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LinkedIn Content Marketing 2.0 Seminar: Five Tactics to Ramp & Scale Your Content Marketing Strategy

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LinkedIn Content Marketing 2.0 Seminar: Five Tactics to Ramp & Scale Your Content Marketing Strategy

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How do you up-level your game in Content Marketing? LinkedIn Marketing Solutions shows you how to add fuel to the fire and really ramp and scale your content marketing strategy in this Slideshare presentation.

How do you up-level your game in Content Marketing? LinkedIn Marketing Solutions shows you how to add fuel to the fire and really ramp and scale your content marketing strategy in this Slideshare presentation.

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LinkedIn Content Marketing 2.0 Seminar: Five Tactics to Ramp & Scale Your Content Marketing Strategy

  1. 1. ​ 5 Tactics to Ramp & Scale your Content Strategy Content Marketing 2.0
  2. 2. ​ 5 Tactics to Ramp & Scale your Content Strategy Personalization & amplification4. Visual is the new headline1. Do more of what’s working2. Leverage global for relevant content5. Streamlining content production3.
  3. 3. Going visual.
  4. 4. David Ogilvy OGILVY & MATHER
  5. 5. The visual is the new headline.
  6. 6. 5 reasons for going visual We are all visual thinkers1. Visual aids in decision making2. Visual makes a better, longer overal impression3. Visual is more persuasive4. Visual connects emotionally5.
  7. 7. SlideShare is a Platform for Visual Content Marketing Thought Leadership
  8. 8. Average number of slides per presentation Keep it short & sweet 33% Number of slides 14% 7% 1% The optimal SlideShare presentation 45% Less than 10 10 - 30 30 - 50 50 - 100 100 + Be visual Average number of pictures per presentation 19 Get to the point Average number of words per slide 24 19
  9. 9. Remarkable design doesn’t have to cost of fortune.
  10. 10. Who’s doing it right? Visual blows text out of the water 328,000 Views
  11. 11. Cross-channel integration
  12. 12. Built in lead forms
  13. 13. SlideShare provides a robust dashboard for measuring success $4620 7440 Form Fills <$1.00 $ per success 4482 New names $1.00 $ per new names
  14. 14. Indexed by Google.
  15. 15. The Infographic is not dead.
  16. 16. Provides a snapshot of a bigger story Breaks down a complex idea Easily shareable & attracts attention Fuel for your social and demand-gen programs Great SEO for linkbacks Enhance press releases Entertaining and fun The multi-benefits of successful infographics.
  17. 17. 178,809,843 publisher total unique visitors 3,024,141,647 total potential viewership 8109 shares 33 linkbacks from top tier pubs
  18. 18. Do more of what’s working.
  19. 19. Reach audiences to drive awareness and a positive impression of your brand Set up your full funnel metrics… REACH NURTURE • Awareness • Branded search • Brand recall and lift Website and referral traffic • Page views, pages per visit, time spent on site lift • Subscriber/opt-in lift • Engagement (open rate, shares, likes, comments) • Bounce rate decline • Unique visitor lift • Inbound links lift Nurture prospects until they’re ready to make a purchase • Leads (organic vs paid) • MQLs/SAOs • SQOs • Cost per lead • Qualified lead velocity rate (i.e., growth in qualified leads) • Form fills • Revenue • Returning visitors • Close rate • Retention rate, customer lifetime value, upsell/cross-sell
  20. 20. Make the right relationships. Content Demand gen
  21. 21. Take an aerial view of MQLs by campaign type. 27% 25% 23% 15% 10% Big rock to manufacturing Email nurture campaign Executive guide Manufacturing webinar series 2016’s state of hardware infographic
  22. 22. Streamline content production.
  23. 23. Create efficiently. Kapost takes the pain out of content production with clear workflows, a closed feedback loop, and intuitive content calendar.
  24. 24. Create efficiently. ​Google docs allows content teams to work together and with content partners for efficient collaboration and version control.
  25. 25. Create efficiently.
  26. 26. Repurpose content like leftover turkey.
  27. 27. Use turkey slices to fuel your content hubs. Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  28. 28. The big rock.
  29. 29. Repurpose, repurpose, then repurpose some more. Infographics SlideShare Physical book Mobile download Podcasts Influencer blog Blog content Webinars
  30. 30. The age of amplification and personalization.
  31. 31. Amplification n. The act or result of amplifying, enlarging, or extending
  32. 32. Amplification Owned MediaEarned MediaPaid Media
  33. 33. Paid Media Amplification Social Media Advertising Native Advertising Paid Content Discovery Services PPC Display / Retargeting
  34. 34. Amplification Blogging Influencer Outreach PR SEO Word of Mouth Referrals Earned Media
  35. 35. Amplification Owned Media Website / Resource Center Mobile Apps Employee Advocacy
  36. 36. Personalization v. to render personal rather than impersonal or purely professional
  37. 37. Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
  38. 38. 40 Personalize your message and offers to your target audience to boost your performance.
  39. 39. +571% Clicks +490% Impressions Always be testing.
  40. 40. 42 Test and optimize your reach to the right audience with the right message. 66%higher CTR
  41. 41. Leveraging corporate for regionally relevant content.
  42. 42. Create a global content council. NAMER LATAM EMEA APAC Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing Alignment | Awareness | Collaboration | Support
  43. 43. Module: Interviews Bring GEOs in early in the process. Module: Case Studies Module: Quotes Module: Research Share outline > Build a global skeleton > Replace with local modules…
  44. 44. Leveraging Global Content • Get the source files (AI/PSD) • Send to local translator • Plug in local modules • Use agency to localize creative
  45. 45. Create regional content hubs.
  46. 46. Key takeaways…
  47. 47. ​ 5 Tactics to Ramp & Scale your Content Strategy Personalization & amplification4. Visual is the new headline1. Do more of what’s working2. Leverage global for relevant content5. Streamlining content production3.
  48. 48. ©2016 LinkedIn Corporation. All Rights Reserved. Thank you.

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