Problem Summary
You’re trying to figure out which platform is best for establishing your B2B thought leadership in 2025, but LinkedIn newsletters, Medium, and Substack each have different strengths. Making the wrong choice could mean wasted effort, limited reach, or missing your target audience entirely.
Step-by-Step Fixes
Step 1: Run a quick audience check (5 minutes)
Open each platform and search for content in your industry. On LinkedIn, use the search bar and filter by “Posts” and “Newsletters.” For Medium, browse publications related to your field. On Substack, check the “Discover” section for business newsletters. Count how many active creators you find in your niche on each platform. This gives you immediate insight into where your competitors and audience already gather.
Step 2: Test your content format preference (10 minutes)
Create a sample 500-word post about a trending topic in your industry. Try posting it as a LinkedIn article, a Medium story, and draft it in Substack’s editor. Notice which interface feels most natural. LinkedIn works best for short, punchy insights with native video. Medium excels at long-form storytelling with rich formatting. Substack is ideal for regular newsletter-style updates with simple text and images.
Step 3: Analyze your existing network (15 minutes)
Check where your current professional connections are most active. Export your LinkedIn connections list and scan for engagement patterns. Look at your email contacts to see who might subscribe to a Substack. Review your Twitter or other social media to identify which platform links get the most clicks. Your existing network often determines your initial traction.
Step 4: Compare monetization needs (20 minutes)
LinkedIn newsletters are free but offer no direct monetization. Medium’s Partner Program pays based on member reading time, typically $100-500 monthly for consistent writers. Substack allows paid subscriptions, with top B2B newsletters earning $10,000+ monthly. Calculate your content creation costs and desired ROI to guide your decision.
Step 5: Test platform-specific features (30 minutes)
LinkedIn newsletters integrate with your profile, showing subscriber counts publicly and sending notifications to your network. Medium offers publications for collaborative writing and built-in distribution through tags. Substack provides email list ownership, custom domains, and podcast hosting. Create test content using each platform’s unique features to see what enhances your message.
Step 6: Run a two-week pilot program
Commit to posting three times on your top two platform choices. Track metrics like views, engagement rate, new followers, and time spent creating content. LinkedIn typically shows results within days through your existing network. Medium might take weeks to gain algorithmic traction. Substack growth depends entirely on your promotion efforts.
Likely Causes
Cause #1: Platform-audience mismatch
Your target B2B decision-makers might not be where you think they are. LinkedIn hosts 90% of B2B decision-makers, making it ideal for enterprise software, consulting, and professional services. Medium attracts startup founders, developers, and creative professionals. Substack readers tend to be knowledge workers seeking deep, specialized insights.
Check for this by surveying 10 ideal clients about their content consumption habits. Ask specifically: “Where do you read industry insights?” and “Which email newsletters do you actually open?” If they mention trade publications or company blogs instead of these platforms, you might need a different strategy entirely.
Cause #2: Content frequency misalignment
Each platform rewards different publishing schedules. LinkedIn’s algorithm favors 2-3 posts weekly with one monthly newsletter. Medium’s curation team looks for 1-2 high-quality stories weekly. Substack readers expect consistent weekly or bi-weekly emails.
Assess your realistic content capacity by tracking how long it takes to write, edit, and format a typical piece. Include research time and image creation. If you can only publish monthly, LinkedIn newsletters work best. For weekly publishing, Substack builds stronger reader relationships. Medium suits sporadic but impactful publishing.
Cause #3: Unclear monetization strategy
Many B2B thought leaders start without clear revenue goals, leading to platform frustration. LinkedIn builds authority for consulting or speaking opportunities but offers no direct payment. Medium provides small but steady income for consistent publishers. Substack enables significant revenue but requires active audience building.
Define your primary goal: lead generation, passive income, or audience ownership. LinkedIn excels at generating consulting leads through visibility. Medium works for building credibility while earning modest revenue. Substack is best used in situations where you want to own your audience and create recurring revenue.
When to Call an Expert
Consider hiring a content strategist or platform specialist when you’ve tried multiple platforms for three months without clear traction. Signs you need help include: consistently low engagement despite quality content, inability to grow beyond your immediate network, or spending more than 10 hours weekly on content without proportional results.
A LinkedIn consultant costs $500-2000 monthly but can optimize your profile, content strategy, and outreach. Medium publication editors often work for equity or revenue share. Substack growth experts typically charge $1000-3000 for initial setup and strategy.
Copy-Paste Prompt for AI Help
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I’m a B2B thought leader in [YOUR INDUSTRY] trying to choose between LinkedIn newsletters, Medium, and Substack for building my audience in 2025. My target audience is [DESCRIBE YOUR IDEAL READER]. I can realistically publish [FREQUENCY] and want to [PRIMARY GOAL: build authority/generate leads/earn revenue]. I have [SIZE] existing network on [CURRENT PLATFORMS]. My content typically covers [MAIN TOPICS]. Which platform would best suit my goals and constraints? Please provide specific reasons and a 30-day action plan for getting started.
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Remember, the best platform for B2B thought leadership isn’t necessarily the most popular one. It’s the one where your specific audience actively seeks the type of insights you provide. Start with one platform, master its unique features, then expand only after you’ve built a sustainable content system.