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Should you sponsor blog posts on LinkedIn? We did the testing, so you don’t have to

By May 5, 2022No Comments

Having a hard time justifying the cost of sponsoring a blog post or infographic on LinkedIn? Before you skip over the Boost button, consider the impact that all types of content can have on your lead pipeline.

What content is worthy of lead generation ad spend?

The general rule of thumb is that blog posts are lower-equity content and not as worthy of paid sponsorship as their high-value webinar and white paper counterparts.

We work with a variety of life sciences companies on lead generation campaigns, and I can’t tell you the number of times my colleagues and I have been challenged and doubted for suggesting we sponsor a blog post or infographic on LinkedIn.

But, here at Clarity Quest, we challenge conventional content marketing wisdom and have tested whether sponsoring blog posts and infographics on LinkedIn would generate leads with an eager client who wanted to prove us wrong. This is what makes marketing fun!

Putting LinkedIn sponsored content to the test

After 8 weeks of sponsoring our client’s “lower-equity” content on LinkedIn in addition to their traditional “high-equity” content, the “low-equity” blog posts and infographics generated 72% of their leads.

Waiting until you have a full library of high-equity content can hold you back from progressing in your lead generation journey.

Should you be promoting more “low-equity” content?

Waiting until you have a full library of high-equity content can hold you back from progressing in your lead generation journey.

We get it. Every company, product, and audience is different. And your strategy depends on your goals. But, we challenge you to shift your mindset and test something new.

As we recommended to our client in the example above, leverage your current content to support your digital marketing and advertising strategy. Let blog posts and infographics work for you while you develop longer-form pieces. The constant drumbeat in the market will keep your brand top of mind, increase your followers, and help you learn what resonates. And you will get some leads along the way.

Interested in learning more about developing a strategic content strategy, plan, and library? We can’t wait to meet you.

Lindsay Groth

Author Lindsay Groth

Lindsay is an Account & Business Development Director at Clarity Quest. She spent 15 years as an in-house marketing leader before joining the agency world. To learn more about Lindsay, please visit our leadership page.

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