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LinkedIn makes content push

LinkedIn has launched three new initiatives to push content marketing. The features are:

Sponsored Updates Partners

Sponsored Updates Partners will provide brands and agencies with campaign management tools to effectively and efficiently manage and optimise large Sponsored Updates campaigns. They also make it more efficient for brands to use a single dashboard to manage their paid content activities on multiple social channels. Other services offered include managed services to oversee campaign activities on behalf of the client.

LinkedIn is launching the program with five of the industry’s top companies, including AdStage, Brand Networks, SHIFT, the Salesforce ExactTarget Marketing Cloud (which includes, and Unified Social. Pilot results show an overall lift of more than 30% in engagement rates on customer’s Sponsored Updates campaigns, significantly higher than on prior campaigns without partner services, it said.

Content Partners Program

To manage the ongoing challenge of having enough quality content to share with audiences, the Content Partners program will connect companies with publishers, platforms, and original content producers to help them deliver content under their own brand name.

Ten companies have been certified as part of this program, including publishers Bloomberg, CBS Interactive, and IDG; content platforms Newscred and Percolate; and custom content creators such as Atlantic Media Strategies, Contently, Freshwire, and SJR.

Sponsored InMail on Mobile

Sponsored InMail is now available on mobile platforms (iPhone, Android, and mobile web). Where members could previously only see sponsored messages on desktop, this move now means that marketers can engage targeted audiences with personalised, valuable content on mobile – which currently drives more than half of LinkedIn Inbox page views.



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