Join Brad Batesole for an in-depth discussion in this video Develop new content, part of LinkedIn Sponsored Content (2016).
- [Voiceover] Full-funnel Marketing is about using content to stay top of mind with prospects throughout the buyers journey. Top of the funnel content aims to get in front of your target audience even when they are not in the market for your offerings. At bottom of the funnel content nurtures prospects until they're ready to purchase. As you build out a complete content strategy, Do so by considering what part of the funnel the content is for. You wanna make sure that you have full-funnel content coverage. Consider that people on average consume 10 plus pieces of content before making a purchase decision and that means you really need to promote a lot of content to introduce your brand, build trust provide helpful information and ultimately inform a purchase decision.
This is known as nurturing your lead. Slowly moving them through the purchase funnel with more and more targeted content to lead them towards that purchase decision. And to get here, you'll likely need to develop new content after maximizing the content you already have. And it can be hard to get a new content strategy off the ground. Especially if you don't have any data as to what's worked for your brand before. So a great place to start is to write about things that interest LinkedIn members.
In a recent survey, LinkedIn asked members to site the primary reasons they follow companies on LinkedIn, and the results showed that 76 percent of members wanted to stay informed on the industry. 63 percent wanted to stay up-to-date on latest news from the company. And 49 percent wanted to learn more about the company's products and or services. What we see is a strong bias towards industry news, company news and information about products and services.
And this doesn't come as too much of a surprise. People come to LinkedIn to better themselves So Industry News is very important. There also increasingly consuming more content to make purchase decisions so product and company news is also just as important. But, we know that a sales rep. wouldn't just walk up to a prospect at an industry event and asked for a phone number or for a credit card to make a sale right then and there. This doesn't work, because there is no relationship yet. And the same rule applies to Content Marketing.
Serving up one sponsored update to a prospect at the bottom of the funnel is like asking for their phone number or credit card number without first making an introduction to yourself and your product or service. You need to deliver relevant content at every step of the buyer's journey. And the best way to engage with professionals on LinkedIn, Is to start by developing content relevant to their industry and your product and services as we just learned. Top of funnel info-graphics and slide show presentations are a fantastic starting place.
Create pieces with your companies perspective on the latest industry news and drive awareness around your brand and any mentions that validate what your doing. Continue working towards the bottom funnel content. Such as e-books, webinars and white papers. In other words, offer low friction content to prospects at the top of the funnel, and reserve your high friction material to those closer to converting. Now I'm going to leave you with this chart from the Sophisticated Marketers Guide to LinkedIn.
It's a wonderful one page overview that outlines ideas for what to share, the objectives key metrics and action items. It's a fantastic way to get started as you brainstorm creating new content for your Content Marketing in-devours. I'm going to leave a link to the e-book on the screen but you can also find it with a quick Google search.
Find more ways to leverage the world's largest professional network with our other LinkedIn training courses.
Skill Level Beginner
Q: This course was updated on 05/18/2016. What changed?
A: We updated eight tutorials to reflect changes to the LinkedIn interface and the workflow around Sponsored Updates.