Home / Internet Marketing News / [Infographic] The In-Flight Guide to Content Marketing

[Infographic] The In-Flight Guide to Content Marketing

Marketers who plan appropriately significantly increase their likelihood of success. Seems like a novel concept right?

You’d think so, but unfortunately the day-to-day grind can cause many marketers to lose sight of what’s important and essential for content marketing success. In today’s competitive landscape, everything from your strategy to the actual content experience and the way that you amplify content that is created (or co-created) are key factors in the success of your content program.

To help you take your content to new heights, we have topped into some of the top B2B and B2C marketing minds that will be speaking at this year’s Content Marketing World conference in September. Over the past months we have published a series of eBooks that take a deep dive into the content skills and tactics necessary to meet the needs of the modern customer.

We have also pulled some of the top insights from each of these eBooks into the infographic below for you to keep on hand as a guide for content marketing success. Let this handy in-flight content guide serve as a visual reminder of just what it takes to succeed in content marketing today.

Part 1: Prepping for Your Content Marketing Expedition


Figure out what makes you, your team, and your customers unique. @jayacunzo
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You have a story YOU want to tell, but does your audience care to hear it? @buyerpersona
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Adapt and be fluid with your content scheduling. @amandatodo
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Don’t be so wedded to a content schedule that you miss opportunities in your industry. @markwschaefer
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People are hesitant to contribute content is because they don’t know what to write about. @timwasher
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Part 2: Creating a Memorable Content Experience


Build content based on what they want rather than what you think they want! @IanCleary
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Make the audience the hero of the story you’re telling. @ardath421
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A great content experience starts with a story! @BrennerMichael
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Be Useful. Address the why, the what’s in it for me? for your reader. @JillianHillard
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Develop next-level, pathological empathy for your audience. @MarketingProfs
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Part 3: Making the Most of Your Content Journey


Paid social can help marketers greatly improve their reach and engagement. @justinlevy
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For great distribution, co-creation with influencers is the solution. @leeodden
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Content that is engaging and optimizes the user’s experience is key. Zerlina Jackson
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Work with top experts to co-create content to increase amplification & engagement. @AmishaGandhi
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Better work inherently drives deeper engagement. @Robert_Rose
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Hungry for More Content Marketing Insights?

Below are some additional snackable statistics pulled from Content Marketing Institute and MarketingProfs’ 2017 B2B and B2C Content Marketing reports:

Snackable B2B Stats

  • 28% of B2B companies are in the sophisticated/mature phase of content marketing
  • 55% B2B of companies have small content marketing teams serving the entire organization
  • 42% B2B of companies have experienced management changes that have had a positive impact on the organization’s content marketing
  • 89% of B2B Marketers use content marketing
  • 55% of B2B companies have a small (or one-person) marketing/content marketing team that serves the entire organization
  • 63% of B2B companies are extremely or very committed to content marketing
  • 62% of B2B companies are much more or somewhat more successful with content marketing than they were one year ago
  • 30% of B2B Marketers say it is not clear what an effective or successful content marketing program looks like

Snackable B2B Stats

  • 30% of B2C companies are in the sophisticated/mature phase of content marketing maturity
  • 49% of B2C companies have a small content marketing team serving the entire organization
  • 86% of B2C Marketers are using content marketing
  • 49% of B2C companies have a small (or one-person) marketing/content marketing team that serves the entire organization
  • 60% of B2C companies are extremely or very committed to content marketing
  • 25% of B2C companies are extremely or very successful with their overall approach to content marketing
  • 33% of B2C companies are not clear on what effective or successful content marketing programs look like

To gain access to insights from all 41 Content Marketing World speakers, be sure to download the full series!


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[Infographic] The In-Flight Guide to Content Marketing | http://www.toprankblog.com

The post [Infographic] The In-Flight Guide to Content Marketing appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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