LinkedIn en Contentmarketing

35

description

De strategische keuze van LinkedIn om zich steeds sterker als contentplatform te ontwikkelen wordt alsmaar zichtbaarder. Zo hebben blogs van influencers een prominente plaats en worden relevante suggesties van Pulse toegevoegd aan de persoonlijke stroom van updates. Ook introduceerde LinkedIn onlangs de Content Marketing Score en de Trending Content-index om voor merken beter inzichtelijk te maken wat het geheim is van een succesvolle contentmarketingstrategie.

Transcript of LinkedIn en Contentmarketing

Page 1: LinkedIn en Contentmarketing
Page 2: LinkedIn en Contentmarketing

2

Once upon a time……..

Page 3: LinkedIn en Contentmarketing

3

They couldn’t tell one consumer from the other

Consumers were a faceless crowd to brands

Page 4: LinkedIn en Contentmarketing

4

Brands dished out content to consumers all at once and consumers had no say in what they were served

Page 5: LinkedIn en Contentmarketing

5

What happened next….

Page 6: LinkedIn en Contentmarketing

6

Consumers drifted awayor lost interest

Page 7: LinkedIn en Contentmarketing

7

Because the content was neither relevant nor engaging to them

Page 8: LinkedIn en Contentmarketing

8

Fast forward to present time

Page 9: LinkedIn en Contentmarketing

9

Page 10: LinkedIn en Contentmarketing

The Human Era

Page 11: LinkedIn en Contentmarketing

11

Page 12: LinkedIn en Contentmarketing

12

Page 13: LinkedIn en Contentmarketing

13

EARNEDEARNEDTRUST + CREDIBILITYTRUST + CREDIBILITY

MUST BE

Page 14: LinkedIn en Contentmarketing

Our mission

Connect the worlds professionals to make

them more productive and successful

Page 15: LinkedIn en Contentmarketing

15

Members comefirst

Page 16: LinkedIn en Contentmarketing

Our Value Proposition

The professional profile

of record

Connect all of the world's

professionals

Identity Networks KnowledgeThe definitive professional

publishing platform

Page 17: LinkedIn en Contentmarketing

Brands Audience

Content

RelationshipsRelationships

Page 18: LinkedIn en Contentmarketing

18

Social networks are now the dominate portals for

discovering content

Content

Page 19: LinkedIn en Contentmarketing

Through the buying cycle

60%

19

Page 20: LinkedIn en Contentmarketing

Key Learnings in Content Sharing

Page 21: LinkedIn en Contentmarketing

Benefits they experience by consuming content on LinkedIn

Enhances Knowledge

StrengthensNetworks

BoostsPersonas

Keeping up with industry News

Discover new ideas within industry

Build relationships with colleagues/clients

Spark conversations

Build professional reputation

Improve current job skills

77%

71%

62%

43%

55%

39%

Page 22: LinkedIn en Contentmarketing

#1: Start with mobile

OK…

Better… This

one’s

best!

Page 23: LinkedIn en Contentmarketing

#2: Be newsworhty

Page 24: LinkedIn en Contentmarketing

24

#3: Test for a compelling message

0.86% Engagement

0.22% Engagement

Page 25: LinkedIn en Contentmarketing

#4: Always include Call for Action

Page 26: LinkedIn en Contentmarketing

#5: Tell Visual Stories

Page 27: LinkedIn en Contentmarketing

27

Importance of being Visual

Page 28: LinkedIn en Contentmarketing

#6: Be Exclusive, share knowledge

Page 29: LinkedIn en Contentmarketing

#7: Be consistent in conversation

Page 30: LinkedIn en Contentmarketing

30

Page 31: LinkedIn en Contentmarketing

31

Page 32: LinkedIn en Contentmarketing

32

CMS addresses Key Questions like:

I really care about a specific audience.Are they engaging?

Are people engaging with my content?

How do I rank against my peers?

How influential am I for a specific topic?

How influential are my employees?

Page 33: LinkedIn en Contentmarketing

33

Page 34: LinkedIn en Contentmarketing

34

Page 35: LinkedIn en Contentmarketing

Marcel MolenaarHead of Marketing Solutions Beneluxnl.linkedin.com/in/molenaarm@mlnr