As more companies and experts begin working more deliberately with content marketing and thought leadership, new platforms are continuously emerging that change the way we communicate with our target audience.
One of the platforms I have personally started seeing more and more of is Substack.
Originally, the platform was mainly used by journalists and writers who wanted a direct relationship with their readers. Today, however, more companies, consultants, and industry experts are increasingly using the platform as part of their branding strategy.
What makes Substack interesting is that it essentially combines several disciplines within digital marketing.
You get elements of content marketing, email marketing, and personal branding gathered in one place.
But what exactly is Substack as a platform, and how can it be used strategically in branding?
Let us take a closer look.
What is Substack?
Substack is, at its core, a publishing platform that makes it possible to publish newsletters and articles directly to a subscriber list.
The platform functions as a combination of a blog and a newsletter system where readers can subscribe to your content and receive new posts directly in their inbox.
At the same time, Substack also works as a public platform where new readers can discover your content.
This means you are both building a traditional email list and creating a kind of content ecosystem around your brand.
One of the primary reasons for the platform’s popularity is its simplicity.
Where traditional content management systems or email marketing platforms often require a fair amount of technical setup, Substack is designed to make publishing as simple as possible.
You write your post, publish it, and it is automatically sent to your subscribers.
The platform also includes a built in option for paid subscriptions, making it possible for writers and businesses to generate revenue directly from their content.
However, it is important to remember that Substack was created with the intention of sharing valuable content with interested readers. It is therefore not simply another email marketing platform designed purely to drive traffic.
Why is Substack interesting in a branding context?
When we talk about traditional content marketing, the conversation often revolves around blogs, social media, and SEO.
Substack introduces an interesting element: the direct relationship with the reader.
On social media, your visibility depends heavily on algorithms. This means that even if you have many followers, it is far from guaranteed that they will actually see your content.
With a subscription based platform like Substack, the relationship works differently. When a user chooses to subscribe to your newsletter, they actively consent to receiving your content directly.
This creates a more direct and often stronger relationship with your audience.
There is also a clear branding perspective.By consistently sharing knowledge, perspectives, and analyses, you can position yourself or your company as an authority within your field.
This is exactly where Substack can play an important role in building thought leadership.
Substack as a tool for thought leadership
Thought leadership has become a central concept in modern digital marketing.
In simple terms, it is about positioning yourself as an expert or opinion leader within a specific industry or subject area.
Substack can function as an effective platform for sharing:
- Industry reflections
- Analysis of trends
- Experiences from projects
- Perspectives on developments in the market
Unlike social media, where content is often short and quickly consumed, Substack allows for longer and more in depth content.
This makes the platform particularly suitable for professional reflections and analyses.
When this type of content is published regularly, it can gradually strengthen both personal branding and the professional profile of a company.
Building a loyal audience
One of the most interesting aspects of Substack is the ability to build a loyal readership.
When a user chooses to subscribe to your content, it is often a sign that they already find your perspective or knowledge valuable.
This type of relationship differs from followers on social media, where engagement can often be more superficial and fleeting.
On Substack, the reader has actively chosen to receive your content in their inbox.
This also means engagement is often higher.
Over time, this can lead to a stronger relationship between sender and reader, which can ultimately have a positive effect on the credibility of the brand.
Substack as a supplement to your content marketing strategy
It is important to emphasize that Substack should rarely stand alone as a marketing channel.
Instead, the platform works best as a supplement to an existing content marketing strategy.
For many companies, it may make sense to combine:
- Blog content on your own website
- Newsletters via Substack
- Distribution through social media
- SEO optimized articles
In this way, Substack can function as a channel for expanding on topics and building a closer relationship with your most engaged followers.
It also means that content from Substack can often be reused or adapted for other channels.
A longer Substack article can, for example, form the basis for:
- LinkedIn posts
- Shorter blog articles
- Webinars or podcasts
In this way, a single idea can create value across multiple platforms.
What types of content work well on Substack?
Content on Substack often differs from traditional marketing content.
The platform strongly rewards authentic, reflective, and value driven content.
