Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity.
Content marketing was a hot topic at this year's Cannes Lions festival. But for many B2B marketers, building and distributing content is extremely challenging. Content marketing doesn't end at the publication of that excellent article, webcast, white paper, video, case study, e-book, newsletter, or podcast. Getting it into the hands of the right person is critical. Today, 87 percent of B2B marketers are using social channels to distribute content, with LinkedIn emerging as the dominant social channel for B2B content marketing plans.
Here are four strategies for creating and distributing content on LinkedIn:
But what if a brand doesn't have followers? Or the right followers? At the very minimum, including calls to follow a company page in all outbound materials, using LinkedIn follow buttons, and paid follow ads are simple mechanisms for increasing follower numbers.
And, brands are now no longer limited to delivering content to just their own followers' news feeds. LinkedIn recently unveiled Sponsored Updates, which allows brands to reach targeted members who are not already company followers, effectively opening up a huge new addressable audience.
Brand awareness, customer acquisition, and lead generation are top B2B content marketing priorities. But B2B content marketers have long struggled with the issue of reaching a specific person, not a nameless user, and engaging that user in a conversation through more powerful content and targeting. Today, through the vast tools available and lessons learned from Facebook's innovations in social brand marketing, B2B content marketers can achieve great success by targeting the right content to the right person on LinkedIn. Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity. And when a consumer shares a brand's message, or brand content, on behalf of that brand to their own business network...well, that's "priceless."
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Roger Katz is the CEO and founder of Friend2Friend, a social media technology and solutions company that works with global brands and media agencies. Launched in 2007, Friend2Friend works with over 100 global brands through its offices in San Francisco, New York, Los Angeles, and Barcelona, Spain. During Roger's 20 years working in marketing, strategy, and social media, his career has included management and consulting roles at companies such as Photobucket, Agilent, Brocade, Quantum, Bell Labs, and Pacific Community Ventures, as well as a number of startups. Behind his marketing mind lies deep engineering expertise. He has engineering degrees from Michigan State and UC Berkeley and an MBA from Wharton. He's a cycling fanatic, aspiring guitarist, and (slow) swimmer.
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