LinkedIn unveils three new initiatives to drive content marketing forward

28 Apr,2014

By A Correspondent


To drive its content strategy forward, LinkedIn has launched three new initiatives to help marketers and agencies build better relationships with target audiences through content. These include Sponsored Updates Partners, Content Partners Program and Sponsored InMail on Mobile.


Sponsored Updates Partners will provide brands and agencies with campaign management tools to effectively and efficiently manage and optimize large sponsored updates campaigns. They also make it more efficient for brands to use a single dashboard to manage their paid content activities on multiple social channels. Other services offered include managed services to oversee campaign activities on behalf of the client.


LinkedIn is launching the program with five of the industry’s top companies, including AdStage, Brand Networks, SHIFT, the Salesforce ExactTarget Marketing Cloud and Unified Social. Pilot results show an overall lift of more than 30 per cent in engagement rates on customer’s sponsored updates campaigns, significantly higher than on prior campaigns without partner services.


A key ongoing challenge for organizations is to have enough quality content to share with audiences. The Content Partners program will connect companies with publishers, platforms, and original content producers to help them deliver content under their own brand name.


Ten companies have been certified as part of this program, including publishers Bloomberg, CBS Interactive, and IDG; content platforms Newscred and Percolate; and custom content creators like Atlantic Media Strategies, Contently, Freshwire, and SJR.


Sponsored InMail is available on mobile platforms (iPhone, Android, and mobile web). Where members could previously only see sponsored messages on desktop, this move enables marketers to engage targeted audiences with personalized, valuable content on mobile – which currently drives more than half of LinkedIn Inbox page views.


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