LinkedIn has recently introduced sponsored articles as a new tool for marketers to enhance brand awareness, increase engagement, and drive lead generation. This feature allows users to read sponsored content without leaving the platform, potentially leading to higher engagement rates. To promote an article, company admins can now include a call-to-action (CTA) button, such as “Unlock Article,” encouraging users to sign up to access the complete content. While this feature is similar to LinkedIn lead generation ads, its direct connection to in-app engagement is advantageous for LinkedIn and potentially beneficial for businesses. Currently, only articles authored by companies are eligible for sponsorship, but the LinkedIn product team is actively working on developing additional functionalities. Sponsored posts have been rolled out to the majority of business accounts, but some brands may not have access to this feature just yet.
Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, emphasized the benefits of this new product to advertisers and brands. He stated that companies can use the content already available on their LinkedIn pages, and that sponsored posts are more viral than externally hosted blog articles. Additionally, sponsored posts allow for all comments from logged-in members on the article directly and provide a better user experience. Furthermore, companies can drive leads without sending users off LinkedIn to consult their articles.
For those interested in learning more, an article on surging LinkedIn ad prices is available for additional information on why the platform has become so popular among advertisers. Overall, LinkedIn’s sponsored articles offer a valuable tool for businesses to promote content, engage with users, and drive lead generation, without requiring users to leave the platform, providing a seamless experience for all parties involved.
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