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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 challenge:
buyers are
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 information
#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 Customer F
7 Customer G
8 Customer H
Customers and Prospects are More Than Just Numbers in a Database
#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
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
#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
Time period
Popularity
#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
Social
engagement
Higher
quality leads
#CMworld @LinkedInMktg#CMworld @LinkedInMktg
What is LinkedIn doing
to advance relevance?
Highlight types
of content
Quantify
content influence
Provide
recommendations
#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

Editor's Notes

  1.