Jon LombardoLinkedIn,

Content Marketing Lead

Mathew GreenlayAberdeen Asset Management,

Director of Integrated Marketing

HOW ABERDEEN ASSET MANAGEMENT

CREATE AWARENESS AND GENERATE SALES LEADS ON

LINKEDIN

TODAY’SAGENDA

AGENDA

1. SETTING-UP OUR STRATEGY2. CREATING OUR DESTINATION3. PRODUCING COMPELLING CONTENT4. DISTRIBUTING ACROSS SOCIAL5. ACHIEVEING AMPLIFICATION WITH LINKEDIN6. WHAT ARE SPONSORED UPDATES?7. CREATING GREAT CONTENT TO ENGAGE THE LINKEDIN AUDIENCE8. TURNING YOUR CONTENT INTO COMPELLING SPONSORED UPDATES9. TEST, LEARN AND OPTIMIZE10.CONCLUSION

AGENDA

5 STEPS TO ACHIEVING CONTENT

MATURITY

AGENDA

• Strategy• Destination• Content • Social Distribution• Amplification

5 steps to achieving content maturity

AGENDA

Offer an innovative, valuable and rewarding route to your audience

“We need to differentiate, and offer value-add experience to our clients and prospects.”

1/STRATEGY – WHY?

AGENDA

Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications

1/STRATEGY – WHO?

AGENDA

Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?

- What channels will work best for you and how will you use them?

1/STRATEGY – HOW?

AGENDA

2/ DESTINATION

AGENDA

3/ CONTENT IS KING AND QUEEN

AGENDA

3/ CONTENT IMAGERY

AGENDA

3/ CONTENT HEADLINE

AGENDA

3/ CONTENT HIERARCHY

AGENDA

4/DISTRIBUTION

AGENDA

4/LINKEDIN UPDATES

AGENDA

5/AMPLIFICATION

Twitter: Promoted TweetsGoogle: PPC advertising YouTube: In-Stream video Outbrain: Syndicated content

LinkedIn: Sponsored Update

AGENDA

OUR RESULTS AFTER 3 MONTHS

AGENDA

OUR RESULTS AFTER 3 MONTHS

AGENDA

WHAT PEOPLE ARE SAYING

“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)

“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)

AGENDA• Take your business on a journey – be the evangelist

• Find out what best works for you

• Agree what can be achieved• How to maintain quality • What frequency can be sustained• Who is responsible

• Test, learn and evolve

IN SUMMARY

THE SOPHISTICATED MARKETER’S GUIDE TOSPONSORED UPDATES

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 AT SCALE

THREE REASONS TO INCLUDE SPONSORED UPDATES IN YOUR MEDIA MIX

MOBILE-OPTIMISED ADS AT SCALE

USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT& LEAD GENERATION

PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS

WHY GREAT CONTENT IS ESSENTIAL IN MODERN

MARKETING

Content Matters:

10

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 ContentYOU NOW SHARE YOUR PERSPECTIVE THROUGH THOUGHT LEADERSHIP

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

On LinkedIn, Speak to the Professional Mindset

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

LINKEDIN MEMBERS WANT THOUGHT LEADERSHIP FROM BRANDS

On LinkedIn, Speak to the Professional Mindset6 QUESTIONS TO ASK YOURSELF WHEN PRODUCING CONTENT FOR LINKEDIN

Build a Sturdy Campaign FoundationDEVELOP AN ‘ALWAYS-RELEVANT’ CONTENT CALENDAR

[5] TIPS FOR TURNING YOUR CONTENT

INTO COMPELLING SPONSORED UPDATES

Target Your Content to the Right Customers1. FOCUS ON YOUR AUDIENCE

Think Like a Journalist2. THINK LIKE A JOURNALIST

PRO TIP: IMAGE POSTS *GET UP TO 2X PERFORMANCE

3. INVEST IN STRONG VISUALS

Make Your Pages Mobile Ready4. DESIGN FOR MOBILE

PRO TIP: 75% of Sponsored Updatesengagement comes from mobile

5. ‘FRAME 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 MindsetWHAT GREAT CONTENT LOOKS LIKE

MEASURINGSUCCESS

“Always Be Optimizing”MAKE SURE YOU TRACK YOUR POST TRAFFIC

On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: BRAND AWARENESS

On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: LEAD GENERATION

WE HAVE DEDICATED RESOURCES

FOR YOU TO REFERENCE

REMEMBER THAT WE HAVE AN ENTIRE EBOOK DEDICATED TO THESE TOPICS

Q&A

5 steps to achieving content maturity

• Strategy• Destination• Content • Social Distribution• Amplification

1/ Strategy

Why?

Offer an innovative, valuable and rewarding route to your audience

“We need to differentiate, and offer value-add experience to our clients and prospects.”

1/ Strategy

Who?

Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications

1/ Strategy

How?

Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?

- What channels will work best for you and how will you use them?

2/ Destination

3/ Content is King and Queen

3/ Content Imagery

3/ Content Headline

3/ Content Hierarchy

4/ Distribution

4/ Linkedin Updates

5/ Amplification

Google: PPC advertising YouTube: In-Stream videoTwitter: Promoted Tweets

LinkedIn: Sponsored Update

Outbrain: Syndicated content

Our results after 3 months

Our results after 3 months

“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)

What people are saying…

“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of

global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)

In summary

• Take your business on a journey – be the evangelist• Find out what best works for you• Agree what can be achieved

• How to maintain quality • What frequency can be sustained• Who is responsible

• Test, learn and evolve