these stories directly to alumni, professionals, and thought leaders connected to CSU. And it worked! Within the first few weeks, thousands subscribed. As of this writing, STATE has more than 37,000 followers.
And, it’s simple to format. The writing team already sends out an email newsletter each month featuring the enterprise packages. We essentially copy and paste that email into a LinkedIn Newsletter (making some changes to headlines and copy based on SEO recommendations from expert, Arnesh Koul).
For social media managers wondering whether it’s worth the time, here are three reasons to consider adding a LinkedIn Newsletter to your toolkit:
1. Forget the algorithm fight
Unlike traditional social posts that disappear into the scroll, newsletters offer a direct line to your audience. Subscribers get notified every time you publish, and the content lives in a dedicated tab on your Page. It’s more durable, more discoverable and more intentional.
2. It’s built for thought leadership
LinkedIn isn’t for memes and viral dances. It’s a space where more in-depth, thoughtful content tends to thrive, making newsletters a great place to share the heart of your brand’s story and impact. Newsletters are a chance to show your organization’s expertise, impact and values in a consistent and high-quality format.
3. Drive traffic and reach new audiences
STATE doesn’t just serve our current followers, it helps us reach new ones. By consistently publishing thoughtful, engaging content, we’re increasing visibility for CSU and positioning the university as a leader in areas that matter to our audiences.
If you’re already producing high-value content (whether that’s blog posts, news articles or feature stories), a LinkedIn Newsletter might be the easiest win you haven’t tried, yet.
Interested in learning more? Learn how to get your own LinkedIn Newsletter started.