B2B Brand | Newsletterception: Crafting Newsletters That Win

The Big Question: What’s Your Newsletter Really Doing?

Most marketers measure success by open rates or click-throughs, but Todd Clouser, a pro in newsletter strategy, reminds us that newsletters should align with real business outcomes like improving NPS, driving pipeline revenue, or increasing product adoption.

👌 Examples That Nails It: Jason Lemkin’s SaaStr newsletter isn’t just another SaaS roundup. It’s a masterclass in thought leadership, blending data-backed trends with personal insights. Lemkin doesn’t just curate content; he shapes industry conversations.

🤔 What to Do: Ask yourself: What’s your newsletter solving for? Is it awareness, retention, or revenue? Tie your content to metrics that matter and track your progress.

Two Winning Newsletter Formats: Which One Are You?

There are two types of newsletters that are crushing it in B2B—Content Curation and Thought Leadership. The best brands blend both.

1️⃣ Content Curation: Be the Shortcut

What It Is: Curating the best articles, adding your commentary, and saving readers time. Content curation isn’t just a buzzword—it’s a proven tactic. In fact, 62% of marketers say curation is key to their strategy, with half calling it their most effective approach.

Just look at Chamath Palihapitiya’s 'What I Read This Week'—he’s not just curating content; he’s curating trust. It’s a go-to for anyone looking for valuable perspectives on tech, startups, and beyond. Another example: Contentive’s Five at 5 newsletter that blends valuable B2B marketing insights with curated resources, adding unique value for their readers.

Why It Works: Curation saves your audience time and positions your brand as a trusted filter in a sea of noise.

Tools to Use: Try Perplexity AI, Reddit, and Google News—these can help you find trending content that resonates with your audience.

2️⃣ Thought Leadership: Be the Voice

What It Is: Sharing original insights that establish you as an authority in your space. In Edelman’s 2023 Thought Leadership Impact Study, 70% of B2B decision-makers said that thought leadership content helps them form a view of a company’s capabilities, proving how thought leadership directly impacts buying decisions.

Who Does It Well: Accountancy Age is a perfect example—research-backed insights paired with actionable advice, making it a must-read for finance leaders.

Why It Works: Thought leadership doesn’t just inform—it builds trust and drives engagement. You’re giving your audience unique content they can’t find elsewhere.

How to Stand Out: Share industry trends, original research, or personal stories that resonate with your audience. Add real-world data or case studies to back up your points.

Blending the Two: The Ultimate Approach

Who says you have to pick one? A hybrid approach allows you to deliver curated content while showcasing your expertise. According to SmartBrief, 62% of B2B marketers say that combining original and curated content leads to better audience engagement and stronger lead generation outcomes. Think insightful commentary on curated articles with your unique perspectives.

The Ultimate Guide to Building B2B Newsletters

If you’re serious about crafting newsletters that move the needle, Contentive’s B2B Newsletters Guide provides detailed strategies to help you optimize your content, stay relevant, and increase engagement. See some incredible examples here.

The Newsletter Mistake You Can’t Afford to Make

Promotional newsletters—filled with endless sales pitches—are killing engagement. In fact, HubSpot reports that newsletters focusing on providing value see 10x higher engagement rates than those that are purely promotional.

Our top tips to get it right:

1️⃣ Refine Your Audience Focus

Don’t try to appeal to everyone. Tailor your newsletter to a specific persona or niche. Take Gong’s “The Revenue Intelligence Blog” focuses on sales professionals, delivering hyper-relevant insights and stories.

2️⃣ AI as Your Best Friend, Not Your Crutch

Perplexity AI can help find articles, but the magic happens in your commentary. Reddit is a goldmine for discovering real conversations in your industry and ChatGPT can help tighten everything up.

3️⃣ Start a Dialogue

Prompt replies, ask questions, and create conversations. Morning Brew often asks readers for feedback on their content, ensuring it stays fresh and valuable. After all, you want to hear from your audience about the content you’re curating for them.

4️⃣ Be Consistent

Consistency builds trust. Stick to a regular cadence—whether weekly, bi-weekly, or monthly. Notion’s newsletter delivers user stories and productivity hacks on a regular schedule. Predictability here is key.

5️⃣ Blend Value with Your Brand

Use your newsletter to build trust without overdoing the self-promotion.

Tip: Share authentic behind-the-scenes stories to make your brand more relatable.

Closing Thought: Newsletters Are More Than an Inbox Drop

Newsletters are the ultimate slow-burn strategy for building loyalty, trust, and authority. They’re not just content—they’re a platform for meaningful connection. Done right, your newsletter isn’t just dropping into inboxes; it’s building relationships and driving conversions.

So, what’s your move? Ready to turn your newsletter into the ultimate brand-building machine? Let’s hear your favorite newsletter insights below! 🚀 

Ready to level up your B2B newsletter strategy?

Ready to level up your B2B newsletter strategy? Start today and watch your engagement, trust, and conversions grow. Let’s make 2025 the year your brand’s newsletter drives real results.

👉 Find out more here.

Must-Follow Newsletters for Your B2B Strategy Inspiration:

• The Hustle: Want to be the first to know what’s shaping the startup and tech world? The Hustle breaks down the big stories in bite-sized chunks. Perfect for marketers who want to stay sharp without wasting time.

• Marketing Millennials: Need fresh perspectives on B2B marketing? Marketing Millennials serves up industry trends and actionable tips with a side of sass that’ll get your creative juices flowing.

• Marketing Brew: Digestible. Impactful. And never boring. Marketing Brew hits hard with fast-paced industry news and insights. Trust me, you’ll want to get in on this one.

• Five at 5: No fluff, no filler. Five at 5 gets straight to the point with the latest trends and strategies to keep your B2B marketing game sharp.