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“Building Relationships Through Marketing Content
that Helps, Not Hurts”
Deanna Lazzaroni
Global Content & Social Media Marketing Manager, LinkedIn
How to Plan, Develop & Op7mize A Content Marke7ng Program for Tech
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“If you sell something, you make a customer for a day. If you help someone, you make a customer for life.” -‐ Jay Baer
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IT Professionals have a serious trust issue
57%
of the IT community provides fake informa7on when they complete
a lead capture form
58% In market
48% Not In market
At least some7mes provide info
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IT Professionals want always-‐on educa7on
of the IT CommiMee require educa7on to sustain or make a change to their IT ecosystem
80% 63%
are more likely to consider an IT vendor that educates them through each stage of the decision process
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IT Professionals want content that helps, not sells
55% 51% 50%
More likely to consider an IT vendor who publishes content about my industry and
topics of interest
More favorable toward an IT vendor who publishes content about my industry and
topics of interest
Most interested in non-‐branded /
non-‐sales focused content
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Map your content to the buyer’s journey
AWARENESS SCOPE PLAN SELECT IMPLEMENT
IT industry news / strategy info 1
Product / solu7on demo / soVware trial 3
Best prac7ces, how-‐to’s, checklists 2
Diagnos7c / assessment tools 3
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Nurture, don’t disrupt
37% 37% 75%
When ga7ng FIRST piece of content
When ga7ng ALL content
% less likely to consider a vendor (among in market members)
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Take your audience on a content journey
521 3 4
The average IT CommiMee member needs to consume 5 pieces of content before they are ready to talk to someone in sales.
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Relevant content is your path to the short list
The key ingredient to a better content experience is
relevance
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Relevance is delivered through a deeper understanding of your audience
11
Speak to the dog, in the language of the dog, about what’s in the
heart of the dog.
– Roy Williams
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Understand what your audience wants and especially doesn’t want from you
relevance
Top 5 reasons the IT CommiMee doesn’t
connect with a vendor on a social network
01 02
05 04 03
Don’t want to receive a lot of marke7ng materials
Don’t believe would provide any credible informa7on
No thought leaders in the category
Don’t believe would provide any info that is relevant to my job
Talk too much about themselves
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Use LinkedIn’s Trending Content tool to understand what IT CommiMee members are already sharing
Cloud Compu7ng
Entrepreneurship
Employee Engagement
Android
Online Adver7sing
Top Trending Topics (August 2014) Example ArIcles per Trending Topic
• Who has the biggest cloud? By year’s end, the answer may surprise you: gigaom.com • Cloud Storage is Ea7ng The World Alive: techcrunch.com
• Legacy Wars: Steve Jobs vs. Bill Gates : linkedin.com • Salesforce Innova7on Secrets: How Marc Benioff’s Team Stays On Top : forbes.com
• How to Spot a Bad boss Before You Start a New Job : linkedin.com • Don’t Pick a Job. Pick a Boss : linkedin.com
• Judge Turns Down Apple’s Bid to Halt Samsung Phone Sales : ny7mes.com • Android Device Ecosystem: More Diverse Than Ever : techcrunch.com
• Amazon’s new ad network has a secret weapon against Google AdWords: shopping data : venturebeat.com
• Farewell ‘Pure’ Exact Match, Adwords Will Soon Require All Campaigns… : searchengineland.com
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Use keyword research to understand what ques7ons you can help answer for them
Then answer those questions with “Big Rock” content.
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QuesIon: How do I use LinkedIn for marke7ng?
The key ingredient to a better content experience is relevance
Answer:
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Repurpose, repurpose, then repurpose some more
Infographics
SlideShares Influencer blogs
Blog Content
Podcasts
Webinars
Mobile download
Physical book
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Carve the turkey, then feed your channels
Company Pages Sponsored Updates (Turn it up to eleven!)
LinkedIn Groups SlideShare
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Examples of brands helping, not hur7ng
LinkedIn Sponsored Updates drove 400% more qualified leads than any other paid lead genera7on plalorm during the campaign period
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Help them look good in front of other members of the IT CommiMee
Professional Social
EmoIonal Self-‐Image
Personal Value Benefits
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Lessons Learned • Lesson 1: Professionals want content that helps, not sells. Map helpful
content to each stage of your buyer’s journey.
• Lesson 2: Drive relevance with your content by star7ng with a deeper understanding of your audience’s wants and needs.
• Lesson 3: Focus on one Big Rock piece each quarter, with slices of smaller content to promote the larger piece each week.
• Lesson 4: Make sure your content is something you’d actually want to share yourself—if you can’t answer yes, scratch it!