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8 of the Best Content Marketing Examples



8 of the Best Content Marketing Examples

“Why didn’t I think of that?”

The best content marketing examples inspire other marketers. All content marketers want to produce content so good that it sparks joy in its intended audience – and performs well as a result. It doesn’t hurt if it earns a little envy from peers, too.

“Unicorn” content initiatives don’t appear out of thin air. Coming up with fresh ideas, aligning them to your strategic goals and audience interests, and supporting them with a thoughtful distribution and promotion plan takes work.

No one else’s map will get you there, but you can find inspiration for your map. Our latest collection of the best content marketing – 35 Examples of Brands That Are Winning With Content – shows leading B2B and B2C companies that exceeded audience expectations – and their marketing goals – with novel content approaches and creative executions.

Here’s a peek at eight of my favorite initiatives and the lessons they teach:

Lesson 1: Document your strategy for agility

Developing (and documenting) your content marketing strategy can do more than just focus your team on content types and channels. It can guide your direction when you must adapt to unexpected marketplace shifts, new behavior patterns, or emerging audience challenges – something we’ve all faced a lot of in the past few years.

Case in point: Leading Through Change

In March 2020, the world changed seemingly overnight. Salesforce responded to the new realities of pandemic-related business operations almost as quickly, launching its Leading Through Change content initiative on March 17. For the record, that was three days before California issued shelter-in-place orders and airports effectively shut down.

Leading Through Change takes a multimedia, multinational content approach that spans broadcast, on-demand video, blogs, audio, online learning modules, and social media channels in over 20 countries and 15 languages.

To develop all that content and tackle topics like well-being at work, upskilling, and vaccine management, Salesforce teamed up with recognized subject matter experts, CEOs, and other business luminaries across industries. For example, they published a series of articles and videos based on interviews with Dr. David Agus, including this one about why companies should consider hiring a chief health officer. Salesforce also created a resource center with guides such as its COVID-19 Response Playbook and a handbook on How To Safely Reopen Your Business.

Lesson 2: Increase content resonance with personalized relevance

Audiences naturally gravitate toward brands they relate to on a personal level – whether they share a sense of style, a passion for a hobby or activity, or an affinity for a value or belief. The more your audience can see themselves in your content, the more likely they’ll engage and act on it.

Audiences naturally gravitate toward brands they relate to on a personal level, says @joderama via @CMIContent @corpv. #ContentMarketing Click To Tweet

Personalizing content around their life experiences and the things they care about can plant the seeds to grow deeper, more resonant connections with them – even when you’re marketing a B2B product or service that rarely sparks joy in anyone’s mind. Exhibit an understanding of a relevant topic of concern, then show your business considers it a priority, too. Ultimately, letting consumers know you see them as people can help increase their trust in your brand – and their level of satisfaction with the services they purchase.

Case in point: Bulb Energy Green Impact Reports

You might recognize the importance of energy sustainability, but when was the last time you explored your power bill to see what the utility company had to say about the topic – let alone were entertained and inspired by the way they reported it?

For customers of UK utility provider Bulb Energy, the answer might surprise you. Bulb sends personalized emails summarizing the customer’s reduced impact on the environment when using renewable electricity and green gas. It extrapolates that data with fun illustrations, such as a comparison of the carbon dioxide savings to the weight of a dinosaur breed or how lowered emissions in the UK can help improve the lives of families in Ghana. Whether their customers are merely curious about their carbon footprint or actively implement sustainability best practices, Bulb’s emails provide powerful motivation to amp up their conservation efforts.

Lesson 3: Support the customers who support your business

What’s even more powerful than showing you understand your customers’ concerns and challenges? Providing them with the tools and know-how to overcome them.

Delivering educational insights and tactical advice is a staple of content marketing. But when you present that information so it can easily be implemented, your content becomes a living testimonial that your brand has more to offer than products and services.

