Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not Hurting - How to Build Meaningful Relationships Through Content

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  • #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

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

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    Nice to meet you

    TwiMer: @DigitalDL & @LinkedInMktg

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    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

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    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

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    Map your content to the buyers journey

    AWARENESS SCOPE PLAN SELECT IMPLEMENT

    IT industry news / strategy info 1

    Product / solu7on demo / soVware trial 3

    Best prac7ces, how-tos, checklists 2

    Diagnos7c / assessment tools 3

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    Nurture, dont disrupt

    37% 37% 75% When ga7ng FIRST piece of content

    When ga7ng ALL content

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

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    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 whats in the

    heart of the dog.

    Roy Williams

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    Understand what your audience wants and especially doesnt want from you

    relevance

    Top 5 reasons the IT CommiMee doesnt

    connect with a vendor on a social network

    01 02

    05 04 03

    Dont want to receive a lot of marke7ng materials

    Dont believe would provide any credible informa7on

    No thought leaders in the category

    Dont believe would provide any info that is relevant to my job

    Talk too much about themselves

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    Use LinkedIns 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 years 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 Benioffs Team Stays On Top : forbes.com

    How to Spot a Bad boss Before You Start a New Job : linkedin.com Dont Pick a Job. Pick a Boss : linkedin.com

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

    Amazons 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

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    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 buyers journey.

    Lesson 2: Drive relevance with your content by star7ng with a deeper understanding of your audiences 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 youd actually want to share yourselfif you cant answer yes, scratch it!

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    Now, go deliver more value!