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Webinar: Sponsored Updates Best Practices from Blackrock
Selin Tyler (@selingt)
Senior Product Marketing
Manager, LinkedIn
Ann Hynek
VP, Editorial,
Blackrock
Lorin Suslow
Social Media Marketing
Strategist, Blackrock
Questions? Send them via Webex Q&A Features
Recorded? Of course!
Before we get started…
Shout outs? Tweet them via #LinkedInContent
Feedback? Survey will be available at the end of the Webinar
Introductions
Most Engaging Sponsored Updates of 2015
Agenda
Q&A Session with Ann Hynek + Lorin Suslow
Q&A
Top Trending Topics on LinkedIn
4
Q&A Session with Ann & Lorin
• What are your marketing objectives? How does LinkedIn fit into your marketing
objectives?
• What motivated you to use Sponsored Updates?
• How do you measure success of your Sponsored Updates Campaigns? Can you share
some results with us?
• How do you choose what content to post on LinkedIn? What types of content performs
well for you?
• Who are your personal content marketing inspirations? Who do you think is killing it
with content marketing?
Best of Blackrock Sponsored Updates
5
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BlackRock: Top Performing Updates
Key Takeaways:
Audience first: Why would my reader be interested?
Teaser text follows best practice of being under 150 characters
Headline clearly shows the reader that this content is a quick and easy read
Introduction uses numbered lists (8 things… 3 popular…) to distill content into easily digestible format
This post achieved:
10X the average CTR performance
This post achieved:
8x the average CTR performance
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Blackrock iShares: Top Performing Update
Key Takeaways:
Teaser text & Headlines Short, straightforward, and communicates content value right away
Eye catching image that is directly relevant to content
The teaser text is under 150 characters – a best practice.
Top of mind topic for many professionals – especially for target audience (age 55+)
This post achieved:
8x the average CTR
Top Sponsored Updates
Q1 2015
Top sponsored updates for North America were targeted to US/Canada, served at
least 25,000 impressions, and are ranked by engagement rate. Engagement rate
includes clicks + social actions.
Methodology
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Top Sponsored Updates from
All Categories
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Top Updates- Q1 2015
What makes it engaging?
A large compelling image draws
attention in the news feed
Keeping up with industry trends is a
top reason professionals seek
content on LinkedIn
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Top Updates- Q1 2015
What makes it engaging?
Thought leadership
A compelling and concise headline and
title
Relevancy: career advice is always a
trending topic on LinkedIn
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Top Updates- Q1 2015
What makes it engaging?
Offers advice to make professionals
more successful- right in line with
LinkedIn’s mission
Eliminates the intro copy to maximize
mobile clicks
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Financial Services
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Top Finance Updates- Q1 2015
What makes it engaging?
Offers advice to make professionals
more successful- right in line with
LinkedIn’s mission
Eliminates the intro copy to maximize
mobile clicks
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Top Finance Updates- Q1 2015
What makes it engaging?
Infographics are a great way to present
a lot of information in an easy-to-digest
way
The intro copy offers a fact- a small
piece of information to draw the reader
in
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Top Finance Updates- Q1 2015
What makes it engaging?
It takes a new stance on an old topic:
work-life balance
Offers advice to professionals, in a
professional context.
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Top Finance Updates- Q1 2015
What makes it engaging?
Visual storytelling- the post uses a
large-format, relevant image to
present a statistic. Statistics are a
great way to provide a little value in
exchange for a click
Presents insight into an industry
trend
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Top Finance Updates- Q1 2015
What makes it engaging?
While the intro copy is longer, the
space is used to tease a real story and
draw the reader in
The post does not just ask a question,
it takes a stance to spur conversation
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Top Trending Topics on LinkedIn
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All Audiences
Q1 2015
C-Suite
Q1 2015
Financial Advisors
Q1 2015
24
marketing.linkedin.com
©2014 LinkedIn Corporation. All Rights Reserved. 25
Questions?
Selin Tyler (@selingt)
Senior Product Marketing
Manager, LinkedIn
Ann Hynek
VP, Editorial,
Blackrock
Lorin Suslow
Social Media Marketing
Strategist, Blackrock
