How well you plan your content marketing strategy will determine the success of your Sponsored Content campaign. Irina Skripnik details how LinkedIn is an effective marketing platform that you cannot ignore.
- [Instructor] A well-planned content marketing strategy is the foundation of a successful sponsor content campaign. According to a 2016 study done by the Content Marketing Institute, over 94% of B2B companies use LinkedIn for content marketing and 66% find LinkedIn to be an effective marketing platform, which is at the top of the social media platforms. This tells us that content marketing is happening on LinkedIn and at a significant scale. Now, what this means is that you have an audience that turns to LinkedIn as a trusted source for this content. To put an effort to create resources that are helpful for your audience.
Now, if you're thinking that you don't have the time to develop the custom content right now, it's probably worth taking a look at your existing creatives. You can likely leverage a lot of the content that you already have today, and you may not realize it. Let's take a look at a few ideas to help you brainstorm ways that you can repurpose your content today. First, who is your ideal buyer? Now, building out the persona and segmenting your audience helps your marketing message be more relevant. Keep in mind that your audience can change over time, so evaluate your content from time to time, especially in the perspective of who your audience is and when they're consuming it.
Next, what are your business goals? Do you want to position your brand as a helpful resource, as an advisor, or a market leader? You know your key goals, so you can best align your content to them, which leads to a much more focused content strategy. Finally, answer the why. Discover a reason why a prospect decides to buy from your company. What do they find so unique? So, to help you brainstorm, let's take a look at a few key areas where you can repurpose content and remember to make sure that the content aligns with the questions we just talked about.
First, check out the posts on your LinkedIn company page. It's often overlooked, but they can contain a lot of really great content that may appeal to your audience. Second, turn to your blog posts, white papers, ebooks, and even webinars. Third, dig through your social media interactions to find photos, videos you've used in the past. Lastly, turn to your own internal documentation and emails, things that you can be using with your internal sales teams. Now, oftentimes you'll find useful content in the emails that you've sent to clients or the pictures that you've done inn the past.
As you leverage previously created content, prioritize the material that is highest quality and lean towards content that features data, case studies, and industry reports. Now, take a moment to think about the questions we just covered and assess the content that you already have and what you can repurpose.
- Discovering content you already have
- Developing new content
- Promoting content through your employees
- Creating a campaign
- Navigating the Campaign Manager ads platform
- Creating a new Sponsored Update campaign
- Creating a new Lead Gen Form campaign
- Setting a budget and schedule for your campaign
- Adding conversion tracking to a campaign
- Campaign reporting
- Optimizing your campaign
- Rich media and targeting best practices