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utility-navigation-section"> <p class="free-links-message"></p> <ul class="free-links-list"> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-linkedin-marketing-labs" class="free-link"> <a href="https://training.marketing.linkedin.com/?trk=lms-tlt" title="Learn the science of marketing to professionals on LinkedIn with free courses and certifications" target="_blank"> LinkedIn Marketing Labs </a> </li> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-help-center" class="free-link"> <a href="https://www.linkedin.com/help/lms?trk=lms-tlt" title="Visit the Advertiser Help Center" target="_blank"> Help Center </a> </li> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-blog" class="free-link"> <a href="https://www.linkedin.com/business/marketing/blog?trk=lms-tlt" title="Visit the LinkedIn Ads Blog" target="_blank"> Blog </a> </li> </ul> </div> </div> </nav> </div> </nav> </div> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-advertising' class="secondary-navigation-wrapper advanced" data-menu="item_1" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_1"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_1" aria-label="Advertising link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Advertising</h3> </div> <div class="secondary-nav-overview non-desktop-only"> <a href="/marketing-solutions/ads" class="secondary-nav-link js-analytics-event" title="Advertising" data-analytics-config="{"category":"Internal","action":"click - Advertising","label":"/content/me/business/en-us/marketing-solutions/ads - header","componentId":"header_999613099"}"> </a> </div> <div class="inherited-column-frame column-frame main-container padding-gutter "> <div class="column-frame-foreground content-margin"> <div class="columns-container"> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> How to get started </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/linkedin-pages" title="Create a LinkedIn Page" data-analytics-config="{"category":"Internal","action":"click - Create a LinkedIn Page","label":"/content/me/business/en-us/marketing-solutions/linkedin-pages.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1063777034"}"> Create a LinkedIn Page </a> <p class="link-list-caption ">First, build your company's brand and build trust with your community.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/campaign-manager" title="Campaign Manager" data-analytics-config="{"category":"Internal","action":"click - Campaign Manager","label":"/content/me/business/en-us/marketing-solutions/campaign-manager.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1063777035"}"> Campaign Manager </a> <p class="link-list-caption ">Second, create your first ad campaign on LinkedIn's ad platform.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="https://www.linkedin.com/ads/create?trk=lms-36" title="Sign in to Campaign Manager" target="_blank" data-analytics-config="{"category":"External LinkedIn","action":"click - Sign in to Campaign Manager","label":"https://www.linkedin.com/ads/create?trk=lms-36 - header - inherited-column-frame - inherited-column","componentId":"actionable-content_1702443088"}"> Sign in to Campaign Manager </a> </section> </section> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> Ad Formats </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/native-advertising?trk=lms-25" title="Sponsored Content" data-analytics-config="{"category":"Internal","action":"click - Sponsored Content","label":"/content/me/business/en-us/marketing-solutions/native-advertising.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438241"}"> Sponsored Content </a> <p class="link-list-caption ">Reach and engage a professional audience in the LinkedIn feed.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/sponsored-messaging?trk=lms-25" title="Sponsored Messaging" data-analytics-config="{"category":"Internal","action":"click - Sponsored Messaging","label":"/content/me/business/en-us/marketing-solutions/sponsored-messaging.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438240"}"> Sponsored Messaging </a> <p class="link-list-caption ">Engage your prospects where professional conversations happen.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/dynamic-ads?trk=lms-25" title="Dynamic Ads" data-analytics-config="{"category":"Internal","action":"click - Dynamic Ads","label":"/content/me/business/en-us/marketing-solutions/dynamic-ads.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438239"}"> Dynamic Ads </a> <p class="link-list-caption ">Engage prospects with ads automatically personalized to them.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ppc-advertising?trk=lms-25" title="Text Ads" data-analytics-config="{"category":"Internal","action":"click - Text Ads","label":"/content/me/business/en-us/marketing-solutions/ppc-advertising.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438238"}"> Text Ads </a> <p class="link-list-caption ">Self-service ad formats to create campaigns in minutes.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="/marketing-solutions/ads?trk=lms-25" title="See all Ad formats" data-analytics-config="{"category":"Internal","action":"click - See all Ad formats","label":"/content/me/business/en-us/marketing-solutions/ads.html?trk=lms-25 - header - inherited-column-frame - inherited-column","componentId":"actionable-content_1748052337"}"> See all Ad formats </a> </section> </section> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> Learn More </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ads/pricing?trk=lms-36b" title="Pricing" data-analytics-config="{"category":"Internal","action":"click - Pricing","label":"/content/me/business/en-us/marketing-solutions/ads/pricing.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590132"}"> Pricing </a> <p class="link-list-caption ">Discover how much it costs to advertise on LinkedIn.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ad-targeting?trk=lms-36b" title="Targeting" data-analytics-config="{"category":"Internal","action":"click - Targeting","label":"/content/me/business/en-us/marketing-solutions/ad-targeting.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590131"}"> Targeting </a> <p class="link-list-caption ">Reach the people who matter most to your business.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/generate-leads?trk=lms-36b" title="Lead Generation" data-analytics-config="{"category":"Internal","action":"click - Lead Generation","label":"/content/me/business/en-us/marketing-solutions/generate-leads.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590130"}"> Lead Generation </a> <p class="link-list-caption ">Qualified leads come from a quality audience on LinkedIn.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/boosting?trk=lms-36b" title="Boosting" data-analytics-config="{"category":"Internal","action":"click - Boosting","label":"/content/me/business/en-us/marketing-solutions/boosting.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590129"}"> Boosting </a> <p class="link-list-caption ">An easy way to reach new audiences by amplifying your best content.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/conversion-tracking?trk=lms-36b" title="Conversion Tracking" data-analytics-config="{"category":"Internal","action":"click - Conversion Tracking","label":"/content/me/business/en-us/marketing-solutions/conversion-tracking.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590128"}"> Conversion Tracking </a> <p class="link-list-caption ">Measure the true impact of your LinkedIn ads.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/reporting-analytics?trk=lms-36b" title="Reporting & Analytics" data-analytics-config="{"category":"Internal","action":"click - Reporting & Analytics","label":"/content/me/business/en-us/marketing-solutions/reporting-analytics.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590127"}"> Reporting & Analytics </a> <p class="link-list-caption ">Measure the ROI of your LinkedIn ads.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/objective-based-advertising?trk=lms-36b" title="Objective Based" data-analytics-config="{"category":"Internal","action":"click - Objective Based Advertising","label":"/content/me/business/en-us/marketing-solutions/success/objective-based-advertising.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590126"}"> Objective Based Advertising </a> <p class="link-list-caption ">Choose your LinkedIn ad format based on your objective and customer journey.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="/marketing-solutions/success/best-practices" title="Ad Tips & Best Practices" data-analytics-config="{"category":"Internal","action":"click - Ad Tips & Best Practices","label":"/content/me/business/en-us/marketing-solutions/success/best-practices.html - header - inherited-column-frame - inherited-column","componentId":"actionable-content_903580466"}"> Ad Tips & Best Practices </a> </section> </section> </div> </div> </div> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-why-linkedin' class="secondary-navigation-wrapper basic" data-menu="item_6" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_6"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_6" aria-label="Why LinkedIn link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Why LinkedIn</h3> </div> <div class="secondary-nav-overview-basic non-desktop-only"> <a href="/marketing-solutions/why-advertise-on-linkedin?trk=lms-36b-h" class="secondary-nav-link-basic js-analytics-event" title="Why LinkedIn" data-analytics-config="{"category":"Internal","action":"click - Why LinkedIn","label":"/content/me/business/en-us/marketing-solutions/why-advertise-on-linkedin?trk=lms-36b-h - header","componentId":"header_999613099"}"> </a> </div> <nav> <ul class="link-list "> <li class="link-list-item"> <a href="/marketing-solutions/why-advertise-on-linkedin" class="link-list-link js-analytics-event" title="Why LinkedIn"> Why LinkedIn </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/audience" class="link-list-link js-analytics-event" title="Our Audience"> Our Audience </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/success/marketing-case-studies" class="link-list-link js-analytics-event" title="Customer Stories"> Customer Stories </a> </li> </ul> </nav> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-linkedin-pages' class="secondary-navigation-wrapper basic" data-menu="item_5" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_5"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_5" aria-label="LinkedIn Pages link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">LinkedIn Pages</h3> </div> <div class="secondary-nav-overview-basic non-desktop-only"> <a href="/marketing-solutions/linkedin-pages" class="secondary-nav-link-basic js-analytics-event" title="LinkedIn Pages" data-analytics-config="{"category":"Internal","action":"click - LinkedIn Pages","label":"/content/me/business/en-us/marketing-solutions/linkedin-pages - header","componentId":"header_999613099"}"> </a> </div> <nav> <ul class="link-list "> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages" class="link-list-link js-analytics-event" title="Create a LinkedIn Page"> Create a LinkedIn Page </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages/best-practices" class="link-list-link js-analytics-event" title="LinkedIn Pages Best Practices"> LinkedIn Pages Best Practices </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/my-company-tab" class="link-list-link js-analytics-event" title="My Company"> My Company </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages/showcase-pages" class="link-list-link js-analytics-event" title="Showcase Pages"> Showcase Pages </a> </li> </ul> </nav> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-resources' class="secondary-navigation-wrapper advanced" data-menu="item_3" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_3"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_3" aria-label="Resources link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Resources</h3> </div> <div class="secondary-nav-overview non-desktop-only"> <a href="/marketing-solutions/success" class="secondary-nav-link js-analytics-event" title="Resources" data-analytics-config="{"category":"Internal","action":"click - Resources","label":"/content/me/business/en-us/marketing-solutions/success - header","componentId":"header_999613099"}"> </a> </div> <div class="inherited-column-frame column-frame main-container padding-gutter "> <div class="column-frame-foreground content-margin"> <div class="columns-container"> <section class="inherited-column-wrapper column-4 no-link no-headline"> <section class="inherited-column default"> <section class="inherited-column-content-wrapper headline-comp-padding"> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> Getting Started </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/getting-started" title="How to Create a Campaign" data-analytics-config="{"category":"Internal","action":"click - How to Create a Campaign","label":"/content/me/business/en-us/marketing-solutions/success/getting-started.