Wondering how industry leaders like Blackrock are consistently able to create content that engages? Ready to crank up your Sponsored Updates ROI? Join us as Blackrock's Content Marketing experts discuss: - Blackrock's marketing goals and how Sponsored Updates - How their content team consistently creates engaging - What types of content LinkedIn audiences engage with and why Check out this webinar deck to learn how you can use Sponsored Updates to deepen your conversations with your prospects and customers.

1. Webinar: Sponsored Updates
Best Practices from Blackrock
Selin Tyler (@selingt)
Senior Product Marketing
Manager, LinkedIn
Ann Hynek
VP, Editorial,
Blackrock
Lorin Suslow
Social Media Marketing
Strategist, Blackrock

2. Questions? Send them via Webex Q&A Features
Recorded? Of course!
Before we get started…
Shout outs? Tweet them via #LinkedInContent
Feedback? Survey will be available at the end of the Webinar

3. Introductions
Most Engaging Sponsored Updates of 2015
Agenda
Q&A Session with Ann Hynek + Lorin Suslow
Q&A
Top Trending Topics on LinkedIn

4. 4
Q&A Session with Ann & Lorin
• What are your marketing objectives? How does LinkedIn fit into your marketing
objectives?
• What motivated you to use Sponsored Updates?
• How do you measure success of your Sponsored Updates Campaigns? Can you share
some results with us?
• How do you choose what content to post on LinkedIn? What types of content performs
well for you?
• Who are your personal content marketing inspirations? Who do you think is killing it
with content marketing?

5. Best of Blackrock Sponsored Updates
5

6. 6
BlackRock: Top Performing Updates
Key Takeaways:
 Audience first: Why would my reader be interested?
 Teaser text  follows best practice of being under 150 characters
 Headline  clearly shows the reader that this content is a quick and easy read
 Introduction uses numbered lists (8 things… 3 popular…) to distill content into easily digestible format
 This post achieved:
 10X the average CTR performance
 This post achieved:
 8x the average CTR performance

7. 7
Blackrock iShares: Top Performing Update
Key Takeaways:
 Teaser text & Headlines  Short, straightforward, and communicates content value right away
 Eye catching image that is directly relevant to content
 The teaser text is under 150 characters – a best practice.
 Top of mind topic for many professionals – especially for target audience (age 55+)
This post achieved:
8x the average CTR

8. Top Sponsored Updates
Q1 2015

9. Top sponsored updates for North America were targeted to US/Canada, served at
least 25,000 impressions, and are ranked by engagement rate. Engagement rate
includes clicks + social actions.
Methodology
9

10. Top Sponsored Updates from
All Categories
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11. Top Updates- Q1 2015
What makes it engaging?
A large compelling image draws
attention in the news feed
Keeping up with industry trends is a
top reason professionals seek
content on LinkedIn
11

12. Top Updates- Q1 2015
What makes it engaging?
Thought leadership
A compelling and concise headline and
title
Relevancy: career advice is always a
trending topic on LinkedIn
12

13. Top Updates- Q1 2015
What makes it engaging?
Offers advice to make professionals
more successful- right in line with
LinkedIn’s mission
Eliminates the intro copy to maximize
mobile clicks
13

14. Financial Services
14

15. Top Finance Updates- Q1 2015
What makes it engaging?
Offers advice to make professionals
more successful- right in line with
LinkedIn’s mission
Eliminates the intro copy to maximize
mobile clicks
15

16. Top Finance Updates- Q1 2015
What makes it engaging?
Infographics are a great way to present
a lot of information in an easy-to-digest
way
The intro copy offers a fact- a small
piece of information to draw the reader
in
16

17. Top Finance Updates- Q1 2015
What makes it engaging?
It takes a new stance on an old topic:
work-life balance
Offers advice to professionals, in a
professional context.
17

18. Top Finance Updates- Q1 2015
What makes it engaging?
Visual storytelling- the post uses a
large-format, relevant image to
present a statistic. Statistics are a
great way to provide a little value in
exchange for a click
Presents insight into an industry
trend
18

19. Top Finance Updates- Q1 2015
What makes it engaging?
While the intro copy is longer, the
space is used to tease a real story and
draw the reader in
The post does not just ask a question,
it takes a stance to spur conversation
19

20. Top Trending Topics on LinkedIn
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21. All Audiences
Q1 2015

22. C-Suite
Q1 2015

23. Financial Advisors
Q1 2015

24. 24
marketing.linkedin.com

25. ©2014 LinkedIn Corporation. All Rights Reserved. 25
Questions?
Selin Tyler (@selingt)
Senior Product Marketing
Manager, LinkedIn
Ann Hynek
VP, Editorial,
Blackrock
Lorin Suslow
Social Media Marketing
Strategist, Blackrock