LinkedIn is expanding its suite of advertising options with a new feature that allows brands to sponsor user-generated newsletters. This latest update builds on the platform’s previous launch of sponsored newsletters for company pages and opens new doors for brands seeking to amplify their reach through influential content creators.
Until now, LinkedIn’s sponsored content options primarily focused on standalone articles and company page newsletters. However, the new feature enables brands to extend their reach by sponsoring newsletters created by individual LinkedIn members.
Key Features of the New Sponsorship Option:
Broader Reach: Brands can now promote their message through popular user-generated newsletters, which tap into established audiences already engaged with high-quality, relevant content. This offers a strategic advantage by aligning brand messaging with content that resonates with target audiences.
Enhanced Exposure: By sponsoring newsletters, brands gain access to serialized content that offers ongoing engagement opportunities. Unlike standalone sponsored articles, newsletters provide a continuous platform for building brand presence and driving deeper interactions with subscribers.
Campaign Manager Integration: The process is streamlined through LinkedIn’s Campaign Manager. Brands can select newsletters from their own content library or choose user-generated newsletters for sponsorship. This integration allows for easy management and tracking of sponsored content efforts.
Lead Generation Opportunities: For newsletters under the “Lead Generation” objective, LinkedIn introduces a gated “Unlock Article” CTA button. This feature requires users to enter their details to access the full content, providing an effective means for capturing leads while promoting valuable insights.
LinkedIn’s expansion of its sponsored newsletter feature is a natural evolution of its content marketing tools. By offering brands the ability to sponsor user-generated content, LinkedIn enhances its value proposition as a platform for both advertisers and content creators. This update aligns with LinkedIn’s ongoing efforts to provide diverse and dynamic ways for brands to engage with professionals and thought leaders across the platform.
Source: Social Media Today
