Marketers using LinkedIn as a tool can now personalize and test content in the newsfeed without having to originate posts on their LinkedIn company page, the professional social media network announced today.

An expansion of LinkedIn's "sponsored updates" product, the new solution is called "direct sponsored content."

Sponsored updates are LinkedIn native advertisements, where company-created content is distributed to targeted audiences on the site. To assist companies with creating and distributing sponsored updates, two new kinds of content marketing partners were created in April -- sponsored update partners and content partners.

Getting It Right

In a blog post published today, LinkedIn's Ashvin Kannan said through the new features, companies can make their content more relevant by sending personalized messages to specific audiences.

"It gives them the ability to test and retest a variety of content in real-time until they get it right," he added. "Doing so allows for enhanced performance as they aim to connect with audiences, nurture relationships and generate quality leads."

LinkedIn's also lifted limitations on who can, and cannot, post in the feed. Comcast Business and NewsCred are among the more than a dozen companies participating in the pilot, Kannan wrote.

LinkedIn's "sponsored updates" product is now 19 percent of its "marketing solutions" revenue.