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_181768201"}"> How to Create a Campaign </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/ads-guide" title="Ads Specs" data-analytics-config="{"category":"Internal","action":"click - Ads Specs","label":"/content/me/business/en-us/marketing-solutions/success/ads-guide.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_181768202"}"> Ads Specs </a> </li> </ul> </nav> </div> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> Learn </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success" title="Success Hub" data-analytics-config="{"category":"Internal","action":"click - Success Hub","label":"/content/me/business/en-us/marketing-solutions/success.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915382"}"> Success Hub </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/marketing-training-certification" title="Learning Courses & Certifications" data-analytics-config="{"category":"Internal","action":"click - Learning Courses & Certifications","label":"/content/me/business/en-us/marketing-solutions/success/marketing-training-certification.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915381"}"> Learning Courses & Certifications </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads" title="LinkedIn Ads Blog" target="_blank" data-analytics-config="{"category":"External LinkedIn","action":"click - LinkedIn Ads Blog","label":"https://www.linkedin.com/business/marketing/blog/linkedin-ads - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915380"}"> LinkedIn Ads Blog </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/marketing-terms" title="Marketing Glossary" data-analytics-config="{"category":"Internal","action":"click - Marketing Glossary","label":"/content/me/business/en-us/marketing-solutions/success/marketing-terms.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915379"}"> Marketing Glossary </a> </li> </ul> </nav> </div> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> By Business Type </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/small-business-advertising" title="Small Businesses" data-analytics-config="{"category":"Internal","action":"click - Small Businesses","label":"/content/me/business/en-us/marketing-solutions/success/small-business-advertising.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598965"}"> Small Businesses </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/marketing-agencies" title="Agencies" data-analytics-config="{"category":"Internal","action":"click - Agencies","label":"/content/me/business/en-us/marketing-solutions/marketing-agencies.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598964"}"> Agencies </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/marketing-partners" title="Partners" data-analytics-config="{"category":"Internal","action":"click - Partners","label":"/content/me/business/en-us/marketing-solutions/marketing-partners.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598963"}"> Partners </a> </li> </ul> </nav> </div> </section> </section> </section> </div> </div> </div> </nav> </div> </header> </div> </section> <section class="page-alert-container"> </section> <script type="text/template" id="page-alert-template"> <div class="alert notice page-alert hidden" role="alert" tabindex="-1"> <div class="page-alert-wrapper"> <p class="page-alert-message"></p> <button class="page-alert-dismiss"> <li-icon class="filter-frame-close-button-icon" type="cancel-icon" size="small" a11y-text="Dismiss Alert"></li-icon> <span class="a11y-hidden">Dismiss Alert</span> </button> </div> </div> </script> <div class="container js-root-container"> <div class="wrapper"> <section id="main" class="site-wrapper" role="main"> <section id="content" class="site-content frame group"> <div class="banner parbase section"> <section id="top" data-anchorable class="banner-component has-responsive-height dark-polychrome has-background has-full-background " data-responsive-height="225px,275px,250px,200px,200px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_2006589302" data-component-js-load-path="components/content/banner"> <div class="banner-background background-color solid solid-dark-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="banner-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port.jpg"/></picture> </div> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_2006589302"> <h1 class="banner-headline headline-66"> Brand Awareness </h1> <p class="banner-subheadline subheadline-17"> <a href="/marketing-solutions/success">Back to Success Hub</a> </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="150px,115px,125px,385px,385px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1405547407" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-dark-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-nav-dsk.jpg/jcr:content/renditions/bg-nav-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="150px,115px,125px,385px,385px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_1354061506" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1354061506"> <p class="banner-subheadline subheadline-21"> <a href="#intro">Intro</a> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_388748829" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_388748829"> <p class="banner-subheadline subheadline-21"> <a href="#audience">Audience</a> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_2131559164" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_2131559164"> <p class="banner-subheadline subheadline-21"> <a href="#content">Content & Creative</a> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-4"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_420597797" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_420597797"> <p class="banner-subheadline subheadline-21"> <a href="#measurement">Measurement</a> </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="intro" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="200px,175px,225px,200px,275px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1338440194" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-1-dsk.jpg/jcr:content/renditions/bg-1-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="200px,175px,225px,200px,275px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1500687186" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_732026784" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_732026784"> <h2 class="banner-headline headline-42"> Building and Measuring Brand Awareness on LinkedIn </h2> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="770px,730px,950px,600px,825px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_554842627" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-dskv2.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-2-dsk.jpg/jcr:content/renditions/bg-2-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="770px,730px,950px,600px,825px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_863945650" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1288859456" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1288859456"> <p class="banner-headline headline-subheadline-26"> Greetings, marketers! We’re here to give you the most succinct and straightforward primer for success with branding on LinkedIn. </p> <p class="banner-subheadline subheadline-17"> <br/> To help you along your learning journey, we’ll include plenty of links to guides and content with additional information. Ready? Let’s get started. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2095609675" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_2095609675"> <p class="banner-headline headline-subheadline-26"> What is Brand Awareness? </p> <p class="banner-subheadline subheadline-17"> <br/> LinkedIn hosts an ever-expanding member base of more than 590 million professionals who use the platform to network, research, and grow their careers. This mindset and intent makes LinkedIn a uniquely powerful social media channel for B2B marketers.<br/> <br/> Offering a full suite of products to help companies gain relevant visibility and recognition with their most valuable audiences, LinkedIn has proven a sound branding investment, which is why <strong>97% of B2B marketers </strong>utilize it for their content marketing efforts. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1210950505" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1210950505"> <p class="banner-headline headline-subheadline-26"> Identifying Brand Awareness Objectives </p> <p class="banner-subheadline subheadline-17"> <br/> Before you get started with branding on LinkedIn, it’s important to establish specific desired outcomes. These three objectives are commonly tied to a brand awareness campaign: </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="425px,425px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_609254801" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-v2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-v2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-v2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-v2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-3-v2-dsk.jpg/jcr:content/renditions/bg-3-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="425px,425px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_245008007" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2117206568" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-4 to-21" id="banner-content-container-banner_2117206568"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Increased Reach </p> <p class="banner-subheadline subheadline-17"> <br/> Growing the exposure of your content is a primary goal of brand awareness campaigns. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_434950393" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_434950393"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/more-followers-icon-v2.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> More Followers </p> <p class="banner-subheadline subheadline-17"> <br/> Increasing your follower count helps build a foundation for sustained, organic reach. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1307859942" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-4 to-21" id="banner-content-container-banner_1307859942"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/infographic-icon-v2.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Higher Engagement </p> <p class="banner-subheadline subheadline-17"> <br/> Getting members to interact with your content will help increase the stickiness of your messages. </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="800px,700px,700px,725px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_769947228" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-4-dsk.jpg/jcr:content/renditions/bg-4-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="800px,700px,700px,725px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_418646291" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1891334561" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1891334561"> <p class="banner-subheadline subheadline-17"> LinkedIn helps marketers achieve these objectives through organic and paid content with sophisticated targeting to ensure you’re gaining awareness with the right people. In-depth analytics tools allow you to meaningfully report on results and prove the impact of your digital branding campaigns. