LinkedIn Sponsored content best practices fall 2017
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The document provides best practices for content marketing, including mapping content to different stages of the buyer's journey or sales funnel. It recommends using different types of content like infographics, blog posts, case studies and webinars depending on whether an audience is at the awareness, interest, favorability, or action stage. It also provides tips for optimizing sponsored content on social media, such as refreshing creative frequently, testing different variations, and personalizing messages for specific audiences. Finally, it discusses best practices for content in the social media feed, such as offering value to members, keeping introductions short, using compelling images, maintaining a consistent brand identity, and designing content with mobile in mind.
LinkedIn Sponsored content best practices fall 2017
- 2. FUNNEL STAGE ENGAGEMENT LEVEL CONTENT + MESSAGING TYPES Awareness ➤ Less engaged ➤ • INFOGRAPHICS • BLOG POSTS • INDUSTRY TRENDS • INFLUENCER CONTENT • BEHIND THE SCENES • EXCLUSIVE CONTENT Interest ➤ More engaged ➤ • BEST PRACTICE GUIDES • CASE STUDIES • PRODUCT REVIEWS • ANALYST REPORTS • WEBINARS • BLOG POSTS Favourability ➤ Most engaged ➤ • WHITE PAPERS • RESEARCH BRIEFS • PRODUCT DEMOS, TRIALS • ANALYST REPORTS • EVENTS • PRODUCT REVIEWS, COMPARISONS Action ➤ Acquire ➤ • NEWSLETTERS • RECOMMENDATIONS • CASE STUDIES • PRODUCT NEWS • PRODUCT TUTORIALS Map content and messaging to the funnel Leverage these messaging types to pair with your objectives
- 3. • Sponsored Content frequency caps prevent audience fatigue • Your target user will only see the same Sponsored Update once every 48 hours • Your target user can see up to four unique Sponsored Updates every 48 hours To ensure you achieve your maximum visibility you should sponsor four updates into all of your campaign targets Maximize frequency and increase engagement Run 4 updates simultaneously Audience A Audience B Audience C Audience D
- 4. Making 4 variations of content can be easy Less content, more testing Intro copy A Image Intro copy B Image Intro copy Image A Intro copy Image B
- 5. • Launch content “waves” of four posts and switch off as performance peaks • Our system generally determines content relevancy at 5K-15K impressions • Determine top performers within each wave and then run them together • Keep in mind - Different content has a different shelf life • Topical posts (news piece, events, webinars, etc.) usually peak in performance 1-4 weeks • Evergreen content (career advice, productivity tips, etc.) can maintain performance for 4-10 weeks SMBOwnersTarget Refresh creative frequently for best performance Less content, more testing
- 7. Mindset Divide Different mindsets mean different content priorities Business / company / finance news Technology Local, national, world news and current events Education Personal finance and investments PERSONAL CONTENT PROFESSIONAL CONTENT Spend Time Invest Time Entertainment / TV Food & Dining Travel & holidays Sports Health and Fitness
- 8. First & Foremost: Offer Value! Give members a reason to engage with your brand Give your audience a reason to want to engage with your content – why should they care? • Help members stay current on the problems facing them today • Offer professional development and inspiration • Offer leadership and ways to make members more productive & successful • Share industry trends • Produce peer research/ideas
- 9. 9 156% CTR Lift Keep it short & always include a strong CTA Keep your into copy under 140 character to avoid truncation
- 10. Invest in great imagery Custom images generate higher engagement Images of professionals over Objects +160%CTR Images of professionals over Objects +160%CTR
- 11. Use a consistent brand identity Pattern recognition is how brands drive recall • CUSTOM IMAGES GENERATE HIGHER ENGAGEMENT
- 12. 38% CTR* lift Personalize the message to your audience Create specific variations for each audience
- 13. Think Mobile First Over 70% of our traffic comes from mobile Desktop View Mobile View
Editor's Notes
- #14: Content included eye-catching images, but copy can be too small to render properly on the mobile platform. To avoid this include some of the copy in the teaser text or limit the amount of copy in the teaser text