Building an Engaging Content Strategy
Transcript of Building an Engaging Content Strategy
Building an Engaging Content StrategyJon Lombardo, Content Marketing Lead, EMEA
6 November 2014
6 November 2014
Most engaged tech brands, September 2014 (UK)
• Most Engaged Tech Brands for September. Ranking combines engagement levels for Company
Updates, Sponsored Updates, Employee Shares, Influencer and Employee Posts and Groups
“We often think the internet enables you to do
new things, but people just want to do the same
things they’ve always done.”
Evan WilliamsBlogger, Twitter, & Medium
Building Better Audience Personas
133
246
174
601
Consumer Goods
Corporate
Finance
High Tech
We’re helping you to create data-driven personas
What they do
325
143
116
119
208
126
222
148
208
185
Business Operations
Business Owner
CEO/Executive Director
Founder/Partner
IT/Technology
Marketing Specialist
Advertising & Communications
Retail Locations
Sales
Salesperson
How senior they are
243
215
389
248
230
464
108
CXO
Director
Entry Level
Manager
Owner
Senior Level
Vice President
Building Better Buying Cycles
Top types of information sought in each stage of the IT decision-making process
AWARENESS SCOPE PLAN SELECT IMPLEMENT
Best practices, how-tos, checklists
IT industry news / strategy info
Diagnostics or assessment tools
Product / solution demo / software trial
We’re helping you to nurture data-driven buyers
How they search
119
1264
383
Features
Home
Pricing
Search
Total Visitors14,570
12,804
How they buy
Business Operations
Business Operations
CXO
CXO
High Tech Sector Followers
High Tech Sector Followers
Pricing Page vs. Home Page - Correlations
Pricing
Home
Building Better Content Marketing
LinkedIn Members in the IT Committee segment are talking
about a diverse set of professional topics
web marketing
business intelligence
employee engagement
online advertising
cloud computing
Top Trending Topics (October 2014)
• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 :
gartner.com
• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts
: nytimes.com
• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking
you now : venturebeat.com
• There’s Something Going On In L.A. : techcrunch.com
• Here’s Why Good Employees Quit : linkedin.com
• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com
• Create a Strategy that Anticipates and Learns : blogs.hbr.org
• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes :
forbes.com
• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A
Business : techcrunch.com
Example Articles per Trending Topic
What to produce
1
5
Test your intro
message or
call to action
Test your headline and teaser textTest your image
How to optimise
What Does Engaging Content Look Like?
Reaching the
IT Committee
Nurturing the
IT Committee
Acquiring the
IT Committee
6 November 2014