LinkedIn has recently introduced a new tool for marketers: sponsored articles. This addition provides brands with an extra way to increase brand awareness, boost engagement, and drive lead generation. LinkedIn users no longer need to leave the platform to read sponsored content, which is expected to enhance engagement.
The method of sponsored articles on LinkedIn
When a business account publishes an article on LinkedIn, administrators now have the option to promote it. This promotion includes a call-to-action button, such as "Unlock Article," which encourages users to sign up to view the full content. This feature is similar to LinkedIn's lead generation ads, but the direct connection to interaction within the app is beneficial for both LinkedIn and businesses.
Accessibility and rollout of the feature
Currently, only articles written by companies are eligible for sponsorship. The LinkedIn product team is actively working on developing additional features that are expected to be released soon. Sponsored posts have already been rolled out to the majority of business accounts, although some brands may not yet have access to this feature.
Benefits of Sponsored Articles According to LinkedIn
Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, highlighted the benefits of this new product for advertisers and brands:
Utilizing existing content on the LinkedIn page.
Sponsored posts are more viral than externally hosted blog articles.
Direct responses from logged-in members on the article itself.
Better user experience (UX).
Generating leads without sending LinkedIn users away to read the article.
New opportunities for effective online marketing
LinkedIn's sponsored articles offer new opportunities for brands to communicate effectively within the LinkedIn platform. This development promises increased user engagement and a stronger connection between brands and their target audience.
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