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How to Create a Content Marketing Tactical Plan for LinkedIn
#LinkedInMktg
Associate Content Marketing Manager
LinkedIn Marketing Solutions
Group Manager,
Content Marketing and Social Media
LinkedIn Marketing Solutions
Jason Miller
Alex Rynne
FOR THE FIRSTTIME IN THEHISTORYOF MEDIA
YOU CAN ENGAGE WITHTHE WORLD’S PROFESSIONALS IN ONE PLACE
OUR DIGITAL LIVES CONVERGE ON
VERY FEW BIG DESTINATIONS
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1M
marketers
PROFESSIONALS ENGAGE WITH
PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
#LinkedInMktg#LinkedInMktg
PEOPLE SPEND TIME ON OTHER SOCIALNETWORKS,
BUT THEY INVEST TIME ON LINKEDIN.
#LinkedInMktg
79% Of B2B marketers believe social media is an
effective marketing channel
80% Of B2B leads come from LinkedIn
43%
According to HubSpot, 43%of marketers say that
they have sourced a customer from LinkedIn
#LinkedInMktg
4 LINKEDIN CONTENT MARKETING
OPPORTUNITIES FOR THE TAKING
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
LinkedIn Sponsored Content &
Direct Sponsored Content
Publishing on LinkedIn
#LinkedInMktg
IDENTITY
Your company’s profile to the world’s professionals
NETWORK
Connect professionals and your employees to drive
economic opportunity
KNOWLEDGE
Share content & opportunities to make professionals
more productive & successful
ESTABLISH YOUR COMPANY’S IDENTITY
BUILD RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
HIGHLIGHT YOUR INDIVIDUAL BRANDS
WITH SHOWCASE PAGES
LINKEDIN COMPANY & SHOWCASE PAGES
• Allow LinkedIn members to follow the aspects of
your business they’re interested in
• Create a dedicated page for aspects of your
business with their own messages and audience
to share with
• Share focused content to build a relationship
with a specific audience
#LinkedInMktg
Hire, Market, and Sell
Better Using LinkedIn
Elevate’s New
Features:
http://blt.ly/1MOluYh
For a daily dose of
inspiration for
marketers, by
marketers, subscribe
to our blog:
http://bit.ly/1hu3cBm
If you need a daily
playbook for successful
content marketing
on LinkedIn, this
webinar is for you:
http://blt.ly/1N8Wu02
What Effective B2B
Content Marketing
Looks
Like:
http://blt.ly/1JC0ijA
55 Quotes to Inspire
Content Marketing
Greatness:
http://bit.ly/22XeEYv
LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
#LinkedInMktg
LINKEDIN COMPANY & SHOWCASE PAGES
• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
MEETING YOUR OBJECTIVES
#LinkedInMktg
LINKEDIN COMPANY & SHOWCASE PAGES
ACTION ITEMS
• Post 3-4x a day
• Engage with and respond to followers’ comments
• Change header image every 6 months
#LinkedInMktg
70 million monthly unique visitors
13,000 new pieces of content added daily
Among the 100 most visited websites in the world
400,000new presentations each month.
LINKEDIN SLIDESHARE
#LinkedInMktg
LINKEDIN SLIDESHARE
WHAT TO SHARE
How to Create a Content Marketing Tactical Plan for LinkedIn
#LinkedInMktg
LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation
Brand Awareness & Thought Leadership
SEO
• Inquiries and leads
• Demographics of your readers and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads, Likes & Embeds)
How to Create a Content Marketing Tactical Plan for LinkedIn
#LinkedInMktg
LINKEDIN SLIDESHARE DASHBOARD
#LinkedInMktg
LINKEDIN SLIDESHARE DASHBOARD
#LinkedInMktg
 Upload new content weekly
 Highlight decks on profile page
 Group content into playlists
 Add lead forms
 Leverage the clipping tool
 Easy way to add interactive content to your strategy
ACTION ITEMS
LINKEDIN SLIDESHARE
#LinkedInMktg
PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish
more than 130,000posts a week on LinkedIn.
1+
Million
About 45%of readers are in the upper ranks of
their industries: managers, VPs, CEOs, etc.
45%
#LinkedInMktg
#LinkedInMktg
PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg
PUBLISHING ON LINKEDIN
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
KEY METRICS
Thought Leadership
MEETING YOUR OBJECTIVES
#LinkedInMktg
 Publish whenever you feel passionate
 Recommended: Bi-weekly or once a month
ACTION ITEMS
PUBLISHING ON LINKEDIN
#LinkedInMktg
ORGANIC IS GOOD. PAID IS BETTER.
