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Content Marketing on LinkedIn - Jon Lombardo

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Originally presented during EducationConnect 2015 on 10/15/15 in NY, Jon Lombardo, Content Marketing Lead, LinkedIn discusses best practices for content marketing on LinkedIn.

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Content Marketing on LinkedIn - Jon Lombardo

  1. 1. Jon Lombardo Content Marketing Lead, LinkedIn @JonLombardo
  2. 2. Content Marketing Best Practices on LinkedIn
  3. 3. WHY CONTENT MARKETING?
  4. 4. BUYERS DON’T START WITH SALES ANYMORE Before customers reach 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
  5. 5. 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”
  6. 6. WHICH IS WHY CONTENT MARKETING IS THE NEW PATH TO REVENUE The avg. IT Committee member needs to consume 7-10 pieces of content before they are ready to talk to a sales rep. 5 2 134 76 USD
  7. 7. REVIEWING BEST-IN-CLASS EDUCATION UPDATES
  8. 8. LEVERAGES SOCIAL PROOF AND STRONG CTA RUTGERS ONLINE
  9. 9. PEOPLE PROCESS IMAGES (VALUE) 60,000x FASTER THAN TEXT SIMPLILEARN
  10. 10. PEOPLE MOST TRUST HEARING FROM OTHER PEOPLE KAPLAN
  11. 11. HELPS IMAGINE A BETTER FUTURE RESPIRATORY THERAPY ONLINE
  12. 12. 6 OPTIMIZATION TIPS FOR SPONSORED UPDATES
  13. 13. FRAMING FOR THE FEED IS CRITICAL WE LIVE IN A FEED-BASED WORLD
  14. 14. 1. CUSTOMIZE IMAGE, HEADLINE & URGENCY ALL THREE MUST WORK IN CONCERT
  15. 15. 2. INVEST IN GREAT IMAGES CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
  16. 16. 3. USE A CONSISTENT BRAND IDENTITY MAKE SURE TO BUILD BRAND MEMORY
  17. 17. 4. WRITE (MULTIPLE) HEADLINES LEARN TO WRITE GREAT HEADLINES
  18. 18. 5. LESS CONTENT, MORE VARIATIONS THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS 120% LIFT
  19. 19. 6. LESS CONTENT, MORE RE-PURPOSING DON’T GIVE UP ON YOUR BEST / MOST IMPORTANT CONTENT
  20. 20. OPTIMIZING FOR BRAND AWARENESS AND LEAD GENEATION OBJECTIVES
  21. 21. EXCELLENT IMAGE, VALUE EXCHANGE AND CTA BRAND AWARENESS - ARTICLE
  22. 22. VISUALS DOMINATE MOBILE SCREEN BRAND AWARENESS - IMAGE
  23. 23. SMART USE OF CMO TARGETING AND CTA LEAD GEN – WHITEPAPER
  24. 24. DESIGN CTA INTO IMAGE TO DRIVE REGISTRATIONS LEAD GEN – WEBINAR
  25. 25. DON’T BURY THE LEDE – GET TO VALUE LEAD GEN – EBOOK
  26. 26. NEED A VARIETY OF FORMATS TO GENERATE LEADS LEAD GEN – CHECKLIST
  27. 27. INVESTING IN PERFORMANCE-LED DISTRIBUTION
  28. 28. INVEST IN THE ‘80/20’ RULE 20% POSTS 80% BUDGET
  29. 29. 4 KEY TAKEAWAYS
  30. 30. 1. MAKE SURE TO OPTIMIZE EACH ELEMENT OF YOUR POSTS. 2. REACH RIGHT PERSON, RIGHT CONTENT, RIGHT TIME. 3. OPTIMIZE EACH POST FOR BRAND OR LEAD GEN OBJECTIVES. 4. INVEST IN 80/20 PERFORMANCE. 4 WAYS TO BE A BETTER CONTENT MARKETER

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