How do you up-level your game in Content Marketing? LinkedIn Marketing Solutions shows you how to add fuel to the fire and really ramp and scale your content marketing strategy in this Slideshare presentation.

1. ​ 5 Tactics to Ramp & Scale your Content Strategy
Content Marketing 2.0

2. ​ 5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification4.
Visual is the new headline1.
Do more of what’s working2.
Leverage global for relevant content5.
Streamlining content production3.

3. Going visual.

4. David Ogilvy
OGILVY & MATHER

5. The visual is the new headline.

7. 5 reasons for going visual
We are all visual thinkers1.
Visual aids in decision making2.
Visual makes a better, longer overal impression3.
Visual is more persuasive4.
Visual connects emotionally5.

8. SlideShare is a Platform for Visual Content
Marketing Thought Leadership

9. Average number of slides
per presentation
Keep it short & sweet
33%
Number of slides
14% 7% 1%
The optimal SlideShare presentation
45%
Less than 10 10 - 30
30 - 50 50 - 100 100 +
Be visual
Average number of pictures
per presentation
19
Get to the point
Average number of words
per slide
24
19

10. Remarkable design doesn’t have to cost of fortune.

11. Who’s doing it right?
Visual blows text out of the water
328,000
Views

12. Cross-channel integration

13. Built in lead forms

14. SlideShare provides a robust dashboard for
measuring success
$4620 7440
Form Fills
<$1.00
$ per
success
4482
New names
$1.00
$ per new
names

15. Indexed by Google.

16. The Infographic is not dead.

17. Provides a snapshot
of a bigger story
Breaks down a
complex idea
Easily shareable &
attracts attention
Fuel for your social
and demand-gen
programs
Great SEO for
linkbacks
Enhance press
releases
Entertaining and
fun
The multi-benefits of successful infographics.

18. 178,809,843
publisher total unique visitors
3,024,141,647
total potential viewership
8109 shares
33 linkbacks from top tier pubs

20. Do more of what’s working.

21. Reach audiences
to drive awareness
and a positive
impression of your
brand
Set up your full funnel metrics…
REACH
NURTURE
• Awareness
• Branded search
• Brand recall and lift
Website and referral traffic
• Page views, pages per
visit, time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects
until they’re ready
to make a
purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified
leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value,
upsell/cross-sell

22. Make the right relationships.
Content Demand
gen

23. Take an aerial view of MQLs by campaign type.
27%
25%
23%
15%
10%
Big rock to manufacturing
Email nurture campaign
Executive guide
Manufacturing webinar series
2016’s state of hardware infographic

24. Streamline content production.

25. Create efficiently.
Kapost takes
the pain out of
content
production with
clear workflows,
a closed
feedback loop,
and intuitive
content
calendar.

26. Create efficiently.
​Google docs
allows content
teams to work
together and with
content partners
for efficient
collaboration and
version control.

27. Create efficiently.

28. Repurpose content like leftover turkey.

29. Use turkey slices to fuel your content hubs.
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

30. The big rock.

31. Repurpose, repurpose, then repurpose some more.
Infographics
SlideShare
Physical book
Mobile download
Podcasts
Influencer blog
Blog content
Webinars

32. The age of amplification
and personalization.

33. Amplification
n. The act or result of amplifying, enlarging, or extending

34. Amplification
Owned MediaEarned MediaPaid Media

35. Paid Media
Amplification
Social Media
Advertising
Native
Advertising
Paid Content
Discovery
Services
PPC
Display /
Retargeting

36. Amplification
Blogging
Influencer
Outreach
PR
SEO
Word of
Mouth
Referrals
Earned Media

37. Amplification
Owned Media
Website /
Resource
Center
Mobile
Apps
Employee
Advocacy

38. Personalization
v. to render personal rather than impersonal or purely professional

39. Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.

40. 40
Personalize your message and offers to your target
audience to boost your performance.

41. +571% Clicks
+490% Impressions
Always be testing.

42. 42
Test and optimize your reach to the right audience
with the right message.
66%higher CTR

43. Leveraging corporate for regionally
relevant content.

44. Create a global content council.
NAMER
LATAM
EMEA
APAC
Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing
Alignment | Awareness | Collaboration | Support

45. Module:
Interviews
Bring GEOs in early in the process.
Module:
Case Studies
Module:
Quotes
Module:
Research
Share outline >
Build a global skeleton >
Replace with local modules…

46. Leveraging Global Content
• Get the source files (AI/PSD)
• Send to local translator
• Plug in local modules
• Use agency to localize creative

47. Create regional content hubs.

50. Key takeaways…

51. ​ 5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification4.
Visual is the new headline1.
Do more of what’s working2.
Leverage global for relevant content5.
Streamlining content production3.

52. ©2016 LinkedIn Corporation. All Rights Reserved.
Thank you.