how to create a linkedin content marketing plan

#LinkedInMktg

Associate Content Marketing Manager

LinkedIn Marketing Solutions

Group Manager,

Content Marketing and Social Media

LinkedIn Marketing Solutions

Jason Miller

Alex Rynne

FOR THE FIRST TIME IN THE HISTORY OF MEDIA

YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE PLACE

OUR DIGITAL LIVES CONVERGE ON VERY FEW BIG DESTINATIONS

61Msenior-levelinfluencers

40Mdecision makers

10.7Mopinion leaders

6.8MC-level execs

22.8MMass Affluent

4.1MIT decision makers

414Mprofessionals are on LinkedIn

THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS

3.1Mmarketers

PROFESSIONALS ENGAGE WITH PURPOSE – AND WITH CONTENT

9 billion content impressions / week

15X content vs job postings in the feed

57% mobile

#LinkedInMktg#LinkedInMktg

PEOPLE SPEND TIME ON OTHER SOCIAL NETWORKS,

BUT THEY INVEST TIME ON LINKEDIN.

#LinkedInMktg

79% Of B2B marketers believe social media is an effective marketing channel

80% Of B2B leads come from LinkedIn

43% According to HubSpot, 43% of marketers say thatthey have sourced a customer from LinkedIn

#LinkedInMktg

4 LINKEDIN CONTENT MARKETING OPPORTUNITIES FOR THE TAKING

LinkedIn Company & Showcase Pages

LinkedIn SlideShare

LinkedIn Sponsored Content & Direct Sponsored Content

Publishing on LinkedIn

#LinkedInMktg

IDENTITYYour company’s profile to the world’s professionals

NETWORKConnect professionals and your employees to drive economic opportunity

KNOWLEDGEShare content & opportunities to make professionals more productive & successful

ESTABLISH YOUR COMPANY’S IDENTITY BUILD RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS

#LinkedInMktg

HIGHLIGHT YOUR INDIVIDUAL BRANDS

WITH SHOWCASE PAGES

LINKEDIN COMPANY & SHOWCASE PAGES

• Allow LinkedIn members to follow the aspects of

your business they’re interested in

• Create a dedicated page for aspects of your

business with their own messages and audience

to share with

• Share focused content to build a relationship

with a specific audience

#LinkedInMktg

Hire, Market, and Sell Better Using LinkedInElevate’s New Features: http://blt.ly/1MOluYh

For a daily dose of inspiration for marketers, by marketers, subscribe to our blog: http://bit.ly/1hu3cBm

If you need a daily playbook for successful content marketingon LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02

What Effective B2B Content Marketing LooksLike: http://blt.ly/1JC0ijA

55 Quotes to Inspire Content Marketing Greatness: http://bit.ly/22XeEYv

LINKEDIN COMPANY & SHOWCASE PAGESWHAT TO SHARE

http://bit.ly/1hu3cBm

http://bit.ly/22XeEYv

#LinkedInMktg


• Page Followers

• Post Clicks

• Engagement

KEY METRICS

• Comments

• Inquiries and Leads

• Event Registrants

Brand Awareness

Lead Generation

Thought Leadership

Event Registration

MEETING YOUR OBJECTIVES

#LinkedInMktg


ACTION ITEMS

• Post 3-4x a day

• Engage with and respond to followers’ comments

• Change header image every 6 months

#LinkedInMktg

70 million monthly unique visitors

13,000 new pieces of content added daily

Among the 100 most visited websites in the world

400,000 new presentations each month.

LINKEDIN SLIDESHARE

#LinkedInMktg

LINKEDIN SLIDESHAREWHAT TO SHARE

#LinkedInMktg

LINKEDIN SLIDESHARE


Lead Generation

Brand Awareness & Thought Leadership

SEO

• Inquiries and leads

• Demographics of your readers and followers

• Linkbacks

KEY METRICS

• Keyword rankings

• Views

• Actions (Downloads, Likes & Embeds)

#LinkedInMktg

LINKEDIN SLIDESHARE DASHBOARD

#LinkedInMktg

Upload new content weekly

Highlight decks on profile page

Group content into playlists

Add lead forms

Leverage the clipping tool

Easy way to add interactive content to your strategy

ACTION ITEMS

LINKEDIN SLIDESHARE

#LinkedInMktg

PUBLISHING ON LINKEDIN

Our over 1 million unique publishers publish

more than 130,000 posts a week on LinkedIn.1+

Million

About 45% of readers are in the upper ranks of their industries: managers, VPs, CEOs, etc.45%

#LinkedInMktg

#LinkedInMktg

PUBLISHING ON LINKEDINWHAT TO SHARE

#LinkedInMktg


• Post Views & Profile Views

• Demographics of Your Readers

• Likes, Comments & Shares

KEY METRICS

Thought Leadership


#LinkedInMktg

Publish whenever you feel passionate

Recommended: Bi-weekly or once a month

ACTION ITEMS


#LinkedInMktg

ORGANIC IS GOOD. PAID IS BETTER.