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-3-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://training.marketing.linkedin.com/using-linkedin-for-brand-awareness" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn%20for%20Brand%20Awareness-v2-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn%20for%20Brand%20Awareness-v2-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn%20for%20Brand%20Awareness-v2-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn%20for%20Brand%20Awareness-v2-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn%20for%20Brand%20Awareness-v2-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn-for-Brand-Awareness-v2.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> Marketing Labs Free Course: Using LinkedIn for Brand Awareness </p> <p class="promo-cta"> Learn Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/wp/linkedin-marketing-solutions-mindset-divide.pdf" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-2.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> The Mindset Divide: Revealing how emotions differ between personal and professional networks </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="550px,475px,620px,360px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1367460081" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-5-dsk.jpg/jcr:content/renditions/bg-5-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="550px,475px,620px,360px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1074035488" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="150px,140px,180px,85px,115px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_192981294" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_192981294"> <p class="banner-headline headline-34"> How Branding Complements and Contributes to Lead Generation Marketing </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_984706979" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_984706979"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Without awareness, there can be no lead. There is a very real interplay between these two tactics, with one feeding into the next. </p> <p class="banner-subheadline subheadline-17"> <br/> Research from IPA shows that, while direct response and short-term activations can cause sales spikes, a persistent focus on brand-building yields greater return over the long haul.[2] This relationship is presented visually in the following chart from IPA’s report: </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="600px,600px,425px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2026922423" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-6-dsk.jpg/jcr:content/renditions/bg-6-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="600px,600px,425px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="embed parbase section"> <div> <div class="image-component"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/timescales-infographic.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="700px,650px,825px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1610043233" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-7-dsk.jpg/jcr:content/renditions/bg-7-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="700px,650px,825px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_292674382" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1341050884" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1341050884"> <p class="banner-subheadline subheadline-17"> <strong><a href="http://effworks.co.uk/wp-content/uploads/2017/10/MEDIA_IN_FOCUS_FINAL_PDF_909.pdf" rel="nofollow">● Chart Source</a></strong> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_505017764" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_505017764"> <p class="banner-subheadline subheadline-17"> Generating familiarity with your target audience is critical. Well executed brand awareness campaigns help foster consistent growth for lead generation initiatives. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2141826897" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_2141826897"> <p class="banner-headline headline-subheadline-26"> Why Being First to Mind Matters for B2B Companies </p> <p class="banner-subheadline subheadline-17"> <br/> Today’s buying committees are larger and more distributed than ever. In the ideal scenario, an influential decision maker will encounter the exact piece of content they need from your company at the perfect moment, but a more realistic and sustainable model involves cultivating a positive and memorable impression so your brand comes to mind when purchase discussions take place. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1153419781" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1153419781"> <p class="banner-headline headline-subheadline-26"> The True Value of Thought Leadership </p> <p class="banner-subheadline subheadline-17"> <br/> Thought leadership represents the intersection between B2B brand awareness and lead generation, helping to frame your company and its leaders as trustworthy, authoritative sources. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="600px,550px,565px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_541719511" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-8-dsk.jpg/jcr:content/renditions/bg-8-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="600px,550px,565px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1021125974" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline subheadline-21"> Consider these thought leadership statistics: </p> </header> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1403927675" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1403927675"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/75-percent-stat.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> 75% of would-be buyers say thought leadership helps them determine which vendor to put on their short list. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_338882660" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_338882660"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/79-percent-stat.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> 79% of would-be buyers point to thought leadership as critical for determining which providers they want to learn more about. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2081692995" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_2081692995"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/9-out-of-10-stat.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Nine out of 10 B2B decision makers find thought leadership important, and nearly half of all C-suite executives spend at least an hour engaging with this content weekly. </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="575px,525px,525px,1100px,950px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1804788231" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-9-dsk.jpg/jcr:content/renditions/bg-9-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="575px,525px,525px,1100px,950px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_628896884" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height 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data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-1.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-1.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-1.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-1.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-1.png.original.png"/></picture> </div> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1332032410" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin 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(min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/leadership-infographic-2.png.original.png"/></picture> </div> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="775px,675px,650px,725px,690px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1692048106" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-10-dsk.jpg/jcr:content/renditions/bg-10-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="775px,675px,650px,725px,690px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_765449224" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_765449224"> <p class="banner-subheadline subheadline-17"> <strong><a href="https://www.edelman.com/b2b-thought-leadership/" rel="nofollow">● Chart Source</a></strong> </p> </div> </div> </section> </div> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-2-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable 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class="promo-text"> The True Value of Thought Leadership </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2016/pdfs/LNK_SG_ThoughtLeadership_Digital_v04.01.pdf" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-4.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source 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data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-4.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> The Sophisticated Marketer’s Guide to Thought Leadership </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " 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https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-11-dsk.jpg/jcr:content/renditions/bg-11-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="200px,175px,225px,200px,275px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_393582233" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_827824568" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_827824568"> <p class="banner-headline headline-42"> Branding Campaigns on LinkedIn: Finding Your Audience </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="675px,680px,850px,775px,975px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_863116655" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-12-v2-dsk.jpg/jcr:content/renditions/bg-12-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="675px,680px,850px,775px,975px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1503317471" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1351534512" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_880112034" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_880112034"> <p class="banner-headline headline-subheadline-26"> Targeting Buyer Personas for Branding on LinkedIn </p> <p class="banner-subheadline subheadline-17"> <br/> So we know it’s important to build brand awareness and establish thought leadership. But with whom? Understanding your target audience and how they operate is essential to effective marketing. One of the biggest strengths of leveraging LinkedIn lies in the ability to access rich member profile data and utilize precise targeting filters.<br/> <br/> As you begin to strategize campaigns and build a content roadmap, you’ll want to answer these important questions: </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_994640025" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_937920184" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_937920184"> <p class="banner-subheadline subheadline-21"> <br/> What is our current position in the market, relative to competitors? </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_804890151" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_804890151"> <p class="banner-subheadline subheadline-21"> <br/> How do our customers view us, and how do we want to be viewed? </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1747266810" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1747266810"> <p class="banner-subheadline subheadline-21"> <br/> What is our desired audience generally interested in? How can we align with it? </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_104213933" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_776939205" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_776939205"> <p class="banner-subheadline subheadline-17"> <br/> If you aren’t sure, don’t worry: there are tools that can help surface these insights. