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Daniel Hochuli - Australian agency influencer of the year 2017

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Australian agency influencer of the year program. Find your voice. How to write for LinkedIn

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Daniel Hochuli - Australian agency influencer of the year 2017

  1. 1. THRE E Technical : Find Your Voice Daniel Hochuli APAC Head of Content LinkedIn #agencyinfluencer2017
  2. 2. CONTENTS What to create The best practices How to become an influencer What are your next steps #agencyinfluencer2017
  3. 3. Ran for 5 months and attracted over 370 participants across nearly 30 media & marketing agencies in Australia.
  4. 4. PUBLISH Why write and share, and how to find ideas for your posts in your professional life and in the news cycle. SHARE Building your writing muscle, getting comfortable with imperfection, knowing your audience and hitting that “Publish” button. CONNECT It’s not over when you’ve published! Building your audience, continuing the debate and responding to feedback.And then starting over… P U B L I S H I N G A C T I V I T Y Publishing frequency (15%) Page views of articles (20%) Engagement of articles (25%) PA S S I V E ’ A C T I V I T Y Profile views (10%) Connections (5%) Skills endorsements (5%) S O C I A L A C T I V I T Y Share frequency (5%) Engagement of shares (15%) #agencyinfluencer2017
  5. 5. PUBLISHING 1 POST A WEEK #agencyinfluencer2017
  6. 6. PUBLISHING OBSERVE THE NEWS CYCLE AND JOIN AN EXISTING CONVERSATION #agencyinfluencer2017
  7. 7. CONNECT The average number of connections in the top ten 2016 was 1,600. #agencyinfluencer2017
  8. 8. S ha r e s • Share your experiences • Share your career milestones • Share your thoughts and opinions • Share your events • Share your Publishing posts • Share industry news • Share your company’s news • Share market trends • Share your colleagues content • Share content from thought leaders Internal External #agencyinfluencer2017
  9. 9. S ha r e s ABOUT 2 SHARES A DAY
  10. 10. #agencyinfluencer2017
  11. 11. How to Publish a post
  12. 12. Cover Image Thumb stopping headline Your content body Rich media
  13. 13. 80% OF YOUR VISITORS WILL READ YOUR HEADLINE – BUT ONLY 20% WILL GO ON TO FINISH THE ARTICLE. Headlines #agencyinfluencer2017
  14. 14. Headlines http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/ Unique URGENT TRUE USEFUL #agencyinfluencer2017
  15. 15. Headlines http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/ #agencyinfluencer2017
  16. 16. Don’t fear ‘click bait’ as long as the content lives up to the promise.
  17. 17. The 5 P’s of PUBLISHING Personal Practical Professional Predictions & Progress Point of view
  18. 18. Your Knowledge / Passion Space YOUR NICHE LIVES HERE What Your Audience Needs To Know http://contentmarketinginstitute.com/content-inc/framework-sweet-spot/
  19. 19. O U R M I S S I O N Connect the world’s professionals to make them more productive and successful #agencyinfluencer2017
  20. 20. http://buzzsumo.com/ Word Count & Length
  21. 21. Images #agencyinfluencer2017 Personal Brand Desire Text/tips Meme Emotion Graphic
  22. 22. Image Best Practices Is the image relevant to the topic? Is the image the proper resolution? (700 x 400 pixels) Will the image attract your target audience? Have you given credit to the image creator? #agencyinfluencer2017
  23. 23. Editing Chunking Keep paragraphs short. Follow the rule of • Three sentences in a paragraph. • Three paragraphs under one heading. Bullets and numbered lists When people want to consume information quickly, lists and bullets are helpful. Check it with a partner Have someone to bounce your Publishing post off as a sanity check. Add ‘break outs’ to guide readers through your content Presenting hunks of seemingly endless text turns readers away, but bold text helps guide the eye and break up long content passages into more digestible bites. #agencyinfluencer2017
  24. 24. Amplify Drive traffic from other social media channels Syndicate content you’ve published elsewhere on LinkedIn Publishing Ask you employees / work colleagues to elevate your posts by sharing it SAVE TIME!!! SCHEDULE!! “I would re-share content on LinkedIn at least twice and then again on Twitter at least another three times.”
  25. 25. 26 #agencyinfluencer2017
  26. 26. Publishing - Long-Form BloggingShares - Ad-Tech Share of the Day
  27. 27. Recognisable Branding Clear Audience in Mind
  28. 28. Personal Opportunity “I've been luckily enough to be put on the edge of theAdNews Power 50 list.” Content Opportunity “We have launched a quarterly debating series.The LinkedIn platform was used to promote the event, organize the tickets and even explain the rules.” Business Opportunity “Since beginning the program there has been dozens of new new Ad-Tech companies, that I'd never heard of, which have reached out to me.” A Support Network “Not a day has passed in the last 6 months without some type of friendly rivalry between some of competitors at Group M.” New Passion “At the beginning of the LinkedIn program I was dreading the process but towards the end I was really looking forwards to it. I needed my 'weekly writing fix.” https://www.linkedin.com/pulse/experiences-from-linkedin-influencer-program-timothy-
  29. 29. Meritocracy LinkedIn Publishing is not monetized. Opportunities like this don’t exist on other platforms Success depends on your efforts and tactics #agencyinfluencer2017 “Youdon’thaveto beofficiallydesignatedas an influencerto succeedonLinkedIn.” - Buzzsumo
  30. 30. #agencyinfluencer2017
  31. 31. Partner Up Pick a partner who will challenge you, motivate you and champion you.
  32. 32. Ladies, Where you at? 2/10 “One of my goals as an agency influencer in 2017 will be to actively promote & encourage more women taking part in the program and in turn more of a voice & presence on LinkedIn.”
  33. 33. Young’ns, Get involved AUSTRALI AN N E W C O M E R Agency Influencer of the year
  34. 34. A Recipe for Success 1 blog post a week 3 x amplify your content each week (LinkedIn,Twitter and Facebook) 4 requests for endorsement a week (Send an in-mail to four colleagues) 5 new connections a week 2 pieces of content shared a day (1 Internal; 1 External)
  35. 35. Get out there and make yourself a LinkedIn Agency Influencer! #AGENCYINFLUENCER2017
  36. 36. /danhochuli

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