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MARKETING SOLUTIONS
CREATING KILLER
CONTENT ON LINKEDIN
Joanna Farncombe – Senior Account Manager
MARKETING SOLUTIONS
POST TOPICS THAT
APPEAL TO THE NEEDS
OF THE AUDIENCE
Sponsored Updates Best Practices:
MARKETING SOLUTIONS
Targeted to IT and consulting directors and above
Hortonworks illuminated a technical topic for a
technical audience
MARKETING SOLUTIONS
Targeted to IT professionals
Dell wrote tips to help IT professionals better secure
their data
MARKETING SOLUTIONS
INCLUDE IMAGES &
RICH MEDIA TO STAND
OUT
Sponsored Updates Best Practices:
MARKETING SOLUTIONS
Targeted to marketing professionals
Adobe included a compelling image to reinforce a point
MARKETING SOLUTIONS
Targeted to professionals in the banking and
investment industry
BlackRock added a video tackling a tough issue
MARKETING SOLUTIONS
Nissan attached a compelling image to show
what inspires their products
Targeted to professionals globally
MARKETING SOLUTIONS
WRITE A COMPELLING
INTRODUCTION &
HEADLINE
Sponsored Updates Best Practices:
MARKETING SOLUTIONS
Targeted to senior leadership at very large companies
INSEAD asked a thought-provoking question about
a hot topic
MARKETING SOLUTIONS
Telstra asked about common business behavior to
introduce product tips
Targeted to professionals in Australia
MARKETING SOLUTIONS
SHARE THOUGHT
LEADERSHIP
& ADVICE
Sponsored Updates Best Practices:
MARKETING SOLUTIONS
Targeted to senior level professionals
Citi asked senior professionals to share advice
MARKETING SOLUTIONS
Intuit career advice for entrepreneurs
Targeted to professionals at small companies
MARKETING SOLUTIONS
HubSpot shared practical tips on
creating infographics
Targeted to professionals in sales and marketing
at small to mid sized companies
MARKETING SOLUTIONS
The Content Marketing Institute offered guidance on
successful content marketing
Targeted to management in marketing and media
MARKETING SOLUTIONS
SHARE THOUGHT
LEADERSHIP
ON FUTURE TRENDS
Sponsored Updates Best Practices:
MARKETING SOLUTIONS
Microsoft shared a provocative prediction from
an expert
Targeted to senior level professionals
in the United States
MARKETING SOLUTIONS
Lenovo linked to a survey on the future of
device interaction
Targeted to professionals in Asia-Pacific
MARKETING SOLUTIONS
TAKE IT TO THE NEXT LEVEL
WITH DIRECT SPONSORED
CONTENT
MARKETING SOLUTIONS
38%
CTR*
lift
Personalize the message to the audience
©2014 LinkedIn Corporation. All Rights Reserved.
* Total clicks, including social actions
MARKETING SOLUTIONS
Keep it positive/inspirational/actionable
85%
CTR*
lift
©2014 LinkedIn Corporation. All Rights Reserved.
* Total clicks, including social actions
MARKETING SOLUTIONS
Ask an engaging question
©2014 LinkedIn Corporation. All Rights Reserved.
* Total clicks, including social actions
49%
CTR*
lift
MARKETING SOLUTIONS
Other Testing + Targeting Best Practices
©2014 LinkedIn Corporation. All Rights Reserved.
* Total clicks, including social actions
Test call to actions: Always have a clear call
to action
Test thumbnail images: Choose compelling,
attention grabbing images (colorful, includes
recognizable leaders …etc)
Test your tone: Tap into an emotion, use
humor. What resonates with your audience?
MARKETING SOLUTIONS
READY FOR THE NEXT
STEP?
Joanna Farncombe
Senior Account Manager DACH
jfarncombe@linkedin.com
Tel: +49 (0) 89 7104 222 16
Mob: +49 (0) 151 700 55998

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How to Create Killer Content on Linkedin