#LinkedInMktg
Deliver rich content in the LinkedIn feed across all the devices
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
With Direct Sponsored Content, reach your target audience directly in the feed without publishing
on your Company Page
Personalize
Test
Control
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Deliver the right content
to the right people and
boost quality leads on
LinkedIn:
http://bit.ly/1TEY7Fl
Advertising today is
a whole new playing
field. Get ahead in
the game with The
Little Big Book of
LinkedIn Advertising:
http://bit.ly/1hlyOlx
Tune in as industry
leaders discuss practical
insights on how academic
institutions can best
leverage LinkedIn:
http://bit.ly/1BifEqw
Are you ready to provide
the first (and best) solution
to suit your prospects’
needs?
http://bit.ly/1BifEqw
LINKEDIN SPONSORED CONTENT
WHAT TO SHARE
+571% clicks
+490% impressions
DIRECT SPONSORED CONTENT
ALWAYS BE TESTING
#LinkedInMktg
SPONSORED CONTENT
BEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4
Don’t hyper-target5
Market to Who Matters:
GET TO THE RIGHT PROFESSIONAL AUDIENCES
Rich demographic data
Job Function, Seniority,
Company Name, Geo, Industry
Interest-based targeting
Group Membership, Skills,
Companies Followed
Persona targeting
Job Searchers, Opinion Leaders, Mass
Affluent, Business Travelers
Your own audience data
Target Account Lists
#LinkedInMktg
LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED
CONTENT
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
KEY METRICS
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
ACTION ITEMS
 Select a Compelling Visual
 Run 2-4 Sponsored Updates a Week
 Run for 3 weeks, then Test & Iterate
 Add URL Tracking Codes to Measure Post-Click Actions (Site Visits & Conversions)
 Set Up Campaigns by Audience
 Shift Budget to the Audience with the Highest Engagement Rate
LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED
CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
SLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
SLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
SLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
PUBLISHING
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
PUBLISHING
#LinkedInMktg
ONE BRAND WHO DOES ITALL.
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVE
HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
#LinkedInMktg
LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP
PROFILES
EMPLOYEE
PROFILES
COMPANY UPDATES
(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
All content from owned properties is
distributed through the feed to company
followers and individual connections.
#LinkedInMktg
#LinkedInMktg
CARVE UP THE TURKEY
#LinkedInMktg
#LinkedInMktg
EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD
#LinkedInMktg
EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn
EXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
#LinkedInMktg#LinkedInMktg
DON’T DO SOCIALCAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.
#LinkedInMktg
lnkd.in/SMMW
#LinkedInMktg
Take your LinkedIn Content
Marketing Plan from theory
to enlightened practice.
Come to Booth #16
DOWNLOAD THE LINKEDIN CONTENT MARKETING TACTICAL PLAN
55
How to Create a Content Marketing Tactical Plan for LinkedIn
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How to Create a Content Marketing Tactical Plan for LinkedIn

Notas del editor

  1. LinkedIn presents a really unique opportunity for brands. It’s the first time in the history of media you can engage with the world’s professionals in one place. With LinkedIn, you’re targeting a quality audience in a professional context. And, you can engage them in a very meaningful way: by sharing valuable content through products tailored to how professionals engage. By doing so, you become part of your audience’s conversations and education on the platform.
  2. Why are the world’s professionals now gathering in this one place, on LinkedIn? Because the people you’re looking to market to are just like you and me. We’re all searching for the right destinations to find the best information, and there are actually fewer places where we’re gathering in large numbers. Think Amazon for buying stuff, Google (and Baidu) for finding information across the web, FB (and QQ) for connecting with friends/family, YouTube for watching videos
  3. So, LinkedIn is where by far the largest number of professionals gather to stay connected and informed, advance their career and work smarter. Over 414 million professionals are on LinkedIn. These are the decision makers, influencers, the leaders of today and tomorrow -- the people you want to target, all in one place.   On LinkedIn, we have  [make these stats more powerful by making them relative]: 61 million senior-level influencers 40 millions decision makers 10.7 million opinion leaders 6.8 million C-level execs 3 million MBA graduates 22.8M Mass Affluent (Chec 6.3M Small Business Owners plus 1 customizable vertical-specific slides (e.g., 4.1 million IT decision makers) [update stats at go/audienceanalyzer]:
  4. Professionals are not just coming to LinkedIn in huge numbers, they’re engaging with a unique purpose. They’re coming specifically to connect to their networks, brands and opportunities by engaging with high quality content across the LinkedIn platform. This is a very different mindset and intent from other social media platforms, driven by our members’ professional aspirations. And this mindset has led to the incredible growth of content on the LI platform: 9 billion content impressions every week (content impressions in the feed = 1) articles 2) rich media - photos, videos 3) activity of other members such as likes & comments e.g., “your connection commented on this” 4) ‘Other’ which is a lot of smaller categories like a) the content generated by members themselves - status updates, profile updates, etc. b) posts/discussions in groups c) job changes - e.g. "so and so has changed jobs, congratulate them!” d) member anniversaries, etc. 9 billion weekly content impressions in the feed means there are 15X more content impressions vs job postings served in the feed each week And the majority of this engagement is mobile. More than 57% of the time, they’re accessing this LI content over their mobile device.
  5. Video: http://www.slideshare.net/barryjfeldman/what-makes-content-meaningful
  6. Replace images with Andrew’s example
  7. With your specific end goal now in mind, our targeting is the core of what enables your success on LinkedIn. The authentic member-generated, first party data on LinkedIn is more accurate and highly differentiated in the market noise of audience data. We make it easy for you to segment and reach your audience by offering:   Rich demographic data our members include in their LI profiles (Title, Company, Industry, Seniority, etc.) Interest based targeting (e.g., Group membership, skills, Companies followed, etc.) Persona targeting (Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers, etc.) Integrating of Your 1st party audience data (e.g., targeted account lists to support ABM) to identify these high value audiences on LinkedIn