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How 
to 
Plan, 
Develop 
& 
Op7mize 
A 
Content 
Marke7ng 
Program 
for 
Tech 
“Building Relationships 
Through Marketing ...
“If 
you 
sell 
something, 
you 
make 
a 
customer 
for 
a 
day. 
If 
you 
help 
someone, 
you 
make 
a 
customer 
for 
li...
#CMWorld 
Nice 
to 
meet 
you 
TwiMer: 
@DigitalDL 
& 
@LinkedInMktg
#CMWorld 
IT 
Professionals 
have 
a 
serious 
trust 
issue 
57% 
of 
the 
IT 
community 
provides 
fake 
informa7on 
when...
#CMWorld 
IT 
Professionals 
want 
always-­‐on 
educa7on 
80% 63% 
of 
the 
IT 
CommiMee 
require 
educa7on 
to 
sustain 
...
IT 
Professionals 
want 
content 
that 
helps, 
not 
sells 
#CMWorld 
55% 51% 50% 
More 
likely 
to 
consider 
an 
IT 
ven...
#CMWorld 
Map 
your 
content 
to 
the 
buyer’s 
journey
#CMWorld 
Nurture, 
don’t 
disrupt 
37% 
37% 75% 
When 
ga7ng 
FIRST 
piece 
of 
content 
When 
ga7ng 
ALL 
content 
% 
le...
#CMWorld 
Take 
your 
audience 
on 
a 
content 
journey 
1 2 3 4 5 
The 
average 
IT 
CommiMee 
member 
needs 
to 
consume...
#CMWorld 
Relevant 
content 
is 
your 
path 
to 
the 
short 
list 
The key ingredient to 
a better content experience is 
...
#CMWorld 
Relevance 
is 
delivered 
through 
a 
deeper 
understanding 
of 
your 
audience 
Speak to the dog, in the langua...
#CMWorld 
Understand 
what 
your 
audience 
wants 
and 
especially 
doesn’t 
want 
from 
you 
relevance 
Top 
5 
reasons 
...
Use 
LinkedIn’s 
Trending 
Content 
tool 
to 
understand 
what 
IT 
CommiMee 
members 
are 
already 
sharing 
#CMWorld 
To...
#CMWorld 
Use 
keyword 
research 
to 
understand 
what 
ques7ons 
you 
can 
help 
answer 
for 
them 
Then answer those 
qu...
#CMWorld 
QuesIon: 
How 
do 
I 
use 
LinkedIn 
for 
marke7ng? 
Answer: 
The key ingredient to 
a better content experience...
Repurpose, 
repurpose, 
then 
repurpose 
some 
more 
#CMWorld 
Infographics 
SlideShares 
Influencer 
blogs 
Blog 
Content...
#CMWorld 
Go 
global 
with 
your 
content
#CMWorld 
Carve 
the 
turkey, 
then 
feed 
your 
channels 
Company Pages Sponsored Updates 
(Turn it up to eleven!) 
Linke...
#CMWorld 
Examples 
of 
brands 
helping, 
not 
hur7ng
#CMWorld 
Examples 
of 
brands 
helping, 
not 
hur7ng
#CMWorld 
Examples 
of 
brands 
helping, 
not 
hur7ng
#CMWorld 
Examples 
of 
brands 
helping, 
not 
hur7ng 
LinkedIn 
Sponsored 
Updates 
drove 
400% 
more 
qualified 
leads 
...
#CMWorld 
Consider 
the 
mindset 
across 
different 
channels
#CMWorld 
Help 
your 
audience 
succeed, 
while 
having 
fun!
#CMWorld 
Help 
them 
look 
good 
in 
front 
of 
other 
members 
of 
the 
IT 
CommiMee 
Personal 
Value 
Benefits 
Profess...
#CMWorld 
At 
the 
end 
of 
the 
day, 
Rela7onships 
MaMer
#CMWorld 
Lessons 
Learned 
• Lesson 
1: 
Professionals 
want 
content 
that 
helps, 
not 
sells. 
Map 
helpful 
content 
...
#CMWorld 
Now, 
go 
deliver 
more 
value!
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Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not Hurting - How to Build Meaningful Relationships Through Content

I gave this presentation at Content Marketing World 2014 for a 6-hour Tech/ Software Industry Workshop. Other presenters included Lee Odden, CEO at TopRank Online Marketing; Connie Bensen from Dell; Pam Didner, formerly from Intel and author of new book "Global Content Marketing"; and Koka Sexton from LinkedIn's Sales Solutions team.

Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not Hurting - How to Build Meaningful Relationships Through Content

  1. How to Plan, Develop & Op7mize A Content Marke7ng Program for Tech “Building Relationships Through Marketing Content that Helps, Not Hurts” Deanna Lazzaroni Global Content & Social Media Marketing Manager, LinkedIn #CMWorld
  2. “If you sell something, you make a customer for a day. If you help someone, you make a customer for life.” -­‐ Jay Baer #CMWorld
  3. #CMWorld Nice to meet you TwiMer: @DigitalDL & @LinkedInMktg
  4. #CMWorld IT Professionals have a serious trust issue 57% of the IT community provides fake informa7on when they complete a lead capture form 58% In market 48% Not In market At least some7mes provide info
  5. #CMWorld IT Professionals want always-­‐on educa7on 80% 63% of the IT CommiMee require educa7on to sustain or make a change to their IT ecosystem are more likely to consider an IT vendor that educates them through each stage of the decision process
  6. IT Professionals want content that helps, not sells #CMWorld 55% 51% 50% More likely to consider an IT vendor who publishes content about my industry and topics of interest More favorable toward an IT vendor who publishes content about my industry and topics of interest Most interested in non-­‐branded / non-­‐sales focused content
  7. #CMWorld Map your content to the buyer’s journey
  8. #CMWorld Nurture, don’t disrupt 37% 37% 75% When ga7ng FIRST piece of content When ga7ng ALL content % less likely to consider a vendor (among in market members)
  9. #CMWorld Take your audience on a content journey 1 2 3 4 5 The average IT CommiMee member needs to consume 5 pieces of content before they are ready to talk to someone in sales.
  10. #CMWorld Relevant content is your path to the short list The key ingredient to a better content experience is relevance
  11. #CMWorld Relevance is delivered through a deeper understanding of your audience Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  12. #CMWorld Understand what your audience wants and especially doesn’t want from you relevance Top 5 reasons the IT CommiMee doesn’t connect with a vendor on a social network 01 02 Don’t want to receive a lot of marke7ng materials Don’t believe would provide any credible informa7on 03 04 05 No thought leaders in the category Don’t believe would provide any info that is relevant to my job Talk too much about themselves
  13. Use LinkedIn’s Trending Content tool to understand what IT CommiMee members are already sharing #CMWorld Top Trending Topics (August 2014) Cloud Compu7ng Entrepreneurship Employee Engagement Android Online Adver7sing Example ArIcles per Trending Topic • Who has the biggest cloud? By year’s end, the answer may surprise you: gigaom.com • Cloud Storage is Ea7ng The World Alive: techcrunch.com • Legacy Wars: Steve Jobs vs. Bill Gates : linkedin.com • Salesforce Innova7on Secrets: How Marc Benioff’s Team Stays On Top : forbes.com • How to Spot a Bad boss Before You Start a New Job : linkedin.com • Don’t Pick a Job. Pick a Boss : linkedin.com • Judge Turns Down Apple’s Bid to Halt Samsung Phone Sales : ny7mes.com • Android Device Ecosystem: More Diverse Than Ever : techcrunch.com • Amazon’s new ad network has a secret weapon against Google AdWords: shopping data : venturebeat.com • Farewell ‘Pure’ Exact Match, Adwords Will Soon Require All Campaigns… : searchengineland.com
  14. #CMWorld Use keyword research to understand what ques7ons you can help answer for them Then answer those questions with “Big Rock” content.
  15. #CMWorld QuesIon: How do I use LinkedIn for marke7ng? Answer: The key ingredient to a better content experience is relevance
  16. Repurpose, repurpose, then repurpose some more #CMWorld Infographics SlideShares Influencer blogs Blog Content Podcasts Webinars Mobile download Physical book
  17. #CMWorld Go global with your content
  18. #CMWorld Carve the turkey, then feed your channels Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  19. #CMWorld Examples of brands helping, not hur7ng
  20. #CMWorld Examples of brands helping, not hur7ng
  21. #CMWorld Examples of brands helping, not hur7ng
  22. #CMWorld Examples of brands helping, not hur7ng LinkedIn Sponsored Updates drove 400% more qualified leads than any other paid lead genera7on plalorm during the campaign period
  23. #CMWorld Consider the mindset across different channels
  24. #CMWorld Help your audience succeed, while having fun!
  25. #CMWorld Help them look good in front of other members of the IT CommiMee Personal Value Benefits Professional Social EmoIonal Self-­‐Image
  26. #CMWorld At the end of the day, Rela7onships MaMer
  27. #CMWorld Lessons Learned • Lesson 1: Professionals want content that helps, not sells. Map helpful content to each stage of your buyer’s journey. • Lesson 2: Drive relevance with your content by star7ng with a deeper understanding of your audience’s wants and needs. • Lesson 3: Focus on one Big Rock piece each quarter, with slices of smaller content to promote the larger piece each week. • Lesson 4: Make sure your content is something you’d actually want to share yourself—if you can’t answer yes, scratch it!
  28. #CMWorld Now, go deliver more value!

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I gave this presentation at Content Marketing World 2014 for a 6-hour Tech/ Software Industry Workshop. Other presenters included Lee Odden, CEO at TopRank Online Marketing; Connie Bensen from Dell; Pam Didner, formerly from Intel and author of new book "Global Content Marketing"; and Koka Sexton from LinkedIn's Sales Solutions team.

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