I’ve been hearing a lot of buzz in the past few months about reading content on Substack, who the platform is for, how it works, and how you start a Substack.

It seems as though every newsletter I subscribe to, every LinkedIn-fluencer I follow, and every business owner I see on Instagram has either started a Substack, moved their newsletter to the platform, or is promoting new content through Substack.

I myself started using this channel back in the very beginning of 2024 as a tool to share my newsletter-style content, “Belle’s Book Club” with an archive for people to read past editions easily.

I’ve discovered a lot about the platform since I started on it, and I often get really great questions from brands, founders, creators, and entrepreneurs about how I use Substack. 

So today, I’m giving you my deep-dive into how Substack works, who it serves best, best practices, and (of course) how to start a Substack of your own. 

Substack Basics: What Is This Platform?

In short, Substack is a publishing platform that allows you to share written content, podcasts, and videos either for free or as a paid subscription. Think of it as a hybrid between a blog, an email newsletter service, and a membership website all rolled into one.

Substack was founded in 2017 so it’s not a brand new tool. But it’s been developing in popularity a lot in the past few years, and for good reason.

It’s reminiscent of Blogspot (for any other ‘bloggers’ of the early 2000s) and it has a big appeal to people seeking a place for longer-form content or as a free alternative to email newsletter tools.

How Substack Actually Works

Here’s the basic flow: You create your publication, write posts or share videos, and Substack automatically sends them via email to your subscribers. Your content also lives on your Substack page where people can discover it, read your archives, and subscribe.

I think it’s grown a lot in popularity because Substack handles all the technical stuff — the email delivery, the payment processing if you decide to create a paid channel, the subscription management. You just focus on creating content.

Another appealing feature? You can start completely free, build your audience, and then start charging for premium content whenever you’re ready. No complicated setup required.

Does Substack Replace Your Blog or Email Marketing? 

This is probably the question I get asked most, and I’m going to be really clear about this because it’s SUPER important.

Substack Does NOT Replace Your Blog

Your blog posts should still go on your website. That’s REALLY important.

Here’s why: Blogs are what help you get found on Google, help your other website pages rank, and help you build authority for your domain. When you publish content on Substack, you’re essentially building someone else’s domain authority instead of your own.

You don’t want to send your traffic to some other website (like Substack) that doesn’t help your website and SEO.

BUT I do think that Substack is a great place for different types of longer-form content that you don’t necessarily need (or want) on your blog/website:

• Your thoughts that don’t fit in an Instagram caption
• Behind-the-scenes content about your business journey
• Education around your solutions/services that will help people
• More personal-style writing or content that drives back to your website
• Industry commentary and hot takes
• Weekly roundups or curated content for your audience

So think of Substack as a complement to your blog, not a replacement. Your blog is for SEO-optimized, evergreen content that helps people find you. Your Substack is for building deeper relationships with the people who already know you.

Substack Is Not Traditional Email Marketing

This is another big misconception I see.

Traditional email marketing tools like Mailchimp, ConvertKit, or ActiveCampaign come with soooo many options. You can build signup forms and email funnels, have different automation tools working together, send out resources whenever someone subscribes, segment your audience in detailed ways, see comprehensive analytics, and more.

Substack doesn’t do that.

Substack shares your posts via email with your subscribers (and yes, you can filter between paid and free subscribers) and that’s pretty much it. You can see your open rate and views. You can get your content out to your readers. It’s that simple.

But it is NOT a replacement for a traditional email marketing tool.

For most of my clients, I would say Substack is best used as a ‘bank’ of their past newsletters, but they still need their email marketing tool for funnels, sales emails, welcome workflows, detailed analytics, selling products, and all that fun stuff.

However — if all you use your email marketing tool for is sharing a newsletter-style email each week (like this one!) then Substack is an amazing, free alternative and definitely worth utilizing.

Why Substack Is Hot Hot Hot

I have a few theories about this new Substack hype, and understanding these trends can help you decide if it’s right for your business.

Theory #1: Creators Are Hungry for Long-Form Content

I think creators LIKE the written word, and frankly, they’re getting tired of the constant pressure to create short-form video content.

Every other platform has really emphasized short-form content and video, so business owners and creatives are hungry for a place that embraces writing. 

Authors, consultants, copywriters, coaches, and founders are all people who are naturally drawn to writing and have valuable insights to share. Guess where they are heading? Substack.

Theory #2: It’s a Business Model in a Box

Substack is appealing as heck to business owners, especially smaller or personal brands who are seeking an easy way to structure their offerings.

I mean – Substack is practically a business model in a box.

You can start for free, build your audience, and then turn on paid subscriptions whenever you’re ready. No complicated payment processing, no membership site setup, no tech headaches.

