Learn from LinkedIn's Jon Lombardo how to build and engage a content strategy. Learn insights behind what type of content your audience want and when in the sales cycle you should offer it up.

1. Building an Engaging Content Strategy
Jon Lombardo, Content Marketing Lead, EMEA
6 November 2014

2. 6 November 2014

3. Most engaged tech brands, September 2014 (UK)
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups

4. “We often think the internet enables you to do
new things, but people just want to do the same
things they’ve always done.”
Evan Williams
Blogger, Twitter, & Medium

5. Building Better Audience Personas

6. We’re helping you to create data-driven personas
133
246
174
601
High Tech
Finance
Corporate
Consumer Goods

7. What they do
325
143
119
116
185
208
126
222
148
208
Salesperson
Sales
Retail Locations
Advertising & Communications
Marketing Specialist
IT/Technology
Founder/Partner
CEO/Executive Director
Business Owner
Business Operations

8. How senior they are
230
215
243
389
248
464
108
Vice President
Senior Level
Owner
Manager
Entry Level
Director
CXO

9. Building Better Buying Cycles

10. We’re helping you to nurture data-driven buyers
Top types of information sought in each stage of the IT decision-making process
AWARENESS SCOPE PLAN SELECT IMPLEMENT
Product / solution demo / software trial
Best practices, how-tos, checklists
IT industry news / strategy info
Diagnostics or assessment tools

11. How they search
119
1264
383
Search
Pricing
Home
Features
Total Visitors
14,570
12,804

12. How they buy
Pricing Page vs. Home Page - Correlations
High Tech Sector Followers
High Tech Sector Followers
CXO
CXO
Business Operations
Business Operations
Pricing
Home

13. Building Better Content Marketing

14. LinkedIn Members in the IT Committee segment are talking
about a diverse set of professional topics
Top Trending Topics (October 2014)
cloud computing
online advertising
employee engagement
business intelligence
web marketing
Example Articles per Trending Topic
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :
gartner.com
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts
: nytimes.com
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking
you now : venturebeat.com
• There’s Something Going On In L.A. : techcrunch.com
• Here’s Why Good Employees Quit : linkedin.com
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com
• Create a Strategy that Anticipates and Learns : blogs.hbr.org
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :
forbes.com
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A
Business : techcrunch.com

15. What to produce
1

16. Test your intro
message or
call to action
Test your image Test your headline and teaser text
How to optimise

17. What Does Engaging Content Look Like?

18. Reaching the
IT Committee

19. Nurturing the
IT Committee

20. Acquiring the
IT Committee

21. 6 November 2014