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Creating a Winning Content Strategy for Sponsored Updates

One of the great things about LinkedIn Sponsored Updates is that there’s always fresh data on what’s resonating with audiences and what’s not. Whether you’re new to Sponsored Updates or just looking for a quick refresher, you’ll come away from this session with the very latest insights—plus strategies you can put into practice right away.

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Creating a Winning Content Strategy for Sponsored Updates

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Presentation Transcript

  1. Creating a Winning Content Strategy for Sponsored Updates ©2013 LinkedIn Corporation. All Rights Reserved.

  2. Introductions Nicholas Maalouf Account Manager ​LinkedIn Amanda Green Content Campaign Strategist ​LinkedIn Caitlin Morrison Senior Ad Strategist ​LinkedIn

  3. Agenda Building Your Content Calendar • • • • Advertising with a Purpose Developing Messaging that Resonates Creating Best-in-Class Content 3

  4. The three key phases of content marketing 3. 1. Optimize Develop 2. Distribute

  5. Develop your content strategy 3. 1. Optimize Develop 2. Distribute

  6. Building Your Content Calendar 6

  7. Why build a content calendar? Plan your content resources • • • Provide visibility for internal teams Prevent a lapse in conversation with your audience • Measure trends in engagement and performance 7

  8. Sample calendar 8

  9. Distribute content through proper channels 3. 1. Optimize Develop 2. Distribute

  10. Advertising with a Purpose 10

  11. Does your advertising match your goals? Marketing Goals Lead Brand Awareness Generation 11

  12. Map every piece of content to your mission statement by asking four key questions Who is this for? Where are they in the buyer’s journey? How does this make them more productive and successful? How will we measure success?

  13. Examples of content for branding Thought Leadership Blog Post Rich Media/ Infographic

  14. Examples of content for lead generation Whitepaper Webinar Form Fill

  15. Optimize program for effectiveness 3. 1. Optimize Develop 2. Distribute

  16. Developing Messaging that Resonates 16

  17. Types of Sponsored Updates 17

  18. Anatomy of an effective post 18

  19. Strongest elements of a Sponsored Update Image - Select a compelling visual that’s descriptive and accurately reflects your content. • • Headline - Include a call to action, a snackable stat, or a thought-provoking message. • Teaser Text - Pique interest with an intriguing message to draw your audience in. Provide transparency and context. • Messaging - Use language that is relatable to your target demographic. 19

  20. Creating Best-in-Class Content 20

  21. Write copy that creates a “curiosity gap” ​Too vague, and nobody cares. Too specific, and nobody needs to click. ​- Peter Koechley, Cofounder, Upworthy 21

  22. Optimize for mobile 149 characters (150 cutoff) Link in the body Large Image Format 22

  23. Use concise, interactive copy to drive interest 23

  24. Best practices for content frequency LinkedIn members can see up to 4 unique posts from an advertiser in a 48-hour period • • It is important to run 4 creative variations in any live campaign to take full advantage of the distribution settings 24

  25. Effective A/B testing Ad variations can be represented through minor changes in copy or images • • It’s important to focus on one ad element when creating a set of ad variations 25

  26. Standard format Sponsored Updates 26

  27. Rich media/large image Sponsored Updates 27

  28. Relevancy Score Relevancy Score = Bid x Engagement (CTR) • 28

  29. LinkedIn performance benchmarks CTR: .30% • • EngagementRate: .40% 29

  30. Presentation recap Build a content calendar to plan resources, provide visibility and measure trends • • Align advertising with the proper distribution method and target audience • Leverage creative best practices to drive results 30

  31. Q&A

  32. Thank You

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