That’s the main message in LinkedIn’s new e-book “The Secret Sauce,” which contains best practices for improving PR, marketing and advertising on the professional network.
The greater your organic reach, the more it can amplify your paid efforts, the e-book states. PR and marketing can test and optimize organic content to select their best-performing paid campaigns. Although the guide focuses on advertising, PR and marketing professionals who oversee nonpaid strategies can also benefit from its recommendations.
PR and marketing professionals can also use sponsored content to determine the most effective organic posts. Direct sponsored content—sponsored posts that do not appear on company pages—can be used in A/B tests.
According to the platform, membership engagement with the newsfeed is growing by more than 50 percent a year. Members “like,” comment and share almost twice as much as last year, and views of the feed are up 60 percent from last year.