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Content is King, long life to the king
Pascal Hendrickx
Client Service Director
Pebble Media
Content is King, long life to the King
3
Connect the world’s professionals
to make them more productive
and successful
Our mission
4
Create economic opportunity
for every professional
in the world
Our vision
Create economic opportunity
for every professional
in the world
Belgium LinkedIn Usage Insights
Content Marketing
is our core for members, marketers
and LinkedIn
6XMore engagement with
content vs jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
It’s a challenging world
Before customers
reach out directly
Pieces of content
are consumed before
a purchasing decision
is made
Increase targeted reach and quality conversions
11
The challenge:
Fill out the form
Open emails
Opportunities captured
12
Imagine if the funnel worked like it should
Reach only the right people
Deliver highly relevant
and helpful content
Tailor your message based on
where they are in the decision process
13
Driving more effective marketing
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
14
Driving more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue
15
The only full-funnel professional platform
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
products that impact
every stage of your
funnel and get results
Let’s talk about « the King »
Why is Content « King » ?
19
Without content, you have nothing to
share in the Digital world !
Keys to effective Content
20
1. Deeply understand your target audience
2. Address your target audience Content that fits its interests & concerns
3. Publish Content in a variety of forms
4. In the channels where your audience spends time.
21
The 4-1-1 Rule
Commercial
Content
Leadership
Content
Original
Content
Point of view Company’s
life
Influencer
Content
22
Stock & Flow
Internal long-
form content
Curated News
Quick Shares of
trending stories
Commercial
Messages
Custom commissions
Stock Flow
Long Lasting
Create few, but that are:
High value
Perennially relevant
‘Earn’ the right
Timing & targeting is
essential
Curating & Sharing gives scale
This is reactive content that is relevant for a
moment
Create many, but be tooled up to do it quickly.
Keys to effective Content
23
Those Keys lead you to :
More prospective buyers to purchase
More customers to long-term loyalty
What makes good Content ?
24
 It leads to action (call to action)
 It’s easy to read without « blabla »
 It has fantastic visuals
 It’s incredibly useful
 It’s inspiring
#1: Start with mobile
OK…
Better…
This
one’s
best!
Assume that your update is read on a mobile or tablet
device.
Format updates & destinations to fit with mobile and your
engagement will benefit.
Sharp, relevant & exclusive stories drive great
engagement. Target the right people and drive maximum
relevance amongst audiences that matter to you
#2: Be newsworthy
#3: Always include a clear call to action
Signpost what you want people to consume.
Clear, actionable content gives your content the best start
– especially when read on mobile
#4: Tell visual stories
Using visual storytelling and video can drive up
to 2x higher engagement and sharing
29
Importance of being visual
0.38%
0.37%
0.36%
0.31%
0.31%
0.19%
0.43%
0.43%
0.40%
0.36%
0.36%
0.23%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45%
Infographic
Photo
Link
Video
Slideshare
Status
ER
CTR
#5: Be exclusive, share your knowledge
Members like sneak peeks inside companies, new
products, even office space. Make sure you give people
things that are a bit special, or exclusive; that highlight
what you’re good at.
#6: Be consistently part of the
conversation
Frequency is the starting point. Post every day with
varied types of content.
Answer questions people ask – it reinforces your voice.
The aim here is to position your brand, and your stories
as the one that people consistently expect in their
newsfeed.
What makes good Content ?
32
After writing a post ask you & someone else, 3 questions :
1. Was it helpful ?
2. Was it interesting ?
3. Will it inspire them to take action ?
Where can I find Content ?
33
Where can I find Content ?
35
 Webinars can be turned into blog post
 White papers can be turned into SlideShare presentations
 Content from last year that can be easily refreshed, update with new
numbers and re-released
 Research report can be converted into infographics
 …
More Content ?
36
Not More Content,
But More Relevant
Content
37
Organic & Paid Frequency
Organic Paid
Post at least twice a week
This helps to ensure an optimal level of
reach
Aim to sponsor at least 1 updates every
four days at any given time
Monitor and sponsor the best performing
organic updates
Tailor your targeting to reach the right
audience with the right content
38
Creating variety in your calendar
Categories of Content Content Specifics
Daily Dose: The basic, everyday content that you can dish out
quickly
How-to posts (e.g. SU videos)
Sharing Influencer/ third-party posts
Useful, relevant topics for marketers
Repurposing of old content
Data crunch: The stuff that really gets your brain working Thought leadership pieces
Guest Topics/ Blog Posts
Case Studies
Good read: The valuable, time-consuming projects that leave
your audience begging for more
Strategic research and analysis
LI MKTG Trends POVs
Big Rock content
The fun stuff: Everyone wants
a bit of entertainment
Light-hearted, easily-digestible content
Cultural content (e.g. Day in the Life)
Amusing videos, graphics, stories
Soap Box: Sometimes you just need to stand out from the
crowd
Bold statements with strong POV
Thought leadership pieces
Calculated and strategic
39
Content Calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Daily Dose
Data crunch
Good read
Daily Dose Daily Dose
Fun stuff
Daily dose
Soap Box
Daily Dose
Data Crunch
Daily Dose
Good read
How much Content ?
