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Top Sponsored Content
A gallery of creative executions
and best practices from around
Europe and the Middle East
LinkedIn, April-June 2017
Methodology
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
Top updates are taking a
few forms…
1. Turning a case study into
a story
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
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/
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
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
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
2. Adding context to
industry news and trends
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
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
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
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
3. Practical tips and
information
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
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
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
4. Taking brand beyond
consumer advertising
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
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
5. Leveraging the
aspirational mindset of
LinkedIn
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
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
Key Takeaways
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
Top sponsored content 2017

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Top sponsored content 2017

  • 1. Top Sponsored Content A gallery of creative executions and best practices from around Europe and the Middle East LinkedIn, April-June 2017
  • 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. Top updates are taking a few forms…
  • 5. 1. Turning a case study into a story
  • 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. 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. 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. 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. 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. 2. Adding context to industry news and trends
  • 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. 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. 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. 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. 3. Practical tips and information
  • 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. 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. 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. 4. Taking brand beyond consumer advertising
  • 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. 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. 5. Leveraging the aspirational mindset of LinkedIn
  • 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. 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
  • 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