Download pdf - Linked in top sponsored content emea q2

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Tips from some of the best sponsored content in EMEA

April-June 2016

Creating sponsored content posts

that earn engagement

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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.

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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.

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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.

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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.

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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

audience specifically.

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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

stories.

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Tip #4: behind-the-scenes, human stories

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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.

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Tip #5: marketers, its not about you

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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.

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Education

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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.

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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.

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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

converts.

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Technology

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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.

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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.

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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

companys culture.

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Tip #3: humour has a place in business

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Financial Services

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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.

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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

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A/B testing of image and copy requires time and effort, but can deliver outsized

returns.

Tip #3: A/B test, and address the audience

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Retail/consumer goods

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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

consumers, too.

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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

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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