LinkedIn has recently introduced sponsored articles as a new marketing tool for companies to enhance their brand awareness, increase engagement, and drive lead generation directly on the platform. This new feature allows companies to promote their articles and include a call-to-action button to encourage users to sign up to access the full content. This mode of promotion allows users to stay on the platform and not have to leave to read the sponsored content, which could result in higher engagement.
Currently, only articles authored by companies are eligible for sponsorship, but the LinkedIn product team is actively working on developing additional functionalities for this feature. While it has been rolled out to the majority of business accounts, some brands may not have access to this feature just yet.
Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, highlighted the benefits of this new product to advertisers and brands. He emphasized that users can use the content they already have on their LinkedIn page, and that sponsored posts are more viral than blog articles hosted externally. Additionally, having all the comments from logged-in members on the article directly, a better user experience, and the ability to drive leads without sending users off the platform to consult articles are further benefits of this new feature.
The introduction of sponsored articles on LinkedIn adds a new dimension to the platform’s advertising offerings. This feature provides companies with an additional tool to promote their content, reach a wider audience, and generate leads directly through LinkedIn. This is a positive development for marketers as it provides a more seamless and integrated way to engage with users and promote their content without having to redirect them to an external website.
As LinkedIn continues to evolve its advertising options, sponsored articles offer a way for marketers to leverage their existing content and engage with users on the platform in a more direct and impactful manner. The ability to promote articles, add CTAs, and drive leads within the LinkedIn ecosystem can help businesses achieve their marketing objectives and further establish their brand presence on the platform.
Overall, the introduction of sponsored articles on LinkedIn represents a valuable addition to the platform’s advertising capabilities. This feature aligns with the growing trend of in-app advertising and provides marketers with a new way to engage with their target audience and drive meaningful results directly on LinkedIn. As this feature continues to roll out and evolve, it is likely to become an integral part of many companies’ marketing strategies on the platform.