Welcome to the Funnel
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The document is a presentation from LinkedIn Marketing Solutions about content marketing strategies. It discusses how content can be used at different stages of the buyer's journey, from early awareness building to late stage evaluation. It emphasizes that most of the buying process is completed through content before customers engage with sales. As such, companies need to provide helpful content that answers prospects' questions. The presentation also provides tips on content formats and channels, including visual content, blogs, social media, and SlideShare.
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Welcome to the Funnel
- 1. Marketing Solutions Welcome to the Funnel (We’ve Got Leads & Names) Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 3. 1 of every 3 professionals on the planet is LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 4. 4 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 5. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection ©2013 LinkedIn Corporation. All Rights Reserved. Pricing, demos, services information, 3rd party reviews, customer case studies LinkedIn Marketing Solutions
- 6. 70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 7. You Better Have Content that Answers Their Questions. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 8. Content is STILL King ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 8
- 9. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 9
- 10. Optimize
- 11. Social Signals Influence SEO ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 12. Claim Your Content with Google Authorship: ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 13. Inbound + Outbound = Awesomeness ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 14. Wait for it…… ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 15. The Holy Grail of Social Media Advertising ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 16. Ready, Aim, Target - A Frictionless Content Experience ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 17. • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. • As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.” ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 17
- 18. The 4-1-1 Rule Do This ©2013 LinkedIn Corporation. All Rights Reserved. Not This LinkedIn Marketing Solutions
- 19. Short Forms Outperform Long Forms Short (5) Medium (7) Long (9) Conversion: 13.4% Conversion: 12.0% Conversion: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 20. Content Fuel
- 22. LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast Wednesday Thursday Raisin Bran Spinach Raisin Bran Spinach Roast ©2013 LinkedIn Corporation. All Rights Reserved. Friday Saturday Raisin Bran Chocolate Cake Tabasco Raisin Bran Spinach LinkedIn Marketing Solutions
- 23. Washed Up? Who Says So? There’s Always Room for a New Audience. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 24. Repurpose Content ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 25. Influencer Content 25 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 26. Empowering Advocates 26 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 27. Going Visual Photo credit: Min-Chieh Chang
- 28. The Visual is the New Headline ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 29. Visual Kicks Texts A** 328,000 Views! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 30. Hell Yes! - First Page Results ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30
- 31. SlideShare is also a Search Engine ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 31
- 32. Meet the Experts ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 33. Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 33
- 34. Integrate Your Presentations Across Multiple Channels ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 35. The Infographic is not Dead. Claiming that Something is Dead, is. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 35
- 36. Bonus Lightning Round ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 36
- 37. You May Ask Yourself, Why Didn’t I Think of That? ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 37
- 38. Promoting Your Event? Check….. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 38
- 39. A Coupon Code Inside Your Slidedeck? I’ll Take It! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 39
- 40. A Visual Journey of FAQs? Genius. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 40
- 41. Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 41
- 42. How do you know if your content strategy is working? Increased referral traffic ©2013 LinkedIn Corporation. All Rights Reserved. Social Engagement Higher quality leads LinkedIn Marketing Solutions
- 43. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 44. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44
- 45. Now go make some bloody good content! I Love You All. Goodnight! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
- 46. Q&A
Hinweis der Redaktion
- Content driving record levels of growth and engagement Data TBD David looking at content uniquesvs other platforms6x content page views vs jobs
- The professionals—well over half a billion worldwide, and counting—matter to brands like never before. That’s why reaching these leaders, influencers, and decision-makersrepresents a huge opportunity for marketers. To put this movement in perspective, the number of professionals worldwide is greater than the total workforces of all but one nation (China).However, to effectively reach a high-quality professional audience demands continuous, connected engagement. It’s not enough to talk at professionals only when it suits a brand’s purposes. That said, today’s professionals seek greater knowledge, so they can achieve larger success. And, regardless of geography, industry or capacity, they are in search of insights and informationfrom the colleagues and brands they trust.
- Super easy to do and with the right software this can go on autopilot.
- Map content to the buying stage {keep it short}
- Rel authorInfluencersLittle Bird
- Mention short forms and progressive profiling
- Rich media content ads, interactivity and lead gen within the LinkedIn experience. Creating a much more relevant experience. The idea is not to create more content, but better target the content that you already have.
- “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
- Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
- Old becoming new again. Content that others may still find valuable. Well, no one told Vegas, or the band.
- Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
- There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
- Keywords in your titles and descriptions.
- #1 for Inbound Marketing from one presentation.
- Showcasing expertise by publishing to Slideshare.
- Embedable into landing pages, blogs, renders perfectly in Twitter.
- 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
- Badass style is understated but instantly recognizable. Like a chopped Harley or a good pair of sunglasses: simple, direct, and functional.Marketers can apply this easily apply this mentality to their SlideShare strategy