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Q2 Top LinkedIn Sponsored Content - North America

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Q2 Top LinkedIn Sponsored Content - North America

  1. 1. Top Sponsored Content A gallery of creative executions and best practices from North America 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 – posts targeted to audiences throughout North America were eligible • 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. Demonstrate in-depth subject matter expertise
  6. 6. Give more value to get more valuable actions • Demonstrate your deep topical, expertise. You need to give value to your audience to get them to take more valuable actions. • MathWorks created in-depth training materials on Machine Learning to take someone from novice to advanced on the topic.
  7. 7. Provide useful tools and resources • LinkedIn members are aiming to become more productive and successful. Provide them with the tools and resources to do so. • Bizible recognizes that building a marketing plan is not easy, but looks to help its prospects by providing a more turnkey way to go about creating one.
  8. 8. Give your audience control of their content experience • Interactive tools are a great way to deliver rich, audience- centric content experiences AND showcase how innovative your brand is. • Looker has created a proprietary tool to allow their audiences to compare business intelligence platforms across a series of categories.
  9. 9. 2. Add context to industry news and trends
  10. 10. Voice a contrarian POV • Is there a topic in your industry that there is a consensus opinion on that you disagree with? • Representing the minority point of view can be a great way to attract engagement and demonstrate your subject matter expertise. • Compuware takes a stance that the mainframe isn’t going away
  11. 11. Don’t just voice an opinion, prove it • Anyone can voice an opinion, but the value to your audience is showing them why you truly believe it is right. • Barracuda thinks the term “MSP” is useless – but doing a Google keyword analysis they actually showed why.
  12. 12. Provide the “so-what” analysis for an industry/topic • Help keep your audience up to speed on the latest industry news. And when news does break, provide them with analysis to understand the impact it will have on them and their business. • Cardinal Health provided everything physicians needed to know about a recent Medicare act and what changes they should be getting
  13. 13. 3. Remember that professionals are people too
  14. 14. Use humor to show unconventional thinking • While members are operating on LinkedIn with a professional, aspirational mindset, it doesn’t mean that there isn’t a place for entertainment and humor • Workday makes light of relatable, but humorous, office scenarios to showcase how there has to be a better way to run your business.
  15. 15. Use humor to spark engagement • Using humor doesn’t have to mean that what you are communicating is not important. • The Neo-Sage forum uses this cartoon illustration to emphasize their point that time is a finite resource – you can’t create more of it so it’s about maximizing the time you do have.
  16. 16. Use humor to differentiate your content • When talking about your offerings, it’s easy to just show a product shot. But to breakthrough in the newsfeed, look to infuse some humor and entertainment. • WebEx uses imagery to contrast the ways we used to communicate at the office versus what the possibilities are today.
  17. 17. 4. Put business challenges in context
  18. 18. Use surveys to help your audience assess their own business • Help your prospects put their business challenges in context. • Conducting a survey is an impartial way to help them realize what they need to address. • McKinsey uses this method to illuminate what industries are more digitally savvy.
  19. 19. Use rankings to illustrate your view on a topic/industry • Use rankings as a way to show “who’s doing it well” from your perspective. • Landor’s Global Agile Brand Study assesses which brands exhibit their concept of the “agility paradox” the best.
  20. 20. Update your rankings on a consistent basis • Publishing one rankings report is good – but aim to become a consistent go-to resource. • Updating rankings on a consistent basis is a great way to showcase your authority on a subject. • Beroe produces an annual report ranking the world’s best procurement organizations.
  21. 21. 5. Explain why your content matters and what it will help them achieve
  22. 22. Highlight a statistic that they aren’t aware of • Rather than a general overview of what your content will be about, use the intro copy as an opportunity to demonstrate why it is critical to hear what you have to say. • Concur drives engagement with their cost-cutting tips by revealing upfront that companies waste a great deal of money simply processing employee expenses.
  23. 23. Show them how they will ultimately benefit • Help them understand the potential benefit that they’ll gain from your content. • To underscore the importance of weeding out toxic employees, Cornerstone on Demand shows the negative impact that they have on retaining quality employees.
  24. 24. Key Takeaways
  25. 25. 3 Key Tips Invest in rich, value-add content - ensure your audiences understand why it’s important and what they can gain from it Provide value to get valuable actions Don’t just state the news and trends – help members understand what the implications are, and how they are doing in the larger context of their industry Help put it in context for them Look to mix in some humor to breakthrough within the newsfeed – just because it’s business-related doesn’t mean it can’t be entertaining Use creativity to differentiate yourself

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