LinkedIn’s new newsletter feature is a great opportunity to grow new audiences, American City Business Journals’ Summer Moore says.

In an INMA content strategies blog, Moore – who is ACBJ’s director of audience grows - says tagging and calls to action are key to successful newsletters on the platform.

“While LinkedIn might have held a reputation for being for older, established professionals when it launched, the platform has risen to be one of the most prominent for professionals in all stages of their careers,” she says. “Plus, since it is mainly a professional space, the usual social trolling is minimal compared to other platforms.”

Publishers should treat LinkedIn as a “separate but equally important – if not more so” – platform for content, and specifically, people-focused content.

Key to success on the platform is to pay attention to subject lines and photos, and avoid over-posting. She urges building a habit by respecting their time and inboxes. “Once a week is plenty”, she says.

And always include a call to action, taking readers beyond the notification they receive. “What do you want them to do? Go to your site; sign up for your newsletters; become subscribers? Be sure to include that call to action in your post,” she says.

And look to content that will help people looking to grow or further their careers or businesses. “That is what will help your newsletter grow.”