Transcript

Hilal Koc

Partner & Agency Lead, EMEA

LinkedIn

Jon Lombardo

Content Marketing Lead, EMEA

LinkedIn

Keys to Great Thought-Leading Content SOME HOUSEKEEPING BEFORE WE START

1.Questions? Send them via Webex Q&A Feature.

2.Recorded? Of course and will be emailed to you.

3.Feedback? Survey will be available at the end of the

Webinar.

AGENDA

3

Keys to Great Thought-Leading Content WHAT WE’LL COVER TODAY

1. Why Sponsored Updates?

2. The Changing Buyer’s Journey

3. Creating Compelling Sponsored Updates

4. Top Performing Sponsored Updates

5. Campaign Optimization Tips

6. Q&A

WHY

SPONSORED UPDATES?

NATIVE ADVERTISING IN THE WORLD’S ONLY

PROFESSIONAL NEWSFEED

THREE FEATURES THAT SET SPONSORED UPDATES

APART

ACCURATE PROFILE-BASED TARGETING

PROFESSIONAL MINDSET CREATES A FAVORABLE

CONTENT MARKETING ENVIRONMENT FOR BRANDS

PREMIUM AUDIENCE

THREE REASONS TO INCLUDE SPONSORED

UPDATES IN YOUR MEDIA MIX

OPTIMIZED FOR MOBILE, TABLET & DESKTOP

USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT

& LEAD GENERATION

PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS

THE CHANGING

BUYER’S JOURNEY

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Content Matters:

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74%

90%

Number of pieces of content buyers engage with

to research their purchase. -Source: Google, Zero Moment of Truth Study

Of B2B buyers choose a vendor that’s first to help

them with useful content. -Source: Inside Sales

Amount of purchase process that buyers complete

before making contact with vendor. -Source: Forrester

PEOPLE BUY YOUR PERSPECTIVE FIRST AND

YOUR PRODUCTS SECOND

Keys to Great Thought-Leading Content YOU NOW SHARE YOUR PERSPECTIVE

THROUGH THOUGHT LEADERSHIP

PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.

CREATE CONTENT FOR A MINDSET THAT

‘INVESTS TIME’

On LinkedIn, Speak to the Professional Mindset

-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

AND EXPECTS TO HEAR FROM BRANDS THAT

OFFER THOUGHT LEADING ANALYSIS

CREATING COMPELLING

SPONSORED UPDATES

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On LinkedIn, Speak to the Professional Mindset GREAT CONTENT ‘FRAMES ALL THE THINGS’

PRO TIP: REVIEW UPWORTHY’S SLIDESHARE PRESENTATION ON ‘THE SWEET SCIENCE OF VIRALITY’ FOR MORE TIPS

On LinkedIn, Speak to the Professional Mindset GREAT CONTENT FRAMES IMAGE, HEADLINE,

AND URGENCY

Target Your Content to the Right Customers FOCUS ON YOUR AUDIENCE

Think Like a Journalist WRITE LIKE A JOURNALIST

PRO TIP: IMAGE POSTS *GET UP TO 2X

PERFORMANCE

INVEST IN STRONG VISUALS

Make Your Pages Mobile Ready DESIGN FOR MOBILE

PRO TIP: 75% of Sponsored Updates

engagement comes from mobile

Build a Sturdy Campaign Foundation DEVELOP AN ‘ALWAYS-RELEVANT’ APPROACH

TOP PERFORMING

SPONSORED UPDATES

TOP UPDATES

WHAT MAKES IT ENGAGING?

1. It keeps content social by using

human stories and peer learning

2. The intro copy is concise and clear

and adds to the image and title

2

3

TOP UPDATES

1. Stands out from the rest of the

news feed by using a casual tone

and incorporating a meme

2. Uses a short-form article format

for easy engagement

3. Uses the intro copy to deliver an

upbeat message as a hook

2

4

TOP UPDATES

1. Provides a lot of upfront value with

the use of statistics in the intro copy

2. Infographic for visual engagement

3. These tactics are effective ways to

tease out longer content like survey

results or a research report

2

5

TOP UPDATES

1. The post optimizes for mobile by

eliminating the intro copy

2. Taps into a very broad desire to be

more successful

3. The message is appropriate to the

platform context

2

6

TOP UPDATES

1. Niche content works with an

effective targeting strategy

2. The image adds context and drives

engagement to the post

2

7

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CAMPAIGN

OPTIMIZATION TIPS

You have 4 levers to optimize your campaigns

1. CONTENT

2. BID

3. AUDIENCE

4. TARGETING

RELEVANCE MATTERS Test your content to boost your CTR and lower your CPC

1. CONTENT

BID ONLY AS MUCH AS YOUR WILLINGNESS TO PAY 2. BID

PRICING MODEL OPTIONS:

• CPM (cost per thousand impressions)

• CPC (cost per click)

IN BOTH CASES, YOU ONLY PAY ENOUGH TO BEAT THE NEXT

HIGHEST BIDDER IN THE 2ND PRICE AUCTION

$

.

SHIFT YOUR BUDGET BASED ON PERFORMANCE 3. AUDIENCE

START BROAD, CHISEL DOWN 4. TARGETING

CHISEL, DON’T PIECE-TOGETHER

• Run-of-professionals (ROP) doesn’t mean “no targeting” it

means “all targeting”

• Pay for your target audience at ROP rate!

LET THE ROBOTS WORK THEIR MAGIC

• Marketers are great at understanding “who” their

audience is

• Optimization algorithms are great at “knowing” who

clicks and optimize accordingly

FOR MORE

INFORMATION

34

REMEMBER THAT WE HAVE AN ENTIRE EBOOK

DEDICATED TO THESE TOPICS

MARKETING.LINKEDIN.COM

37

Q&A

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THANK

YOU


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