When most people think about LinkedIn content, they think about posts. Posts are important. They help you stay visible, participate in conversations and engage with your network. They’re also quick to create, which is one of the reasons so many professionals focus almost all of their attention on them. Articles and newsletters give you something different.
If you want to become known for a particular topic, articles and newsletters give you the opportunity to explore it in greater depth. You can answer questions, share observations, explain trends, discuss lessons you’ve learned and provide context that doesn’t fit into a short post.
One of the reasons I’m such a big believer in long-form content is that it helps create a stronger connection between your name and the topics you discuss most often. When you consistently write about a subject, people begin to associate you with it.
That’s becoming increasingly important as more people use AI tools, search engines and social platforms to research professionals before they schedule a meeting, make a referral, hire someone or reach out. They’re looking for information. They’re looking for examples of your work. They’re looking for evidence that you know what you’re talking about. Articles and newsletters help provide that evidence.
They also create resources you can continue sharing with clients, prospects, referral sources and members of your network. I can’t tell you how many times I’ve sent someone an article because it answered a question they had or explained a topic we were discussing. Good content doesn’t have to be used once and forgotten. It can continue helping people long after you publish it.
Why LinkedIn Articles and Newsletters Matter
When someone visits your LinkedIn profile, they’re usually trying to answer a few basic questions:
- Who are you?
- What do you do?
- What experience do you have?
- What topics do you know well?
- Who do we know in common?
- Are you someone worth hiring, referring, partnering with or following?
Your LinkedIn profile provides information about your background, experience and accomplishments. It tells people where you’ve worked, what roles you’ve held and what skills you’ve developed. LinkedIn articles and newsletters give people a better sense of what you actually know. Your profile can tell people where you’ve worked, what your title is and what your responsibilities are. Articles and newsletters give you space to answer questions, discuss industry developments, share lessons you’ve learned and provide insight into the issues you spend your time helping clients, colleagues and others navigate.
Think about someone who visits your LinkedIn profile for the first time. If all they see is your headline, About section and experience, they’ll learn the basics about your background. If they also find articles you’ve written, they’ll have a much clearer understanding of your expertise and the topics that matter most to you professionally.
That’s one of the reasons I’m such a big believer in long-form content. Every article and newsletter gives you another opportunity to reinforce the topics for which you’d like to be known. Over time, people begin to associate your name with those subjects because they’ve seen you writing about them, talking about them and sharing your perspective on them consistently.
The more content you create around a topic, the more opportunities you create for people, search engines and AI platforms to connect your name with it. A single article can be helpful. Ten articles on the same subject start to paint a much clearer picture of your expertise. That’s where the real value comes in.
What’s the Difference Between a LinkedIn Article and a LinkedIn Newsletter?
Many people use the terms interchangeably, but they’re not exactly the same thing. A LinkedIn article is a piece of long-form content that lives on your profile. You can write about a topic, share insights, answer a question or provide practical advice. Articles are searchable, easy to share and remain part of your content library over time.
A LinkedIn newsletter is built using LinkedIn’s article feature, but it includes a subscription component and it can have multiple articles. When someone subscribes to your newsletter, LinkedIn notifies them when you publish a new issue. Subscribers can also receive email notifications, which can help increase readership and engagement.
Think of a newsletter as an ongoing series and an article as a standalone piece of content. For example, you might write individual articles about a particular topic and if you decide to create a newsletter, those articles could become part of a recurring series focused on a broader theme.
Why Professionals Should Create LinkedIn Newsletters
One of the biggest advantages of a newsletter is that it helps you build a subscriber base on LinkedIn. Instead of hoping people happen to see your content in the feed, you’re creating an audience that has actively chosen to receive updates from you. Over time, that audience can become a valuable community of clients, prospects, referral sources, colleagues and industry contacts. If you don’t have an email list or email newsletter, this is even more important.
LinkedIn newsletters also help establish consistency. When readers know you’ll be sharing content on a regular basis, they’re more likely to follow your work and engage with your ideas over time. Many professionals use LinkedIn newsletters to:
- Share industry insights and trends
- Answer frequently asked questions
- Educate clients and prospects
- Build visibility around a specific area of expertise
- Support business development efforts
- Stay connected with their network
- Create a recurring platform for thought leadership
Should You Create a LinkedIn Article or a Newsletter?
This is one of the questions I get asked most often, especially by professionals who are interested in creating more long-form content but aren’t sure where to start. If you’re new to long-form content, I generally recommend starting with a few standalone LinkedIn articles before launching a newsletter.
