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Live Webinar: 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.

Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Updates that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.

See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.

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Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

  1. 1. Creating a Winning Content Strategy for Sponsored Updates ©2013 LinkedIn Corporation. All Rights Reserved.
  2. 2. Introductions Amanda Green Content Campaign Strategist ​LinkedIn Caitlin Morrison Senior Ad Strategist ​LinkedIn Nicholas Maalouf Account Manager ​LinkedIn
  3. 3. 3 Agenda • Building Your Content Calendar • Advertising with a Purpose • Developing Messaging that Resonates • Creating Best-in-Class Content
  4. 4. The three key phases of content marketing 1. Develop 2. Distribute 3. Optimize
  5. 5. 1. Develop 2. Distribute 3. Optimize Develop your content strategy
  6. 6. 6 Building Your Content Calendar
  7. 7. 7 • Plan your content resources • Provide visibility for internal teams • Prevent a lapse in conversation with your audience • Measure trends in engagement and performance Why build a content calendar?
  8. 8. 8 Sample calendar
  9. 9. 1. Develop 2. Distribute 3. Optimize Distribute content through proper channels
  10. 10. 10 Advertising with a Purpose
  11. 11. 11 Marketing Goals Brand Awareness Lead Generation Does your advertising match your goals?
  12. 12. 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? Map every piece of content to your mission statement by asking four key questions
  13. 13. Thought Leadership Blog Post Rich Media/ Infographic Examples of content for branding
  14. 14. Webinar Whitepaper Form Fill Examples of content for lead generation
  15. 15. 1. Develop 2. Distribute 3. Optimize Optimize program for effectiveness
  16. 16. 16 Developing Messaging that Resonates
  17. 17. 17 Types of Sponsored Updates
  18. 18. 18 Anatomy of an effective post
  19. 19. 19 • 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. Strongest elements of a Sponsored Update
  20. 20. 20 Creating Best-in-Class Content
  21. 21. 21 Write copy that creates a “curiosity gap” ​Too vague, and nobody cares. Too specific, and nobody needs to click. ​- Peter Koechley, Cofounder, Upworthy
  22. 22. 22 Optimize for mobile 149 characters (150 cutoff) Link in the body Large Image Format
  23. 23. 23 Use concise, interactive copy to drive interest
  24. 24. 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
  25. 25. 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
  26. 26. 26 Standard format Sponsored Updates
  27. 27. 27 Rich media/large image Sponsored Updates
  28. 28. 28 Relevancy Score • Relevancy Score = Bid x Engagement (CTR)
  29. 29. 29 LinkedIn performance benchmarks • CTR: .30% • Engagement Rate: .40%
  30. 30. 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
  31. 31. Q&A
  32. 32. Thank You