Introducing the LinkedIn September Webcast series

Three sessions to map out your approach to content strategy, execution and optimisation.

September 8, 2015

Content marketing is no longer just a buzzword, a trend or a theme. It’s become fundamental to how businesses connect with their target audiences; it’s become hard-wired into the decision-making process in B2B; and it’s become a key objective for every marketer to deliver the right content to the right audiences at the right time, and with the right impact on the bottom line. For these reasons, content marketing can’t simply involve producing content. You need a clearly defined strategy and structure for your content efforts, a plan to enable distribution, amplification and optimisation, a clear set of objectives and specific KPIs to report against.

That’s why I’m excited to be hosting the LinkedIn Marketing Solutions webcast series, which we’ve put together to help marketers explore all aspects of content strategy, execution and optimisation. We’ve assembled a top line-up of content marketers, strategists and thinkers for September, and in three weekly webcasts we’ll be asking them for their answers to key questions such as:

  • Why is content marketing so important?
  • How does content influence buying decisions today?
  • How can you create content that cuts through the noise and stands out?
  • How can you put the right content in front of the right audience?
  • How can you measure success and ensure content delivers against your objectives?

Our first webcast takes place on this Wednesday September 9th, when Mathew Greenlay from Aberdeen Asset Management joins me to explain how his business has generated more than 65,000 engagements on social media, and more than 2 million views on YouTube. Aberdeen Asset Management effectively owned the UK audience on LinkedIn throughout the period of its content-led campaign and drew rave reviews from our members for the quality of its content – so Matthew is somebody well worth listening to.

We’re following up Wednesday’s webcast on September 16th, when I’m joined by AJ Wilcox, who founded the content agency B2Linked and is one of the foremost thinkers when it comes to targeting B2B audiences at scale on our platform. Then, on September 23rd, we’ll be hosting Newscred’s Marcus Stoll and getting his thoughts on content marketing ROI: how to set the right objectives for your content, and how to measure your progress against them. In each session, we’ll have a 20 minute Q&A for your and your peers to share your thoughts.

You can register for all three of our September webcasts at our webcast series homepage