Subscribable content should be a key aspect of your holistic LinkedIn Ads strategy.

 

But why? What is subscribable content? And how do I incorporate it into my LinkedIn Ads strategy?

 

Answers below 👇

 

What is Subscribable Content?

 

Subscribable content is a series of one form of content that you publish regularly and consistently, and that prospects can opt-in for.

 

Prospects “subscribe” and can then be notified when future content becomes available.

 

For example, subscribable content could be:

 

  • A podcast
  • A YouTube channel
  • A weekly livestream
  • An email newsletter
  • A LinkedIn newsletter
  • A webinar series
  • A LinkedIn Company Page/profile
  • And more

 

Why Should I be Using Subscribable Content?

 

On average, it takes 17 meaningful touches with a brand before B2B buyers are ready to make a purchase.

 

The beauty of subscribable content is that it acts as a natural nurture sequence.

 

Consider the traditional strategy of collecting cold leads and then pushing them through an email nurture campaign.

 

These leads typically only wanted the original piece of content they opted in for, not the flood of emails that then follow.

 

Compare that to subscribable content, where prospects opt-in for all current and future content on their own terms.

 

This allows you to stay top-of-mind among an audience who is genuinely interested in what you have to share and who even look forward to your next publication.

 

The difference in outcomes between these two scenarios is one produces cold leads that tend to grow colder with time versus the other that produces warm leads that grow warmer with time.

 

It’s important to note, though, that subscribable content only works here if you consistently stick to a schedule.

 

We recommend publishing subscribable content at least once per week in order to stay top-of-mind.

 

How Should I Use Subscribable Content in My LinkedIn Ads Strategy?

 

Subscribable content is great for outlining a business’s process, providing valuable tips or insights, and helping prospects perform their jobs better.

 

Like we mentioned earlier, it also acts as a natural way to nurture your prospects over time.

 

This type of content, then, should be used to build affinity for your brand.

 

That includes promoting pieces of content in ads and encouraging your audience to follow or subscribe.

 

Once your audience knows who you are and why your organization exists, the next step is to get them to like you over any other solutions/substitutes on the market.

 

That’s where subscribable content comes in.

 

In general, when applied to a traditional three-step funnel, this could be anywhere in the awareness or consideration phases.

 

But know that individual cases may differ, so identify where in your strategy your audience may need a bit more education and nurture before they’re ready to buy from you.

 

What Now?

 

When used near the top- or middle-of-the-funnel in your LinkedIn Ads strategy, subscribable content can be a great way to stay in front of your audience and build affinity for your brand.

 

If you’re not publishing any form of subscribable content, we highly encourage you to start now.

 

If you’re already regularly publishing subscribable content, that’s great!

 

The next step is to incorporate it into your LinkedIn Ads strategy.

 

And if you value minimizing waste in your LinkedIn Ads account so that you can maximize your return, consider booking a discovery call with us at B2Linked.

 

We’d absolutely love the chance to get to work with you!

 

Written by Eric Jones

Eric Jones - B2Linked