From sundial-org-awesome-openclaw-skills-4
Guides industry-specific newsletter creation for tech sectors like sales tech and fintech, with cadence recommendations and automation workflows tailored to goals, company stage, role, and market.
npx claudepluginhub joshuarweaver/cascade-ai-ml-agents-misc-2 --plugin sundial-org-awesome-openclaw-skills-4This skill uses the workspace's default tool permissions.
**Newsletters serve different purposes depending on your context. Find your path:**
Guides Next.js Cache Components and Partial Prerendering (PPR) with cacheComponents enabled. Implements 'use cache', cacheLife(), cacheTag(), revalidateTag(), static/dynamic optimization, and cache debugging.
Guides building MCP servers enabling LLMs to interact with external services via tools. Covers best practices, TypeScript/Node (MCP SDK), Python (FastMCP).
Generates original PNG/PDF visual art via design philosophy manifestos for posters, graphics, and static designs on user request.
Newsletters serve different purposes depending on your context. Find your path:
Your primary goal determines everything about your newsletter strategy:
→ LEAD GENERATION - Generate inbound leads for sales team
→ THOUGHT LEADERSHIP - Build authority in your category
→ PERSONAL BRAND - Build your individual reputation
→ CATEGORY OWNERSHIP - Own the conversation in your space
Your industry determines:
→ Sales Tech - Tactical sales tips, conversation intelligence insights
→ HR Tech - People operations, employee engagement, compliance
→ Fintech - Financial regulations, payment trends, compliance updates
→ Operations Tech - Retail execution, supply chain, distribution
Your stage determines:
→ Series A ($1M-10M ARR) - Lead gen focus, founder-led
→ Series B ($10M-50M ARR) - Thought leadership, team-led
→ Series C+ ($50M+ ARR) - Category ownership, dedicated team
Your role determines:
→ Founder - Full autonomy, personal = company brand
→ VP/Director - Partial autonomy, manager approval
→ PMM/Content Lead - Team collaboration, brand guidelines
→ Employee (Non-Leadership) - Significant constraints
Your geography determines:
→ India-first - IST times, local examples, price-conscious
→ US-first - EST/PST times, US examples, premium positioning
Most Common Use Cases:
"I'm a Sales Tech founder, want to generate leads via newsletter" → Go to: Section A1 (Sales Tech, Series A, Lead Gen Focus)
"I'm VP Marketing at Series B HR Tech, want thought leadership newsletter" → Go to: Section B2 (HR Tech, Series B, Thought Leadership)
"I'm at Series C fintech, want to own the category conversation" → Go to: Section C3 (Fintech, Series C+, Category Ownership)
"I'm PMM at ops tech, my VP wants me to start a newsletter" → Go to: Section D2 (Operations Tech, Employee-Led, Approval Workflows)
When To Use This Section:
COMPANY PROFILE:
- Size: $1M-10M ARR, 10-100 employees
- Stage: Series A, need inbound leads
- You: Founder (or early marketing hire)
- Newsletter goal: Generate 10-20 SQLs per month
- Time available: 3-5 hours/week
- Budget: $0-200/month
Why Sales Leaders Read Newsletters:
SALES LEADERS DON'T READ:
❌ Generic sales tips ("7 ways to close more deals")
❌ Long-form essays (no time)
❌ Theory without tactics
❌ Anything that doesn't help THIS QUARTER
SALES LEADERS READ:
✅ Data-driven insights ("Gong analyzed 1M calls, here's what top reps do")
✅ Tactical playbooks (copy-paste into next call)
✅ Competitive intelligence (what competitors are doing)
✅ Quick wins (implement in <30 minutes)
GOAL: 10-20 SQLs per month from newsletter
Week-by-Week Startup Plan:
WEEK 1: POSITIONING & SETUP (4 hours)
Day 1-2: Choose Your Angle (2 hours)
SALES TECH NEWSLETTER ANGLES:
Option 1: "Conversation Intelligence Insights"
- Example: Analyze sales calls, share patterns
- Audience: Sales leaders at B2B SaaS (50-500 employees)
- Frequency: Weekly
- Differentiator: Data-driven (use your product's data)
Option 2: "SMB Sales Playbook"
- Example: Tactical plays for small sales teams
- Audience: Founders, sales managers at startups
- Frequency: Weekly
- Differentiator: Practical, not theoretical
Option 3: "AI Sales Coaching"
- Example: How AI changes sales coaching
- Audience: Sales enablement leaders
- Frequency: Bi-weekly
- Differentiator: Future-focused, contrarian takes
YOUR DECISION:
Pick ONE angle. Stick to it for 12 weeks minimum.
Example: "AI Sales Coaching for SMB Teams"
Day 3: Setup Publishing (2 hours)
SALES TECH PUBLISHING OPTIONS:
FREE OPTIONS:
□ LinkedIn Newsletter (RECOMMENDED for Sales Tech)
- Why: Your audience is already on LinkedIn
- Setup: 15 minutes
- Reach: Notifies your connections
- Downside: LinkedIn owns the list
□ Substack (RECOMMENDED if building owned list)
- Why: Own your subscribers, email delivery
- Setup: 30 minutes
- Cost: Free (5% fee on paid subscriptions)
- Downside: Cold start (need to drive traffic)
□ Medium (NOT RECOMMENDED)
- Why: Audience is too broad, not B2B sales-focused
- Skip this for Sales Tech
HYBRID APPROACH (BEST):
- Publish on Substack (own the list)
- Cross-post to LinkedIn (distribution)
- Repurpose on Twitter threads (amplification)
SETUP CHECKLIST:
□ Substack account created
□ Newsletter name: [Your Angle] Newsletter
Example: "The AI Sales Coach" or "SMB Sales Playbook"
□ About section: 2-3 sentences on who it's for
□ First post published: "Issue #0: What to expect"
WEEK 2: WRITE & PUBLISH ISSUE #1 (4 hours)
Monday: Research & Outline (1 hour)
SALES TECH CONTENT SOURCES:
PRIMARY (Use These):
□ Gong blog (conversation intelligence leader)
□ Sales Hacker (community content)
□ r/sales on Reddit (real sales rep pain points)
□ Your own sales calls (if you have product data)
□ Customer interviews (ask: "What's your biggest sales challenge?")
SECONDARY (Reference):
□ Pavilion community (CRO insights)
□ SaaStr blog (B2B SaaS sales)
□ LinkedIn posts from sales leaders (Jason Lemkin, Jacco van der Kooij)
WHAT TO LOOK FOR:
- Data-driven insights (numbers, stats, research)
- Contrarian takes (what everyone gets wrong)
- Tactical playbooks (step-by-step processes)
Tuesday-Wednesday: Write Issue #1 (2 hours)
SALES TECH NEWSLETTER STRUCTURE:
┌─────────────────────────────────────────┐
│ SUBJECT LINE (Critical for Sales Tech) │
├─────────────────────────────────────────┤
│ ❌ BAD: "Issue #1: Sales Tips" │
│ ✅ GOOD: "Why 73% of SDRs fail [data]" │
│ ✅ GOOD: "The 2-minute discovery hack" │
│ ✅ GOOD: "Gong is wrong about cold calls"│
└─────────────────────────────────────────┘
FORMAT (600-900 words):
**OPENING HOOK (50-100 words)**
Start with: Data point, contrarian take, or bold claim
Example:
"Gong analyzed 1 million sales calls and found the average
discovery call is 38 minutes. But the top 10% of reps?
