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TS #112: The Newsletter Grand National ’23

Get ready for the world’s most famous steeplechase…

Afternoon, all. Here we are, then, the Newsletter Grand National! 

AND THEY’RE OFF AND RACING! Substack into the lead, the clear favourite. 

There’s LinkedIn hot on its heels, looking determined. Beehiiv coming up on the inside…

We have some serious contenders in this race. WhatsApp coming up fast on the outside with its handy template! He’s got big ambitions and wants to be the winner – in a league of his own with a 98% open rate. 

Mobile newsletters, what a novelty! As they say, go where your customers are. Will he take it? 

15 fences to run, and no one’s fallen yet. Substack holding it steady. 

OUT! Revue, Bulletin fall at the ninth. Revue and Bulletin both gone. Medium has drifted out to 100/1… struggling at the back of the field. LinkedIn leaning in… gathering pace, could she take the race? 

There’s Oatly Spam. An outsider! With a giant billboard ad for its new brand newsletter. Stopping us all in our tracks. What a cheeky move. A brand newsletter, of all things – what a workhorse. 

Here’s the famous fence, Becher’s Brook – and they’re all over! All cleared it safely.

My money’s on Substack, but I’ve stuck a quid on LinkedIn because of the promotion (900M members) if she can sort the paid element. Not an easy job with data and privacy issues – still no subscriber list… 

But if she puts her mind to it, she could win. Can LinkedIn compete? Let’s see! 

It’s a beautiful day at Aintree. What a race! Big ambitions for the newsletter and creator space. Who will be riding into the sunset a Grand National champion? 

The world is watching!

Two to jump and Substack holding steady… we’re in for a great finish! 

Over the last hurdle, the final fence and it’s Substack who heads down towards the last. LinkedIn second, WhatsApp in third. Bunching up in the Grand National! The final 150 yards… here we go!

SUBSTACK WINS THE NATIONAL! 20M+ monthly active subscribers and 2M paid subscriptions. 

What a turn-up for the books! 

Substack is the winner. LinkedIn was second, and WhatsApp fell away to third. Convert Kit fourth. Beehiiv fifth.

And congratulations to the winning jockey, Rachael Blackmore, who is making phenomenal strides in a male-dominated sport. 

Good news! All horses and jockeys are back safe. No fatalities. Well done to the BHA for investing in safety and improvements to the course.

Another gripping Grand National – the world’s most famous steeplechase and what a story. I hope you had a placed horse. Good day! 


Substack posted this on their blog: A new economic engine for culture, a position piece on what comes after social media as we know it. And where Substack is headed. 

20M+ monthly active subscribers and 2M paid subscriptions to writers on Substack is a fantastic achievement. Well done to the team 👏

It’s inspiring to look at the leaderboard for different sections and see writers making thousands each month from their work.

There are many publishing platforms, and I’ve stuck around because of the mission and manifesto – and the community. They are constantly innovating and trying new things to help make writers’ lives easier. 

And because I like to keep my tech stack and workflow simple! 

But I am republishing posts later on WordPress and LinkedIn – and keeping an eye on what LinkedIn does next for newsletters… 

Good discussion about it on This Old Marketing – how Substack is becoming the WordPress of how to create an audience these days. Joe says he can’t fault the business model. “Letting writers be entrepreneurs – it could be the new WordPress.”

PS, Joe needs some help with The Tilt’s creator economy survey – they are 23 responses short of 1K. You’ll get access to final report, and a chance at $250 or AirPods – fill it in here

Last call to nominate someone (or yourself!) for their list of content creators doing good work who deserve a shoutout. 

Keep moving!
Nika 🙂


The Shift Hot 5 🔥

In Praise of (Brand) Newsletters. What Oatly did next – launched its newsletter, Spam, on a giant ad billboard. A poke-in-the-eye to current marketing trends and the latest cheeky move from a company breaking conventions. Here are a few lessons Angela has learned through trial and error. I’ve moved on to pea milk.

Remote Work Spain Guide to LinkedIn. How to use LinkedIn to find employed or freelance work. Google now indexes LinkedIn post content, which can help you get discovered. Check out Maya’s Facebook group for remote job opportunities and tips. Spain’s digital nomad visa is (just about) here! 

WhatsApp is working on a private newsletter tool for a future app update. Choose who you want to hear from and follow broadcasters of your choice right within WhatsApp. They are giving people a new feature they’ve been asking for. Mobile newsletters have a much higher open rate of 90% than email newsletters at 22% (Gartner). Worth experimenting!