40
 Find out the ideal volume and
frequency
 Test Content to find the right balance
of quality and volume
The audience, not the
publisher, determines Content
quality & volume
Measure your Content ?
41
Let’s focus on 3 metrics :
 Referral traffic
 Engagement
 Higher quality leads
Use data to shape your strategy
Be obsessive about analytics. Pay attention to audience
targeting, types of content, time of day and frequency that
drive the most Interactions. A/B test headlines, targets and
images.
Median CTR & Engagement Rates
45
EMEA LinkedIn Benchmark
Content
Updates
0,38%
0,45%
Display
0,09%
-
CTR
ER
Content ROI ?
46
Good Content creates :
 Conversations
 Which lead to engagement
 And ultimately to conversions !!!
50
Will you follow ?
In 2016 :
• 73% of B2B marketeers plan to produce more content than in 2015
• Companies with mature content marketing programs will invest half
their budget in content marketing.
51
Finally
Don’t handle your Content strategy & communication like your Display communication
 Define your target(s)
 Give them valuable content
 Use or re-use your own content
 Build-up a real Content Calendar
 Stay in a on-going content communication & strategy
 Build Brand perception, Engagement,… to get finally Conversions
52
Content is King, long life to the King
Are you ready to follow the King in his
crusade ?
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 53

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Content is King, long life to the king

  • 2. Pascal Hendrickx Client Service Director Pebble Media Content is King, long life to the King
  • 3. 3 Connect the world’s professionals to make them more productive and successful Our mission
  • 4. 4 Create economic opportunity for every professional in the world Our vision Create economic opportunity for every professional in the world
  • 6. Content Marketing is our core for members, marketers and LinkedIn 6XMore engagement with content vs jobs BRANDS 2.7MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections
  • 7. It’s a challenging world Before customers reach out directly Pieces of content are consumed before a purchasing decision is made
  • 8. Increase targeted reach and quality conversions 11 The challenge: Fill out the form Open emails Opportunities captured
  • 9. 12 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
  • 10. 13 Driving more effective marketing Increase awareness Build brand Shape perception
  • 11. Increase awareness Build brand Shape perception Increase awareness Build brand Shape perception 14 Driving more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
  • 12. 15 The only full-funnel professional platform Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
  • 13. Let’s talk about « the King »
  • 14. Why is Content « King » ? 19 Without content, you have nothing to share in the Digital world !
  • 15. Keys to effective Content 20 1. Deeply understand your target audience 2. Address your target audience Content that fits its interests & concerns 3. Publish Content in a variety of forms 4. In the channels where your audience spends time.
  • 17. 22 Stock & Flow Internal long- form content Curated News Quick Shares of trending stories Commercial Messages Custom commissions Stock Flow Long Lasting Create few, but that are: High value Perennially relevant ‘Earn’ the right Timing & targeting is essential Curating & Sharing gives scale This is reactive content that is relevant for a moment Create many, but be tooled up to do it quickly.
  • 18. Keys to effective Content 23 Those Keys lead you to : More prospective buyers to purchase More customers to long-term loyalty
  • 19. What makes good Content ? 24  It leads to action (call to action)  It’s easy to read without « blabla »  It has fantastic visuals  It’s incredibly useful  It’s inspiring
  • 20. #1: Start with mobile OK… Better… This one’s best! Assume that your update is read on a mobile or tablet device. Format updates & destinations to fit with mobile and your engagement will benefit.
  • 21. Sharp, relevant & exclusive stories drive great engagement. Target the right people and drive maximum relevance amongst audiences that matter to you #2: Be newsworthy
  • 22. #3: Always include a clear call to action Signpost what you want people to consume. Clear, actionable content gives your content the best start – especially when read on mobile
  • 23. #4: Tell visual stories Using visual storytelling and video can drive up to 2x higher engagement and sharing
  • 24. 29 Importance of being visual 0.38% 0.37% 0.36% 0.31% 0.31% 0.19% 0.43% 0.43% 0.40% 0.36% 0.36% 0.23% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45% Infographic Photo Link Video Slideshare Status ER CTR
  • 25. #5: Be exclusive, share your knowledge Members like sneak peeks inside companies, new products, even office space. Make sure you give people things that are a bit special, or exclusive; that highlight what you’re good at.
  • 26. #6: Be consistently part of the conversation Frequency is the starting point. Post every day with varied types of content. Answer questions people ask – it reinforces your voice. The aim here is to position your brand, and your stories as the one that people consistently expect in their newsfeed.
