Industry Newsletter
The Assignment
Write a weekly newsletter summarizing 3-5 industry-related topics in the news that week and publish it to LinkedIn.
The Challenge
Write captivating copy related to topics that are already in the news without being controversial. The readers of the newsletter were from the industry in question, and might very well be reading about themselves, so some amount of discretion was advisable. Even more importantly, they would already have been informed about the issues being discussed, so I had to say something interesting or entertaining to keep them coming back.
The Results
I quickly realized that what I could offer industry experts was a quick, punchy overview of the week’s news that put the different voices in conversation with each other:
The newsletter was a hit from the start, with post impressions increasing by 455% in the month publishing the first issue. In general, impressions spiked on Fridays, when the newsletter was published:
On a qualitative note, our followers and industry professionals reached out to congratulate the company on the newsletter and continue to this day.
Some examples:
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