They keep it under 25 minutes. Here's why..."
**THE INSIGHT (200-300 words)**
Explain the data or framework
Use: Numbers, quotes, examples
Avoid: Fluff, generic advice
**THE TACTICAL PLAYBOOK (250-400 words)**
Step-by-step: How to apply this
Format:
1. Preparation: What to do before
2. Execution: How to do it
3. Follow-up: What happens after
**THE CALL TO ACTION (50-100 words)**
Next step for reader:
- Try this technique
- Reply with your experience
- Book a demo (if relevant - sparingly)
Thursday: Edit & Polish (30 minutes)
SALES TECH EDITING CHECKLIST:
□ Cut 30% of words (sales leaders are busy)
□ Check: Every paragraph has data or tactics
□ Remove: Theory, fluff, obvious advice
□ Add: Specific numbers, examples, names
□ Verify: All claims have sources
Friday: Publish (30 minutes)
TIMING (CRITICAL FOR SALES TECH):
❌ Monday morning (busy, planning week)
❌ Friday afternoon (checking out for weekend)
✅ Tuesday 9 AM EST (best open rates for sales)
✅ Wednesday 10 AM EST (second best)
✅ Thursday 9 AM EST (third best)
If India-focused:
✅ Tuesday 9 AM IST
✅ Wednesday 2 PM IST (after lunch)
POST-PUBLISH AMPLIFICATION:
□ Share on LinkedIn (tag relevant people)
□ Post Twitter thread (key points)
□ Share in Sales Hacker Slack
□ Email to 10 sales leaders: "Would love your take on this"
WEEKS 3-12: WEEKLY RHYTHM (3-4 hours/week)
MONDAY (1 hour):
□ Review last week's open rate, clicks
□ Brainstorm this week's topic
□ Collect 2-3 data sources
TUESDAY-WEDNESDAY (2 hours):
□ Write 600-900 words
□ Edit ruthlessly
□ Get feedback from sales team (if you have one)
THURSDAY (30 minutes):
□ Final edit
□ Create subject line (test 3 options, pick best)
□ Schedule for Friday 9 AM EST
FRIDAY (30 minutes):
□ Newsletter goes out automatically
□ Amplify on social media
□ Respond to replies (engagement signal)
Tactical > Theory
ISSUE 1: "Why 73% of SDRs fail [Gong data analysis]"
ISSUE 2: "The 2-minute discovery question framework"
ISSUE 3: "Gong is wrong about cold calls [contrarian take]"
ISSUE 4: "How top AEs use silence in demos [behavioral science]"
ISSUE 5: "The 'negative close' technique [with script]"
ISSUE 6: "Why your CRM is killing your close rate [data]"
ISSUE 7: "The 3 questions top closers always ask [Chorus analysis]"
ISSUE 8: "How to compete against Gong/Outreach [battle card]"
ISSUE 9: "The follow-up cadence that actually works [A/B test results]"
ISSUE 10: "Why most sales coaching fails [research + fix]"
ISSUE 11: "The pricing objection framework [copy-paste]"
ISSUE 12: "How AI will change sales in 2026 [predictions]"
PATTERN:
- 50% data-driven insights
- 30% tactical playbooks
- 20% contrarian/provocative takes
MONTH 1-3 (Building):
- Goal: 100-300 subscribers
- Opens: 30-40% (industry average)
- Clicks: 3-5%
- SQLs: 2-5 per month
- Quality over quantity
MONTH 4-6 (Growing):
- Goal: 300-800 subscribers
- Opens: 35-45% (improving)
- Clicks: 5-8%
- SQLs: 5-10 per month
- Start seeing inbound "I read your newsletter"
MONTH 7-12 (Scaling):
- Goal: 800-2,000 subscribers
- Opens: 40-50% (well-established)
- Clicks: 8-12%
- SQLs: 10-20 per month
- Newsletter = #1 inbound lead source
SALES TECH SPECIFIC:
- Track: "Mentioned newsletter" in CRM (lead source)
- Track: Demo requests that cite specific issue
- Track: LinkedIn engagement (comments, shares)
FREE GROWTH (Series A Budget)
WEEK 1-4: Foundation
□ Every LinkedIn post ends with: "Full analysis in my newsletter [link]"
□ Comment on sales leader posts: "I wrote about this in my newsletter"
□ Join Sales Hacker Slack, share newsletter (not spammy)
WEEK 5-8: Partnerships
□ Guest post on Sales Hacker: CTA to newsletter
□ Interview 3 sales leaders: "Subscribe to get more interviews"
□ Cross-promote with other sales newsletters (smaller ones will say yes)
WEEK 9-12: Amplification
□ LinkedIn polls: Drive traffic to newsletter for "full results"
□ Twitter threads: Newsletter issues → threads (expand reach)
□ Podcast guesting: "I cover this in my newsletter"
AGGRESSIVE TACTICS (Sales Tech Appropriate):
✅ Call out competitors in newsletter ("Gong vs us")
✅ Contrarian takes ("Why sales playbooks fail")
✅ Provocative subject lines ("Your CRM is lying to you")
AVOID (Even for Sales Tech):
❌ Spamming LinkedIn DMs
❌ Buying email lists (deliverability death)
❌ Fake urgency ("Last chance to subscribe!")
COMPANY PROFILE:
- Size: $10M-40M ARR, 150-500 employees
- Stage: Series B, scaling marketing
- You: VP Marketing or Content Lead
- Team: 1-2 content writers + designer
- Newsletter goal: Thought leadership + lead gen
- Budget: $2K-8K/month for content
- Time: Team effort, 10-15 hours/week total
SERIES A NEWSLETTER:
- Founder-led, scrappy
- Goal: Lead gen (10-20 SQLs/month)
- Frequency: Weekly
- Content: Tactical, founder voice
- Budget: $0-200/month
SERIES B NEWSLETTER:
- Team-led, professional
- Goal: Thought leadership + pipeline
- Frequency: Weekly or bi-weekly
- Content: Data-driven, brand voice
- Budget: $2K-8K/month
NEW CHALLENGES:
- Multiple stakeholders (CEO, Sales, Product)
- Brand voice vs founder voice
- Higher quality bar (professional design)
- Scaling from 800 → 5,000+ subscribers
- Measuring pipeline impact (not just leads)
TEAM STRUCTURE:
ROLES:
□ Content Lead (You): Strategy, editing, stakeholder mgmt
□ Writer: Research, drafting (10 hours/week)
□ Designer: Graphics, charts (3 hours/week)
□ Founder/CEO: Guest contributor (1 hour/month)
TOOLS ($2K-5K/month total):
□ Substack Pro or ConvertKit ($300-500/month)
→ Advanced analytics, segmentation, A/B testing
□ Graphic design ($500-1K/month):
Option 1: Hire part-time designer
Option 2: Canva Pro + templates ($45/month)
Option 3: Fiverr designer ($100-200 per issue)
□ Research tools ($200-500/month):
→ LinkedIn Sales Navigator (audience research)
→ Gong/Chorus access (conversation data)
→ Industry reports (Gartner, Pavilion)
□ Content tools ($100-200/month):
→ Grammarly Premium
→ Hemingway Editor
→ Headline analyzer
WEEKLY WORKFLOW:
MONDAY (3 hours):
- Content Lead: Review last week's metrics
- Team sync: This week's topic, angle
- Assign: Writer starts research
TUESDAY (4 hours):
- Writer: First draft (800-1,200 words - longer than Series A)
- Designer: Concept graphics
WEDNESDAY (4 hours):
- Content Lead: Edit, provide feedback
- Writer: Second draft
- Designer: Final graphics
THURSDAY (3 hours):
- Stakeholder review: CEO/Sales leader feedback
- Writer: Incorporate feedback
- Content Lead: Final approval
FRIDAY (1 hour):
- Schedule send (9 AM EST Tuesday)
- Pre-schedule social amplification
- Prepare LinkedIn post for Monday
DIFFERENCE FROM SERIES A:
SERIES A CONTENT:
"Here's a tactical tip I learned from my sales calls"
SERIES B CONTENT:
"We analyzed 10,000 sales calls across 200 companies.
