Content Marketing on LinkedIn

Transcription

1 Content Marketing on LinkedIn

2 AGENDA Content Marketing on LinkedIn 1 Why does content marketing matter? 2 Why Linkedin is an important channel for my content? 3 How can I distribute content on LinkedIn? 4 What are some best practices for Content Marketing on LinkedIn? Subscribe to our newsletter

3 Why Does Content Marketing Matter?

4 It s a Challenging World Customers make it through 90% of the purchase process before reaching out. 10 pieces of content are consumed in the process Sources: *Forrester, Buyer Behavior Helps B2B Marketers Guide the Buyer s Journey, October 2012; **Zero Moment of Truth Study, Google

5 Today s Buyer is More Empowered Than Ever Precise targeting and personalization Mobile Social Search Multi-channel experiences Data driven marketing Real time communication and optimizations

6 Content Marketing is key to B2B strategy today Percentage of B2B respondents using Content Marketing Content marketing is here to stay 2015 B2B Content Marketing Trends-North America: Content Marketing Institute / Marketing Profs

7 Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Davis, Monumental Shift

8 Why Linkedin is an important channel to my content?

9 Many B2B brands are active on LinkedIn because that s where their audience is: Recommended reading: 80% of B2B social media leads come from LinkedIn LinkedIn Content Marketing Tactical Plan view now 50% of members report they are more likely to buy from a company they engage with on LinkedIn LinkedIn Mindset Divide Research view now 43% of marketers say they sourced a customer through LinkedIn Source: LinkedIn Internal Study, May 2015

10 LinkedIn is the #1 Social Media Platform for B2B Content Distribution Professional mindset that makes members receptive to brand content Premium audience of influencers and business decision-makers Accurate profile-based targeting

11 Professionals Engage Differently Purpose and Content 9 billion content impressions/week 15X content vs. job postings 57% mobile

12 1 Buyers are already consuming a lot of information before they even reach out 2 A majority of marketers are using content to reach their prospects, but not always doing it correctly 3 B2B Marketers can achieve their marketing goals by reaching professionals on LinkedIn SUMMARY How can I create a successful Content Marketing Program on LinkedIn? Subscribe to our newsletter

13 Overview: How can I distribute content on LinkedIn?

14 Content Marketing, broken down into 3 key phases: 3. Optimize 1. Develop 2. Distribute

15 Key Phase: Develop Document your content marketing strategy Create an editorial mission statement and leverage an editorial calendar Align content to the buyer s journey Leverage LinkedIn member insights Develop

16 Documenting your content marketing strategy puts you ahead of the game. Additional Resource: CMI s Essentials of a Content Marketing Strategy B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

17 Your editorial mission statement should lie at the intersection of 3 key elements. Your Expertise Untapped Opportunity Audience Pain Points & Interests

18 Turn Your Content into Strategy with a Content Calendar Content Calendar Example Week of March 3 Monday, March 3 Tuesday, March 4 Wednesday, March 5 Thursday, March 6 Intro Copy Content Title URL Content Calendar is a planning document that gives you and your team at LinkedIn a plan of attack for a successful Sponsored Update campaign: Friday, March 7 Week of March 10 Monday, March 10 Tuesday, March 11 Wednesday, March 12 Creates a publishing schedule that helps you maintain a consistent presence Thursday, March 13 Friday, March 14 Week of March 17 Monday, March 17 Visualizes your marketing strategy Tuesday, March 18 Wednesday, March 19 Thursday, March 20 x2 Acts as a communication point for all parties How much content is enough? We find that this number depends on your marketing objectives. 2 posts per week is a good start for most companies.

19 Align Your Content with the Buyer s Mindset Low Friction Enjoyable, helpful, entertaining content that generates awareness and trust Strangers Engagers Subscribers Content that helps buyers find you when they are looking for solutions Company specific information to help evaluate and reaffirm selection High Friction Leads Opportunities Customers Advocates

20 A few questions to ask yourself as you develop content: Who is this content for? Where are they in the buyer s journey? How does this make them more productive and successful? How will you measure success?

