LinkedIn Introduces Direct Sponsored Content

July 31, 2014 Braveen Kumar

LinkedIn is growing into one of the best channels in which to focus your content marketing efforts, especially in the B2B space.

With a growing professional network of over 300 million users, LinkedIn houses some of the most relevant online audiences for content marketers.  

After adding Showcase Pages, a publishing platform, and Content Marketing Score, LinkedIn Direct Sponsored Content now helps you create content for specific targeted audiences and figure out your content marketing formula without  posting to your LinkedIn company page.

With the introduction of Direct Sponsored Content, LinkedIn is now giving content marketers more options to target and test their content with segments of LinkedIn's professional audience to find the best fit for their marketing messages. 

You can test variations of your content with specific audiences  by putting content directly and exclusively in front of a targeted audience. These insights into your ideal audience's needs won't come at the cost of having to use your LinkedIn company page as the stage for your experiment.

With members actively seeking professional development, trending news, and business solutions, the LinkedIn network is more accepting of branded messaging and advertising than other social networks. This makes LinkedIn relatively immune to the stigma of sponsored content, as demonstrated by the success of their Sponsored Updates

Sponsored Updates created positive results for noteworthy companies such as HubSpot, Microsoft, Adobe, and  Mercedes-Benz USA. There are at least a dozen companies taking part in the pilot for Direct Sponsored Content at the moment, including Comcast Business and Newscred. 

Only time will tell how effective Direct Sponsored Content will actually be at targeting and testing content, but LinkedIn is definitely evolving into a key content marketing channel and much more than just your online resume.

Check out 6 Ways To Grow Your Brand's LinkedIn Following for more LinkedIn marketing tips!

About the Author

Braveen Kumar

Braveen is a Content Marketer at Shopify.

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