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How to Use Content Marketing on LinkedIn

July 22nd, 2011 :: Monika Jansen

This entry is part 1 of 4 in the series Using content to market with social media

In the final installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at LinkedIn, which is, unfortunately, the most underutilized social media platform of the Big Three (Twitter and Facebook are the other two).

Sharing useful, interesting content on LinkedIn is just as important as elsewhere, but few people actually do so. Too bad, because LinkedIn is one of the best ways to generate leads, especially if you’re in B2B or B2G.

The reason: It’s so easy to find out who your target audience is, as they (hopefully) filled out detailed profiles when they joined. You know where they work, where they used to work, if you have any shared connections, and so on.

Plus, the people you are connected with on LinkedIn are people you have met personally via work, trade shows, conferences or networking events. They expressed interest in keeping in touch with you because they like you, think you could work together down the road, think you can refer business to each other, or just want access to your connections.

Some of your connections are potential customers, but everyone is a potential referral source if you are active enough. Share anything that positions you as a thought leader (company news is OK to share every once in a while).

What to share:

Blog posts
White papers
Articles
Press releases
Ebooks
Guides

Two more things to do:

Answer Questions

If you click on More in the top navigation bar on LinkeIn, the drop-down menu includes Answers. Answer questions about your industry on a regular basis, and you’ll develop a reputation as an expert and great source of information.

Get Recommendations

It is so easy to forget to do this, but routinely ask for recommendations, which lend credibility and authority. It’s a great way for everyone to see (in their weekly LinkedIn update) how awesome your clients think you are.

Image Courtesy: Flickr user crazyoctopus (Creative Commons)

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Tags: content, content marketing, LinkedIn, Marketing, social media, writing
Posted in Marketing, Social Media | No Comments »

How to Get Started Using Content Marketing on Social Media

July 13th, 2011 :: Monika Jansen

This entry is part 2 of 4 in the series Using content to market with social media

By now, I am sure you’ve heard the phrase “Content is king.” Whether we’re talking about your website or your Facebook page, the only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

In this four-part series on using content to market and generate leads via social media, we’ll take a look at Facebook, Twitter and LinkedIn separately, as you have different audiences on each.

Facebook fans are interested in your product, service and/or company. They like what you’re doing, so there are a lot of potential clients and referral sources on Facbook who want to interact with your brand.

Twitter followers are mostly strangers who are interested in your industry but maybe not you specifically. Tweet broad, industry-specific content (I have generated leads through Twitter this way), with maybe a little about your company sprinkled in. No sales pitches.

LinkedIn connections are people you have met personally via work or networking events. Even as adults, we get judged by the company we keep, and that is no different online. Some are potential customers, but everyone is a potential referral source if you are active enough in your account.

First up, though, you need to create content. The fastest way to do this is by segmenting your target market, listing their pain points, and describing how your company, products and/or services solves those issues.

Now you can write blog posts, articles, white papers, a guide, how to, FAQ, newsletter, etc. based on those pain points/solutions.

One super important thing to remember: Do not publish the same content across social media channels at the same time. Remember, your audience on Twitter is much different from your audience on LinkedIn: Your Twitter followers are mostly strangers while you personally know a vast majority of your LinkedIn connections.

Next up: Content marketing on Facebook

Image Courtesy: Flickr user webtreats (Creative Commons)

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Tags: content marketing, Facebook, LinkedIn, Marketing, social media, Twitter, writing
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How to Use Content Marketing on Twitter

July 19th, 2011 :: Monika Jansen

This entry is part 3 of 4 in the series Using content to market with social media

In the third installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at Twitter, which, due to its viral nature, is the best way to spread your messages like wildfire (of the Big Three, that is: Facebook, Twitter and LinkedIn).

But first, a little review about content from the first post:

When are you marketing yourself online, content is king. The only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

So who’s following you on Twitter? In order to tweet the content they’re interested in reading and retweeting, and maybe even DMing you about, you need to know who your audience is.

Your Twitter followers are most likely complete strangers whose locations span the globe. Depending on your business model, they are not likely to be the best potential customers. Maybe they’re interested in your company, but they are most likely interested in your industry. Therefore, this is the place to share non-company-focused information to gain thought leadership.

Basically, Twitter is an information-dissemination platform more than an engagement tool just due to the vast amounts of tweets being generated 24/7. If you mention or DM an individual or a company, they’ll get an alert via email, a cool new feature I really appreciate that makes it easier to engage on Twitter.

Just be sure that in your 160-character blurb that appears under your name and Twitter handle, you include your blog and website URL so people can learn more about you if they are so inclined.

Here’s what to tweet:

Blog posts that are not company-focused but rather industry-focused
Industry-focused articles, videos, and blog posts
Articles, videos, and blog posts others have tweeted

That’s it. Short list.

One other thing to keep in mind: Do not automate replies to people who follow you. If you want to connect with them, write a personal message. Automated replies smack of laziness and prove you have no clue what you are doing.

Next up: Content marketing on LinkedIn.

Image Courtesy: Flickr user crazyoctopus (Creative Commons)

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Tags: content, content marketing, Marketing, social media, Twitter, writing
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How to Use Content Marketing on Facebook

July 15th, 2011 :: Monika Jansen

This entry is part 4 of 4 in the series Using content to market with social media

In the second installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at Facebook, which is the most fun, engaging and customizable social media platform out of the Big Three (Facebook, Twitter and LinkedIn).

But first, a little review from the first post in case you missed it:

Content is king. Whether we’re talking about your website or your Facebook page, the only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

Before you start sharing content on Facebook, though, you need to know who is on there.

In general, Facebook fans are interested in your product, service, and or company. All of your customers are hopefully fans already (ask them to like you!). Everyone else obviously likes your brand and wants to interact with you. This means they are potential clients and referral sources, which leads to what to share: content that focuses on both your company and industry.

As a platform, Facebook is very community-oriented with a heavy focus on engagement. I like to think of it as a website where your target audience can talk back to you.

Here’s what to share:

Blog posts
White papers
Published articles
Video blogs
Company news
Games
Surveys or quizzes (fun, “test your knowledge” quizzes)
Ebooks

Always ask for feedback on what you are sharing to get discussions going, as it’s a great way to gauge interest in the content you are publishing. Adjust your content marketing strategy accordingly.

One tip that most people don’t think of: Check out what your competitors are doing on Facebook. What can you do differently or better? What about your favorite brands you like on Facebook? What do they do that you can replicate?

Next up: Content Marketing on Twitter.

Image Courtesy: Flickr user marcopako (Creative Commons)

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Tags: content, content marketing, Facebook, Marketing, social media, writing
Posted in Marketing, Social Media | No Comments »