live webinar: creating a winning content strategy for sponsored updates

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Creating a Winning Content Strategy for Sponsored Updates ©2013 LinkedIn Corporation. All Rights Reserved.

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Page 1: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Creating a Winning Content Strategy

for Sponsored Updates

©2013 LinkedIn

Corporation. All Rights

Reserved.

Page 2: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Introductions

Amanda Green Content Campaign Strategist

LinkedIn

Caitlin Morrison Senior Ad Strategist

LinkedIn

Nicholas Maalouf Account Manager

LinkedIn

Page 3: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Agenda

• Building Your Content Calendar

• Advertising with a Purpose

• Developing Messaging that Resonates

• Creating Best-in-Class Content

Page 4: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

The three key phases of content marketing

1. Develop

2. Distribute

3. Optimize

Page 5: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

1. Develop

2. Distribute

3. Optimize

Develop your content strategy

Page 6: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Building Your Content Calendar

Page 7: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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• Plan your content resources

• Provide visibility for internal teams

• Prevent a lapse in conversation with your

audience

• Measure trends in engagement and performance

Why build a content calendar?

Page 8: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Sample calendar

Page 9: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

1. Develop

2. Distribute

3. Optimize

Distribute content through proper channels

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Advertising with a Purpose

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Marketing Goals

Brand Awareness

Lead Generation

Does your advertising match your goals?

Page 12: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Who is this for?

Where are they in the buyer’s journey?

How does this make them more

productive and successful?

How will we measure success?

Map every piece of content to your mission

statement by asking four key questions

Page 13: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Thought

Leadership

Blog Post Rich Media/

Infographic

Examples of content for branding

Page 14: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Webinar Whitepaper Form Fill

Examples of content for lead generation

Page 15: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

1. Develop

2. Distribute

3. Optimize

Optimize program for effectiveness

Page 16: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Developing Messaging that Resonates

Page 17: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Types of Sponsored Updates

Page 18: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Anatomy of an effective post

Page 19: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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• Image - Select a compelling visual that’s descriptive and

accurately reflects your content.

• Headline - Include a call to action, a snackable stat, or a

thought-provoking message.

• Teaser Text - Pique interest with an intriguing message

to draw your audience in. Provide transparency and

context.

• Messaging - Use language that is relatable to your target

demographic.

Strongest elements of a Sponsored Update

Page 20: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Creating Best-in-Class Content

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Write copy that creates a “curiosity gap”

Too vague, and nobody cares. Too

specific, and nobody needs to click.

- Peter Koechley, Cofounder, Upworthy

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Optimize for mobile

149 characters (150 cutoff)

Link in the body

Large Image Format

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Use concise, interactive copy to drive interest

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Best practices for content frequency

• LinkedIn members can see up to 4 unique posts from an

advertiser in a 48-hour period

• It is important to run 4 creative variations in any live

campaign to take full advantage of the distribution

settings

Page 25: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Effective A/B testing

• Ad variations can be represented through minor changes in

copy or images

• It’s important to focus on one ad element when creating a set

of ad variations

Page 26: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

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Standard format Sponsored Updates

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Rich media/large image Sponsored Updates

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Relevancy Score

• Relevancy Score = Bid x Engagement (CTR)

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LinkedIn performance benchmarks

• CTR: .30%

• Engagement Rate: .40%

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Presentation recap

• Build a content calendar to plan resources,

provide visibility and measure trends

• Align advertising with the proper distribution

method and target audience

• Leverage creative best practices to drive results

Page 31: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Q&A

Page 32: Live Webinar: Creating a Winning Content Strategy for Sponsored Updates

Thank You