  • 27. What makes good Content ? 32 After writing a post ask you & someone else, 3 questions : 1. Was it helpful ? 2. Was it interesting ? 3. Will it inspire them to take action ?
  • 28. Where can I find Content ? 33
  • 29. Where can I find Content ? 35  Webinars can be turned into blog post  White papers can be turned into SlideShare presentations  Content from last year that can be easily refreshed, update with new numbers and re-released  Research report can be converted into infographics  …
  • 30. More Content ? 36 Not More Content, But More Relevant Content
  • 31. 37 Organic & Paid Frequency Organic Paid Post at least twice a week This helps to ensure an optimal level of reach Aim to sponsor at least 1 updates every four days at any given time Monitor and sponsor the best performing organic updates Tailor your targeting to reach the right audience with the right content
  • 32. 38 Creating variety in your calendar Categories of Content Content Specifics Daily Dose: The basic, everyday content that you can dish out quickly How-to posts (e.g. SU videos) Sharing Influencer/ third-party posts Useful, relevant topics for marketers Repurposing of old content Data crunch: The stuff that really gets your brain working Thought leadership pieces Guest Topics/ Blog Posts Case Studies Good read: The valuable, time-consuming projects that leave your audience begging for more Strategic research and analysis LI MKTG Trends POVs Big Rock content The fun stuff: Everyone wants a bit of entertainment Light-hearted, easily-digestible content Cultural content (e.g. Day in the Life) Amusing videos, graphics, stories Soap Box: Sometimes you just need to stand out from the crowd Bold statements with strong POV Thought leadership pieces Calculated and strategic
  • 33. 39 Content Calendar Monday Tuesday Wednesday Thursday Friday Saturday Daily Dose Data crunch Good read Daily Dose Daily Dose Fun stuff Daily dose Soap Box Daily Dose Data Crunch Daily Dose Good read
  • 34. How much Content ? 40  Find out the ideal volume and frequency  Test Content to find the right balance of quality and volume The audience, not the publisher, determines Content quality & volume
  • 35. Measure your Content ? 41 Let’s focus on 3 metrics :  Referral traffic  Engagement  Higher quality leads
  • 36. Use data to shape your strategy Be obsessive about analytics. Pay attention to audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines, targets and images.
  • 37. Median CTR & Engagement Rates 45 EMEA LinkedIn Benchmark Content Updates 0,38% 0,45% Display 0,09% - CTR ER
  • 38. Content ROI ? 46 Good Content creates :  Conversations  Which lead to engagement  And ultimately to conversions !!!
  • 39. 50 Will you follow ? In 2016 : • 73% of B2B marketeers plan to produce more content than in 2015 • Companies with mature content marketing programs will invest half their budget in content marketing.
  • 40. 51 Finally Don’t handle your Content strategy & communication like your Display communication  Define your target(s)  Give them valuable content  Use or re-use your own content  Build-up a real Content Calendar  Stay in a on-going content communication & strategy  Build Brand perception, Engagement,… to get finally Conversions
  • 41. 52 Content is King, long life to the King Are you ready to follow the King in his crusade ?
  • 42. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 53

Notas del editor

  1. We first started painting a picture of this vision roughly three years ago. And at that time, it was just that: A vision. But a funny thing happened over the last five years. Our vision started to become a reality: 330M members, 200+ countries, 23 languages
  2. On peut penser que LK est une plateforme essentiellement utilisée pour la mise en avant de son profil ou recherche d’un emploi mais c’est tout le contraire puisque les membres sont 6 fois plus engager avec du contenu sur LK que la rubrique emploi
  3. A few months ago, LinkedIn acquired Bizo. As a leader in business audience marketing, Bizo has played a significant role in how B2B marketers connect with professional audiences online. It’s our goal to integrate Bizo’s offerings into our content marketing products to become a more powerful tool for brands that want to build stronger relationships with professionals. Bizo’s tools make it possible for marketers to reach professional audiences, nurture prospects and acquire customers across a network of business and professional publishers. They have also developed innovative products that measure the effectiveness of multi-channel marketing programs.
  4. As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And the way this impacts your business is [overlay the funnel visually] it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to a) generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
  5. But we know that things don’t always work this way. First, because it is challenging to get the right people to your site. And even if you do manage to do that, only 5% of those will be ready to provide you their contact information. And of those who do, only 20%, on a great day, will open your email messages afterwards. Think of it as a really leaky funnel, which is essentially making you get only 1% of all opportunities.
  6. Now, imagine if the funnel actually worked as it should. What if you could be sure to reach only the right people and generate enough interest to drive them to your site? Then, what if you could establish an ongoing connection with them and provide them the content they want and need at the exact right times to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities?