Case in point: The Ultimate Virtual Selling Toolkit

Global sales training company RAIN Group fielded a survey to more than 500 buyers and sellers early in the pandemic to find out how its services and expertise might be needed. The results informed the company’s decision to steer clients through unfamiliar challenges. The multifaceted branded content campaign full of data, helpful tools, and targeted advice was designed to acclimate clients and customers to virtual sales.

First, RAIN Group shared a summary of top-line survey findings in its Virtual Selling Skills & Challenges gated report. Then it released the complete findings in an e-book – Virtual Selling: How to Build Relationships, Differentiate, and Win Sales Remotely. Other related assets included a virtual selling checklist, slide decks, infographics, and blog posts, leading up to the publication of its gated Ultimate Virtual Selling Toolkit, which includes guides, conversation planners, and more.

RAIN Group achieved its goal of helping its customers navigate the virtual sales space and earned the 2021 Content Marketing Award for Best B2B Branded Content Campaign. The effort also hit some impressive marketing milestones, including:

  • 4,400-plus downloads of its research report
  • 9,000 e-book copies sold
  • 66,000 views of its blogs, infographics, and slide decks
  • 15-plus new closed/won deals


Lesson 4: Invite influential thought leaders to play with your brand

Influencers have become a hot commodity in the marketing world, with some high-profile personalities commanding six-figure (or more) salaries to insert their partner brands into their social media conversations. Yet, one of the technique’s most common critiques remains: “How do we know the person behind the handle is truly familiar with the product they’re pitching?”

Asking influencers to co-create content with your brand is a great way to overcome those authenticity accusations.

Asking influencers to co-create #content with your brand is a great way to overcome authenticity accusations, says @joderama via @CMIContent @corpv. Click To Tweet

It also can help your content to stand out from other brands your influencer spokesperson may talk about and provide the flexibility to reuse for other purposes and platforms.

Case in point: Experience Points

Customer experience management firm Avtex Solutions set out to stand out by approaching its marketing goals with an entertaining, influencer-driven platform of video content. The resulting online series Experience Points is part game show and part expert discussion.

Avtex partnered with two leading industry influencers to serve as hosts and invited high-profile customer experience experts and practitioners to participate as contestants. Each episode consists of three mini-games in which contestants earn cash for their favorite charity by answering CX (customer experience) questions and sharing insights on what it takes to deliver an exceptional customer experience.

Whether the contestants get the answers right or wrong, the series is a win for Avtex, which exceeded its impression, web visit, and video view goals. It also won the Best Use of Influencer Marketing prize at the 2021 Content Marketing Awards. Even better, Experience Points forged a connection with new industry experts and influencers, which resulted in organic recommendations to new prospective clients.

Lesson 5: Slay your awareness challenges by making a scene on social

A single hashtag might not seem like a high-consideration campaign element. Yet, with the right planning, vetting, and creative reinforcement, it can launch a new initiative into the collective social consciousness and cultivate a thriving, branded community where your audience can share their passions.

But don’t arbitrarily stuff popular hashtags into all your brand’s posts in the hopes of capturing unearned attention. Create and use uniquely recognizable key phrases to provide a space for like-minded fans to gather, express their ideas, and show off their skills.

Case in point: #LegendaryChallenge

In 2020, WarnerMedia launched its new streaming service, HBO Max, and premiered a groundbreaking LGBTQIA+-focused reality competition. The show Legendary takes viewers into the thriving “voguing” scene known as ballroom. To generate awareness and excitement for the show among its youthful target demographic, HBO’s content team took to social media to create conversations and dance-related activities that lean into the shared desire for authentic self-expression.

Key components of the campaign included the #LegendaryChallenge on TikTok, which offered lessons on the choreographies used in the show’s theme tune. Signature moves and conversations about the importance of ballroom dancing for the LGBTQIA+ community were shared on Instagram Stories to amplify show highlights known as “gagging” moments.

The brand also amplified and supported those efforts by engaging trusted LGBTQIA+ influencers and popular media publishers to promote Legendary on their own social channels.


Report: The Neuroscience of Digital Content

Your buyers are using digital content to discover, understand, and narrow their options before they make a buying decision. But, what makes content memorable?! Download the report.