The Publisher Newsletter Awards – now open for entries. A new programme from Media Voices celebrating newsletter excellence, sharing best practices, and elevating publishers’ work. Free to enter – here are the categories. Entries close on April 24th. 

7 Modern Writing Tools That Changed My Life – recommended tools to keep the writing struggles away. Writing online is self-care. “Each article is a little seed that you plant, which will grow into trees and take care of you.” Stop overcomplicating things. Experiment. Keep it simple and have fun. 

I enjoyed listening to Snoop Dogg read this post!


Thoughts, questions, or topic suggestions?

Get in touch. I’d love to hear from you! Email nika@nikatalbot.io

Have a good story to share? Get featured in a Creator Spotlight

Need my copywriting chops? See my services

Categories
Newsletter

TS #111: Going all in on LinkedIn

Stay ahead of the game in 2023 with 7 LinkedIn updates

I’m going all in on LinkedIn this year – posting and engaging on one platform daily to save time and stay sane. LinkedIn is the granddaddy of social media – celebrating its 20th birthday in May!

Mind-blowing to think it has over 900 million members in over 200 countries and territories. That’s a lot of eyeballs on your posts 👀

LinkedIn is seeing a lot of in-app activity due to the Twitter storm and layoffs. I’ve heard many people talk about doubling down on it this year, so it’s helpful to know what’s happening.

LinkedIn has announced 7 new updates coming in 2023 – more help for creators including:

• Creator analytics – see your top-performing posts and what’s working for your audience

• New features to make newsletters more discoverable

• The Focused Inbox to help with spammy sales pitches and random InMail

• Tailored job collections for casual browsing – curate your wishlist: mission-driven startups, remote jobs and travel inspo

• Post-scheduling and the ability to edit submissions afterwards. Hurrah! It’s been a long time coming.

Great to see them going all in on newsletters when Meta and Twitter have dropped their newsletter programmes. 36K+ newsletters published on the platform (still needs a directory and the ability to download your subscriber list).

They have big ambitions for newsletters. Will we see a TikTok-style creator marketplace with AI ads?

Just reading Jack Appleby’s piece on using LinkedIn (not Twitter) to build your career personal brand. He posts daily and copies and pastes his tweets (it works!). No need to overthink it.

LinkedIn posts have a longer shelf life and decent organic reach, and it’s the place to be for B2B marketing. It’s also been a reliable source of work for freelance projects over the years.

I agree with him that building your career personal brand on a site linked to your CV makes sense. Your profile page is your sales page/lead magnet!

I’m also keeping an eye on the LinkedIn for Creators page and the Creator Weekly newsletter for content opportunities, including the next round of the Creator Accelerator cohort. How did the last batch do? I will find out – be good to hear their insights.

I get all my social media news from newsletters to save time and monitor trends in one place (using Inoreader for RSS – a fantastic tool, you can add newsletters).

1. Jack Appleby’s Future Social – the latest on social media strategy, the creator economy and more.

2. Social Media Today – the latest news, trends, and tips (a relaxing read, no annoying pop-ups).

3. Matt Navarra’s Geekout – a range of resources for social media managers (and geeks!).

4. Nicole Tabak’s Social Media Detox – thoughts on life and self-care for content creators. Creator burnout is real.

5. Daniel Roth’s Creator Weekly – a resource for creators on LinkedIn: what’s trending and which creators are making an impact.

6. Jaskaran Sain’s The Social Juice – he is rocking Reddit with his roundups on r/socialmedia and his subreddit r/marketingcurated.

7. Lucy Hall’s Digital News Roundup – a special session on LinkedIn at the Digital Women Live Conference on 22 March.

I do social strategy for clients and don’t always have the time and energy for personal updates. I’ve simplified my process – pick one platform to focus on. Separate accounts so I don’t have to follow clients from my personal one. Pomodoro to block time – constraints help! Different phones for work and me.

I write all my posts in a Word doc a week ahead and get sign-off from clients. I can sign my own off on Fridays 😉 Need to spend some time curating my feed to have a useful and inspiring timeline.

As Tim Ferris said, “The person who curates better information feeds gets better thoughts”. 

Go on little adventures! It can be mundane, so it helps to work in different environments and, ideally, do it with others. It will lead to better quality posts than doing it on the fly and trying to squeeze it into the workday – save that for the interaction.

