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LinkedIn Content Promotion Best Practices

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Presentation from Content Marketing Consultant Jaime Pham on what kinds of content professionals want to see on LinkedIn, and how to create posts that will engage them

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LinkedIn Content Promotion Best Practices

  1. 1. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Content Marketing Best Practices with Jaime Pham ©2014 LinkedIn Corporation. All Rights Reserved. 1
  2. 2. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Introduction 2
  3. 3. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09  Executive summary  Content on LinkedIn: What works  Top 10 tips for compelling updates  Success stories: using Sponsored Updates to drive business results  Key Takeaways  Q&A Agenda
  4. 4. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Executive summary 4 Company updates and Sponsored Updates should be thought of as Native Content: content marketing delivered in a native format In order to be truly native, the content must match the context: keep it professional, helpful, and aspirational Putting banner ad copy into a sponsored update is not native When crafting an update, be concise, and be mobile- friendly. More than ½ of sponsored update engagement comes from mobile devices
  5. 5. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Content Marketing vs. Native Advertising 5
  6. 6. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 6 Content Marketing “Delivering information that makes your buyer more intelligent”- Content Marketing Institute Source: Content Marketing Institute
  7. 7. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 7
  8. 8. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 So who is your buyer and what are they on LinkedIn to learn about?
  9. 9. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Network Knowledge Be helpful.Be human.Be accurate. Three keys to success Identity
  10. 10. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Use personas + LinkedIn targeting to ensure relevancy. Be accurate Organic (follower) targeting Sponsored Update targeting Recommended minimum audience size: 5-10,000 Recommended minimum audience size: 250,000* *depending on budget and desired reach
  11. 11. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Watch what is trending on LinkedIn Three keys to success Be accurate
  12. 12. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Call out your intended audience Three keys to success Be accurate
  13. 13. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Simply: get personal Three keys to success Be human
  14. 14. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Everyone needs a lighthearted break from work Three keys to success Be human
  15. 15. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem Help professionals be more productive Three keys to success Be helpful
  16. 16. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Your Brand in the LinkedIn Ecosystem And successful Three keys to success Be helpful
  17. 17. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 17 Company and Sponsored Updates on LinkedIn: Native Content Key Takeaway: native advertising in the LinkedIn news feed is about more than just matching the look and feel. You also need to match the context.
  18. 18. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Top Tips for Compelling Updates 18
  19. 19. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing HEADLINES MATTER Top Performing Sponsored Updates Numbered lists make content easier to consume Strong language creates a sense of urgency
  20. 20. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing ASK QUESTIONS TO ENGAGE THE READER Top Performing Sponsored Updates Start with a question or quote to hook your reader Make sure the image is relevant and adds to the tone of the post
  21. 21. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing OPTIMIZE FOR MOBILE Top Performing Sponsored Updates Eliminate the intro copy, or keep it fewer than 150 characters Use link posts to optimize mobile clicks (make sure the landing page is responsively designed)
  22. 22. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING Top Performing Sponsored Updates Call out your target audience directly in the copy Ask questions and use “you” directly to your target audience
  23. 23. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing INSPIRE THROUGH STORYTELLING Top Performing Sponsored Updates Rich media image commands attention in the news feed Use first-person language and include a clear call-to-action
  24. 24. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Success Stories 24
  25. 25. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 25 Case Study: Adobe Sponsored Updates for Branding LinkedIn Confidential ©2014 All Rights Reserved “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.” Adobe Results • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention”
  26. 26. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 26 Case Study: Capgemini & NewsCred Sponsored Updates for Thought Leadership LinkedIn Confidential ©2014 All Rights Reserved “…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000 new followers each week on their company page…” Newscred 69% LinkedIn Shares 100,000 new followers Results
  27. 27. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Case Study: Hubspot Sponsored Updates for Lead Generation Results • 400% more leads within their target audience than on other platforms "We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “ Hubspot 27 LinkedIn Confidential ©2014 All Rights Reserved
  28. 28. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Key Takeaways 28
  29. 29. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 29 Key Takeaways Make your customers more productive and successful1 BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ Has Gold Lost its Luster? | iShares Blog bit.ly • Of all the investment topics I've discussed with clients, whether to invest in gold usually elicits the most divergent opinions. As an investment that is almost impossible to value, people's views on gold are often more a matter of philosophy than... Like (12) • Comment (6) • Share • 9 days ago
  30. 30. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 30 Key Takeaways Be the editor: A/B test your headlines. Shorter tends to be better. 2
  31. 31. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 31 Sponsored Updates Content Best Practice Cheat Sheet Optimizing content • Always ask, “why would my audience read this?” • Use concise and compelling intros and headlines • Ask compelling questions to involve the target audience • Include a clear call to action, regardless of the objective • Make sure your landing pages are optimized for mobile traffic Managing updates • Plan your editorial calendar, but also react to timely events • Respond to comments regularly • Consider keeping updates running through the weekend • Test to see what works with your audience and then refine Optimizing visuals • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links
  32. 32. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing #LinkedInContent @jaimelynn09 Q&A 32
  33. 33. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 33

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