Here's what we learned about discovery calls in 2026."
SERIES B ADVANTAGE:
✅ Access to product data (you have 100s of customers)
✅ Engineering resources (build custom analysis)
✅ Budget for commissioned research
✅ Customer interviews at scale
✅ Sales team insights
CONTENT PILLARS (Series B Sales Tech):
PILLAR 1: ORIGINAL RESEARCH (40% of issues)
Example: "The State of SMB Sales 2026"
- Analyze your product data
- Survey 200 sales leaders
- Partner with Pavilion for distribution
- Turn into: Report + Newsletter series + Webinar
PILLAR 2: CUSTOMER INSIGHTS (30%)
Example: "How [YC Company] Scaled from $1M to $10M ARR"
- Interview customer
- Extract tactical playbook
- Position your product subtly
- CTA: "Want similar results? Let's talk"
PILLAR 3: INDUSTRY ANALYSIS (20%)
Example: "Why Gong's Series D Changes the Sales Tech Landscape"
- React to industry news
- Position your company
- Forward-looking (where is category going?)
PILLAR 4: FOUNDER/EXECUTIVE VOICE (10%)
Example: "Our CEO on Building Sales Culture at Scale"
- Monthly guest post from leadership
- Humanizes brand
- Recruiting signal (talented people want to work here)
PAID GROWTH (Now You Have Budget):
TACTIC 1: SPONSORSHIPS ($1K-3K/month)
- Sponsor Sales Hacker newsletter
- Sponsor Pavilion community content
- Sponsor Revenue Collective events
→ Each drives 50-200 subscribers
→ ROI: $5-15 per subscriber (acceptable)
TACTIC 2: PAID SOCIAL ($500-1K/month)
- LinkedIn ads: "Download our sales playbook"
- Gate with email: Auto-subscribe to newsletter
- Target: Sales leaders at $5M-50M ARR companies
→ Cost: $3-8 per subscriber
TACTIC 3: WEBINAR FUNNEL ($1K-2K/month)
- Monthly webinar on sales topic
- Registrants = Newsletter subscribers
- Partner with sales tools (Pavilion, Salesloft, Outreach)
→ 100-300 new subscribers per webinar
ORGANIC GROWTH (Still Essential):
TACTIC 4: LINKEDIN CONTENT MACHINE
- 3-5 posts per week
- Each ends with newsletter CTA
- Founder + VP Marketing + Sales leaders all posting
→ Compound effect: 5 people × 3 posts = 15 touchpoints/week
TACTIC 5: PODCAST CIRCUIT
- Guest on 2 sales podcasts per month
- Mention newsletter in intro/outro
- Provide "bonus content in newsletter"
→ Each podcast: 50-150 subscribers
TACTIC 6: SALES TEAM AMPLIFICATION
- Every SDR/AE signature: Newsletter link
- Sales team shares on LinkedIn
- Customer asks question? "I covered that in newsletter issue #47"
→ Sales team = distribution arm
COMPANY PROFILE:
- Size: $50M+ ARR, 500+ employees
- Stage: Series C/D, preparing IPO or market leader
- You: Director of Content/Thought Leadership
- Team: 3-5 FTE (writers, designers, analysts)
- Newsletter: Flagship thought leadership
- Budget: $15K-40K/month for content
- Subscribers: 10,000-50,000+
SERIES A/B GOAL:
- Generate leads
- Build thought leadership
SERIES C+ GOAL:
- OWN the conversation in sales tech
- Be THE source for sales insights
- Influence industry (Gartner, analysts, media)
- Recruiting tool (top talent reads your newsletter)
EXAMPLES:
- Gong Labs (conversation intelligence category leader)
- SaaStr (B2B SaaS category leader)
- First Round Review (startup category leader)
YOUR NEWSLETTER BECOMES:
- Category-defining
- Cited by media
- Referenced in board meetings (not just your company)
- Required reading for sales leaders
TEAM STRUCTURE:
EDITORIAL TEAM:
□ Director of Content (You): Strategy, stakeholder management
□ Managing Editor: Quality, process, timelines
□ 2-3 Staff Writers: Dedicated to newsletter
□ Data Analyst: Custom research, data visualization
□ Designer: Brand-quality graphics
□ Video Producer: Multimedia content (future)
TOOLS & SERVICES ($15K-40K/month):
TIER 1: PUBLISHING INFRASTRUCTURE ($2K-5K/month)
□ ConvertKit/Klaviyo Enterprise ($500-1K/month)
□ Custom website/design ($200-500/month hosting + maintenance)
□ Email deliverability service ($100-200/month)
□ A/B testing tools ($100-200/month)
TIER 2: RESEARCH & DATA ($5K-15K/month)
□ Commissioned research ($3K-10K per report)
□ Gartner/Forrester subscriptions ($3K-5K/month)
□ Data visualization tools (Tableau, $70/user/month)
□ Survey tools (Qualtrics, $200-500/month)
TIER 3: CONTENT PRODUCTION ($5K-15K/month)
□ 2-3 staff writers ($8K-12K/month total comp)
□ Designer ($3K-5K/month)
□ Editor ($4K-6K/month)
□ Freelance experts ($500-1K/month for guest posts)
TIER 4: DISTRIBUTION ($3K-10K/month)
□ Paid social ($2K-5K/month)
□ Sponsorships ($1K-3K/month)
□ PR agency (if needed, $5K-10K/month)
QUARTERLY FLAGSHIP REPORTS:
Q1: "THE STATE OF SMB SALES 2026"
- Survey: 1,000+ sales leaders
- Data: Analyze 10M+ sales calls from your product
- Partners: Pavilion, Sales Hacker, Gartner (validate findings)
- Format:
* 40-page PDF report
* 4-week newsletter series
* Webinar series
* Media tour (TechCrunch, Forbes, etc.)
