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LinkedIn Expands Newsletter Offering In New Content Marketing Boost

LinkedIn’s Newsletter feature has grown from strength to strength since it was introduced (for example, newsletter creation has grown 10x year-over-year).

The feature is a popular way for brands, marketers and creators to connect on the platform and could help marketers improve their outreach, especially since LinkedIn announced five new content marketing updates. Stay with us as we go through them here.

Feature your newsletter

Newsletters offer a valuable way for brands to share their knowledge with an audience – but you need an audience for them to be successful.

With that in mind, LinkedIn has made it easier for your newsletters to be discovered by other users.

Tomer Cohen, Chief Product Officer, LinkedIn

“We’re introducing some new ways to make driving subscriptions to a Newsletter even easier: more prominent placement on an author’s profile, and new shareable subscription-driving links.”

From now on, all new newsletters will be automatically placed in the author’s profile. Existing newsletters can get the same treatment by using the Featured capability on your profile.

One-click subscribe URLs and embeddable buttons mean that readers will find it easier to subscribe to a newsletter – which will help grow an audience and increase engagement.

URLs can be shared wherever you fancy (social media, email or on a website) and take users straight to LinkedIn.

Improved profile discoverability

LinkedIn says it has invested in two ways to improve content visibility.

Tomer Cohen, Chief Product Officer, LinkedIn

“One to make Newsletters more discoverable on LinkedIn, and another to improve the way our members’ content will appear in external search engines.”

All newsletters will now appear in LinkedIn search results under a user’s name, which will make it easier for members to find and subscribe to your content – again, this will improve discoverability and should boost engagement.

Marketers can also customise search engine optimisation titles and descriptions to increase visibility and help grow their audience off LinkedIn. It’s easy to do so – just go to any article on your page, click on ‘Publishing menu’ in the top-left corner, click ‘Settings’ and start customising your SEO title and description.

Drive engagement with clickable links

Image and video posts have been juiced up with clickable links to help drive richer engagement. Whether you post a photo or a video, you’ll be able to overlay the content with a clickable link – much in the same way you can over on Insta.

New analytics and content tools

LinkedIn says it will roll out a new analytics and tools page, which will provide a new suite of analytics all in one place.

Included in the data will be audience insights, profile views, post-performance indicators and access to creator tools. That should make it a one-stop-shop for busy marketers, who will now have more quantifiable information about what makes for a popular post.

Scheduling now available

LinkedIn has announced that it will soon launch scheduled articles.

Tomer Cohen, Chief Product Officer, LinkedIn

“Soon article and Newsletter authors can utilise the same pre-scheduling tools that we’ve enabled for posts – crafting long-form content while maintaining their planned publishing cadence, all natively on LinkedIn.”

In combination, these five tools should help marketers to boost engagement and discoverability. In turn, that should help them prove to the world why their brand is a knowledge leader, and deserve their customer’s money.

It also means that you should consider ramping up your efforts on the platform, if you haven’t already. LinkedIn is going from strength to strength, as you’ll see shortly.

Record growth and engagement

According to the latest data from LinkedIn’s parent company Microsoft, the platform has reported an 18% growth in total user sessions and revenue growth of 10%.

It also has over 900 million members across 200 countries and regions – 80% of whom are from outside the United States. While careful not to say how much, LinkedIn commented that it experienced “record engagement”.

According to internal data, LinkedIn users viewed 22% more feed updates in 2022, had 25% more public conversations and shared 25% more public content between June 2020 and June 2022.

Events were also popular. Members scheduled 176% more LinkedIn Live events YOY, there was a 75% increase in the number of spontaneous LinkedIn Live events YOY and members created 150% more virtual events in 2021 than they did in 2020.

All of this means that it could be worthwhile making LinkedIn a bigger part of your focus, especially if you’re a B2B company. If you can interact with more sector professionals, generate exposure and engagement and put your product in the eye line of more customers, then that’s a win for you and LinkedIn.

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