What’s Trending in Marketing: Top Content of the Week

October 31, 2014

Many consider fall their favorite time of the year - the brisk air, the vibrantly colored leaves, and the time to plan your marketing strategy for the quickly approaching new year. Is thought leadership part of your 2015 content marketing strategy? It certainly should be.

When we were interviewing experts for The Sophisticated Marketer's Guide to Thought Leadership, Ekaterina Walter told us “To gain true competitive advantage, it’s not enough to sell a great product. You need to gain people’s trust and touch their hearts. You need to get them to believe in your purpose and create a movement around your mission.”

At LinkedIn, our goal is to help marketers build relationships with people through content that inspires. The Sophisticated Marketer’s Guide to Thought Leadership includes tactical advice and expert insights that enables marketers, regardless of company size or industry, to develop a rock-solid thought leadership strategy – one that, as Jeff Ernst explains, allows people to “buy into your perspective and approach” to solving consumer problems.

We know a common problem for many marketers is finding articles to keep current on what's happening in the industry. Luckily, we've taken care of the search work so you can keep those great ideas flowing.

Top Marketing Articles to Read This Week

1. Is Paid Advertising Worth It? B2B Content Marketers Share Their Insights Did you know that effective B2B marketers use more paid advertising campaigns than less effective marketers? In this post from the Content Marketing Institute blog, columnist Michele Linn shares why marketing leaders consider paid advertising an essential promotion tactic. Michele also discusses which methods tend to have the best ROI.

2. Societal: The Third Dimension Of Modern Day Brand Building Successful marketing campaigns appeal to both the emotional and rational needs of the target audience. But is that enough? In his post on the LinkedIn publishing platform, David Armano explains how focusing on societal needs can help brands make a greater impact with each campaign.

3. How to Use Google Analytics Behavior Reports to Optimize Your Content Do you know how your audience interacts with your website and engages with your content? Social Media Examiner contributor Kristi Hines breaks down Google Analytics’ nine 'Behavior' reporting sections to help you determine which content works best for your audience.

4. Infographic: The Optimal Length for Every Social Media Update and More Is your content too long, too short, or just right? Kevan Lee shares the most effective length of online content, from subject lines to SlideShare presentation titles and everything in between.

5. Your LinkedIn Profile: Why You Need to Revisit How You Look on LinkedIn In this episode of the Social Media Marketing podcast, Michael Stelzner asks “LinkedIn Whisperer” Ron Nash how marketers can create an amazing LinkedIn profile. Learn how top marketers are positioning themselves to achieve the greatest impact, what it takes to write a top-notch summary, and how to strategically leverage images and video.

6. How 9 SaaS Companies Hacked their Growth How do companies seemingly appear out of nowhere and then expand at incredible speeds? Neil Patel, Chief Evangelist of KISSmetrics, explains how marketers can leverage the “growth hacking” tactics of Dropbox, Airbnb, LinkedIn, and Evernote to rapidly attract consumers to their brand.

7. Everyone's Ideal Target Market We all know that in-depth knowledge of our audience leads to more focused content. In this post from the LinkedIn publishing platform, Mathew Slavica discusses the need for marketers to think about ideal engagement scenarios rather than simply trying to create “perfect” content.

8. Viral By Design: 3 Social Media Secrets What does it take to get your consumers and fans to share your content with their social connections? Heidi Cohen reveals three secrets marketers can use to compel their audiences to click the share button.

9. The Value of Keeping the Right Customers We all like the idea of novelty; new campaigns, new leads and new customers. But are we showing our existing customers enough love? When customer retention rates increase by as little as 5%, profits increase 25% to 95%. In this article on the Harvard Business Review Blog Network, Amy Gallo and Jill Avery discuss how marketers can use “churn rates” to better manage customer relationships.

10. Create A Great Social Media War Room Both small and large brands can create memorable experiences for customers by capitalizing on live events. In this SlideShare presentation, Amber Horsburgh provides marketing teams with a step-by-step guide for capitalizing on real-time marketing opportunities.

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