Lesson 6: Give fans something substantive to talk about

Cause marketing has skyrocketed in popularity, as consumers (particularly younger generations) increasingly go out of their way to support brands that put their money where their mouths are – especially when they’re talking about issues like sustainability; diversity, equity, and inclusivity; and giving back to their local communities.

In fact, 2021 Survey Monkey research found 78% of consumers say they made a purchase based on values in the past year, and 55% say they are much more likely to purchase from a company that shares their values.

55% of consumers say they are much more likely to purchase from a company that shares their values, according to @SurveyMonkey #research via @joderama @CMIContent @corpv. Click To Tweet

To compel your audience to use their wallets to vote in your favor, do more than send a press release whenever your brand contributes to the greater good. Use the opportunity to create ongoing conversations that help further your philanthropic missions.

Case in point: A Nut Above

After killing its venerable Mr. Peanut mascot – and resurrecting it as an infant, baby-Groot style – for its 2020 Super Bowl spot, Kraft Heinz snack brand Planters sat out of the media circus the following year in favor of a more fulfilling, cause-centric marketing approach.

Instead of spending the estimated $5 million on a flashy one-time ad, Planters used that money to reward people (and organizations) whose “little acts of extraordinary substance make the world a better place,” as the campaign’s kickoff video explains.

Sanjiv Gajiwala, U.S. chief growth officer at Kraft Heinz, told CNBC the campaign represents a new direction for the company’s marketing. “Instead of the brand talking about itself … the company wants to have more frequent, everyday connections,” the article notes. As Sanjiv told them: “For us, that means reorienting our marketing teams to focus on agility, to think about how we can generate more meaningful content that gets connected to our consumers in more creative ways. And most importantly, around moments that matter to the consumer.”

Lesson 7: Highlight the people behind your products

Behind-the-scenes videos are a great way to make your company and team personable and relatable. Highlight day-to-day operations, your offices, your manufacturing processes, or intriguing aspects of the business that audiences don’t always get to see.

To lend your video stories more credibility, consider interviewing employees, talking to your vendors, or filming conversations with your best customers. All these things can give consumers a clearer idea of how your company works, what’s unique about it, and who’s helping to make it a success. If your videos are entertaining as well as informative, the viewers are more likely to share your brand story with others.

Case in point: Behind the Scenes With the Storytellers

Digital asset management platform PhotoShelter developed process-oriented videos of innovative creative campaigns for its audience of marketers, photographers, and artists. The resulting series provides a window into the creative strategies of top brands like GE, the Premier Lacrosse League, and the University of Maryland Medical System.

The videos dig down into what makes the brand exceptional and how creators put its advantages to work – something other on-screen brand showcases struggle to capture and convey authentically. By letting its customers share their use cases and experiences – in their own voices – PhotoShelter gets its message across through human emotion rather than pitchy promotion.

Lesson 8: Spark virtual event interest with the VIP treatment

When social gatherings were paused in favor of social distancing, many businesses pivoted to virtual events. While the transition to digital tours may have been a short-term necessity, brands discovered it takes more than a visual simulation to coax consumers to log on, let alone stay engaged for the duration.

To create an incentive, enhance your online events with unique offers and opportunities – like exclusive downloads, live networking chat rooms, or one-on-one conversations with your speakers and sponsors. Consider adding personalized touches like giveaways or on-camera shout-outs to build anticipation and make the experience more exciting and interactive.

Case in point: Twilight Homes – VIP Virtual Grand Openings

Twilight Homes wanted a safe and effective way to share its new community with interested homeowners and real-estate agents. Like most of its industry competitors, Twilight pivoted to virtual showings via Zoom during the height of the pandemic. But those events typically lacked the excitement and personal attention its VIP clientele expected.

Twilight made its events more interactive and memorable – delivering exclusive, custom-curated Viewer Packs to entice its VIP clients into accepting its Zoom invitations. The packs were stuffed with informative materials on home designs, the community, and the company, as well as Twilight-branded stickers, keychains, hand sanitizer, socks, and face masks. The company also helped support the economy in its native New Mexico by including coffee and gift cards for food delivery from local businesses.

