1.
TO CONTENT MARKETING ON LINKEDIN
LIVE WEBCAST: YOUR
8/3/2016
11:00am PT | 2:00pm ET

2.
Alex Rynne
Associate Content Marketing Manager,
LinkedIn Marketing Solutions
@amrynnie
BEFORE WE GET STARTED…
• Any questions? Send them via the Q&A feature
• Any shout-outs? Tweet them @LinkedInMktg
via #LinkedInMktg
• Is this presentation recorded? Of course!
#LinkedInMktg

3.
OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 5 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Content
& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
#LinkedInMktg

4.
79%
80%
43%
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn

5.
28%
Marketers with a documented strategy
are 4x more effective
Of Marketers have a documented
content marketing strategy
#MissedOpportunity
30% Of marketers feel their marketing
strategy is effective

6.
“FAIL TO PLAN, PLAN TO FAIL”
• Delegate
• Follow brand guidelines
• Look beyond your team
to source content
• Build an editorial calendar
4 PLANNING BASICS TO SET YOU UP
FOR CONTENT MARKETING SUCCESS
#LinkedInMktg

7.
5 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct
Sponsored Content

8.
ESTABLISH YOUR COMPANY’S IDENTITY AND BUILD
RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
IDENTITY
Your company’s profile to
the world’s professional
NETWORK
Connect professionals and
your employees to drive
economic opportunity
KNOWLEDGE
Share content & opportunities to
make professionals more productive
& successful

9.
LINKEDIN COMPANY & SHOWCASE PAGES
Highlight your individual brands
with Showcase Pages
• Create a dedicated page for aspects of
your business with their own messages
and audience to share with
• Allow LinkedIn members to follow the
aspects of your business they’re
interested in
• Share focused content to build a
relationship with a specific audience
#LinkedInMktg

10.
LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
Hire, Market, and Sell Better Using LinkedIn
Elevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketing
on LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing Looks
Like: http://blt.ly/1JC0ijA
Introducing our latest Lynda.com course: Up
and running with LinkedIn Lead Accelerator:
http://blt.ly/FLGuzs
#LinkedInMktg

11.
LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants

12.
LINKEDIN COMPANY
& SHOWCASE PAGES
 Post 3-4x a day
 Engage with and respond
to followers’ comments
 Change header image
every 6 months
ACTION ITEMS
#LinkedInMktg

13.
LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg

14.
LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg

15.
LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation SEO
Brand Awareness &
Thought Leadership
#LinkedInMktg
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,
Likes & Embeds)

16.
LINKEDIN SLIDESHARE
 Upload new content weekly
 Highlight decks on profile page
 Group content into playlists
 Add lead forms
 Leverage the clipping tool
ACTION ITEMS
#LinkedInMktg

17.
LINKEDIN SLIDESHARE DASHBOARD

18.
LINKEDIN SLIDESHARE DASHBOARD

19.
PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish more
than 130,000 posts a week on LinkedIn.
45%
About 45% of readers are in the
upper ranks of their industries:
managers, VPs, CEOs, etc.
#LinkedInMktg

20.
PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg

21.
PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares

22.
PUBLISHING ON LINKEDIN
ACTION ITEMS
 Publish whenever you
feel passionate
 Recommended: Bi-weekly
or once a month
#LinkedInMktg

23.
LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedIn
feed across all the devices
#LinkedInMktg

24.
With Direct Sponsored Content, reach
your target audience directly in the feed
without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Personalize
Test
Control

25.
Deliver the right content
to the right people and
boost quality leads on
LinkedIn:
http://bit.ly/1TEY7Fl
Advertising today is
a whole new playing
field. Get ahead in
the game with The
Little Big Book of
LinkedIn Advertising:
http://bit.ly/1hlyOlx
Tune in as industry
leaders discuss practical
insignts on how academic
institutions can best
leverage LinkedIn:
http://bit.ly/1BifEqw
Are you ready to provide
the first (and best) solution
to suit your prospects’
needs?
http://bit.ly/1BifEqw
LINKEDIN SPONSORED CONTENT
WHAT TO SHARE

26.
+571% clicks
+490% impressions
DIRECT SPONSORED CONTENT
ALWAYS BE TESTING

27.
SPONSORED CONTENT
BEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4

28.
Market to Who Matters:
GET TO THE RIGHT PROFESSIONAL AUDIENCES
Rich demographic data
Job Function, Seniority,
Company Name, Geo, Industry
Interest-based targeting
Group Membership, Skills,
Companies Followed
Persona targeting
Job Searchers, Opinion Leaders, Mass
Affluent, Business Travelers
Your own audience data
Target Account Lists

29.
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update

30.
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
ACTION ITEMS
 Select a Compelling Visual
 Run 2-4 Sponsored Contents a Week
 Run for 3 weeks, then Test & Iterate
 Add URL Tracking Codes to Measure Post-Click
Actions (Site Visits & Conversions)
 Set Up Campaigns by Audience
 Shift Budget to the Audience with the Highest
Engagement Rate
#LinkedInMktg

31.
HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT

32.
LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP
PROFILES
EMPLOYEE
PROFILES
COMPANY UPDATES
(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
All content from owned properties is
distributed through the feed to company
followers and individual connections.
#LinkedInMktg

33.
CARVE UP THE TURKEY
#LinkedInMktg

34.
EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD

35.
EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn
EXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS

36.
#LinkedInMktg
DON’T DO SOCIALCAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.

37.
QUESTIONS?