Pascal Hendrickx Client Service Director

Pebble Media

Content is King, long life to the King

3

Connect the world’s professionals

to make them more productive and successful

Our mission

4

Create economic opportunity for every professional

in the world

Our vision

Create economic opportunity for every professional

in the world

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Be the most effective platform for marketers to engage

with professionals

LinkedIn Marketing Solutions’ mission

Be the most effective platform for marketers to engage

with professionals

* 2014 member number as of June 30, 2014

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*

32M

347M+

200K+Professionals

join daily

Belgium LinkedIn Usage Insights

Content Marketingis our core for members, marketers and LinkedIn

6XMoreengagementwithcontentvsjobs

BRANDS

2.7MM CompanyPagesCompanyUpdatesSlideShareGroups

THOUGHTLEADERS

200+ Influencers

NEWS1.3MMPublishersLinkedInToday

PEERS1.5MMGroupsConnections

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The most effective platform for marketers to reach audiences, nurture prospects and acquire customers

Share relevant content and campaigns with

the world’s professionals

Accelerate sales by reaching the right

people with helpful content throughout the

buying process

Get to the right people with precision-focused

B2B multi-channel marketing

It’s a challenging world

90%Before customersreach out directly

10Pieces of content

are consumed before a purchasing decision

is made

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Nurture Deliver helpful content at the right time, based on who they are and what matters to them

Measure Track branding and direct response impact with simple yet advanced analytics

Reach Target with accuracy to reach the right audience

More effective marketing powered by LinkedIn data and technology

12Source: As calculated by comScore, Aug 2014 Mediametrix data for US

Membersworldwide

347M+More business decision makers than comparable

business site

2.8XHigher buying power index vs comparable

business and social sites

28%

Let’s talk about « the King »

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 Why is Content « King » ?

Without it, you have nothing to share with your target audience in the Digital

world !

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 Keys to effective Content

1. Deeply understand your target audience

2. Address your target audience Content that fits its interests & concerns

3. Publish Content in a variety of forms

4. In the channels where your audience spends time.

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The 4-1-1 Rule

Not ThisDo This

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Stock & Flow

Internal long-form content

Curated NewsQuick Shares of trending stories

Commercial Messages

Custom commissions

Stock Flow

Long Lasting

Create few, but that are:

High value

Perennially relevant

‘Earn’ the right

Timing & targeting is essential

Curating & Sharing gives scale

This is reactive content that is relevant for a moment

Create many, but be tooled up to do it quickly.

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 Keys to effective Content

Those Keys lead you to :

More prospective buyers to purchase

More customers to long-term loyalty

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 What makes good Content ?

It leads to action (call to action)

It’s easy to read without « blabla »

It has fantastic visuals

It’s incredibly useful

It’s inspiring

#1: Start with mobileO

K…

Be

tte

r… This

one’s

best!

Assume that your update is read on a mobile or tablet device.Format updates & destinations to fit with mobile and your engagement will benefit.

Sharp, relevant & exclusive stories drive great engagement. Target the right people and drive maximum relevance amongst audiences that matter to you

#2: Be newsworthy

#3: Always include a clear call to action

Signpost what you want people to consume.Clear, actionable content gives your content the best start – especially when read on mobile

#4: Tell visual stories

Using visual storytelling and video can drive up to 2x higher engagement and sharing

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Importance of being visual

Infographic

Photo

Link

Video

Slideshare

Status

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45%

0.38%

0.37%

0.36%

0.31%

0.31%

0.19%

0.43%

0.43%

0.40%

0.36%

0.36%

0.23%

ER

CTR

#5: Be exclusive, share your knowledge

Members like sneak peeks inside companies, new products, even office space. Make sure you give people things that are a bit special, or exclusive; that highlight what you’re good at.

#6: Be consistently part of the conversation

Frequency is the starting point. Post every day with varied types of content.

Answer questions people ask – it reinforces your voice.

The aim here is to position your brand, and your stories as the one that people consistently expect in their newsfeed.

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 What makes good Content ?

After writing a post ask you & someone else, 3 questions :

1. Was it helpful ?

2. Was it interesting ?

3. Will it inspire them to take action ?

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 Where can I find Content ?

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 Where can I find Content ?

Webinars can be turned into blog post

White papers can be turned into SlideShare presentations

Content from last year that can be easily refreshed, update with new numbers and re-released

Research report can be converted into infographics

…

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 More Content ?

Not More Content,

But More Relevant Content

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Organic & Paid Frequency

Organic Paid

Post at least once per day

This helps to ensure an optimal level of reach

Aim to sponsor at least 2 updates at any given time

Monitor and sponsor the best performing organic updates

Tailor your targeting to reach the right audience with the right content

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Creating variety in your calendar

Categories of Content Content Specifics

Daily Dose: The basic, everyday content that you can dish out quickly

How-to posts (e.g. SU videos)Sharing Influencer/ third-party postsUseful, relevant topics for marketersRepurposing of old content

Data crunch: The stuff that really gets your brain working Thought leadership piecesGuest Topics/ Blog PostsCase Studies

Good read: The valuable, time-consuming projects that leave your audience begging for more

Strategic research and analysisLI MKTG Trends POVsBig Rock content

The fun stuff: Everyone wants a bit of entertainment

Light-hearted, easily-digestible contentCultural content (e.g. Day in the Life)Amusing videos, graphics, stories

Soap Box: Sometimes you just need to stand out from the crowd

Bold statements with strong POVThought leadership piecesCalculated and strategic

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Content Calendar

Monday Tuesday Wednesday Thursday Friday Saturday

Daily Dose

Data crunch

Good read

Daily Dose Daily Dose

Fun stuff

Daily dose

Soap Box

Daily Dose

Data CrunchDaily Dose

Good read

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 How much Content ?

Find out the ideal volume and frequency

Test Content to find the right balance of quality and volume

The audience, not the publisher, determines Content quality & volume

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 Measure your Content ?

Let’s focus on 3 metrics :

Referral traffic

Engagement

Higher quality leads

#7: Use data to shape your strategy

Be obsessive about analytics. Pay attention to audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines, targets and images.

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 Median CTR & Engagement Rates

EMEA LinkedIn Benchmark

CTR

ER

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 Content ROI ?

Good Content creates :

Conversations

Which lead to engagement

And ultimately to conversions !!!

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Best Pratices Recap

Visuals! Everyone is mobile, the visual is the new headline We are visual thinkers Try not to use logos

Tone: aspirational, actionable, educational and entertaining Content

Variety of content for testing is important. Think thought leadership, opinion pieces (have a POV), case studies/voice of customer, inside look at influencers, infographics, statement pieces, snackable pieces, video, etc.

Balance helpful posts vs self-promotional Copy:

Concise & to the point Ask compelling questions Personalize updates to target “Calling all CIOs…”

Theme : Use LinkedIn Trending Content to determine content topics

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Content is King, long life to the King

Are you ready to follow the King in his crusade ?

©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 41