This does not necessarily mean the content must be personal in a traditional sense, but it should have a clear voice and a distinct perspective.
Industry analyses
One of the most obvious content formats on Substack is industry analysis.
Here you can share your perspectives on developments within your industry, new technologies, or changes in the market.
This might include an analysis of how artificial intelligence is influencing digital marketing, how changes in Google’s algorithms affect SEO, or how new social platforms are changing the way companies work with branding.
This type of content works well on Substack because the platform provides room for deeper reflection.
Instead of simply reporting on a new development, you can explain what it means in practice and how companies should respond to it.
For many readers, this type of analysis is valuable because it helps them understand complex developments within their industry.
Reflections from practical experience
Another type of content that often creates engagement on Substack is reflections from practical experience.
Here you can share insights from specific projects, challenges, or situations you have encountered in your work.
This could include insights from a campaign that did not go as planned, experiences with a new marketing strategy, or observations from collaborating with different types of clients.
This type of content can be particularly valuable because it gives the reader a more realistic understanding of how theories and strategies actually work in practice.
At the same time, reflections from practice can also make your content feel more personal and credible.
Instead of simply explaining how something should work, you demonstrate how it actually works in real situations.
For many readers, it is precisely this type of experience that makes the content interesting.
Guides and educational content
Substack can also be used for more in depth guides and educational content.
This might include articles that explain specific methods, strategies, or tools in greater detail.
The advantage of Substack in this context is that the format allows space to explain complex topics more thoroughly than many other platforms.
Instead of short tips or surface level advice, you can dive deeper into the process behind a strategy and explain both the thinking, the challenges, and the practical steps involved.
This type of content can help build trust in your professional expertise because readers feel that you are sharing real knowledge and experience.
Commentary on current trends
A fourth type of content that works well on Substack is commentary on current trends or news within the industry.
If a major change happens on a digital platform, a new technology gains attention, or a debate emerges within the industry, Substack can be a great place to share your own perspective on the development.
This type of content does not necessarily need to be long analyses.
It can also be shorter reflections where you place a news story in context and explain what it may mean for companies and marketers.
The advantage of this type of content is that it shows you are following developments within your industry and have an opinion about them.
Over time, this type of content can help build an audience that returns to hear your perspective on new developments.
4 benefits of using Substack for branding
There are several reasons why Substack has become popular among both writers and companies.
Let us take a look at some of the most important advantages.
- Direct relationship with your audience: One of the biggest advantages of Substack is the ability to communicate directly with your readers via email. This means you are not dependent on social media algorithms to reach your audience.
- Low technical barrier: The platform is relatively easy to get started with. You do not need advanced technical setup or a complex CMS to begin publishing content.
- Opportunity to build thought leadership: By sharing professional reflections and analyses, you can gradually position yourself as an expert within your field.
- Potential for monetization: Substack allows you to offer paid subscriptions, which can be relevant for experts, consultants, or niche media.
How to get started with Substack
If you are considering using Substack as part of your branding strategy, it can be a good idea to begin with a clear plan.
First and foremost, you should define the purpose of your content.
Do you want to:
- Share industry insights
- Strengthen personal branding
- Build a strong email list
- Or create a knowledge hub around your brand?
When the purpose is clear, it also becomes easier to define the direction of the content.
Next, it can be helpful to decide on a realistic publishing frequency.
For many people, one article per week or every other week is a good starting point.
The most important factor, however, is consistency.
Finally, there is distribution.
Although Substack has its own discovery features, many subscribers will typically come from other channels such as LinkedIn, blogs, or podcasts.
A part of your branding strategy
Substack is not necessarily the right platform for every company.
But for those working with content marketing, thought leadership, or personal branding, the platform can be a valuable tool.
Its greatest strength lies in the ability to create a direct relationship with readers and share more in depth content without the limitations often experienced on social media.
As with all marketing channels, however, it ultimately comes down not just to the platform itself but to the value of the content you share.
If the content is relevant, thoughtful, and consistent, Substack can become a strong channel for building visibility, credibility, and meaningful relationships.
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