Use LinkedIn® Articles and Newsletters as a Company

Posts are not the only publishing option available to a LinkedIn® Company Page. Longer-form articles and newsletters can give substantial ideas a more durable home and, where newsletter access is available, create a recurring subscriber relationship.

Use articles when the subject needs depth

An article can suit research, analysis, detailed guidance, interviews and other material that cannot be communicated well in a short feed post. Do not expand a small idea purely to justify a long format.

Use newsletters as a recurring editorial product

A newsletter needs a recognizable subject and a reason for somebody to subscribe. Treat it as a series with an editorial promise, not as another distribution button for unrelated company updates.

LinkedIn controls Page newsletter access and applies eligibility criteria, so confirm that the option is available to your Page before building a launch plan around it.

Plan distribution around the long-form content

Publishing is only part of the job. Use normal Page posts, employee participation and other appropriate channels to introduce the article or newsletter edition and explain why it is worth reading.

Measure the format appropriately

Newsletter subscribers and long-form content performance tell a different story from ordinary post impressions. Review whether the format is building the audience and depth of engagement it was intended to create.

Your task

Identify one recurring subject your organization could credibly own for at least six editions. If you cannot define the audience, editorial promise and likely source of future material, do not launch a newsletter yet.