The rise of LinkedIn newsletters + Fierce Health

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The rise of B2B newsletters

We’ve said it before: Newsletters are the new homepage.

Consider the success that LinkedIn has seen with its newsletter platform. A staggering 450 million people have subscribed to at least one newsletter on LinkedIn, and the platform has seen a 3x year-over-year rise in the number of newsletter subscribers.

Bottom line: If you don’t already have a strategy for leveraging your newsletter, you’re falling behind.

With that in mind, let’s dive in.

—Stuart Grudgings & Phat X. Chiem, Publishers

Insights & strategies from around the web

💼 LinkedIn invites brands to sponsor newsletters: Newsletters on LinkedIn are taking off, with a 59% increase in profiles publishing newsletter articles in the past year and a 47% increase in engagement since 2023. With that kind of growth, brands are starting to see LinkedIn newsletters as opportunities to get in front of high-target readers. [MediaPost]

🚀 Why every B2B founder needs a newsletter: Most founders are focused on social media as a way to grow their visibility, but email can be far more effective for nurturing and converting an engaged audience. [Beehiiv]

🎤 Why companies are letting employees take the spotlight: Employee-generated content may be the new buzzword in B2B marketing. Unlike polished corporate messaging, EGC comes across as more authentic. The key is to empower your people to be storytellers and content creators. [Forbes]

A word from our sponsor

Your job called—it wants better business news

Welcome to Morning Brew—the world’s most engaging business newsletter. Seriously, we mean it.

Morning Brew’s daily email keeps professionals informed on the business news that matters, but with a twist—think jokes, pop culture, quick writeups, and anything that makes traditionally dull news actually enjoyable.

It’s 100% free—so why not give it a shot? And if you decide you’d rather stick with dry, long-winded business news, you can always unsubscribe.

Check it out

Newsletter we’re loving: Fierce Healthcare

• Title: Fierce Healthcare

• Produced by: Questex Healthcare & Life Sciences

• Industry: Healthcare

• Frequency: Daily

• Subscribe here

Why we love it: With a focus on breaking news, insights and events, Fierce Healthcare covers the healthcare industry at the intersection of business and policy. If you’re a decision maker in healthcare or life sciences, Fierce Healthcare is a daily must-read.

The publication has a large reach: 6.9 million monthly page views and 460,000 unique newsletter subscribers (across several verticals like health tech, health finance, hospitals, etc). Fierce Healthcare also hosts a wide range of in-person events and webinars, attracting tens of thousands of people every year.

What makes it a highly worthwhile read is its comprehensive news coverage, as well as its lively writing and in-depth industry insights. Each issue leads off with top headlines (Today’s Big News). There’s also a featured story, resources (whitepapers and podcasts), and event listings.

A key test of any daily newsletter—and it’s a high bar—is whether it’s worth opening up every day. Or put it another way: Do you feel like you’re falling behind if you don’t read it? With Fierce Healthcare, the answer is a resounding yes.

From the Ink Media Insights blog

The biggest mistakes you’re making with your B2B newsletter

Every B2B company should have a newsletter that engages prospects, builds trust and credibility, and showcases your thought leadership.

But most businesses are doing it wrong. They fall into the trap of using their newsletters as a platform for self-promotion, packing them with boring press releases and company updates of little interest to anyone outside of the business itself.

The true value of a B2B newsletter lies in providing content that is relevant, insightful, and beneficial to the reader. Here’s why newsletters are more effective when they focus on covering your industry rather than your own company.

Marketing Briefs: Tools, tactics & trends

👩‍🦰 B2B marketing on TikTok: What you need to know [MarTech]

🎯 How 'zero-click' search is affecting B2B marketers [Bain]

✍️ Newsletters continue to take off—and so do their ad tools [Marketing Brew]

📈 How B2B marketing is becoming a strategic growth driver [MarTech]

The ONE chart you should know

Want to know what other B2B marketers are doing? The Content Marketing Institute’s annual B2B Content Marketing Benchmarks, Budgets & Trends report is a great place to start.

One big takeaway from the report: Many B2B marketers are struggling with their content strategy. The majority of marketers (58%) rate their content as merely “moderately effective,” while only 1 in 3 say they have a scalable model for content creation.

What kind of content do they want to produce? No surprise here: Video-based content is at the top of most B2B marketers’ wish lists, followed by thought leadership.

Are you struggling to create content for your organization? Get in touch with Ink Media to maximize your B2B content marketing efforts. Contact: Stuart Grudgings | [email protected].

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