Post by account_disabled on Oct 14, 2023 15:54:44 GMT 10
New York-based Knotch is a content intelligence platform that helps companies measure the sentiment and engagement of the content they publish. The company works with enterprise-level brands but is branching out to attract SMBs and smaller content teams.As it expands its reach to content marketers across a broader landscape, Knotch turned to LinkedIn to help drive engagement for its larger campaigns and special content offerings. The company needed to not only expand its lead-gen efforts but do so through results-driven messaging.While Knotch was already familiar with LinkedIn, it needed to go beyond the realm of general engagement. They decided to experiment with LinkedIn paid ads. “We use LinkedIn organic social to post a regular schedule of curated and original content,” said Liz Lowman, Senior Director of Marketing at Knotch. “We needed an extra push for our bigger events, news and things like that.
Knotch created a high-value piece of content Phone Number List titled The 2020 State of Content Careers Report.” Using a curated list of potential leads, the company promoted the report through a series of LinkedIn ads. The team relied on LinkedIn’s targeting tools to define job titles and company sizes, ensuring a relevant audience would see the report offer.In addition to high-level targeting, Knotch also varied ad creatives, and tracked enagement across each. They leveraged top-performing ads into refined targeting to put their ebook in front of content marketers, while also linking the authority of their collateral to the Knotch brand and platform.“We’ve promoted events and things with LinkedIn in the past, but this was our first time using the platform to promote a piece of content of this caliber,” Liz said. “We weren’t quite sure what the expected number of leads would be, but I can tell you that we were blown away by what happened.
Knotch saw prolific engagement for its report and attracted content marketing professionals from across industries and organizations. Not only was it a win for the company’s outreach strategy, it was a test balloon for future paid advertising success on LinkedIn.Beyond quantity, the company enjoyed a high level of interest from quality leads. “We got a lot of people to respond, but the number of them interested in pursuing Knotch was what was really exciting,” Liz said.The jump from routine posting and organic content was a big one for Knotch—but so was its decision to produce a high-value piece of collateral. The State of Content Careers showcased the brand’s ability to promote content to a targeted group and see results. The experience has helped Knotch pursue a more successful paid advertising approach.This one offers free sheets and pillowcases. This one asserts that free sheets are a scam and it’s the mattress that matters. This one says it’s half the cost but the same quality as the others. How do you choose?
As shoppers, we know the obvious answer: reviews and recommendations. No advertiser claim can inspire as much trust as hearing straight from other customers — especially if those customers are peers.
Odds are you have participated in this “review economy” as a B2C customer. But there’s increasing evidence that B2B decisions are influenced even more by reviews and recommendations than B2C.
“We gathered a pretty decent amount of leads from The State of Content Careers,” Liz said. “Since then, we’ve found a lot of success in LinkedIn paid ads—specifically for high-value content pieces for our larger events or webinars, such as our Insight 2021 conference.”
Knotch created a high-value piece of content Phone Number List titled The 2020 State of Content Careers Report.” Using a curated list of potential leads, the company promoted the report through a series of LinkedIn ads. The team relied on LinkedIn’s targeting tools to define job titles and company sizes, ensuring a relevant audience would see the report offer.In addition to high-level targeting, Knotch also varied ad creatives, and tracked enagement across each. They leveraged top-performing ads into refined targeting to put their ebook in front of content marketers, while also linking the authority of their collateral to the Knotch brand and platform.“We’ve promoted events and things with LinkedIn in the past, but this was our first time using the platform to promote a piece of content of this caliber,” Liz said. “We weren’t quite sure what the expected number of leads would be, but I can tell you that we were blown away by what happened.
Knotch saw prolific engagement for its report and attracted content marketing professionals from across industries and organizations. Not only was it a win for the company’s outreach strategy, it was a test balloon for future paid advertising success on LinkedIn.Beyond quantity, the company enjoyed a high level of interest from quality leads. “We got a lot of people to respond, but the number of them interested in pursuing Knotch was what was really exciting,” Liz said.The jump from routine posting and organic content was a big one for Knotch—but so was its decision to produce a high-value piece of collateral. The State of Content Careers showcased the brand’s ability to promote content to a targeted group and see results. The experience has helped Knotch pursue a more successful paid advertising approach.This one offers free sheets and pillowcases. This one asserts that free sheets are a scam and it’s the mattress that matters. This one says it’s half the cost but the same quality as the others. How do you choose?
As shoppers, we know the obvious answer: reviews and recommendations. No advertiser claim can inspire as much trust as hearing straight from other customers — especially if those customers are peers.
Odds are you have participated in this “review economy” as a B2C customer. But there’s increasing evidence that B2B decisions are influenced even more by reviews and recommendations than B2C.
“We gathered a pretty decent amount of leads from The State of Content Careers,” Liz said. “Since then, we’ve found a lot of success in LinkedIn paid ads—specifically for high-value content pieces for our larger events or webinars, such as our Insight 2021 conference.”