[Editor’s Note: Ahead of PRNEWS’ next PRNEWS PRO Online Training Workshop, PR Thought Leadership Strategies on LinkedIn on Nov. 19, we spoke to presenter Tayler Felix, Senior Social Media Manager at Workday. PRNEWS got a sneak peek into her session, “Optimizing LinkedIn Newsletter Engagement,” including the benefits of a LinkedIn newsletter compared to a branded in-house newsletter.]
PRNEWS: How should brands decide if a LinkedIn newsletter is a good route for them?
Tayler Felix: If your brand has an existing thought leadership platform and the capacity to develop and maintain a LinkedIn newsletter, then you should definitely consider creating one! Since 100% of your existing audience will receive a notification upon launch, along with push, in-app, and email notifications for each new publication, it’s low-hanging fruit to engage and activate your existing audience and reinforce your thought leadership within the industry.
PRNEWS: What are the benefits of a LinkedIn newsletter over regular brand newsletters to audiences?
Felix: One great advantage of a LinkedIn newsletter is that it’s delivered directly to your existing LinkedIn audience, rather than something you need to grow organically. On average, LinkedIn newsletters also see higher open rates than traditional e-newsletters (40-50%, compared to 20% on average). Additionally, you have the option to promote your LinkedIn newsletter through boosted posts or thought leader ads across LinkedIn, providing an extra layer of customization based on who you’d like to target for your subscriber base.
PRNEWS: Give us a sample of an idea for a recurring content feature in a LinkedIn newsletter.
Felix: Your overall theme will largely depend on your thought leadership platform and the industry you’re in. Some interesting themes I’ve seen focus on AI, sales strategies and leadership/management tips. My recommendation is to first identify the theme of your thought leadership platform and the goal of your newsletter, then use real-time insights from social listening to guide its development. This approach will keep your content fresh, intriguing and reinforce your position as a thought leader by providing value to your audience.
PRNEWS: What is one thing you would tell LinkedIn newsletter creators NOT to do?
Felix: Don’t be afraid to test your creativity and show it off! The world of social marketing is evolving, and audiences are looking for the “human” element in our content. Whether you’re a brand or an executive looking to launch a LinkedIn newsletter, don’t hesitate to have fun and show your true self. People want to connect with people, especially when it comes to demonstrating leadership within an industry.
PRNEWS: What is your favorite LinkedIn newsletter and why?
Felix: I’m a big fan of Lyft’s newsletter, "Rev." Kudos to their team—I think they’ve done a fantastic job using their platform as a leader in transportation to share relevant information and industry insights in a fun and engaging way. For example, the company's newsletter on the economic impact of Taylor Swift’s Eras Tour provided impactful takeaways on the cultural phenomenon while reinforcing Lyft’s mission to revolutionize the transportation industry. I also have to give a shoutout to a former colleague of mine, Michael Brito, and his newsletter, "The Data Drop." He has mastered the art of leveraging real-time insights to drive his content within the marketing and PR industry.
Nicole Schuman is Managing Editor at PRNEWS.