LinkedIn has introduced a new feature allowing companies to amplify their reach through sponsored Newsletters. This development expands the platform's content promotion capabilities, offering businesses a new way to engage with their target audience and drive subscriptions.
Key Features and Limitations:
Availability: The feature is being gradually rolled out, so some users may not have access yet.
Authorship Restrictions: Currently, only newsletter articles authored by companies and posted organically on Company Pages can be sponsored. Member-authored newsletters are not eligible for sponsorship at this time, though LinkedIn plans to add this capability in the future.
Campaign Objectives: Sponsored newsletter articles currently support only brand awareness and engagement campaign objectives.
Promotion Methods: Companies can sponsor newsletter articles as single image ads using the Content Library in Campaign Manager or boost them through Company Pages.
Promoted Tag: All sponsored articles and newsletters will display a "Promoted" tag to indicate paid content.
Differences Between Sponsored Articles and Newsletter Articles
Sponsored Articles:
- Can be used for brand awareness, engagement, and lead generation campaigns.
- Allow promotion of articles from thought leaders and Company Pages.
- Lead generation campaigns include a default "Unlock article" call-to-action button, opening a lead form in the feed.
Sponsored Newsletter Articles:
- Limited to brand awareness and engagement campaigns.
- Focus on recurring, serialized content that members can subscribe to.
Important Considerations:
- The Content Library only displays the first post linking to a specific article or newsletter, filtering out subsequent posts to the same content.
- Lead generation objective for sponsored articles is not yet supported by LinkedIn Audience Network.
This new feature marks a significant evolution in LinkedIn's content strategy, bridging organic content with paid promotion. It offers companies a powerful tool to expand their reach, enhance thought leadership, and grow their subscriber base on the platform.
This update was first spotted by Lindsay. For more detailed information, you can visit the LinkedIn Help Center article.
