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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
“If 
you 
sell 
something, 
you 
make 
a 
customer 
for 
a 
day. 
If 
you 
help 
someone, 
you 
make 
a 
customer 
for 
life.” 
-­‐ 
Jay 
Baer 
#CMWorld
#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 
they 
complete 
a 
lead 
capture 
form 
58% 
In market 
48% 
Not In market 
At 
least 
some7mes 
provide 
info
#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
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
#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 
% 
less 
likely 
to 
consider 
a 
vendor 
(among 
in 
market 
members)
#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.
#CMWorld 
Relevant 
content 
is 
your 
path 
to 
the 
short 
list 
The key ingredient to 
a better content experience is 
relevance
#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
#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
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
#CMWorld 
Use 
keyword 
research 
to 
understand 
what 
ques7ons 
you 
can 
help 
answer 
for 
them 
Then answer those 
questions with 
“Big Rock” content.
#CMWorld 
QuesIon: 
How 
do 
I 
use 
LinkedIn 
for 
marke7ng? 
Answer: 
The key ingredient to 
a better content experience is 
relevance
Repurpose, 
repurpose, 
then 
repurpose 
some 
more 
#CMWorld 
Infographics 
SlideShares 
Influencer 
blogs 
Blog 
Content 
Podcasts 
Webinars 
Mobile 
download 
Physical 
book
#CMWorld 
Go 
global 
with 
your 
content
#CMWorld 
Carve 
the 
turkey, 
then 
feed 
your 
channels 
Company Pages Sponsored Updates 
(Turn it up to eleven!) 
LinkedIn Groups SlideShare
#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 
than 
any 
other 
paid 
lead 
genera7on 
plalorm 
during 
the 
campaign 
period
#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 
Professional 
Social 
EmoIonal 
Self-­‐Image
#CMWorld 
At 
the 
end 
of 
the 
day, 
Rela7onships 
MaMer
#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!
#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

  • 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!