Difference between Direct Sponsored Content and Sponsored Content in LinkedIn

Key difference: Sponsored Content is content is created and sponsored by the admins of the computer’s page. Direct Sponsored Content, on the other hand, is content that is created by others, but sponsored by the company.

Sponsored ContentDirect Sponsored Content and Sponsored Content are two different types of marketing tactics that can be utilized by a company brand. They are primarily available as options on LinkedIn as options to market one’s brands. While they sound quite similar, there is in fact a major difference between the two types of trends.

Sponsored Content is the content that is already available on the company’s page or on the Showcase page. This content can then be sponsored by the company. It is typically in either a Cost Per Thousand (CPM), where payment is calculated on the number of impressions or Cost Per Click (CPC) basis, where payment is calculated on the basis of each click.

Once the company promotes the content, it appears in the feed and other pages of the targeted LinkedIn members, where it will get the most visibility.

Direct Sponsored Content, is similar in concept to this, but it differs in one major factor; it is not created by the company, and it is not placed on the company’s page. Instead, the content is created by the advertiser in the Campaign Manager tool. However, in order to do this, the advertiser must first have granted permission from the Company Page admin.

Once the content is created, it can be sponsored by the advertiser in Campaign Manager. Like the sponsored content, it can be promoted on either a CPM or CPC basis. It will then appear in the feed and other pages of the targeted LinkedIn members. However, it will not appear on the Company’s Page or Showcase Page.

Basically, the primary different between them is that Sponsored Content is content is created and sponsored by the admins of the computer’s page. Direct Sponsored Content, on the other hand, is content that is created by others, but sponsored by the company.

The benefit of Direct Sponsored Content as opposed to Sponsored Content is that it allows the content to be sponsored without cluttering up the company page or the Showcase Page. It is also a faster and a simpler process, as the direct sponsored content does not need to be first posted as a Company Update, which was a necessary step for Sponsored Content.

Direct Sponsored Content Additionally, direct sponsored content also has the appeared of being more genuine and organic as it has not be created and promoted by the company directly. Hence, it looks more authentic. However, because the Direct Sponsored Content is not posted to the company’s page, it will not appear in the followers’ feeds and will not be seen in the feed on the company page.

Due to this, it is generally considered that direct sponsored content is best utilized for updates that does not concern existing followers, but rather is targeted at others with the aim of converting them into company’s followers.

The ideal company strategy incorporates both a combination of Direct Sponsored Content and Sponsored Content, rather than being partial or just one or the other.

Comparison between Direct Sponsored Content and Sponsored Content:

 

Introversion

Social Anxiety

Type

A personality type

A behavioral disorder

Basis

Inherent Personality

Crippling Fear

Behavior

Reserved and solitary behavior

Nervous and fearful behavior

Criticism

No self-criticism and self-consciousness

Self-criticism and self-consciousness

Fear

Do not have a fear of talking in front of people.

Fear of talking in front of people.

Birthright

People are born introverts. It is their personality.

People develop social anxiety. It is a condition.

Treatment

Cannot be treated. There is nothing to be treated. It is a personality.

Can be treated with medication and/or therapy.

Reference: LinkedIn (1, 2, 3), James Boynton, Zero Gravity Marketing
Image Courtesy: mindgruve.com, linkedin.com

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