The first VIP Virtual Grand Opening created such interest that Twilight sold out its inventory. The effort also grew the brand’s name recognition among local businesses and helped increase new home sales by almost 62% year over year.

Insights + inspiration = exemplary performance

Want even more creative ideas and helpful tips for applying them to your content program? Download 35 Examples of Brands That Are Winning With Content for 28 more, including looks inside successful efforts from brands like SAP, Oreo, Shopify, and others. Not only have these efforts earned the attention of their audiences, but many have also earned the admiration of their fellow marketers – and the Content Marketing Awards to prove it.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

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Is a Marketing Degree Worth it in 2023?



Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  


  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration


  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 


You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 

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How the LinkedIn Algorithm Works in 2023 [Updated]



How the LinkedIn Algorithm Works in 2023 [Updated]

LinkedIn bills itself as “the world’s largest professional network” — and they have the numbers to prove it. With over 875 million members in more than 200 countries and regions, LinkedIn is immensely popular and well-used. On top of the sheer size of the platform, nearly 25% of users are senior-level influencers; about 10 million are categorized as C-level executives, and LinkedIn classifies 63 million as “decision makers.”

If you’re a B2B marketer or brand, you probably already know this social media platform offers you an excellent opportunity to reach your target demographic. However, seizing that opportunity is easier said than done since LinkedIn uses a unique algorithm to serve content to users.

In this article, we will walk through how the LinkedIn algorithm works in 2023, best practices for beating the algorithm with organic content, and how brands can elevate their presence on the platform.

What is the LinkedIn Algorithm?

The LinkedIn algorithm is a formula that determines which content gets seen by certain users on the platform. It’s designed to make each user’s newsfeed as relevant and interesting to them as possible to increase engagement and time spent on the platform. In this way, the LinkedIn algorithm is similar to the Facebook or TikTok algorithm, though LinkedIn’s is slightly more transparent (which is good news!). 

In fact, LinkedIn itself is a good source for demystifying the algorithm and understanding what content is prioritized for members. But the general function of the LinkedIn algorithm is to review and assess billions of posts every day and position those that are most authentic, substantive and relevant to each user at the top of their feeds.  

How the algorithm achieves that function is a little more complex.

How the LinkedIn Algorithm Works in 2023

LinkedIn users’ feeds don’t show posts in chronological order. Instead, the LinkedIn algorithm determines which posts show up at the top of users’ feeds, meaning that sometimes users see older or more popular posts before they see more recent ones.

Several factors influence the LinkedIn algorithm, and the factors change relatively often. Let’s take a closer look.

1. Assess and Filter Content by Quality

When someone posts on LinkedIn, the algorithm determines whether it’s spam, low-quality, or high-quality content. High-quality content is cleared, low-quality content undergoes additional screening, and spam content is eliminated. 


  • Spam – Content flagged as spam can have poor grammar, contain multiple links within the post, tag more than five people, use more than ten hashtags (or use expressly prescriptive hashtags like #follow, #like, and #comment) or be one of multiple postings from the same user within three hours. 
  • Low-quality – Content categorized as low quality isn’t spam but is judged as not particularly relevant to the audience. These posts can be hard to read, tag people who are unlikely to respond or interact, or deal with topics too broad to be interesting to users.  
  • High-quality – “Clear” content is easy to read, encourages engagement, incorporates strong keywords, uses three or fewer hashtags, and reserves outbound links to the comments. In other words, it’s something your audience will want to read or see and react to in a substantive way.


2. Test Post Engagement with a Small Follower Group

Once a post has made it through the spam filter, the algorithm distributes it to a small subset of your followers for a short time (about an hour) to test its ability to generate engagement. If this group of followers likes, comments or shares the post within this “golden hour,” the LinkedIn algorithm will push it to more people. 

If, on the other hand, the post is ignored, or your followers choose to hide it from their feeds (or, worst of all, mark it as spam), the algorithm will not share it further.  

