7. 7
• Plan your content resources
• Provide visibility for internal teams
• Prevent a lapse in conversation with your
audience
• Measure trends in engagement and performance
Why build a content calendar?
12. Who is this for?
Where are they in the buyer’s journey?
How does this make them more
productive and successful?
How will we measure success?
Map every piece of content to your mission
statement by asking four key questions
19. 19
• Image - Select a compelling visual that’s descriptive and
accurately reflects your content.
• Headline - Include a call to action, a snackable stat, or a
thought-provoking message.
• Teaser Text - Pique interest with an intriguing message
to draw your audience in. Provide transparency and
context.
• Messaging - Use language that is relatable to your target
demographic.
Strongest elements of a Sponsored Update
21. 21
Write copy that creates a “curiosity gap”
Too vague, and
nobody cares. Too
specific, and nobody
needs to click.
- Peter Koechley, Cofounder, Upworthy
24. 24
Best practices for content frequency
• LinkedIn members can see up to 4 unique posts from an
advertiser in a 48-hour period
• It is important to run 4 creative variations in any live
campaign to take full advantage of the distribution
settings
25. 25
Effective A/B testing
• Ad variations can be represented through minor changes in
copy or images
• It’s important to focus on one ad element when creating a set
of ad variations
30. 30
Presentation recap
• Build a content calendar to plan resources,
provide visibility and measure trends
• Align advertising with the proper distribution
method and target audience
• Leverage creative best practices to drive results