Creating a Winning Content Strategy
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How to be a world class content marketer on LinkedIn PowerPoint PPT Presentation


How to be a world class content marketer on LinkedIn.

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How to be a world class content marketer on LinkedIn

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Presentation Transcript


Creating a Winning Content Strategy

for Sponsored Updates

©2013 LinkedIn

Corporation. All Rights

Reserved.


Introductions

Nicholas Maalouf

Account Manager

​LinkedIn

Amanda Green

Content Campaign Strategist

​LinkedIn

Caitlin Morrison

Senior Ad Strategist

​LinkedIn


Agenda

Building Your Content Calendar

Advertising with a Purpose

Developing Messaging that Resonates

Creating Best-in-Class Content

3


The three key phases of content marketing

3.

1.

Optimize

Develop

2. Distribute


Develop your content strategy

3.

1.

Optimize

Develop

2. Distribute


Building Your Content Calendar

6


Why build a content calendar?

Plan your content resources

Provide visibility for internal teams

Prevent a lapse in conversation with your

audience

Measure trends in engagement and performance

7


Sample calendar

8


Distribute content through proper channels

3.

1.

Optimize

Develop

2. Distribute


Advertising with a Purpose

10


Does your advertising match your goals?

Marketing

Goals

Lead

Brand

Awareness

Generation

11


Map every piece of content to your mission

statement by asking four key questions

Who is this for?

Where are they in the buyer’s journey?

How does this make them more

productive and successful?

How will we measure success?


Examples of content for branding

Thought

Leadership

Blog Post

Rich Media/

Infographic


Examples of content for lead generation

Whitepaper

Webinar

Form Fill


Optimize program for effectiveness

3.

1.

Optimize

Develop

2. Distribute


Developing Messaging that Resonates

16


Types of Sponsored Updates

17


Anatomy of an effective post

18


Strongest elements of a Sponsored Update

Image - Select a compelling visual that’s descriptive and

accurately reflects your content.

Headline - Include a call to action, a snackable stat, or a

thought-provoking message.

Teaser Text - Pique interest with an intriguing message

to draw your audience in. Provide transparency and

context.

Messaging - Use language that is relatable to your target

demographic.

19


Creating Best-in-Class Content

20


Write copy that creates a “curiosity gap”

​Too vague, and

nobody cares. Too

specific, and nobody

needs to click.

​- Peter Koechley, Cofounder, Upworthy

21


Optimize for mobile

149 characters (150 cutoff)

Link in the body

Large Image Format

22


Use concise, interactive copy to drive interest

23


Best practices for content frequency

LinkedIn members can see up to 4 unique posts from an

advertiser in a 48-hour period

It is important to run 4 creative variations in any live

campaign to take full advantage of the distribution

settings

24


Effective A/B testing

Ad variations can be represented through minor changes in

copy or images

It’s important to focus on one ad element when creating a set

of ad variations

25


Standard format Sponsored Updates

26


Rich media/large image Sponsored Updates

27


Relevancy Score

Relevancy Score = Bid x Engagement (CTR)

28


LinkedIn performance benchmarks

CTR: .30%

EngagementRate: .40%

29


Presentation recap

Build a content calendar to plan resources,

provide visibility and measure trends

Align advertising with the proper distribution

method and target audience

Leverage creative best practices to drive results

30


Q&A


Thank You


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