3. Expand the Audience Based on Ranking Signals

If the algorithm decides your post is worthy of being sent to a broader audience, it will use a series of three ranking signals to determine exactly who sees it: personal connection, interest relevance and engagement probability. 

These signals boil down to the level of connection between you and the user who potentially sees the post, that user’s interest in the content’s topic and the likelihood of that user interacting with the content. We’ll break down exactly what these ranking signals are further in the post.

4. Additional Spam Checks and Continued Engagement Monitoring

Even after a post is pushed to a broader audience, the LinkedIn algorithm continues monitoring how users perceive it in terms of quality. If your content is marked as spam or entirely ignored by the new audience group, LinkedIn will stop showing it to those audiences. On the other hand, if your post resonates with new audiences, LinkedIn will keep the post in rotation. So long as the post gets a steady stream of engagement, posts can stay in circulation for months.

8 Best Practices to Make the LinkedIn Algorithm Work for You

 Understanding how the LinkedIn algorithm works is the first step to reaching more people on LinkedIn and ensuring your content is well-received and engaging. The next step is optimizing your content based on the factors the algorithm prioritizes to maximize its effect. This is where mastering the ranking signals comes into play.

Here are eight tips for crafting high-performing LinkedIn content:

1. Know What’s Relevant to Your Audience

Relevance is what the algorithm prizes above all other content qualities. For LinkedIn, relevance translates to engagement, which leads to more time spent on the platform, which results in more ad revenue and continued growth. Following this tip will win you points in the “interest relevance” and “engagement probability” ranking categories. 

The entire LinkedIn ecosystem is set up to prioritize highly relevant content. To ensure your posts are relevant, create content focused on your niche and your audience’s specific needs and interests. As LinkedIn’s then-Director of Product Management Linda Leung explained in 2022, “we are continuously investing in the teams, tools, and technology to ensure that the content that you see on your feed adds value to your professional journey.” 

Use customer research and analytics from other social media platforms to learn more about what your audience wants to know. Focus on creating high-quality, valuable content that helps professionals succeed in formats they prefer (for example, videos, which get three times the average engagement of text-only posts). But above all, posting content that is personal and has industry relevance is vital. 

2. Post at the Right Time

As with most things, timing is crucial for successful LinkedIn posts. It’s even more critical when considering the “golden hour” testing process integral to the algorithm’s rankings. Remember, how much interaction a post gets within the first hour after it’s published determines whether it gets pushed to a broader audience. That means posting at the optimal time when your followers are online and primed to respond is a central factor to success.

You are the best judge of when your top LinkedIn followers and people in your network are most likely to be on the platform and engaging with content. But for the general public, data suggests the best time to post is at 9:00 a.m. EST on Tuesdays and Wednesdays. Cross-reference these times with your own analytics and knowledge about your audience — like a common time zone, for example — to find the best time for your posts.

3. Encourage Engagement

Your post format can play a significant role in user engagement. The LinkedIn algorithm doesn’t explicitly prioritize videos over photo and text posts, but LinkedIn’s internal research has found video ads are five times more likely to start conversations compared to other types of promoted content. 

Asking a question is another great way to encourage interaction with your post. If you’re sharing industry insights, open the conversation to commenters by asking them to share their opinions or experiences on the topic. 

Additionally, tagging someone in your LinkedIn post can expand its reach, but only tag relevant users and people likely to engage with the post. You don’t automatically get in front of a celebrity’s entire following just because you tagged them. In fact, the algorithm’s spam filter can penalize your post for that. But when you tag someone relevant, the tagged person’s connections and followers will also see your post in their feeds. 

4. … But don’t beg users to engage

The LinkedIn algorithm penalizes posts and hashtags that expressly ask for an engagement action like a follow or a comment. In an official blog post from May 2022, LinkedIn said that it “won’t be promoting” posts that “ask or encourage the community to engage with content via likes or reactions posted with the exclusive intent of boosting reach on the platform.” Essentially, content that begs for engagement is now considered low-quality and should be avoided.

