SlideShare a Scribd company logo
Building an Engaging Content Strategy 
Jon Lombardo, Content Marketing Lead, EMEA 
6 November 2014
6 November 2014
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
“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
Building Better Audience Personas
We’re helping you to create data-driven personas 
133 
246 
174 
601 
High Tech 
Finance 
Corporate 
Consumer Goods
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
How senior they are 
230 
215 
243 
389 
248 
464 
108 
Vice President 
Senior Level 
Owner 
Manager 
Entry Level 
Director 
CXO
Building Better Buying Cycles
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
How they search 
119 
1264 
383 
Search 
Pricing 
Home 
Features 
Total Visitors 
14,570 
12,804
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
Building Better Content Marketing
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
What to produce 
1
Test your intro 
message or 
call to action 
Test your image Test your headline and teaser text 
How to optimise
What Does Engaging Content Look Like?
Reaching the 
IT Committee
Nurturing the 
IT Committee
Acquiring the 
IT Committee
6 November 2014

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Building an Engaging Content Strategy

  • 1. Building an Engaging Content Strategy Jon Lombardo, Content Marketing Lead, EMEA 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
  • 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
  • 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
  • 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
  • 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

Editor's Notes

  1. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  2. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  3. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  4. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  5. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  6. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  7. How this maps back to content strategy: High tech is lower funnel CXO is lower funnel Others not as much
  8. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  9. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  10. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  11. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  12. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?
  13. [Q1] What is your age?  [Q7] What is the highest level of education you have completed?  [Q3] Which of the following best describes your job title? [Q4] Which of the following best describes the industry you are currently working in?