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Why LinkedIn is going "all-in" with content marketing

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Jonathan Lister's presentation from our MIXX conference on March 20, 2014.

Jonathan Lister's presentation from our MIXX conference on March 20, 2014.

Published in: Marketing

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  • 1. Why LinkedIn is going “all-in” with content marketing Jonathan Lister VP, North American Sales
  • 2. 60% through decision making process Discover Explore Select Advocate
  • 3. Professional Personal invest time spend time
  • 4. Marketers need to adopt a “members-first” approach to content
  • 5. Influencers
  • 6. 1,825,795 10,929 4,262
  • 7. Long-form Publishing Platform empowering members today
  • 8. 4,635 391 44
  • 9. 328,000Views!
  • 10. The definitive professional publishing platform
  • 11. Changing the mantra from always be closing, to always be helping
  • 12. Marketers Audience Content Relationship
  • 13. 50%87% Use social media for content distribution Effectiveness rating
  • 14. XX%
  • 15. The key ingredient to a better content experience is relevance
  • 16. Customers & Prospects Revenue 1 Customer A 2 Customer B 3 Customer C 4 Customer D 5 Customer E 6 Customer F 7 Customer G 8 Customer H
  • 17. Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  • 18. Groups McGill University Alumni Digital Marketing Innovation Canadian Expats in Asia Occupation Board Member Salesperson Standardized Job Titles Account Executive Function Sales & Marketing Company LinkedIn Industry Internet Size 5000+ Name Soniya Monga Demographics Female Geo Toronto Endorsements Digital Marketing Social Media Marketing Advertising Sales Strategy Following Bill Gates Angela Ahrendts Deepak Chopra Ariana Huffington Connections 2,445
  • 19. Moving from information to insight creates content relevance
  • 20. Staying relevant across devices
  • 21. Mobile is accelerating content consumption 41% of unique visiting members came through mobile apps in Q4 2013
  • 22. Smartphone consumption is always-on 9pm6pm3pm12pm9am6am
  • 23. 3 types of real time relevant content
  • 24. Waiting for the moment
  • 25. In the moment
  • 26. Anticipating the moment Catching trending topics Defining content strategy Time period Popularity
  • 27. How do you know if your content is more relevant? Increased referral traffic Social engagement Higher quality leads
  • 28. What is LinkedIn doing to advance relevance? Highlight types of content Quantify content influence Provide recommendations
  • 29. The future of Content marketing is in your hands
  • 30. Q&A

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