Connect with us


LinkedIn Publishes New Guide on Effective Brand Building Strategies



LinkedIn has published a new guide to help businesses maximize their longer-term branding goals, in alignment with short-term sales targets, in order to improve their overall marketing performance as we look towards the next stage.

The pandemic has obviously impacted all marketing approaches, and as LinkedIn notes, it’s important for brands to keep their longer-term prospects in mind, while also managing immediate pressures.

“Short-term sales activation messages are unlikely to be a hit right now, which is why your brand is more important than ever. Binet and Field are two of B2B marketing’s leading thinkers on brand effectiveness, and they are pretty clear on what works. Brand building – broader messaging that works on an emotional level – is far more effective at driving long-term growth. And that’s exactly what content marketing can help you achieve. Just as importantly, those emotions are absolutely crucial to realising the kind of fame that puts you at the forefront of your audience’s mind.”

With this focus in mind, the new 13-page guide book provides a range of notes on key elements to consider within your branding strategy, and how LinkedIn can help to boost your presence and connection.

LinkedIn first highlights the importance of longer-term building and activation, with many marketers still changing things up too early – which is particularly relevant right now.

LinkedIn Brand Building guide

The guide then provides more direct insights into how you can go about building a more effective, longer-term brand strategy, outlining specific steps and stages within the process.

LinkedIn Brand Building guide

The focus here is on B2B marketing, but many of the notes are largely universal, and will apply to all branding campaigns and strategies.

The guide also outlines more specific steps that you can take to maximize your digital branding efforts.

LinkedIn brand building guide

Many of these steps may seem obvious, but by breaking them down, and providing more insight into the focus of each, that can help to provide a clearer picture of how these elements relate to your approach specifically, and how you can build them into your broader marketing effort.

There are some interesting notes, and they’ll help to get you thinking about your platform strategies, and considering your current planning around these elements.

You can download LinkedIn’s ‘Brand to Demand’ pocket guide here.




UK teen died after ‘negative effects of online content’: coroner



Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.


“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.


“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address