Content Marketing, a New Business Opportunity through LinkedIn - Afonso Rebelo de Souza, LinkedIn

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Afonso, Content Marketing Evangelist, states his mission is to unlock the global opportunities for brands to market on LinkedIn and work with marketers to demystify the business model behind content.

L Y C R A ® F I B E R M O V E S
Como, 11 March 2016

INDUSTRY JARGON IS ACCEPTED
YOU EXPECT EXPERTISE
THERE'S A CONTRACT
THERE'S A CHAIN OF COMMAND TO DEAL WITH
THE BUYING CYCLE IS LONG
"HIGHER TICKET” – I DO MEAN CASH
LIFETIME CUSTOMER VALUE NEEDS
CONSULTATION
THE B2B WORLD

Top 3 types of content expected
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment updates
Invest Time
Professional Networks
Career information
Branded content
Current news
1
2
3

S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
Members Companies Jobs Skills Schools KnowledgeS C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H

CANADA
11M+
BRAZIL
22M+
EMEA
127M+ SAUDI
ARABIA
1M+
SOUTH
AFRICA
4M+
INDONESIA
4M+
AUSTRALIA
7M+
USA
118M+
UAE
1M+
CHINA
10M+INDIA
31M+
RUSSIA
5M+

More engagement
with content vs. jobs
7x
Content
Jobs

Moving from ads
to knowledge
“LinkedIn has the key connection:
a business audience eager to
engage and a place where brands
can be themselves”
Where brands bring value

The most relevant
professional news and knowledge
Pulse Influencers &
Publishing
SlideShare

Tell visual stories
with SlideShare
Increase search findability

27
Build your knowledge
Discover content that
matters to you

28
Gain insights from top industry leaders

30
Publishing
Platform
1M
Posts
150K+
Posts/Day

31
Organisational
Leadership
Product
Leadership
Industry
Leadership

34
Why should you care?
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

42
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member

47
• Gauge the impact of your presence on LinkedIn
Content Marketing Score
Sponsored
updates
GroupsEmployee &
Influencers
posts
+ + + +
Organic
Updates
Employee
shares

Brock L. Clark is expressing interest in a job involving ice hockey or lost prevention. He has over 20 years of experience in customer service, management, telecommunications, and sports memorabilia. Clark has been involved in ice hockey for 4 decades as a player, coach, referee, and manager. He also has 2 years of experience as a loss prevention and video surveillance specialist at Dunkin Donuts. Clark is skilled in sales, marketing, wiring, team leadership, and using tools and equipment. He is looking forward to discussing the opportunity further.

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1. L Y C R A ® F I B E R M O V E S Como, 11 March 2016

2. Buongiorno

4. INDUSTRY JARGON IS ACCEPTED YOU EXPECT EXPERTISE THERE'S A CONTRACT THERE'S A CHAIN OF COMMAND TO DEAL WITH THE BUYING CYCLE IS LONG "HIGHER TICKET” – I DO MEAN CASH LIFETIME CUSTOMER VALUE NEEDS CONSULTATION THE B2B WORLD

6. Top 3 types of content expected Spend Time Personal Networks Info on friends Info on personal interests Entertainment updates Invest Time Professional Networks Career information Branded content Current news 1 2 3

9. S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H Members Companies Jobs Skills Schools KnowledgeS C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S T H E E C O N O M I C G R A P H

10.

11. million members

12. CANADA 11M+ BRAZIL 22M+ EMEA 127M+ SAUDI ARABIA 1M+ SOUTH AFRICA 4M+ INDONESIA 4M+ AUSTRALIA 7M+ USA 118M+ UAE 1M+ CHINA 10M+INDIA 31M+ RUSSIA 5M+

13. 414M

14.

15. HIRE MARKET SELL WORK

16.

17.

18. Connect to opportunity

19.

20.

21.

22. STAY INFORMED Build your professional brand

23. More engagement with content vs. jobs 7x Content Jobs

24. Moving from ads to knowledge “LinkedIn has the key connection: a business audience eager to engage and a place where brands can be themselves” Where brands bring value

25. The most relevant professional news and knowledge Pulse Influencers & Publishing SlideShare

26. Tell visual stories with SlideShare Increase search findability

27. 27 Build your knowledge Discover content that matters to you

28. 28 Gain insights from top industry leaders

29. 29 Publishing Platform

30. 30 Publishing Platform 1M Posts 150K+ Posts/Day

31. 31 Organisational Leadership Product Leadership Industry Leadership

32. 32 Today’s Reality

33. 33 Target Customer

34. 34 Why should you care? Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

35. 35 (Massive) Missed Opportunity

36. 36

37. 37 Target Customer Relevance Marketing

38. 38 Target Customer Relevance Marketing

39. 39 Create a value exchange

40. 40

41. 41

42. 42 Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member

43. 43

44. 44

45. 45

46. 46 • Gauge the impact of your presence on LinkedIn Content Marketing Score Engagement Audience YOUR BRAND

47. 47 • Gauge the impact of your presence on LinkedIn Content Marketing Score Sponsored updates GroupsEmployee & Influencers posts + + + + Organic Updates Employee shares

48. 48

49. 49

50. 50

51. 51

52. 52

53. 53 T H A N K Y O U Como, 11 March 2016

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