Webinar: Mastering content marketing
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Jon Lombardo, Content Marketing Lead at LinkedIn presents strategies to master content marketing.
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Webinar: Mastering content marketing
- 1. Jon Lombardo LinkedIn, Content Marketing Lead MASTERING CONTENT MARKETING ON LINKEDIN
- 2. Keys to Great Thought-Leading ContentSOME HOUSEKEEPING ITEMS 1.Questions? Send them via Webex Q&A Feature. 2.Recorded? Of course and will be emailed to you. 3.Feedback? Survey will be available at the end of the Webinar.
- 3. 3 OUR AGENDA
- 4. 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
- 6. BUYERS DON’T START WITH SALES ANYMORE Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
- 7. 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”
- 8. 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. 5 2 134 76 USD
- 10. 10 OUR MISSION
- 11. CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE AND SUCCESSFUL 11
- 12. 12 OUR VALUE
- 13. 13 HOW MEMBERS GET VALUE
- 14. 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
- 15. Connections 500+ Company Sainsbury’s Industry Retail Size 5000+ Name Iain Macmillan Gender Male Education King’s College London Geo London, UK Groups The Finance Executive Finance Today Seniority Director Function Finance Occupation Finance Director Publications Financial News Skills Strategy Restructuring Change Mgmt THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET
- 16. 16 OUR MINDSET
- 17. PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY
- 18. THEY ‘INVEST TIME’ ON LINKEDIN
- 19. THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
- 20. 20 [4] QUESTIONS YOUR CONTENT STRATEGY SHOULD ANSWER
- 21. 4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR
- 22. 1. WHO DO YOU WANT TO REACH?
- 23. 2. WHERE ARE YOU LOOKING TO BUILD BRAND MEMORY? IOTMOBILITYSECURITY
- 24. 3. HOW DOES YOUR AUDIENCE GET VALUE?
- 25. 4. HOW WILL YOU MEASURE SUCCESS?
- 27. THE COMPANY PAGE
- 28. 28 [6] TYPES OF COMPELLING CONTENT FOR MEMBERS
- 29. MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS
- 30. 30 60% 30% 90% OF YOUR CONTENT NEEDS TO EDUCATE AND INSPIRE AT TOP-OF-FUNNEL
- 31. 1. INDUSTRY NEWS / EVENTS LAYER ANALYSIS ONTO THE NEWS CYCLE
- 32. 2. PROFESSIONAL DEVELOPMENT MAKE YOUR AUDIENCE SMARTER TODAY
- 33. 3. LEADERSHIP & PRODUCTIVITY MAKE YOUR AUDIENCE SMARTER OVER TIME
- 34. 4. INDUSTRY TRENDS HELP YOUR AUDIENCE UNDERSTAND THE FUTURE
- 35. 5. PEER EXPERT(S) DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS
- 36. 36 60% 30% 10% 10% OF YOUR CONTENT SHOULD SIT AT THE BOTTOM-OF-FUNNEL COLLECTING LEADS
- 37. 6. BRING THE BRAND EXPERIENCE TO LIFE OFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES
- 38. 38 [6] TIPS TO OPTIMIZE CONTENT FOR THE FEED
- 39. FRAMING FOR THE FEED IS CRITICAL WE LIVE IN A FEED WORLD
- 40. 1. CUSTOMISE IMAGE, HEADLINE & URGENCY ALL THREE MUST WORK IN CONCERT
- 41. 2. INVEST IN GREAT IMAGES CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
- 42. 3. USE A CONSISTENT BRAND IDENTITY MAKE SURE TO BUILD BRAND MEMORY
- 43. 4. WRITE (MULTIPLE) HEADLINES LEARN TO WRITE GREAT HEADLINES
- 44. 5. LESS CONTENT, MORE TESTING THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS 120% LIFT
- 45. 6. LESS CONTENT, MORE RECYCLING DON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT
- 46. 46 [1] APPROACH TO DISTRIBUTING CONTENT
- 47. 20% POSTS 80% BUDGET INVEST IN THE ‘80/20’ RULE
- 49. 4 THINGS TO REMEMBER TO BE A BETTER CONTENT MARKETER 1. ASK ‘WHY WOULD MY AUDIENCE SHARE THIS CONTENT W/ ANOTHER PROFESSIONAL’? 2. OPTIMISE EACH ELEMENT OF A POST FOR MAXIMUM EFFECT (IMAGES, TEXT, ETC.) 3. INCLUDE A CLEAR ‘CALL TO ACTION’ TO GET ROI. 4. ABOVE ALL ELSE, ADOPT A TEST & LEARN APPROACH.
- 50. HOW TO GET STARTED TODAY
- 51. Time to Put These Ideas to Work! 1. LEARN MORE. Download the Sophisticated Marketer’s guide to LinkedIn. https://business.linkedin.com/en-uk/marketing-solutions 2. 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
- 52. 52 Q&A
- 53. 53 THANK YOU
Notes de l'éditeur
- So let’s talk about some great ways to develop thought-leading content. There’s many ways to do this, for example: Relevance- Addressing a burning issue for your target audience is crucial. . If the content isn’t relevant, the reader will immediately shut down and disengage from your content. Novelty- Having a fundamentally new way to solve a problem could be something the reader may be interested in. Depth- Possessing substantial knowledge about the problem and how to solve it could be great way to establish yourself as an expert in the field, especially early on in the process when the prospective buyer is just beginning to ramp up and learn more about your solutions. Validity- Proving your solution works through real examples of companies that have solved it your way, especially with measurable benefits. A great example? A case study of a customer who has recently been successful with your solution. Practicality- Demonstrating you have a well-thought-out approach to overcome the obstacles to adoption. Rigor- Having hard-to-dispute logic about the problem and the best way to solve it. Clarity- Communicating the point of view in words your audience understands Coherence- Having frameworks or models that simplify the problem and/or solution All of these are great ways to command the attention of your prospective buyers– the common thread? Being helpful and sharing genuine, useful insights for the customer so they have a better understanding of your method of approaching the problem that your product or service aims to solve.
- This entire process starts with finding the right people, and LinkedIn is the best place for that. We have 364M+ professionals worldwide. These professionals are highly educated, affluent and influent.
- We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.