11 Tips for Optimising Sponsored Content on LinkedIn (Education)

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This document provides tips for optimizing sponsored content on LinkedIn. It recommends focusing content on helping members stay current through professional development, leadership, industry trends, and peer research. Content should be tailored for different stages of the customer journey from awareness to selection to enrollment. Tips for the LinkedIn feed include customizing images, headlines, and urgency for different perspectives; investing in great images; using consistent branding; writing effective headlines; testing less content more; and making updates entertaining.

Marketing

11 Tips for Optimizing
Your Sponsored Content
on LinkedIn

2
5
COMPELLING CONTENT
TYPES FOR THE
LINKEDIN MINDSET
#LinkedInEDU

#2: Offer professional development
Inspire your audience
4
#LinkedInEDU

5
#3: Offer leadership & productivity
Make your audience leaders of tomorrow
#LinkedInEDU

6
#4: Share industry trends
Help your audience plan for the future

7
#5: Produce peer research / ideas
Use social proof to appeal to your audience
#LinkedInEDU

Top updates for education:
advice, information & reputation
8

10
6
TIPS TO OPTIMIZE
CONTENT FOR THE
FEED
#LinkedInEDU

11
#1: Customize image, headline & urgency
All three must work in concert

12
Try writing in different perspectives
The Helpful Advisor
The Conversationalist
The Cliffhanger
Start by explaining how your piece of content
will help your target achieve professional
success.
Tell your audience just enough to pique their
interest but not so much that they aren’t
compelled to learn more.
Make a bold statement or ask
a question to spark a conversation and get your
audience to react.

13
#2: Invest in great images
Custom images generate higher engagement

15
#4: Learn to write great headlines
Create multiple versions
http://aminstitute.com/headline
http://hubspot.com/blog-topic-generator
#LinkedInEDU

16
#5: Less content, more testing
The content isn’t always bad, sometimes just the framing is
120% LIFT
#LinkedInEDU

#6: And have fun
Stand out. Top updates are entertaining.
#LinkedInEDU
17

LinkedIn is investing in higher education, and this presentation will show how your university can take full advantage. We share what is new with LinkedIn for Higher Education, including our new University Page experience. We also discuss fresh strategies for engaging prospects, students, and alumni. Take a tour of the top performing content marketing tactics being used on LinkedIn. Then steal those ideas. In the words of David Bowie, “The only art I’ll ever study is stuff I can steal from.” What you will learn: -- Five fresh ideas for breaking down institutional silos and working in harmony with your university colleagues. -- Creative inspiration from the top performing content marketing tactics of other education marketers on LinkedIn. -- How to get the most out of LinkedIn's new University page experience.

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Join our webcast as content marketing experts from LinkedIn and Hootsuite walk you through best practices for universities to attract, engage, and convert more of these savvy prospects with a solid content marketing strategy on LinkedIn. In this webinar, you'll learn how to: -Build a solid content marketing strategy, starting with the end results in mind -Manage and produce a healthy mix of relevant content with limited resources -Help thought leaders in your university leverage LinkedIn to expand their influence -Publish your content effectively on LinkedIn

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11 Tips for Optimising Sponsored Content on LinkedIn (Education)

1. 11 Tips for Optimizing Your Sponsored Content on LinkedIn

2. 2 5 COMPELLING CONTENT TYPES FOR THE LINKEDIN MINDSET #LinkedInEDU

3. #1: Help members stay current 3

4. #2: Offer professional development Inspire your audience 4 #LinkedInEDU

5. 5 #3: Offer leadership & productivity Make your audience leaders of tomorrow #LinkedInEDU

6. 6 #4: Share industry trends Help your audience plan for the future

7. 7 #5: Produce peer research / ideas Use social proof to appeal to your audience #LinkedInEDU

8. Top updates for education: advice, information & reputation 8

9. 9 Higher Ed: Through the funnel Plan content that educates and inspires along with content that collects leadsUpper Funnel Brand Messaging Thought Leadership Awareness (Ungated) Discovery Selection (Gated) Registration, Download Information, Meet with an Enrollment Counselor Rankings, News, Career Advice, Courses/Degrees Program Value, Student Testimonials, Blog Content Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials Bottom Funnel Lead Focused Direct Messaging #LinkedInEDU

10. 10 6 TIPS TO OPTIMIZE CONTENT FOR THE FEED #LinkedInEDU

11. 11 #1: Customize image, headline & urgency All three must work in concert

12. 12 Try writing in different perspectives The Helpful Advisor The Conversationalist The Cliffhanger Start by explaining how your piece of content will help your target achieve professional success. Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. Make a bold statement or ask a question to spark a conversation and get your audience to react.

13. 13 #2: Invest in great images Custom images generate higher engagement

14. 14 #3: Use a consistent brand identity Build brand memory #LinkedInEDU

15. 15 #4: Learn to write great headlines Create multiple versions http://aminstitute.com/headline http://hubspot.com/blog-topic-generator #LinkedInEDU

16. 16 #5: Less content, more testing The content isn’t always bad, sometimes just the framing is 120% LIFT #LinkedInEDU

17. #6: And have fun Stand out. Top updates are entertaining. #LinkedInEDU 17

11 Tips for Optimising Sponsored Content on LinkedIn (Education)

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