MARKETING
18 Email Newsletter Examples We Love Getting in Our Inboxes

When you’re constantly inundated with social media, news, and emails, every day can seem like a case of information overload – trying to parse what’s important is a challenge. Subscribing to the right email newsletter can deliver the information you need. Done well, an email newsletter with a purpose is like a trusted source helping you cut through the clutter.
In this blog post, we provide tips and tricks for creating a newsletter that delivers value to subscribers and include examples of exemplary newsletters, explaining what makes them work.
Email Newsletter
An email newsletter is a recurring email sent to subscribed contacts containing curated informational content from news articles to resources and tips. The goal is to provide ongoing value while surfacing important industry- or niche-related topics.
The curation serves to up-level the journalistic quality of your content, which results in two things:
- Increases the value you provide
- Improves your authority and credibility in your audience’s eyes
When people first start doing email marketing, they often assume they need an email newsletter. However, newsletters are only effective when done well.
“It’ll have everything our customers care about, all in one place,” they rationalize. “Our list will be different — people will actually look forward to getting our newsletter,” they argue. “Since we’re only sending it once a month, it’ll be a breeze to put together,” they say.
And while all of those things may become true for a few lucky individuals, lots of email newsletters flop. They become an uninteresting mush of content people automatically ignore, archive, delete, or straight up unsubscribe from. And this isn’t great for you, your metrics, or your company’s success.
So if you’re thinking about creating an email newsletter, keep on reading. In this post, we’ll cover:
Email Newsletter Ideas
Email newsletters can include a weekly round-up of blog posts, case studies regarding your product or service, upcoming company events and webinars, or even a behind-the-scenes look at your company.
Of course, you don’t want to create a newsletter just for the sake of creating one — instead, you should do thorough research on what your audience might prefer, and what your company is well-suited to offer.
If you’re looking for general email newsletter inspiration, you’re in luck. Here’s a list of some of our favorite ideas for email newsletters:
- Round-up of popular or recent blog posts or videos
- New job openings at your company
- New case studies or product launches
- Membership/customer deals and promotions
- New best practices or tips
- Industry news
- Quotes
- Recent survey results related to your industry
- Internal employee news, including anniversaries, promotions, and birthdays
- Listicles (i.e. “10 Best Vacation Spots of 2020” if you work for a Travel publication)
- A team spotlight with pictures and bios
- Photos or stories customers have shared
- Behind-the-scenes at your company, or interviews with company executives
- Monthly business recap
- New training opportunities
- FAQ (Frequently Asked Questions) and answers
- Upcoming webinars, or recordings of past webinars
Next, let’s explore some newsletter designs to inspire the aesthetic of your newsletter.
Featured Guide: Email Newsletter Design Examples Lookbook
Learn how to build an email newsletter from scratch, and see dozens of email newsletter examples from real businesses with this free guide.
Email Newsletter Design
While you can get creative with the structure of your email newsletter, the general anatomy typically includes:
- Your logo or masthead
- A featured image and other eye-catching visuals
- Top stories featured at the top
- Additional content and promotions following
- An email footer with social links and subscription information
From a design standpoint, your company’s newsletter should be a true reflection of your brand. For instance, if your website features minimalist design and clean, plain black-and-white text, then you don’t want to create a super colorful newsletter, which might confuse new subscribers.
There are a few best practices, however, you can employ to ensure your design is up-to-par regardless of your audience’s preferences:
- Clean, crisp images (no blurry images)
- Text (use same text throughout), company logo, and icons
- Try filters, memes, or video
- Make the CTA clear and obvious — and just have one (i.e. “Click here to shop” or “Click here to read”)
- Create a hierarchy with CTA early-on
- Mobile-responsive
- Test the length of your newsletter to ensure it’s not too short or too long for your audience
Of course, the design of your newsletter will depend on your brand, as well as the message. For instance, you might want to create a colorful, attention-grabbing newsletter if it largely focuses on visuals of new products — alternatively, if it’s a round-up of recent blog posts, perhaps you try a more minimalist look to mimic the appearance of a letter.
Of course, you’ll want to A/B test whichever design(s) you choose, to ensure they resonate with your audience.
I’d also recommend looking into pre-made templates if you’re not familiar with designing emails. If you’re a HubSpot customer, you’ll have a bunch of pre-made templates in the email tool.
However, if you’re still unsure about your newsletter design, there’s nothing better than looking at examples for further inspiration.
Take a look at the following newsletters that knocked it out of the park, and consider using some of their design elements as inspiration for your own.
Email Newsletter Examples
- The Hustle
- Atlas Obscura
- Buffer
- The Washington Post The 7
- Phrasee
- The New York Times Cooking
- Quartz Daily Brief
- Moz Top 10
- Vox Sentences
- TheSkimm
- Below the Fold
- The Ringer
- The Marginalian
- The New Yorker Recommends
- Polygon Patch Notes
- Apple News+ Audio
- Medium
- The Strategist
Each newsletter on this list is fabulous for different reasons. Some have exceptional design, some have exceptional copy, some have exceptional calls-to-action … but all are exceptional at solving for their subscribers’ needs.
