LinkedIn recently introduced sponsored newsletters for company pages, allowing brands to promote their content to a wider audience through paid boost. This feature is now being expanded to include newsletters created by other users on the platform. This means that brands can now leverage the popularity of newsletters created by thought leaders in their niche to further enhance their branding efforts.
Sponsored articles on LinkedIn are individual standalone posts, while sponsored newsletter articles are part of serialized newsletters that members can subscribe to. By sponsoring a newsletter, brands can increase their exposure and reach a more targeted audience. This comes with an ongoing cost, but the potential benefits in terms of engagement and brand visibility are significant.
Brands can now select a newsletter article from their own content library in Campaign Manager or boost an article from their organization’s Page Admin view. This allows them to effectively sponsor user-generated content and expand their reach through paid promotion. Creators are notified when a request to sponsor their newsletter comes through, giving them the option to approve or deny the request as they see fit.
Enhancing Lead Generation
Sponsored newsletter articles under the “Lead Generation” objective come with an “Unlock Article” call-to-action button. This requires users to enter their details in order to access the full content, providing brands with valuable leads and enhancing their lead generation efforts. With newsletters gaining popularity on LinkedIn, this could be a strategic move for brands looking to connect with a more targeted audience.
Future Opportunities for Creators
While creators currently cannot generate income through ad revenue share, sponsored newsletters present an opportunity for them to gain more exposure for their work. As LinkedIn continues to expand its sponsored content options, there may be potential for creators to monetize their content in the future. This could incentivize creators to invest more time and effort into their LinkedIn content, ultimately benefiting both brands and creators alike.
Sponsored newsletters on LinkedIn offer brands a valuable opportunity to promote their content to a more targeted audience and enhance their branding efforts. By leveraging user-generated newsletters and expanding their reach through paid promotion, brands can effectively connect with their established audience and reach new potential customers. As LinkedIn continues to evolve its sponsored content options, there may be even more opportunities for brands and creators to collaborate and benefit from the platform’s growing popularity.
Leave a Reply