LinkedIn has become an increasingly important platform for businesses to reach their target audiences. With over 722 million users worldwide, it offers a huge opportunity for companies to promote their brand and content. LinkedIn provides two main options for businesses to get their content and messaging in front of LinkedIn users – sponsored content and direct sponsored content. But what exactly is the difference between these two types of sponsored posts on LinkedIn?
Sponsored Content
Sponsored content refers to branded content that appears in the LinkedIn feed like regular user generated content. It allows businesses to publish content to increase awareness and generate leads. Sponsored posts on LinkedIn look and feel just like native posts and content shared by connections. They are labeled as “Sponsored” at the top so that users know it is a paid advertisement, but otherwise the content blends right into the feed.
Some key things to know about LinkedIn sponsored content:
Appears in the Feed
The key difference compared to direct sponsored content is that sponsored posts appear directly in the LinkedIn feed like any other content shared on the platform. They are designed to fit naturally into the user experience.
In-Feed Native Format
Sponsored content matches the native format of regular posts users see from their connections. This includes options like adding images, videos, carousels, etc. The goal is to create branded posts that feel natural and relevant in the LinkedIn feed.
Targeting Capabilities
Sponsored content allows for targeting options based on location, demographics, interests, company, job role, and more. Businesses can define their ideal audience and have their posts served to those users.
Pay-Per-Click Model
Sponsored content works on a cost-per-click (CPC) pricing model. Advertisers only pay when users click on the sponsored posts. The CPC rate depends on factors like competition, quality score, and audience targeting parameters.
Limited Post Length
One restriction of sponsored posts is that they have a limited text length of 700 characters. However, room for a compelling message, headline, link, image, and call-to-action.
Direct Sponsored Content
Direct sponsored content refers to paid partnerships where brands can publish native-looking articles hosted on LinkedIn that promote their business, products or services.
Here are some key things to know about direct sponsored content on LinkedIn:
Long-Form Articles
Unlike sponsored posts, direct sponsored content allows for long-form articles with no limits on length. This content is typically 600+ words to enable in-depth storytelling, education, and engagement.
Appear on Profile & In Feed
Direct sponsored articles appear both on the brand’s LinkedIn Page and in the feed of targeted members. This increases content reach and visibility.
Sponsored Tag
These articles include a tag at the top such as “Sponsored by [Company]” so users understand it is paid content. The content otherwise looks and feels like a regular article.
Advanced Targeting
Similar targeting options are available as sponsored content based on location, job role, company size, interests, and more. Content can be laser-targeted to the ideal audience.
Lead Generation
Lead gen forms can be added to collect contact information from users that engage with the articles. This helps drive tangible leads and ROI.
Cost-Per-Impression
Direct sponsored content pricing is based on cost-per-thousand impressions (CPM), unlike the CPC model for sponsored posts. Advertisers pay based on article views.
When to Use Each Option
So when should you use sponsored content versus direct sponsored articles to achieve your marketing objectives? Here are some best practices:
Use Sponsored Content For:
- Driving website traffic
- Increasing brand awareness
- Promoting thought leadership
- Sharing news, trends, and insights
- Engaging your audience
Sponsored posts are best for broader awareness and traffic goals given the in-feed native format. They allow brands to tap into the power of the LinkedIn feed.
Use Direct Sponsored Content For:
- Educating prospects
- Nurturing leads
- Publishing gated assets
- Establishing credibility
- Generating and capturing leads
The long-form articles are ideal for more in-depth content, lead gen offers, and showcasing expertise around topics.
Key Differences Summary
Here is a table summarizing the main differences:
| Sponsored Content | Direct Sponsored Content |
|---|---|
| In-feed sponsored posts | Sponsored long-form articles |
| 700 character limit | No limits on length |
| Appears in feed only | Appears in feed & on brand profile |
| Cost-per-click model | Cost-per-impression model |
| Limited targeting options | Advanced targeting options |
| Drive traffic, awareness | Lead generation, education |
Tips for Success
Here are some top tips to make the most of sponsored content and direct sponsored content on LinkedIn:
Sponsored Content Tips
- Keep messaging clear, concise, and compelling
- Leverage visuals – images, video, slides
- Write catchy headlines
- Include a strong call-to-action
- Split test content for higher engagement
- Target content carefully
Direct Sponsored Content Tips
- Create truly educational, value-driven articles
- Align content to audience interests and pain points
- Include multimedia for increased engagement
- Promote lead gen offers to capture contacts
- Leverage thought leadership and influencers
- Optimize content for organic search
Conclusion
In summary, sponsored content and direct sponsored content both allow brands to reach LinkedIn users, but work best for different goals. Sponsored posts drive awareness and website traffic with their native in-feed format. Direct sponsored articles enable more in-depth content and lead generation with their long-form style.
Businesses should leverage both options as part of a complete LinkedIn marketing strategy. With proper audience targeting and compelling content, brands can achieve strong results. The key is using each content format for its strengths – sponsored for reach and traffic, direct sponsored for education and leads.
