webinar: mastering content marketing

Jon LombardoLinkedIn,

Content Marketing Lead

MASTERING CONTENT MARKETING

ON LINKEDIN

Keys to Great Thought-Leading ContentSOME HOUSEKEEPING ITEMS

1.Questions? Send them via Webex Q&A Feature.

2.Recorded? Of course and will be emailed to you.

3.Feedback? Survey will be available at the end of the Webinar.

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OURAGENDA

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TODAY’S AGENDA

WHY CONTENT MARKETING?WHY LINKEDIN?DEFINING CONTENT STRATEGYCREATING COMPELLING CONTENTFRAMING CONTENT FOR FEEDSDISTRIBUTING ‘80/20’ CONTENTFOUR THINGS TO REMEMBER

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WHY CONTENT MARKETING?

BUYERS DON’T START WITH SALES ANYMORE

90%Before customersreach out directly

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012

7-10Pieces of content

are consumed before a purchasing decision

is madeSource: Zero Moment of Truth Study, Google

THEY START WITH (AND BUY) YOUR THOUGHT LEADERSHIP

“BUYERS DON’T BUY YOUR PRODUCTS AND SERVICES, THEY ‘BUY’ YOUR PERSPECTIVE AND APPROACH TO SOLVING THEIR PROBLEMS”

WHICH IS WHY CONTENT MARKETING IS THE NEW PATH TO REVENUE

The avg. IT Committee member needs to consume 7-10 pieces of content before they are ready to talk to a sales rep.

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2 134

76 USD

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WHY LINKEDIN?

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OURMISSION

CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE

AND SUCCESSFUL

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OURVALUE

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HOW MEMBERS GET VALUE

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of Business Elite visit LinkedIn

weekly1

46%More business decision

makers than comparable business site

2.8XHigher buying power index vs. comparable

business and social sites

28%

1Ipsos Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees.

OUR MEMBERS ARE THE MOST INFLUENTIAL AND AFFLUENT ON THE WEB

Connections500+

CompanySainsbury’s

IndustryRetail

Size5000+

NameIain Macmillan

GenderMale

EducationKing’s College

London

GeoLondon, UK

GroupsThe Finance Executive

Finance Today

SeniorityDirector

FunctionFinance

OccupationFinance Director

PublicationsFinancial News

SkillsStrategy

RestructuringChange Mgmt

THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET

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OURMINDSET

PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY

THEY ‘INVEST TIME’ ON LINKEDIN

THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY

-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

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[4] QUESTIONS YOUR CONTENT STRATEGY

SHOULD ANSWER

4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR

1. WHO DO YOU WANT TO REACH?

2. WHERE ARE YOU LOOKING TO BUILD BRAND MEMORY?

IOTMOBILITYSECURITY

3. HOW DOES YOUR AUDIENCE GET VALUE?

4. HOW WILL YOU MEASURE SUCCESS?

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YOUR HOME ON LINKEDIN

THE COMPANY PAGE

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[6] TYPES OF COMPELLING CONTENT

FOR MEMBERS

MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS

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60%

30%

90% OF YOUR CONTENT NEEDS TO EDUCATE AND INSPIRE AT TOP-OF-FUNNEL

1. INDUSTRY NEWS / EVENTSLAYER ANALYSIS ONTO THE NEWS CYCLE

2. PROFESSIONAL DEVELOPMENTMAKE YOUR AUDIENCE SMARTER TODAY

3. LEADERSHIP & PRODUCTIVITYMAKE YOUR AUDIENCE SMARTER OVER TIME

4. INDUSTRY TRENDSHELP YOUR AUDIENCE UNDERSTAND THE FUTURE

5. PEER EXPERT(S)DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS

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60%

30%

10%

10% OF YOUR CONTENT SHOULD SIT AT THE BOTTOM-OF-FUNNEL COLLECTING LEADS

6. BRING THE BRAND EXPERIENCE TO LIFEOFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES

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[6] TIPS TOOPTIMIZE CONTENT FOR

THE FEED

FRAMING FOR THE FEED IS CRITICALWE LIVE IN A FEED WORLD

1. CUSTOMISE IMAGE, HEADLINE & URGENCYALL THREE MUST WORK IN CONCERT

2. INVEST IN GREAT IMAGESCUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT

3. USE A CONSISTENT BRAND IDENTITYMAKE SURE TO BUILD BRAND MEMORY

4. WRITE (MULTIPLE) HEADLINESLEARN TO WRITE GREAT HEADLINES

5. LESS CONTENT, MORE TESTINGTHE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS

120% LIFT

6. LESS CONTENT, MORE RECYCLINGDON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT

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[1] APPROACH TO DISTRIBUTING CONTENT

20% POSTS

80% BUDGET

INVEST IN THE ‘80/20’ RULE

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[4] KEYTAKEAWAYS

4 THINGS TO REMEMBER TO BE A BETTER CONTENT MARKETER

1. ASK ‘WHY WOULD MY AUDIENCE SHARE THIS CONTENT W/ ANOTHER PROFESSIONAL’?

2. OPTIMISE EACH ELEMENT OF A POST FOR MAXIMUM EFFECT (IMAGES, TEXT, ETC.)

3. INCLUDE A CLEAR ‘CALL TO ACTION’ TO GET ROI.

4. ABOVE ALL ELSE, ADOPT A TEST & LEARN APPROACH.

HOW TO GET STARTED TODAY

Time to Put These Ideas to Work!

1.LEARN MORE. Download the Sophisticated Marketer’s guide to LinkedIn.

https://business.linkedin.com/en-uk/marketing-solutions

2. REACH NEW AUDIENCES TODAY. If you’re the admin of your LinkedIn Company Page, you can also sponsor an update at linkedin.com/ads.

GET STARTED TODAY

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Q&A

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THANK YOU