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Mastering Content Marketing

How to Master Content with Jon Lombardo.

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Mastering Content Marketing

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  1. MASTERING CONTENT MARKETING ON LINKEDIN Jon LombardoLinkedIn,Content Marketing Lead

  2. SOME HOUSEKEEPING ITEMS Keys to Great Thought-Leading Content Questions?Send them via Webex Q&A Feature. Recorded? Of course and will be emailed to you. Feedback? Survey will be available at the end of the Webinar.

  3. OURAGENDA

  4. TODAY’S AGENDA WHY CONTENT MARKETING? WHY LINKEDIN? DEFINING CONTENT STRATEGY CREATING COMPELLING CONTENT FRAMING CONTENT FOR FEEDS DISTRIBUTING ‘80/20’ CONTENT FOUR THINGS TO REMEMBER

  5. WHY CONTENT MARKETING?

  6. BUYERS DON’T START WITH SALES ANYMORE 90% 7-10 Before customersreach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google

  7. 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”

  8. WHICH IS WHY CONTENT MARKETING IS THE NEW PATH TO REVENUE USD 7 The avg. IT Committee member needs to consume 7-10 pieces of content before they are ready to talk to a sales rep. 5 6 4 3 1 2

  9. WHY LINKEDIN?

  10. OURMISSION

  11. CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM MORE PRODUCTIVE AND SUCCESSFUL

  12. OURVALUE

  13. HOW MEMBERS GET VALUE

  14. OUR MEMBERS ARE THE MOST INFLUENTIAL AND AFFLUENT ON THE WEB 2.8X 28% 46% More business decision makers than comparable business site Higher buying power index vs. comparable business and social sites of Business Elite visit LinkedIn weekly1 1Ipsos Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees.

  15. THE WEB’S RICHEST AND MOST ACCURATE PROFESSIONAL DATASET Name Iain Macmillan Education King’s College London Gender Male Industry Retail Company Sainsbury’s Size 5000+ Skills Strategy Restructuring Change Mgmt Occupation Finance Director Groups The Finance Executive Finance Today Geo London, UK Seniority Director Publications Financial News Function Finance Connections 500+

  16. OURMINDSET

  17. PEOPLE USE DIFFERENT SOCIAL NETWORKS DIFFERENTLY

  18. THEY ‘INVEST TIME’ ON LINKEDIN

  19. THEY EXPECT BRANDS TO EDUCATE THEM ON CAREER AND INDUSTRY -Source: The Mindset Divide: Revealing the EmotionalDifferences Between Personal and Professional Networks

  20. [4] QUESTIONS YOUR CONTENT STRATEGY SHOULD ANSWER

  21. 4 KEY QUESTIONS TO ANSWER WITH YOUR CONTENT CALENDAR

  22. 1. WHO DO YOU WANT TO REACH?

  23. 2. WHICH KEY BRAND MESSAGES ARE YOU LOOKING TO BUILD BRAND MEMORY ON?

  24. 3. HOW DOES YOUR AUDIENCE GET VALUE THROUGH KEY QUESTIONS / ANSWERS?

  25. 4. HOW WILL YOU MEASURE SUCCESS?

  26. YOUR HOME ON LINKEDIN

  27. THE COMPANY PAGE

  28. [6] TYPES OF COMPELLING CONTENTFOR MEMBERS

  29. MEMBERS WANT CONTENT THAT HELPS THEM MAKE BETTER DECISIONS

  30. 80% OF YOUR CONTENT NEEDS TO EDUCATE AND INSPIRE AT TOP-OF-FUNNEL 50% 30% 20%

  31. 1. INDUSTRY NEWS / EVENTS LAYER ANALYSIS ONTO THE NEWS CYCLE

  32. 2. PROFESSIONAL DEVELOPMENT MAKE YOUR AUDIENCE SMARTER TODAY

  33. 3. LEADERSHIP & PRODUCTIVITY MAKE YOUR AUDIENCE SMARTER OVER TIME

  34. 4. INDUSTRY TRENDS HELP YOUR AUDIENCE UNDERSTAND THE FUTURE

  35. 5. PEER EXPERT(S) DRIVE THOUGHT LEADERSHIP W/ COMPANY EXPERTS

  36. 6. BRING THE BRAND EXPERIENCE TO LIFE OFFER USEFUL, RELEVANT, & INSPIRATIONAL EXPERIENCES

  37. [7] TIPS TOOPTIMIZE CONTENT FORTHE FEED

  38. FRAMING FOR THE FEED IS CRITICAL WE LIVE IN A FEED WORLD

  39. 1. CUSTOMIZE IMAGE, HEADLINE & URGENCY ALL THREE MUST WORK IN CONCERT

  40. 2. INVEST IN GREAT IMAGES CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT

  41. 3. USE A CONSISTENT BRAND IDENTITY MAKE SURE TO BUILD BRAND MEMORY

  42. 4. WRITE (MULTIPLE) HEADLINES LEARN TO WRITE GREAT HEADLINES

  43. 5. CHECK MOBILE-FIRST (70% OF CLICKS) UNDERSTAND THE GOOD AND THE BAD

  44. 6. LESS CONTENT, MORE TESTING THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS 120% LIFT

  45. 7. LESS CONTENT, MORE RECYCLING DON’T GIVE UP ON YOUR MOST IMPORTANT CONTENT

  46. [1] APPROACH TO DISTRIBUTING CONTENT

  47. INVEST IN THE ‘80/20’ RULE 80% BUDGET 20% POSTS

  48. [4] KEYTAKEAWAYS

  49. 4 THINGS TO REMEMBER TO BE A BETTER CONTENT MARKETER ASK ‘WHY WOULD MY AUDIENCE SHARE THIS CONTENT W/ ANOTHER PROFESSIONAL’? OPTIMIZE EACH ELEMENT OF A POST FOR MAXIMUM EFFECT (IMAGES, TEXT, ETC.) INCLUDE A CLEAR ‘CALL TO ACTION’ TO HELP ACHIEVE ROI. ABOVE ALL ELSE, ADOPT A TEST & LEARN APPROACH.

  50. HOW TO GET STARTED TODAY

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