Tag: content marketing

How have you used your LinkedIn Company Page?

I recently saw a cool infographic on the portrait of a LinkedIn user in 2013 on Social Media Today, and thought the section on Company Pages was really interesting. Here’s a screen shot:

Infographic LinkedIn Company Pages
Info by PowerFormula.net and Graphics by LizCarverDesign.com screen shot taken from Social Media Today

What hit me was the missing answer to: “How have you used your Company Page?”

OK, so 56.5% of Company Page owners “share status updates with followers”, but the top response to this question should be: “100% engage in regular, meaningful conversation with company followers”.

LinkedIn Company Pages can be a really effective business development tool. In fact, if you follow LinkedIn’s guidance in “Relationships That Drive Results”, then you could find yourself directly communicating with the 80% of LinkedIn users that actually want to connect with the companies in their lives.

LinkedIn advises companies to avoid the pitfall of only talking about themselves, and to share content that is not ‘salesy’, and that delivers a specific benefit to followers. There are many companies on LI that only post inward-looking updates, for example links to their self-published press releases, but equally there are many businesses that use LI fantastically well.

So which brands do you think use LinkedIn Company Pages to great effect? Leave a comment and share positive examples below. 

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“C’mon let’s get on Twitter. It only takes 5 minutes to set up a profile”.

I heard someone say this recently and my heart sank. What made it worse was that it was in response to some negative tweets that this person thought could be “put right”.

I think “let’s suck it and see” has it’s place in marketing and certainly the most innovative brands take risks. If no-one tested the water then the rest of us wouldn’t know it was fine to jump in. But Twitter has been around for 7 years. There are tried and tested approaches that any organisation which has no desire to be a first mover but does want to harness the power of social media, can adopt.

Screen shot of a Twitter feed
Set up a twitter profile and get tweeting, but not before you’ve got a content strategy!

Yes, setting up a Twitter profile might only take 5 minutes but developing a content marketing strategy is a longer process. I’m not talking about writing lengthy documents for the sake of it but even small businesses need to map out the journey they want their digital presence to travel on, or how else will they know they’ve ‘arrived’?

So what questions should the content strategy address?Here’s my list:

  • What are our digital objectives and how do they support the achievement of the overarching business and marketing strategy?
  • What are our key topics and how can each be re-purposed for our target markets?
  • What format should the content take- is it a blog post, a picture, a video or something else?
  • What ‘voice’ should the content be in- is it from the corporate perspective or a customer voice?
  • Where is the content hub- where will all this lovely content sit on the web? We need somewhere to collect and store it
  • What distribution methods will we use- Tweets, Facebook, LinkedIn, Email…?
  • When will we distribute this content?
  • How will we respond to feedback and deal with negativity?
  • Can we automate the process and manage resources through software solutions?

Using these questions as a framework should give you a good grounding for content marketing.

Have I missed anything that’s in your content strategy? Leave a comment…