LinkedIn Gallery of Top Sponsored Content
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The document provides examples of top performing posts on LinkedIn and tips for creating engaging content. It analyzed posts that received over 25,000 impressions and had engagement rates higher than benchmarks. Examples are shown from various industries including technology, financial services, and education. Each example highlights aspects that made the post effective such as compelling headlines, relevant imagery, and clear calls to action. The document concludes with three tips for creating trending content, showing value through the content instead of just describing it, and inspiring the audience.
LinkedIn Gallery of Top Sponsored Content
- 1. GALLERY TOP SPONSORED CONTENT A GLOBAL COLLECTION OF THE MOST ENGAGING POSTS of
- 2. Methodology How we found these top performers ALL VERTICALS The sponsoring advertiser must be categorized into a vertical according to LinkedIn company page data TARGET AUDIENCE Posts targeted to audiences throughout North America were eligible IMPRESSIONS Only posts serving more than 25,000 impressions were reviewed ENGAGEMENT RATE Posts earning a higher-than- benchmark engagement rate were considered
- 4. • Clearly identifies an intended audience in both the intro copy and the headline • Promises to deliver on a specific pain point • Use simple but strong imagery and poses a question as a hook Use a question as a hookTip TOP PERFORMERS ALL VERTICALS
- 5. • Speaks to a very common problem job candidates face • Uses unexpected, highly-compelling imagery to draw the audience in • Omits needless words Unexpected imagery makes the audience look twiceTip TOP PERFORMERS ALL VERTICALS
- 6. • A simple infographic illustrates the point • The call-to-action is clear, using just arrows and a shortened URL • The post was well- timed, being promoted in the beginning of the year to outline the vision for 2017 Share your vision and point-of-view on trendsTip TOP PERFORMERS ALL VERTICALS
- 7. • Supplements the brand’s owned media efforts by mixing in strong earned media coverage • Leads with a compelling quote • Takes a contrarian approach to the topic Extend the life of earned media coverageTip TOP PERFORMERS ALL VERTICALS
- 8. • Showcases the conflict within the story • Includes a concise, compelling headline Tell the audience a storyTip TOP PERFORMERS ALL VERTICALS
- 9. • Clearly identifies a specific persona with both the intro copy and the creative imagery • Implies a comradery with that audience Show them you’re on their sideTip TOP PERFORMERS ALL VERTICALS
- 10. • Nyenrode understands that even gainfully-employed professionals want to manage their careers • Uses campus photography, not stock • The copy addresses communications professionals specifically, making it feel targeted and relevant Appeal to aspirationTip TOP PERFORMERS ALL VERTICALS
- 12. • Promises to deliver a candid reflection on the author’s career journey • Aligns well with the LinkedIn member mindset, which is all about productivity and success • Leads with a powerful quote Never underestimate the power of candorTip TOP PERFORMERS TECHNOLOGY
- 13. • Includes high-quality photography to draw the audience in • Clear, concise headline • Creates a sense of urgency by connecting the topic to business performance Create a sense of urgencyTip TOP PERFORMERS TECHNOLOGY
- 14. • Aligns the content with the audience mindset as they look ahead to the coming year • Reiterates the value proposition in both the copy and the imagery Take a stand on timely trendsTip TOP PERFORMERS TECHNOLOGY
- 15. • If your content is simple and clear, then your promotional copy can be, too • There is no mention of a product, it is simply a helpful blog post that aligns to the context of a companies’ product Simple is better than complexTip TOP PERFORMERS TECHNOLOGY
- 16. • Clearly identifies the target audience and promises to solve one of their most pressing challenges • Uses imagery to preview the depth of the content Showcase the depth of your offerTip TOP PERFORMERS TECHNOLOGY
- 17. • Mix timely and evergreen content: this post was promoted during the Mobile World Congress event in Barcelona • Brings a vague topic into everyday business context Boost event content with relevant contentTip TOP PERFORMERS TECHNOLOGY
- 18. • Creates a sense of urgency by posing a challenging question • Uses a simple but creative combination of imagery and text to engage the audience Appeal to competitive instinctsTip TOP PERFORMERS TECHNOLOGY
- 20. • Leads with the intended audience for the content • Creates differentiation by going deep on a niche topic Solve a specific problem for a specific personaTip TOP PERFORMERS FINANCIAL SERVICES
- 21. • Bucks the traditional case study format by making it about the customer, not the brand • Uses clean, engaging photography and concise copy Make the most of your customers’ storiesTip TOP PERFORMERS FINANCIAL SERVICES
- 22. • Pulls the audience in with unexpected, powerful photography • Capitalizes on a top-of- mind issue Capitalize on powerful photographyTip TOP PERFORMERS FINANCIAL SERVICES
- 23. • Checklists, comparisons and reviews are all easy ways to demonstrate value and help your audience engage down a decision journey Compare and ContrastTip TOP PERFORMERS FINANCIAL SERVICES
- 24. • Argues for an overlooked issue and promises a solution • Uses simple but impactful, mobile-friendly combinations of imagery and text Be contrarianTip TOP PERFORMERS FINANCIAL SERVICES
- 25. • In the dialogue of “man versus machine,” Carmignac has a clear stance on who will win in the long run • The call to action is clear and inviting – “discover the film” Take a sideTip TOP PERFORMERS FINANCIAL SERVICES
- 26. • Includes simple but powerful photography • Plays back the audience’s question in the headline • Promises a solution via concise copy Use the audience’s own wordsTip TOP PERFORMERS FINANCIAL SERVICES
- 28. • Challenge the audience’s knowledge with a quiz tailored to a specific persona • Uses industry-specific imagery to increase the resonance of the message • Leads with a clear, concise question Challenge the audience’s knowledgeTip TOP PERFORMERS EDUCATION
- 29. • Leads with an evidence- based appeal in the copy • Uses both imagery and copy to make the content resonate with a specific intended audience Use the power of researchTip TOP PERFORMERS EDUCATION
- 30. • Oxford Said Business School found a willing audience for its programme with Goldman Sachs, not surprisingly since LinkedIn’s purpose is to connect talent to opportunity Help talent find opportunityTip TOP PERFORMERS EDUCATION
- 31. • Speaks to a highly specific audience and offers a specific, timely offer • Uses copy as a form of targeting Match a specific audience with a specific offerTip TOP PERFORMERS EDUCATION
- 32. • Reiterates the offer in both the intro copy and imagery • Makes the content actionable with a one-word call to action: download Reiterate the value in both copy and imageryTip TOP PERFORMERS EDUCATION
- 33. 3 KEY TIPS BE THE TREND Make your content newsworthy SHOW, DON’T TELL Instead of telling your audience “we add value,” try actually delivering a little bit of value into their news feed INSPIRE LinkedIn is an aspirational place to be, whether members are trying to grow their business or achieve personal goals
- 34. Ready to get your best work seen by the audience that matters most to your business? Get started with your first campaign today. Create Ad