Substack and PR: how to use the subscription platform to enhance your PR
Key takeaways: How to use Substack for PR
1. Know your audience: Target industry pros, loyal customers, or niche communities, and create content that meets their needs.
2. Offer unique insights: Share commentary, first-party data and research, or behind-the-scenes stories your audience can’t get elsewhere.
3. Follow a content plan: Publish consistently, mix short updates with deep-dive analysis, and align content with PR campaigns or launches.
4. Optimise for SEO: Use keyword-rich headlines, and structured content to increase your content's visibility.
5. Build authority and trust: Feature leaders and high-value insights to strengthen your personal and brand thought leadership.
For UK businesses Substack is more than a newsletter - it’s a PR channel, audience-builder, and owned media asset. If you’re new to Substack, check out our guide: What is Substack?
Our recent article, What is Substack, covers everything from how much top Substack professionals can earn to why the platform has grown so rapidly over the past few years. For UK brands and founders, here’s a quick snapshot of the advantages of Substack:
Top 5 benefits of Substack for UK brands and founders
1. Direct audience access – Reach 3.7m+ UK subscribers directly, bypassing social media algorithms.(PressGazzette)
2. High engagement – UK newsletters achieve 40–60% open rates, far above typical marketing emails. (Fueler)
3. Build thought leadership – Share insights from key spokespeople within your business to strengthen your market positioning.
4. Revenue potential – Top UK creators earn £100k–£1.2m+ annually via subscriptions and premium content. (Press Gazette)
5. Enhance personal branding – Founders and executives can grow trust and authority while amplifying PR efforts.
8 actionable tips to help your UK brand succeed on Substack
1. Find your audience
Before publishing, define who you’re speaking to.
- Identify key audience segments: industry professionals, loyal customers, potential clients, or other niche communities.
- Build a reader persona to understand their priorities, challenges, pain points and motivations.
- Maintain a consistent tone -authoritative, professional, approachable, or witty depending on your brand.
- Track audience behaviour (comments/feedback) over time to refine messaging.
Key takeaway: Understanding your audience ensures your content is being reached by the right people.
2. Define your messaging
Your newsletter should offer value that can’t be found elsewhere.
- Share industry insights, behind-the-scenes content, actionable tips, or expert commentary.
- Ensure each post answers: “Why should someone subscribe today?”
- Focus on differentiation highlight unique perspectives or first-party data.
- Keep messaging clear and concise to make it easy for readers to scan.
Key takeaway: Clear, differentiated messaging gives readers a compelling reason to subscribe and stay engaged.
3. Build a structured content strategy
Consistency and planning are critical for growth.
- Decide on a posting frequency: weekly, bi-weekly, or monthly, and stick to it.
- Mix content formats:
- Short news updates or insights
- Long-form analysis or research
- Interviews with thought leaders
- Curated news or industry commentary
- Plan content around key themes relevant to your audience.
- Map your newsletter content to PR campaigns, product launches, or seasonal initiatives.
Key takeaway: A well-structured content plan positions your brand as reliable, authoritative, and valuable.
4. Optimise for SEO and AI search engines
Even a newsletter can reach new audiences beyond subscribers.
- Use keyword-rich headlines, e.g., “Substack tips for UK brands” or “UK B2B Substack strategy.”
- Structure posts with:
- Clear headings
- Bullet points
- Short, punchy paragraphs
- Naturally integrate phrases like “how to grow a brand newsletter”, “Substack PR tips UK”, or “founder-led newsletters.”
- Include internal links to related guides or resources for enhanced SEO.
Key takeaway: Optimising for search engines and AI tools increases visibility, reach, and organic growth.
5. Engage with your audience
Substack is most effective as a two-way communication channel.
- Invite replies and feedback to each newsletter post.
- Run surveys or polls to discover what content your readers value most.
- Feature reader questions or comments in future newsletters.
- Use engagement insights to adapt tone, content, and topics.
Key takeaway: Engagement builds a loyal, interactive subscriber base, turning readers into advocates.
6. Promote your newsletter across channels
Even excellent content needs strategic promotion to reach the right audience.
- Share newsletters on LinkedIn, X, your website, and email signatures.
- Collaborate with relevant brands or thought leaders for guest contributions.
- Offer early-subscriber incentives, like downloadable resources, exclusive content, or early access.
- Consider promoting posts via paid social ads to reach specific UK audience segments.
Key takeaway: Cross-channel promotion drives subscriber growth, strengthens brand presence, and supports overall PR strategy.
7. Track performance and refine
Use Substack analytics to make data-driven decisions.
- Monitor open rates, click-through rates, and subscriber growth.
- Test different headlines, content formats, and topics.
- Focus on posts that generate the most engagement and replicate success.
- Adjust posting frequency or content style based on audience feedback.
Key takeaway: Tracking performance helps refine your strategy, optimise engagement, and amplify overall newsletter impact.
8. Monetise strategically
Once trust is established, Substack allows UK brands to generate revenue without alienating subscribers.
- Offer premium subscriptions for in-depth guides, early access, or exclusive insights.
- Introduce tiered memberships with varying levels of access and perks.
- Collaborate with aligned brands for sponsored posts or newsletter takeovers.
- Promote your services, workshops, or products naturally within content.
Pro tip: Monetise after building audience trust—subscribers are far more likely to pay when they see clear value.
Key takeaway: Monetisation works best when it complements the value your content already delivers.
How UK brands can make the most of Substack
- Showcase your leaders – Feature founders or executives to build their personal brand and establish them as credible, trusted thought leaders.
- Share unique insights – Share content your audience can’t access elsewhere to demonstrate expertise and strengthen thought leadership.
- Integrate Substack into campaigns – Use newsletters to support PR initiatives, product launches, and thought leadership efforts.
Want to learn more about Substack?
Check out our full guide: What is Substack? to understand how UK brands and founders can use it to grow audiences, revenue, and thought leadership.
If you’re looking to get started with Substack PR, Words+Pixels can help you grow your audience and strengthen your brand. Get in touch today.
FAQ’s: 8 tips to grow your Substack newsletter
1. How do I start a Substack newsletter?
Sign up for a free Substack account, set up your branding, choose free or paid content, and start publishing. Focus on a niche topic to attract engaged UK subscribers.
2. What content should I publish first?
Begin with founder insights, industry commentary, or actionable tips your audience can’t get elsewhere. Share behind-the-scenes stories or curated research to demonstrate expertise.
3. How often should I post?
Consistency matters more than frequency. Weekly, bi-weekly, or monthly schedules work, combining short updates with longer, in-depth content.
4. How can I grow my audience?
Promote your newsletter across LinkedIn, X, your website, and email signatures. Collaborate with industry leaders, ask for feedback, and offer early-access content or exclusive resources.
5. Can Substack help with personal branding and thought leadership?
Yes. Publishing high-value, unique insights positions founders and executives as trusted thought leaders while reinforcing your brand authority.
6. When should I monetise?
Start monetisation once you have a loyal, engaged audience. Options include paid subscriptions, tiered memberships, or exclusive premium content.
7. What should I avoid as a beginner?
Don’t post without a clear audience, ignore a consistent schedule, or rely solely on Substack for growth. Avoid generic content—focus on unique, high-value insights instead.