That sounds VERY appealing to chefs, fitness coaches, interior designers, marketing experts, bookkeepers, children’s education specialists, and pretty much ANYONE who could offer value for free and then create a paid level for their solutions.

Theory #3: People Are Tired of Hustle Culture

My last theory is that smaller brands, freelancers, and contractor-style businesses are feeling tired of the rat race and the pressure to always be selling and marketing 24/7. Social media platforms have become so noisy and algorithm-dependent that it feels like you’re shouting into the void. 

Substack offers a different approach — one that focuses on community building, long-form content, meaningful conversations, and sharing ideas to nurture your brand and your own passion for what you do.

Start a Substack: A Step-by-Step Guide

Here’s exactly how to get started as an entrepreneur, creative, founder, or anyone who wants to explore this platform for sharing valuable content.

Step 1: Set Up Your Publication

1. Go to Substack.com and click “Start writing”
2. Choose your publication name (your URL: yourname.substack.com)
3. Add a description that explains what people can expect from your content
4. Upload a profile photo and header image that align with your brand

Pro tip: Your publication name doesn’t have to be your business name. Think about what your content will focus on and choose something memorable and branded. I chose ‘Belle’s Book Club’ even though I don’t exclusively talk about books.

Step 2: Plan Your Content Strategy

Before you start writing, think through:

• What’s the point? What perspective do you bring that others don’t?
• Who is your ideal reader? Be specific about who you’re writing for.
• How often will you publish? Consistency is key, but don’t overcommit.
• What will you cover? Having 3-5 main topics will keep your content focused.

Step 3: Write Your First Few Posts

I recommend having at least 3-4 posts ready before you start promoting your Substack. This gives new subscribers something to read and helps you establish your voice and style. Writing a few will also give you the creative space to firm up your format and topics.

Step 4: Design Your Publication

Substack’s design options are somewhat limited (which is actually a good thing — it keeps you focused on content rather than getting bogged down in design decisions). But you can:

• Choose your color scheme
• Add a custom header image
• Write an engaging About page
• Set up your social media links

Step 5: Start Building Your Subscriber List

This is where the real work begins. Here are some strategies that work:

• Cross-promote on your existing platforms: Share your Substack content on Instagram, LinkedIn, Twitter, etc.
• Add a signup form to your website: Create a simple opt-in on your existing website to drive interest in your longer-form content.
• Guest post or collaborate: Write for other Substacks or invite other writers to contribute to yours to generate new interest.
• Share valuable content consistently: The best way to grow is to consistently deliver value and share it wherever you can!
• Write and engage on your Substack notes: This is optional, but there is the option to write notes (similar to a thread or a tweet) on your Substack profile and engage with others on the platform.

Should You Start a Paid Substack?

The short answer: Not right away.

For some writers or creators with existing audiences, the paid membership content may be helpful right away. But for most, I think a big first step is to develop a committed free audience. Focus on delivering incredible value, and build a loyal reader base first. 

Although I don’t personally use a paid membership, most that I see charge between $3-15 dollars per month for exclusive, premium content.

What Makes a Successful Paid Substack:

• Exclusive content that’s genuinely valuable: Think detailed tutorials, industry insights, personal coaching, real examples, or premium resources.
• A loyal free audience: People who are already highly engaged with your free content will be more likely to want to pay a small monthly subscription.
• Consistent publishing schedule: Paid subscribers expect regular, reliable content delivered to their inbox.
• Clear value proposition: Subscribers should know exactly what they’re paying for – whether that’s an exact deliverable or a specific point of view (or both!)

Is Substack Right For You?

Just like any marketing or content channel, Substack isn’t for everyone and that’s totally okay. This channel is really built for personal voices, unique insights, and original, long-form content.

If you’re an educator, writer, content creator, coach, consultant, founder, professional, or anyone else who uses a personal brand, and you’re seeking a space for sharing your voice and insights, Substack could be a great resource.

If you’re seeking a space for a paid membership model as someone with an existing audience, Substack is a solid option.

But if you want to replace your blog or email tool, copy and paste content from your other channels, make money quickly, or use a ghostwriter just to get your name out there, this is not the platform for you.

Let’s Start a Substack… Or Not?

Whether you choose to start a Substack or not, it’s a fascinating platform for reading, joining conversations, and slowing down with some longer-form content. I’ve really enjoyed my journey into the Substack space as both a reader and a writer.

The key has definitely been to approach it with a long-term mindset, to understand how it serves my business, and to know the value I’m sharing with my readers. You can check out my Substack here to see an example of how I use it as a website designer and copywriter.

And hey, if you’re looking for more support scaling your service-based business with website design, copywriting, or creating clarity in your brand, reach out to chat about working together!