11 Tips for OptimizingYour Sponsored Content on LinkedIn

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5COMPELLING CONTENT

TYPES FOR THE LINKEDIN MINDSET

#LinkedInEDU

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#1: Help members stay current

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#2: Offer professional developmentInspire your audience

#LinkedInEDU

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#3: Offer leadership & productivityMake your audience leaders of tomorrow

#LinkedInEDU

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#4: Share industry trendsHelp your audience plan for the future

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#5: Produce peer research / ideasUse social proof to appeal to your audience

#LinkedInEDU

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Top updates for education: advice, information &

reputation

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Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel

Brand MessagingThought Leadership

Awareness(Ungated)

Discovery

Selection(Gate

d)

Registration, Download Information, Meet with an Enrollment Counselor

Rankings, News, Career Advice, Courses/Degrees

Program Value, Student Testimonials, Blog Content

Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials

Bottom FunnelLead FocusedDirect Messaging #LinkedInEDU

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6TIPS TO OPTIMIZE CONTENT FOR THE

FEED

#LinkedInEDU

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#1: Customize image, headline & urgencyAll three must work in concert

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Try writing in different perspectivesThe Helpful Advisor

The Conversationalist

The Cliffhanger

Start by explaining how your piece of content will help your target achieve professional success.

Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more.

Make a bold statement or aska question to spark a conversation and get your audience to react.

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#2: Invest in great imagesCustom images generate higher engagement

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#3: Use a consistent brand identityBuild brand memory

#LinkedInEDU

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#4: Learn to write great headlinesCreate multiple versions

http://aminstitute.com/headline

http://hubspot.com/blog-topic-generator

#LinkedInEDU

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#5: Less content, more testingThe content isn’t always bad, sometimes just the framing

is

120% LIFT

#LinkedInEDU

#6: And have funStand out. Top updates are entertaining.

#LinkedInEDU17