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="800px,780px,775px,775px,725px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1752454677" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-13-dsk.jpg/jcr:content/renditions/bg-13-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="800px,780px,775px,775px,725px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_992718587" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_764938922" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1127267256" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1127267256"> <p class="banner-headline headline-subheadline-26"> Understanding Your Audience with LinkedIn Website Demographics </p> <p class="banner-subheadline subheadline-17"> <br/> Oftentimes, marketers rely on guesswork and assumptions when analyzing audience traits. At least, they used to. Today you can become more sophisticated and purposeful in this process.<br/> <br/> At LinkedIn, we offer a tool called <a href="https://www.linkedin.com/help/lms/answer/82351/linkedin-website-demographics-overview?lang=en" rel="nofollow">Website Demographics</a>, which enables you to learn about the people who visit your site, helpfully informing future campaigns. By adding an Insight Tag to your website, you can collect aggregate data around professional attributes of your visitors — job title, seniority, function, company, industry, location, etc. You can then use this information to set targeting parameters for future campaigns. </p> </div> </div> </section> </div> <div class="embed parbase section"> <div> <div class="content-margin video-component light-monochrome" data-component-js-load-path="components/element/video" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <div class="video-container js-embed-container "> <div class="video-container-filler" style="padding-top: 56.25%"></div> <figure class="video-container-content js-embed-video-container" aria-label="media-player"> <iframe src="https://www.youtube-nocookie.com/embed/uFNGMes58tg?rel=0&autohide=1&playsinline=0&html5=1&wmode=opaque&autoplay=0" frameborder="0" allowfullscreen title="YouTube Embed"></iframe> </figure> </div> </div> </div> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1845731752" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align- manual-content-position from-1 to-24" id="banner-content-container-banner_1845731752"> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="550px,500px,460px,550px,515px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1210578633" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-14-dsk.jpg/jcr:content/renditions/bg-14-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="550px,500px,460px,550px,515px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-2-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/linkedin-website-demographics--how-to-create-audiences-to-track" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-5.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> LinkedIn Website Demographics: How to Create Audiences to Track </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2017/introducing-linkedin-website-demographics" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-6.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> Understand the Professional Audiences Visiting Your Website </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="715px,750px,1000px,600px,840px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1774979366" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-15-dsk.jpg/jcr:content/renditions/bg-15-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="715px,750px,1000px,600px,840px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_880728922" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_797100084" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-white"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="105px,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1749484478" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_1749484478"> <p class="banner-headline headline-34"> Targeting Strategies: General Awareness vs. ABM </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1464075849" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1464075849"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> At a high level, there are two targeting approaches marketers tend to deploy for brand awareness campaigns on LinkedIn. </p> <p class="banner-subheadline subheadline-17"> <br/> The first is a broader and more general scope (though still refined by the practices we just covered). The second is an account-based marketing (ABM) model, which involves identifying and zeroing in on high-value prospective accounts, then placing them at the center of your brand awareness efforts. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1504798448" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1504798448"> <p class="banner-headline headline-subheadline-26"> Why Target an Account List for Branding? </p> <p class="banner-subheadline subheadline-17"> <br/> One reason ABM is fast gaining popularity is because it’s more conducive to the current B2B environment, where buying committees are growing larger and more distributed; this model emphasizes building deeper awareness throughout an organization rather than only at the surface level. ABM also, vitally, brings together marketing and sales with a shared focus and shared knowledge.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="700px,650px,500px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_588565120" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-16-dsk.jpg/jcr:content/renditions/bg-16-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="700px,650px,500px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="embed parbase section"> <div> <div class="image-component"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/infographics/perception-infographicv2.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="775px,700px,700px,760px,780px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1257934571" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-17-dsk.jpg/jcr:content/renditions/bg-17-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="775px,700px,700px,760px,780px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1756845051" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_326078550" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_479895736" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_479895736"> <p class="banner-subheadline subheadline-17"> <strong><a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/cmi-linkedin-research.pdf" rel="nofollow">● Chart Source</a></strong> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" 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Sellers on the frontlines know better than anyone what kind of messaging resonates and converts with your best customers.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content 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</section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="900px,975px,1200px,725px,1075px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2016383212" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-18-dsk.jpg/jcr:content/renditions/bg-18-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="900px,975px,1200px,725px,1075px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_241371164" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_533030739" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1398097951" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1398097951"> <p class="banner-headline headline-subheadline-26"> Compiling Your Account List </p> <p class="banner-subheadline subheadline-17"> <br/> The most crucial step in launching an ABM approach is putting together the right list of target accounts. This is where a partnership with sales becomes extremely valuable. Reps know who the buyers are and how their functions connect to the decision process. With this information, you can build lookalikes and start developing a collection of accounts that profile similarly and offer serious potential.<br/> <br/> Once you’ve created your contact list, you can upload it into Campaign Manager using the <a href="https://business.linkedin.com/marketing-solutions/ad-targeting/account-targeting" rel="nofollow">Account Targeting</a> feature, which cross-references against 8 million Company Pages on LinkedIn and automatically generates a targeted segment.<br/> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_427801948" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_427801948"> <p class="banner-headline headline-subheadline-26"> Influencing the Buying Committee </p> <p class="banner-subheadline subheadline-17"> As mentioned earlier, one of the key benefits of account-based marketing is the way it’s designed to establish deeper influence in buying committees. By studying target accounts and the content they share, you can learn what resonates with them and tailor your own marketing content accordingly. Take advantage of mutual connections to create new links to expand your brand’s presence within the organization.<br/> <br/> ABM challenges marketers to think differently about their messaging because it must reach both far and wide within a single account. You’ll want to first create broader awareness across the company, because you probably don’t initially know exactly who will influence a deal. Then, as you gain more visibility and insight, you can put more resources behind tactics to specifically zero in on key people with later-stage messaging.<br/> <br/> When one member of a committee reaches out to another and says, “Hey, should we take a look at this solution from Company X?” and the other responds, “Oh yeah, I know them, they share a lot of great content on LinkedIn,” that’s a sign you’re getting it right with brand awareness. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="525px,525px,650px,450px,600px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_177086583" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-19-dsk.jpg/jcr:content/renditions/bg-19-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="525px,525px,650px,450px,600px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_964225671" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1634415818" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-white"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="105px,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2070600124" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_2070600124"> <p class="banner-headline headline-34"> Targeting Parameters for General Brand Awareness </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1384697026" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1384697026"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/lines/line-subheader.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Even if you’re not adopting an ABM model, you’ll still want to set up strategic targeting for any brand awareness campaign. </p> <p class="banner-subheadline subheadline-17"> <br/> It’s not about getting in front of professionals, it’s about getting in front of the <em>right </em>professionals. Within Campaign Manager, you’ll be able to tweak a multitude of different filters to refine your scope. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_137343253" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_137343253"> <p class="banner-headline subheadline-21"> All the different ways you can reach your target audience with LinkedIn data </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="625px,575px,425px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2028145376" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-20-dsk.jpg/jcr:content/renditions/bg-20-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="625px,575px,425px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_33645296" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_522090335" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-white"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="embed parbase section"> <div> <div class="image-component"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/group-icons.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="1000px,1050px,1325px,775px,1220px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1238788401" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-21-dsk.jpg/jcr:content/renditions/bg-21-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="1000px,1050px,1325px,775px,1220px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1244844225" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2035150576" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1890088190" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1890088190"> <p class="banner-subheadline subheadline-17"> If your aim is to raise brand awareness at scale, then define your relevant audience in the broadest terms possible. LinkedIn targeting parameters like industry, job function or broad-ranging skills are ideal for this. When you use LinkedIn Campaign Manager to set the targeting parameters for your campaign, you’ll be given an estimate of your likely audience size. For building brand awareness, you should define an audience of at least 300,000 LinkedIn members, to enable you to reach your objectives cost-effectively. This will usually involve using a maximum of two targeting parameters, and the broad scope will often lead to lower competing bids.<br/> <br/> As a marketer, these engagement rates and a low CPM provide you with valuable metrics to feed back to the business to show how your brand awareness campaign is performing. They may not track the impact of your activity all the way through to leads and conversions – but they give a useful indication of how efficiently you are filling the top of the demand generation funnel.<br/> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_746139830" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_746139830"> <p class="banner-headline headline-subheadline-26"> Retargeting on LinkedIn </p> <p class="banner-subheadline subheadline-17"> <br/> One powerful and easy way to qualify your audience for brand awareness campaigns is by taking advantage of LinkedIn’s <a href="https://business.linkedin.com/marketing-solutions/ad-targeting/website-retargeting" rel="nofollow">Website Retargeting</a> function. With the same Insight Tag used to set up Website Demographics, you can track visitors to your site and then later serve them ads on LinkedIn. Statistics show that the average click-through rate on retargeted ads is 10 times higher than a standard display ad.[5] This intuitively makes sense; familiarity matters, and past engagements with your company’s site signal some level of interest or intent.<br/> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1925055167" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1925055167"> <p class="banner-headline headline-subheadline-26"> Layered Targeting on LinkedIn </p> <p class="banner-subheadline subheadline-17"> <br/> For optimal branding results on LinkedIn, it’s best to layer different targeting facets. To maximize content impact, divvy up different audiences and personas for different campaigns to further personalization. Also, make sure not to over-target. It’s great to get specific, but when the scale becomes too limited, the campaign can suffer. As general guidelines, we recommend the following audience sizes for various LinkedIn ads:<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="1000px,950px,950px,1250px,1250px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_32750001" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-22-v2-dsk.jpg/jcr:content/renditions/bg-22-v2-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="1000px,950px,950px,1250px,1250px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1611988671" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_869728400" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2059827724" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline subheadline-21"> Keep your targeted audience size within the suggested parameters for each product </p> </header> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_193891013" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_193891013"> <p class="banner-headline subheadline-21"> <br/><br/>Sponsored Content </p> <p class="banner-subheadline subheadline-17"> <br/> 300,000+ members </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1548919322" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1548919322"> <p class="banner-headline subheadline-21"> <br/><br/>Text/Dynamic Ads </p> <p class="banner-subheadline subheadline-17"> <br/> between 60,000 and 400,000 members </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1351771780" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1351771780"> <p class="banner-headline subheadline-21"> <br/><br/>Sponsored InMail </p> <p class="banner-subheadline subheadline-17"> <br/> 100,000 or fewer members </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-3-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://training.marketing.linkedin.com/using-linkedins-ad-targeting" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn_s%20Ad%20Targeting-v2-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn_s%20Ad%20Targeting-v2-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn_s%20Ad%20Targeting-v2-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn_s%20Ad%20Targeting-v2-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg/jcr:content/renditions/Copy%20of%20Using%20LinkedIn_s%20Ad%20Targeting-v2-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/Copy-of-Using-LinkedIn_s-Ad-Targeting-v2.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> Marketing Labs Free Course: Using LinkedIn’s Ad Targeting </p> <p class="promo-cta"> Learn Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2018/pdfs/how-linkedin-turns-up-the-heat-on-their-own-marketing-campaigns.pdf" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-10.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> The Secret Sauce: How LinkedIn Turns up the Heat on Their LinkedIn Marketing Campaigns </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1371435727" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1371435727"> <div class="banner-actions"> <a href="#top" class=" banner-action banner-action-tertiary js-analytics-event" data-analytics-config="{"category":"Interaction Click","action":"click - flexible-column-frame","label":"Back to the Top","componentId":"actionable-content_1910384763"}"> Back to the Top </a> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="content" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="200px,175px,225px,150px,225px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1211682998" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-23-dsk.jpg/jcr:content/renditions/bg-23-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="200px,175px,225px,150px,225px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2071850920" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-5 to-20" id="banner-content-container-banner_2071850920"> <p class="banner-headline headline-42"> Creating Brand Awareness Content on LinkedIn </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="1050px,1075px,1415px,1225px,1625px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1415421706" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-v2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-v2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-v2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-v2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-24-v2-dsk.jpg/jcr:content/renditions/bg-24-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="1050px,1075px,1415px,1225px,1625px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_429177081" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_62434951" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_62434951"> <p class="banner-headline headline-subheadline-26"> Leverage Existing Creative for LinkedIn Brand Awareness Campaigns </p> <p class="banner-subheadline subheadline-17"> <br/> What kind of content should you create and share for branding campaigns on LinkedIn? Obviously the answer will vary depending on your company, industry, and audience. But one efficiency we generally advise is <strong>repurposing existing assets</strong>. Audit your content mix to determine what’s connecting, and then adapt it for LinkedIn’s professional audience.<br/> <br/> Here are some tips for making this happen with various channels and formats:<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_671299934" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_909931405" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_909931405"> <p class="banner-headline subheadline-21"> <br/><br/>Blog Content </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2041549957" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_2041549957"> <p class="banner-subheadline subheadline-17"> Which of your posts are performing best? You could promote one via LinkedIn to give it more juice, or flip it into a self-published post on the platform with a byline from a company leader. Additionally, you might pull compelling excerpts from blog content and build Sponsored Content with it. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1642225556" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1642225556"> <p class="banner-headline subheadline-21"> <br/><br/>Social Media Content </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1311713744" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1311713744"> <p class="banner-subheadline subheadline-17"> If you have a series of Instagram ads that are doing well, turn them into a Carousel Ad. Turn copy from AdWords campaigns into LinkedIn Text Ads. Or quickly rework Facebook Ads into Sponsored Content (no need to even change the image size). </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1518100238" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1518100238"> <p class="banner-headline subheadline-21"> <br/><br/>Video Content </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_100584779" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_100584779"> <p class="banner-subheadline subheadline-17"> Use video assets created for YouTube or other channels and run them as Sponsored Content on LinkedIn. If they have longer runtimes, it’s wise to create a condensed version for improved engagement on busy feeds. The most effective videos on LinkedIn tend to be 15 seconds or shorter. Find more <a href="https://business.linkedin.com/marketing-solutions/best-practices/ad-tips/video-ad-tips" rel="nofollow">LinkedIn video tips</a>.