Why I ditched SEO for my local newsletter

I started a local newsletter earlier this year.

It’s about things to do in Leinster, Ireland.

I’m from Leinster, so I know the area well. But I wanted to use AI to iterate on this project faster.

Online newsletters are one of my favorite business models.

People spend a lot of time reading email, and you don’t have to worry about algorithms.

Setting Up the Newsletter

My local newsletter is called leinsterinsider.ie. Each edition contains photographs I’ve taken from my days out in Leinster, roundups of things to do, plus the latest news and events.

I write some content myself, but also use AI to iterate and improve. I built it with Ghost because I like how easy it is to use. I’ve found examples of other local newsletters built on Ghost, too.

I’ve experimented with other newsletter tools over the years, including Substack and ConvertKit. For this project, Ghost made sense because it’s affordable and good for both newsletters and web publishing.

Growing Subscribers

Once I set up the newsletter, I had two jobs: create content and get subscribers.

In the past, I published SEO-optimized articles to get subs. But SEO rules have changed and you can’t rely on Google traffic anymore. So I went a different route.

I used Facebook lead generation ads with a budget of $5–10 per day. Not enough to break the bank, but enough to get things going.

I let Facebook handle all the targeting and sourcing. I just wrote compelling copy and sourced creative images. For example, I used a beautiful photograph of Glendalough in County Wicklow with copy like “Need something to do this weekend?” and offered a weekly guide to fun things around Leinster.

I started with $5 per day. Once I could get subscribers for less than a dollar, I slowly increased my ad spend.

To get leads from Facebook to Ghost automatically, I used Zapier. When someone opts in on my ads, Zapier sends them to Ghost as a new email subscriber.
It didn’t take long to work. I started getting email notifications several times a day about new subscribers. At the time of recording, I have 1,151 members.

Creating Content and Monetizing

Once I had a thousand subscribers, I started writing and sending posts. Some I wrote myself, others I used AI to help with.

I started featuring local businesses in a business directory that sits alongside the newsletter.

I also softly pitch some of my services. I can help businesses rank higher in Google since I have SEO experience. I created a basic services page that explains what I can offer businesses in Leinster.

Next, I’m planning tiers. The newsletter is free to read, but I’m creating Leinster Insider Plus for $5 per month. Subscribers will get weekend itinerary packs, hidden gems filtered by county, and new guides.

Once I get 5–10 people into this offer, I can change pricing and iterate. This is why I picked Ghost - it’s great for publishing newsletters and creating premium content.

Using AI for Content Creation

I created a dedicated Claude project for the Leinster Insider with a detailed prompt. I explained Claude should create comprehensive guides about things to do in specific towns e.g. hikes, familiy events etc.

The prompt included structure requirements: at least 1,200 words, key attractions, events calendar, family activities, local businesses showcase. I provided guidelines about writing style, working links, headlines, and repurposing for social media.

It took a few iterations to get the prompt right. I recommend uploading example articles to demonstrate exactly what you need to Claude.

For a roundup of things to do in Westmeath, I fact-checked Claude’s output myself since I’m familiar with the area. I rewrote parts based on my knowledge and used a virtual assistant to check broken links.

Once I got a version I was happy with, I uploaded it to Ghost with photographs I took while out and about.

My current publishing schedule is once a week, but with over a thousand subscribers, I’ll likely increase it to twice a week.

I have an entire content strategy mapped out for the next three months. I intend to work on this with Claude’s help, a virtual assistant, and my knowledge of counties in Leinster.

It’s easy to set up and run a local newsletter if you know the area well, have some money for Facebook ads, and pick the right newsletter tool. Local newsletters are harder to reverse engineer, too.

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If you want help growing a profitable newsletter, I’ve opened the doors on the Newsletter Operator bundle. Details here.