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Why LinkedIn Is Going “All-In” with Content Marketing
The document discusses LinkedIn's shift towards a content marketing approach focused on relevance and a 'members-first' strategy, emphasizing the importance of meaningful engagement over mere sales tactics. It highlights that buyers often make decisions through their professional networks and that marketers should leverage this by delivering timely and relevant content. The document suggests that measuring content effectiveness requires assessing referral traffic, social engagement, and lead quality.
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Why LinkedIn Is Going “All-In” with Content Marketing
- 1. Marketing Solutions Why LinkedInis going “all-in” with content marketing Jonathan Lister VP, North American Sales
- 2. #CMworld @LinkedInMktg 60% through decision beforethey reach out to companies Discover Explore Select Advocate The challenge: buyers are
- 3. Personal networks invest time spendtime Professional networks
- 4. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Marketersneed to adopt a “members-first” approach to content
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- 10. #CMworld @LinkedInMktg#CMworld @LinkedInMktgPhotocredit: Min-Chieh Chang 75% of the neurons in our brains process visual information
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- 14. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Thedefinitive professional publishing platform
- 15. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Changingthe mantra from always be closing, to always be helping
- 16. #CMworld @LinkedInMktg#CMworld @LinkedInMktg MarketersAudience Content
- 17. #CMworld @LinkedInMktg#CMworld @LinkedInMktg MarketersAudienceContent
- 18. #CMworld @LinkedInMktg#CMworld @LinkedInMktg MarketersAudienceRelationship
- 19. #CMworld @LinkedInMktg 87% Usesocial media for content distribution
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- 21. #CMworld @LinkedInMktg XX% An opportunityto deliver a much better content experience
- 22. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Thekey ingredient to a better content experience is relevance
- 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. #CMworld @LinkedInMktg Customers &Prospects Personas mask the richness of your target
- 25. #CMworld @LinkedInMktg Customers &Prospects
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- 27. #CMworld @LinkedInMktg Speak tothe dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
- 28. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Groups MarketingInnovation 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. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Movingfrom information to insight creates content relevance
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- 33. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Notmore content. More relevant content
- 34. #CMworld @LinkedInMktg#CMworld @LinkedInMktg 3types of real time relevant content
- 35. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Waitingfor the moment
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- 37. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Anticipating themoment Catching trending topics Defining content strategy Time period Popularity
- 38. #CMworld @LinkedInMktg Imagine beingable to predict the next trend that matters to your customers and prospects
- 39. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Howdo you know if your content is more relevant? Increased referral traffic Social engagement Higher quality leads
- 40. #CMworld @LinkedInMktg#CMworld @LinkedInMktg Whatis LinkedIn doing to advance relevance? Highlight types of content Quantify content influence Provide recommendations
- 41. #CMworld @LinkedInMktg The futureof Content marketing is in your hands
- 42. #CMworld @LinkedInMktg Which pathwill you choose?