Jon Lombardo
LinkedIn,
Content Marketing Lead
MASTERING
CONTENT MARKETING
ON LINKEDIN

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

3
OUR
AGENDA

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?

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

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”

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

9
WHY
LINKEDIN?

10
OUR
MISSION

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

12
OUR
VALUE

13
HOW MEMBERS GET VALUE

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

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

16
OUR
MINDSET

PEOPLE USE DIFFERENT SOCIAL NETWORKS
DIFFERENTLY

THEY ‘INVEST TIME’ ON LINKEDIN

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

20
[4] QUESTIONS
YOUR CONTENT STRATEGY
SHOULD ANSWER

4 KEY QUESTIONS TO ANSWER WITH YOUR
CONTENT CALENDAR

1. WHO DO YOU WANT TO REACH?

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

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

4. HOW WILL YOU MEASURE SUCCESS?

26
YOUR HOME
ON LINKEDIN

THE COMPANY PAGE

28
[6] TYPES OF
COMPELLING CONTENT
FOR MEMBERS

MEMBERS WANT CONTENT THAT
HELPS THEM MAKE BETTER DECISIONS

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

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

2. PROFESSIONAL DEVELOPMENT
MAKE YOUR AUDIENCE SMARTER TODAY

3. LEADERSHIP & PRODUCTIVITY
MAKE YOUR AUDIENCE SMARTER OVER TIME

4. INDUSTRY TRENDS
HELP YOUR AUDIENCE UNDERSTAND THE FUTURE

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

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

37
[7] TIPS TO
OPTIMIZE CONTENT FOR
THE FEED

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

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

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

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

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

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

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

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

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[1] APPROACH
TO DISTRIBUTING CONTENT

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

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[4] KEY
TAKEAWAYS

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

HOW TO
GET STARTED TODAY

Time to Put These Ideas to Work!
1. LEARN MORE. Visit marketing.linkedin.com to download
the Sophisticated Marketer’s guide to LinkedIn.
2. REACH NEW AUDIENCES TODAY. If you’re the admin of
your LinkedIn Company Page, you can also sponsor an update
at linkedin.com/ads.
GET STARTED TODAY

52
Q&A

53
THANK
YOU