Creating sponsored content posts that earn engagementTips from LinkedIn’s top performing posts in EMEAJanuary-March 2016

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

MethodologyThese sponsored content posts targeted an audience in the EMEA region, served at least 25,000 impressions, and are ranked by engagement rate.

Engagement rate includes clicks + social actions.

4

Key takeaways – A cheat sheet1. Show, don’t tell. Great storytellers

paint a picture in the mind of a reader.

2. Use social language. Write in the first person and address your audience directly, just as you would in a conversation with a friend or business partner.

3. “Influencers” aren’t just a marketing buzzword. Any socially-active subject matter expert can be leveraged and promoted to demonstrate a brands’ position on

an issue, or level of expertise within an industry.

4. People like to learn from others. Case studies don’t have to be lengthy. Or boring.

5. Make sure that your content is written for the audience that you are targeting. It sounds simple but is often a missed element of a LinkedIn campaign.

5

Tip #1: show, don’t tellWhether it’s Jaguar Land Rover creating a leasing plan for Uber drivers,

or Audi touting their “virtual cockpit,” these brands demonstrate a spirit of innovation rather than just talking about it.

6

Tip #2: use social language

Remember that you are promoting your content on a social platform. Tailor the copy to the audience, whether that means using “you” language, asking questions, or using industry-specific language.

7

Tip #3: find your own influencers When you have your own Influencer, leverage them! Political and

business leaders are increasingly active on professional social platforms, and LinkedIn is the perfect place for policy and business to

collide.

8

Tip #4: find case studies outside your ownLet your audience learn from the successes (and challenges) of others. In this case, Bpifrance shares quick, easy-to-read snippets of success

from 30 companies.

9

Tip #5: help your audience be successful It’s no surprise, but anything that helps professionals achieve their

goals is bound to be well-received on LinkedIn, especially when those goals are financial. This content can also be targeted to the banking

industry using LinkedIn’s first-party data, ensuring the highest level of relevancy.

Education

Tip #1: repurpose great content from other sources

Most universities’ professors give interviews, write on their own websites or blogs, or contribute to peer-reviewed papers and journals.

This is all great content that can be shared to show prospects, students and alumni the expertise within a school

11

12

Tip #2: inspire through videoYouTube plays natively in the LinkedIn feed, allowing companies the opportunity to tell their story without having to make their audience

leave the environment in which they are already engaged

13

Tip #3: spur action using data and insightsYou can engage an audience without using list-based headlines or asking “did you know”… this offer from IMF Business School lets

prospects know what’s in it for them if they pursue this very specialised programme

14

Technology

15

Tip #1: “B2B” & “Lifestyle” are not mutually exclusive

A highlight reel from your big events can get people excited for future events, and show your prospects what your brand is all about

16

Tip #2: Simple is better than complex Nanorep’s clear title “Build Your 2016 Customer Experience Strategy” helps this post stand out in the mobile feed, where a longer description

gets eliminated.

17

Whether the topic is coding or financial theory, helping LinkedIn members understand the basic elements and make the most of the insights is always a great angle to take. This coding cheat sheet from

ZeroTurnaround is a perfect example.

Tip #3: simplicity also works for the context of a topic, not just the copy of the post

18

Financial Services

19

Tip #1: pay attention to trendsFintech, or financial services technology, is a big topic in an industry

that is as prime for disruption as travel or transportation. Deloitte capitalizes on this trending topic with a nice visualization and

localization for a specific country.

20

When it comes to catching a members’ attention in the LinkedIn feed, a great, contextual image works just as well as it does on Instagram,

Pinterest, Twitter, etc.

Tip #2: images, images, images

21

In fact, it can be a useful tool for communicating a lot of data in a short amount of space. Both of these examples do a great job of generating interest in, and conversation around, complex global business issues.

Tip #3: the infographic is not dead

22

Retail/consumer goods

23

Tip #1: go behind the scenesEveryone loves an exclusive. An insider look at your company, your offices, your fashion shows, or your business decisions can generate interest from within your own industry but also from your customers

and prospects.

24

According to marketing services company Regalix, LinkedIn is used for product launches by 81% of B2B marketers. Wine and spirits company Diageo created a vibrant, exciting post to announce a new Guinness

product, appealing to the consumer side of the working world.

Tip #2: professionals are consumers, too

25

If you want to demonstrate that your brand cares about something, enlist the help of the employees actually supporting the initiative. Personal voices stand out more on social media, and this post by

Unilever promoting an article by an employee is a nice mix of brand and employee messaging.

Tip #3: corporate social responsibility is more than just policy

©2016 LinkedIn Corporation. All Rights Reserved.