Using LinkedIn Sponsored Content to Reach New Audiences

January 5, 2017

Editor’s Note: This blog post is part of a 14-day series on running successful LinkedIn Sponsored Content. View the previous blog post here.

Once you’ve set up your Company Page, you can use LinkedIn to grow your company’s following and to expand its reach, both organically and through Sponsored Content.

When publishing content on LinkedIn, it’s important to understand the platform works and how to best leverage it in your own content strategy. Let’s dive in.

The first thing LinkedIn members see when they log in is a feed containing shared content and job updates from their network.

Now that you have a great Company Page, your Company Page feed is prime real estate for your followers to see your content updates. While organic content only shows up in your Company Page followers’ feeds, Sponsored Content ads let you target beyond your LinkedIn Company Page followers based on how you set up, target and pay for advertising.

This enables you to take a piece of content that, for example, is already performing well organically and use it to get in front of new prospects that are now interacting with your brand on LinkedIn.

After you’ve familiarized yourself with the overall platform, login to LinkedIn’s Campaign Manager -- where you’ll set up your Sponsored Content campaigns -- to start looking at targeting features and options.

Tomorrow we’ll explore how to identify a target audience for your Sponsored Content. In the interim, download LinkedIn and HubSpot's complete 2 Week Sponsored Content Planner