Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
2. 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.
6. 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
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
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
14. 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
19. THEY EXPECT BRANDS TO EDUCATE THEM ON
CAREER AND INDUSTRY
-Source: The Mindset Divide: Revealing the Emotional Differences
Between Personal and Professional Networks
49. 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.
51. 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
So let’s talk about some great ways to develop thought-leading content. There’s many ways to do this, for example:
Relevance- Addressing a burning issue for your target audience is crucial. . If the content isn’t relevant, the reader will immediately shut down and disengage from your content.
Novelty- Having a fundamentally new way to solve a problem could be something the reader may be interested in.
Depth- Possessing substantial knowledge about the problem and how to solve it could be great way to establish yourself as an expert in the field, especially early on in the process when the prospective buyer is just beginning to ramp up and learn more about your solutions.
Validity- Proving your solution works through real examples of companiesthat have solved it your way, especially with measurable benefits. A great example? A case study of a customer who has recently been successful with your solution.
Practicality- Demonstrating you have a well-thought-out approach to overcome the obstacles to adoption.
Rigor- Having hard-to-dispute logic about the problem and the best way to solve it.
Clarity- Communicating the point of view in words your audience understands
Coherence- Having frameworks or models that simplify the problemand/or solution
All of these are great ways to command the attention of your prospective buyers– the common thread? Being helpful and sharing genuine, useful insights for the customer so they have a better understanding of your method of approaching the problem that your product or service aims to solve.
This entire process starts with finding the right people, and LinkedIn is the best place for that.
We have 364M+ professionals worldwide. These professionals are highly educated, affluent and influent.
We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals.
[CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use.
After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.