In a move to give brands more storytelling power, LinkedIn is currently testing a new ad format called LinkedIn Sponsored Articles. This update allows companies to promote their long-form content directly within the LinkedIn feed, making it a strong addition to LinkedIn’s advertising suite—especially for brands looking to enhance their B2B content marketing strategy.
With Sponsored Articles, businesses can reach a more targeted professional audience, promote thought leadership, and drive quality leads—all from within the user’s main feed. This is not only a boost to LinkedIn sponsored content, but a strategic step toward combining content marketing and performance advertising.
Key Features of LinkedIn Sponsored Articles
Sponsored Articles in User Feeds
The standout feature of LinkedIn Sponsored Articles is their placement. Companies can now promote articles originally published on their LinkedIn Pages, placing them directly in the LinkedIn user feed ads space. This offers more visibility than traditional posts, especially for longer, value-driven content.
These articles appear as native feed content, providing a seamless experience that encourages higher engagement and content consumption without feeling disruptive.
Versatile Campaign Objectives
Businesses promoting LinkedIn Sponsored Articles can set campaign goals such as lead generation, engagement, or website visits. Through LinkedIn’s Campaign Manager, advertisers can customize their campaign objectives and monitor their performance using detailed analytics.
This functionality makes Sponsored Articles ideal for both awareness and conversion-driven campaigns—integrating well into social media advertising strategies.
Organic Article Requirement
To qualify for this feature, an article must be organically published on the company’s LinkedIn Page. Articles shared through newsletters or other non-native formats won’t appear in the content library for ad selection.
This requirement emphasizes authenticity, pushing businesses to develop content with real substance—valuable for both the audience and algorithm.
Easy Setup and Performance Tracking
Creating a LinkedIn Sponsored Article is straightforward. Advertisers select their published article, customize the ad’s headline and image if needed, and publish through Campaign Manager. Performance metrics such as clicks, impressions, engagement, and leads are tracked in real time.
This insight allows marketers to refine their strategy and continuously improve the performance of their LinkedIn feed promotions.
Strategic Advantages for Brands
Greater Content Visibility
One of the biggest advantages of LinkedIn Sponsored Articles is increased visibility. Organic posts have limited reach, but sponsored articles can be amplified to reach precisely targeted audiences across industries, seniority levels, and job functions.
Lead Generation Potential
With the ability to integrate LinkedIn Lead Gen Forms, businesses can easily turn content readers into prospects. A well-crafted article with a relevant CTA or gated content strategy can generate high-quality leads from interested professionals.
Establishing Thought Leadership
Publishing and promoting expert insights helps businesses build credibility. LinkedIn Sponsored Articles allow companies to establish themselves as industry leaders, reinforcing brand trust while educating their audience.
Aligns With B2B Marketing Trends
More and more B2B buyers are researching brands via content before engaging with sales. By placing valuable content in their feeds, brands stay top-of-mind throughout the decision-making process.
Limitations and Availability
Currently, LinkedIn Sponsored Articles are in a gradual rollout phase. This means not all advertisers will see the feature in their Campaign Manager just yet. However, as LinkedIn continues to test and refine it, broader availability is expected soon.
Advertisers eager to try it out should monitor their LinkedIn Ads account or consult with their LinkedIn representative for early access.
Supercharge Your LinkedIn Strategy with Digilogy
At Digilogy, we help businesses take full advantage of platforms like LinkedIn to deliver real impact. With new tools like LinkedIn Sponsored Articles, your brand has the opportunity to drive deeper engagement, build thought leadership, and generate high-quality leads.
Whether you’re creating content or optimizing campaigns, our team ensures every step is aligned with your growth goals.
Ready to unlock the power of LinkedIn Sponsored Articles? Partner with Digilogy — your trusted digital marketing service provider. Let’s grow your brand the smart way.
