As LinkedIn becomes more important for communicators, it has started to add more content marketing tools to the mix.

Last year Articles for Pages hit the platform, letting marketers add more long-form content to pages to drive engagement and start conversations on the website. Now LinkedIn has introduced Newsletters to the mix.

LinkedIn Marketing Solutions

“We debuted Articles for Pages last year to help you publish longform professional content to spark conversations and drive greater engagement.

“We continue to look for meaningful ways to connect as we navigate our new world of work, and that’s why we’re introducing Newsletters, a new way to build communities around topics that matter most to your customers with recurring Articles from your Page that members can subscribe to.”

Newsletter tool

Newsletters were added to Creator Mode in 2021; now, company pages will be able to take advantage of the format.

LinkedIn has made it easy to create and publish Newsletters and has included analytics to allow marketers to see what works and what doesn’t. When writing an article, simply click on the ‘Create a Newsletter’ option, and you’ll be flying!

LinkedIn has also talked about best practices for Newsletters. They are:

• Make it visually compelling so your audience is drawn to it. Take the time to do so, and you’ll be rewarded.
• At the same time, it needs to be readable. Content shouldn’t be too long, or waffle. 500-1,000 words are plenty.
• Make sure to end the copy with a call-to-action.
• Tag the author of the piece and share it more than once for maximum exposure.

Newsletters with benefits

LinkedIn says there are three main benefits to Newsletters:

1. Brands can use it to drive reach using automatic notifications sent to Page followers when you create your newsletter. Sharing content outside LinkedIn also helps.
2. You can use opt-in subscribers to feed and encourage an engaged community. Subscribers can also be sent email notifications when new content is published.
3. Newsletters provide a new, free and native way that makes it easier to write and publish long-form content.

Early adopters have seen benefits. News publisher Insider gained 820,000 subscribers within 24 hours, which helped them grow an audience and keep it engaged. Zoom, the darling of post-pandemic life, saw 10% of its followers subscribe to its newsletter within the first 24 hours.

That’s encouraging news but bear in mind that your followers will probably be subscribed to more than one newsletter, so notification fatigue can be a real drain if everyone starts pumping them out like they’re about to go out of fashion.

Dovetails with Articles

Articles of Pages and Newsletters can complement each other pretty nicely. Articles look to provide another way to engage with your followers by creating longer-form content that proves your knowledge, expertise and sparks visible conversations with your community.

Newsletters can be used to share your articles, give them a second day out in the sun and engage your communities once more.

An easier way to do ads

LinkedIn has also upgraded its ad campaign manager and improved the navigation to make it closer match a customer’s campaign lifestyle.

LinkedIn Marketing Solutions

“We’re excited to share a new, more intuitive Campaign Manager experience with streamlined navigation that mirrors the customer’s typical campaign lifecycle: Plan, Advertise, Test, Analyse to increase its ease of use.”

The update will help brand managers spend less time managing and more time executing fantastic campaigns. Social media managers can easily access account settings and manage assets, while toggling between accounts has also been made easier.

The plan is to make everything more efficient. As we mentioned above, the Campaign Manager navigation has been streamlined and updated to the following section:

• View a Matched Audience and plan segments that you’d like to target. You can add domains and mobile apps to your block list and exclude them from your targeting.
• You can view and create campaign groups, campaigns and ads.
• Marketers can run and analyse experiments on your ad campaigns, including Brand Lift Testing.
• Brands can gain insights to your website audience with professional data, and help you measure conversions for ads.
• Manage campaign assets including landing pages and lead generation forms.
• Account settings. Manage settings for your ad account.