<br/> </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1971454523" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_839679315" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_839679315"> <p class="banner-headline headline-subheadline-26"> Best Practices for Branding Content on LinkedIn </p> <p class="banner-subheadline subheadline-17"> <p> </p> <p>As we said earlier, there is no singular “right approach” for branding content on LinkedIn. Plenty of companies have found their strides with wildly different methods. But here are some high-level best practices worth adhering to as you find yours:<br/> </p> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="675px,675px,700px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1560427469" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-25-light-dsk.jpg/jcr:content/renditions/bg-25-light-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="675px,675px,700px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights dark-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="flexible-column-frame_431773885" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_39626323" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_586380208" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_586380208"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/browser-icon-ba-light.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Make sure you have at least four pieces of content running at any time, so you can assess and compare results<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1664190751" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1664190751"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-icon-light.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> A/B test different types of creative to determine what’s working best<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_78619584" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_78619584"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/medal-icon-light.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Include your logo and other branding elements in visual assets </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1112342455" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1428885947" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1428885947"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/image-icon-light.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Don’t use boring stock images — they simply won’t stand out </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_313924388" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_313924388"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-ba-light.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Feature clear and compelling calls to action in your ads </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-4"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="650px,600px,575px,660px,650px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1277689167" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-26-dsk.jpg/jcr:content/renditions/bg-26-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="650px,600px,575px,660px,650px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1026505504" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1317334290" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1317334290"> <p class="banner-subheadline subheadline-17"> Need specifications for the various ad types on LinkedIn? Find them all covered in our <a href="https://www.linkedin.com/help/lms/topics/8154/8155/ad-specs-guidelines?lang=en" rel="nofollow">Ad Specs & Guidelines</a>. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-2-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2016/pdfs/LNK_LMS_SophisticatedGuideToContentMarketing.pdf" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-11.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> The Sophisticated Marketer’s Guide to Content Marketing </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/marketing-solutions/blog/best-practices--content-marketing/2017/-20-ways-to-repurpose-your-content" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-12.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> 20 Ways to Repurpose Your Content </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="1300px,1300px,1700px,960px,1500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1519009798" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-27-dsk.jpg/jcr:content/renditions/bg-27-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="1300px,1300px,1700px,960px,1500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_743088885" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1197323645" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1197323645"> <p class="banner-headline headline-subheadline-26"> Distribution of Branding Content on LinkedIn </p> <p class="banner-subheadline subheadline-17"> <br/> As we’ve seen, if you already have a solid content strategy in place, it won’t necessarily take too much extra work to produce a sizable slate of usable assets for LinkedIn. Once you’ve got your content lined up, it’s time to get it out there. Let’s dig into the fundamentals.<br/> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_226471733" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_226471733"> <p class="banner-headline headline-subheadline-26"> Organic Content: LinkedIn Pages vs. Showcase Pages </p> <p class="banner-subheadline subheadline-17"> <br/> Your LinkedIn Page (and related Showcase Pages) are your most important destinations for branding on LinkedIn. When someone is struck by an ad or piece of content you share on the platform, they’re likely to click on your business name and take a closer look. Additionally, LinkedIn Pages are easily discovered through search.<br/> <br/> Your <a href="https://business.linkedin.com/marketing-solutions/linkedin-pages" rel="nofollow">LinkedIn Page</a> is basically your brand hub on LinkedIn. This will include a wealth of information about your core business. <a href="https://business.linkedin.com/marketing-solutions/company-pages/showcase-pages" rel="nofollow">Showcase Pages</a> are distinct offshoots that can be used to highlight key sub-brands or business initiatives. You can share company updates and Sponsored Content directly from these pages.<br/> <br/> You can best leverage LinkedIn Pages and Showcase Pages for branding by maintaining an active posting cadence, delivering useful content for your audience, activating employee advocates, and mixing in the right amount of paid amplification. With this approach you can seek to drive engagement metrics such as clicks and comments, and even more importantly, you can increase the follower counts for these pages, building up your future audience.<br/> </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1484872249" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1484872249"> <p class="banner-subheadline subheadline-17"> You can find an in-depth collection of best practices and recommended time allotment for brand-building via LinkedIn Pages and Showcase Pages in our <a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2018/pdfs/linkedin-content-marketing-tactical-plan-with-carousel.pdf" rel="nofollow">LinkedIn Content Marketing Tactical Plan</a> guide. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1763115007" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1763115007"> <p class="banner-headline headline-subheadline-26"> Distribution Approach: Campaign vs. Always-On </p> <p class="banner-subheadline subheadline-17"> <br/> Campaigns are time-bound marketing programs with limited durations. These are core staples of the discipline. But these days, an always-on approach is becoming more prevalent. This is a customer-centric mindset that involves making your brand discoverable and reachable at all times, throughout a buyer’s journey.<br/> <br/> <a href="https://www.linkedin.com/in/mattheinz/" rel="nofollow">Matt Heinz</a> of Heinz Marketing frames the <a href="https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2017/always-on-marketing--what-it-is-and-how-to-do-it--featuring-matt" rel="nofollow">value of always-on</a>: “We don’t control when we have access to the buyer; we don’t get to control when they have access to us. We need to be ready when they are ready, and ideally it’s not just when they want to learn about your product.”<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="500px,475px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_41493634" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-28-dsk.jpg/jcr:content/renditions/bg-28-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="500px,475px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1520103537" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> <header class="component-heading-group component-heading-group-align-center " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> B2B Decision Makers Are "Always On" For Business </p> </header> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1762042592" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1762042592"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/69percent.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Research business products during their workday </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_19232257" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_19232257"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/73percent.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Are researching during the evenings </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1723578078" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1723578078"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/percentages/51percent.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Spend time researching on the weekends </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="450px,450px,550px,350px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_45922924" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-29-dsk.jpg/jcr:content/renditions/bg-29-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="450px,450px,550px,350px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_644319269" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_660481129" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_660481129"> <p class="banner-subheadline subheadline-17"> We find that the most effective approach for branding is a combination of the campaign and always-on methodologies. Fill your marketing funnel by running ad campaigns to promote webinars, ebooks, and infographics. Meanwhile, keep a steady flow of organic thought leadership content and make sure your company is interacting with members who engage with anything you publish. </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1448312732" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1448312732"> <p class="banner-headline headline-subheadline-26"> Choosing the Right Product Type for Your Branding Goals </p> <p class="banner-subheadline subheadline-17"> <br/> LinkedIn offers a number of products that can support your always-on content marketing strategy. The options you choose depend on your goals, but these three tend to be mainstays for such purposes: </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="425px,420px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_266849885" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-30-dsk.jpg/jcr:content/renditions/bg-30-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="425px,420px,475px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_145363693" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-10-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1579082442" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1579082442"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/video-icon-light.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Sponsored Content and Video </p> <p class="banner-subheadline subheadline-17"> Create visibility for your brand while inspiring trust and confidence through targeted top-of-funnel content. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-2"> </section> <section class="flexible-column-frame-column grid-10-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1219251034" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1219251034"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-add-icon.