What’s Trending: Achieve the Improbable

January 27, 2017

Surreal Image of Swimmer Swimming Across a Road

Many popular video games have cheat codes: secret passwords that let your character do incredible things. For example, you could get rid of gravity, walk on walls, or swim across solid ground. When you know the secrets, it’s easy to do the impossible.

We want to help marketers do the equivalent of swimming down the road, developing innovative new ways of solving problems. So we’re here to share as many of our cheat codes as we can. On February 1st, I’ll be hosting a Secret Sauce to Marketing on LinkedIn webinar. I hope you’ll join us for a look behind the scenes, under the hood, and in our secret recipe vaults.

In the meantime, this week’s trending marketing content can help you begin to do the improbable. Read on to learn how to up your content output without sacrificing quality, the essential foundations of a good content marketing strategy, and more.

What’s Trending in Marketing This Week:

1. The Subterranean Foundations of Any Good Content Marketing Strategy

Content marketing strategy is complex, but the underlying principles of effective content marketing are simple. To give your strategy a firm foundation, adhere to these three principles from Rainmaker Digital VP Robert Bruce.

2. How to Create a Social Media Content Calendar

Supremacy Marketing Co-Founder Dhariana Lozano shares how to plan out your social media strategy up to a year in advance with this detailed tutorial, which includes templates to get you started.

3. Social Media Sharing Is Not Content Marketing

“Brands need to first develop their own digital content platforms, then look at social as a means of distribution.”

Social media is vital for content amplification, but it can’t be the central (or only) pillar of your strategy, says Marketing Insider Group CEO Michael Brenner. Michael argues that it’s better to focus on building a hub for long-lasting content rather than relying on short-lived social media posts.

4. The 7 Worst Reasons for a Content Marketing Campaign

Content marketing is the right thing to do—unless you’re doing it for the wrong reasons. Misplaced motivation can lead to skewed expectations and, ultimately, a flawed strategy. So it’s best to avoid these missteps, as outlined by Onboardly CEO and Co-Founder Renée Warren.

5. Content to Close: How Great Content Can Dramatically Increase Closing Rates

With the rise of account-based marketing, sales and marketing need to be more closely aligned than ever before. In this video, Marcus Sheridan (President, The Sales Lion) takes a sales perspective on marketing content, giving marketers much-needed context while proving that content can and does drive revenue.

6. The Greatest Content Marketing Case Study in History

Can a B2B marketing campaign be bold, splashy, and emotionally moving? Can a lab equipment company bring customers to happy tears? Marketing consultant Mark Schaefer shares his favorite content marketing case study, an inspiration to B2B marketers everywhere.

7. How to Produce 300 High-Quality Articles a Year: An 8-Step Process

WebProfits Co-Founder Sujan Patel goes deep into strategy in this guide, explaining how to create content in quantity without sacrificing quality.

8. Are You Writing Too Much Content?

This may seem like an odd companion piece to the previous entry, but it’s focused on length of individual content pieces, not overall quantity. Disruptive Advertising CEO Jacob Baadsgaard shares results of his company’s research into content word count, discovering that longer content isn’t always the best way to convert an audience.

9. 5 Tactics to Make Sure You Never Run Out of Content Ideas

Make sure you have enough compelling ideas to fill out your 300-post calendar with these tips from Crate CEO & Co-Founder Ross Simmonds.

10. Understanding the Metrics that Drive Real Business Impact

Make sure your content strategy includes the right measurement and analysis with this webinar deck from LinkedIn’s Cassandra Clark and Megan Golden.

For more advice and insight to accomplish the improbable, subscribe to the LinkedIn Marketing Solutions blog.