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Jon Lombardo LinkedIn, Content Marketing Lead
MASTERING
CONTENT MARKETING
ON LINKEDIN
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Keys to Great Thought-Leading Content
SOME HOUSEKEEPING ITEMS
Questions? Send them via Webex Q&A Feature.
Recorded? Of course and will be emailed to you.
Feedback? Survey will be available at the end of the Webinar.
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OUR AGENDA
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TODAY’S AGENDA
WHY CONTENT MARKETING?
WHY LINKEDIN?
DEFINING CONTENT STRATEGY
CREATING COMPELLING CONTENT
FRAMING CONTENT FOR FEEDS
DISTRIBUTING ‘80/20’ CONTENT
FOUR THINGS TO REMEMBER
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WHY CONTENT MARKETING?
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BUYERS DON’T START WITH SALES ANYMORE
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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”
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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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USD
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WHY LINKEDIN?
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OUR MISSION
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CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE AND SUCCESSFUL
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OUR VALUE
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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
2.8X
Higher 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
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Skills
Strategy
Restructuring
Change Mgmt
THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET
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OUR MINDSET
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PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY
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THEY ‘INVEST TIME’ ON LINKEDIN
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THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY
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[4] QUESTIONS YOUR CONTENT STRATEGY SHOULD ANSWER
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4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR
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1. WHO DO YOU WANT TO REACH?
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2. WHERE ARE YOU LOOKING TO BUILD BRAND MEMORY?
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3. HOW DOES YOUR AUDIENCE GET VALUE?
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4. HOW WILL YOU MEASURE SUCCESS?
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YOUR HOME ON LINKEDIN
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THE COMPANY PAGE
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[6] TYPES OF COMPELLING CONTENT FOR MEMBERS
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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
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1. INDUSTRY NEWS / EVENTS
LAYER ANALYSIS ONTO THE NEWS CYCLE
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2. PROFESSIONAL DEVELOPMENT
MAKE YOUR AUDIENCE SMARTER TODAY
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3. LEADERSHIP & PRODUCTIVITY
MAKE YOUR AUDIENCE SMARTER OVER TIME
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4. INDUSTRY TRENDS
HELP YOUR AUDIENCE UNDERSTAND THE FUTURE
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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
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6. BRING THE BRAND EXPERIENCE TO LIFE
OFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES
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[6] TIPS TO OPTIMIZE CONTENT FOR THE FEED
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FRAMING FOR THE FEED IS CRITICAL
WE LIVE IN A FEED WORLD
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1. CUSTOMISE IMAGE, HEADLINE & URGENCY
ALL THREE MUST WORK IN CONCERT
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2. INVEST IN GREAT IMAGES
CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
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3. USE A CONSISTENT BRAND IDENTITY
MAKE SURE TO BUILD BRAND MEMORY
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4. WRITE (MULTIPLE) HEADLINES
LEARN TO WRITE GREAT HEADLINES
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5. LESS CONTENT, MORE TESTING
THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS
120% LIFT
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6. LESS CONTENT, MORE RECYCLING
DON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT
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[1] APPROACH TO DISTRIBUTING CONTENT
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20% POSTS
80% BUDGET
INVEST IN THE ‘80/20’ RULE
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[4] KEY TAKEAWAYS
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4 THINGS TO REMEMBER TO BE A BETTER CONTENT MARKETER
ASK ‘WHY WOULD MY AUDIENCE SHARE THIS CONTENT W/ ANOTHER PROFESSIONAL’?
OPTIMISE EACH ELEMENT OF A POST FOR MAXIMUM EFFECT (IMAGES, TEXT, ETC.)
INCLUDE A CLEAR ‘CALL TO ACTION’ TO GET ROI.
ABOVE ALL ELSE, ADOPT A TEST & LEARN APPROACH.
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HOW TO
GET STARTED TODAY
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Time to Put These Ideas to Work!
LEARN MORE. Download the Sophisticated Marketer’s guide to LinkedIn.
https://business.linkedin.com/en-uk/marketing-solutions
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
