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

1. Top Performing Sponsored Updates
North America
Quarter in Review – Q2, 2014

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. Be Valuable: Help Professionals Get Ahead
Numbered lists make content easier to
consume
Start with a question or quote
to hook your reader
Ensure images are relevant to
the copy
Top Performing Sponsored Updates

4. Highlight Industry Thought Leadership
Clear call to action driving users to a lead
capture form & high-quality content
Top Performing Sponsored Updates
Include images to help posts
standout in the newsfeed

5. Create intrigue to pull in the reader
Top Performing Sponsored Updates
Be a Problem Solver
Keep text short & sweet!
(Less than 150 characters)

6. Keep only the link headline & description to
maximize click conversion on mobile devices
Top Performing Sponsored Updates
Keep It Clean For Mobile
Ask questions and use “you” directly
to your target audience

7. Top Performing Sponsored Updates
Tell Your Story Visually
Infographics perform well on LinkedIn
Maintains relevancy to professional
context through using relevant
imagery such as office buildings

8. Key Takeaways
 The top posts demonstrate high
relevancy in a professional or
aspirational context
 Successful posts provide clear
value oriented to helping
professionals be more productive
and successful:
 Advice
 Education
 Interesting Facts
 Brands from all sizes &
industries - Finance to Tech to
Personal Care are producing high
performing content

9. Content Best Practices
 Copywriting Tips:
 Open with questions
 Use “You” to speak to your audience
 Numbered list
 Direct users with clear call-to-actions
 Keep posts 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. Additional Resources
 LinkedIn’s Content Marketing Site
 LinkedIn Marketing Solutions Blog
 LinkedIn Marketing Solution’s SlideShare Channel
 LinkedIn’s Content Marketing Score & Trending Content Tools
Top Performing Sponsored Updates
North America
Quarter in Review – Q2, 2014

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