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Over the past year, we’ve seen companies take advantage of the unique opportunities Sponsored Updates provide to reach targeted professionals in the LinkedIn feed. As a result, we’ve also seen them knock performance metrics out of the park. Check out the top Sponsored Updates of 2014 along with tips for how to increase the engagement with your Sponsored Updates on LinkedIn. Get started with Sponsored Updates here: http://lnkd.in/sponsoredupdates
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Top Performing Sponsored Updates
North America
Year in Review – 2014
Overview
Marketers have generated amazing
engagement using LinkedIn
Sponsored Updates to distribute
content to the world’s largest
professional network.
Here are the top performing updates
within North America in 2014, followed
by some context on what made them
so successful.
- LinkedIn Marketing Solutions
• Best in class marketers are seeing Engagement Rates
higher than 2% with their Sponsored Updates
• Are you ready to take your content to the next level?
3Top Performing Sponsored Updates 2014
METHODOLOGY
The list ranks top posts by
engagement rate, which
measures clicks and social
actions (likes, comments,
shares) divided by the number of
impressions served
TOP PERFORMERS IN TECHNOLOGY
Top Performing Sponsored Updates 2014
Large-format, or rich
media, images command
attention in the news
feed.
Not all professionally-
relevant content has to
be serious. Mix it up with
some lighter posts.
TOP PERFORMERS IN TECHNOLOGY
Top Performing Sponsored Updates 2014
Industry trends, especially those
with a career impact, are one
way to share useful information
TOP PERFORMERS IN TECHNOLOGY
Top Performing Sponsored Updates 2014
Call out your target audience directly in the copy
A clear call-to-action drives a higher
CTR
TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Start with a question or quote to hook
your reader
Strong language creates a sense
of urgency
TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Use link posts to optimize mobile
clicks (make sure the landing page is
responsively designed)
TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Eliminate the intro copy, or keep it fewer
than 150 characters
TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates
TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Articles about general productivity
boosts are always helpful to a busy
professional audience
TOP PERFORMERS IN CONSUMER GOODS
Top Performing Sponsored Updates
Numbered lists make content easier to
consume
Strong language creates a
sense of urgency
TOP PERFORMERS IN ENERGY
Top Performing Sponsored Updates 2014
Strong language creates a
sense of urgency
Key Takeaways
Keep your copy short and sweet
unless you are teasing a longer
story
Successful posts provide clear
value oriented to helping
professionals be more productive
and successful:
Helpful
Informative
Entertaining
Brands from all sizes &
industries - Finance to Tech to
Personal Care are producing high
performing content. Professionals
are consumers, too
Copywriting Tips:
Try opening with a question
Directly address the audience you are
targeting
Lists are easy ways to get a message
across succinctly, but use them
sparingly
Direct users with clear call-to-actions
Keep intro copy under 150 characters
Edit & optimize titles and descriptions
Other Considerations:
Links & Rich Media perform best
Maximize relevancy with effective
targeting
Consider A/B Testing with Direct
Sponsored Content
Think mobile-first, where most of your
engagement will come from
Content Best Practices
Top Performing Sponsored Updates
North America
Year in Review – 2014
LinkedIn’s Content Marketing Site
LinkedIn Marketing Solutions Blog
LinkedIn Marketing Solutions SlideShare Channel
LinkedIn’s Content Marketing Score & Trending Content Tools
Additional Resources
©2014 LinkedIn Corporation. All Rights Reserved. 17