You can help each other learn new tools (LinkedHelper is highly recommended!) and amplify each other’s reach.

It helps to remember that it’s ‘social’ media and not just about numbers and data. It’s about engagement, connection, and conversation. One conversation can change everything! 

I was listening to Derek Sivers’ podcast (he doesn’t do social, he’d rather read a book), and he said “business is about helping people.” Yep. When did it get so complicated and time-consuming – data, analytics, automation and planning tools?

Let’s keep it simple, have fun and stay sane. More time to read books, be in nature and do the important things in life.

r/LinkedInLunatics – a subreddit for insufferable LinkedIn content. Now celebrating 200K subs and launching its own Discord server. Meet the LinkedIn characters… Beware deep rabbit holes ahead 🕳 🐇


🔥 The Shift Hot 5

Thinking Forward 2023 report (We Are Social). Digging deep into the many-tentacled thing social has become. The way we explore the internet and discover content is evolving. Platforms that de-centre creator profile pages have grown dramatically. We’re moving towards sites like Substack that enable collective authorship.

How reading fiction can make you a better person (Big Think). Instead of walking a mile in someone’s shoes, try reading a chapter of their book. Research shows that fiction helps you neurologically relate to other people’s experiences. Better social interactions and the ability to read the room. Never trust a man who doesn’t read fiction.

Having trouble with that phrase? Try this…(The Freelance). DeepL has released an online writing tool that it says goes beyond the usual spelling and grammar checkers. It can help you improve your writing by “syntactically reformulating” certain phrases and jargon-stricken sentences. Currently free in beta mode.

YouTube shares its creator economy trends for 23. How creators have become mainstream entertainment and why creator-driven content is winning the streaming wars. Creator and journalist Jon Youshaei explores this phenomenon on the streets of Los Angeles in his ‘Creators vs Celebrities’ series.

Every is launching a new kind of conference, Thesis, in partnership with Interintellect. 20+ writers with the most exciting ideas on the web present 15-minute talks and host intimate salons that explain their big ideas in simple terms. 25 February in New York. Online everywhere.


Thoughts, questions, or topic suggestions?

Get in touch. I’d love to hear from you! Email nika@nikatalbot.io

Have a story to share? Get featured in a Creator Spotlight

Need my copywriting chops? See my services

Categories
Newsletter

Tame your inner critic🙄

I’ve joined a Newsletter Mastermind, and ‘not feeling ready’ came up on this week’s call. “I’m on my 100th issue, and it’s the same every time – the day before it goes out, and I still don’t know what I’m going to write about. Yet somehow, every week, it gets pushed over the finishing line.” It turned into a discussion on how to be ‘inner critic ready’ led by @ReddyToGo – he’s the man.

I said I’m the same. Working on things last minute (writing this on Saturday night) or running late. I had an argument with a friend once about my lateness, and she said: “It’s because you don’t feel ready.” She was right. I was trying to do too much – hustling hard in London at that time. It’s probably the most helpful thing anyone’s said to me. 

Tame your inner critic

The inner critic mixes negative critical comments from our parents, siblings, peers, and teachers when we were growing up. It isn’t a bad thing, says writer and author Jennifer Nelson“Researchers agree that a little self-awareness can be a reality check, but a constant barrage of self trash-talk is debilitating.”

In her talk on listening to shame, Brene Brown says it relies on you buying into it – tell yourself something often enough, and you’ll eventually believe it to be true. “Shame needs three things to percolate: secrecy, silence and perception of judgement.” 

It can be an issue for portfolio professionals as we’re working on short term projects in new environments with different teams. You’re expected to hit the ground running, be an expert and produce good work quickly. But each project is different and team dynamics and nuances take a while to figure out. You’re learning as you go and you make mistakes. You also have to put yourself out there, pitching for gigs, negotiating rates and dealing with rejection.

