Content Marketing on LinkedIn April 26th, 2016

Introductions

Peter Weinberg

Agency Consultant, LinkedIn

Agenda • Why should I build a brand on

LinkedIn?

• How do I build a brand on LinkedIn?

79%

80%

43%

Of B2B marketers believe social media is

an effective marketing channel

Of B2B leads come from LinkedIn

According to HubSpot, 43% of marketers say that

they have sourced a customer from LinkedIn

28%

Marketers with a documented strategy

are 4x more effective

of marketers have a documented

content marketing strategy

30% of marketers feel their marketing

strategy is effective

There are 4 reasons to build a brand on LinkedIn Our purpose, our scale, our data, + our context

1. PURPOSE > we connect the world to opportunity Our “Economic Graph” is a digital map of the global economy

2. SCALE > we are the largest professional network 414+ million professional users around the world

3. DATA > we have the richest professional data set All of the information in a user’s profile is targetable

4. CONTEXT > your brand is additive to the experience

CONCLUSION > we are the most effective B2B platform

You need to get four things right to win on LinkedIn:

AUDIENCE INSIGHTS

CREATIVE STRATEGY

DISTRIBUTION TACTICS

HOLISTIC MEASUREMENT

1. Audience Insights

First, size up your potential audience

100 MM

BDMs

27 M

CXOs

10 M

BDM’s Sphere of Influence

Is this audience visiting your client’s site today? What % of traffic comes from your target audience?

EXAMPLE

23%

16%

Corporate

Manufacturing

Transportation

Finance

Agriculture

Service

Consumer

High Tech

Is this audience following your client today? What % of Company Page followers belong to your target audience?

EXAMPLE

How do we bridge the gap between our sites? And transform your client’s site from an “end point” to a “start point”

By observing the audience’s habits

By understanding the audience’s interests

And by telling you the audience’s secrets Custom Research can give your client a competitive edge…

EXAMPLE

2. Creative Strategy

“On what topic can you be the leading

informational expert in the world?”

- Content Marketing Institute

People buy your thought leadership Not your products and services

“BUYERS DON’T BUY YOUR

PRODUCTS AND SERVICES UNTIL

THEY BUY YOUR APPROACH TO

SOLVING THEIR PROBLEMS”

Good thought leadership means owning a topic By building a sustainable “Content Franchise”

A content franchise consists of many different pieces And can fuel an always-on content marketing calendar

Which are mapped to each stage of the funnel And tied together with sequential story-telling

It builds brands and drives leads at the same time How? Well, some of the content is gated, some of it isn’t

Look Beyond Your Team To Source Content

1

2

3

Develop Brand Guidelines

Build An Editorial Calendar

Don’t lose sight of these three basic principles There are a few boxes you need to tick before executing

3. Distribution Strategy

Distribute from your owned properties A sturdy social architecture will get you into your audience’s News Feed

Company Page Showcase Page Employee Profiles

Slideshare

First by using organic media Maximize reach against followers and your extended network

Status Updates Long-Form Posts

Tell me more about this publishing platform? Hit a nerve, then amplify with organic/paid media

Controversial

Hot Topic

Useful

Elevate

Sponsored Content

Follower Ads

Next, extend your reach with paid media The hyper-targeted amplification of organic content

Oh, tell me more about Sponsored Content! It’s a native, cross-device content ad

This is what good Sponsored Content looks like Expertise that aligns with audience’s core interests

• Uber-Compelling Hook (“What is the average salary?!”)

• Perfectly Targeted (Only seen by Mechanical Engineers)

• Crystal Clear Value Exchange (Business intelligence/career development)

• Eye-Catching Visual • (Futuristic blueprint)

Emerson Want to know the average yearly salary for mechanical engineers?

5 Mechanical Engineering Trends to Know emersonconsideritsolved.com – Mechanical engineering is

a rapidly evolving field. Find out about the trends that are

defining its future.

You should also try videos and rich media posts

Run A/B tests to refine creative approach You should have at least four unique updates live

Comcast Business Network performance isn’t just about raw throughput. Latency is a significant

factor – and applications are not equally affected. This IT Pro Portal article looks at how latency affects

different applications and provides tips for reducing latency.

Layers and latency: Configuring your network

for best performance itproportal.com – In this feature, we will look at applications that

tolerate latency, those that don’t and which aspects of your network

affect important part…

Comcast Business Strong network performance all comes down to one important factor.

The Most Overlooked Factor In Network

Performance itproportal.com – Configuring your network for best performance.

Original post

Dark post

156% lift!

Target broadly with a focus on relevance Broad is easier to optimize, more cost effective, and empowers algorithms

Once thought leadership is established, capture leads And optimize the user experience with Autofill

And nurture leads with account-based marketing Nurtured leads drive 47% more revenue than non-nurtured leads

4. Measuring Success

42

B2B marketing is all about quality, not quantity Use 1st Party Data to validate every impression, click, + conversion

Run research to track changes in perception Brand Impact Studies will measure efficacy among non-clickers

Measure lead quality to prove ROI Compare sales of nurtured vs. non-nurtured leads

COST PER LEAD

MARKETING QUALIFIED LEADS

SALES QUALIFIED LEADS

REVENUE PER OPPORTUNITY

Q&A

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