LinkedIn’s New Sponsored Articles: What to Know

2024 is already off to a good start for LinkedIn given the launch of a promising new ad type: sponsored articles, a format that allows advertisers to promote blog content right in a user’s feed to enhance content visibility and engagement. 

With the new feature, company account admins will have the ability to boost previously published articles by adding a call-to-action (CTA) button that encourages users to fill out their information to view the content in full. 

New call-to-action

 

In this post, I’ll look at a few reasons I think Sponsored Articles could be a nice development for LinkedIn advertisers.

 

Frictionless UX

Because this feature keeps users on LinkedIn to read your article (and increases in-app engagement for LinkedIn), I expect the experience to lead to a nice conversion rate for folks prioritizing leads. 

 

A better set-up for virality

Content plugged into LinkedIn’s platform (rather than hosted externally) will help advertisers get potentially important information in front of a lot more users, with mechanics for sharing and lead collection now all available in the LI interface.

 

A test-and-learn environment

Let’s say a company has a killer blog post that’s gotten good traction on LinkedIn through organic posting. This kind of content – shareable and already proving to be engaging – is definitely worth testing as a sponsored article to see the difference in engagement and conversion between site traffic and an in-platform experience.

One other benefit is the potential for lower engagement costs – since LinkedIn is a relatively pricey platform, a more cost-effective method to get users into your CRM would be welcome.

 

Learn how you can scale B2B accounts in LinkedIn Ads.

 


 

We’ll keep an eye on the relative costs of this feature as we test it for clients, so stay tuned to the JDM blog!

 

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