Content Marketing Blog

Driving business results: LinkedIn Sponsored Updates

What are the key objectives of your social media strategy? Do you wish to foster engagement with your core consumer audience? Are you aiming to establish your company as a thought leader?

Well a new feature introduced by professional social networking website LinkedIn could help you with the latter.

LinkedIn vice president of Product Management David Hahn announced in a July 23 blog post the introduction of Sponsored Updates.

This feature allows businesses and organisations to build relationships by delivering content into the homepage feed of members 'beyond those' who follow their company.

Mr Hahn writes that marketers are leveraging content to educate, inform and inspire customers more and more – yet the content produced, such as whitepapers, slideshows and videos, doesn't always get enough reach and engagement on their own channels.

"With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content," he posted.

"Marketers can target Sponsored Updates to any segment of our premium audience based on professional profile data across more than 225 million members."

The three key features of Sponsored Updates are their ability to raise awareness and shape perception, drive quality leads and build relationships with professionals around the globe.

Sponsored Updates can be viewed on desktop, smartphone and tablet devices, with LinkedIn giving users the option to follow the sponsoring company, as well as like, comment or share the post with their networks.

The new feature is expected to be rolled out to all users with a LinkedIn Company Page by the end of July.

Make the most of this new LinkedIn tool by reading the Sponsored Updates guide offering top tips on creating, managing and analysing your campaigns.

Posted by April Revake.