The inner critic is a feature of the tricky brain. Unfortunately, we can’t fire them, but they can be an extra rather than centre-stage…


Some strategies to help you deal with your inner critic

(and have a better, more productive relationship with yourself)

  • Give them a name. There are two actors in constant conversation – the nurturer and the critic. Mine is called Nancy. She’s an out of work theatre critic (failed actress, really) who never has a good word to say about anyone, except Cliff Richard. She’s 6”2, wears heels, diamante and a purple wig (a bit Dame Edna). Except she always wears black. @readyforthefuneral. She’s had no work during the pandemic and is taking her frustrations out on me. My nurturers are the Caring Committee – Spock, Jarvis, Oprah, Iggy Pop, Nick Cave, Mr Miyagi, Gandalf, Sean Bean, & Ted Hastings, who rally around to big me up. Never a dull day! It helps me distance myself from the drama and be a calm witness. 
  • Be mindful. The cure is empathy, says Brene. Say to yourself, “I understand, but those thoughts aren’t true.” And replace ‘I can’t’ with ‘I might’. Notice negative thoughts when they come up and write them down. Look for moments in the day when others see the effort you’ve made. Write them down. If the conversation is getting a bit one-sided, I know I’m tired and need a break. 
  • Stop ruminating – I had some negative feedback on a piece of copy this week. It wasn’t quite right, so we had to redo it after a call with the client. A bit disappointing as it’s a new gig and I wanted to make a good impression. I felt a bit flat, thinking about what I could have done better. But I’ve only been on the job for two days and don’t have much context. I let myself replay it for a bit, then distracted myself with something else: went for a walk and watched something on Netflix. Learn and let go.
  • Set deadlines – No over-editing and over-researching, i.e. procrastinating. Anne-Laure at Ness Labs says she only edits her articles once before publishing them. The aim is to get the conversation started and tweak things based on feedback. I like that. Nothing is set in stone online. 
  • Dress smarter – it’s easier to silence your inner critic when you’re looking sharp and feeling good. We had a good discussion at TPC this week on personal branding, and this came up. Fiona’s tip: Dress for the job you want, not the one you have. She’s also big on ‘fake it till you make it.’ 
  • Finding your why – LA-based writer, activist and wellness expert Katie Horwitch says the inner critic is a filler for uncertainty about your purpose. Get clear on the common thread in all you do and what you’re offering the world. What’s your story? Workshop it. It’s easier to do this with others than on your own. Others see things in you that you don’t. 

Nancy and I had a bust-up this week. She went off on one when I told her about the project feedback. Then I mentioned my podcast idea – interviewing hip hop entrepreneurs about their lives and work, and she sighed and rolled her eyes. “You don’t have the time, energy or contacts for that. You’re not in that world! Forget it, darling!” 

“Don’t patronise me. That’s the point. I don’t want to interview people like me. We have enough echo chambers out there….I want to do something different. ” 

We’re going for tea with the committee later, so let’s see what they have to say about it.  

She’s not coming on holiday with me (not till she apologises anyway). 


5 things🖐

👩‍💻LinkedIn Marketplace (launching Sept) – a new service for freelancers. Connect with employers, showcase your services, and do deals directly via the platform (initially focusing on design, marketing and software development). Good to see Microsoft investing in developing a bigger content platform with Creator mode, Services, Open to Work, trending stories. A bit of competition for Fiverr and Upwork.

✍️And some great tips from Ben Legg, CEO & Co-founder of The Portfolio Collective, on how to make the most of LinkedIn. Interesting comments on ageism. Noted and actioned! Thanks to Claire Moss for sending her notes. 

👨🏽‍🎤Personal branding. How do you make yourself stand out from a sea of competition? What makes you memorable? It’s much more than your logo. A deep dive into finding your why with brand gurus Fiona Chorlton-Voong and Alex Pitt. More on the inner critic and celebrating your differences. Inspiring to hear Alex’s story on launching her branding agency, Strange. 

💰Self-belief, reinvention and hard work: How to earn £100k+ as a freelance journalist. “I did it. So why not you? I had an end game, creativity and a pathological inability to take “No” for an answer.” Andrew Don on his 40-year journalistic career, self-belief and reinvention in his new book: The Bounty Hunter. His 10 essential ingredients to help you make serious money as a freelancer. 

🇮🇹All the Voices of the NUJ – a project helping international writers who are new to the UK by matching them up with a member who speaks their language. The guest speaker was John Worne, CEO of the Chartered Institute of Linguists, who talked about the joy and pleasure of languages. He flagged a few issues members have raised – it’s sad to hear languages aren’t being prioritised in the UK curriculum.

I’m trying to learn French and Italian, and Nancy pipes up frequently with her helpful comments. Along with my secondary school French teacher, Mrs Marchant, who told me not to do it at A-Level as I’d struggle. A fascinating chat about how being bilingual can put you in two minds: having different personalities in each language, and not taking it too seriously. Play with it and have a go🇮🇹


The future of work is now

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