SlideShare a Scribd company logo
Top Performing Sponsored Updates 
North America 
Year in Review – 2014
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 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
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.
TOP PERFORMERS IN TECHNOLOGY 
Top Performing Sponsored Updates 2014 
Industry trends, especially those 
with a career impact, are one 
way to share useful information
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
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
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)
TOP PERFORMERS IN FINANCIAL SERVICES 
Top Performing Sponsored Updates 2014 
Eliminate the intro copy, or keep it fewer 
than 150 characters
TOP PERFORMERS IN FINANCIAL SERVICES 
Top Performing Sponsored Updates
TOP PERFORMERS IN FINANCIAL SERVICES 
Top Performing Sponsored Updates 2014 
Articles about general productivity 
boosts are always helpful to a busy 
professional audience
TOP PERFORMERS IN CONSUMER GOODS 
Top Performing Sponsored Updates 
Numbered lists make content easier to 
consume 
Strong language creates a 
sense of urgency
TOP PERFORMERS IN ENERGY 
Strong language creates a 
sense of urgency 
Top Performing Sponsored Updates 2014
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
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
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
©2014 LinkedIn Corporation. All Rights Reserved. 17

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LinkedIn's Top Sponsored Updates of 2014

  • 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
  • 17. ©2014 LinkedIn Corporation. All Rights Reserved. 17