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Marketing Solutions
Why LinkedIn is going “all-in”
with content marketing
Jonathan Lister
VP, North American Sales
#CMworld @LinkedInMktg
60%
through decision
before they reach
out to companies
Discover
Explore
Select
Advocate
The challe...
Personal networks
invest time
spend time
Professional networks
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Marketers need to
adopt a “members-first”
approach to content
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg
Influencers
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg#CMworld @LinkedInMktgPhoto credit: Min-Chieh Chang
75% of the neurons in our brains process visual ...
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
328,000Views!
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
The definitive
professional
publishing platform
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Changing the mantra from
always be closing, to
always be helping
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Marketers Audience
Content
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Marketers AudienceContent
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Marketers AudienceRelationship
#CMworld @LinkedInMktg
87% Use social media
for content
distribution
#CMworld @LinkedInMktg
Effectiveness
rating50%
#CMworld @LinkedInMktg
XX%
An opportunity to deliver a
much better content
experience
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
The key ingredient to a
better content experience
is relevance
#CMworld @LinkedInMktg
Customers & Prospects
Revenue
1 Customer A
2 Customer B
3 Customer C
4 Customer D
5 Customer E
6 Cu...
#CMworld @LinkedInMktg
Customers & Prospects
Personas mask the richness of your target
#CMworld @LinkedInMktg
Customers & Prospects
#CMworld @LinkedInMktg
The Irrelevant
Content
Experience
#CMworld @LinkedInMktg
Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Groups
Marketing Innovation
with LinkedIn
B2B Online
CM Academy
Standardized
...
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Moving from information
to insight creates
content relevance
#CMworld @LinkedInMktg
#CMworld @LinkedInMktg
information
#CMworld @LinkedInMktg
insights
connections commonalities
engagements
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Not more content.
More relevant content
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
3 types of real time
relevant content
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Waiting for
the moment
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
In the
moment
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
Anticipating
the moment
Catching
trending topics
Defining
content strategy
Ti...
#CMworld @LinkedInMktg
Imagine being able to predict
the next trend that matters to
your customers and prospects
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
How do you know if your
content is more relevant?
Increased
referral traffic
...
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
What is LinkedIn doing
to advance relevance?
Highlight types
of content
Quant...
#CMworld @LinkedInMktg
The future of Content marketing is in your hands
#CMworld @LinkedInMktg
Which path will you choose?
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Why LinkedIn Is Going “All-In” with Content Marketing

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Have you noticed the content marketing moves made lately by LinkedIn? If not, you may be missing out on an opportunity. Find out why we're betting our future on content and how it will affect you.

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Transcript of "Why LinkedIn Is Going “All-In” with Content Marketing"

  1. 1. Marketing Solutions Why LinkedIn is going “all-in” with content marketing Jonathan Lister VP, North American Sales
  2. 2. #CMworld @LinkedInMktg 60% through decision before they reach out to companies Discover Explore Select Advocate The challenge: buyers are
  3. 3. Personal networks invest time spend time Professional networks
  4. 4. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Marketers need to adopt a “members-first” approach to content
  5. 5. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  6. 6. #CMworld @LinkedInMktg Influencers
  7. 7. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  8. 8. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  9. 9. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  10. 10. #CMworld @LinkedInMktg#CMworld @LinkedInMktgPhoto credit: Min-Chieh Chang 75% of the neurons in our brains process visual information
  11. 11. #CMworld @LinkedInMktg#CMworld @LinkedInMktg 328,000Views!
  12. 12. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  13. 13. #CMworld @LinkedInMktg#CMworld @LinkedInMktg
  14. 14. #CMworld @LinkedInMktg#CMworld @LinkedInMktg The definitive professional publishing platform
  15. 15. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Changing the mantra from always be closing, to always be helping
  16. 16. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Marketers Audience Content
  17. 17. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Marketers AudienceContent
  18. 18. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Marketers AudienceRelationship
  19. 19. #CMworld @LinkedInMktg 87% Use social media for content distribution
  20. 20. #CMworld @LinkedInMktg Effectiveness rating50%
  21. 21. #CMworld @LinkedInMktg XX% An opportunity to deliver a much better content experience
  22. 22. #CMworld @LinkedInMktg#CMworld @LinkedInMktg The key ingredient to a better content experience is relevance
  23. 23. #CMworld @LinkedInMktg 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 Customers and Prospects are More Than Just Numbers in a Database
  24. 24. #CMworld @LinkedInMktg Customers & Prospects Personas mask the richness of your target
  25. 25. #CMworld @LinkedInMktg Customers & Prospects
  26. 26. #CMworld @LinkedInMktg The Irrelevant Content Experience
  27. 27. #CMworld @LinkedInMktg Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  28. 28. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Groups Marketing Innovation with LinkedIn B2B Online CM Academy Standardized Job Titles Senior Manager Function Content Marketing Company LinkedIn Industry Technology Size 5000+ Connections 2k Name Jason Miller Demographics Male Geo San Francisco Endorsements Social Media Marketing Blogging Content Marketing Publications Big Marketing Coloring Book Awards Marketo Star on Fire Award
  29. 29. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Moving from information to insight creates content relevance
  30. 30. #CMworld @LinkedInMktg
  31. 31. #CMworld @LinkedInMktg information
  32. 32. #CMworld @LinkedInMktg insights connections commonalities engagements
  33. 33. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Not more content. More relevant content
  34. 34. #CMworld @LinkedInMktg#CMworld @LinkedInMktg 3 types of real time relevant content
  35. 35. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Waiting for the moment
  36. 36. #CMworld @LinkedInMktg#CMworld @LinkedInMktg In the moment
  37. 37. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Anticipating the moment Catching trending topics Defining content strategy Time period Popularity
  38. 38. #CMworld @LinkedInMktg Imagine being able to predict the next trend that matters to your customers and prospects
  39. 39. #CMworld @LinkedInMktg#CMworld @LinkedInMktg How do you know if your content is more relevant? Increased referral traffic Social engagement Higher quality leads
  40. 40. #CMworld @LinkedInMktg#CMworld @LinkedInMktg What is LinkedIn doing to advance relevance? Highlight types of content Quantify content influence Provide recommendations
  41. 41. #CMworld @LinkedInMktg The future of Content marketing is in your hands
  42. 42. #CMworld @LinkedInMktg Which path will you choose?

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