5. Promote new posts on non-LinkedIn channels

LinkedIn doesn’t exist in a vacuum, and neither do its users. Content that gains traction in other channels can help boost LinkedIn posts and vice versa. Sharing posts on your website, other social media platforms, or with coworkers can spark the initial engagement required for a viral LinkedIn post. Promoting content on other channels can also encourage inactive LinkedIn users to re-engage with the platform, and that interaction will be interpreted as net new engagement for your post.

6. Keep Your Posts Professional

As the “professional social networking site,” LinkedIn has a well-honed identity that extends to the type of content it favors. Specifically, business-related content that users will find relevant and helpful to their careers or within their industry. 

This might seem common sense, but it can be tempting to think that content that earns lots of clicks or likes on other social media platforms will perform similarly when cross-posted on LinkedIn. Unfortunately (or fortunately), hilarious memes, TikTok dance clips and personal videos don’t resonate with the LinkedIn algorithm. 

7. Avoid Outbound Links

The urge to include an outbound link in a LinkedIn post is real, especially for B2B marketers using LinkedIn to generate leads and traffic to their websites. But this is universally regarded as a tactic to avoid. LinkedIn wants to keep users on the platform and engaging; link-outs defeat that purpose. Therefore, the algorithm tends to downgrade content that includes an outbound link. 

Posts without outbound links enjoyed six times more reach than posts containing links. Does that mean there’s no room for a link to your brand’s website or blog with additional resources? No. But the best practice is creating content that encourages a conversation and letting the audience request an outbound link. If you feel compelled to link to something off-platform, include that link in the comments. 

8. Keep an Eye on SSI

LinkedIn has a proprietary metric called the Social Selling Index, which measures “how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships.” Per LinkedIn, social selling leaders create 45% more opportunities than those users with lower SSI scores.

A higher SSI boosts users’ posts closer to the top of their audience’s feeds. While this impacts post visibility for individual posters rather than brands and companies, it remains a significant influence on LinkedIn’s algorithm and is worth noting. 

Source: Business 2 Community

An Overview of Ranking Signals on LinkedIn’s Algorithm

As mentioned earlier, there are three ranking signals the LinkedIn algorithm uses to rank posts in a user’s feed:

  1. Personal connections
  2. Interest relevance
  3. Engagement probability

And here’s how each signal impacts a post’s ranking:

Personal Connections

In 2019, LinkedIn began deprioritizing content from mega influencers (think Oprah and Richard Brandon) and instead began highlighting content from users’ personal connections. To determine a user’s connections, LinkedIn considers these two things:

  1. Who a user works with or has previously worked with
  2. Who a user has interacted with before on the platform

At the top of the feed, users now see posts by people they engage with often and by anyone who posts consistently. Users also see more posts from connections with whom they share interests and skills (according to their LinkedIn profiles). 

That said, as of 2022, LinkedIn is also “creating more ways to follow people throughout the feed experience,” including thought leaders, industry experts, and creators that may be outside of a user’s network. So it’s important to remember that personal connection is just one factor influencing post ranking.

Interest relevance

Relevance is another of the three ranking signals – and in many ways, the most important one. LinkedIn explains on its engineering blog: “We already have a strong set of explicit and implicit signals that provide context on what content a member may find interesting based on their social connections and the Knowledge Graph (e.g., a company that they follow, or news widely shared within their company).”

LinkedIn also uses what they call an “interest graph” that represents the relationships between users and a variety of topics. This lets the LinkedIn algorithm measure the following:

  • How interested users are in certain topics
  • How related are different topics to one another
  • Which connections share a user’s interests

The algorithm also considers the companies, people, hashtags, and topics mentioned in a post to predict interest. To maximize the interest relevance ranking, you have to understand your target audience and craft content that they’ll find relevant.

