LinkedIn has introduced Sponsored Articles, providing marketers with an additional tool that can help improve brand awareness, increase engagement, and drive lead generation.
Why we care Since LinkedIn users won’t have the hassle and inconvenience of having to leave the platform to read sponsored content, this could result in higher engagement.
How it works. When a business account posts an article on LinkedIn, admins now have the option to promote it. This promotion allows you to add a CTA button, such as “Unlock Article”, encouraging users to register to access the full content. While this feature is similar to LinkedIn’s lead generation ads, its direct connection to in-app engagement is advantageous for LinkedIn and potentially beneficial for businesses.
accessibility Currently, only articles written by companies are eligible for sponsorship. However, LinkedIn’s product team is actively working on the development of many additional features, which are expected to be rolled out shortly.
Roll out. Sponsored Posts has already rolled out to most business accounts, but some brands may not have access to this feature yet.
What LinkedIn says. Baptiste Beauvisage, senior manager of client solutions at LinkedIn, highlighted the benefits of this new product for advertisers and brands in a statement:
“You can use the content you already have on your Linkedin page.” “Sponsored posts are more viral than an externally hosted blog article.” “You can have all member comments linked to the article directly.” “There is a better UX.” “You can generate leads without sending users off Linkedin to check out your article.”
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deep dive Read our article on LinkedIn’s rising ad prices to learn more about why the platform has become so popular with advertisers.
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