This document provides tips for creating sponsored content on LinkedIn that earns user engagement. It analyzes top performing sponsored posts from different industries in Europe and identifies some best practices. These include appealing to target audiences with content tailored to their interests, using emotional storytelling techniques like sharing individual success stories, and focusing on how the content helps others rather than just promoting the company. Specific tactics highlighted include using financial angles or humor, addressing current events, and showcasing company legacies through individual stories.

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Tips from some of the best sponsored content in EMEA
April-June 2016
Creating sponsored content posts
that earn engagement

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“What does ‘best-in-class’ on
LinkedIn look like?”
Here at LinkedIn, we hear this question all the time.
One glance at the LinkedIn news feed will tell you that the content, and context, found
here is different from what you will find on any other social network. Yet, the best
practices for earning engagement in the feed are often similar. The best performing
sponsored posts catch attention immediately, evoke emotion, and offer insights. Here
is a look at 5 examples from across EMEA that do those things very well.

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Methodology
These sponsored content posts targeted an audience in the EMEA region, served at
least 25,000 impressions, and are selected as “top performers” by engagement rate.
Engagement rate includes clicks + social actions.

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Key takeaways – A content promotion cheat sheet
1. Get to the bottom line. How will
the content help a person or a
business?
2. Use niche targeting, but only
when the content requires it.
3. Make your audience feel like
VIPs with exclusive access or
behind-the-scenes content.
1. It’s not about you.
2. See tip #4 above.

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Tip #1: appeal to the financially-minded
You don’t have to be a finance company to take a financial angle on your content.
Helping professionals be more successful, and rewarded for that success, is a
surefire way to engage the LinkedIn audience.

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Tip #2: make sure your content matches your target
This seems like an obvious statement. However, most marketers use multiple
targeting layers even when their content is generic and not designed for that
audience specifically.

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Tip #3: share individual success stories
People love to learn from others, and the combination of LinkedIn as both a
professional and a social network means that it is the perfect place to share these
stories.

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Tip #4: behind-the-scenes, human stories
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Running out of ways to promote a new product? This post from Sky is a
refreshing take on both “behind-the-scenes” and employee-led content.

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Tip #5: marketers, it’s not about you
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Siemens could have written about how innovative they are like many marketers
would, but instead they used the sponsored content copy to let Egyptians know
what was in it for them. The reward for this tactic was great engagement and a lot
of earned media value.

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Education

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Tip #1: give before you ask
If you are going to put an ad in a strangers’ news feed asking them for their
contact information, shouldn’t you add a little value to their day first? A helpful
infographic is one way to start. This one from INSEAD addresses a popular topic:
management.
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Tip #2: video was meant to tell a story
With “video” being the new trend in content, there is a lot of great video and a lot
of mediocre video. This is an example of the former. It’s visually appealing, makes
sense even with the sound off, and aims to inspire.

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Tip #3: inspire through alumni success stories
Every industry has its case studies. A university or association with a great alumni
relations programme can be an ally in the quest for compelling content that
converts.

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Technology

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Tip #1: ask a question and add context with an image
Don’t be afraid to start a conversation by asking a question. Just keep in mind
that on social media, the comments will vary. Have a policy for addressing both
positive comments and complaints.

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Tip #2: take your content across borders
Some topics transcend boundaries. Check what is working for you in one region
and see if it makes sense to translate it for use in other regions.

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B2B does not have to be boring, but let’s be honest, a lot of B2B marketing is.
Stand out by taking an emotional or humourous approach, if it’s authentic to your
company’s culture.
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Tip #3: humour has a place in business

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Financial Services

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Tip #1: be ready to respond to trends
The Brexit topic on LinkedIn was dominated by individual opinion, with few
companies prepared to participate on short notice. These two examples
demonstrate that timeliness can be rewarded.

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Make sure the video will catch attention even with the sound off, and use the title
of the post to add context and pique the audiences’ attention. Aon Netherlands
does this well by placing a relevant statistic in the title, while ING uses subtitles
throughout the video.
Tip #2: video, video, video

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A/B testing of image and copy requires time and effort, but can deliver outsized
returns.
Tip #3: A/B test, and address the audience

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Retail/consumer goods

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Tip #1: Lifestyle content has a place on LinkedIn
Adidas stands out on LinkedIn because few consumer goods companies have a
meaningful presence here aside from recruiting. Remember, professionals are
consumers, too.

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Industrial trucks are powerful machines. Volvo has consistently done a great job of
showcasing the power, and beauty, in their vehicles.
Tip #2: find the drama

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Established companies put so much energy into what’s new, they forget that with
age comes legacy. Stories connect. Go find one.
Tip #3: if you have a story, tell it

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