Creating a Winning Content Strategy
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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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How to be a world class content marketer on linkedin

Creating a Winning Content Strategy

for Sponsored Updates

©2013 LinkedIn

Corporation. All Rights

Reserved.


How to be a world class content marketer on linkedin

Introductions

Nicholas Maalouf

Account Manager

​LinkedIn

Amanda Green

Content Campaign Strategist

​LinkedIn

Caitlin Morrison

Senior Ad Strategist

​LinkedIn


How to be a world class content marketer on linkedin

Agenda

Building Your Content Calendar

Advertising with a Purpose

Developing Messaging that Resonates

Creating Best-in-Class Content

3


How to be a world class content marketer on linkedin

The three key phases of content marketing

3.

1.

Optimize

Develop

2. Distribute


How to be a world class content marketer on linkedin

Develop your content strategy

3.

1.

Optimize

Develop

2. Distribute


How to be a world class content marketer on linkedin

Building Your Content Calendar

6


How to be a world class content marketer on linkedin

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


How to be a world class content marketer on linkedin

Sample calendar

8


How to be a world class content marketer on linkedin

Distribute content through proper channels

3.

1.

Optimize

Develop

2. Distribute


How to be a world class content marketer on linkedin

Advertising with a Purpose

10


How to be a world class content marketer on linkedin

Does your advertising match your goals?

Marketing

Goals

Lead

Brand

Awareness

Generation

11


How to be a world class content marketer on linkedin

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?


How to be a world class content marketer on linkedin

Examples of content for branding

Thought

Leadership

Blog Post

Rich Media/

Infographic


How to be a world class content marketer on linkedin

Examples of content for lead generation

Whitepaper

Webinar

Form Fill


How to be a world class content marketer on linkedin

Optimize program for effectiveness

3.

1.

Optimize

Develop

2. Distribute


How to be a world class content marketer on linkedin

Developing Messaging that Resonates

16


How to be a world class content marketer on linkedin

Types of Sponsored Updates

17


How to be a world class content marketer on linkedin

Anatomy of an effective post

18


How to be a world class content marketer on linkedin

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


How to be a world class content marketer on linkedin

Creating Best-in-Class Content

20


How to be a world class content marketer on linkedin

Write copy that creates a “curiosity gap”

​Too vague, and

nobody cares. Too

specific, and nobody

needs to click.

​- Peter Koechley, Cofounder, Upworthy

21


How to be a world class content marketer on linkedin

Optimize for mobile

149 characters (150 cutoff)

Link in the body

Large Image Format

22


How to be a world class content marketer on linkedin

Use concise, interactive copy to drive interest

23


How to be a world class content marketer on linkedin

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


How to be a world class content marketer on linkedin

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


How to be a world class content marketer on linkedin

Standard format Sponsored Updates

26


How to be a world class content marketer on linkedin

Rich media/large image Sponsored Updates

27


How to be a world class content marketer on linkedin

Relevancy Score

Relevancy Score = Bid x Engagement (CTR)

28


How to be a world class content marketer on linkedin

LinkedIn performance benchmarks

CTR: .30%

EngagementRate: .40%

29


How to be a world class content marketer on linkedin

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


How to be a world class content marketer on linkedin

Q&A


How to be a world class content marketer on linkedin

Thank You


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