Published By:

LinkedIn’s stock price has doubled this year and Facebook’s grew by 42 percent. Both companies are surging because they’ve outperformed expectations by growing revenue. They’ve also recently added new ways to advertise – sponsored updates for LinkedIn and mobile newsfeed ads for Facebook. While LinkedIn has multiple revenue streams, Facebook’s is primarily driven by paid media buys. Both social media sites rely on selling advertising to drive some portion of their revenue.

Where’s the beef? It’s in the newsfeed!

LinkedIn’s decision to offer ad placements in its newsfeed and Facebook’s to go newsfeed-mobile will make their advertising far more effective. Eye-tracking studies have long shown that most people don’t focus as much on areas where ads are likely to be. This is true across Facebook, LinkedIn, Google and pretty much every website on the Web. It’s commonly referred to as banner blindness.

“It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read.” – David Ogilvy, The “father of advertising”


What’s the user’s intent?

Not many people visit Facebook and LinkedIn with the intent to consume advertising. Their intent and focus is primarily on those areas that deliver perceived value, areas they frequent and trust – like a newsfeed. Marketers understand this and are paying to have their messages there.

Google and the other search engines aren’t any different, either; their perceived value resides in the organic search engine results. The whole SEO industry was spawned by this fact. Brands wanted to show up in the valuable area of the search engines, and agencies quickly formed and delivered.

Where the perceived value lies on a website is where the eyeballs go—and that’s where brands want to be.


Public relations professionals have understood this for decades. Long before the Internet was invented, they were pitching stories to journalists that placed the brands they represented in the most valuable real estate on a newspaper or magazine – the story itself. Savvy marketers and PR professionals still earn media coverage today, but now they’re doing it online as well.


This type of earned media coverage gets way more attention than paid media on those very same websites (see examples above). So much so, in fact, the company American Giant was forced to significantly grow their manufacturing capability by triple digits after contributor Farhad Manjoo wrote This is the Greatest Hoodie Ever Made. Could American Giant produce those same results with traditional paid media on Not likely, because the perceived value was in the article itself. If American Giant was not part of the story, far fewer eyeballs would have been exposed to the message.

The same motivation that spawned the search engine optimization industry and carved out the earned media public relations niche is driving LinkedIn and Facebook’s new advertising innovations. Brand messages that reside on the areas of a website which provide the greatest perceived value have the best chance of influencing consumers to take action.

Want to make your brand part of the story? Then download The Inbound Marketer’s Guide to Earned Media. It offers step-by-step guidance on earning online media coverage.


Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.