Live Webinar: Creating a Winning Content Strategy for Sponsored Content
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The document outlines strategies for creating an effective content marketing plan for sponsored content, focusing on the three key phases: develop, distribute, and optimize. It emphasizes the importance of building a content calendar, aligning advertising with marketing goals, and utilizing best practices for messaging and engagement. The document also provides guidelines for content frequency, A/B testing, and performance benchmarks on LinkedIn.
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
- 1. Creating a Winning Content Strategy for Sponsored Content ©2013 LinkedIn Corporation. All Rights Reserved.
- 2. Introductions Amanda Green Content Campaign Strategist LinkedIn Caitlin Morrison Senior Ad Strategist LinkedIn Nicholas Maalouf Account Manager LinkedIn
- 3. 3 Agenda • Building Your Content Calendar • Advertising with a Purpose • Developing Messaging that Resonates • Creating Best-in-Class Content
- 4. The three key phases of content marketing 1. Develop 2. Distribute 3. Optimize
- 5. 1. Develop 2. Distribute 3. Optimize Develop your content strategy
- 6. 6 Building Your Content Calendar
- 7. 7 • Plan your content resources • Provide visibility for internal teams • Prevent a lapse in conversation with your audience • Measure trends in engagement and performance Why build a content calendar?
- 9. 1. Develop 2. Distribute 3. Optimize Distribute content through proper channels
- 10. 10 Advertising with a Purpose
- 11. 11 Marketing Goals Brand Awareness Lead Generation Does your advertising match your goals?
- 12. Who is this for? Where are they in the buyer’s journey? How does this make them more productive and successful? How will we measure success? Map every piece of content to your mission statement by asking four key questions
- 13. Thought Leadership Blog Post Rich Media/ Infographic Examples of content for branding
- 14. Webinar Whitepaper Form Fill Examples of content for lead generation
- 15. 1. Develop 2. Distribute 3. Optimize Optimize program for effectiveness
- 16. 16 Developing Messaging that Resonates
- 17. 17 Types of Sponsored Content
- 18. 18 Anatomy of an effective post
- 19. 19 • Image - Select a compelling visual that’s descriptive and accurately reflects your content. • Headline - Include a call to action, a snackable stat, or a thought-provoking message. • Teaser Text - Pique interest with an intriguing message to draw your audience in. Provide transparency and context. • Messaging - Use language that is relatable to your target demographic. Strongest elements of Sponsored Content
- 21. 21 Write copy that creates a “curiosity gap” Too vague, and nobody cares. Too specific, and nobody needs to click. - Peter Koechley, Cofounder, Upworthy
- 22. 22 Optimize for mobile 149 characters (150 cutoff) Link in the body Large Image Format
- 23. 23 Use concise, interactive copy to drive interest
- 24. 24 Best practices for content frequency • LinkedIn members can see up to 4 unique posts from an advertiser in a 48-hour period • It is important to run 4 creative variations in any live campaign to take full advantage of the distribution settings • Fresh content should be rotated into the campaigns 1-2 times a month • Sponsored Content generates more followers to your Company Page. Continue to post organic content as well to engage with those members.
- 25. 25 Effective A/B testing • Ad variations can be represented through minor changes in copy or images • It’s important to focus on one ad element when creating a set of ad variations
- 26. 26 Standard format Sponsored Content
- 27. 27 Rich media/large image Sponsored Content
- 28. 28 Relevancy Score • Relevancy Score = Bid x Engagement (CTR)
- 29. 29 LinkedIn performance benchmarks • CTR: .30% • Engagement Rate: .40%
- 30. 30 Presentation recap • Build a content calendar to plan resources, provide visibility and measure trends • Align advertising with the proper distribution method and target audience • Leverage creative best practices to drive results
- 31. Q&A
- 32. Thank You