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

June 19, 2015

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The Cannes Lions International Festival of Creativity begins June 21st, kicking off a week-long celebration of creative bravery. It’s a fascinating meeting of the minds across industries and specialties; everyone from health care industry executives to hip-hop artists will be sharing ideas, planning ahead and enhancing their creative skills.

Every year at Cannes Lions, we choose a theme related to the overarching festival theme of creativity and invite our agency partners from around the globe to contribute relevant content. This year, the theme is Creative Effectiveness. Creative Effectiveness is a guiding principle for LinkedIn Marketing Solutions; our mission is to be the most effective platform for marketers to engage creatively with their professional audience.

If you’re attending Cannes Lions this week, stop by the LinkedIn Clubhouse to explore the concept of Creative Effectiveness. If a trip to the French Riviera isn’t in the cards for you this summer, stay connected with our Cannes Lions content hub and follow the conversation on Twitter with #ConnectInCannes.

In the meantime, we hope to spark your creative effectiveness with a look at what your marketing peers are talking about and sharing this week.

Top Marketing Articles to Read This Week:

1. Stop Guessing: Here’s a Social Media Strategy That Works The ideal social media strategy is to find out what your customers want to read and post it where they are likely to read it. It sounds simple, but marketers know it can be an incredibly complex process. In this post on the Quicksprout blog, Crazy Egg founder Neil Patel digs deep into the complexities of delivering the right content to the right people with plenty of stats and external resources to back up his recommendations.

2. 6 Tips for Communicating Content Marketing ROI to Your Executive Team Since content marketing efforts don’t always immediately translate into increased revenue, building a business case for content marketing can be a challenge. Influence & Co. CEO John Hall lays out strategies to explain the benefits of content marketing in terms the C-suite can understand.

3. Go Beyond Infographics: Here’s How to Make a Bigger Impact with ‘Gifographics’ Infographics and videos are a sure-fire way to make information more compelling. In this post from the Content Marketing Institute, Senior Marketing Automation Manager at Symantec Alp Mimaroglu explains how to combine the two to make eye-catching, animated infographics.

4. 9 Landing Page Goofs That Make You Lose Business Speaking of infographics, this Copyblogger infographic from Enchanting Marketing Founder Henneke Duistermaat is both eye-catching and informative (even though it doesn’t move). Find out how to guide your web traffic to your intended destination without them getting stalled out or lost along the way.

5. How to Create LinkedIn Ads That Generate Results for Your Business Social Media Examiner is a great resource for thorough how-to guides, and this one from best-selling author and LinkedIn Coach Viveka Von Rosen is no exception. Dive in and learn how to create, test, and run a LinkedIn Ad campaign.

6. Dealing with Redundant, Out-Of-Date, and Trivial (ROT) Content A huge content backlog can make your site hard to update, hard to navigate, and eventually, it can be hard on your organization’s bottom line. Independent User Experience Consultant Paul Boag explains how to cut the redundant, out-of-date, and trivial (ROT, a fitting acronym) out of your content catalog in this piece for Smashing Magazine.

7. The Blogging Tactic No One Is Talking About: Optimizing the Past Once you’ve eliminated the ROT from your site, optimize your valuable old content so that new users can discover it. This guide from HubSpot’s Manager of Optimization & Growth, Pamela Vaughan, will help you make the most out of your back catalog.

8. How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld It’s a well-known fact that MarketingProfs CCO Ann Handley is incapable of writing a boring sentence. In this interview with TopRank CEO Lee Odden, she talks about the lessons she’s learned in her war against content mediocrity.

9. LinkedIn Offers Users Free Lynda.com Courses for the First Time LinkedIn recently acquired online education company Lynda.com. Re/code Associate Editor Kurt Wagner reports on how LinkedIn's members can benefit from the new partnership.

10. Building a Strong Brand Narrative Brand Growth Management Principal Kelly Kovack explains how to cut through the information clutter and build a compelling brand narrative in this SlideShare. Check it out to see why simplicity beats complexity, the difference between story and narrative, and how to create high-impact visual assets.

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