Production cost: $20K-40K
Impact:
- 5,000+ new subscribers
- 500+ SQLs from report
- Media coverage (industry authority signal)
- Sales enablement (differentiation)
Q2: "AI'S IMPACT ON SALES PRODUCTIVITY [2026 RESEARCH]"
- Partner with university (academic credibility)
- Control group study
- Published in journal + newsletter
- Speaking opportunities (conferences)
Q3: "THE SALES TECH LANDSCAPE [COMPETITIVE ANALYSIS]"
- Map 200+ sales tech companies
- Funding, features, market positioning
- This is YOUR "Gartner Magic Quadrant"
- Cited by: Investors, media, customers
Q4: "SALES COMPENSATION BENCHMARKS 2026"
- Survey 500+ sales leaders on comp plans
- Data on OTE, accelerators, commissions
- High-value (people will pay for this data)
- Newsletter exclusive preview
OWNED CHANNELS:
□ Newsletter (primary)
□ Blog (SEO, long-form)
□ LinkedIn (3-5 posts/day from team)
□ Twitter/X (5-10 posts/day)
□ YouTube (video summaries)
□ Podcast (weekly, guests)
EARNED CHANNELS:
□ Media coverage (TechCrunch, Forbes, WSJ)
□ Podcast guest circuit (top sales podcasts)
□ Conference speaking (SaaStr, Pavilion, G2 Reach)
□ Academic citations (if partnered with universities)
PAID CHANNELS:
□ Sponsored content in top newsletters ($5K-15K per placement)
□ LinkedIn ads ($5K-10K/month)
□ Conference sponsorships ($10K-50K per event)
□ Trade publication ads (if needed)
PARTNER CHANNELS:
□ Integration partners (Salesforce, HubSpot, Outreach)
□ Community partners (Pavilion, Revenue Collective)
□ Analyst firms (Gartner, Forrester)
□ Academic partners (universities, research labs)
When To Use This Section:
COMPANY PROFILE:
- Size: $2M-8M ARR, 20-80 employees
- Stage: Series A
- You: Founder (often ex-CHRO or People Ops background)
- Newsletter goal: Build trust + credibility (lead gen secondary)
- Time: 4-6 hours/week
- Budget: $0-300/month
SALES TECH NEWSLETTER:
✅ Aggressive, contrarian takes
✅ "Gong is wrong about cold calls"
✅ Data-driven, ROI-focused
✅ Fast decisions (sales leaders act quickly)
HR TECH NEWSLETTER:
❌ NEVER aggressive or confrontational
❌ NEVER "Competitor X is wrong"
✅ Professional, empathetic, research-backed
✅ Slow decisions (HR is risk-averse, committee-driven)
WHY THE DIFFERENCE:
- HR community is small, tight-knit (everyone knows everyone)
- HR leaders value relationships over aggressive positioning
- HR buyers are risk-averse (people data = sensitive)
- Attacking competitors = unprofessional (damages your reputation)
GOAL: Build trust and credibility, generate 5-15 SQLs/month
WEEK 1: POSITIONING (4 hours)
CHOOSE YOUR ANGLE:
Option 1: "PEOPLE ANALYTICS & INSIGHTS"
- Example: "Data-Driven HR Decisions"
- Audience: CHROs at 200-1000 employee companies
- Differentiator: Research-backed, evidence-based
Option 2: "EMPLOYEE EXPERIENCE BEST PRACTICES"
- Example: "The EX Playbook"
- Audience: People Ops leaders at startups/scaleups
- Differentiator: Practical, actionable, empathetic
Option 3: "HR COMPLIANCE & REGULATIONS"
- Example: "The Compliant CHRO"
- Audience: HR leaders navigating regulations
- Differentiator: Expert analysis, updates
PICK BASED ON YOUR PRODUCT:
- Engagement platform → Employee Experience
- Performance management → People Analytics
- HRIS → Compliance & Best Practices
SETUP (LinkedIn Newsletter HIGHLY RECOMMENDED for HR Tech):
WHY LINKEDIN FOR HR TECH:
✅ HR leaders very active on LinkedIn (not Twitter/Reddit)
✅ SHRM, Josh Bersin, lots of HR thought leaders on LinkedIn
✅ Professional network = HR's comfort zone
✅ Built-in distribution
SETUP:
□ Create LinkedIn Newsletter
□ Name: "[Angle] for HR Leaders"
Example: "The People Analytics Weekly"
□ Post frequency: Bi-weekly (HR leaders prefer quality > quantity)
□ First issue: "Issue #0: Why I'm starting this"
WEEKS 2-12: BI-WEEKLY RHYTHM (4-6 hours per issue)
WEEK 1 (Publish Week):
MONDAY-TUESDAY (3 hours): Research & Draft
HR TECH CONTENT SOURCES:
PRIMARY:
□ SHRM research reports (authoritative)
□ Josh Bersin research (HR thought leader)
□ Lattice blog, Culture Amp blog (category leaders)
□ Harvard Business Review (HBR) - HR articles
□ Gartner HR research (if accessible)
SECONDARY:
□ r/humanresources (real HR pain points)
□ People Managing People newsletter
□ HR Tech Conference content
□ Academic journals (if employee engagement/performance topic)
WHAT TO LOOK FOR:
- Research-backed insights (studies, surveys, data)
- Employee experience stories (case studies)
- Compliance updates (GDPR, labor laws, etc.)
- People analytics frameworks
WEDNESDAY (2 hours): Write & Edit
HR TECH NEWSLETTER STRUCTURE (800-1,200 words):
┌──────────────────────────────────────────┐
│ SUBJECT LINE (Professional, not clickbait)│
├──────────────────────────────────────────┤
│ ❌ BAD: "Your HR strategy is WRONG" │
│ ✅ GOOD: "3 employee engagement insights" │
│ ✅ GOOD: "New GDPR requirements for HR" │
│ ✅ GOOD: "How top CHROs measure culture" │
└──────────────────────────────────────────┘
**OPENING (100-150 words)**
Start with: Research finding, employee story, or compliance update
Example:
"Culture Amp's 2026 benchmark report analyzed 500,000
employee surveys across 2,000 companies. They found that
manager effectiveness is 3× more predictive of retention
than compensation. Here's what that means for your team..."
