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Top sponsored content 2017

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A Gallery of creative executions and best practices from around Europe and the Middle East

Publié dans : Marketing
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Top sponsored content 2017

  1. 1. Top Sponsored Content A gallery of creative executions and best practices from around Europe and the Middle East LinkedIn, April-June 2017
  2. 2. Methodology
  3. 3. How we find the top performers featured here Methodology • Impressions – only posts serving more than 25,000 impressions were reviewed • Target audience – all posts were targeted to audiences throughout Europe and the Middle East • Vertical – The sponsoring advertiser must be categorized into a vertical according to LinkedIn company page data • Engagement rate- posts earning a higher-than-benchmark engagement rate were considered
  4. 4. Top updates are taking a few forms…
  5. 5. 1. Turning a case study into a story
  6. 6. A non-profit celebrates its director • While the intro copy is long, it is essential in tagging the partners of the story and in setting the scene • The video is well-produced, short, and simple • The post draws interest in the organization without having to promote a product
  7. 7. Learn from the best • This post uses several best practices: short intro copy, visualization, trackable hashtag • Three big-name companies are listed immediately, inferring success stories will follow • Recent analysis by Buzzsumo reveals that headlines starting with “how” “what” or “why” generate high engagement on LinkedIn1 1 http://buzzsumo.com/blog/write-engaging-b2b-headlines-analysis-10-million-articles-shared-linkedin/
  8. 8. Promote people, not programs • ESSEC uses a student story to illustrate the program experience • Uses campus photography, not stock • The copy addresses seasoned professionals specifically, making it feel targeted and relevant
  9. 9. Capture the drama • The new trend in case studies: video storytelling. Video as a medium allows for more detail around a story while still keeping time demands to a minimum • YouTube-hosted video plays in the feed • The story captures the drama of competition while still delivering a business message
  10. 10. Words can be powerful • The intro copy manages to capture an entire story in five words • The intro copy and title of the post are complimentary • The “rags to riches” storyline lives on in a customer case study
  11. 11. 2. Adding context to industry news and trends
  12. 12. Bring simplicity to the complex • The intro copy addresses the complexity of the VAT situation in the region, while the title of the article promises a simple guide • Getting to the heart of issues that are vital to your client’s business builds trust and authority
  13. 13. Create urgency with a key fact • The point outlined in the graphic creates a sense of urgency for businesses • The intro copy adds context to the message in the image. Thinking visual-first is essential to earning engagement in a crowded news feed
  14. 14. Create reports that follow up on big news and trends • Investing in a “big rock” piece of content pays off when key business trends are going to remain relevant in the long- term • Using “download” in the call-to- action sets expectations that the content being promoted will be lengthy, but the intro copy promises a lot of value in return for the time investment
  15. 15. Invest in imagery • You can talk about trends in business and still incorporate vibrancy into your brand. For Adobe’s CMO.com, the image works to grab attention while the copy addresses the retail industry specifically, adding relevance to the message
  16. 16. 3. Practical tips and information
  17. 17. Expertise + audience need = success • This sponsored article from themuse.com is an example of how branded content can work when you understand your audience and match the message to the channel
  18. 18. Content for all phases of the buying journey • While ING is out to help consumers make the most of their money, they are still mapping content to a decision- making journey. This helpful piece on the ROI of buying an electric vehicle would be essential reading for anyone seeking practical information on the topic
  19. 19. A little empathy goes a long way • Stating the pain that the content is trying to address turned out to be an effective strategy for Oracle Marketing Cloud • They sweetened the hook by including a statistic in the intro copy, as well
  20. 20. 4. Taking brand beyond consumer advertising
  21. 21. Employee stories are pivotal to a strong talent brand • Allergan tells its employer brand story through the lens of its employees • The story compliments other messaging, including the fact that the company was named a Top Company by LinkedIn this year
  22. 22. The Red Bull brand spans consumer and B2B • The image in the feed is instantly recognizable; the surprise comes in the message to businesses to put Red Bull fridges in the office
  23. 23. 5. Leveraging the aspirational mindset of LinkedIn
  24. 24. Promote awards, grants, and incubators • LinkedIn is the perfect place to reach people who want to grow their business. Cartier leverages this aspirational mindset to promote an award with a substantial cash prize
  25. 25. Looking towards the future • Aerial photography and time- lapse video are fitting ways to demonstrate physical growth and scale. Al Maryah Central taps into the buzz surrounding the growth in Abu Dhabi as it paints a picture of what the region will look like in the near future
  26. 26. Key Takeaways
  27. 27. 3 Key Tips Make your content newsworthy Be the trend Video case studies are increasing in popularity as brands realize the impact of telling a full story Tell stories LinkedIn is an aspirational place to be, whether members are trying to grow their business or achieve personal goals Inspire

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