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©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Content Marketing Best Practices with Jaime PhamNovember 2014
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Introduction
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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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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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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
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Watch what is trending on LinkedIn
Three keys to success
Be accurate
©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
©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
©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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#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
Help professionals be more productive
Three keys to success
Be helpful
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent @jaimelynn09
Your Brand in the LinkedIn Ecosystem
And successful
Three keys to success
Be helpful
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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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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
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
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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26
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
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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.
2
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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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