Engagement Probability

Interaction plays a significant role in a post’s ranking on LinkedIn. The platform uses machine learning to rank interaction in two ways:

  1. How likely a user is to comment on, share, or react to a post based on the content and people they have interacted with
  2. How quickly a post starts receiving engagement after it’s published. The faster users interact with a post, the more likely it will appear at the top of others’ feeds

Users who regularly interact with others’ posts in their LinkedIn feed are more likely to see interactions on their content, which in turn means that they’ll be more likely to show up on other people’s feeds.

Elevate Your Brand’s LinkedIn Presence

The LinkedIn algorithm can seem intimidating, but it really isn’t. It relies on a series of rules and ranking measures that can be understood and mastered to present users with content they find helpful in their professional lives.

Knowing that the algorithm prioritizes engagement, relevance and connection will help get your posts in front of more LinkedIn users and improve your overall performance on the platform. And by following the eight best practices outlined in this article, you’ll be able to keep your audience’s interest and create plenty of opportunities for them to engage with your content. 

Tinuiti helps brands strengthen relationships with new and current customers through expert social media strategy and brilliant creative. Reach out to our Paid Social services team to learn how to start advancing your LinkedIn strategy today.

Editor’s Note: This post was originally published in September 2021 and has been regularly updated for freshness, accuracy, and comprehensiveness.

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A Digital Practioner’s Guide to Starting the New Year Right



A Digital Practioner’s Guide to Starting the New Year Right

It’s that time of year again – the holiday excitement has faded as we fall back into the workweek. With a year’s worth of work stretched in front of us, there can be both a sense of opportunity and overwhelmedness 

Because transitioning back into the swing of things can be daunting, We’ve gathered key takeaways from the previous year, global Opticon Tour, and how we can successfully apply those learnings in 2023.  

1. “Work about work” is holding teams back. Take this chance to declutter.  

Consider the reality of what most digital teams are up against. When it comes to managing the content lifecycle, draft documents that are stored in separate places and disparate tools that don’t work together are the norm for many. With no centralized point of communication and cumbersome workflows, it can take forever for teams to create and approve content, and work is often duplicated or unused.  

After work is completed, it can be easy to dismiss the headaches caused by inefficient, siloed workflows and processes. But the long-term effects of inefficient and bulky collaboration can be detrimental to a brand’s digital experience – and bottom line. (Those who joined us in San Diego at Opticon might recall this concept played out via ). 

Digital teams with unwieldy content lifecycles can take back control using , saving countless hours and frustration over the year.  

2. Change is constant. Set your team up to be adaptive. 

We all know how difficult it is to create amazing customer experiences these days. The world is moving faster than ever, and change is constant and chaotic with uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations (thanks, Amazon), and a tight talent market.  

To not only stay the course but to also grow in this unpredictable environment, it’s important that teams constantly stay on the lookout for new ways to drive more sales and increase loyalty. In other words, consistently deliver modern, relevant, and personalized commerce experiences.  

But keeping pace doesn’t necessarily mean working harder. Optimizely’s Monetize solutions, teams can drive sales and loyalty with fewer costs and efforts.  

3. Data fuels a great customer experience. Test and optimize every touchpoint. 

As practitioners, we all know that the best customer experience wins.  

When teams don’t clearly understand what’s happening and when, they miss the mark. With little patience and high expectations, today’s customers will simply switch to a competitor that better understands them and provides a more personalized experience.  

But when teams work together to inject data across silos, they have the insight needed to make the right decisions and create with confidence.  

For instance, take the marketing team: with access to a slew of customer touchpoints and experimentation data, marketers should be a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions.  

With customer-centricity at the heart of any great digital experience, the best experiences are fueled by data uncovered by high-velocity experimentation. Consider the power that Optimizely’s Experimentation products can have on your entire team’s ability to unlock personalized insights and better connect with customers.  

Hopefully, your new year is off to a great start – but if you’re feeling a little off track, contact Optimizely today to learn more about our DXP can impact your business and set you up for a successful and productive year.  

A special thanks to our sponsors at Opticon London – Microsoft, Google Cloud, Valtech, and Siteimprove – and Opticon Stockholm – Microsoft, Google Cloud, Valtech, and Contentsquare. 

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