south africa - linkedin content marketing webinar

Jaime PhamContent Marketing Evangelist

LinkedIn

@jaimelynn09

P R E S E N T E D B Y

Which of These is NOT Content Marketing?

Why Content Marketing?

5

What if this started a research process?

Then the prospect goes here:

Maybe here:

9

If consumers are engaging with an average of 11.2

pieces of content before making a decision, how many

of those touch points are you influencing?

Source: Nielsen

10

11

Average Order Value for Ecommerce Purchases Worldwide, 2015

Source: eMarketer.com, AddShoppers 2015: on-site marketing breakdown

$88.28

$116.81

$126.93

$133.53

$133.86

$155.37

$160.29

$162.52

$164.76

$166.17

$177.56

$206.95

Wanelo

Email

Wishpot

Google+

Pinterest

Tumblr

Polyvore

Twitter

Facebook

Kaboodle

StumbleUpon

LinkedIn

Where are B2B buyers going for information?

Needs Analysis

Specs and Funding

Vendor Selection

1. Peers and industry

experts/influencers

2. Search

3. Blogs

4. Corporate websites for pricing

and competitor comparisons

Source: DemandGen B2B Buyers Guide 2015

Peer and industry expertise

Content Through the Buyer’s Journey

Shape Perception

Establish Trust

Drive traffic for

nurturing

Earn new

leads

Nurture to convince and convert

Infographics, blog posts, industry trends, influencer

content, “behind the scenes” and exclusive content

best practice guides, case studies, product reviews, analyst reports, webinars, blog posts

white papers, research briefs, product demos, trials, events, product reviews and comparisons, analyst reports

newsletters, recommendations, case studies, product news, tutorials

Content Through the Buyer’s Journey

Infographics, blog posts, industry trends,

influencer content, “behind the scenes” and

exclusive content

best practice guides, case studies, product reviews, analyst reports, webinars, blog posts

white papers, research, demos, trials, events, reviews and comparisons, analyst reports

newsletters, recommendations, case studies, product news, tutorials

Write for the audience, tailor for the

platform

16

*LinkedIn and Twitter show Trending in the UAE May 2016

The manifestation of the “professional mindset”…

Tiger Woods

Donald Trump

May Kabul Attack

Vladimir Putin

ExxonMobil

Business Accounting

Leadership

Sales & Distribution

Interviewing Skills

Hotels

Startups

Airlines

Recruiting

#Covfefe

#Kabul

Toyeen B’s World#Hana_Askender

#weapons

*Trending in the UAE June 2017

Productivity: the manifestation of the “professional

mindset”…

19

When you write for LinkedIn, simply aim to make your

audience more productive and successful

Content Marketing: An Opportunity to

Engage, Not Just Sell

20

Top Updates Inform, Entertain, and Inspire

But There is A Lot of Clutter, and Therefore

Competition for Attention

3 Things to Start Doing. Now.

1

2

3

Be helpful and audience-first. Think about the benefit to the member

Provide useful information before asking for contact information

Tell stories and use “you” language

But I Don’t Have Any

Content

24

Let’s Find Some

Webinar Recording:

https://bluejeans.com/s/A3RPg

South Africa Examples

27

Distribute

32

The Details of Distribution: Know when

to share

33

35

Mobile First

12:00PM

6:00AM

9:00PM

Staying Inspired

36

Channels to Follow

Linkedin.com/pulse/discover

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