HOW WE BUILT AND LAUNCHED A VIRAL RESEARCH CAMPAIGN IN PARTNERSHIP WITH LINKEDIN

Summary from the TLDR Marketing newsletter

Partnering with a brand that has complementary data and a shared interest can make original research stand out in a crowded market and expand its reach. Semrush combined its AI citation data with LinkedIn's content and engagement data to analyze around 89,000 LinkedIn URLs cited by AI search tools. The study found that 95% of cited posts were original content rather than reshares, and most cited posts averaged just 15 to 25 reactions. Semrush and LinkedIn coordinated media outreach, employee advocacy, social promotion, and launch timing to reach both audiences and generate strong media coverage, tens of thousands of visits, and dozens of signups. The collaboration also created new opportunities for guest content and speaking engagements beyond the initial campaign.