LinkedIn unveils sponsored updates and content partners to help brands and agencies scale content marketing efforts

LinkedIn has launched two new types of certified marketing partners - sponsored updates partners and content partners – with the aim to improve ROI and help companies deliver content under their own brand name, respectively.

Penry Price, vice president of global sales for marketing solutions at LinkedIn, explained: “Our sponsored updates partners provide customers with advanced tools, powered by our APIs, to manage their Sponsored Updates campaigns, while our content partners provide access to high-quality content to enhance an advertiser’s activities on LinkedIn.”

Launched with AdStage, Brand Networks, SHIFT, the Salesforce ExactTarget Marketing Cloud and Unified Social, the sponsored updates partners will provide campaign management tools that make it easier for brands and agencies to manage and optimise large Sponsored Updates campaigns.

“During the pilot with partners, our customers experienced an overall lift of more than 30 per cent in engagement rates on their Sponsored Updates campaigns, higher than what they saw during prior campaigns without partner services,” Price added.

Through LinkedIn’s content partners’ scheme, the aim is to allow brands to have greater access to the most relevant information for their target audience, with ten companies certified, including The Atlantic, Bloomberg, CBS Interactive, and IDG Communications.

According to Price, “This effort connects companies with publishers, platforms, and original content producers to help them deliver content under their own brand name.

“During our pilot phase, we had several customers perform in the top one per cent for all Sponsored Updates campaigns using the content provided by our partners.”

The move comes only weeks after LinkedIn launched LinkedIn Content Marketing Score (CMS), a data-driven tool which looks to help brands measure how effective their paid and organic content is on the platform.

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