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MASTERING CONTENT MARKETING ON LINKEDIN

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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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3 OUR AGENDA


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4 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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5 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. 7 USD


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9 WHY LINKEDIN?


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10 OUR MISSION


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CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE AND SUCCESSFUL 11


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12 OUR VALUE


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13 HOW MEMBERS GET VALUE


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14 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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16 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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20 [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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26 YOUR HOME ON LINKEDIN


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THE COMPANY PAGE


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28 [6] TYPES OF COMPELLING CONTENT FOR MEMBERS


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MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS


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30 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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36 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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38 [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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46 [1] APPROACH TO DISTRIBUTING CONTENT


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20% POSTS 80% BUDGET INVEST IN THE ‘80/20’ RULE


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48 [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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52 Q&A


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53 THANK YOU


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