21 LinkedIn members have distinct interests Another good way to make sure your content resonates with your audience is to research what makes them click, like, comment and share. Not sure where to begin? Take a look at the latest trending topics for major verticals on LinkedIn. HIGH TECH INDUSTRY ENGAGEMENT FINANCIAL SERVICES INDUSTRY ENGAGEMENT CONSUMER SERVICES & GOODS INDUSTRY ENGAGEMENT HIGHER EDUCATION INDUSTRY ENGAGEMENT

22 SUMMARY How can I create a successful content marketing program on LinkedIn? 1 Start with a rock solid content marketing strategy 2 Know what content topics are trending with your prospects 3 Align content to match your prospects buyer journey 4 Use high quality content, much of which you may already have 5 Organize your content into an editorial calendar, planning to post at least 2 pieces of content per week Subscribe to our newsletter

23 How to: Distributing Content on LinkedIn

24 Key Phase: Distribute Organic Content vs. Sponsored Content Activate your employees network Distribute Utilize LinkedIn s publishing platform

25 Employee Profiles SlideShare Company Page Sponsored Content Employee/Influencer Posts Sponsored InMail Showcase Page

26 Content Marketers Use Organic and Paid Media Tactics Organic: Build your brand and content On your company page Showcase pages Through long-form posts On SlideShare Paid: Reach a targeted and broader audience Sponsored Content: In the LinkedIn Feed and beyond Sponsored InMail: In the LinkedIn Inbox Display Ads: Early in the purchase process Dynamic Ads: Through other native ad formats

27 Getting started with Sponsored Content Company Page 1. Create a Company Page and/or Showcase Page Campaign Assign Company Page Admin who will post content Designate your Campaign Manager(s) Content 1. Organize your Content 2. Outline an Editorial Calendar

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31 Activate your Employee Network Use the LinkedIn publishing platform to increase brand awareness and credibility

32 SUMMARY How do I leverage Sponsored Content? 1 Review your options for establishing a brand presence and reaching professional audiences on LinkedIn 2 Develop an organic and paid content marketing program 3 Begin with a Company Page or Showcase for distributing content; Leverage our ad campaign management platform to advertise 4 Employees can provide great, organic content about your company in their updates and articles. Authenticity is important Subscribe to our newsletter

33 What are some best practices for Content Marketing on LinkedIn?

34 Key Phase: Optimize Craft a strong message Leverage content formats that work on LinkedIn and repurpose assets Use Always On content marketing in waves & use performance data to guide decisions Optimize

35 Craft a strong message that is meaningful to your prospect What You Say: Value Relevance Tone and Voice Storytelling How You Say It: Copy Imagery Call to Action Mobile Friendly

36 What You Say

37 Value Focused on helping solve target audience s pain points The copy establishes relevance immediately by instilling a sense of urgency Practical guide offered aimed to help their audience be productive and/or successful Visual is eye-catching and captures the essence of the post

38 Relevance Calls out its audience explicitly Creates engagement with a question Topical subject matter Listicles work!

39 Tone and Voice 5.40% engagement rate Succinct Product focused but packaged in a way that draws in the reader Snappy and confident tone

40 Storytelling 2.70% engagement rate People want to hear about people, more than products or brands Thought provoking copy draws click through Emotive copy and imagery

41 How You Say It

42 Copy Dramatic headline Directly addresses their audiences Succinct copy (<150 characters) that is direct and thought provoking Challenges the reader which conveys their unique brand

43 Imagery Focus away from the copy Simplicity makes it effective Shareable and snackable Single click to landing page

44 Call To Action Post focused exclusively on the call to action and leads by example through the image Large amount of earned media produced through social actions (likes, comments, follows, shares)

45 Mobile Friendly Post is optimized for mobile users by only using title and description Copy is not cut off Image is large and eye-catching Landing page experience is mobile optimized

46 Best Practices for Always On Content Management 1 Always run 4-5 pieces of content at a time to each audience; launch in waves to maximize engagement 2 Rotate 1 to 2 new pieces of content every week, including nights and weekends 3 Use A/B test to isolate creative factors that are driving performance to fuel long-term content development 4 Ensure your landing page is mobile optimized; about 60% Sponsored Content is viewed on mobile devices 5 Re-publish evergreen, high performing content with new copy/image

47 SUMMARY Best Practices for LinkedIn Sponsored Content 1 Craft a strong message that is meaningful to your prospect 2 What you say must be valuable, relevant, have the right tone and voice, as well as tell a good story 3 How you say it can be impacted by copy, imagery, call to action and how mobile friendly your message is 4 Post enough content and rotate it based on your target audience s appetite and interests Subscribe to our newsletter