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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Content Marketing Best Practices with Jaime Pham
©2014 LinkedIn Corporation. All Rights
Reserved.1
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Introduction
2
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Executive summary
Content on LinkedIn: What works
Top 10 tips for compelling updates
Success stories: using Sponsored Updates to drive business results
Key Takeaways
Q&A
Agenda
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Executive summary
4
Company updates and Sponsored Updates should be thought of as Native Content: content marketing delivered in a native format
In order to be truly native, the content must match the context: keep it professional, helpful, and aspirational
Putting banner ad copy into a sponsored update is notnative
When crafting an update, be concise, and be mobile-friendly. More than ½ of sponsored update engagement comes from mobile devices
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Content Marketing vs. Native Advertising
5
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
6
Content Marketing
“Delivering information that makes your buyer more intelligent”- Content Marketing Institute
Source: Content Marketing Institute
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
7
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
So who is your buyer and what are they on LinkedIn to learn about?
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Network Knowledge
Be helpful.Be human.Be accurate.
Three keys to success
Identity
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Use personas + LinkedIn targeting to ensure relevancy.
Be accurate
Organic (follower) targeting
Sponsored Update targeting
Recommended minimum
audience size: 5-10,000
Recommended minimum
audience size: 250,000*
*depending on budget and desired reach
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Watch what is trending on LinkedIn
Three keys to success
Be accurate
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Call out your intended audience
Three keys to success
Be accurate
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Simply: get personal
Three keys to success
Be human
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Everyone needs a lighthearted break from work
Three keys to success
Be human
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Help professionals be more productive
Three keys to success
Be helpful
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
And successful
Three keys to success
Be helpful
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
17
Company and Sponsored Updates on
LinkedIn: Native Content
Key Takeaway: native advertising in the LinkedIn news feed is about more than just matching the look and feel. You also need to match the context.
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Top Tips for Compelling Updates
18
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
HEADLINES MATTER
Top Performing Sponsored Updates
Numbered lists make content easier to
consume
Strong language creates a
sense of urgency
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
ASK QUESTIONS TO ENGAGE THE READER
Top Performing Sponsored Updates
Start with a question or quote to hook
your reader
Make sure the image is relevant
and adds to the tone of the post
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
OPTIMIZE FOR MOBILE
Top Performing Sponsored Updates
Eliminate the intro copy, or keep it fewer
than 150 characters
Use link posts to optimize mobile
clicks (make sure the landing page is
responsively designed)
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
SPEAK DIRECTLY TO THE AUDIENCE YOU
ARE TARGETING
Top Performing Sponsored Updates
Call out your target audience directly in the
copy
Ask questions and use “you” directly
to your target audience
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
INSPIRE THROUGH STORYTELLING
Top Performing Sponsored Updates
Rich media image commands
attention in the news feed
Use first-person language and
include a clear call-to-action
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Success Stories
24
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
25
Case Study: Adobe
Sponsored Updates for Branding
LinkedIn Confidential ©2014 All Rights Reserved
“With the ability to
target specific audiences with relevant and
contextual content, Sponsored Updates
allowed us to reach the right
audience on the right channel, ultimately
helping to move the needle on a primary
objective – to inform and educate
marketers that Adobe is an industry leader
in providing digital marketing solutions.”
Adobe
Results
• 50% more likely to agree that “Adobe is
shaping the future of digital marketing”
• 2.5x more likely to agree that Adobe’s
Sponsored Updates “captured their attention”
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
26
Case Study: Capgemini & NewsCred
Sponsored Updates for Thought Leadership
LinkedIn Confidential ©2014 All Rights Reserved
“…The engagement has been
unprecedented—nothing they had ever seen
using traditional B2B marketing campaigns.
Sponsored updates on LinkedIn have an
engagement rate of 1.76%, which translates
to over 3,000 new followers each week on
their company page…”
Newscred
69%
Shares
100,000
new
followersResults
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Case Study: Hubspot
Sponsored Updates for Lead Generation
Results• 400% more leads within their target
audience than on other platforms
"We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “
Hubspot
27LinkedIn Confidential ©2014 All Rights Reserved
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Key Takeaways
28
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
29
Key Takeaways
Make your customers more productive and successful1
BlackRock 4 things to know about gold's biggest sell-off in years
http://bit.ly/12FpSCZHas Gold Lost its Luster? | iShares Blog
bit.ly • Of all the investment topics I've discussed with clients,
whether to invest in gold usually elicits the most divergent
opinions. As an investment that is almost impossible to value,
people's views on gold are often more a matter of philosophy
than...
Like (12) • Comment (6) • Share • 9 days ago
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
30
Key Takeaways
Be the editor: A/B test your headlines. Shorter tends to be better.
2
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
31
Sponsored Updates Content Best Practice Cheat Sheet
Optimizing content
• Always ask, “why would my audience read this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but also react to timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience and then refine
Optimizing visuals
• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Q&A
32
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 33