LinkedIn’s Megan Golden on Building a Blockbuster Content Marketing Strategy

LinkedIn’s Megan Golden on Building a Blockbuster Content Marketing Strategy

“The good news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” Megan Golden, group manager of LinkedIn’s* global content and social media marketing, said in the opening of her session at Content Marketing World last Thursday. But it’s safe to say that if you work in B2B, LinkedIn has to be in that mix. Hosting more than half a billion professionals, and boasting unparalleled targeting capabilities, the platform is tremendously powerful for those who know how to use it. No one knows better than LinkedIn’s own marketers. After all, effective content needs to entertain, so which better examples to follow than cherished box-office boomers like Star Wars and The Avengers? “They’re monetizing their back catalogue by understanding what’s worked,” Megan says. (Think about how much revenue Disney drives through merchandise.) In order to execute the B2B blockbuster strategy, you need to find out what your audience loves. Tried and True Tips for Marketing on LinkedIn Film studios like Disney invest significant resources into test screenings, surveys, and research to determine what will hit home with viewers, because missing the mark is very costly. When it comes to marketing on LinkedIn, she saved us some of the work by sharing insights gleaned from her team’s experimentation on the platform.

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LinkedIn's Megan Golden at Content Marketing World

“The good news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” Megan Golden, group manager of LinkedIn’s* global content and social media marketing, said in the opening of her session at Content Marketing World last Thursday.

“The bad news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” she added.

It’s true. We’re inundated with options for trying to reach our audiences these days, making it a challenge to narrow focus and find the right mix. But it’s safe to say that if you work in B2B, LinkedIn has to be in that mix. Hosting more than half a billion professionals, and boasting unparalleled targeting capabilities, the platform is tremendously powerful for those who know how to use it.

No one knows better than LinkedIn’s own marketers. During her presentation, Megan pulled back the curtains to provide an inside look at tactics her team has developed and refined over the years.

It starts with a nod to Disney.

Embracing the Blockbuster Model

When Megan talks about shifting to a “Blockbuster Strategy,” she’s certainly not talking about the defunct video rental chain. Instead, she’s referring to the approach used by film studios like Disney to capitalize upon their most valuable franchises. After all, effective content needs to entertain, so which better examples to follow than cherished box-office boomers like Star Wars and The Avengers?

Disney's Blockbuster Movie Schedule

As the timeline above depicts, Disney’s roadmap is structured largely around sequels, spinoffs, and sagas. The volume of net-new content makes up only a fraction of the release schedule. And clearly, it’s working.

“They’re monetizing their back catalogue by understanding what’s worked,” Megan says.

Three Principles of B2B Blockbuster…

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