**THE RESEARCH/FRAMEWORK (300-400 words)**
Present the data or framework
Use: Studies, benchmarks, expert quotes
Tone: Professional, evidence-based, helpful
Avoid: Aggressive, sales-y, attacking competitors
**PRACTICAL APPLICATION (300-400 words)**
How HR leaders can apply this
Format:
- For small teams (50-200 employees): [Advice]
- For mid-market (200-1000 employees): [Advice]
- For enterprise (1000+): [Advice]
**RESOURCES & NEXT STEPS (100-150 words)**
- Link to: Full research report
- Suggest: Further reading (SHRM, HBR)
- Soft CTA: "Thoughts? I'd love to hear your experience"
- Very soft: "If you're navigating this, happy to chat [calendar link]"
THURSDAY (1 hour): Edit & Finalize
HR TECH EDITING CHECKLIST:
□ Tone check: Professional, empathetic (not aggressive)
□ Remove: Any criticism of competitors
□ Verify: All research properly cited
□ Add: Disclaimers if needed ("I'm not a lawyer, consult legal")
□ Check: Inclusive language (they/them, not he/she)
FRIDAY (Publish)
TIMING FOR HR TECH:
✅ Tuesday 9 AM EST (best for HR leaders)
✅ Thursday 10 AM EST (second best)
❌ Monday (too busy)
❌ Friday (checking out for weekend)
POST-PUBLISH:
□ Share on LinkedIn (your profile + company page)
□ Post in SHRM Connect community (if member)
□ Email to 5-10 CHROs: "Wrote about X, would love your perspective"
□ NO aggressive self-promotion
ISSUE 1: "The 2026 employee engagement benchmarks [Culture Amp data]"
ISSUE 2: "Why manager training fails (and what works instead)"
ISSUE 3: "New GDPR requirements every CHRO should know"
ISSUE 4: "The 4 questions top performers want answered in 1-on-1s"
ISSUE 5: "How 3 startups scaled culture from 50 to 500 employees"
ISSUE 6: "The people analytics frameworks CHROs actually use"
ISSUE 7: "What the research says about hybrid work policies [HBR review]"
ISSUE 8: "How to measure DEI progress (beyond vanity metrics)"
ISSUE 9: "The performance review alternatives that work [case studies]"
ISSUE 10: "Navigating layoffs with empathy [practical guide]"
ISSUE 11: "Employee retention in 2026: what the data shows"
ISSUE 12: "Building HR tech stack for 200-500 employee companies"
PATTERN:
- 60% research-backed insights
- 30% practical frameworks
- 10% compliance/regulation updates
- 0% aggressive competitive positioning
FREE GROWTH (Professional, Non-Aggressive):
WEEK 1-4: SHRM Community Participation
□ Join SHRM Connect
□ Answer HR questions (be helpful, not sales-y)
□ Signature line: "I write about [topic] at [newsletter link]"
□ Share newsletter when directly relevant to discussion
WEEK 5-8: LinkedIn Engagement Strategy
□ Comment thoughtfully on CHRO posts
□ Share HR research (not just your newsletter)
□ Build genuine relationships
□ Newsletter mention in profile: "I publish bi-weekly on [topic]"
WEEK 9-12: Webinars & Guest Content
□ Partner with SHRM local chapter (co-host webinar)
□ Guest post on People Managing People blog
□ Interview 3 CHROs in newsletter (they'll share with network)
WHAT NOT TO DO (Even Though Sales Tech Does It):
❌ Aggressive LinkedIn outreach
❌ Controversial/clickbait subject lines
❌ Calling out competitors
❌ "You're doing HR wrong" positioning
COMPANY PROFILE:
- Size: $12M-40M ARR, 200-600 employees
- Stage: Series B
- You: Director of Content or Head of Marketing
- Team: 1 writer + designer
- Newsletter: Brand-building + thought leadership
- Budget: $3K-10K/month
- Goal: 3,000-8,000 subscribers, 10-25 SQLs/month
TEAM & TOOLS:
TEAM:
□ Content Director (You): Strategy, stakeholder management
□ HR Content Writer: Dedicated writer with HR background
□ Designer: Professional graphics (people photos, infographics)
□ Founder/CHRO: Monthly guest column
TOOLS ($3K-7K/month):
□ ConvertKit or ActiveCampaign ($200-400/month)
□ Graphic design: Part-time designer ($1K-2K/month)
□ Research subscriptions:
- Josh Bersin Academy ($1K/month)
- SHRM membership ($200/month)
- HBR subscription ($20/month)
□ Photography: Stock photos (iStock, $30-100/month)
□ Survey tools: Typeform or SurveyMonkey ($50-100/month)
WEEKLY WORKFLOW (BI-WEEKLY PUBLISHING):
WEEK 1 (Prep Week):
- Monday: Topic selection, research phase
- Wednesday: Writer starts first draft
- Friday: Draft review, feedback
WEEK 2 (Publish Week):
- Monday: Final draft + design
- Tuesday: Stakeholder review (VP/CMO approval)
- Wednesday: Final edits
- Thursday: Publish at 9 AM EST
APPROVAL WORKFLOW (HR Tech Specific):
□ Writer completes draft
□ Content Director reviews (you)
□ Legal review if: Compliance topics, GDPR, labor laws
□ Executive review: Founder/CHRO for sensitive topics
□ Final approval: Content Director
WHY MORE APPROVAL IN HR TECH:
- People data = sensitive (can't make mistakes)
- Compliance risk (GDPR, EEOC, labor laws)
- Reputation risk (HR community is small)
QUARTERLY RESEARCH PROJECTS:
Q1: "THE STATE OF EMPLOYEE ENGAGEMENT 2026"
- Survey: 500 HR leaders
- Partner: SHRM local chapter (distribution)
- Format:
* 25-page report
* 3-week newsletter series
* Webinar with findings
Cost: $5K-8K (survey tools, design, writer time)
Impact:
- 500-1,000 new subscribers
- 20-40 SQLs
- Industry credibility
- Media coverage (HR Dive, HRExecutive)
Q2: "PEOPLE ANALYTICS BENCHMARKS"
- Your product data: Anonymized benchmarks
- Customer interviews: 20 case studies
- Academic partner: Validate findings
Q3: "HYBRID WORK POLICIES [2026 RESEARCH]"
- Timely, relevant
- Multi-company case studies
- Expert commentary (industrial psychologists)
Q4: "HR TECH STACK REPORT"
- Survey: What tools do CHROs use?
