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.

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

  1. 1. Why LinkedIn is going “all-in” with content marketing Jonathan Lister VP, North American Sales
  2. 2. 60% through decision making process Discover Explore Select Advocate
  3. 3. Professional Personal invest time spend time
  4. 4. Marketers need to adopt a “members-first” approach to content
  5. 5. Influencers
  6. 6. 1,825,795 10,929 4,262
  7. 7. Long-form Publishing Platform empowering members today
  8. 8. 4,635 391 44
  9. 9. 328,000Views!
  10. 10. The definitive professional publishing platform
  11. 11. Changing the mantra from always be closing, to always be helping
  12. 12. Marketers Audience Content Relationship
  13. 13. 50%87% Use social media for content distribution Effectiveness rating
  14. 14. XX%
  15. 15. The key ingredient to a better content experience is relevance
  16. 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. 17. Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  18. 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. 19. Moving from information to insight creates content relevance
  20. 20. Staying relevant across devices
  21. 21. Mobile is accelerating content consumption 41% of unique visiting members came through mobile apps in Q4 2013
  22. 22. Smartphone consumption is always-on 9pm6pm3pm12pm9am6am
  23. 23. 3 types of real time relevant content
  24. 24. Waiting for the moment
  25. 25. In the moment
  26. 26. Anticipating the moment Catching trending topics Defining content strategy Time period Popularity
  27. 27. How do you know if your content is more relevant? Increased referral traffic Social engagement Higher quality leads
  28. 28. What is LinkedIn doing to advance relevance? Highlight types of content Quantify content influence Provide recommendations
  29. 29. The future of Content marketing is in your hands
  30. 30. Q&A

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