1: Be relevant: the best native advertising isn’t self-serving promotion; it tells a story and helps professionals do business better, educates them on their industry, or provides them with fresh insights on topical issues.
2: Think like a journalist: attention spans will be short, so be snappy and concise with your headlines.
3: Include images and rich media: make sure you include ads that are eye-catching. On LinkedIn, images generally result in 98 per cent higher comment rates, while videos usually result in a 75 per cent higher share rate.
4: Encourage a conversation: keep the discussion going where you can by enabling comments. It’s a great place to respond to positive noise and address any customer-service issues that may surface.
5: Monitor, analyse and refine: pay attention to what audiences are most engaged, what content is successful, what time of day gets you the most clicks and what frequency drives the most interactions.
