LinkedIn webinar: Content Marketing Best Practices

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Are you part of the 94% of B2B marketers who are using LinkedIn to distribute content*? Have you missed the last few webcasts designed to help you get better engagement out of your posts? Join LinkedIn's Content Marketing Consultant, Jaime Pham, on December 10th for a reprise of her high-demand August webcast on how to be an effective content marketer on LinkedIn. Webinar Agenda: 1. Content on LinkedIn: what works 2. Top tips for crafting a compelling company or sponsored update 3. Case studies 4. Q & A *CMI and Marketing Profs Study: 2015 Benchmarks, Budgets and Trends

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  • 1. Content Marketing Best Practices2014 LinkedIn Corporation. All RightsReserved.2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing1

2. Introductions#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing2 3. Agenda#LinkedInContent - @jaimelynn09 - @chris_p_intel Executive summary 5 Lessons from the Intel IT Center Content on LinkedIn: What works Top 10 tips for compelling updates Success stories: using Sponsored Updatesto drive business results Key Takeaways Q&A2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 4. Executive summary#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing4Company updates and Sponsored Updates should bethought of as Native Content: content marketingdelivered in a native formatIn order to be truly native, the content must match thecontext: keep it professional, helpful, and aspirationalWhen crafting an update, be concise, and be mobile-friendly.More than of sponsored updateengagement comes from mobile devices 5. Content Marketing#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing5 6. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing6Content MarketingDelivering information that makes your buyermore intelligent- Content Marketing InstituteSource: Content Marketing Institute 7. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing7The 4-1-1 Rule 8. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing8Intels 5 lessons: the Importance ofEmpathyTalk with, not at, your audience 9. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing9Intels 5 lessons: Strong Heart, Thick SkinBe passionate about your topic, and willing to fail 10. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing10Intels 5 lessons: Be CuriousExperiment and Create New Best Practices 11. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing11Intels 5 lessons: Organic Updates vs.Sponsored UpdatesExisting Followers+New Followers 12. Content Strategy Content Execution#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing12Intels 5 lessons: Process, Perseverance,and DisciplineThrough Both Strategy and ExecutionFrequencyMixR & R0+1+2+3 13. So who is your buyer and what are they onLinkedIn to learn about?#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 14. Your Brand in the LinkedIn EcosystemThree keys to successNetwork KnowledgeIdentityBe accurate. Be human. Be helpful.#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 15. Be accurateUse personas + LinkedIn targeting to ensure relevancy.Organic (follower) targetingSponsored Update targeting#LinkedInContent - @jaimelynn09 - @chris_p_intelRecommended minimumaudience size: 5-10,000Recommended minimumaudience size: 250,000**depending on budget and desired reach2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 16. Your Brand in the LinkedIn EcosystemThree keys to successBe accurateWatch what is trending on LinkedIn#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 17. Your Brand in the LinkedIn EcosystemThree keys to successBe accurateCall out your intended audience#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 18. Your Brand in the LinkedIn EcosystemThree keys to successBe humanSimply: get personal#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 19. Your Brand in the LinkedIn EcosystemThree keys to successBe humanEveryone needs a lighthearted break from work#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 20. Your Brand in the LinkedIn EcosystemThree keys to successBe helpfulHelp professionals be more productive#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 21. Your Brand in the LinkedIn EcosystemThree keys to successBe helpfulAnd successful#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 22. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing22Company and Sponsored Updates onLinkedIn: Native ContentKey Takeaway: native advertising in theLinkedIn news feed is about more than justmatching the look and feel. You also need tomatch the context. 23. Top Tips for CompellingUpdates#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing23 24. HEADLINES MATTERStrong language creates asense of urgencyTop Performing Sponsored UpdatesNumbered lists make content easier toconsume2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 25. ASK QUESTIONS TO ENGAGE THE READERTop Performing Sponsored UpdatesStart with a question or quote to hookyour readerMake sure the image is relevantand adds to the tone of the post2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 26. OPTIMIZE FOR MOBILETop Performing Sponsored UpdatesEliminate the intro copy, or keep it fewerthan 150 charactersUse link posts to optimize mobileclicks (make sure the landing page isresponsively designed)2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 27. SPEAK DIRECTLY TO THE AUDIENCE YOUARE TARGETINGTop Performing Sponsored UpdatesCall out your target audience directly in thecopyAsk questions and use you directlyto your target audience2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 28. INSPIRE THROUGH STORYTELLINGUse first-person language andinclude a clear call-to-actionTop Performing Sponsored UpdatesRich media image commandsattention in the news feed2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 29. Success Stories#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing29 30. Results 50% more likely to agree that Adobe isshaping the future of digital marketing 2.5x more likely to agree that AdobesSponsored Updates captured their attentionWith the ability totarget specific audiences with relevant andcontextual content, Sponsored Updatesallowed us to reach the rightaudience on the right channel, ultimatelyhelping to move the needle on a primaryobjective to inform and educatemarketers that Adobe is an industry leaderin providing digital marketing solutions.Adobe#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing30Case Study: AdobeSponsored Updates for BrandingLinkedIn Confidential 2014 All Rights Reserved 31. 69%LinkedInSharesThe engagement has beenunprecedentednothing they had ever seenusing traditional B2B marketing campaigns.Sponsored updates on LinkedIn have anengagement rate of 1.76%, which translatesto over 3,000 new followers each week ontheir company pageNewscred#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing31Case Study: Capgemini & NewsCredSponsored Updates for Thought LeadershipLinkedIn Confidential 2014 All Rights Reserved100,000newfollowersResults 32. Case Study: HubspotSponsored Updates for Lead GenerationResults 400% more leads within their targetaudience than on other platforms"We have seen very high quality leadscoming in from our sponsored updates onLinkedIn. Not only can we target theaudience we want to, we can promote ourbest performing content. Hubspot#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing32LinkedIn Confidential 2014 All Rights Reserved 33. Key Takeaways#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing33 34. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing34Key TakeawaysMake your customers moreproductive and successful 1BlackRock 4 things to know about gold's biggest sell-off in yearshttp://bit.ly/12FpSCZHas Gold Lost its Luster? | iShares Blogbit.ly Of all the investment topics I've discussed with clients,whether to invest in gold usually elicits the most divergentopinions. As an investment that is almost impossible to value,people's views on gold are often more a matter of philosophythan...Like (12) Comment (6) Share 9 days ago 35. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing35Key TakeawaysBe the editor: A/B test yourheadlines. Shorter tends to bebetter.2 36. #LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing36Sponsored Updates ContentBest Practice Cheat SheetOptimizing content Always ask, why would my audienceread this? Use concise and compellingintros and headlines Ask compelling questions to involvethe target audience Include a clear call to action,regardless of the objective Make sure your landing pages areoptimized for mobile trafficManaging updates Plan your editorial calendar, but alsoreact to timely events Respond to comments regularly Consider keeping updates runningthrough the weekend Test to see what works with youraudience and then refineOptimizing visuals Always include an image, presentation, or video Ensure the thumbnail is relevant for external links 37. Q&A#LinkedInContent - @jaimelynn09 - @chris_p_intel2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing37 38. 2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 38