This live webcast explores how to develop a content marketing strategy to drive high-impact results using Lead Accelerator. Sanjay Melwani, marketing automation consultant, walks you through key content and segmentation best practices, including how to: • Perform a content audit to determine the best offers for your nurture streams • Segment your target audiences and identify the right content for both known and anonymous contacts • Optimize content across all ad formats including display ads, LinkedIn Sponsored Updates, and Facebook

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Developing a Killer Content Strategy for
LinkedIn Lead Accelerator
​ Sanjay Melwani
​ Marketing Automation Consultant
​ LinkedIn

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• Got a question? Submit it in the
Q&A box.
• Follow us for more: @LinkedInMktg
How to Engage with Us

4. Let’s Talk About
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• Performing a content audit to determine ideal content offers for your
nurture streams
• Segmenting your target audiences and identify the right content for
both your known and anonymous contacts
• Optimizing content across all ad formats in Lead Accelerator
including display ads, Sponsored Updates, and Facebook
• We’ll also look at a few examples of high-performing content and
discuss how to measure performance.
• Q&A

5. Kicking Off Your Content Approach with
Lead Accelerator
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Popular Content Types
• Whitepapers
• eBooks
• Guides
• Analyst Reports
• Case Studies
• Demos
• Free Trials
• Videos
• Blog Posts
• Webinars

7. How Many Pieces of Content Do You Need?
Week 1 Creative
Week 2 Creative
Week 3 Creative
Stream A Stream B Stream C
Waves

8. Content and Segmentation
Go Hand in Hand
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SMB| ENTERPRISE| SELF-SERVICE
Method 3: Stage in Buyer’s Journey
NEW VISITORS | ENGAGED VISITORS | KNOWN
Method 2: Product/Solution
PRODUCT A| PRODUCT B| PRODUCT C
Method 1: Audience Type/Vertical
Content Based on Segmentation OR
Segmentation Based on Content?

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Content Based on Different Stages of the Funnel

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Content Strategies for
Known Contacts vs. Anonymous Contacts
• Shareable Content
• Gated vs. Ungated Content
• Objectives for Known Contacts
• Objectives for Anonymous Contacts

12. Optimizing Ad Copy Based on Channel
Facebook News Feed:
LinkedIn Sponsored Content:
Display:

13. Measuring Success with Content in
Lead Accelerator
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Examples of High-Performing Content

15. Optimization Basics:
Performance Metrics Based on Content Type

16. A Few More Tips to a Killer Content
Strategy
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17. Additional Tips:
Wave Order based on Content Type

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Nurture Stream Performance By Segment & Creative
Additional Tips:
Test, Test, Test!

19. 4 Standard Display Sizes 1 Facebook Newsfeed
One Ad Set Includes:
1 LinkedIn Sponsored Update
Content Limitations Based on Creative Resources

20. What Else:
Content Best Practices
1 Content Comes in
Many Forms
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You Don’t Need a Ton of
Creative to Get Started
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If Content is Limited,
Use It to Drive
Segmentation
4 Align Content with
Audience Engagement
5 Content Can Be
Gated or Ungated.
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Optimize Ad Copy
Based on Channel
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Use Wave Order to
Your Advantage
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Lean on Social
Channels

21. A Few Final Thoughts
Start simple! It’s very easy to get complex with this product quickly, so
start simple and then optimize for maximum performance.
Leverage new content. Content is constantly being created, so don’t be
afraid to use new content for your Lead Accelerator program.
Test and optimize. This is a “living” program that needs some love every
once in a while.
Give your program time. Your program needs some time to ramp-up
before you make any big adjustments. You’ll want to see what works
before you start to optimize.

22. Help Center Links:
• Developing an Audience and Content Strategy
• http://help.lms.linkedin.com/hc/en-us/articles/206477247-Developing-an-audience-and-
content-strategy
• Nurturing Homepage Bouncers
• http://help.lms.linkedin.com/hc/en-us/articles/204631968-Nurturing-Homepage-Bouncers
• Nurturing Visitors to Product Pages, Landing Pages and Blog
• http://help.lms.linkedin.com/hc/en-us/articles/205741728-Nurturing-Visitors-to-Product-
Pages-Landing-Pages-and-Blog
• Nurturing Known Contacts
• http://help.lms.linkedin.com/hc/en-us/articles/205656738-Nurturing-Known-Contacts
Other Resources
• The Sophisticated Marketer’s Guide to Thought Leadership
• https://business.linkedin.com/marketing-solutions/c/14/10/sophisticated-marketers-guide-to-
thought-leadership
Helpful Links:

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