LinkedIn’s Innovative Sponsored Articles: A Marketing Game Changer
LinkedIn is broadening its horizons with the introduction of sponsored articles. This fresh offering brings a new possibility for marketers to enhance brand visibility, stimulate engagement, and fuel lead generation. This dynamic shift in LinkedIn’s marketing approach creates a unique ecosystem beneficial to both the platform and businesses.
Understanding the Importance
One of the drawbacks of traditional sponsored content is the requirement for users to navigate away from the platform to access the material. However, LinkedIn’s sponsored articles will offer users the convenience of staying within the platform, potentially leading to increased interaction rates.
How does it work?
LinkedIn’s system of sponsored articles is straightforward. Upon publishing an article from a LinkedIn company account, admins can now opt to promote it. This promotion path includes the provision of a Call-to-Action (CTA) button, such as “Unlock Article.” It invites users to register, granting them full access to the content. Although resemblant of LinkedIn’s lead generation ads, this method uniquely ties directly with in-app engagement.
Accessibility and Release
At the moment, however, only articles authored by companies can be selected for sponsorship on LinkedIn, while the platform’s product team is hard at work to expand this functionality. Most business accounts already have access to this sponsored post feature, but it may not be available to all brands just yet.
LinkedIn’s Take on the Matter
Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, extolled the virtues of the new feature for businesses and advertisers:
- “The content on your LinkedIn page can be used to its fullest.”
- “Sponsored posts have a higher tendency to go viral than a blog article hosted externally.”
- “The article can accumulate comments from logged-in members directly.”
- “The user experience is greatly improved.”
- “You can generate leads without redirecting users off LinkedIn to view your article.”
Digging Deeper
For a deeper understanding of the attractiveness of LinkedIn for marketers and the rise of this platform’s ad prices, delve into our exclusive article brought to you by the trusted source Digital Sunbird.
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