The pressure is real for brands to constantly be churning out fresh content and be “always on.” Research shows time and again that the brands that do always-on marketing well are often considered more recognizable and relevant. But it's not easy to implement.
In addition to always running campaigns, marketers need to ensure the content they promote is relevant throughout their prospect's buying journey. How does one be always on without having to always be working?
In this session, LinkedIn’s Senior Content Solutions Consultant Purna Virji will share how marketers can re-think their content planning approach and share frameworks and best-in-class examples for designing a scalable and sustainable always on content strategy.
3. Content creation,
strategy, and distribution
are still the most
common pain points.
minimal/lack of content marketing success (past 12 months)
Source: Content Marketing Institute, B2B Content Marketing Insights 2021
0% 20% 40% 60% 80% 100%
Other
Pandemic-Related Issues
Internal Cost-Cutting Measures
Content Measurement Challenges
Content Distribution Challenges
Content Strategy Issues
Content Creation Challenges
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4. 1
Audit existing content
to find fresh ideas
Give new purpose to
2
3
Plan via the Hum-
Sing-Shout framework
Q&A and key
takeaways
4
Grab your popcorn as we cover:
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8. of consumers say they have
a more positive image of a
company when it supports
social or environmental issues
Source: Nielsen, Cone Communications, Unilever, Mckinsey.
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9. Curate from your purpose to connect via shared values
your local community at scale
Tip #1
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Indicates stage(s) of funnel
10. of customers with a high
personal & emotional
connection to a brand are
willing to pay a premium
Source: Gartner Corporate Brand Survey 2017
0
10
20
30
40
50
60
70
Customers willing to pay premium
Low brand
connection
High brand
connection
14% 64%
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11. Curate employee voices to build strong emotional connections
Learnings from Employee Resource
Group (ERG) discussions
Employee passions Executives sharing ideas and learnings
A few great places to look:
Tip #2
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12. In a distracted world,
lead nurturing is more
important than ever
Source: Marketo, Definitive Guide to Lead Nurturing
lower cost for companies
that excel at lead nurturing
more sales-ready
leads generated
⇡50%
⇣33%
Companies with advanced
lead nurturing see:
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13. Curate from history to nurture audiences and drive engagement
Tap into key trends to boost engagement Evoke nostalgia via hashtags like #TBT to spark dialogue
Tip #3
14. Humans have
always used
Social Proof to
make decisions
Source: LinkedIn Age of Agility Report
Which resources relate to
39%
37%
35%
28%
25% 24%
15%
11% 11% 11%
9%
5% 4%
Buyers overwhelmingly trust sources
independent of the company
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15. Curate from your wins to set yourself apart via social proof
Tip #4
Promote customer experiences Promote recognition you receive and give
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16. Source: Google Zero Moment of Truth
Study, Inside Sales, Forrester, Focuvision.
of the purchase process
is completed before
contacting a vendor
13 pieces of content are consumed in the process
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18. • Product Marketing
• Analytics & Insights
• Brand Marketing
• HR & Recruiters
• Sales Reps & Customer Service
• Product Managers
The truth
is out there
content
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19. Cheat Sheet
Where to start
looking for fresh
content ideas
Where to look What to look for Specifics
Company
website
Company blog
Company resources
Pr/news section
Industry news
Insights and trends
Tips
Videos
Whitepapers
Other media
Company announcements
News
Leadership
Innovation
Links to other social sites
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24. Build content from news and current affairs to be relevant and timely
Celebrity news to attract attention Recent popular headlines to boost interest
Tip #1
25. Repurpose popular social trends to drive connection
Tip #2
Humor via trending memes Let your audience join the fun
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26. Sample from your own high-investment content
Create snackable video bites
from in-depth reports
Tip #3
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27. Sample from your own high-investment content
Tip #3
Turn insights from your research
into compelling visual stories
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28. Sample from your own high-investment content
Tip #3
One Research Report
Excerpts used to target
different audiences
Employee-focused posts Manager/HR-focused posts
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29. You can create dozens of assets
with minimal work when the
same core IP gets re-used in a
variety of formats and channels
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30. Handy tools to help you diversify your content
Design Content
• Canva: Helps with a range
of design projects
• Venngage: Helps you
create infographics
• Pexels: Free stock images
• HubSpot's Social Media Calendar:
Content calendar template
• Coschedule: Headline analyzer
Cheat Sheet
Video
• Lumen5: Creates videos from
your existing content
• Camtasia: Screen recorder
for tutorials, demos, etc.
• OBS Studio: For video
recording and live streaming
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32. Hum, Sing, Shout: Help your content engine run continuously and smoothly
Time
Level
of
activity
Hum
Sing
(Small campaigns)
Shout
(Large campaigns)
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33. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Report: FY21 market outlook Future Trends eBook
Webinar series featuring
in-house analysts
XYZ Product
Feature
Announcement
LinkedIn:
Executive
thought
leadership
series
How to
conduct an
effective
retirement plan
review in 2021
Customer
Spotlight series
Market
Commentary:
Fixed Income
Election watch:
Priorities
emerge under
new leadership
Quick-hit Market Commentary
Topical short-form content
CSR / equitable future content
Sharing outside sources i.e., industry thought leadership, business news
Best practice: Content from all teams should be represented in one place
Shout i.e., Hero content
Big, broad and topical
most resource intensive
Sing i.e., Hub content
Regularly scheduled
campaigns with content
based on audience passions
Hum i.e., Hygiene content
Always-On content
optimised to audience
intent and interests
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34. Being Always-On helps you provide
relevant content at the right time
throughout the buying journey
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36. recap
1. Audit existing content to curate from your:
• purpose
• employees
• history
• wins
• data
2.
• news and current affairs
• popular social trends
• high-investment content
3. Plan content using the Hum-Sing-Shout framework
• Include content from all teams
