Substack's Organic Reach: A 2023 Revelation

Substack, once known as a platform where writers with existing audiences migrated, has evolved to offer organic reach for new content creators. This article explores a recent experiment that proves Substack’s potential for writers looking to build a following organically.

• The author, who already had an established email list, decided to test Substack’s organic reach without bringing in traffic from other platforms.
• The experiment involved repurposing existing content from their existing newsletter and website, publishing on Substack, and engaging in the platform’s social network, Notes.
• The author found that Substack’s features, including recommendations, Notes, and cross-posting, amplified their reach significantly.

Repurposing Content for Substack Growth

Repurposing existing content is a key strategy to boost Substack growth without spending hours on new content creation. Here’s a breakdown of the experiment’s repurposing strategy:

• Creating a Substack newsletter with the same topics and target audience as their existing newsletter.
• Sending every newsletter issue to both the Substack list and their existing email list.
• Republishing past articles and newsletter issues on Substack to double the output and speed up growth.
• Reusing ideas from the articles daily in short posts on Notes, Substack’s social network.

Engagement on Notes: The Unrepurposable Tactic

While most content can be repurposed, engagement on Substack’s Notes feed requires dedicated time. This is the only tactic in the experiment that couldn’t be automated.

• The author committed 15–30 minutes daily to networking on Notes, engaging with posts that piqued their interest.
• They focused on leaving helpful comments that added to the conversation, rather than generic replies.
• The author believes that thoughtful engagement on Notes is crucial for building connections with other Substack creators and expanding reach.

Leveraging Guest Posting for Substack Growth

Guest posting on Substack publications can be a powerful tool for gaining new subscribers, but requires a more significant time investment. Here’s the author’s approach to guest posting:

• Building relationships with Substack writers through Notes and direct messages.
• Identifying publications aligned with their niche and pitching article ideas that resonate with the publication’s audience.
• Investing the same level of effort and quality in their guest posts as they do in their own work.

Substack: A Return to Organic Audience Growth

The experiment yielded remarkable results: the author gained nearly four new subscribers per day solely through organic reach on Substack. This organic growth is significantly higher than what they experienced on other platforms.

• Substack has allowed the author to experience the same organic growth they witnessed in the early days of blogging, where content naturally ranked on Google and brought in new traffic.
• The author attributes this success to the platform's emphasis on organic reach and its user-friendly social network, Notes.
• The author believes that Substack’s current honeymoon period, with high organic reach and low competition, presents a golden opportunity for writers to build a following.

Key Takeaways for Substack Success

Based on the author’s experiment, here are key strategies for success on Substack:

• Start a Substack newsletter with a clearly defined audience and benefit, making sure readers have a compelling reason to follow you.
• Publish consistently, aiming for one to two newsletters per week, to maximize visibility and engagement.
• Be authentic in your writing, sharing personal stories and expertise to connect with your audience.
• Develop a unique angle or perspective that sets your content apart from other Substack publications.
• Invest in active promotion on Substack, engaging with other creators on Notes, leaving thoughtful comments, and seeking collaborative opportunities.

Substack vs. Other Platforms: When to Make the Switch

The author advises against jumping to new platforms solely based on hype or promises of rapid growth. They believe that focusing on one platform and building momentum is crucial for long-term success.

• If you’re satisfied with your current platform’s growth, there’s no need to switch.
• However, if you’re a beginner or have a small following that’s not growing quickly, Substack offers a promising opportunity for organic reach.
• Test Substack for 1–3 months to see if it delivers the results you’re seeking before making any major changes.