From the course: B2B Marketing on LinkedIn

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Design an effective LinkedIn content strategy

Design an effective LinkedIn content strategy - LinkedIn Tutorial

From the course: B2B Marketing on LinkedIn

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Design an effective LinkedIn content strategy

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- [Instructor] I've worked with many companies whose sales process is 12 to 18 months or longer due to selling enterprise software where annual subscriptions are the norm. So as a marketer, where do you even start? Well, let's break it down. In the traditional marketing funnel, there are three main stages. First is the top of the funnel or the Awareness stage. Second is the middle of the funnel or the Consideration stage. And lastly is the bottom of the funnel or the Conversion stage. In the top of the funnel, your audience is cold and your goal is to raise awareness. Prospects don't know anything about you yet, so talking about your awards or your free trial doesn't mean anything to them. Here, you want to use awareness content where your goal is to gain their attention and make them aware of you. Choose content that speaks to their pain points or their current situation. For example, when marketing to marketing leaders, your content can speak to recent marketing trends or new…

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