Turn Substack into Your Earned-Media Edge in the LLM Era

Presented by the Center for AI Strategy

How to turn Substack into your earned-media advantage in the AI age

Substack is more than a publishing platform. It's an earned-media engine that LLMs can see and trust. As models crawl open, high-engagement sources, credible newsletters with active commentary become authority signals. Reports indicate Substack now has more than 5M paid subscriptions and total reach in the tens of millions-proof that PR and comms teams who ignore it will get left behind.

We gathered practical insights from Michael Lamp, Chief Digital Officer at Hunter and Advisor to the Center for AI Strategy, on how to identify, pitch, and partner with the right newsletters-and turn that coverage into durable visibility with humans and AI.

Why Substack belongs in your AI plan

• Open by default: content is indexable and seeable by LLMs.
• High-signal audiences: real comment threads, real replies, real time-on-page.
• Creator-driven journalism: coverage can move faster than traditional outlets.
• Early-mover advantage: being first (or early) in a niche still earns outsized attention.

Explore Substack to see how your category shows up right now.

Step 1: Map the coverage you want

Start with a simple landscape doc: who covers your topic, who their readers are, and what they consistently publish. Note whether they run pitched ideas, accept guest essays, or do brand partnerships. Even if they haven't yet, that's your opening to be first.

Ask for "above-the-line data" to calibrate your approach: What trends are hot this week? Who are the new voices? Which posts over-indexed and why? Those answers guide your pitch and your timing.

Lead with utility, not a commercial

Substack media relations is closer to Reddit than legacy PR. Don't spray and pray. Show up with something useful: data, access, fresh perspective, or a credible expert who can sharpen the writer's piece.

If you represent a food brand, offer test-kitchen access, unpublished insights, or a chef who can be on-call for quotes. Begin as a real reader. A short, genuine note about why you value their work-then follow up with specifics-still beats any boilerplate pitch.

Treat each newsletter like a micro-community

Listen first. Read the comments. Understand the running jokes, sensitivities, and recurring themes. Add value in the replies before you ask for coverage. This isn't performative. It's how you become part of the circle that shapes what gets written next.

Three paths to earned attention

• Targeted earned placement: Pitch a timely, specific angle that fits the writer's cadence and audience needs.
• Co-created pieces: Guest essays, AMAs, or serialized Q&As that add depth and consistency.
• Brand-owned Substack: Publish behind-the-scenes content that readers can't get elsewhere.

Two examples stand out. Rare Beauty launched on Substack with behind-the-scenes content before product hit shelves. The RealReal ran Fashion Week coverage in a Gossip Girl-style voice-original, on-brand, and impossible to copy. The formula: brand plus unique access that only your Substack gives readers.

Why Substack over Medium, Beehiiv, or LinkedIn newsletters?

Attention and momentum. Substack still has zeitgeist appeal, and that matters for discovery and credibility. It sits between traditional editorial and AI-native content, making it a strong bet for where influence will get indexed next.

A simple workflow you can run this quarter

• Build a watchlist: 30-50 relevant Substacks; tag by topic, audience, influence, and openness to pitches.
• Read deeply: Top 10 posts per target. Note recurring formats and hot-button topics.
• Assemble value assets: data cuts, expert spokespeople, access, and visuals.
• Draft three angles: one timely, one contrarian (but supported), one evergreen.
• Warm the relationship: thoughtful comment, share, or brief note as a reader-no ask yet.
• Send the pitch: one screen long, customized, with a clear why-now and what's-in-it-for-their-readers.
• Offer optionality: earned mention, guest post, or short Q&A-let them pick the path.
• Package distribution: prepped pull-quotes, art, and timelines that make publishing easier.
• Measure: referral traffic, email signups, search mentions, link quality, and downstream coverage.
• Expand: recurring contributions or a branded series once you see traction.

"Above-the-line" questions that earn replies

• What topics did your readers click hardest on last month?
• Which formats win: essays, data snapshots, interviews, or explainers?
• Who are the new voices in this niche that you rate?
• What would make a contributed piece genuinely useful for your audience?

Short pitch template

Subject: Quick idea for your readers on [specific topic your last post surfaced]

Hi [Name] - longtime reader here. Your piece on [specific post] surfaced [tension or gap]. We're seeing [1-2 sentence insight or data point] and can offer [expert, data, access].

Two options if helpful: (1) background + quotes for your piece next week, or (2) a 600-800 word guest essay with charts. Happy to send a tight outline in 24 hours. If not a fit, still a fan.

How to know it's working

• Writers reply faster. You get asked for second-source quotes.
• Readers engage: saved posts, thoughtful comments, and forwards.
• Your links get picked up by other newsletters and blogs.
• Your brand shows up more often in AI summaries and Q&A tools that cite public sources.

Common mistakes to avoid

• Generic pitches. If it could go to ten writers, it belongs to none.
• Leading with brand messaging instead of reader value.
• Ignoring comments-community signals are part of the coverage calculus.
• One-and-done outreach. Relationships compound; blasts burn bridges.

Make Substack a permanent channel

You don't need a giant team to win here. You need a clean map, real value, and consistent outreach. Start small, measure, then scale what works.

If you're upskilling your team for AI-aware comms, explore role-based training at Complete AI Training.