Presentatie van LinkedIn op de Social Affairs 2015

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Marcel Molenaar
Country Manager Benelux
nl.linkedin.com/in/molenaarm

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CANADA
11M+
BRAZIL
22M+
EMEA
122M+ SAUDI
ARABIA
1M+
SOUTH AFRICA
4M+
INDONESIA
4M+
AUSTRALIA
7M+
USA
118M+
UAE
1M+
CHINA
10M+INDIA
31M+
RUSSIA
5M+

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10 Effective Data Driven
Content Marketing
Principles
for Success on

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Content Through the Buyer’s Journey
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0
Social networks are now the dominate portals for discovering
content
Content

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B2B Buyers are consuming an
average of 10.4 pieces of content
on their way to a purchase decision.
Through the
buying cycle
60%
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Source: LinkedIn Internal Study May 2015
Followers and target audiences want different things:
Followers want to hear about your company and your products
Provide a steady stream of content for your followers: Best in
class marketers post one to three updates per day on their
Company or Showcase Pages.
Trending Content
reflects the topics
and articles
that are being
shared by our
members

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• Sponsor two to four updates at any time to maximize your reach to your target audience.
• Proactively optimize or cycle out the updates that aren’t achieving your key performance indicators (KPIs).
1 Followers and target audiences want different things:
Target Audiences want helpful professional content based on trending topics
Internet Professionals - NL Finance Professionals - NL
1 Trending Content
Here is an example of a trending articles amongst Entrepreneurs in NL

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Shape Perception
Establish Trust
Drive Traffic
for Nurturing
Nurture to
Convince
and Convert
Earn New Leads
2 Pick content for the full marketing funnel:
Build trust first, then ask for contact information
Info graphics, blog posts, industry trends, influencer
content, “behind the scenes” and exclusive content
Best practice guides, case studies, product reviews,
analyst reports, webinars, blog posts
White papers, research briefs, product demos, trials,
product reviews and comparisons, analyst reports
Newsletters, recommendations, case studies, product
news, tutorials
You have 10+ opportunities
to publish Sponsored Updates
that effectively introduce your
brand, build trust, provide helpful
information, and ultimately inform
a purchase decision. Deliver
relevant content at every step
of the buyer’s journey.
2 Pro Tip:
Clear calls to action will maximize your clicks and conversions to gated content
This CTA from Hortonworks for a whitepaper download couldn’t be more direct:

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3 Boost your content ROI through repurposing
Make the most of your gated content by repurposing it in a variety
of full funnel pieces such as blogs, infographics, webinars
and SlideShare presentations.
4 Leverage your employee network to scale up your reach
Employees are a valuable secret
weapon in scaling your Sponsored
Updates campaign.
In a recent Sponsored Updates case study, Dutch
Bank ABN AMRO revealed that their “secret
weapon” for scaling always-on content is their
people.
The Bank’s social media team distributes a
content calendar to all employees every week,
explaining what they’ll be posting to their
Company Page and when.
Now they have 600 people who can share ABN
AMRO’s content with their connections.
Results: Engagement rates as high as 3.25% on their content.
Over 28,000 visits to ABN Amro Insights site in one month.

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The Helpful Advisor The Conversationalist The Cliffhanger
Start by explaining how
your piece of content will
help your target achieve
professional success.
Make a bold statement or ask
a question to spark a conversation
and get your audience to react.
Tell your audience just enough
to pique their interest but not so
much that they aren’t compelled
to learn more.
5 Create content that is helpful, informative and/or entertaining
Try writing from these perspectives:
6 Optimize your content for mobile
For best mobile performance make sure:
Your intro copy is fewer than 150 character or eliminate it all together
Your CTA is clear
Your landing page is optimized for the small screen

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7 Use images to drive engagement
Let your images stand out in the feed
• Adhere to published specifications to ensure your
image is the proper resolution.
• Use the image to expand on the content
or emphasize the CTA.
• Make sure you choose an image that accurately
reflects your content. Consistency between image
and story conveys the topic before the member
even reads a word.
8 Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Think Simple:
Consider testing personalization
or variations of your CTA.

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Never miss an opportunity to reach your target
audience—no matter where they are or how
and when they choose to consume content.
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Adopt an always on mindset…
…as professionals catch up on content at home
of decision makers use
social media to research
the solution purchase.
of B2B purchase decision
makers said that winning
content had a significant
impact on their decision.*
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Pro Tip: For content, think always on content strategy
Don’t miss out on the opportunity to impact your prospects’ buying decision
Make sure your solutions are always in the consideration set of your
target audience by adopting an always-on Sponsored Updates strategy.
*The 2014 B2B Buyer Behavior Study, Demand Gen, January 29, 2014

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10 Expand your reach to similar audiences
Use Audience Expansion to discover audiences similar to your target
Make your content last longer:
Before you retire a campaign that’s showing fatigue,
consider enabling the Audience Expansion function.
It’s a great way to reach new audiences similar to
your target audience, and expose them to your brand
message.
Remember, these audiences haven’t seen
your content, so it’s new to them.
Best Practices Cheat Sheet
Optimizing content
• Always ask, “why would my audience read
this?”
• Use concise and compelling
intros and headlines
• Ask compelling questions to involve the target
audience
• Include a clear call to action, regardless of the
objective
• Make sure your landing pages are optimized for
mobile traffic
Managing updates
• Plan your editorial calendar, but also react to
timely events
• Respond to comments regularly
• Consider keeping updates running through the
weekend
• Test to see what works with your audience and
then refine
Optimizing visuals
• Always include an image, presentation, or video
• Ensure your image is relevant to your content
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“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
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