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Jon Lombardo
LinkedIn,
Content Marketing Lead
MASTERING
CONTENT MARKETING
ON LINKEDIN
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
OUR
AGENDA
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
WHY
CONTENT MARKETING?
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
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”
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
WHY
LINKEDIN?
10
OUR
MISSION
CONNECT THE WORLD’S
PROFESSIONALS TO MAKE THEM
MORE PRODUCTIVE AND
SUCCESSFUL
11
12
OUR
VALUE
13
HOW MEMBERS GET VALUE
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
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
OUR
MINDSET
PEOPLE USE DIFFERENT SOCIAL NETWORKS
DIFFERENTLY
THEY ‘INVEST TIME’ ON LINKEDIN
THEY EXPECT BRANDS TO EDUCATE THEM ON
CAREER AND INDUSTRY
-Source: The Mindset Divide: Revealing the Emotional Differences
Between Personal and Professional Networks
20
[4] QUESTIONS
YOUR CONTENT STRATEGY
SHOULD ANSWER
4 KEY QUESTIONS TO ANSWER WITH YOUR
CONTENT CALENDAR
1. WHO DO YOU WANT TO REACH?
2. WHICH KEY BRAND MESSAGES ARE YOU
LOOKING TO BUILD BRAND MEMORY ON?
IOTMOBILITYSECURITY
3. HOW DOES YOUR AUDIENCE GET VALUE
THROUGH KEY QUESTIONS / ANSWERS?
4. HOW WILL YOU MEASURE SUCCESS?
26
YOUR HOME
ON LINKEDIN
THE COMPANY PAGE
28
[6] TYPES OF
COMPELLING CONTENT
FOR MEMBERS
MEMBERS WANT CONTENT THAT HELPS THEM
MAKE BETTER DECISIONS
30
60%
30%
90% OF YOUR CONTENT NEEDS TO EDUCATE
AND INSPIRE AT TOP-OF-FUNNEL
1. INDUSTRY NEWS / EVENTS
LAYER ANALYSIS ONTO THE NEWS CYCLE
2. PROFESSIONAL DEVELOPMENT
MAKE YOUR AUDIENCE SMARTER TODAY
3. LEADERSHIP & PRODUCTIVITY
MAKE YOUR AUDIENCE SMARTER OVER TIME
4. INDUSTRY TRENDS
HELP YOUR AUDIENCE UNDERSTAND THE FUTURE
5. PEER EXPERT(S)
DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS
36
60%
30%
10%
10% OF YOUR CONTENT SHOULD SIT AT THE
BOTTOM-OF-FUNNEL COLLECTING LEADS
6. BRING THE BRAND EXPERIENCE TO LIFE
OFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES
38
[6] TIPS TO
OPTIMIZE CONTENT FOR
THE FEED
FRAMING FOR THE FEED IS CRITICAL
WE LIVE IN A FEED WORLD
1. CUSTOMIZE IMAGE, HEADLINE & URGENCY
ALL THREE MUST WORK IN CONCERT
2. INVEST IN GREAT IMAGES
CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
3. USE A CONSISTENT BRAND IDENTITY
MAKE SURE TO BUILD BRAND MEMORY
4. WRITE (MULTIPLE) HEADLINES
LEARN TO WRITE GREAT HEADLINES
5. LESS CONTENT, MORE TESTING
THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS
120% LIFT
6. LESS CONTENT, MORE RECYCLING
DON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT
46
[1] APPROACH
TO DISTRIBUTING CONTENT
20% POSTS
80% BUDGET
INVEST IN THE ‘80/20’ RULE
48
[4] KEY
TAKEAWAYS
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.
HOW TO
GET STARTED TODAY
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
Q&A
53
THANK
YOU

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Live Webinar: Mastering Content Marketing on LinkedIn

Editor's Notes

  1. So let’s talk about some great ways to develop thought-leading content. There’s many ways to do this, for example: Relevance- Addressing a burning issue for your target audience is crucial. . If the content isn’t relevant, the reader will immediately shut down and disengage from your content. Novelty- Having a fundamentally new way to solve a problem could be something the reader may be interested in. Depth- Possessing substantial knowledge about the problem and how to solve it could be great way to establish yourself as an expert in the field, especially early on in the process when the prospective buyer is just beginning to ramp up and learn more about your solutions. Validity- Proving your solution works through real examples of companies that have solved it your way, especially with measurable benefits. A great example? A case study of a customer who has recently been successful with your solution. Practicality- Demonstrating you have a well-thought-out approach to overcome the obstacles to adoption. Rigor- Having hard-to-dispute logic about the problem and the best way to solve it. Clarity- Communicating the point of view in words your audience understands Coherence- Having frameworks or models that simplify the problem and/or solution All of these are great ways to command the attention of your prospective buyers– the common thread? Being helpful and sharing genuine, useful insights for the customer so they have a better understanding of your method of approaching the problem that your product or service aims to solve.
  2. This entire process starts with finding the right people, and LinkedIn is the best place for that. We have 364M+ professionals worldwide. These professionals are highly educated, affluent and influent.
  3. We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.