Content Marketing Strategies for LinkedIn Engagement
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This document discusses content marketing strategies for LinkedIn. It recommends focusing content on making your audience more productive and successful. Content should inform, entertain, and inspire through top updates. While the LinkedIn environment has a lot of clutter, content can engage audiences by being helpful, providing useful information before asking for contact details, and using personal storytelling. Examples of effective content include webinar recordings and case studies from South Africa. The document also discusses distribution strategies and maintaining a mobile-first approach to staying inspired through following key LinkedIn channels.
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Content Marketing Strategies for LinkedIn Engagement
- 2. Jaime Pham Content Marketing Evangelist LinkedIn @jaimelynn09 P R E S E N T E D B Y
- 4. Which of These is NOT Content Marketing?
- 6. What if this started a research process?
- 7. Then the prospect goes here:
- 8. Maybe here:
- 9. 9 If consumers are engaging with an average of 11.2 pieces of content before making a decision, how many of those touch points are you influencing? Source: Nielsen
- 10. 10
- 11. 11 Average Order Value for Ecommerce Purchases Worldwide, 2015 Source: eMarketer.com, AddShoppers 2015: on-site marketing breakdown $88.28 $116.81 $126.93 $133.53 $133.86 $155.37 $160.29 $162.52 $164.76 $166.17 $177.56 $206.95 Wanelo Email Wishpot Google+ Pinterest Tumblr Polyvore Twitter Facebook Kaboodle StumbleUpon LinkedIn
- 12. Where are B2B buyers going for information? Needs Analysis Specs and Funding Vendor Selection 1. Peers and industry experts/influencers 2. Search 3. Blogs 4. Corporate websites for pricing and competitor comparisons Source: DemandGen B2B Buyers Guide 2015
- 13. Peer and industry expertise
- 14. Content Through the Buyer’s Journey Shape Perception Establish Trust Drive traffic for nurturing Earn new leads Nurture to convince and convert Infographics, 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, events, product reviews and comparisons, analyst reports newsletters, recommendations, case studies, product news, tutorials
- 15. Content Through the Buyer’s Journey Infographics, 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, demos, trials, events, reviews and comparisons, analyst reports newsletters, recommendations, case studies, product news, tutorials
- 16. Write for the audience, tailor for the platform 16
- 17. *LinkedIn and Twitter show Trending in the UAE May 2016 The manifestation of the “professional mindset”… Tiger Woods Donald Trump May Kabul Attack Vladimir Putin ExxonMobil Business Accounting Leadership Sales & Distribution Interviewing Skills Hotels Startups Airlines Recruiting #Covfefe #Kabul Toyeen B’s World #Hana_Askender #weapons
- 18. *Trending in the UAE June 2017 Productivity: the manifestation of the “professional mindset”…
- 19. 19 When you write for LinkedIn, simply aim to make your audience more productive and successful
- 20. Content Marketing: An Opportunity to Engage, Not Just Sell 20
- 21. Top Updates Inform, Entertain, and Inspire
- 22. But There is A Lot of Clutter, and Therefore Competition for Attention
- 23. 3 Things to Start Doing. Now. 1 2 3 Be helpful and audience-first. Think about the benefit to the member Provide useful information before asking for contact information Tell stories and use “you” language
- 24. But I Don’t Have Any Content 24
- 25. Let’s Find Some
- 32. Distribute 32
- 33. The Details of Distribution: Know when to share 33
- 38. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- Why am I here? This is the one LinkedIn brag slide, I promise you, but the title of my session in today’s agenda was about generating leads and business. LinkedIn is often selected for this goal because companies have long been using LinkedIn Marketing Solutions to this end, and I have been there since very nearly Day One. So with charts like these, many marketers would think “great, I’ll create an ad that promotes my product and watch the leads come in” right? Wrong. Today’s demand gen marketer, whether selling deodorant or wind turbines, requires an approach with more finesse, more thought and planning. So let’s talk about how to do that.
- Why am I here? This is the one LinkedIn brag slide, I promise you, but the title of my session in today’s agenda was about generating leads and business. LinkedIn is often selected for this goal because companies have long been using LinkedIn Marketing Solutions to this end, and I have been there since very nearly Day One. So with charts like these, many marketers would think “great, I’ll create an ad that promotes my product and watch the leads come in” right? Wrong. Today’s demand gen marketer, whether selling deodorant or wind turbines, requires an approach with more finesse, more thought and planning. So let’s talk about how to do that.
- Some of the most followed companies on LinkedIn, globally
- Some of the most followed companies on LinkedIn, globally
- *vertical follower defined as following 2+ companies in vertical not including own company
- *vertical follower defined as following 2+ companies in vertical not including own company
- *vertical follower defined as following 2+ companies in vertical not including own company
- LinkedIn’s mission is to connect the world’s professionals and make them more productive and successful. But this is social media, so personal success stories will always have a natural home here.