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> LinkedIn Elevate </p> <p class="banner-subheadline subheadline-17"> A structured program for activating your employees to authentically advocate and spread the word. </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="650px,675px,750px,550px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_520084056" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-31-dsk.jpg/jcr:content/renditions/bg-31-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="650px,675px,750px,550px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_81388521" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1698650789" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1698650789"> <p class="banner-headline headline-subheadline-26"> Bidding for Branding Campaigns </p> <p class="banner-subheadline subheadline-17"> <br/> Your budgeting approach will depend to some extent on your distribution approach. For campaigns, we recommend using a total budget to be spent within a defined time period. (You might also consider front-loading the campaign budget to gather insights and make adjustments.)<br/> <br/> For always-on marketing, a consistent daily allotment might be best. Make a small proportion of your budget available for brand-building each month. You can spread this budget over a range of different brand assets, picking your top-performing organic posts to use as Sponsored Content, for example. Bidding on a cost per impressions (CPM) basis, where your competing bids will be lower, will help extend the reach of your budget as well. <br/> <br/> Always keep a close eye on analytics. If the results aren’t where you want them, you may want to recalibrate your bidding, targeting or content. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_292048970" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_292048970"> <div class="banner-actions"> <a href="#top" class=" banner-action banner-action-tertiary js-analytics-event" data-analytics-config="{"category":"Interaction Click","action":"click - flexible-column-frame","label":"Back to the Top","componentId":"actionable-content_109343134"}"> Back to the Top </a> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="measurement" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="200px,175px,225px,150px,225px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1355116841" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-32-dsk.jpg/jcr:content/renditions/bg-32-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="200px,175px,225px,150px,225px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1301999945" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-6 to-19" id="banner-content-container-banner_1301999945"> <p class="banner-headline headline-42"> Measuring Brand Awareness on LinkedIn </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="800px,815px,925px,900px,1075px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1581919594" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-33-dsk.jpg/jcr:content/renditions/bg-33-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="800px,815px,925px,900px,1075px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_819138727" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1830996761" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1830996761"> <p class="banner-headline headline-subheadline-26"> Measuring Thought Leadership on LinkedIn: Why and How? </p> <p class="banner-subheadline subheadline-17"> <br/> By now we’ve established the importance of thought leadership as a B2B brand-building tool. But how do we assess the efficacy of our thought leadership content?<br/> <br/> Before you launch thought leadership campaigns, it is important to determine what you hope to get out of them. Marketers typically gauge thought leadership impact across three categories: reputation, relationships, and revenue.<br/> </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1943943048" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-16-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_629594953" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-23" id="banner-content-container-banner_629594953"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Much of what passes for so-called Thought Leadership isn't Thought Leadership. It's Thought Followership.<br/> <br/> The key to being a Thought Leader is to... well, lead. What does that mean for you? Have an undiluted point of view - don't just tell me what's going on, tell me how you feel about it, and why I should care.<br/> <br/> Thought Leaders sift through content mess to give context and perspective; because we don't need more content, but we do need more true insight. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="entity parbase section"> <section id="" data-anchorable class="entity-component content-margin filterable-content "> <div class="entity-content basic"> <div class="entity-blocks"> <div class="entity-block entity-image-wrapper"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="entity-person-image entity-image lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/quote/quotation-image.png.original.png"/></picture> </div> <div class="entity-title-wrapper entity-block"> <div class="entity-title">Ann Handley</div> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1113215382" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-2 to-23" id="banner-content-container-banner_1113215382"> <p class="banner-subheadline subheadline-17"> <em>Chief Content Officer, MarketingProfs Author, Everybody Writes, Content Rules</em> </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="1025px,975px,1175px,1225px,1475px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_399689795" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-34-v2-dsk.jpg/jcr:content/renditions/bg-34-v2-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="1025px,975px,1175px,1225px,1475px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1788888099" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_956390156" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1369146953" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1369146953"> <p class="banner-headline headline-subheadline-26"> Demonstrating the True Value of Brand Awareness Campaigns </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1765547348" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_213847515" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_213847515"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/1.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Determine Benchmarks </p> <p class="banner-subheadline subheadline-17"> <br/> Numbers of any kind don’t mean much on their own. You’ll need to establish who or what you are benchmarking against to provide context for your analytics. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1956657850" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_1956657850"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/2.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Define KPIs </p> <p class="banner-subheadline subheadline-17"> <br/> Which metrics will you be measuring specifically? Where thought leadership is concerned, you’ll likely want to track things like total impressions, clicks, and other engagements. </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1584462009" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1382096536" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_1382096536"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/3.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Track and Analyze KPIs </p> <p class="banner-subheadline subheadline-17"> <br/> The extensive reporting tools in LinkedIn will make it easy to see who’s interacting with specific content. Make sure to set up distinct thought leadership campaigns so you can measure these types of posts and ads on their own.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_360713799" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-2 to-23" id="banner-content-container-banner_360713799"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/numbers/4.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Regularly Survey Influencers </p> <p class="banner-subheadline subheadline-17"> <br/> This ties back to the qualitative elements. Numbers can only tell us so much about the intangible impact of thought leadership content. Check in with key figures in your niche to learn how much your brand’s voice is penetrating and gaining traction.<br/> </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1593517757" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-white"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1008464337" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1008464337"> <p class="banner-headline headline-subheadline-26"> What to Measure for Brand Awareness </p> <p class="banner-subheadline subheadline-17"> <br/> The best metrics for brand awareness depend on which product or tactic you’re looking at. Here’s a high level view of associated metrics for various brand-building tools on LinkedIn.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="575px,585px,700px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_668869646" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-dskv2.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-35-dsk.jpg/jcr:content/renditions/bg-35-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="575px,585px,700px,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_617563554" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1074015355" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1074015355"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/rocket-icon-v2.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Publishing on LinkedIn: Views, comments and shares </p> <p class="banner-subheadline subheadline-17"> With longform posts from company leaders, or content shared by employee advocates, it’s all about reach and engagement. Dig into analytics to see what kinds of professionals are interacting.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_1872846484" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_1872846484"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/folder-icon.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> LinkedIn Pages: Followers (prospects & thought leaders) </p> <p class="banner-subheadline subheadline-17"> Naturally, you want to increase the followings for these pages, but quality definitely matters. Keep a close eye on the types of followers you’re attracting to gauge whether your content is speaking to the right people.<br/> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-polychrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-polychrome,light-polychrome,light-polychrome,light-polychrome,light-polychrome" data-background-video-id="banner_130036149" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-3 to-22" id="banner-content-container-banner_130036149"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/profile-group-icon.png.original.png"/></picture> </div> </div> <p class="banner-headline headline-subheadline-26"> Sponsored Content: Reach, engagement, and new followers gained </p> <p class="banner-subheadline subheadline-17"> Again, it’s not just about quantity but quality. A close look at reporting will determine whether your ads are hitting home with the right audience. If not, you’ll want to consider tweaking your creative or targeting.<br/> </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="500px,500px,520px,850px,900px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_973296398" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-36-v2-dsk.jpg/jcr:content/renditions/bg-36-v2-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="500px,500px,520px,850px,900px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_201948385" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-white"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_352337766" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_352337766"> <p class="banner-headline headline-subheadline-26"> Next Level: Analyzing the Deeper Impact of Thought Leadership </p> <p class="banner-subheadline subheadline-17"> <br/> How do we go beyond these surface-level metrics to get a clearer look at bottom-line impact from branding efforts centered on thought leadership?