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.

1. Top Performing Sponsored Updates
North America
Quarter in Review – Q3, 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. HEADLINES MATTER
Top Performing Sponsored Updates
Numbered lists make content easier to
consume
Strong language creates a
sense of urgency

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. 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. 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. 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. 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. 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. 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

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