[Webinar] The Rise of Blockbuster Marketing
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Content Guru, Jon Lombardo, will be helping us to learn the fundamentals to effective B2B marketing on LinkedIn. Jon will be talking us through the concept of Blockbuster Marketing and thow to create relevant content for your audience. This exciting and very entertaining presentation will teach us how to make content marketing easy and deliver “big ideas” in a scalable way.
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[Webinar] The Rise of Blockbuster Marketing
- 1. THE RISE OF BLOCKBUSTER MARKETING W E B I N A R B Y
- 3. Jon Lombardo Brand Strategist, LinkedIn @JonLombardo P R E S E N T E D B Y
- 4. The current model for B2B content marketing is flawed
- 5. Marketers Are Imitating The Wrong Model: News Publisher Publishing is a really hard business model to monetize -- even for NYT
- 6. We believe there’s a smarter marketing model for B2B
- 7. We call it “Blockbuster Marketing”
- 8. “Blockbusters” Bring Focus To Content Strategy Disney studio revenue at record high due to slate of 13 “content franchises” S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7
- 9. Focus Makes Monetization Easier Through Extensibility Disney markets its “Core IP” in different formats across different channels
- 10. Blockbusters Work in B2B Too, But By Selling Expertise Turn your valuable thought leadership into annual “content franchises”
- 11. And Monetize With The Same Extensible Approach Invest in “Core IP” in different formats across different channels like Disney
- 12. Using Each “Preview” To Build Brand & Generate Leads Be “always-on” in the feed with daily “previews” of your blockbuster MQLNO YES REVENUESALESNURTURE NO CONTENT FRANCHiSE SOCIAL PREVIEW SOCIAL PREVIEW SOCIAL PREVIEW
- 13. Blockbusters help solve some of marketers key challenges 1 Higher Quality: Fewer things can be done better 2 More Effective: Better things are more likely to breakthrough 3 Better ROI: A blueprint for multi-year ROI 4 Halo Effect: “Blockbusters” make discovery of other content easier
- 14. That’s why we’re offering “Blockbusters-As-A-Service”
- 15. AUDIENCE CREATIVE DISTRIBUTION MEASUREMENT Use Our Data To Develop Breakthrough Creative Leverage LinkedIn data to produce creative based on audience insights
- 17. Write Your Brief Based On Audience Insights Get into the business of data-driven content creation like Netflix
- 18. Understand Your Audience By Studying Top Content Consider LinkedIn Trending Content, Google Analytics, Social Feeds, etc.
- 20. Follow Our 4-Step Creative Framework Start with company mission and business when developing creative MISSION BUSINESS LINE B LOCKBUSTER 1 Thought Leadership 2 Social First 3 Touchpoint Consistent 4 Brand Characters B 2B M AR K ETING SOPHISTICATED GU ID E INNOVATION IN N OVATIONS IN H EALTH SUCCESS BETTER HEALTH FREELANCERS B U SINESS OF ON E PRODUCTIVITY
- 21. 1. Blockbusters Offer Formulaic Structure Develop a chapter-by-chapter blueprint that can be easily replicated
- 22. 2. Blockbusters Design For Social-First Produce a “content franchise” *and* 50+ social “previews” for the feed CONTENT FRANCHISE“SOCIAL PREVIEW #1” “SOCIAL PREVIEW #2” “SOCIAL PREVIEW #3”
- 23. 3. Blockbusters Manage Touchpoint Consistency Build brand recall and generate sales with consistent brand design
- 24. 4. Blockbusters Scale Through Brand Characters Align marketing and sales with your most trusted touchpoint: employees
- 25. How To Build Brand & Generate Leads Everyday Be “always-relevant” with daily “previews” in the feed MQLNO YES REVENUESALESNURTURE NO CONTENT FRANCHISE SOCIAL PREVIEW SOCIAL PREVIEW SOCIAL PREVIEW
- 27. We’ll Partner On The Work Required The services below are added-value with a “blockbuster” media buy AUDIENCE • Insights Analyst • LI Insights Tag • Trending Content CREATIVE • Blockbuster • Social Extensions • Consistent Visuals DISTRIBUTION • Sponsored Content • inMail • Programmatic MEASUREMENT • Validation Study • Brand Study • Closed Attribution
- 28. We’ll All Need About 8 Weeks To Do This Right Insights-driven strategy, creative, distribution, and optimization Task Timing LinkedIn Client Audience Insights 2 Weeks Content Partner ? Strategy Session 1 Week Content Partner ? Creative Development 6-8 Weeks Content Partner ? Distribution / Optimization 3-6 Months Account Team ?
- 29. Q & A
- 30. Thank You
Editor's Notes
- WHO ARE THEY? - See themselves at Senior / C-Suite Want to see themselves at Senior / Owner / Entrepreneur WHAT PROBLEMS DO THEY NEED SOLVED? News Skills Networks / Events Benefits HOW TO STRUCTURE CONTENT TO TEASE OUT WHAT THEY NEED? Revealed Preferences Stated Preferences Latent Preferences