- Integration insights
- Budget benchmarks by company size
COMPANY PROFILE:
- Size: $50M+ ARR, 800+ employees
- Stage: Series C/D, category leader
- You: VP Content/Thought Leadership
- Team: 4-6 FTE content team
- Newsletter: Industry authority
- Budget: $20K-50K/month
- Subscribers: 15,000-60,000+
AMBITION:
Not just "a newsletter"
Goal: Be THE source for HR insights (like Josh Bersin Academy)
CONTENT STRATEGY:
FLAGSHIP RESEARCH (2-3 per year):
- $30K-60K per report
- Partner with: Universities, Gartner, Forrester
- Published in: Academic journals + your newsletter
- Impact: Cited in board meetings, media, Gartner reports
MEMBERSHIP MODEL:
- Free newsletter (15K+ subscribers)
- Premium membership ($199-499/year)
* Exclusive research
* Templates and frameworks
* Private community access
* Quarterly roundtables with CHROs
MEDIA PRESENCE:
- Regular contributor: Harvard Business Review, SHRM
- Conference speaking: SHRM Annual, Josh Bersin Conf
- Podcast: Weekly interviews with CHROs
- Book deal: "The Future of Work [2027]"
TEAM:
□ VP Content (You): Strategy, partnerships
□ Managing Editor: Quality, process
□ 2 Staff Writers: Dedicated to newsletter/research
□ Research Analyst: Data, surveys, benchmarks
□ Designer: Infographics, reports
□ Video Producer: Multimedia content
□ Community Manager: Member engagement
When To Use This Section:
COMPANY PROFILE:
- Size: $2M-8M ARR, 20-100 employees
- Stage: Series A
- You: Founder (often ex-banking/finance background)
- Newsletter: Trust-building + regulatory updates
- Time: 3-5 hours/week
- Budget: $0-200/month
- CRITICAL: Legal review MANDATORY
SALES TECH NEWSLETTER:
✅ Aggressive positioning
✅ "Gong is wrong about X"
✅ Contrarian takes
Risk: Low (worst case = lose subscribers)
HR TECH NEWSLETTER:
⚠️ Professional, empathetic
⚠️ No competitor attacks
Risk: Medium (reputation damage)
FINTECH NEWSLETTER:
🔴 ULTRA-CONSERVATIVE
🔴 LEGAL REVIEW MANDATORY
🔴 NEVER make unverified claims
🔴 NEVER attack competitors (could trigger regulatory scrutiny)
Risk: EXTREME (fines, license revocation, legal liability)
WHY:
- Financial regulations: RBI (India), SEC (US), FCA (UK)
- Financial advertising rules: Can't make unverified ROI claims
- Compliance violations: ₹1 Cr+ fines, criminal charges
- Reputational risk: Finance is trust-driven
POSITIONING:
❌ WRONG POSITIONING:
"We're 10× better than [Competitor]"
"Save 50% on payment fees" (unless proven and disclosed)
"The future of fintech"
✅ CORRECT POSITIONING:
"RBI-compliant payment insights for CFOs"
"Regulatory updates for Indian fintech founders"
"Finance operations best practices"
SETUP:
PLATFORM CHOICE (Fintech-Specific):
□ LinkedIn Newsletter (RECOMMENDED)
- CFOs very active on LinkedIn
- Professional network = trust signal
- Corporate email addresses (not personal)
□ Substack (SECONDARY)
- Own the list
- Professional layout
- NOT: Medium, Twitter Newsletter (too casual for finance)
FIRST ISSUE TEMPLATE (Conservative):
Subject: "Regulatory Update: RBI's New Payment Guidelines [January 2026]"
NOT: "How We're Disrupting Payments" (too aggressive)
NOT: "Why Traditional Banking Is Broken" (antagonistic)
BI-WEEKLY RHYTHM (Fintech = Slower Publishing)
WHY BI-WEEKLY (not weekly):
- CFOs prefer quality > quantity
- Legal review takes time (1-2 days minimum)
- Regulatory updates don't happen weekly
- Finance decisions are slow (not impulse)
WEEK 1 (Research & Draft):
MONDAY-WEDNESDAY (4 hours): Research
FINTECH CONTENT SOURCES:
PRIMARY (Use These):
□ RBI website (official regulatory updates)
□ Economic Times Finance section
□ LiveMint fintech coverage
□ NPCI announcements (UPI, payments)
□ Ministry of Finance releases
SECONDARY:
□ Inc42 fintech coverage
□ Medianama (fintech policy)
□ YourStory fintech section
□ Industry associations (IAMAI)
WHAT TO AVOID:
❌ Rumors or unverified news
❌ Controversial hot takes
❌ Competitor comparisons
❌ Regulatory speculation
THURSDAY-FRIDAY (3 hours): Draft + Legal Review
CONTENT STRUCTURE (600-900 words):
**OPENING: Regulation or Trend**
Example:
"RBI released updated guidelines for payment aggregators
on January 15, 2026. Here's what this means for fintech
companies and their merchant partners..."
**ANALYSIS: What It Means**
- Impact on fintech companies
- Impact on customers
- Timeline for compliance
- Resources for implementation
**PRACTICAL GUIDANCE: What To Do**
- Steps for compliance
- Checklist for CFOs
- When to consult legal (always say "consult legal counsel")
**DISCLAIMER (ALWAYS INCLUDE):**
"This newsletter is for informational purposes only and
does not constitute legal, financial, or regulatory advice.
Always consult with qualified legal counsel for your
specific situation."
LEGAL REVIEW CHECKLIST:
□ All claims verified (sources cited)
□ No competitor attacks or comparisons
□ No ROI claims unless proven + methodology disclosed
□ No regulatory speculation
□ Disclaimers present
□ Compliance with financial advertising rules
WEEK 2 (Publish Week):
TUESDAY (Publish 10 AM IST for India, 9 AM EST for US)
POST-PUBLISH (Conservative Approach):
□ Share on LinkedIn (professional tone)
□ Share in fintech community (IAMAI, if member)
□ NO aggressive self-promotion
□ NO calls to action beyond "Read the full update"
ISSUE 1: "RBI's updated payment aggregator guidelines [Analysis]"
ISSUE 2: "New KYC requirements for fintechs [Checklist]"
ISSUE 3: "Data localization: What fintech CFOs need to know"
ISSUE 4: "GST implications for payment service providers"
ISSUE 5: "How 3 fintechs achieved SOC 2 compliance [Case studies]"
ISSUE 6: "UPI transaction limits: Recent changes explained"
ISSUE 7: "PCI DSS requirements for payment companies [Guide]"
ISSUE 8: "Cross-border payment regulations [2026 update]"
ISSUE 9: "Expense management: Tax deduction best practices"
ISSUE 10: "Corporate card programs: Compliance checklist"
ISSUE 11: "Fintech M&A: Regulatory approval process"
ISSUE 12: "2027 regulatory predictions for Indian fintech"
PATTERN:
- 70% regulatory updates & compliance
- 20% best practices (backed by data)
- 10% industry trends (conservative analysis)
- 0% competitor attacks
- 0% unverified claims
When To Use This Section:
COMPANY PROFILE:
- Size: $1M-5M ARR, 15-60 employees
- Stage: Series A
- You: Founder (ex-CPG/FMCG or SaaS)
- Newsletter: Industry insights for CPG sales leaders
- Time: 4-6 hours/week
- Budget: $0-300/month
- Market: India retail/distribution focus
SALES/HR/FINTECH NEWSLETTERS:
- Broad audience: All B2B SaaS companies
- Generic insights: Sales, HR, finance tips
- Large market: 10,000s of potential subscribers
OPERATIONS TECH NEWSLETTER:
- Niche audience: CPG/FMCG sales & ops leaders
- Specific insights: Retail execution, distribution
- Smaller market: 1,000s of potential subscribers (but high intent)
ADVANTAGE OF NICHE:
✅ Less competition (few newsletters in this space)
✅ Higher engagement (exactly what audience needs)
✅ Easier to become category expert
✅ Stronger community (everyone knows each other)
POSITIONING OPTIONS:
Option 1: "THE INDIA RETAIL EXECUTION REPORT"
- Focus: General trade, kirana stores, distribution
- Audience: Sales heads at CPG companies (HUL, ITC, Dabur)
- Angle: Data-driven insights on retail execution
Option 2: "FIELD FORCE AUTOMATION INSIDER"
- Focus: Technology for field teams
- Audience: Ops leaders implementing tech
- Angle: Best practices, case studies, ROI
Option 3: "THE CPG DISTRIBUTION PLAYBOOK"
- Focus: Go-to-market for CPG in India
- Audience: Founders/sales leaders at emerging CPG brands
- Angle: Tactical distribution strategies
RECOMMENDED: Option 1 or 3 (broader appeal)
SETUP:
PLATFORM:
□ LinkedIn Newsletter (CPG leaders active on LinkedIn)
□ Substack (own the list)
□ WhatsApp Business (India-specific: field teams use WhatsApp)
- Distribute newsletter summary via WhatsApp
- Link to full version on LinkedIn/Substack
CONTENT SOURCES (Operations Tech Specific):
PRIMARY:
□ Industry reports: Nielsen, NielsenIQ (India retail data)
□ CPG company earnings calls (HUL, ITC, Nestle India)
□ Economic Times Retail section
□ Your product data (field visit insights)
□ Customer interviews (CPG sales heads)
SECONDARY:
□ Retail4Growth (industry publication)
□ Progressive Grocer India
□ Industry events (FMCG sales conferences)
□ Field team WhatsApp groups (insights from distributors)
BI-WEEKLY PUBLISHING (Operations Tech Cadence)
WEEK 1 (Research):
CONTENT IDEAS:
Distribution Insights:
- "State of general trade in North India [Q4 2025 data]"
- "How kiranas stock FMCG products [field study]"
- "Distributor margin analysis [benchmarks]"
Technology Adoption:
- "How HUL's field team uses mobile apps [case study]"
- "ROI of field force automation [data from 20 companies]"
- "Offline-first tech for rural distribution [best practices]"
Market Trends:
- "Quick commerce impact on FMCG distribution [analysis]"
- "D2C brands' distribution strategy [emerging trends]"
- "Modern trade vs general trade [2026 outlook]"
WEEK 2 (Write & Publish):
STRUCTURE (800-1,000 words):
**OPENING: Industry Insight**
Example:
"HUL reported in Q4 earnings that general trade grew 8%
while modern trade was flat. We analyzed 10,000 retail
visits across North India to understand why..."
