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LinkedIn Top Sponsored Updates (Q3 2014)

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The top 5 sponsored updates in North America (by click-through rate) with commentary on why they got great engagement. Designed to help social media and content marketers learn best practices and apply them to their own efforts on LinkedIn Corporation.

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LinkedIn Top Sponsored Updates (Q3 2014)

  1. 1. Top Performing Sponsored Updates North America Quarter in Review – Q3, 2014
  2. 2. Overview Content Marketing on LinkedIn provides marketers with the data that enables them to improve results with each post. Through analyzing your Sponsored Updates you will be able to glean insights, refine your approach, and increase engagement over time. To help, we’ve created this quarterly review highlighting the top performing Sponsored Updates and our thoughts on why they did well. The sky is the limit. We’re excited to see you raise the bar! - LinkedIn Marketing Solutions • Best in class marketers are seeing Engagement Rates higher than 1% with their Sponsored Updates • Are you ready to take your content to the next level?
  3. 3. HEADLINES MATTER Top Performing Sponsored Updates Numbered lists make content easier to consume Strong language creates a sense of urgency
  4. 4. ASK QUESTIONS TO ENGAGE THE READER Top Performing Sponsored Updates Start with a question or quote to hook your reader Make sure the image is relevant and adds to the tone of the post
  5. 5. OPTIMIZE FOR MOBILE Top Performing Sponsored Updates Eliminate the intro copy, or keep it fewer than 150 characters Use link posts to optimize mobile clicks (make sure the landing page is responsively designed)
  6. 6. SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING Top Performing Sponsored Updates Call out your target audience directly in the copy Ask questions and use “you” directly to your target audience
  7. 7. INSPIRE THROUGH STORYTELLING Top Performing Sponsored Updates Rich media image commands attention in the news feed Use first-person language and include a clear call-to-action
  8. 8. 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  Inspiring  Brands from all sizes & industries - Finance to Tech to Personal Care are producing high performing content. Professionals are consumers, too
  9. 9. Content Best Practices  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
  10. 10. Additional Resources  LinkedIn’s Content Marketing Site  LinkedIn Marketing Solutions Blog  LinkedIn Marketing Solutions SlideShare Channel  LinkedIn’s Content Marketing Score & Trending Content Tools Top Performing Sponsored Updates North America Quarter in Review – Q3, 2014
  11. 11. ©2014 LinkedIn Corporation. All Rights Reserved. 11