<br/> <br/> <strong>Keep a tally on these strategic outcomes:</strong> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1961744422" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_909562889" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_909562889"> <p class="banner-headline subheadline-21"> <br/><br/>Quality Leads Generated </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1642594072" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1642594072"> <p class="banner-headline subheadline-21"> <br/><br/>Executive-level Meetings Scheduled </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_100216263" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_100216263"> <p class="banner-headline subheadline-21"> <br/><br/>Analyst Meetings Secured </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-6-columns align-top stacking-order-4"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1843026598" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1843026598"> <p class="banner-headline subheadline-21"> <br/><br/>Invitations to Participate in Advisory Boards </p> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_139256896" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align- manual-content-position from-1 to-24" id="banner-content-container-banner_139256896"> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="800px,775px,800px,750px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1247938566" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-37-v2-dsk.jpg/jcr:content/renditions/bg-37-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="800px,775px,800px,750px,750px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-promo-card light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-headline headline-subheadline-26"> Recommended Reading: </p> </header> </div> <div data-mobile-layout="carousel" class="mobile-layout-carousel content-margin"> <div class="resource-content resource-content-2-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/marketing-solutions/blog/marketing-for-tech-companies/2017/how-thought-leadership-impacts-demand-generation" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-13.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> How Thought Leadership Impacts Demand Generation </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> <li class="basic-list-item js-filterable filterable promo-card-wrapper"> <article class="promo promo-background-2 promo-card filterable-content light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome"> <a href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2016/pdfs/LNK_SG_ThoughtLeadership_Digital_v04.01.pdf" class="promo-link js-analytics-event" target="_blank"> <div class="image-wrapper "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img alt="" class=" lazy-load" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/ref/ref-14.jpg.original.jpg"/></picture> </div> <div class="promo-overlay" data-eq-height-group="1"> <p class="promo-text"> The Sophisticated Marketer’s Guide to Thought Leadership </p> <p class="promo-cta"> Read Now </p> </div> </a> </article> </li> </ul> <ul class="indicator inkwell-content-carousel-pagination js-card-pagination"> <li class="selected indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-1"> <span>0</span> </button> </li> <li class=" indicator-item"> <button aria-current="true" class="js-card-pagination-dot js-analytics-event" aria-label="slideshow-2"> <span>1</span> </button> </li> </ul> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_127953653" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2029795026" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_2029795026"> <p class="banner-headline headline-subheadline-26"> Branding on LinkedIn: Key Takeaways </p> <p class="banner-subheadline subheadline-17"> <br/> From audience targeting to creative direction to distribution and measurement, we’ve covered the ins and outs of branding on LinkedIn. If you’re interested in learning more, we encourage you to explore some of the links shared above.<br/> <br/> <strong>Finally, we’ll leave you with these bite-sized recaps of the most important points to take with you:</strong> </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="775px,750px,925px,1200px,1425px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_705359415" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-38-dsk.jpg/jcr:content/renditions/bg-38-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="775px,750px,925px,1200px,1425px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1478508376" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1895445834" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1895445834"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> B2B marketers invest in brand awareness on LinkedIn to reach targeted professional segments in a business mindset. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_152635499" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_152635499"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Thought leadership is proven to be one of the best branding tactics for B2B companies, improving buyer trust and confidence. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-4"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1806244198" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1045368939" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1045368939"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> You can use LinkedIn Website Demographics as well as platform analytics to learn about your audience and tailor your branding content accordingly. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_697441396" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_697441396"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Account-based marketing, which involves the focused pursuit of select accounts, is rapidly gaining traction as a B2B strategy, and is well suited for LinkedIn. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1854715565" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1854715565"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> You can efficiently produce branding content for LinkedIn by repurposing other assets and optimizing them for the network’s professional context. </p> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1750826266" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_575224332" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_575224332"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Always run multiple pieces of content simultaneously and use A/B testing to gauge what’s working. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1167586003" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1167586003"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/icons/check-icon.png.original.png"/></picture> </div> </div> <p class="banner-subheadline subheadline-17"> Measure thought leadership content based on quality more than quantity (i.e., who is seeing and engaging with this content, not just how many). </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-4-columns align-top stacking-order-4"> </section> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="425px,375px,500px,400px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1321235606" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid solid-light-silver"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-v2-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-39-v2-dsk.jpg/jcr:content/renditions/bg-39-mob-port.jpg"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="425px,375px,500px,400px,500px" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1488153723" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--none" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--narrow"> <p><strong>Sources:</strong><em><br/> <br/> </em>1: <a href="https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf" rel="nofollow" target="_blank">2018 B2B Marketing Benchmarks, Budgets, and Trends</a><br/> 2: <a href="http://effworks.co.uk/wp-content/uploads/2017/10/MEDIA_IN_FOCUS_FINAL_PDF_909.pdf" rel="nofollow" target="_blank">Media in Focus: Marketing Effectiveness in the Digital Era</a><br/> 3: <a href="https://www.itsma.com/research/four-stages-thought-leadership-itsmas-maturity-model/" rel="nofollow" target="_blank">The Four Stages of Thought Leadership: ITSMA’s Maturity Model</a><br/> 4: <a href="https://www.edelman.com/b2b-thought-leadership/" rel="nofollow" target="_blank">How Thought Leadership Impacts B2B Lead Generation</a><br/> 5: <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/how-to-unlock-value-with-the-linkedin-insight-tag" rel="nofollow" target="_blank">How to Unlock Value with the LinkedIn Insight Tag</a></p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_456155228" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_456155228"> <div class="banner-actions"> <a href="#top" class=" banner-action banner-action-tertiary js-analytics-event" data-analytics-config="{"category":"Interaction Click","action":"click - flexible-column-frame","label":"Back to the Top","componentId":"actionable-content_2081181616"}"> Back to the Top </a> </div> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-polychrome has-background has-full-background " data-responsive-height="300px,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="false" data-responsive-contrast="dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome,dark-polychrome" data-background-video-id="banner_1214691254" data-component-js-load-path="components/content/banner"> <div class="banner-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg.original.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-dsk-2x.jpg 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-land-2x.jpg 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-tab-port-2x.jpg 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-land.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-land-2x.jpg 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port.jpg, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port-2x.jpg 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="banner-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center needs-resize-desktop lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/resource-hub/brand-awareness/bg-artwork/bg-hero-dsk.jpg/jcr:content/renditions/bg-hero-mob-port.jpg"/></picture> </div> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-center manual-content-position from-1 to-24" id="banner-content-container-banner_1214691254"> <p class="banner-headline headline-34"> Build brand awareness with targeted ads on LinkedIn </p> <div class="banner-actions"> <a class=" banner-action banner-action-secondary js-analytics-event" href="https://training.marketing.linkedin.com/using-linkedin-for-brand-awareness" target="_blank" data-analytics-config="{"category":"External Other","action":"click - Learn More","label":"https://training.marketing.linkedin.com/using-linkedin-for-brand-awareness - banner","componentId":"actionable-content_935499362"}"> Learn More </a> <a class=" banner-action banner-action-primary js-analytics-event" href="/marketing-solutions/ads" data-analytics-config="{"category":"Internal","action":"click - Create Ad","label":"/content/me/business/en-us/marketing-solutions/ads.html - banner","componentId":"actionable-content_935499363"}"> Create Ad </a> </div> </div> </div> </section> </div> </section> </section> <section class="experiment"> <div id="719131705" data-component-js-load-path="components/content/experiments/experiment" 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