how to create a linkedin content marketing plan
Post on 13-Apr-2017
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#LinkedInMktg
Associate Content Marketing Manager
LinkedIn Marketing Solutions
Group Manager,
Content Marketing and Social Media
LinkedIn Marketing Solutions
Jason Miller
Alex Rynne
FOR THE FIRST TIME IN THE HISTORY OF MEDIA
YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE PLACE
OUR DIGITAL LIVES CONVERGE ON VERY FEW BIG DESTINATIONS
61Msenior-levelinfluencers
40Mdecision makers
10.7Mopinion leaders
6.8MC-level execs
22.8MMass Affluent
4.1MIT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1Mmarketers
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 SOCIAL NETWORKS,
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 thatthey 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
IDENTITYYour company’s profile to the world’s professionals
NETWORKConnect professionals and your employees to drive economic opportunity
KNOWLEDGEShare 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 LinkedInElevate’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 marketingon LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing LooksLike: http://blt.ly/1JC0ijA
55 Quotes to Inspire Content Marketing Greatness: http://bit.ly/22XeEYv
LINKEDIN COMPANY & SHOWCASE PAGESWHAT 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
400,000 new presentations each month.
LINKEDIN SLIDESHARE
#LinkedInMktg
LINKEDIN SLIDESHAREWHAT TO SHARE
#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)
#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 130,000 posts 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 LINKEDINWHAT 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 CONTENTWHAT TO SHARE
+571% clicks
+490% impressions
DIRECT SPONSORED CONTENTALWAYS BE TESTING
#LinkedInMktg
SPONSORED CONTENTBEST 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 dataJob Function, Seniority,
Company Name, Geo, Industry
Interest-based targetingGroup Membership, Skills,
Companies Followed
Persona targetingJob Searchers, Opinion Leaders, Mass
Affluent, Business Travelers
Your own audience dataTarget 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 LOVELINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVELINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVELINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVELINKEDIN SPONSORED CONTENT
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVESLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVESLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVESLIDESHARE
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVEPUBLISHING
#LinkedInMktg
BEST IN CLASS EXAMPLES FROM BRANDS WE LOVEPUBLISHING
#LinkedInMktg
ONE BRAND WHO DOES IT ALL.
#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 LinkedInEXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
#LinkedInMktg#LinkedInMktg
DON’T DO SOCIAL CAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.
#LinkedInMktg
Take your LinkedIn Content
Marketing Plan from theory
to enlightened practice.
Come to Booth #16
DOWNLOAD THE LINKEDIN CONTENT MARKETING TACTICAL PLAN
55
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