Join Brad Batesole for an in-depth discussion in this video Discover content you already have, part of Up and Running with LinkedIn Sponsored Content.
- [Voiceover] A well planned content marketing strategy is the foundation of a successful, sponsored content campaign. According to a 2016 study by the Content Marketing Institute over 94% of B2B companies use LinkedIn for content marketing and this tells us that content marketing is happening on LinkedIn and at significant scale. What this means is that you'll have an audience that turns to LinkedIn as a trusted source for this content. But with so much other content out there you'll really want to put in an effort to create material that resonates with your audience.
Now, if you're thinking that you don't have the time to develop custom content right now it's probably worth taking a look at your existing collateral. You likely have more content than you realize. Now in just a minute I'll walk you through a few ideas to help you brainstorm ways to find and repurpose content. But before we start thinking about where to look I want to reinforce the need to really evaluate the type of content you're creating or repurposing. Not just any content will do so to decide what to promote it's important that we start with a few questions.
First, who is your ideal buyer? Building out personas and segmenting your audience helps to make your marketing message more relevant and timely. Keep in mind, your audience could change over time so evaluate content from the perspective of who's going to be consuming it and when. Next, what are your business goals? Do you want to position your brand as a helpful resource, as a market leader, and so on? You get the idea. Once you know your key goals you can begin to align your content to them which leads to more focused and effective strategies.
And finally, answer the why. Discover a reason why a prospect decides to buy from your company. What objections do they have? And how can you leverage your content to overcome those objections or achieve their needs. So to help you brainstorm let's look at a few key areas where you can repurpose content. And remember, to make sure this content aligns with the questions we just talked about. First, check out the posts on your company LinkedIn page, it's often overlooked but they can contain a lot of great content that may appeal to your target audience.
Second, turn to your blog posts, white papers, ebooks, and any other resources that you've added to your website or other websites. Third, dig through your social media interactions to find photos, videos, and any other material that you may have leveraged at one point or another. If it's still relevant, it's worth considering and don't be afraid to try content that didn't perform so well on other channels or platforms. And fourth, turn to your own internal documentation and emails.
Have you found yourself or others in the company explaining various aspects of your business, your products, answering common questions, and so on? Often times you'll find incredible content in emails you've sent to clients you're pitching, businesses you're trying to align with, and so on. As you leverage previously created content prioritize material that is high quality. Lean towards making recommendations backed up by data, case studies, and industry reports.
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.