#LinkedInMktg

Deliver rich content in the LinkedIn feed across all the devices

LINKEDIN SPONSORED CONTENT

#LinkedInMktg

With Direct Sponsored Content, reach your target audience directly in the feed without

publishing on your Company Page

Personalize

Test

Control

LINKEDIN DIRECT SPONSORED CONTENT

#LinkedInMktg

Deliver the right content to the right people and boost quality leads on LinkedIn: http://bit.ly/1TEY7Fl

Advertising today is a whole new playing field. Get ahead in the game with The Little Big Book of LinkedIn Advertising: http://bit.ly/1hlyOlx

Tune in as industry leaders discuss practical insights on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw

Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw

LINKEDIN SPONSORED CONTENTWHAT TO SHARE

http://bit.ly/1TEY7Fl

http://bit.ly/1hlyOlx

http://bit.ly/1BifEqw

+571% clicks

+490% impressions

DIRECT SPONSORED CONTENTALWAYS BE TESTING

#LinkedInMktg

SPONSORED CONTENTBEST PRACTICES

Visual is the new headline1

Keep it short & sweet2

Snackable stats work wonders3

Variety is the spice of life4

Don’t hyper-target5

Market to Who Matters: GET TO THE RIGHT PROFESSIONAL AUDIENCES

Rich demographic dataJob Function, Seniority,

Company Name, Geo, Industry

Interest-based targetingGroup Membership, Skills,

Companies Followed

Persona targetingJob Searchers, Opinion Leaders, Mass

Affluent, Business Travelers

Your own audience dataTarget Account Lists

#LinkedInMktg

LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT

• Engagement Rate

• Impressions

• Company or Showcase Page Followers

• Inquires or Marketing Qualified Leads Generated from the Update

KEY METRICS


Brand Awareness

Thought Leadership

Lead Generation

#LinkedInMktg

ACTION ITEMS

Select a Compelling Visual

Run 2-4 Sponsored Updates a Week

Run for 3 weeks, then Test & Iterate

Add URL Tracking Codes to Measure Post-Click Actions (Site Visits & Conversions)

Set Up Campaigns by Audience

Shift Budget to the Audience with the Highest Engagement Rate

LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT

#LinkedInMktg

BEST IN CLASS EXAMPLES FROM BRANDS WE LOVELINKEDIN SPONSORED CONTENT

#LinkedInMktg

BEST IN CLASS EXAMPLES FROM BRANDS WE LOVESLIDESHARE

#LinkedInMktg

BEST IN CLASS EXAMPLES FROM BRANDS WE LOVEPUBLISHING

#LinkedInMktg

ONE BRAND WHO DOES IT ALL.

#LinkedInMktg

BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE

HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT

#LinkedInMktg

LEVERAGE THE LINKEDIN ECOSYSTEM

BRAND TOUCHPOINTS DISTRIBUTIONCONTENT

COMPANY PAGE

LEADERSHIP PROFILES

EMPLOYEE PROFILES

COMPANY UPDATES(SPONSORED & ORGANIC)

INDIVIDUAL UPDATES

INDIVIDUAL POSTS

THE FEED

All content from owned properties is distributed through the feed to company

followers and individual connections.

#LinkedInMktg

#LinkedInMktg

CARVE UP THE TURKEY

#LinkedInMktg

#LinkedInMktg

EXAMPLE: PROMOTING THE TACTICAL PLAN

LANDING PAGE

LINKEDIN SHOWCASE PAGE

BLOG POST TWITTER

MOBILE DOWNLOAD

#LinkedInMktg

EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedInEXAMPLE: PROMOTING THE TACTICAL PLAN

BLOG POST GLOBAL INFOGRAPHIC

PHYSICAL BOOK

WEBINARS

#LinkedInMktg#LinkedInMktg

DON’T DO SOCIAL CAMPAIGNS,

MAKE EVERY CAMPAIGN SOCIAL.

#LinkedInMktg

lnkd.in/SMMW

https://lnkd.in/SMMW

https://lnkd.in/SMMW

#LinkedInMktg

Take your LinkedIn Content

Marketing Plan from theory

to enlightened practice.

Come to Booth #16

DOWNLOAD THE LINKEDIN CONTENT MARKETING TACTICAL PLAN

QUESTIONS?