As an email newsletter platform, its content is not as searchable, yet an audience of subscribers is likely to be a more engaged one. Substack doesn’t have the SEO tools that most blog platforms offer, including those on publishing sites like Medium. And if an organization wants to convey its expertise on a relevant issue like climate change or an emerging topic like Web3, it can develop its own newsletter to build a following around its POV. And because many prominent opinion writers and columnists have migrated to the platform, it’s useful for building relationships.Ĭommunicators can also use the platform as an internal tool to keep employees, stakeholders, or clients informed about industry trends, company updates, or thought leadership content written by executives. Many freelancers take advantage of Substack to establish their personal brand and gain a following, so it’s a fertile area for identifying specific writers. Because Substack newsletters often feature exclusive content, interviews, and analysis, PR people can identify influential Substack writers, get to know their work, and suggest story ideas or interviews. But as PR pros, we can also leverage it to enhance our work. PR teams should subscribe to individual Substack newsletters to stay informed, of course. Non-political writers and journalists can absolutely create something of interest on the platform by providing valuable insights, advice, or industry-specific analysis. One of the more popular Substack newsletters is Casey Newton’s Platformer, a fascinating read about the intersection of tech and media. The platform features a wide range of topics, including technology, parenting, finance, self-improvement, culture, and more. While Substack gained popularity for political commentary, it’s not limited to politics. Other popular newsletters on the platform are by conservative writers and journalists like Bari Weiss, Michael Tracey and Andrew Sullivan as well as more left-leaning voices like Roxane Gay and Ari Melber. Her newsletter has over a million subscribers, making her, as of December 2020, the most successful individual author of a paid publication on Substack. Richardson is a Boston College professor who offers a daily analysis of U.S. The most popular writer on Substack is Heather Cox Richardson, who publishes Letters from an American. There are other, similar platforms, but Substack is probably the most suitable for B2B topics and technology issues. It’s user-friendly for both writers and their readers and enables creators to build a dedicated audience and potentially earn revenue through paid subscriptions or sponsorships. Substack is a newsletter platform that allows writers, journalists, and content creators to publish and monetize their work directly to a specific audience. Substack has had a real impact on the media landscape, and B2B PR professionals can take advantage of that. One platform that has gained significant attention in recent years is Substack. The digital media landscape changes all the time and new resources come up often that can help us enhance skills or drive results. 0 What PR Teams Should Know About Substackįor B2B PR teams in particular, it’s crucial to stay on top of emerging platforms and tools.
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