Content Marketing on LinkedIn - Jon Lombardo
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Originally presented during EducationConnect 2015 on 10/15/15 in NY, Jon Lombardo, Content Marketing Lead, LinkedIn discusses best practices for content marketing on LinkedIn.
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Content Marketing on LinkedIn - Jon Lombardo
- 1. Jon Lombardo Content Marketing Lead, LinkedIn @JonLombardo
- 2. Content Marketing Best Practices on LinkedIn
- 4. BUYERS DON’T START WITH SALES ANYMORE Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
- 5. THEY START WITH (AND BUY) YOUR THOUGHT LEADERSHIP “BUYERS DON’T BUY YOUR PRODUCTS AND SERVICES, THEY ‘BUY’ YOUR PERSPECTIVE AND APPROACH TO SOLVING THEIR PROBLEMS”
- 6. WHICH IS WHY CONTENT MARKETING IS THE NEW PATH TO REVENUE The avg. IT Committee member needs to consume 7-10 pieces of content before they are ready to talk to a sales rep. 5 2 134 76 USD
- 8. LEVERAGES SOCIAL PROOF AND STRONG CTA RUTGERS ONLINE
- 9. PEOPLE PROCESS IMAGES (VALUE) 60,000x FASTER THAN TEXT SIMPLILEARN
- 10. PEOPLE MOST TRUST HEARING FROM OTHER PEOPLE KAPLAN
- 11. HELPS IMAGINE A BETTER FUTURE RESPIRATORY THERAPY ONLINE
- 12. 6 OPTIMIZATION TIPS FOR SPONSORED UPDATES
- 13. FRAMING FOR THE FEED IS CRITICAL WE LIVE IN A FEED-BASED WORLD
- 14. 1. CUSTOMIZE IMAGE, HEADLINE & URGENCY ALL THREE MUST WORK IN CONCERT
- 15. 2. INVEST IN GREAT IMAGES CUSTOM IMAGES GENERATE MUCH HIGHER ENGAGEMENT
- 16. 3. USE A CONSISTENT BRAND IDENTITY MAKE SURE TO BUILD BRAND MEMORY
- 17. 4. WRITE (MULTIPLE) HEADLINES LEARN TO WRITE GREAT HEADLINES
- 18. 5. LESS CONTENT, MORE VARIATIONS THE CONTENT ISN’T ALWAYS BAD, SOMETIMES JUST THE FRAMING IS 120% LIFT
- 19. 6. LESS CONTENT, MORE RE-PURPOSING DON’T GIVE UP ON YOUR BEST / MOST IMPORTANT CONTENT
- 20. OPTIMIZING FOR BRAND AWARENESS AND LEAD GENEATION OBJECTIVES
- 21. EXCELLENT IMAGE, VALUE EXCHANGE AND CTA BRAND AWARENESS - ARTICLE
- 22. VISUALS DOMINATE MOBILE SCREEN BRAND AWARENESS - IMAGE
- 23. SMART USE OF CMO TARGETING AND CTA LEAD GEN – WHITEPAPER
- 24. DESIGN CTA INTO IMAGE TO DRIVE REGISTRATIONS LEAD GEN – WEBINAR
- 25. DON’T BURY THE LEDE – GET TO VALUE LEAD GEN – EBOOK
- 26. NEED A VARIETY OF FORMATS TO GENERATE LEADS LEAD GEN – CHECKLIST
- 28. INVEST IN THE ‘80/20’ RULE 20% POSTS 80% BUDGET
- 29. 4 KEY TAKEAWAYS
- 30. 1. MAKE SURE TO OPTIMIZE EACH ELEMENT OF YOUR POSTS. 2. REACH RIGHT PERSON, RIGHT CONTENT, RIGHT TIME. 3. OPTIMIZE EACH POST FOR BRAND OR LEAD GEN OBJECTIVES. 4. INVEST IN 80/20 PERFORMANCE. 4 WAYS TO BE A BETTER CONTENT MARKETER
Notas do Editor
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach