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.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.John Walsh
Similar to Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not Hurting - How to Build Meaningful Relationships Through Content (20)
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
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
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
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
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!