  7. In that ideal scenario, the entire organization benefits from this new alignment, as it creates a clear opportunity to both expand and accelerate your funnel. Brand marketers would expand the reach of their message, strengthen the brand and drive more of the right people to the desired marketing channels.
  8. Lead gen marketers would not only get more leads – they would get more AND better leads. They would also have the opportunity to nurture those leads, resulting in higher conversion, pipeline and revenue.
  9. With these new capabilities, we have products that impact every stage of your funnel. LinkedIn is in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
  10. Why is it unique? Because: You make sure you’re focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because it’s based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices. You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience. You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure you’re always getting the desired results.
  11. This entire process starts with finding the right people, and LinkedIn is the best place for that. We have 347M+ professionals worldwide. These professionals are highly educated, affluent and influent.
  12. 4:1:1 rule: For every 1 self-serving update, a brand should share four new pieces of content, and one piece of content that’s been shared from elsewhere. On LinkedIn this might mean: 1 commercial message 4 pieces of thought leadership – original content + curated content 1 shared piece of content – maybe from an Influencer, or from Pulse. Why? This gives variety. It also lends credibility It’s less pushy, and more useful. With the mindset that members come to LinkedIn with, it’s important to strike this balance.
  13. Stock & Flow is an economics term, but it translates nicely into a conversation about how to balance your content mix. Really there are two types of content: The long-lasting update – that piece of research you did last year that continues to resonate with your audience or the custom content you created with a partner to go deep into a specific subject. This is the stock. It’s slow, but lasts a long time and can be reused. The ephemeral, in-feed, temporary update. Imagine the quickly shared link, or the photo of something happening around you. This is the flow – it’s moving all the time. These two types of content work together. The crucial piece is getting the balance right. Stock should be used infrequently, but invested in when it’s created. Create multiple stories from these pieces of content & approach the content from multiple angles. In terms of what it stands for, It’s what you use to describe in your own words what you stand for, or illustrate an important story about your organization. Flow is the content that circulates around these big stories, adding context, and backing up these big points with relevant stories from elsewhere. Getting the balance between these two is important as it allows you to create the ideal environment: Meaty stories that let people understand who you are. Quick, flash in the pan stories to fill in the gaps and make your brand relevant to the moment. This allows you to have the overtly commercial conversation – when the time is right.
  14. It leads to action : invite the reader to know more about it on your blog or Marketing/sales funnel of your choice It’s easy to read without « blabla », has just enough word to make its point and leave you wanting more It has fantastic visuals. Great visuals don’t have to cost a fortune, they just have to add value. We are all visual thinkers. 75% of the sensory neurons in our brains process visual information. We are bombarded with information in the form of pure text, it can be difficult to differentiate your content from the competition. Visual content can help. It’s incredibly useful. If people print it or use it in they day2day life, you have won !! It’s inspiring. This is the most important element. If your content can’t inspire anyone to take action, then it is not doing what it’s supposed to.
  15. Think like a journalist – This is all about presenting your content in a way that is exciting and relevant. Use the copy you share the update with to act as the lede to the article. When it comes to the article itself, curating news and sharing things that are topical and timely drive great engagement. Capgemini do a great job of this with their content-loop – which aims to be the definitive source of business & tech news.
  16. Signpost : mettre en avant, bien indiquer
  17. When in the feed, visual cues rule. Illustrate a story with an image, or post an interview with someone through youtube. You’ll see up to 2x engagement as the content sits in the feed and can be consumed there and then within the newsfeed. Eg. blackrock
  18. People want to know the secret behind your business. Teasers, behind the scenes, new product reveals all play into the idea of members having the skinny on the competition – that gives them that extra bit of information to make the right decision.
  19. Variety in your posts is the other side of the coin Keeping variety ensures you can not only monitor what resonates best with your audience but also create a richer content experience We see the best results when you post 3-5 posts per day – max!
  20. If the answer to each of the questions is yes, you probably have a solid piece of content !
  21. The Thanksgiving Analogy You cook a giant bird/Turkey for that special day and then you are repurposing it for quite some time. It’s the same for content. The idea is to look for oppôrtunities to repurpose the content that you already have.
  22. It’s now vital for content marketers to understand that it’s not more content that we need, but more relevant content. In fact, in a recent study, it show that 41% of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and additional 22% say they woud definitely defect from the brand. Time is past when we published a lot to stand at the top of ranking on page one … I mean « Google »
  23. Referral traffic, with Google Analytics, focus on non-brand keyword referral traffic, which refers to people who are coming to your site without typing your brand name into the search engine. Engagement is people sharing your content, liking it … it’s a sign of relevance? So the more engagement you get, the more relevant your content is. It’s a good indicator of what is working and what you need to create more of. Higher quality leads. Do your content help to accelerate the buying cycle ? This metric is not easy to measure, depending on the sophistication of your marketing automation system. You need to be able to track the engagement and leads being generated by every piece of your content.