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Live Webinar: Mastering Content Marketing on LinkedIn

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2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.

This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.

Published in: Marketing
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Live Webinar: Mastering Content Marketing on LinkedIn

  1. 1. Jon Lombardo LinkedIn, Content Marketing Lead MASTERING CONTENT MARKETING ON LINKEDIN
  2. 2. Keys to Great Thought-Leading ContentSOME HOUSEKEEPING ITEMS 1.Questions? Send them via Webex Q&A Feature. 2.Recorded? Of course and will be emailed to you. 3.Feedback? Survey will be available at the end of the Webinar.
  3. 3. 3 OUR AGENDA
  4. 4. 4 TODAY’S AGENDA WHY CONTENT MARKETING? WHY LINKEDIN? DEFINING CONTENT STRATEGY CREATING COMPELLING CONTENT FRAMING CONTENT FOR FEEDS DISTRIBUTING ‘80/20’ CONTENT FOUR THINGS TO REMEMBER
  5. 5. 5 WHY CONTENT MARKETING?
  6. 6. BUYERS DON’T START WITH SALES ANYMORE Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
  7. 7. THEY START WITH (AND BUY) YOUR THOUGHT LEADERSHIP “BUYERS DON’T BUY YOUR PRODUCTS AND SERVICES, THEY ‘BUY’ YOUR PERSPECTIVE AND APPROACH TO SOLVING THEIR PROBLEMS”
  8. 8. WHICH IS WHY CONTENT MARKETING IS THE NEW PATH TO REVENUE The avg. IT Committee member needs to consume 7-10 pieces of content before they are ready to talk to a sales rep. 5 2 134 76 USD
  9. 9. 9 WHY LINKEDIN?
  10. 10. 10 OUR MISSION
  11. 11. CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE AND SUCCESSFUL 11
  12. 12. 12 OUR VALUE
  13. 13. 13 HOW MEMBERS GET VALUE
  14. 14. 14 of Business Elite visit LinkedIn weekly1 46% More business decision makers than comparable business site 2.8X Higher buying power index vs. comparable business and social sites 28% 1Ipsos Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees. OUR MEMBERS ARE THE MOST INFLUENTIAL AND AFFLUENT ON THE WEB
  15. 15. Connections 500+ Company Sainsbury’s Industry Retail Size 5000+ Name Iain Macmillan Gender Male Education King’s College London Geo London, UK Groups The Finance Executive Finance Today Seniority Director Function Finance Occupation Finance Director Publications Financial News Skills Strategy Restructuring Change Mgmt THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET
  16. 16. 16 OUR MINDSET
  17. 17. PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY
  18. 18. THEY ‘INVEST TIME’ ON LINKEDIN
  19. 19. THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
  20. 20. 20 [4] QUESTIONS YOUR CONTENT STRATEGY SHOULD ANSWER
  21. 21. 4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR
  22. 22. 1. WHO DO YOU WANT TO REACH?
  23. 23. 2. WHICH KEY BRAND MESSAGES ARE YOU LOOKING TO BUILD BRAND MEMORY ON? IOTMOBILITYSECURITY
  24. 24. 3. HOW DOES YOUR AUDIENCE GET VALUE THROUGH KEY QUESTIONS / ANSWERS?
  25. 25. 4. HOW WILL YOU MEASURE SUCCESS?
  26. 26. 26 YOUR HOME ON LINKEDIN
  27. 27. THE COMPANY PAGE
  28. 28. 28 [6] TYPES OF COMPELLING CONTENT FOR MEMBERS
  29. 29. MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS
  30. 30. 30 60% 30% 90% OF YOUR CONTENT NEEDS TO EDUCATE AND INSPIRE AT TOP-OF-FUNNEL
  31. 31. 1. INDUSTRY NEWS / EVENTS LAYER ANALYSIS ONTO THE NEWS CYCLE
  32. 32. 2. PROFESSIONAL DEVELOPMENT MAKE YOUR AUDIENCE SMARTER TODAY
  33. 33. 3. LEADERSHIP & PRODUCTIVITY MAKE YOUR AUDIENCE SMARTER OVER TIME
  34. 34. 4. INDUSTRY TRENDS HELP YOUR AUDIENCE UNDERSTAND THE FUTURE
  35. 35. 5. PEER EXPERT(S) DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS
  36. 36. 36 60% 30% 10% 10% OF YOUR CONTENT SHOULD SIT AT THE BOTTOM-OF-FUNNEL COLLECTING LEADS
  37. 37. 6. BRING THE BRAND EXPERIENCE TO LIFE OFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES
  38. 38. 38 [6] TIPS TO OPTIMIZE CONTENT FOR THE FEED
  39. 39. FRAMING FOR THE FEED IS CRITICAL WE LIVE IN A FEED WORLD
  40. 40. 1. CUSTOMIZE IMAGE, HEADLINE & URGENCY ALL THREE MUST WORK IN CONCERT
  41. 41. 2. INVEST IN GREAT IMAGES CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
  42. 42. 3. USE A CONSISTENT BRAND IDENTITY MAKE SURE TO BUILD BRAND MEMORY
  43. 43. 4. WRITE (MULTIPLE) HEADLINES LEARN TO WRITE GREAT HEADLINES
  44. 44. 5. LESS CONTENT, MORE TESTING THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS 120% LIFT
  45. 45. 6. LESS CONTENT, MORE RECYCLING DON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT
  46. 46. 46 [1] APPROACH TO DISTRIBUTING CONTENT
  47. 47. 20% POSTS 80% BUDGET INVEST IN THE ‘80/20’ RULE
  48. 48. 48 [4] KEY TAKEAWAYS
  49. 49. 4 THINGS TO REMEMBER TO BE A BETTER CONTENT MARKETER 1. ASK ‘WHY WOULD MY AUDIENCE SHARE THIS CONTENT W/ ANOTHER PROFESSIONAL’? 2. OPTIMIZE EACH ELEMENT OF A POST FOR MAXIMUM EFFECT (IMAGES, TEXT, ETC.) 3. INCLUDE A CLEAR ‘CALL TO ACTION’ TO GET ROI. 4. ABOVE ALL ELSE, ADOPT A TEST & LEARN APPROACH.
  50. 50. HOW TO GET STARTED TODAY
  51. 51. Time to Put These Ideas to Work! 1. LEARN MORE. Visit marketing.linkedin.com to download the Sophisticated Marketer’s guide to LinkedIn. 2. REACH NEW AUDIENCES TODAY. If you’re the admin of your LinkedIn Company Page, you can also sponsor an update at linkedin.com/ads. GET STARTED TODAY
  52. 52. 52 Q&A
  53. 53. 53 THANK YOU

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