Trends in 2015
The most interesting
and effective tactics used
throughout the year
Native content, when done right, can be the
most useful tool in a company's marketing
arsenal. But with so much noise in the digital
space, it’s becoming more challenging to earn
attention. The content marketing consultation
team here at LinkedIn have combed through
hundreds of sponsored posts to find tactics that
have caught our attention.
Here are 10 approaches to inspire your next
Kicking off a new initiative? Get your audience to contribute content, names,
taglines, etc. Crowd-sourced or user-generated content has been an effective
tactic for many marketers (GoPro comes to mind) and Holiday Inn Express
joins the ranks with this post.
One sees memes being used on all social platforms, but it is less common on
LinkedIn, where companies tend to be more conservative. Don’t forget that
professionals are human, and that a light and fun tone can stand out easily in
a news feed full of serious advice and industry articles.
This post from Breather not only utilizes LinkedIn’s company targeting
capability, it directly addresses this niche audience, making it clear that the
offer is intended for them. It feels relevant and exclusive. Just make sure you
have a broad enough audience to deliver impressions and actions at a
While B2B marketers have long relied on LinkedIn to find their audiences, the
consumer marketing space has been less prevalent. Increasingly, consumer
brands are finding an engaged and relevant audience for their message on the
platform. This post from Diageo Reserve stands out as being one of only a few
in its category, and it earned an above-benchmark engagement rate. A
compelling image and recognizable celebrity add to the interest.
Humor in B2B
Leadership advice articles can be a dime a dozen on LinkedIn. Intel’s
decision to lighten the tone of theirs through humour was an incredibly
effective tactic that helped their post stand out and earn a spot as one of the
top sponsored updates of the year.
What are you trying to convey? If your story has a strong visual component,
video may be the best way to get your message across. However, business
videos don’t have to be stiff. People watch video to learn, to be inspired, and
to be entertained.
This video series promoted by Air Canada is visually appealing, and inspires
would-be travelers with a behind-the-scenes look at their all-important food
Okay, so infographics have been around for years. Their use is not new, but
marketers are getting better at effectively using them to convey stories and
deliver meaningful insights.
Simplilearn does a great job of enticing their audience to learn more by
providing up-front value with a call-to-action.
More Visuals, Please
The brain processes images faster than text, so the image used in your
update will be your first impression. GE has long been known for their visual
branding. The image in this update is awe-inspiring and makes scrolling
through a news feed a more interesting and rewarding experience.
Brands Find A Voice
on The LinkedIn Publishing Platform
The LinkedIn Publishing Platform is only accessible to individuals, not
companies. However, that does not mean a company cannot leverage it for
branding. Employee activation is a rising trend, and in the case of Marriott, it
is a way for the company to showcase its expertise. The use of the native
platform adds authenticity, since a member’s identity and background are
validated through their LinkedIn profile.
Mix Evergreen and
Here at LinkedIn, we see a lot of great evergreen content- the kind that
remains relevant for months, even longer. But topical content is key to a
thought leadership strategy, since experts must be able to stay on top of
current events while maintaining a long-term view. This example from EY
illustrates that nicely.
For more tips on how to master sponsored
content on LinkedIn, check out the
Sophisticated Marketer’s Ultimate Guide to
Today, LinkedIn members number more than 400+
million professionals. That’s over half of the 600
million professionals on the planet, representing
the largest group anywhere of influential, affluent
and educated people.
For more information, visit marketing.linkedin.com