**DATA/RESEARCH**
- Field visit insights
- Sales data (if anonymized)
- Industry benchmarks
**PRACTICAL TAKEAWAYS**
For Sales Heads:
- What this means for your distribution strategy
- Which channels to prioritize
For Field Teams:
- Tactical execution tips
- What to focus on in store visits
**CASE STUDY (If Available)**
"How [CPG Brand] increased distribution by 15%
in general trade using [strategy]"
PUBLISHING:
□ Tuesday 10 AM IST (India CPG leaders)
□ Share on LinkedIn
□ Share summary in WhatsApp groups (with link)
□ Email to CPG sales heads in network
ADVANTAGES:
✅ No approval needed (publish freely)
✅ Personal voice = authentic
✅ Company brand = personal brand
✅ Can share metrics ("We're at $5M ARR")
✅ Can be aggressive (if industry allows)
DISADVANTAGES:
⚠️ You are the bottleneck (can't delegate fully)
⚠️ Personal reputation tied to company
⚠️ If you leave company, newsletter goes with you
BEST PRACTICES:
□ Publish consistently (don't miss issues)
□ Maintain quality (represents you + company)
□ Build email list on Substack (own the list)
□ Consider: What happens if you leave/sell company?
SCENARIO: VP Marketing Wants Personal Newsletter
CHALLENGES:
⚠️ Company may want control over messaging
⚠️ Can't share company metrics without approval
⚠️ Must add "Views are my own" disclaimer
⚠️ Manager needs to be aware
APPROVAL WORKFLOW:
STEP 1: Get Manager Buy-In
□ Pitch: "I want to build my personal brand in [category]"
□ Position: "This will raise awareness for our company too"
□ Clarify: Personal newsletter, not company newsletter
□ Agree: What you can/cannot share about company
STEP 2: Set Boundaries
Can Share:
✅ Industry insights (not company-specific)
✅ Your perspective on trends
✅ Case studies (with approval)
✅ Public company information
Cannot Share:
❌ Revenue, ARR, growth numbers (unless public)
❌ Roadmap, unannounced features
❌ Customer names (without permission)
❌ Internal metrics, team size
STEP 3: Disclaimer
Every issue includes:
"Views expressed here are my own and do not necessarily
represent the views of [Company Name]."
STEP 4: Periodic Check-Ins
□ Monthly: Show newsletter to manager
□ Quarterly: Confirm still aligned with company
□ Annually: Review and renew agreement
SCENARIO: CMO at Public SaaS Company
REALITY:
🔴 EVERYTHING requires PR approval
🔴 Can't publish without 1-2 week review
🔴 Corporate Comms writes/reviews all content
🔴 No personal opinions on industry
🔴 Ghost-written by PR team
CONSTRAINTS:
□ Pre-approved topics only
□ No hot takes, no controversy
□ Company messaging only
□ Legal review for anything financial
OPTIONS:
1. Don't have personal newsletter (wait till you leave)
2. Ghost-write for founder (they publish under their name)
3. Internal newsletter (employees only, less restrictions)
PUBLISHING TIMES:
✅ Tuesday 9 AM IST
✅ Wednesday 2 PM IST (after lunch)
✅ Thursday 10 AM IST
DISTRIBUTION CHANNELS:
□ LinkedIn (primary - India B2B very active)
□ WhatsApp Business (field teams, distributors)
□ Email (Substack/ConvertKit)
□ Twitter/X (growing for India B2B)
CONTENT EXAMPLES:
- Use Indian companies: FieldAssist, not Gong
- Use rupee pricing: "₹5K/month" not "$50/month"
- Reference: Indian regulations (RBI), not US (SEC)
COMMUNITY ENGAGEMENT:
□ SaaSBoomi (India B2B SaaS community)
□ IAMAI (fintech, if applicable)
□ LinkedIn India Groups (sales, HR, tech)
PUBLISHING TIMES:
✅ Tuesday 9 AM EST/6 AM PST
✅ Wednesday 10 AM EST/7 AM PST
✅ Thursday 9 AM EST/6 AM PST
DISTRIBUTION CHANNELS:
□ LinkedIn (primary)
□ Email (Substack, ConvertKit, Beehiiv)
□ Twitter/X (B2B SaaS community active)
□ Slack communities (SaaStr, Pavilion, Revenue Collective)
CONTENT EXAMPLES:
- Use US companies: Gong, Lattice, Stripe
- Use dollar pricing: "$500/month"
- Reference: US regulations (SEC, GDPR if EU)
COMMUNITY ENGAGEMENT:
□ SaaStr (B2B SaaS)
□ Pavilion (sales, marketing, CS leaders)
□ Revenue Collective (CROs, RevOps)
SCENARIO:
- Company: AI sales coaching, $3M ARR, 30 employees
- You: Co-founder & CEO
- Goal: Generate 15 SQLs/month via newsletter
- Market: India B2B SaaS (SMB focus)
- Budget: $0-100/month
NEWSLETTER STRATEGY:
NAME: "The AI Sales Coach" (your positioning)
PLATFORM: LinkedIn Newsletter + Substack
FREQUENCY: Weekly
AUDIENCE: Sales leaders at $1M-10M ARR B2B SaaS companies (India)
CONTENT ANGLE:
"AI-powered sales insights for Indian startup sales teams"
ISSUE PLAN:
Week 1: "How AI analyzes top sales calls [your product data]"
Week 2: "The discovery framework for SMB sales [tactical]"
Week 3: "Gong vs affordable alternatives for Indian startups"
Week 4: "Sales coaching at scale: AI vs human [research]"
GROWTH TACTICS:
□ Every LinkedIn post → CTA to newsletter
□ Guest post on SaaSBoomi → Newsletter signup
□ Interview 3 Indian startup founders → They share with network
□ Comment on sales leader posts → Newsletter in profile
TIMELINE:
Month 1: 50 subscribers, 2 SQLs
Month 3: 200 subscribers, 8 SQLs
Month 6: 600 subscribers, 15+ SQLs
RESULT:
Newsletter becomes #2 lead source (after LinkedIn posts)
Cost: $0 (your time: 4 hours/week)
SCENARIO:
- Company: Employee engagement platform, $20M ARR
