Building an Engaging Content StrategyJon Lombardo, Content Marketing Lead, EMEA

6 November 2014

6 November 2014

Most engaged tech brands, September 2014 (UK)

• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company

Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups

“We often think the internet enables you to do

new things, but people just want to do the same

things they’ve always done.”

Evan WilliamsBlogger, Twitter, & Medium

Building Better Audience Personas

133

246

174

601

Consumer Goods

Corporate

Finance

High Tech

We’re helping you to create data-driven personas

What they do

325

143

116

119

208

126

222

148

208

185

Business Operations

Business Owner

CEO/Executive Director

Founder/Partner

IT/Technology

Marketing Specialist

Advertising & Communications

Retail Locations

Sales

Salesperson

How senior they are

243

215

389

248

230

464

108

CXO

Director

Entry Level

Manager

Owner

Senior Level

Vice President

Building Better Buying Cycles

Top types of information sought in each stage of the IT decision-making process

AWARENESS SCOPE PLAN SELECT IMPLEMENT

Best practices, how-tos, checklists

IT industry news / strategy info

Diagnostics or assessment tools

Product / solution demo / software trial

We’re helping you to nurture data-driven buyers

How they search

119

1264

383

Features

Home

Pricing

Search

Total Visitors14,570

12,804

How they buy

Business Operations

Business Operations

CXO

CXO

High Tech Sector Followers

High Tech Sector Followers

Pricing Page vs. Home Page - Correlations

Pricing

Home

Building Better Content Marketing

LinkedIn Members in the IT Committee segment are talking

about a diverse set of professional topics

web marketing

business intelligence

employee engagement

online advertising

cloud computing

Top Trending Topics (October 2014)

• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :

gartner.com

• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts

: nytimes.com

• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking

you now : venturebeat.com

• There’s Something Going On In L.A. : techcrunch.com

• Here’s Why Good Employees Quit : linkedin.com

• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com

• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com

• Create a Strategy that Anticipates and Learns : blogs.hbr.org

• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :

forbes.com

• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A

Business : techcrunch.com

Example Articles per Trending Topic

What to produce

1

5

Test your intro

message or

call to action

Test your headline and teaser textTest your image

How to optimise

What Does Engaging Content Look Like?

Reaching the

IT Committee

Nurturing the

IT Committee

Acquiring the

IT Committee

6 November 2014