1. The Hustle
The Hustle is a daily newsletter that promises “business and tech in 5 minutes or less.”
While there are a ton of business and tech newsletters out there, what makes The Hustle remarkable is its tone at the intersection of informational and hilarious.
Take two of their most notable headlines from 2021 as an example:
- “Inside the world’s most booked Airbnb”
- “How Bob Ross paintings became a coveted investment”
The Hustle also allows subscribers to customize the content they receive to fit their interests (see the “Snippets” section in the example below).
The formula of great content + unique tone + personalization works well for The Hustle’s audience as they’ve grown to more than 1.5 million subscribers.
Image Source: The Hustle
2. Atlas Obscura
Atlas Obscura’s newsletter does more than provide travel recommendations – it also delivers compelling stories about the world to your inbox.
With stories like “Spotting Squid in the Tides of Oahu” and “Dreaming of Spaghetti and the Sea,” the Atlas Obscura newsletter is a portal for exploration. They do an excellent job of writing attention-grabbing headlines and finding unexpected, delightful details – library apartments, haunted coffee, and 19th century skulls are just a few examples.
Combining interesting stories, captivating photos, and incredible destinations, the Atlas Obscura newsletter reels in the reader.
See the Pen Newsletter – Arcana Obscura by HubSpot (@hubspot) on CodePen.
3. Buffer
Buffer does a great job at keeping the newsletter concise, making it easy for readers to get the knowledge they need with a skim. They understand that readers want to catch up on the fast-paced and ever-changing social media landscape, so they break down the latest news and trends.
The newsletter is packed with information without feeling overwhelming due to its simple and organized structure.
See the Pen Newsletter – Buffer by HubSpot (@hubspot) on CodePen.
4. The Washington Post The 7
The news is overwhelming and trying to scroll through Twitter to catch up on what’s happening can lead to distractions. The Washington Post understands this and created “The 7” to break down the seven most important stories of the day.
The newsletter is memorable because you can expect exactly seven stories to be sent to your inbox every weekday morning. The listicle format makes the newsletter skimmable. Under each story, they include bulleted points like “why this matters,” “why now,” and “the numbers” to get the point across succinctly. Complex news is made digestible.
See the Pen Newsletter – WaPo by HubSpot (@hubspot) on CodePen.
5. Phrasee
Phrasee’s weekly newsletter is as informative as it is delightful. They deliver curated articles accompanied by fun graphics, GIFs, and memes.
Their tone is personable and lively, almost like the newsletter could fit in on social media. With their unique and daring tone, they know how to stand out from the crowd.
Image Source: Phrasee
6. The New York Times Cooking
A picture is worth a thousand words, says the adage. This couldn’t be truer for newsletters – if your content lends itself to imagery, use it to your advantage like The New York Times Cooking newsletter. The New York Times may be known for delivering news, but it also has a robust cooking section packed with creative, multicultural recipes that are beautifully photographed.
Highlighting new recipes from different chefs, Their New York Times Cooking newsletter is never stale. They expertly include a variety of recipes so readers get value out of finding something new to try.
See the Pen Newsletter – NYT Cooking by HubSpot (@hubspot) on CodePen.
7. Quartz Daily Brief
The Quartz Daily Brief provides a rundown of must-know news, Quartz’s most popular stories, and other interesting highlights about the economy.
The newsletter is straightforward like a brief without being dry, with visuals like charts to help pique the reader’s interest. Sections for need-to-know news, what to watch for, top reads, and surprising discoveries keep things organized. The breadth of material means the reader can choose from a variety of topics to further investigate.
See the Pen Newsletter – Quartz by HubSpot (@hubspot) on CodePen.
8. Moz Top 10
Moz Top 10 is a semi-monthly roundup of top pieces of content about marketing. Essential to any marketer, Moz Top 10 links to key marketing content with actionable insights. The content is not just their own; they link to external sources.
Examples of digital marketing and SEO content includes how brands can take stands on issues and backlink index comparisons.
[Click here to see the entire email.]
9. Vox Sentences
Vox Sentences is a nightly email meant to quickly get its readers up to speed on the best stories from the day. The content ranges from the day’s top news to fun stories from all over the web. They do a great job balancing their own content with external sources, and the stories they choose are always really high quality.
Image Source: Vox
10. TheSkimm
If you want to stay up on what’s happening in the world and have some delightful writing delivered to your inbox first thing in the morning, look no further than TheSkimm. It’s a daily roundup of what’s happened in the news in short, punchy paragraphs.
The best part? You don’t have to click out of the email to read the news if you don’t want to — although they do link to their sources if you want to read further.
For your own email marketing, TheSkimm is the place to go if you’re looking for writing inspiration or for emails without much visual content.
