You could compose the world’s greatest symphony, but if it’s not heard by the right people—classical musicians, orchestra leaders, and music critics—nobody will know about it. The same goes for your B2B content. Publishing isn’t enough. Finding, engaging, and converting the right people is more complex than ever, and crafting new ways to continually produce results can be a full-time gig in and of itself. But it doesn’t have to be. Are You Playing the Right Venue? LinkedIn is proud to call more than two-third of the planet’s professionals members. Our research shows that, more than any other reason, members come to LinkedIn to engage with content. That means reading, liking, responding, and sharing. So every time you publish content on LinkedIn, you have the potential to play the content marketing equivalent of Carnegie Hall. To help you crank out hit after hit, and to ensure that you can prove, with data, that the right audience digs your sound, we've created this SlideShare.

1. `?V-m4++-o44-m4+-aHow to Compose an
ALWAYS-ON
Marketing Strategy Using LinkedIn

2. Build a Marketing Strategy That's
Music to Your Audience's Ears
Success at always-on marketing is like composing great music.
Like in a symphony, you need all of the right notes and
musical parts to work in unison, namely:
1 2 3 4
AUDIENCE
INSIGHT
CREATIVE
STRATEGY
DISTRIBUTION
TACTICS
HOLISTIC
MEASUREMENT
Know your
audience
Create great content
throughout the buying cycle
Make your content work
as hard as possible
Measure carefully and
purposefully
Here’s how LinkedIn empowers you to master
each of these crucial elements...

3. 1. Audience Insight
With 467+ million members, LinkedIn helps drive more potential
buyers your way.
Gain insight into who is consuming your content with LinkedIn
tags that will identify visitors by job title, industry, company and
seniority.
`?V-t44-o44-m4++-a444-o4-EFD.4da-Identify Your Most Loyal Patrons

4. 74%of buyers choose the
company that was first
to add value as they
are defining their
buying vision
Your company should be the experts
on a certain topic. Own the conversation
by setting its tone, pitch and timbre. You
are the conductor of your own story.
Determine a topic that’s top of mind
for them and begin to build a content
franchise around it.
LinkedIn helps your company
orchestrate thought leadership:
2. Creative Strategy
`?V-t44-o44-m4++-a444-o4-EFD.4da-Creating Content that
Resonates Beautifully

5. Once you've recorded your
masterpiece, promote it using
LinkedIn Sponsored Content to
reach LinkedIn members beyond
your Company Page followers
and ensure your content fuels
your lead generation goals
for quarters to come.
3. Distribution Tactics
`?V-t44-o44-m4++-a444-o4-EFD.4da-Play Your Content for Those Who
Matter Most to Your Business

6. `?V-t44-o44-m4++-a444-o4-EFD.4da-
EXPERT TIP
Your brand generates
free impressions via its
followers on LinkedIn
when you share content
via long-form posts,
status updates, and
SlideShare.
The professional publishing platform on
LinkedIn offers another opportunity to
post your company’s original content.
Give your content multiple opportunities to
perform in places such as your Company Page,
Showcase Pages, and employee profiles.
Amplify the impact by calling upon a
combination of organic and paid media.
Sing Praises About Your Expertise
Publish and Share Your Content on LinkedIn
3. Distribution Tactics

7. `?V-t44-o44-m4++-a444-o4-EFD.4da-
The content you publish is attached to
and becomes a part of your LinkedIn
profile and positions you as an expert
and thought leader.
You can create an always-on strategy with
your C-level team, subject matter experts
and employees by delivering your message
with credibility and authenticity.
LinkedIn automatically delivers news and
updates that your audience wants to see
reflected in their feed.
Reasons to Publish Long-Form
Content on LinkedIn
1
2
3
3. Distribution Tactics

8. `?V-t44-o44-m4++-a444-o4-EFD.4da-Expand Your Audience with Paid Media
Publishing isn’t the only way to get
the word out about your brand.
Continue to play your content
directly for your target audience by
leveraging our product suite:
LinkedIn Sponsored Content & Direct
Sponsored Content
LinkedIn Sponsored InMail
LinkedIn Display Ads
LinkedIn Text Ads
3. Distribution Tactics

9. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Encourage your employees
to whistle their own tune by
sharing your content and their
own subject matter expertise.
For this, use LinkedIn Elevate,
an employee advocacy
tool that encourages your
employees to be social and
share content across LinkedIn
and Twitter.
Expert Tip
Leverage Employee Advocacy
3. Distribution Tactics

10. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Don’t forget to capture leads in exchange for high-value content,
using LinkedIn Autofill to streamline the process of filling out
your landing page forms.
Drive Leads with Content
3. Distribution Tactics

11. sfgasdfafadsfasdfczxcxzvzxcvzc
`?V-t44-o44-m4++-a444-o4-EFD.4da-
We have the richest
professional data set of
any social network.
LinkedIn is an indispensable site for the
world’s professionals. Take advantage
of powerful capabilities that allow you
to target just the right people among
that audience of professionals and start
influencing them to make a purchase.
Why it Makes Sense
To Choose LinkedIn
EXPERT TIP
A survey by Content Marketing Institute
and MarketingProfs found that marketers
consider LinkedIn to be the most effective
B2B platform for reaching their audiences.
3. Distribution Tactics

12. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Once you’ve given your content the stage on LinkedIn, use data
from LinkedIn to validate engagement trends, website traffic
and lead form conversions. This will help you track changes in
perception and measure efficacy among those not engaging
with your content.
Conduct and Measure Carefully
and Purposefully
4. Holistic Measurement

13. `?V-t44-o44-m4++-a444-o4-EFD.4da-Sing a Tune of "Test, Learn
and Optimize"
4. Holistic Measurement
Call upon these best practices to
craft a testing strategy:
Beta test new approaches to measurement
using the LinkedIn Insights Tag
Run a Sponsored Content Brand Impact
Study, which will measure efficacy among
non-clickers

14. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Collaborate! Share insights around Marketing Qualified Leads
(MQLs), Marketing Impacted Pipeline and Marketing Impacted
Closed Deals with your organization to help optimize the
targeting and content strategy.
Record and Share Your Insights
4. Holistic Measurement

15. Introducing
Conversion Tracking for
LinkedIn Sponsored Content
and Text Ads
We’re laser-focused on bringing you a harmonious
advertising experience. That’s why we recently launched
conversion tracking, a set of capabilities built directly into
LinkedIn Campaign Manager that enables you to easily
measure these metrics on your LinkedIn campaigns:
Content downloads
Purchases
Leads
Sign-ups
LinkedIn Conversion Tracking

16. `?V-t44-o44-m4++-a444-o4-EFD.4da-
With Conversion Tracking You Can:
Track website conversions from your
LinkedIn programs
Understand your LinkedIn advertising ROI,
conversion count, cost-per-conversion,
conversion rate, and return on ad spend
See which audience segments are driving
the most conversions
Track the Metrics That
Matter Most
LinkedIn Conversion Tracking

17. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Track conversions on your
website from desktop and
mobile; whether members
converted after clicking on
— or after just viewing —
one of your ads.
Record Every Conversion, Every Time
LinkedIn Conversion Tracking

18. `?V-t44-o44-m4++-a444-o4-EFD.4da-
Monitor the specific campaigns, ads, and the nature of the
audiences that are driving conversions. Use this information to
improve your targeting and creative to maximize your impact.
Optimize Your Campaigns to Drive
More Harmonious Performance
Cost
Per Lead
Marketing
Qualified Leads
Sales
Qualified Leads
Marketing
Impacted Pipeline
Revenue
Per Opportunity
LinkedIn Conversion Tracking

19. Ready to Unveil Your Content
Concierto to the 467+ Million
Professionals on LinkedIn?
Get Started

20. Today, LinkedIn members number more than 467+ million
professionals. That’s more than two-thirds of the 600 million
professionals on the planet, representing the largest group
anywhere of influential, affluent, and educated people.
For more information, visit marketing.linkedin.com