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Need this kind of work shipped every month?
MWJ is a marketing agency for B2B IT, tech and software companies. Define the need, get an SP package — fixed scope, no retainers.
MWJ is a marketing agency for B2B IT, tech and software companies. Define the need, get an SP package — fixed scope, no retainers.
Short answer: a LinkedIn newsletter is the only LinkedIn format that notifies subscribers of every new issue. For B2B companies it works when it has one clear promise, a monthly rhythm and one argument per issue, and when every issue is promoted in posts rather than left to find readers on its own.
Posts disappear from the feed within a day or two. A newsletter builds something that stays: a list of people who asked to hear from you. It is still a rented platform, but subscribers get a notification for each issue, which no ordinary post can promise.
Each issue is also published as a LinkedIn article, so it can be found in search long after the notification is gone. And because every issue makes one argument, it gives the sales team something better to send than a brochure: a piece of thinking a prospect can forward to the rest of the buying committee.
| Company page | Executive or founder | |
|---|---|---|
| Who it comes from | Your brand | A named leader |
| Growth speed | Steadier, slower | Usually faster: people follow people |
| Best for | Product, category and customer education | Point of view, market commentary, founder story |
| Main risk | Can read like a brochure | Depends on one person's time |
If leadership time is scarce, start from the company page. If the CEO is already active on LinkedIn, start from their account and reshare each issue from the page.
Before the first issue, write the promise of the newsletter as one sentence: "Every month, [audience] gets [one useful thing] from [who]." If you can't fill it in, the newsletter will drift into company news. Three examples:
Monthly is the right rhythm for most B2B newsletters: frequent enough to be remembered, slow enough to have something to say. Publish in the same week each month so subscribers learn when to expect it.
The best B2B newsletters are written by someone who understands the category and edited by someone who understands the reader. In practice that is usually a marketer or agency writer who drafts the issue, and a subject expert inside the company who supplies the point of view and checks the claims.
Keep the approval chain short. One person signs off on substance, one on brand and legal if needed, and both review the same draft at the same time. Newsletters that need four rounds of comments stop being monthly. If the newsletter goes out under an executive's name, they should approve every issue, but they should not have to write it: a 20-minute conversation at the start of the month is usually enough to give the writer the material.
When you publish the first issue, LinkedIn invites the followers of the page or person to subscribe. That invitation happens once, so the first issue should be your strongest topic, not an introduction to the newsletter. It is also worth growing the follower base in the weeks before launch, because that is the audience the invitation goes to.
An issue takes real effort to write, so it should not be used once. Each one can become two or three LinkedIn posts, a section of a sales email, a talking point for the next webinar and, if the topic is evergreen, a longer article on your own website. Over a year, twelve issues add up to a body of thinking that the sales team, the website and the executive's own posts can all draw on.
It also works the other way. Customer questions that come up in sales calls, comments on posts and support tickets are the best source of future themes. Keep a running list, and the hardest part of a newsletter, deciding what to write about, mostly takes care of itself.
We run LinkedIn newsletters for B2B tech companies. See our LinkedIn newsletter service, or pair it with executive ghostwriting.