Image Source: TheSkimm
11. Below the Fold
Below the Fold is a weekly newsletter (from Acciyo) that surfaces important and interesting stories that simply aren’t making headlines due to the crowded, never-ending news cycle we all experience day in and day out.
Acciyo’s editorial team handpicks great news stories that they believe deserve “front-page love” but are being beaten out by an “infinite scroll of breaking headlines” — stories that range from how investors are profiting from emergency room bills, to how one Mexican company turned prickly pear into sustainable fuel.
Image Source: Below the Fold
12. The Ringer
Remember Grantland, the sports and pop culture blog owned by ESPN that was started by sports journalist Bill Simmons? In October 2015, ESPN announced it would be ending the publication of Grantland. Shortly thereafter, Simmons formed Bill Simmon Media Group and recruited a whole bunch of former Grantland staffers to launch a brand new newsletter in March 2016 called The Ringer.
Although The Ringer is written and run by many former Grantland employees it’s a different project than Grantland was. Where Grantland focused on sports and pop culture, The Ringer branches out into other areas like tech and politics. Jon Favreau, a former speechwriter for President Barack Obama, is among the contributors. I like how focused they are on experimentation: “We want to have fun, take chances, analyze, theorize, obsess, and try not to take ourselves too seriously,” said Editor-in-Chief Sean Fennessey.
Another differentiator? The Ringer’s website was developed in partnership with publishing platform Medium – which means the newsletter reflects that clean, minimal design.
Image Source: The Ringer
13. The Marginalian
The Marginalian is one of the most interesting newsletters out there. In fact, the folks who write it call it an “interestingness digest.” Every Sunday morning, subscribers get the past week’s most unmissable articles about creativity, psychology, art, science, design, and philosophy — topics that are really appealing to a wide audience. At its core, it explores what it means to live a good life.
[Click here to see the full newsletter.]
14. The New Yorker Recommends
The New Yorker Recommends is a weekly newsletter highlighting what their staff reads, watches, and listens to. It is packed with curated recommendations for books, movies, TV shows, and music.
Having staffers select their own recommendations gives this newsletter a personalized, hand-curated feeling that helps readers connect with the content.
See the Pen Newsletter – The New Yorker Recommends by HubSpot (@hubspot) on CodePen.
15. Polygon Patch Notes
Polygon Patch Notes shares the staff’s picks for new movies, TV shows, video games, comics, manga, and tabletop RPGs. The newsletter also links to a free new game and highlights top stories on Polygon, ranging from reviews to guides.
The mix of curated staff picks and top stories in a simple format makes this an easy-to-digest newsletter. Polygon Patch Notes also employs a personable tone, making the read relatable and fun rather than overly businesslike and bland.
See the Pen Newsletter – Polygon by HubSpot (@hubspot) on CodePen.
16. Apple News+ Audio
The mobile-first format for Apple News+ Audio capitalizes on people’s increasing reliance on smartphones – according to Pew Research Center, 85 percent of Americans have a smartphone.
The format is also interesting – rather than solely delivering updates with text, subscribers can listen to audio. It makes sense, given that the newsletter highlights best Apple News+ Audio stories; including the icon with a link to listen makes it easy for subscribers to dive into a story.
See the Pen Newsletter – Apple News+ Audio by HubSpot (@hubspot) on CodePen.
17. Medium
Medium is a blog-publishing platform that has been continuously building momentum since its launch in 2012. Publishing on the site has really picked up in the past few years, and nowadays, there are a ton of people publishing posts on the site every day.
Of course, that means there’s a lot of content for the average person to filter through. To help bring great content to the surface, Medium uses email newsletters. And after I open this newsletter every day, I end up going to visit several Medium posts without fail. (Mission accomplished for Medium, right?)
Here’s why: The newsletter feels pretty minimal. Because of the way that Medium uses colors and section dividers, they’re able to give you a ton of content in one email without it feeling overwhelming. Plus, they offer both a daily and a weekly version of the digest, allowing users to opt in for the email frequency they feel most comfortable with.
Image Source: Medium
18. The Strategist
From New York Magazine, The Strategist curates deals, shopping advice, and discounts.
The newsletter does a great job of including relevant shopping information, paying attention to the trends. The Strategist also includes a wide variety of products and services to shop for, casting a wide net.
See the Pen Newsletter – The Strategist by HubSpot (@hubspot) on CodePen.
Creating an Email Newsletter Your Subscribers Love
Even though newsletters are one of the most common types of emails to send, they are actually some of the hardest to do right. We hope these examples gave you some quality inspiration so you can create newsletters your subscribers love to get in their inboxes.
MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
MARKETING
OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
HANDPICKED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.
Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.
Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.
Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.
Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.
5. Establish communication channels (How)
Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:
Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.
Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.
Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.
Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.
Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.
6. Think of thought leadership as part of your content marketing efforts
As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.
Think of it as top-of-the-funnel content to:
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Build awareness about your brand
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Highlight the problems you solve
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Demonstrate expertise by platforming experts within the company who deliver solutions
Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.
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