How to be a world class content marketer on LinkedIn.
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Content Campaign Strategist
Senior Ad Strategist
Building Your Content Calendar
Advertising with a Purpose
Developing Messaging that Resonates
Creating Best-in-Class Content
Plan your content resources
Provide visibility for internal teams
Prevent a lapse in conversation with your
Measure trends in engagement and performance
statement by asking four key questions
Who is this for?
Where are they in the buyer’s journey?
How does this make them more
productive and successful?
How will we measure success?
Image - Select a compelling visual that’s descriptive and
accurately reflects your content.
Headline - Include a call to action, a snackable stat, or a
Teaser Text - Pique interest with an intriguing message
to draw your audience in. Provide transparency and
Messaging - Use language that is relatable to your target
Too vague, and
nobody cares. Too
specific, and nobody
needs to click.
- Peter Koechley, Cofounder, Upworthy
149 characters (150 cutoff)
Link in the body
Large Image Format
LinkedIn members can see up to 4 unique posts from an
advertiser in a 48-hour period
It is important to run 4 creative variations in any live
campaign to take full advantage of the distribution
Ad variations can be represented through minor changes in
copy or images
It’s important to focus on one ad element when creating a set
of ad variations
Relevancy Score = Bid x Engagement (CTR)
Build a content calendar to plan resources,
provide visibility and measure trends
Align advertising with the proper distribution
method and target audience
Leverage creative best practices to drive results