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How to Kick-start Your Content Marketing Strategy
Content Marketing 1.0
Content marketing can have a dramatic business effect.
“Content marketing is the only marketing left.” - Seth Godin
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 (%)
But why do businesses need a content
marketing strategy?
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.
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
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.
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.
Laying a solid foundation for your content
marketing strategy
The goal.
To create a world class global content engine that fuels
demand generation, increases brand awareness,
and drives thought leadership.
The objectives.
• Increase X% MQLs driven by 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
The strategy.
Create helpful, relevant content and deliver it to the
right person at the right time.
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 Content
• Blogging
• Customer Stories
• Email Marketing
• InMail
• SlideShare
• Keyword Research
• PPC
• Podcasts
• Newsletters
• Video
• Webinars
• Infographics
• Influencer Content
• Publishing on LinkedIn
Mapping content to the buyers journey
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
The alignment.
• Demand Gen
• SEO
• PR
• Agency Partners
• Product Marketing
How to squeeze the most out of your
remarkable content
Ann Handley’s Formula
Useful x Enjoyable x Inspired = Innovative Content
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)
Repurpose content like leftover turkey
Use turkey slices to fuel your content hubs
Company Pages Sponsored Content (Turn it up to eleven!)
LinkedIn Groups SlideShare
The big rock
Repurpose, repurpose, then repurpose some more
Infographics
SlideShare
Physical book
Mobile download
Podcasts
Influencer blog
Blog content
Webinars
Then repurpose some more
For Agencies Webinars Ask LMS
Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile
Take it global
Leveraging Global Content
• Get the source files (AI/PSD)
• Send to local translator
• Plug in local modules
• Use agency to localize creative
Leveraging Global Content
Regional Content Generation
Regional Content Generation
Global Blog
Big Rock content
Product demos
Content Owners
Regional
Local Research
Case studies
Local thought leadership
Geo Content Type
Global content team
Regional content team
Local field marketing
Localised ebooks
Regional thought leadership
Webinars
Proven tactics for effective distribution of
your content
Paid Media
Amplification
Social Media
Advertising
Native
Advertising
Paid Content
Discovery
Services
PPC
Display /
Retargeting
Amplification
Blogging
Influencer
Outreach
PR
SEO
Word of
Mouth
Referrals
Earned Media
Amplification
Owned Media
Website /
Resource
Center
Mobile
Apps
Employee
Advocacy
What does success look like?
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
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%
18,000%
ROI
“Content marketing is the only marketing left.” - Seth Godin
Q&A
©2016 LinkedIn Corporation. All Rights Reserved.
Thank you.
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