Advertised LinkedIn™ Newsletters: Your Next B2B Marketing Frontier

B2B marketing strategies are rapidly evolving, one format remains surprisingly underutilized: LinkedIn™ Newsletters. These long-form content pieces, often seen as a hidden gem, are now stepping into the spotlight with a game-changing twist—brands can sponsor them. If you’re looking to expand your influence beyond your immediate network, this new opportunity might be your next big move.

The Evolution of B2B Advertising on LinkedIn™

B2B advertising is no longer just about quick wins. It’s about building a long-term strategy that drives consistent engagement and generates meaningful leads. LinkedIn™ has been at the forefront of this evolution, continuously introducing new formats to help brands connect with their audiences in innovative ways. The latest addition to this lineup is the ability to sponsor LinkedIn™ Newsletters, a feature introduced in July that allows brands to leverage the influence of corporate ambassadors and external thought leaders.

This development is significant because it extends the reach of your brand’s message beyond your employees. Now, with the proper approvals, you can sponsor any member’s newsletter content or even promote newsletters directly from your Company Page as a single image ad through LinkedIn™’s Campaign Manager.

Why Newsletters Are the Most Underrated Format on LinkedIn™

During countless marketing training sessions, I’ve emphasized one key point: LinkedIn™ Newsletters are the platform’s most underrated format. The data backs this up. Engagement across 184,000 newsletters has skyrocketed, with a 47% increase reported in recent months. This surge in engagement highlights the growing appetite for in-depth, value-driven content among LinkedIn™ users.

So, why are newsletters so effective? Unlike other content formats, newsletters offer a direct line to your audience, delivering insights, updates, and thought leadership straight to their inboxes. This not only fosters a deeper connection but also positions your brand as a trusted source of information.

Leveraging Sponsored Newsletters for Maximum Impact

With the introduction of sponsored newsletters, LinkedIn™ has provided marketers with a powerful new tool to amplify their content strategy. But how can you make the most of this opportunity? Here are three strategies to consider:

• Establish New Thought Leaders Among Your Employees: Empower your corporate influencers to create and share their own newsletters. By sponsoring their content, you can help them build their personal brand while simultaneously boosting your company’s visibility.
• Form Brand Partnerships with External Influencers: Don’t limit your sponsorships to internal newsletters. Consider partnering with external influencers who align with your brand values. Sponsoring their content can help you tap into new audiences and expand your reach.
• Promote Your Own Newsletters as a Creator: If your brand already publishes a newsletter, take it to the next level by promoting it through sponsored ads. This approach not only increases your newsletter’s visibility but also drives more subscribers, leading to greater long-term engagement.

The Role of Lead Generation in Newsletter Sponsorship

One of the most intriguing aspects of LinkedIn™’s new sponsored newsletter feature is the ability to set your campaign objective to “Lead Generation.” When this option is selected, a unique “Unlock” button appears, encouraging curious readers to provide their contact information in exchange for access to exclusive content. This simple yet effective strategy turns passive readers into active leads, making it easier to nurture them through your sales funnel.

Don’t Overlook Newsletters in Your LinkedIn™ Strategy

Creating a standout newsletter requires time, effort, and resources, but the payoff can be substantial. By combining targeted content with a well-planned ad budget, you can build a robust, semi-organic funnel that consistently drives engagement and generates leads.

If your LinkedIn™ strategy has overlooked newsletters until now, it’s time to reconsider. Let’s connect—I’d love to help you craft newsletters that not only resonate with your audience but also drive tangible business results.

PS: Is your brand publishing a newsletter? If not, it might be time to start.