live webinar: creating a winning content strategy for sponsored updates
TRANSCRIPT
Creating a Winning Content Strategy
for Sponsored Updates
©2013 LinkedIn
Corporation. All Rights
Reserved.
Introductions
Amanda Green Content Campaign Strategist
Caitlin Morrison Senior Ad Strategist
Nicholas Maalouf Account Manager
3
Agenda
• Building Your Content Calendar
• Advertising with a Purpose
• Developing Messaging that Resonates
• Creating Best-in-Class Content
The three key phases of content marketing
1. Develop
2. Distribute
3. Optimize
1. Develop
2. Distribute
3. Optimize
Develop your content strategy
6
Building Your Content Calendar
7
• Plan your content resources
• Provide visibility for internal teams
• Prevent a lapse in conversation with your
audience
• Measure trends in engagement and performance
Why build a content calendar?
8
Sample calendar
1. Develop
2. Distribute
3. Optimize
Distribute content through proper channels
10
Advertising with a Purpose
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Marketing Goals
Brand Awareness
Lead Generation
Does your advertising match your goals?
Who is this for?
Where are they in the buyer’s journey?
How does this make them more
productive and successful?
How will we measure success?
Map every piece of content to your mission
statement by asking four key questions
Thought
Leadership
Blog Post Rich Media/
Infographic
Examples of content for branding
Webinar Whitepaper Form Fill
Examples of content for lead generation
1. Develop
2. Distribute
3. Optimize
Optimize program for effectiveness
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Developing Messaging that Resonates
17
Types of Sponsored Updates
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Anatomy of an effective post
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• Image - Select a compelling visual that’s descriptive and
accurately reflects your content.
• Headline - Include a call to action, a snackable stat, or a
thought-provoking message.
• Teaser Text - Pique interest with an intriguing message
to draw your audience in. Provide transparency and
context.
• Messaging - Use language that is relatable to your target
demographic.
Strongest elements of a Sponsored Update
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Creating Best-in-Class Content
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Write copy that creates a “curiosity gap”
Too vague, and nobody cares. Too
specific, and nobody needs to click.
- Peter Koechley, Cofounder, Upworthy
22
Optimize for mobile
149 characters (150 cutoff)
Link in the body
Large Image Format
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Use concise, interactive copy to drive interest
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Best practices for content frequency
• LinkedIn members can see up to 4 unique posts from an
advertiser in a 48-hour period
• It is important to run 4 creative variations in any live
campaign to take full advantage of the distribution
settings
25
Effective A/B testing
• Ad variations can be represented through minor changes in
copy or images
• It’s important to focus on one ad element when creating a set
of ad variations
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Standard format Sponsored Updates
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Rich media/large image Sponsored Updates
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Relevancy Score
• Relevancy Score = Bid x Engagement (CTR)
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LinkedIn performance benchmarks
• CTR: .30%
• Engagement Rate: .40%
30
Presentation recap
• Build a content calendar to plan resources,
provide visibility and measure trends
• Align advertising with the proper distribution
method and target audience
• Leverage creative best practices to drive results
Q&A
Thank You