- You: VP Marketing
- Goal: Build category authority, 20 SQLs/month
- Market: US mid-market (500-2000 employee companies)
- Budget: $5K/month for content
NEWSLETTER STRATEGY:
NAME: "The Employee Experience Insider"
PLATFORM: ConvertKit (owned list) + LinkedIn cross-post
FREQUENCY: Bi-weekly (quality > quantity for HR)
TEAM: 1 writer, 1 designer
CONTENT STRATEGY:
Q1 Research: "State of Employee Engagement 2026"
- Survey 500 HR leaders
- Partner with SHRM for distribution
- 3-week newsletter series
Q2: Customer case studies (monthly)
Q3: Hybrid work best practices (research series)
Q4: 2027 predictions (thought leadership)
GROWTH TACTICS:
□ Sponsorship: People Managing People newsletter ($2K)
□ LinkedIn ads: Download engagement report ($1K/month)
□ Webinar series: Registrants → Newsletter ($1K/month)
□ Conference: SHRM Annual (speaking + booth)
APPROVAL WORKFLOW:
□ Writer drafts → You review → Founder/CHRO feedback → Publish
□ Legal review: If compliance/regulation content
TIMELINE:
Month 1: 1,000 subscribers (launch with research report)
Month 6: 4,000 subscribers, 20 SQLs/month
Month 12: 8,000 subscribers, category authority signal
RESULT:
Cited by: HBR, SHRM publications
Speaking invites: 3-5 conferences/year
Recruiting: "I read your newsletter" in interviews
WRONG APPROACH:
"Write generic B2B newsletter with sales/HR/fintech advice"
WHY IT FAILS:
- Sales Tech: Tactical, data-driven, aggressive
- HR Tech: Professional, empathetic, research-backed
- Fintech: Conservative, compliance-first, legal review
CORRECT APPROACH:
Choose ONE vertical, go deep
→ Section A (Sales Tech) or B (HR) or C (Fintech) or D (Ops)
WRONG APPROACH:
"I'll start a newsletter and see what happens"
CLEAR GOALS:
- Series A: Lead generation (10-20 SQLs/month)
- Series B: Thought leadership + pipeline
- Series C+: Category ownership
- Personal: Build authority for next role
MEASURE:
□ Subscribers (growth rate)
□ Open rate (engagement)
□ Click rate (interest)
□ SQLs (if lead gen)
□ Inbound mentions (if thought leadership)
PROBLEM:
Week 1: Publish
Week 2: Skip (too busy)
Week 3: Publish
Week 4: Skip (on vacation)
RESULT:
- Subscribers forget about you
- Algorithm penalizes you (LinkedIn)
- Lose momentum
SOLUTION:
□ Start with bi-weekly (easier to sustain)
□ Batch write 2-3 issues ahead
□ Have backup issues (evergreen content)
□ Use scheduling tools (ConvertKit, LinkedIn scheduler)
Using the Newsletter Creation skill, Section A1:
I'm a Series A Sales Tech founder in [India/US].
My product: [One-line description]
My ICP: [Sales leaders at X companies]
Newsletter goal: Generate 10-20 SQLs per month
Please provide:
1. Newsletter positioning and name
2. First 3 issue topics (tactical, data-driven)
3. Weekly workflow (3-5 hours/week, $0 budget)
4. Growth tactics (free, appropriate for Sales Tech)
5. Success metrics (what to track)
India-specific if applicable:
- IST publishing times
- Indian B2B SaaS examples
- SaaSBoomi distribution
Using the Newsletter Creation skill, Section B2:
I'm VP Marketing at Series B HR Tech.
Our product: [Employee engagement/performance/etc.]
My goal: Build thought leadership + 20 SQLs/month
Budget: $5K/month for content
Team: 1 writer, 1 designer
Please provide:
1. Content strategy (bi-weekly rhythm)
2. Q1 research topic (employee engagement, hybrid work, etc.)
3. Team workflow with approval process
4. Conservative growth tactics (appropriate for HR Tech)
5. Partnership ideas (SHRM, Josh Bersin, etc.)
Remember:
- Professional tone (not aggressive like Sales Tech)
- Research-backed (cite sources)
- Legal review if compliance topics
| Tool | Free | Paid | Best For | Not Good For |
|---|---|---|---|---|
| LinkedIn Newsletter | ✅ | N/A | Sales/HR/Ops Tech (B2B audience on LinkedIn) | Fintech (want owned list) |
| Substack | ✅ | 5% fee paid | Owning list, monetization later | Enterprise employee (no autonomy) |
| ConvertKit | $0-25/mo | $29-79/mo | Series B+ (advanced features, automation) | Series A (overkill) |
| Beehiiv | ✅ | $49+/mo | Growth features, referrals, monetization | Simple newsletter |
| Ghost | $9+/mo | $25-199/mo | Tech-savvy, custom domain, membership | Non-technical founders |
| Medium | ✅ | N/A | Consumer content, broad reach | B2B SaaS (wrong audience) |
SALES TECH:
├─ Series A Founder → Section A1 (Lead gen, aggressive, weekly)
├─ Series B VP Mktg → Section A2 (Thought leadership, team, bi-weekly)
└─ Series C+ Dir Content → Section A3 (Category ownership, media-level)
HR TECH:
├─ Series A Founder → Section B1 (Trust-building, professional, bi-weekly)
├─ Series B Dir Mktg → Section B2 (Research-backed, team, bi-weekly)
└─ Series C+ VP Content → Section B3 (Josh Bersin-level, membership)
FINTECH:
├─ Series A Founder → Section C1 (Compliance, legal review, bi-weekly)
├─ Series B VP Mktg → Section C2 (Regulatory insights, team)
└─ Series C+ VP Content → Section C3 (Category authority, conservative)
OPERATIONS TECH:
├─ Series A Founder → Section D1 (India retail, niche, bi-weekly)
├─ Series B Dir Mktg → Section D2 (CPG insights, case studies)
└─ Series C+ VP Content → Section D3 (Industry authority)
END OF SKILL