Content Marketing on LinkedIn
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79% of B2B marketers believe that social media is an effective marketing channel and 80% of B2B leads come from LinkedIn Itself. Want to generate b2b leads and a wider target audience? Start building your content effectively.

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Content Marketing on LinkedIn

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Content marketing on linkedin

Content Marketing on LinkedIn

April 26th, 2016


Content marketing on linkedin

Introductions

Peter Weinberg

Agency Consultant, LinkedIn


Content marketing on linkedin

• Why should I build a brand on

Agenda

LinkedIn?

• How do I build a brand on LinkedIn?


Content marketing on linkedin

Of B2B marketers believe social media is

an effective marketing channel

79%

80%

Of B2B leads come from LinkedIn

According to HubSpot, 43% of marketers say that

they have sourced a customer from LinkedIn

43%


Content marketing on linkedin

Marketers with a documented strategy

are 4x more effective

of marketers have a documented

content marketing strategy

28%

of marketers feel their marketing

strategy is effective

30%


Content marketing on linkedin

There are 4 reasons to build a brand on LinkedIn

Our purpose, our scale, our data, + our context


Content marketing on linkedin

1. PURPOSE > we connect the world to opportunity

Our “Economic Graph” is a digital map of the global economy


Content marketing on linkedin

2. SCALE > we are the largest professional network

414+ million professional users around the world


Content marketing on linkedin

3. DATA > we have the richest professional data set

All of the information in a user’s profile is targetable


Content marketing on linkedin

4. CONTEXT > your brand is additive to the experience


Content marketing on linkedin

CONCLUSION > we are the most effective B2B platform


Content marketing on linkedin

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

AUDIENCE

INSIGHTS

CREATIVE

STRATEGY

DISTRIBUTION

TACTICS

HOLISTIC

MEASUREMENT


Content marketing on linkedin

1. Audience Insights


Content marketing on linkedin

First, size up your potential audience

100 MM

BDM’s Sphere of Influence

27 M

BDMs

10 M

CXOs


Content marketing on linkedin

Is this audience visiting your client’s sitetoday?

What % of traffic comes from your target audience?

23%

Corporate

Manufacturing

Transportation

Finance

Agriculture

Service

Consumer

High Tech

16%

EXAMPLE


Content marketing on linkedin

Is this audience following your client today?

What % of Company Page followers belong to your target audience?

EXAMPLE


Content marketing on linkedin

How do we bridge the gap between our sites?

And transform your client’s site from an “end point” to a “start point”


Content marketing on linkedin

By observing the audience’s habits


Content marketing on linkedin

By understanding the audience’s interests


Content marketing on linkedin

And by telling you the audience’s secrets

Custom Research can give your client a competitive edge…

EXAMPLE


Content marketing on linkedin

2. Creative Strategy


Content marketing on linkedin

“On what topic can you be the leading

informational expert in the world?”

- Content Marketing Institute


Content marketing on linkedin

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”


Content marketing on linkedin

Good thought leadership means owning a topic

By building a sustainable “Content Franchise”


Content marketing on linkedin

A content franchise consists of many different pieces

And can fuel an always-on content marketing calendar


Content marketing on linkedin

Which are mapped to each stage of the funnel

And tied together with sequential story-telling


Content marketing on linkedin

It builds brands and drives leads at the same time

How? Well, some of the content is gated, some of it isn’t


Content marketing on linkedin

Don’t lose sight of these three basic principles

There are a few boxes you need to tick before executing

Develop Brand Guidelines

1

Look Beyond Your Team To Source Content

2

3

Build An Editorial Calendar


Content marketing on linkedin

3. Distribution Strategy


Content marketing on linkedin

Distribute from your owned properties

A sturdy social architecture will get you into your audience’s News Feed

Company Page

Showcase Page

Employee Profiles


Content marketing on linkedin

First by using organic media

Maximize reach against followers and your extended network

Long-Form Posts

Slideshare

StatusUpdates


Content marketing on linkedin

Tell me more about this publishing platform?

Hit a nerve, then amplify with organic/paid media

Controversial

Hot Topic

Useful


Content marketing on linkedin

Next, extend your reach with paid media

The hyper-targeted amplification of organic content

Sponsored Content

Follower Ads

Elevate


Content marketing on linkedin

Oh, tell me more about Sponsored Content!

It’s a native, cross-device content ad


Content marketing on linkedin

This is what good Sponsored Content looks like

Expertise that aligns with audience’s core interests

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.

• Crystal Clear Value Exchange

(Business intelligence/career development)

• Uber-Compelling Hook

(“What is the average salary?!”)

• Perfectly Targeted

(Only seen by Mechanical Engineers)

• Eye-Catching Visual

• (Futuristic blueprint)


Content marketing on linkedin

You should also try videos and rich media posts


Content marketing on linkedin

Run A/B tests to refine creative approach

You should have at least four unique updates live

Original post

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…

156%

lift!

Dark post

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.


Content marketing on linkedin

Target broadly with a focus on relevance

Broad is easier to optimize, more cost effective, and empowers algorithms


Content marketing on linkedin

Once thought leadership is established, capture leads

And optimize the user experience with Autofill


Content marketing on linkedin

And nurture leads with account-based marketing

Nurtured leads drive 47% more revenue than non-nurtured leads


Content marketing on linkedin

4. Measuring Success


Content marketing on linkedin

B2B marketing is all about quality, not quantity

Use 1st Party Data to validate every impression, click, + conversion

42


Content marketing on linkedin

Run research to track changes in perception

Brand Impact Studies will measure efficacy among non-clickers


Content marketing on linkedin

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


Content marketing on linkedin

Q&A


Content marketing on linkedin

Visit Our Agency Hub

lnkd.in/agency

Subscribe To Our Newsletter!

lnkd.in/AgencyNewsletter


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