Here’s what I’ve found out after 16 years professionally with WordPress and 16 years on LinkedIn:

A marketing ops community fellow is launching a new blog this year and compares LinkedIn articles to a corporate blog.


1. A blog is eternal. Owned 100%, customizable, linkable, editable etc. LinkedIn Pulse vs. Articles vs. Newsletters and whatever they pivot to has risks – gets some reach first, then a down period for a year, followed by an uptick, you get it.

2. Any attribution on LinkedIn pales in comparison with the endless suite of tools to target and identify customers, remarket with pixels, exit intent, lead scoring and what not.

3. LinkedIn is better for organic, especially executive-level thought leadership content if you supplement with data, case studies, webinars and other value drivers. Faster to grow and scale though unpredictable with algorithm change.

4. Blogs can be boosted with paid ads across all channels. LinkedIn’s articles can’t.

(Workaround: LinkedIn supports “thought leadership” ads where executives can approve posts for being boosted to your ICP via the company account.)

5. LinkedIn SEO is ad-hoc, one at a time. You can’t intentionally create pillars and hubs. Blog SEO you can target specific commercial keywords and build 200 internal links to them, organize in clusters, do gated content and everything else.

6. Blog search accumulates with time. Organic keyword visibility remains and grows unless you end up with thousands of decayed articles. Better stats and data through Search Console or Semrush and so on. LinkedIn works for a few days but then old content usually disappears.

The answer is both – but here’s how I structure my newsletter if you want to bundle in TOFU content with your newsletter strategy:

1. ESP (MailChimp, beehiiv, other) email on Wednesdays.

2. Pushing the same draft to the newsletters archive on my site the same day (primarily so readers can catch up on the archive and new subscribers can look up the latest issues, plus SEO). I don’t share on social yet.

3. On Sundays, I cross-post to my LinkedIn newsletter here.

4. Ongoing shares on social across both (depending on audience targeting)

What’s your content mix going omnichannel?


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My name is Mario Peshev, a global SME Business Advisor running digital businesses for 20 the past years.

Born in Bulgaria, Europe, I gained diverse management experience through my training work across Europe, North America, and the Arab world. With 10,000+ hours in consulting and training for organizations like SAP, VMware, CERN, I’ve dedicated a huge amount of my time to helping hundreds of SMEs growing in different stages of the business lifecycle.

My martech agency DevriX grew past 50 people and ranks as a top 10 WordPress global agency and Growth Blueprint, my advisory firm, has served 400+ SME founders and executives with monthly ongoing strategy sessions.


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