Welcome to the Funnel - Social and Content Distribution Strategies
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  • Don’t just do social campaigns, make every campaign social.
  • It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy.
  • Mobile is driving content consumption. As you’d expect, our LinkedIn usage data reflects these same trends.Increasingly, we’re seeing our members access LinkedIn and professionally-relevant content away from the desktop.So mobile is at the very center of our content strategy. There’s more content consumption on mobile device vs. desktop. So we completely started from scratch with our mobile experience to take into the user experience first and foremost.
  • And when you look at the member usage data, you see unique patterns for desktop, mobile and tablet, and we tailor the experience accordingly.  Mobile and Tablet together provide an early morning spike, during the ‘coffee’ part of the day. Mobile holds steady all day, as connected professionals stay glued to their phones. And then during the ‘couch’ phase in the evening, you see this dramatic spike in Tablet use. Sponsored Updates work seamlessly across all devices, so they ensure you’re going where your audience goes. Sponsored Updates give you a powerful way to reach LinkedIn members no matter what device they’re using: smartphone, desktop, or tablet. Keep all these devices in mind to deliver LinkedIn members the best experience possible.
  • 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
  • Nancy Duarte ExampleCulture Code: Hubspot, SpotifySlideshare/culturecodeNewCatagorizatoin on homepage – Discover SS content and follow catagories. Focusing on content discoverablilty.

Welcome to the Funnel - Social and Content Distribution Strategies Welcome to the Funnel - Social and Content Distribution Strategies Presentation Transcript

  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Marketing Solutions Welcome to the Funnel Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 2 1 of every 3 Professionals on the Planet is on LinkedIn
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Jobs Content 6XContent pages receive 6X the page views vs. job pages.
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 4 The Definitive Publishing Platform Professional
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 5 Brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content Target Publish Extend Target with accuracy to reach a high quality audience Publish relevant content in a professional context Extend through social sharing and extend quality traffic and data to your sites
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 6 Target with Accuracy Using authentic data Who they are Who they know What they do Their profile Their connections Their behavior
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 7 Achieve your objectives With LinkedIn Publish Extend Target Generate Awareness Generate Traffic and Leads Drive Consideration & Preference Drive Advocacy Build Community
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 8 Let’s Talk About Content…
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 9
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 10 Discover Explore Select Advocate 60%
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 11
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions It’s up to marketers to deliver a better content experience
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 13 The key ingredient to a better content experience is relevance
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 14 Not more content more relevant content
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 15 Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 16
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 17
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 18 Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula:
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 19
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 20
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake 21 The Blogging Food Groups Categories
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 22
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Repurpose Content 23
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Repurpose Activity Blogs Slide Presentation Webinars Videos Infographics Content Choose your content How it would be used in a blog How it would be used in SlideShare How it would be used in a webinar How it would be used in a video How it would be used in a infographic Think of a piece of content from the wheel to the right and how it could be repurposed into the other parts of the wheel. 24
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The only art I’ll ever study is stuff that I can steal from. - David Bowie
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 26 Who’s Doing it Right? (The Big Rock)
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 27 Who’s Doing it Right? (Twitter w/ custom image)
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 28 Who’s Doing it Right? (Going Visual)
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 29 Who’s Doing it Right?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30 Who’s Doing it Right? (The Webinar)
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions When we need that extra push…
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 32 Inbound + Outbound = Awesomeness (Sponsored Update)
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 33 41% of unique visiting members came through mobile apps in Q4 2013 Mobile is accelerating content consumption
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 34 Smartphone consumption is always-on 9pm6pm3pm12pm9am6am
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions35 The visual is the new headline!
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The Infographic is not Dead. Claiming that Something is Dead, is. 36
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Visual Kicks Text’s A** 328,000 Views! Going Visual 37
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Empowering Advocates 38
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions How do you know if your content strategy is working? Increased referral traffic Social Engagement Higher quality leads
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions It's not who does it first, it's who does it best.. - David Bowie
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 41
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The Sophisticated Marketers Guide to LinkedIn Podcast: SlideShare Big Rock Content repurposed into “Turkey Slices” 42
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions eBooks Blogs: 43
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44 infographics
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 45 The Webinar Physical Book
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 46 Take it Global
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm 47 Interested in Content Marketing on LinkedIn?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions I Love You All. Goodnight! Now go create some bloody good content!