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LinkedIn Content Marketing 1.0: How to Kick-start your Content Marketing Strategy


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LinkedIn Content Marketing 1.0: How to Kick-start your Content Marketing Strategy

  1. 1. ​ How to Kick-start Your Content Marketing Strategy Content Marketing 1.0
  2. 2. Content marketing can have a dramatic business effect.
  3. 3. The lesson?
  4. 4. Create a competitive advantage by creating helpful, relevant content that builds brand loyalty. Today everyone needs to be a Marcus…
  5. 5. “Content marketing is the only marketing left.” - Seth Godin
  6. 6. Content marketing has become a focal point of modern marketing 1.7 4.4 4.8 5.5 5.7 9.2 9.3 11.1 11.1 12.7 24.6 Native advertising Video Internet of things Programmatic Experiential marketing Mobile Personalisation Social media Marketing automation Data & analytics Content marketing ClickZ’s 2016 Digital Trends Report TopRank Marketing 2016 Digital Priorities The most significant digital marketing trend for your company in 2016? Top digital marketing tactics for 2016 80% Content Marketing 60%Email Marketing 50% SEO Online Advertising 50% 35% Social Media Marketing 25%Influencer Marketing Answer choices Percentage (%)
  7. 7. But why do businesses need a content marketing strategy?
  8. 8. Drives Revenue Content marketing provides a controlled and portable shop window for companies to sell products to their customers. “Over 50% of content marketing consumers say it has a positive impact upon purchase decisions.” CMA Research
  9. 9. Retains Customers By offering both entertainment and information, content marketing rewards the customer with engaging editorial while keeping them updated on new products and services.
  10. 10. Builds your brand When content marketing is delivered to exactly the right demographic and the most relevant time, you have an ideal opportunity to alter their perception of your brand.
  11. 11. Ability to integrate Content marketing enables an always-on strategy by creating and distributing content across all key marketing mediums all channels will be integrated with one another, doubling tripling the effectiveness of the campaign.
  12. 12. Engage Customers Long Term By creating a regular dialogue with your audience, you can open a line of communication that gives a constant stream of feedback you can use to improve your service and keep your customers happy.
  13. 13. Laying a solid foundation for your content marketing strategy
  14. 14. The plan.
  15. 15. The goal. To create a world class global content engine that fuels demand generation, increases brand awareness, and drives thought leadership.
  16. 16. The objectives. • Increase MQLs driven by Big Rock content • Increase referral traffic by X% by Y Date • Increase direct traffic by X% by Y Date • Increase blog subscribers by X% by Y date
  17. 17. The strategy. Create helpful, relevant content and deliver it to the right person at the right time.
  18. 18. The tactics. "What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy?” Seth Godin • Company Page / Showcase Page Updates • Sponsored Updates • Blogging • Customer Stories • Email Marketing • InMail • SlideShare • Keyword Research • PPC • Twitter • Podcasts • Newsletters • Video • Webinars • Infographics • Influencer Content • Publishing on LinkedIn
  19. 19. Mapping content to the buyers journey
  20. 20. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Mostly yes Gated Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, 3rd party analyst reports Yes Late Stage Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies Mostly No Funnel Stage Content Type
  21. 21. The alignment. • Demand Gen • SEO • PR • Agency Partners • Product Marketing • Customer Marketing
  22. 22. Early Content that builds brand education, awareness, and desire Content Owners Middle Content that helps buyers find you when they’re looking for solutions Late Company specific information that help evaluate and reaffirm decision Funnel Stage Content Type Content Marketing, SEO, PR, Demand Gen Product Marketing Customer Marketing
  23. 23. How to squeeze the most out of your remarkable content
  24. 24. Ann Handley’s Formula Useful x Enjoyable x Inspired = Innovative Content
  25. 25. Three ways to create a big rock Keyword Research (From the Ground Up) Find a Theme in Existing Content Flip Bottom Funnel Content to Top (Turning Customer Stories / Case Studies into Top of Funnel Content)
  26. 26. Repurpose content like leftover turkey
  27. 27. Use turkey slices to fuel your content hubs Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  28. 28. The big rock
  29. 29. Repurpose, repurpose, then repurpose some more Infographics SlideShare Physical book Mobile download Podcasts Influencer blog Blog content Webinars
  30. 30. Then repurpose some more For Agencies Webinars Ask LMS Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile
  31. 31. Take it global
  32. 32. Leveraging Global Content • Get the source files (AI/PSD) • Send to local translator • Plug in local modules • Use agency to localize creative
  33. 33. Proven tactics for effective distribution of your content
  34. 34. Amplification Owned MediaEarned MediaPaid Media
  35. 35. Paid Media Amplification Social Media Advertising Native Advertising Paid Content Discovery Services PPC Display / Retargeting
  36. 36. Amplification Blogging Influencer Outreach PR SEO Word of Mouth Referrals Earned Media
  37. 37. Amplification Owned Media Website / Resource Center Mobile Apps Employee Advocacy
  38. 38. What does success look like?
  39. 39. Infographic Podcast Blog post Webinar Turkey slices (Non gated) Video Big rock (Gated) Lead capture No Yes No Nurture Sales SDR Sales Qualified?MQL Revenue SlideShare Yes
  40. 40. The results out of the gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/SEO Other Display 64% 7% 7% 7% 6% United States Netherlands India Canada Australia UK Germany New Zealand 2% 1% 1%
  41. 41. 18,000% ROI
  42. 42. “Content marketing is the only marketing left.” - Seth Godin
  43. 43. ©2016 LinkedIn Corporation. All Rights Reserved. Thank you.