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Creating Sponsored Content Posts That Earn Engagement

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Promoting content on a social platform does not have to be complicated. These 5 examples of top-performing sponsored content posts provide tips you can use to earn engagement in the news feed of a busy (and aspirational) audience.

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Creating Sponsored Content Posts That Earn Engagement

  1. 1. Creating Sponsored Content Posts That Earn Engagement Tips from LinkedIn’s top performing posts in NAMER July – September 2016
  2. 2. 2 “What are the best practices for promoting content on LinkedIn?” A search for “LinkedIn content best practices” returns over 40 million results on Google. Promoting content on a social platform does not have to be that complicated. These 5 examples of top-performing sponsored content posts provide tips you can use to earn engagement in the news feed of a busy (and aspirational) audience.
  3. 3. 3 Methodology The following sponsored content posts: • Targeted an audience in the NAMER region • Served at least 25K impressions • Achieved a top engagement rate (NOTE: engagement rate includes clicks + social actions) The top posts are broken out across the following categories: • Overall • Education • Technology • Medical/Healthcare
  4. 4. 4 5 Key Takeaways 1. Video is becoming a popular content format, including on LinkedIn. YouTube, Vimeo, and SlideShare videos all play natively within the LinkedIn newsfeed, which allows you to tell your story and engage your audience. 2. Case studies or third party reports are a great way to establish your company as a leader in your space. Highlight the positive impact your service has had on your clients’ business. 3. Interactive content, like quizzes, are a fun way to engage your audience. Leverage this type of content to drive awareness and engagement. 4. Show and tell. Leverage photo or video posts to show your audience your product, in addition to highlighting key features. 5. Leveraging stats in your posts is a great way to grab the attention of your audience.
  5. 5. Tip #1: Leverage video to engage your audience 5 Video is a great way to tell your story, showcase your product, and highlight success stories. Because Vimeo, YouTube, and SlideShare videos all play natively within the LinkedIn feed, the user experience is seamless. Here, Boeing uses video to showcase their new Dreamliner and AIG shows how to use new technology to survey locations for insurance purposes.
  6. 6. 6 Tip #2: If you have third-party support, use it If content is being created about your company (and not necessarily by your company), use it. Here, GiveCampus sponsors an article from the Washington Post that highlights how universities have leveraged GiveCampus to raise money while Autotask leverages a Gartner report to support their product.
  7. 7. 7 Tip #3: B2B content doesn’t have to be boring Incorporating interactive and fun content, like quizzes, can be a great starting point for your audience to engage with your content. It’s also a nice compliment to your repertoire of e-books and white papers.
  8. 8. Tip #4: Show and tell 8 Leveraging the larger format photo posts will allow you to show your audience what your product offers. Highlight key features in the copy.
  9. 9. Tip #5: Stats get attention 9 Consider using powerful statistics in your posts to gain attention and engagement with your posts
  10. 10. Education
  11. 11. 11 Tip #1: Discuss what matters to your audience Approach your content as a reader – what would you find valuable, what sparks your interest, what do you enjoy reading? Kellogg School of Management does a great job addressing leadership. Here, they discuss key ways to lead a high- impact team
  12. 12. Tip #2: Address Change The way people learn has changed over time and is continuing to evolve. How does your school/business address this changing ecosystem? Here, Pluralsight offers their expertise through a downloadable guide. 12
  13. 13. Tip #3: Use real people Showcasing your alumni and their successes is a great way to inspire new/potential candidates. Be sure to use pictures of real alumni to emphasize the authenticity of the story. 13
  14. 14. 14 Technology
  15. 15. 15 Asking a question is a great option to engage your audience – it implies the start of a conversation. Here, Aha! Labs poses a broad question, which encourages the reader to move farther down the post. Tip #1: Ask a question
  16. 16. 16 Tip #2: Show what your product/service can do Leveraging video allows the viewer to see the benefit of using your product or service. Here, TaskEasy understands the busy lives of professionals and shows how an unruly front yard can transform into a groomed lawn through their service.
  17. 17. 17 Tip #3: Leverage third party validation Leveraging third party research reports, such as Gartner, is a great way to showcase your company as a leader in your space. Just be sure to use reports that are as recent as possible.
  18. 18. 18 Medical/Healthcare
  19. 19. 19 Tip #1: Show the product Showing your product isn’t just a good idea for tech companies. The complex medical field also benefits from showing what your product does. Highlight the technical advances of your company through visuals.
  20. 20. 20 Just because you’re in the medical/scientific field doesn’t mean everything published has to be chock-full of jargon. Leveraging lighter-weight content like quizzes will bring a human element to your content. Tip #2: Relate to your audience
  21. 21. 21 Your content doesn’t always have to be about you. Here, Healthgrades shares an Atlantic article about a budding relationship between ride-hailing services and hospitals. The article doesn’t mention Healthgrades, but as a company that provides information to consumers on healthcare providers, this is a great article to share in order to build trust and reliability. Tip #3: Be helpful
  22. 22. ©2016 LinkedIn Corporation. All Rights Reserved.

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