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Live Webinar: Developing a Killer Content Strategy for LinkedIn Lead Accelerator

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Live Webinar: Developing a Killer Content Strategy for LinkedIn Lead Accelerator

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This live webcast explores how to develop a content marketing strategy to drive high-impact results using Lead Accelerator.

Sanjay Melwani, marketing automation consultant, walks you through key content and segmentation best practices, including how to:

• Perform a content audit to determine the best offers for your nurture streams
• Segment your target audiences and identify the right content for both known and anonymous contacts
• Optimize content across all ad formats including display ads, LinkedIn Sponsored Updates, and Facebook

This live webcast explores how to develop a content marketing strategy to drive high-impact results using Lead Accelerator.

Sanjay Melwani, marketing automation consultant, walks you through key content and segmentation best practices, including how to:

• Perform a content audit to determine the best offers for your nurture streams
• Segment your target audiences and identify the right content for both known and anonymous contacts
• Optimize content across all ad formats including display ads, LinkedIn Sponsored Updates, and Facebook

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Live Webinar: Developing a Killer Content Strategy for LinkedIn Lead Accelerator

  1. 1. 2 Developing a Killer Content Strategy for LinkedIn Lead Accelerator ​ Sanjay Melwani ​ Marketing Automation Consultant ​ LinkedIn
  2. 2. 3 •  Got a question? Submit it in the Q&A box. •  Follow us for more: @LinkedInMktg How to Engage with Us
  3. 3. Let’s Talk About 4 •  Performing a content audit to determine ideal content offers for your nurture streams •  Segmenting your target audiences and identify the right content for both your known and anonymous contacts •  Optimizing content across all ad formats in Lead Accelerator including display ads, Sponsored Updates, and Facebook •  We’ll also look at a few examples of high-performing content and discuss how to measure performance. •  Q&A
  4. 4. Kicking Off Your Content Approach with Lead Accelerator 5
  5. 5. 6 Popular Content Types •  Whitepapers •  eBooks •  Guides •  Analyst Reports •  Case Studies •  Demos •  Free Trials •  Videos •  Blog Posts •  Webinars
  6. 6. How Many Pieces of Content Do You Need? Week 1 Creative Week 2 Creative Week 3 Creative Stream A Stream B Stream C Waves
  7. 7. Content and Segmentation Go Hand in Hand 8
  8. 8. 9 SMB| ENTERPRISE| SELF-SERVICE Method 3: Stage in Buyer’s Journey NEW VISITORS | ENGAGED VISITORS | KNOWN Method 2: Product/Solution PRODUCT A| PRODUCT B| PRODUCT C Method 1: Audience Type/Vertical Content Based on Segmentation OR Segmentation Based on Content?
  9. 9. 10 Content Based on Different Stages of the Funnel
  10. 10. 11 Content Strategies for Known Contacts vs. Anonymous Contacts •  Shareable Content •  Gated vs. Ungated Content •  Objectives for Known Contacts •  Objectives for Anonymous Contacts
  11. 11. Optimizing Ad Copy Based on Channel Facebook News Feed: LinkedIn Sponsored Content: Display:
  12. 12. Measuring Success with Content in Lead Accelerator 13
  13. 13. 14 Examples of High-Performing Content
  14. 14. Optimization Basics: Performance Metrics Based on Content Type
  15. 15. A Few More Tips to a Killer Content Strategy 16
  16. 16. Additional Tips: Wave Order based on Content Type
  17. 17. 18 Nurture Stream Performance By Segment & Creative Additional Tips: Test, Test, Test!
  18. 18. 4 Standard Display Sizes 1 Facebook Newsfeed One Ad Set Includes: 1 LinkedIn Sponsored Update Content Limitations Based on Creative Resources
  19. 19. What Else: Content Best Practices 1 Content Comes in Many Forms 2 You Don’t Need a Ton of Creative to Get Started 3 If Content is Limited, Use It to Drive Segmentation 4 Align Content with Audience Engagement 5 Content Can Be Gated or Ungated. 6 Optimize Ad Copy Based on Channel 7 Use Wave Order to Your Advantage 8 Lean on Social Channels
  20. 20. A Few Final Thoughts Start simple! It’s very easy to get complex with this product quickly, so start simple and then optimize for maximum performance. Leverage new content. Content is constantly being created, so don’t be afraid to use new content for your Lead Accelerator program. Test and optimize. This is a “living” program that needs some love every once in a while. Give your program time. Your program needs some time to ramp-up before you make any big adjustments. You’ll want to see what works before you start to optimize.
  21. 21. Help Center Links: •  Developing an Audience and Content Strategy •  http://help.lms.linkedin.com/hc/en-us/articles/206477247-Developing-an-audience-and- content-strategy •  Nurturing Homepage Bouncers •  http://help.lms.linkedin.com/hc/en-us/articles/204631968-Nurturing-Homepage-Bouncers •  Nurturing Visitors to Product Pages, Landing Pages and Blog •  http://help.lms.linkedin.com/hc/en-us/articles/205741728-Nurturing-Visitors-to-Product- Pages-Landing-Pages-and-Blog •  Nurturing Known Contacts •  http://help.lms.linkedin.com/hc/en-us/articles/205656738-Nurturing-Known-Contacts Other Resources •  The Sophisticated Marketer’s Guide to Thought Leadership •  https://business.linkedin.com/marketing-solutions/c/14/10/sophisticated-marketers-guide-to- thought-leadership Helpful Links:
  22. 22. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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