LinkedIn articles give you the opportunity to experiment. You can write about different topics, test different formats and see what resonates with your audience. They also help you build confidence as a writer and begin creating a library of content around your expertise.
For example, you might write an article answering a common client question, sharing lessons you’ve learned throughout your career, discussing an industry trend or explaining a topic that people frequently misunderstand. After you’ve written several articles, you’ll often start to notice patterns. Certain topics generate more engagement. Some subjects spark conversations. Others lead to direct messages, referrals or speaking opportunities. Those patterns can help you decide whether there’s a larger theme worth turning into a newsletter.
A LinkedIn newsletter works best when you have an ongoing topic you want to explore consistently. Think of it as a recurring series rather than a one-time piece of content. For example, a recruiter might create a newsletter focused on hiring trends and career advice. A lawyer might publish regular insights on developments affecting a particular industry or practice area. A consultant might share lessons, observations and strategies related to leadership, growth or operations.
The advantage of a newsletter is that people can subscribe to it. Over time, you’re building an audience of readers who have actively chosen to receive your content, which can help strengthen relationships and keep you top of mind with clients, prospects, referral sources and colleagues.
Whether you start with an article or a newsletter, the most important thing is to begin documenting your expertise. Every article you publish becomes another resource that demonstrates what you know, how you think and the topics you care about most professionally.
After you’ve written a few articles, take a step back and look at the subjects you’ve covered. You’ll often find that several of them connect to a broader theme. A series of articles answering common client questions, sharing lessons learned, discussing industry trends or offering practical advice can easily become the foundation for a newsletter.
The hardest part is usually getting the first article published. After that, you’ll have a much easier time identifying additional topics because you’ll start seeing patterns in the questions, conversations and feedback you receive. The more attention you pay to those patterns, the easier it becomes to develop content that is relevant, useful and closely connected to your expertise.rted. Most successful newsletters begin with a handful of useful articles and grow from there.
Why LinkedIn Articles and Newsletters Matter More Than Ever
A few years ago, if someone wanted to learn more about you, they might visit your LinkedIn profile, look at your company bio or run a Google search. Today, they’re doing those things and a lot more.
People are asking ChatGPT about companies they’re considering hiring. They’re using AI tools to research potential clients, referral sources, job candidates, speakers and service providers. They’re looking for information before they ever pick up the phone or send an email. That’s one of the reasons I think articles and newsletters are worth the effort.
Every time you write about a topic, you’re adding another piece to the picture people see when they’re researching you online. One article may not make much of a difference. Ten articles about the same subject start telling a very different story.
If you want to become known for a particular topic, writing about it consistently helps connect your name with that subject. It gives people something to read, something to share and something to reference when they’re deciding whether to reach out, make an introduction or recommend you to someone else.
Articles tend to have a much longer shelf life than posts. People regularly find articles months after they’ve been published through LinkedIn searches, Google searches, referrals and other content. A single article can answer questions, start conversations and introduce people to your expertise long after the day you hit publish. That’s why I view articles and newsletters as more than content. They’re resources. They’re a way to share what you know, help other people and build visibility around the topics that matter most to you professionally.
LinkedIn Articles and Newsletters Can Become Reusable Assets
One of the biggest advantages of long-form content is that it continues creating value long after publication. Unlike a post that may disappear from attention within days, an article or newsletter can remain useful for months or even years.
An article can answer common questions from prospective clients. It can support a business development conversation. It can become a resource you share after a networking meeting. It can help someone understand a topic before they ever speak with you.
A newsletter can become the foundation for additional content. One article might generate several LinkedIn posts, a presentation, a webinar topic, website content or talking points for a podcast interview. Many professionals underestimate how often they can reuse their own content.
I can’t tell you how many times I’ve sent someone an article because it addressed a question they asked or explained a concept we were discussing. Instead of writing the same response over and over again, I can share a resource that is thoughtful, consistent and immediately useful.
The recipient receives value, the conversation moves forward more efficiently and the content continues serving a purpose long after it was originally published.
How to Come Up With Topics for a LinkedIn Article or Newsletter
If you’re struggling to decide what to write about, start with the conversations you’re already having. Some of the best article and newsletter topics come directly from your day-to-day work. Make a list of:
- Questions clients ask repeatedly
- Questions prospects ask before hiring you
- Common misconceptions about your industry
- Mistakes people make that you see all the time
- Trends people keep asking about
- Advice you find yourself giving over and over again
- Lessons you’ve learned through experience
- Frequently asked questions from networking conversations
- Topics you could comfortably discuss for 20 minutes without preparation
Once you have your list, look for patterns. You’ll often find the same themes appearing again and again. Those themes can become the foundation of your content strategy.
For example, a recruiter might write about interviewing, hiring trends, candidate experience, compensation and career development. A lawyer might write about common client questions, industry developments and practical legal issues. A consultant might focus on leadership, growth, operations or change management. A good rule of thumb is simple: if you’re talking about something frequently, it’s probably worth writing about.
Start With the Questions You’re Already Answering
One of the easiest ways to come up with article ideas is to pay attention to the conversations you’re already having. Think about the questions clients ask repeatedly. Consider the topics that come up in meetings, networking conversations and emails. What issues are people trying to understand? What trends are they asking about? What advice do you find yourself sharing most often?
Those questions often make excellent article topics because they’re connected to your experience and based on real-world situations. If the same subject keeps coming up in conversations, there’s a good chance other people would find the information useful as well.
When people tell me they aren’t sure what to write about, I often suggest looking through recent emails, meeting notes and client conversations. The answers you’ve already provided can frequently become articles, newsletters, LinkedIn posts or other content. Many professionals are sitting on dozens of content ideas without realizing it because they don’t think of their everyday conversations as content.
The strongest articles are usually specific and practical. They answer a question, explain a topic, clarify a misconception or provide guidance on an issue that people are trying to navigate. A focused article that addresses one question well is often more useful than a lengthy article that tries to cover everything.
As you think about potential topics, pay attention to the conversations that happen repeatedly. Those recurring questions are often the clearest indicator of the subjects people most want to learn about from you.help many people. You don’t have to write the definitive guide on a subject. You don’t have to cover every angle. Start with one question and answer it well.
Getting More Value From Every LinkedIn Article
Getting More Value From Every LinkedIn Article
One of the things I like most about articles and newsletters is that they can be used in so many different ways.
A single article can become:
- Multiple LinkedIn posts
- Content for your website
- A presentation topic
- A webinar discussion
- A podcast conversation
- A video post
- A resource for clients and prospects
- A follow-up after networking meetings
- Material for future newsletters
I think many people underestimate how much content can come from one good idea. A question from a client can become an article. That article can become several LinkedIn posts. Those posts can spark conversations, generate additional questions and create opportunities for future content.
Articles can also help people find you.
When someone searches Google, asks ChatGPT a question, uses Perplexity to research a topic or looks for information on LinkedIn, they’re looking for content. If you’ve written about a subject, there’s a greater chance they’ll come across your work.
That’s one of the reasons I think it’s important to be intentional about the topics you write about and the language you use. If you’d like to become known for a particular subject, make sure those words actually appear in your headlines, subheads and content. People can’t find content about a topic if the topic isn’t mentioned.
People are researching professionals differently than they were a few years ago. Before they schedule a meeting, make a referral, hire someone or reach out, many of them are gathering information from multiple sources. Articles and newsletters give them something to find, read and share.
The more content you create around a topic, the more opportunities you create for people, search engines and AI platforms to connect your name with it. That’s one of the reasons articles and newsletters can be such a valuable part of a LinkedIn strategy., repurposed and revisited in different ways over time.
What You Should Do Next
f you’ve been thinking about writing a LinkedIn article or starting a newsletter, don’t wait until you have the perfect topic, title or content strategy.
Start by paying attention to the conversations you’re already having.
What questions do clients ask repeatedly? What topics come up in meetings? What misconceptions do people have about your industry? What advice do you find yourself giving over and over again? What trends are generating the most discussion?
Write those questions down and look for patterns. You’ll often find that a handful of topics appear repeatedly. Those recurring themes are often the subjects people already associate with you or the areas where you have the most to contribute.
Choose one question and turn it into an article. Share what you’ve learned through your experience. Answer the question the way you would answer it for a client, colleague, prospect or member of your network. Focus on being helpful and providing information that someone else would find useful.
Remember that every article serves multiple purposes. It helps educate your audience. It gives you content that can be repurposed into future posts, presentations and other resources. It creates additional opportunities for people to find you through LinkedIn, Google and AI-powered search tools. Most importantly, it helps strengthen the connection between your name and the topics for which you’d like to become known.
The professionals who become associated with a subject usually don’t get there because they wrote a single article. They get there because they continue contributing to the conversation over time.
If there’s a topic you’d like to be known for, start writing about it.ne of the easiest ways to create content, build visibility and become known for the topics that matter most to your work.
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