Webinar: content best practices

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Content Marketing Best Practices with Jaime Pham November 2014 ©2014 LinkedIn Corporation. All Rights Reserved. 1

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Are you part of the 94% of B2B marketers who are using LinkedIn to disrtibute content*? Do you have the knowledge you need to be successful? Join LinkedIn's Content Marketing Consultant, Jaime Pham, on November 19th for a reprise of her high-demand August webcast on how to be an effective content marketer on LinkedIn. Webinar Agenda: 1. Content on LinkedIn: what works 2. Top tips for crafting a compelling company or sponsored update 3. Case studies 4. Q & A

Transcript of Webinar: content best practices

Page 1: Webinar: content best practices

©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

Content Marketing Best Practices with Jaime PhamNovember 2014

©2014 LinkedIn Corporation. All Rights Reserved. 1

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

#LinkedInContent @jaimelynn09

Introduction

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

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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

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Executive summary

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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 not native

When crafting an update, be concise, and be mobile-friendly. More than ½ of sponsored update engagement comes from mobile devices

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#LinkedInContent @jaimelynn09

Content Marketing vs. Native Advertising

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Content Marketing

“Delivering information that makes your buyer more intelligent”- Content Marketing InstituteSource: Content Marketing Institute

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#LinkedInContent @jaimelynn09

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So who is your buyer and what are they on LinkedIn to learn about?

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Your Brand in the LinkedIn Ecosystem

Network Knowledge

Be helpful.Be human.Be accurate.

Three keys to success

Identity

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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

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

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Your Brand in the LinkedIn Ecosystem

Watch what is trending on LinkedIn

Three keys to success

Be accurate

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©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

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©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

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©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

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

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Your Brand in the LinkedIn Ecosystem

Help professionals be more productive

Three keys to success

Be helpful

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

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Your Brand in the LinkedIn Ecosystem

And successful

Three keys to success

Be helpful

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#LinkedInContent @jaimelynn09

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.

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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing

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Top Tips for Compelling Updates

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HEADLINES MATTER

Top Performing Sponsored Updates

Numbered lists make content easier to consume

Strong language creates a sense of urgency

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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

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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)

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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

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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

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Success Stories

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Case Study: AdobeSponsored Updates for Branding

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“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”

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Case Study: Capgemini & NewsCredSponsored Updates for Thought Leadership

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“…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% LinkedIn Shares

100,000 new

followersResults

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Case Study: HubspotSponsored 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. “

Hubspot27

LinkedIn Confidential ©2014 All Rights Reserved

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Key Takeaways

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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/12FpSCZ

Has Gold Lost its Luster? | iShares Blogbit.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

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Key Takeaways

Be the editor: A/B test your headlines. Shorter tends to be better.

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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

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Q&A

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