2. FUNNEL STAGE ENGAGEMENT LEVEL CONTENT + MESSAGING TYPES
Awareness ➤ Less engaged ➤
• INFOGRAPHICS
• BLOG POSTS
• INDUSTRY TRENDS
• INFLUENCER CONTENT
• BEHIND THE SCENES
• EXCLUSIVE CONTENT
Interest ➤ More engaged ➤
• BEST PRACTICE
GUIDES
• CASE STUDIES
• PRODUCT REVIEWS
• ANALYST REPORTS
• WEBINARS
• BLOG POSTS
Favourability ➤ Most engaged ➤
• WHITE PAPERS
• RESEARCH BRIEFS
• PRODUCT DEMOS,
TRIALS
• ANALYST REPORTS
• EVENTS
• PRODUCT REVIEWS,
COMPARISONS
Action ➤ Acquire ➤
• NEWSLETTERS
• RECOMMENDATIONS
• CASE STUDIES
• PRODUCT NEWS
• PRODUCT TUTORIALS
Map content and messaging to the funnel
Leverage these messaging types to pair with your objectives
3. • Sponsored Content frequency caps
prevent audience fatigue
• Your target user will only see the same
Sponsored Update once every 48
hours
• Your target user can see up to four
unique Sponsored Updates every 48
hours
To ensure you achieve your
maximum visibility you should
sponsor four updates into all of
your campaign targets
Maximize frequency and increase engagement
Run 4 updates simultaneously
Audience A
Audience B
Audience C
Audience D
4. Making 4 variations of content can be easy
Less content, more testing
Intro copy A
Image
Intro copy B
Image
Intro copy
Image A
Intro copy
Image B
5. • Launch content “waves” of four posts and switch off as performance peaks
• Our system generally determines content relevancy at 5K-15K impressions
• Determine top performers within each wave and then run them together
• Keep in mind - Different content has a different shelf life
• Topical posts (news piece, events, webinars, etc.) usually peak in performance 1-4 weeks
• Evergreen content (career advice, productivity tips, etc.) can maintain performance for 4-10 weeks
SMBOwnersTarget
Refresh creative frequently for best performance
Less content, more testing
7. Mindset Divide
Different mindsets mean different content priorities
Business / company /
finance news
Technology
Local, national, world news
and current events
Education
Personal finance and investments
PERSONAL
CONTENT
PROFESSIONAL
CONTENT
Spend Time Invest Time
Entertainment / TV
Food & Dining
Travel & holidays
Sports
Health and Fitness
8. First & Foremost: Offer Value!
Give members a reason to engage with your brand
Give your audience a reason to want to engage with your content – why should they care?
• Help members stay current on the problems facing them today
• Offer professional development and inspiration
• Offer leadership and ways to make members more productive & successful
• Share industry trends
• Produce peer research/ideas
9. 9
156%
CTR
Lift
Keep it short & always include a strong CTA
Keep your into copy under 140 character to avoid truncation
10. Invest in great imagery
Custom images generate higher engagement
Images of professionals
over Objects +160%CTR
Images of professionals
over Objects +160%CTR
11. Use a consistent brand identity
Pattern recognition is how brands drive recall
• CUSTOM IMAGES GENERATE HIGHER ENGAGEMENT
Content included eye-catching images, but copy can be too small to render properly on the mobile platform. To avoid this include some of the copy in the teaser text or limit the amount of copy in the teaser text