Tips from some of the best sponsored content in EMEA
Creating sponsored content posts
that earn engagement
What does best-in-class on LinkedIn look like?
Here at LinkedIn, we hear this question all the time.
One glance at the LinkedIn news feed will tell you that the content, and context, found
here is different from what you will find on any other social network. Yet, the best practices for earning engagement in the feed are often similar. The best performing
sponsored posts catch attention immediately, evoke emotion, and offer insights. Here
is a look at 5 examples from across EMEA that do those things very well.
MethodologyThese sponsored content posts targeted an audience in the EMEA region, served at
least 25,000 impressions, and are selected as top performers by engagement rate.
Engagement rate includes clicks + social actions.
Key takeaways A content promotion cheat sheet
1. Get to the bottom line. How will the content help a person or a business?
2. Use niche targeting, but only when the content requires it.
3. Make your audience feel like VIPs with exclusive access or behind-the-scenes content.
1. Its not about you.
2. See tip #4 above.
Tip #1: appeal to the financially-minded
You dont have to be a finance company to take a financial angle on your content.
Helping professionals be more successful, and rewarded for that success, is a
surefire way to engage the LinkedIn audience.
Tip #2: make sure your content matches your target
This seems like an obvious statement. However, most marketers use multiple
targeting layers even when their content is generic and not designed for that
Tip #3: share individual success stories
People love to learn from others, and the combination of LinkedIn as both a
professional and a social network means that it is the perfect place to share these
Tip #4: behind-the-scenes, human stories
Running out of ways to promote a new product? This post from Sky is a
refreshing take on both behind-the-scenes and employee-led content.
Tip #5: marketers, its not about you
Siemens could have written about how innovative they are like many marketers
would, but instead they used the sponsored content copy to let Egyptians know
what was in it for them. The reward for this tactic was great engagement and a lot of earned media value.
Tip #1: give before you ask
If you are going to put an ad in a strangers news feed asking them for their
contact information, shouldnt you add a little value to their day first? A helpful
infographic is one way to start. This one from INSEAD addresses a popular topic: management.
Tip #2: video was meant to tell a story
With video being the new trend in content, there is a lot of great video and a lot
of mediocre video. This is an example of the former. Its visually appealing, makes
sense even with the sound off, and aims to inspire.
Tip #3: inspire through alumni success stories
Every industry has its case studies. A university or association with a great alumni
relations programme can be an ally in the quest for compelling content that
Tip #1: ask a question and add context with an image
Dont be afraid to start a conversation by asking a question. Just keep in mind
that on social media, the comments will vary. Have a policy for addressing both
positive comments and complaints.
Tip #2: take your content across borders
Some topics transcend boundaries. Check what is working for you in one region
and see if it makes sense to translate it for use in other regions.
B2B does not have to be boring, but lets be honest, a lot of B2B marketing is.
Stand out by taking an emotional or humourous approach, if its authentic to your
Tip #3: humour has a place in business
Tip #1: be ready to respond to trends
The Brexit topic on LinkedIn was dominated by individual opinion, with few
companies prepared to participate on short notice. These two examples
demonstrate that timeliness can be rewarded.
Make sure the video will catch attention even with the sound off, and use the title
of the post to add context and pique the audiences attention. Aon Netherlands
does this well by placing a relevant statistic in the title, while ING uses subtitles throughout the video.
Tip #2: video, video, video
A/B testing of image and copy requires time and effort, but can deliver outsized
Tip #3: A/B test, and address the audience
Tip #1: Lifestyle content has a place on LinkedIn
Adidas stands out on LinkedIn because few consumer goods companies have a
meaningful presence here aside from recruiting. Remember, professionals are
Industrial trucks are powerful machines. Volvo has consistently done a great job of
showcasing the power, and beauty, in their vehicles.
Tip #2: find the drama
Established companies put so much energy into whats new, they forget that with
age comes legacy. Stories connect. Go find one.
Tip #3: if you have a story, tell it
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