Over the past year, we’ve seen companies take advantage of the unique opportunities Sponsored Updates provide to reach targeted professionals in the LinkedIn feed. As a result, we’ve also seen them knock performance metrics out of the park. Check out the top Sponsored Updates of 2014 along with tips for how to increase the engagement with your Sponsored Updates on LinkedIn. Get started with Sponsored Updates here: http://lnkd.in/sponsoredupdates

1. Top Performing Sponsored Updates
North America
Year in Review – 2014

2. Overview
Marketers have generated amazing
engagement using LinkedIn
Sponsored Updates to distribute
content to the world’s largest
professional network.
Here are the top performing updates
within North America in 2014, followed
by some context on what made them
so successful.
- LinkedIn Marketing Solutions
• Best in class marketers are seeing Engagement Rates
higher than 2% with their Sponsored Updates
• Are you ready to take your content to the next level?

3. 3 Top Performing Sponsored Updates 2014
METHODOLOGY
The list ranks top posts by
engagement rate, which
measures clicks and social
actions (likes, comments,
shares) divided by the number of
impressions served

4. TOP PERFORMERS IN TECHNOLOGY
Top Performing Sponsored Updates 2014
Not all professionally-relevant
content has to
be serious. Mix it up with
some lighter posts.
Large-format, or rich
media, images command
attention in the news
feed.

5. TOP PERFORMERS IN TECHNOLOGY
Top Performing Sponsored Updates 2014
Industry trends, especially those
with a career impact, are one
way to share useful information

6. TOP PERFORMERS IN TECHNOLOGY
Call out your target audience directly in the copy
A clear call-to-action drives a higher
CTR
Top Performing Sponsored Updates 2014

7. TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Start with a question or quote to hook
your reader
Strong language creates a sense
of urgency

8. TOP PERFORMERS IN FINANCIAL SERVICES
Use link posts to optimize mobile
clicks (make sure the landing page is
Top Performing Sponsored Updates 2014
responsively designed)

9. TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Eliminate the intro copy, or keep it fewer
than 150 characters

10. TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates

11. TOP PERFORMERS IN FINANCIAL SERVICES
Top Performing Sponsored Updates 2014
Articles about general productivity
boosts are always helpful to a busy
professional audience

12. TOP PERFORMERS IN CONSUMER GOODS
Top Performing Sponsored Updates
Numbered lists make content easier to
consume
Strong language creates a
sense of urgency

13. TOP PERFORMERS IN ENERGY
Strong language creates a
sense of urgency
Top Performing Sponsored Updates 2014

14. 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
 Entertaining
 Brands from all sizes &
industries - Finance to Tech to
Personal Care are producing high
performing content. Professionals
are consumers, too

15. 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
 Think mobile-first, where most of your
engagement will come from

16. 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
Year in Review – 2014

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