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Marcel Molenaar

Country Manager Benelux

nl.linkedin.com/in/molenaarm

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CANADA

11M+

BRAZIL

22M+

EMEA

122M+SAUDI

ARABIA

1M+

SOUTH AFRICA

4M+

INDONESIA

4M+

AUSTRALIA

7M+

USA

118M+UAE

1M+

CHINA

10M+INDIA

31M+

RUSSIA

5M+

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10 Effective Data DrivenContent Marketing

Principles

for Success on

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Content Through the Buyer’s Journey

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Social networks are now the dominate portals for discovering

content

Content

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B2B Buyers are consuming anaverage of 10.4 pieces of content

on their way to a purchase decision.

Through the buying cycle

60%

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Source: LinkedIn Internal Study May 2015

Followers and target audiences want different things:Followers want to hear about your company and your products

Provide a steady stream of content for your followers: Best inclass marketers post one to three updates per day on their

Company or Showcase Pages.

Trending Content reflects the topics

and articlesthat are being shared by our

members

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• Sponsor two to four updates at any time to maximize your reach to your target audience. • Proactively optimize or cycle out the updates that aren’t achieving your key performance indicators (KPIs).

1 Followers and target audiences want different things:Target Audiences want helpful professional content based on trending topics

Internet Professionals - NL Finance Professionals - NL

1 Trending ContentHere is an example of a trending articles amongst Entrepreneurs in NL

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Shape Perception Establish Trust

Drive Traffic

for Nurturing

Nurture to

Convince and Convert

Earn New Leads

2 Pick content for the full marketing funnel:Build trust first, then ask for contact information

Info graphics, blog posts, industry trends, influencercontent, “behind the scenes” and exclusive content

Best practice guides, case studies, product reviews,analyst reports, webinars, blog posts

White papers, research briefs, product demos, trials,product reviews and comparisons, analyst reports

Newsletters, recommendations, case studies, productnews, tutorials

You have 10+ opportunities

to publish Sponsored Updates

that effectively introduce your

brand, build trust, provide helpful

information, and ultimately inform

a purchase decision. Deliver

relevant content at every step

of the buyer’s journey.

2 Pro Tip:Clear calls to action will maximize your clicks and conversions to gated content

This CTA from Hortonworks for a whitepaper download couldn’t be more direct:

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3 Boost your content ROI through repurposing

Make the most of your gated content by repurposing it in a varietyof full funnel pieces such as blogs, infographics, webinars

and SlideShare presentations.

4 Leverage your employee network to scale up your reach

Employees are a valuable secretweapon in scaling your Sponsored

Updates campaign.

In a recent Sponsored Updates case study, Dutch Bank ABN AMRO revealed that their “secret

weapon” for scaling always-on content is their people.

The Bank’s social media team distributes a

content calendar to all employees every week, explaining what they’ll be posting to their

Company Page and when.

Now they have 600 people who can share ABN AMRO’s content with their connections.

Results: Engagement rates as high as 3.25% on their content.

Over 28,000 visits to ABN Amro Insights site in one month.

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The Helpful Advisor The Conversationalist The Cliffhanger

Start by explaining howyour piece of content will

help your target achieveprofessional success.

Make a bold statement or aska question to spark a conversation

and get your audience to react.

Tell your audience just enoughto pique their interest but not so

much that they aren’t compelledto learn more.

5 Create content that is helpful, informative and/or entertaining

Try writing from these perspectives:

6 Optimize your content for mobile

For best mobile performance make sure:

� Your intro copy is fewer than 150 character or eliminate it all together

� Your CTA is clear

� Your landing page is optimized for the small screen

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7 Use images to drive engagementLet your images stand out in the feed

• Adhere to published specifications to ensure your image is the proper resolution.

• Use the image to expand on the content

or emphasize the CTA.

• Make sure you choose an image that accuratelyreflects your content. Consistency between image

and story conveys the topic before the membereven reads a word.

8 Test and improve performance with Direct Sponsored Content

At any time, test 2 to 3versions of your content

to continuously improveperformance.

Think Simple:Consider testing personalization

or variations of your CTA.

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Never miss an opportunity to reach your target

audience—no matter where they are or how

and when they choose to consume content.

9Adopt an always on mindset…

…as professionals catch up on content at home

of decision makers use

social media to research

the solution purchase.

of B2B purchase decision

makers said that winning

content had a significant

impact on their decision.*

9Pro Tip: For content, think always on content strategyDon’t miss out on the opportunity to impact your prospects’ buying decision

Make sure your solutions are always in the consideration set of yourtarget audience by adopting an always-on Sponsored Updates strategy.

*The 2014 B2B Buyer Behavior Study, Demand Gen, January 29, 2014

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10 Expand your reach to similar audiencesUse Audience Expansion to discover audiences similar to your target

Make your content last longer:

Before you retire a campaign that’s showing fatigue,consider enabling the Audience Expansion function.

It’s a great way to reach new audiences similar to your target audience, and expose them to your brand

message.

Remember, these audiences haven’t seen your content, so it’s new to them.

Best Practices Cheat Sheet

Optimizing content

• Always ask, “why would my audience read this?”

• Use concise and compelling intros and headlines

• Ask compelling questions to involve the target audience

• Include a clear call to action, regardless of the objective

• Make sure your landing pages are optimized for mobile traffic

Managing updates

• Plan your editorial calendar, but also react to timely events

• Respond to comments regularly

• Consider keeping updates running through the weekend

• Test to see what works with your audience and then refine

Optimizing visuals

• Always include an image, presentation, or video

• Ensure your image is relevant to your content

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“It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read.”

David Ogilvy

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