When consumers research brands they already have pre existing preferences By building and maintaining relationships with consumers marketers can move their brands higher up in the consideration set.
Content is the means by which marketers are building these relationships, thereby reaching consumers earlier in the purchasing cycle.
[TRANSITION: The way people consume content has also changed.
Key Message: The traditional news industry is being disrupted and enhanced by the data and technology of online and social platforms. More relevance for consumers is the result. Same paralells to marketing. No longer full control the message and flow and outcome.
Think about the traditional editorial experience and how newspapers work. Essentially there are a hand full of people who pick the 3-4 stories that bubble to the top. These senior editors pick what they think is important for everyone. They have no way of knowing what you are really interested in; what’s most relevant to you.
But social platforms are changing this dynamic.
LinkedIn is becoming a critical destination for news, insights and knowledge – with content that is highly relevant and personalized to you.
Key message: It’s data from your networks and the influence of peer feedback that is enabling more relevance on LinkedIn.
Now, during this major content evolution on the web, these editors are being replaced by your network. News is now greatly shaped by data and technology. With the data and information from your identity and your network, news can now be delivered with much greater relevance than ever before. And this is exactly how we are building our content strategy on LinkedIn. And has big implications on marketing in a b2b context.
Key Message: With more than 1M publishers contributing content to LinkedIn, we are becoming a critical source of news. But we are taking a big twist to the traditional model. We are delivering a personalized professional news experience.
Custom professional news experience Look at who is doing the sharing of content. Who are people like me who are sharing Most relevant across platform to create your custom news experience.
Same relevancy applied to your marketing
One great example of high-quality content that our members really value are our Influencers. High-caliber personalities like the ones you see here are publishing long-form content on LinkedIn, covering a huge range of professionally relevant topics. Users can not only read the content, but also interact and give their opinion on those posts. Now, we’re also opening up this possibility to members like yourself and others at your company, so you can share all your knowledge and expertise with our 300MM members worldwide.
Olivier LeGrand ConnectIn Sydney
Inspiring through content
Head of Marketing Solutions – APAC
The definitive professional publishing
Members engage with and trust content 7×
Top 3 Types of expected content
from brands on LinkedIn
Content is king but context is queen
Billy Ray Cyrus
National Corvette Museum
You Got Served
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013