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NEWS: LinkedIn advances content and sharing abilities

LinkedIn has announced two new types of Certified Marketing Partners, Sponsored Updates Partners and Content Partners, with the aim of making it easier for brands to ‘scale their content marketing efforts’.

These new features aims to connect brands with companies who have the tools to help them increase visibility and performance on the network.

Sponsored Updates Partners provides advanced tools to manage Sponsored Updates campaigns and help brands improve ROI. This feature is being launched with leading brands, including AdStage, Brand Networks, SHIFT, Salesforce ExactTarget Marketing Cloud and Unified Social.

Meanwhile, Content Partners provide access to high-quality content to enhance an advertiser’s activities on LinkedIn. It will make it possible for brands to have greater access to the most relevant information for their target audience in order to increase engagement on the platform. As part of the programme, LinkedIn has certified 10 companies, including top publishers, content platforms and customer content creators.

Penry Price, vice president of marketing solutions at LinkedIn, said in a blog post: ‘Content is key to helping marketers and agencies build relationships with target audiences, which is why we have made it our mission to continually move our content strategy forward.

‘Last year’s launch of Sponsored Updates accelerated the progress of our content offerings dramatically. In fact, Sponsored Updates have quickly become our fastest growing marketing solutions product.'