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.

1. Marketing Solutions
Why LinkedIn is going “all-in”
with content marketing
Jonathan Lister
VP, North American Sales

2. #CMworld @LinkedInMktg
60%
through decision
before they reach
out to companies
Discover
Explore
Select
Advocate
The challenge:
buyers are

3. Personal networks
invest time
spend time
Professional networks

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Marketers need to
adopt a “members-first”
approach to content

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Influencers

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10. #CMworld @LinkedInMktg#CMworld @LinkedInMktgPhoto credit: Min-Chieh Chang
75% of the neurons in our brains process visual information

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328,000Views!

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The definitive
professional
publishing platform

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Changing the mantra from
always be closing, to
always be helping

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Marketers Audience
Content

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Marketers AudienceContent

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Marketers AudienceRelationship

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87% Use social media
for content
distribution

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Effectiveness
rating50%

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XX%
An opportunity to deliver a
much better content
experience

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The key ingredient to a
better content experience
is relevance

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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

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Customers & Prospects
Personas mask the richness of your target

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Customers & Prospects

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The Irrelevant
Content
Experience

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Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams

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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

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Moving from information
to insight creates
content relevance

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information

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insights
connections commonalities
engagements

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Not more content.
More relevant content

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3 types of real time
relevant content

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Waiting for
the moment

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In the
moment

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Anticipating
the moment
Catching
trending topics
Defining
content strategy
Time period
Popularity

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Imagine being able to predict
the next trend that matters to
your customers and prospects

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How do you know if your
content is more relevant?
Increased
referral traffic
Social
engagement
Higher
quality leads

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What is LinkedIn doing
to advance relevance?
Highlight types
of content
Quantify
content influence
Provide
recommendations

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The future of Content marketing is in your hands

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Which path will you choose?