#CMWorld  

“Building Relationships Through Marketing Content

that Helps, Not Hurts”

Deanna Lazzaroni

Global Content & Social Media Marketing Manager, LinkedIn

How  to  Plan,  Develop  &  Op7mize    A  Content  Marke7ng  Program  for  Tech  

#CMWorld  

“If  you  sell  something,  you  make  a  customer  for  a  day.    If  you  help  someone,  you  make  a  customer  for  life.”  -­‐  Jay  Baer  

#CMWorld  

Nice  to  meet  you  

TwiMer:  @DigitalDL    &  @LinkedInMktg  

#CMWorld  

IT  Professionals  have  a  serious  trust  issue  

57%

of  the  IT  community  provides  fake  informa7on  when  they  complete  

a  lead  capture  form  

58% In market

48% Not In market

At  least  some7mes    provide  info  

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IT  Professionals  want  always-­‐on  educa7on  

of  the  IT  CommiMee  require  educa7on  to  sustain  or  make  a  change  to  their  IT  ecosystem

80% 63%

are  more  likely  to  consider  an  IT  vendor  that  educates  them  through  each  stage  of  the  decision  process  

#CMWorld  

IT  Professionals  want  content  that  helps,  not  sells  

55% 51% 50%

More  likely  to  consider  an  IT  vendor  who  publishes  content  about  my  industry  and  

topics  of  interest  

More  favorable  toward  an  IT  vendor  who  publishes  content  about  my  industry  and  

topics  of  interest  

Most  interested  in  non-­‐branded  /    

non-­‐sales  focused  content  

#CMWorld  

Map  your  content  to  the  buyer’s  journey  

AWARENESS   SCOPE   PLAN   SELECT   IMPLEMENT  

IT  industry  news  /  strategy  info  1

Product  /  solu7on  demo  /  soVware  trial  3

Best  prac7ces,  how-­‐to’s,  checklists  2

Diagnos7c  /  assessment  tools  3

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Nurture,  don’t  disrupt  

37% 37% 75%

When  ga7ng  FIRST    piece  of  content

When  ga7ng  ALL  content

%  less  likely  to  consider  a  vendor    (among  in  market  members)

#CMWorld  

Take  your  audience  on  a  content  journey  

521 3 4

The  average    IT  CommiMee  member  needs  to  consume    5  pieces  of  content  before  they  are  ready  to  talk  to  someone  in  sales.      

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Relevant  content  is  your  path    to  the  short  list  

The key ingredient to a better content experience is

relevance

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Relevance  is  delivered  through    a  deeper  understanding  of  your  audience  

11  

Speak to the dog, in the language of the dog, about what’s in the

heart of the dog.

–  Roy  Williams  

#CMWorld  

Understand  what  your  audience  wants        and  especially  doesn’t  want  from  you  

relevance

Top  5  reasons  the  IT  CommiMee  doesn’t  

connect  with  a  vendor  on  a  social  network  

01 02

05 04 03

Don’t  want  to  receive  a  lot  of  marke7ng  materials  

Don’t  believe  would  provide  any  credible  informa7on  

No  thought  leaders    in  the  category  

Don’t  believe  would  provide  any  info  that  is  relevant  to  my  job  

Talk  too  much  about  themselves  

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Use  LinkedIn’s  Trending  Content  tool  to  understand    what  IT  CommiMee  members  are  already  sharing  

Cloud  Compu7ng  

Entrepreneurship  

Employee  Engagement  

Android  

Online  Adver7sing  

Top  Trending  Topics  (August  2014)   Example  ArIcles  per  Trending  Topic  

•  Who  has  the  biggest  cloud?  By  year’s  end,  the  answer  may  surprise  you:  gigaom.com  •  Cloud  Storage  is  Ea7ng  The  World  Alive:  techcrunch.com  

•  Legacy  Wars:  Steve  Jobs  vs.  Bill  Gates  :  linkedin.com  •  Salesforce  Innova7on  Secrets:  How  Marc  Benioff’s  Team  Stays  On  Top  :  forbes.com  

•  How  to  Spot  a  Bad  boss  Before  You  Start  a  New  Job  :  linkedin.com  •  Don’t  Pick  a  Job.  Pick  a  Boss  :  linkedin.com  

•  Judge  Turns  Down  Apple’s  Bid  to  Halt  Samsung  Phone  Sales  :  ny7mes.com  •  Android  Device  Ecosystem:  More  Diverse  Than  Ever  :  techcrunch.com  

•  Amazon’s  new  ad  network  has  a  secret  weapon  against  Google  AdWords:  shopping  data  :  venturebeat.com  

•  Farewell  ‘Pure’  Exact  Match,  Adwords  Will  Soon  Require  All  Campaigns…  :  searchengineland.com  

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Use  keyword  research  to  understand    what  ques7ons  you  can  help  answer  for  them  

Then answer those questions with “Big Rock” content.

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QuesIon:  How  do  I  use  LinkedIn  for  marke7ng?  

The key ingredient to a better content experience is relevance

Answer:  

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Repurpose,  repurpose,  then  repurpose  some  more  

Infographics  

SlideShares  Influencer  blogs  

Blog  Content  

Podcasts  

Webinars  

Mobile  download  

Physical  book  

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Go  global  with  your  content  

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Carve  the  turkey,  then  feed  your  channels  

Company Pages Sponsored Updates (Turn it up to eleven!)

LinkedIn Groups SlideShare

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Examples  of  brands  helping,  not  hur7ng  

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Examples  of  brands  helping,  not  hur7ng  

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Examples  of  brands  helping,  not  hur7ng  

#CMWorld  

Examples  of  brands  helping,  not  hur7ng  

LinkedIn  Sponsored  Updates  drove  400%  more  qualified  leads  than  any  other  paid  lead  genera7on  plalorm  during  the  campaign  period  

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Consider  the  mindset  across  different  channels  

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Help  your  audience  succeed,  while  having  fun!  

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Help  them  look  good  in  front  of  other    members  of  the  IT  CommiMee  

Professional   Social  

EmoIonal   Self-­‐Image  

Personal  Value  Benefits  

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At  the  end  of  the  day,  Rela7onships  MaMer  

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Lessons  Learned  •  Lesson  1:  Professionals  want  content  that  helps,  not  sells.  Map  helpful  

content  to  each  stage  of  your  buyer’s  journey.  

•  Lesson  2:  Drive  relevance  with  your  content  by  star7ng  with  a  deeper  understanding  of  your  audience’s  wants  and  needs.  

•  Lesson  3:  Focus  on  one  Big  Rock  piece  each  quarter,  with  slices  of  smaller  content  to  promote  the  larger  piece  each  week.    

•  Lesson  4:  Make  sure  your  content  is  something  you’d  actually  want  to  share  yourself—if  you  can’t  answer  yes,  scratch  it!  

 

#CMWorld  

Now,  go  deliver  more  value!