How do you up-level your game in Content Marketing? LinkedIn Marketing Solutions shows you how to add fuel to the fire and really ramp and scale your content marketing strategy in this Slideshare presentation.
Understand the Key differences between SMO and SMM
LinkedIn Content Marketing 2.0 Seminar: Five Tactics to Ramp & Scale Your Content Marketing Strategy
1. 5 Tactics to Ramp & Scale your Content Strategy
Content Marketing 2.0
2. 5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification4.
Visual is the new headline1.
Do more of what’s working2.
Leverage global for relevant content5.
Streamlining content production3.
7. 5 reasons for going visual
We are all visual thinkers1.
Visual aids in decision making2.
Visual makes a better, longer overal impression3.
Visual is more persuasive4.
Visual connects emotionally5.
8. SlideShare is a Platform for Visual Content
Marketing Thought Leadership
9. Average number of slides
per presentation
Keep it short & sweet
33%
Number of slides
14% 7% 1%
The optimal SlideShare presentation
45%
Less than 10 10 - 30
30 - 50 50 - 100 100 +
Be visual
Average number of pictures
per presentation
19
Get to the point
Average number of words
per slide
24
19
17. Provides a snapshot
of a bigger story
Breaks down a
complex idea
Easily shareable &
attracts attention
Fuel for your social
and demand-gen
programs
Great SEO for
linkbacks
Enhance press
releases
Entertaining and
fun
The multi-benefits of successful infographics.
21. Reach audiences
to drive awareness
and a positive
impression of your
brand
Set up your full funnel metrics…
REACH
NURTURE
• Awareness
• Branded search
• Brand recall and lift
Website and referral traffic
• Page views, pages per
visit, time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects
until they’re ready
to make a
purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified
leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value,
upsell/cross-sell
23. Take an aerial view of MQLs by campaign type.
27%
25%
23%
15%
10%
Big rock to manufacturing
Email nurture campaign
Executive guide
Manufacturing webinar series
2016’s state of hardware infographic
31. Repurpose, repurpose, then repurpose some more.
Infographics
SlideShare
Physical book
Mobile download
Podcasts
Influencer blog
Blog content
Webinars
39. Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.
44. Create a global content council.
NAMER
LATAM
EMEA
APAC
Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing
Alignment | Awareness | Collaboration | Support
45. Module:
Interviews
Bring GEOs in early in the process.
Module:
Case Studies
Module:
Quotes
Module:
Research
Share outline >
Build a global skeleton >
Replace with local modules…
46. Leveraging Global Content
• Get the source files (AI/PSD)
• Send to local translator
• Plug in local modules
• Use agency to localize creative
51. 5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification4.
Visual is the new headline1.
Do more of what’s working2.
Leverage global for relevant content5.
Streamlining content production3.