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Developing a Killer Content Strategy for LinkedIn Lead Accelerator

 Sanjay Melwani  Marketing Automation Consultant  LinkedIn

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•  Got a question? Submit it in the Q&A box.

•  Follow us for more: @LinkedInMktg

How to Engage with Us

Let’s Talk About

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•  Performing a content audit to determine ideal content offers for your nurture streams

•  Segmenting your target audiences and identify the right content for both your known and anonymous contacts

•  Optimizing content across all ad formats in Lead Accelerator including display ads, Sponsored Updates, and Facebook

•  We’ll also look at a few examples of high-performing content and discuss how to measure performance.

•  Q&A

Kicking Off Your Content Approach with Lead Accelerator

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Popular Content Types

•  Whitepapers •  eBooks •  Guides •  Analyst Reports •  Case Studies

•  Demos •  Free Trials •  Videos •  Blog Posts •  Webinars

How Many Pieces of Content Do You Need?

Week 1 Creative

Week 2 Creative

Week 3 Creative

Stream A Stream B Stream C

Waves

Content and Segmentation Go Hand in Hand

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SMB| ENTERPRISE| SELF-SERVICE

Method 3: Stage in Buyer’s Journey NEW VISITORS | ENGAGED VISITORS | KNOWN

Method 2: Product/Solution PRODUCT A| PRODUCT B| PRODUCT C

Method 1: Audience Type/Vertical

Content Based on Segmentation OR Segmentation Based on Content?

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Content Based on Different Stages of the Funnel

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Content Strategies for Known Contacts vs. Anonymous Contacts

•  Shareable Content

•  Gated vs. Ungated Content

•  Objectives for Known Contacts

•  Objectives for Anonymous Contacts

Optimizing Ad Copy Based on Channel

Facebook News Feed:

LinkedIn Sponsored Content:

Display:

Measuring Success with Content in Lead Accelerator

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Examples of High-Performing Content

Optimization Basics: Performance Metrics Based on Content Type

A Few More Tips to a Killer Content Strategy

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Additional Tips: Wave Order based on Content Type

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Nurture Stream Performance By Segment & Creative

Additional Tips: Test, Test, Test!

4 Standard Display Sizes 1 Facebook Newsfeed

One Ad Set Includes:

1 LinkedIn Sponsored Update

Content Limitations Based on Creative Resources

What Else: Content Best Practices

1 Content Comes in Many Forms

2 You Don’t Need a Ton of Creative to Get Started

3 If Content is Limited, Use It to Drive Segmentation

4 Align Content with Audience Engagement

5 Content Can Be Gated or Ungated.

6 Optimize Ad Copy Based on Channel

7 Use Wave Order to Your Advantage

8 Lean on Social Channels

A Few Final Thoughts

Start simple! It’s very easy to get complex with this product quickly, so start simple and then optimize for maximum performance.

Leverage new content. Content is constantly being created, so don’t be afraid to use new content for your Lead Accelerator program.

Test and optimize. This is a “living” program that needs some love every once in a while.

Give your program time. Your program needs some time to ramp-up before you make any big adjustments. You’ll want to see what works before you start to optimize.

Help Center Links: •  Developing an Audience and Content Strategy

•  http://help.lms.linkedin.com/hc/en-us/articles/206477247-Developing-an-audience-and-content-strategy

•  Nurturing Homepage Bouncers •  http://help.lms.linkedin.com/hc/en-us/articles/204631968-Nurturing-Homepage-Bouncers

•  Nurturing Visitors to Product Pages, Landing Pages and Blog •  http://help.lms.linkedin.com/hc/en-us/articles/205741728-Nurturing-Visitors-to-Product-

Pages-Landing-Pages-and-Blog

•  Nurturing Known Contacts •  http://help.lms.linkedin.com/hc/en-us/articles/205656738-Nurturing-Known-Contacts

Other Resources •  The Sophisticated Marketer’s Guide to Thought Leadership

•  https://business.linkedin.com/marketing-solutions/c/14/10/sophisticated-marketers-guide-to-thought-leadership

Helpful Links:

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