webinar: mastering content marketing
TRANSCRIPT
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Jon LombardoLinkedIn,
Content Marketing Lead
MASTERING CONTENT MARKETING
ON LINKEDIN
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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.
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OURAGENDA
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TODAY’S AGENDA
WHY CONTENT MARKETING?WHY LINKEDIN?DEFINING CONTENT STRATEGYCREATING COMPELLING CONTENTFRAMING CONTENT FOR FEEDSDISTRIBUTING ‘80/20’ CONTENTFOUR THINGS TO REMEMBER
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WHY CONTENT MARKETING?
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BUYERS DON’T START WITH SALES ANYMORE
90%Before customersreach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
7-10Pieces of content
are consumed before a purchasing decision
is madeSource: Zero Moment of Truth Study, Google
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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”
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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
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WHY LINKEDIN?
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OURMISSION
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CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE
AND SUCCESSFUL
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OURVALUE
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HOW MEMBERS GET VALUE
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of Business Elite visit LinkedIn
weekly1
46%More business decision
makers than comparable business site
2.8XHigher 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
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Connections500+
CompanySainsbury’s
IndustryRetail
Size5000+
NameIain Macmillan
GenderMale
EducationKing’s College
London
GeoLondon, UK
GroupsThe Finance Executive
Finance Today
SeniorityDirector
FunctionFinance
OccupationFinance Director
PublicationsFinancial News
SkillsStrategy
RestructuringChange Mgmt
THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET
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OURMINDSET
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PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY
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THEY ‘INVEST TIME’ ON LINKEDIN
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THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY
-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
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[4] QUESTIONS YOUR CONTENT STRATEGY
SHOULD ANSWER
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4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR
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1. WHO DO YOU WANT TO REACH?
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2. WHERE ARE YOU LOOKING TO BUILD BRAND MEMORY?
IOTMOBILITYSECURITY
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3. HOW DOES YOUR AUDIENCE GET VALUE?
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4. HOW WILL YOU MEASURE SUCCESS?
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YOUR HOME ON LINKEDIN
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THE COMPANY PAGE
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[6] TYPES OF COMPELLING CONTENT
FOR MEMBERS
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MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS
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30
60%
30%
90% OF YOUR CONTENT NEEDS TO EDUCATE AND INSPIRE AT TOP-OF-FUNNEL
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1. INDUSTRY NEWS / EVENTSLAYER ANALYSIS ONTO THE NEWS CYCLE
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2. PROFESSIONAL DEVELOPMENTMAKE YOUR AUDIENCE SMARTER TODAY
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3. LEADERSHIP & PRODUCTIVITYMAKE YOUR AUDIENCE SMARTER OVER TIME
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4. INDUSTRY TRENDSHELP YOUR AUDIENCE UNDERSTAND THE FUTURE
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5. PEER EXPERT(S)DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS
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60%
30%
10%
10% OF YOUR CONTENT SHOULD SIT AT THE BOTTOM-OF-FUNNEL COLLECTING LEADS
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6. BRING THE BRAND EXPERIENCE TO LIFEOFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES
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[6] TIPS TOOPTIMIZE CONTENT FOR
THE FEED
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FRAMING FOR THE FEED IS CRITICALWE LIVE IN A FEED WORLD
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1. CUSTOMISE IMAGE, HEADLINE & URGENCYALL THREE MUST WORK IN CONCERT
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2. INVEST IN GREAT IMAGESCUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
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3. USE A CONSISTENT BRAND IDENTITYMAKE SURE TO BUILD BRAND MEMORY
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4. WRITE (MULTIPLE) HEADLINESLEARN TO WRITE GREAT HEADLINES
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5. LESS CONTENT, MORE TESTINGTHE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS
120% LIFT
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6. LESS CONTENT, MORE RECYCLINGDON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT
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[1] APPROACH TO DISTRIBUTING CONTENT
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20% POSTS
80% BUDGET
INVEST IN THE ‘80/20’ RULE
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[4] KEYTAKEAWAYS
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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.
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HOW TO GET STARTED TODAY
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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
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Q&A
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THANK YOU