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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Welcome to the Funnel
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 2
1 of every 3Professionalson the Planet ison LinkedIn
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Jobs
Content6XContent pages
receive 6X the
page views vs.
job pages.
3
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The Definitive Publishing Platform
Professional
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 5
Brands build relationships with the world’s professionalsby using accurate targeting to deliver relevant content
Target Publish ExtendTarget with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend through social
sharing and extend
quality traffic and data
to your sites
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Target with AccuracyUsing authentic data
Who they are Who they know What they doTheir profile Their connections Their behavior
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 7
Achieve your objectivesWith LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration
& Preference
Drive Advocacy
Build Community
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Let’s Talk About Content…
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Discover
Explore
Select
Advocate 60%
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
It’s up to marketers to deliver a bettercontent experience
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The key ingredient to a better content experience is relevance
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Not more contentmore relevant content
14
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Speak to the dog, in the languageof the dog, about what’s in the
heart of the dog.
– Roy Williams
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 18
Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s Formula:
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 21
The Blogging Food Groups Categories
Monday TuesdayWednesd
ayThursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Repurpose Content
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Repurpose Activity
Choose your content
How it would be used in a blog
How it would be used in SlideShare
How it would be used in a webinar
How it would be used in a video
How it would be used in a infographic
Think of a piece of content from the wheel to the right and how it could
be repurposed into the other parts of the wheel.
24
Blogs
SlidePresentation
Webinars Videos
Infographics
Content
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 26
Who’s Doing it Right? (The Big Rock)
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 27
Who’s Doing it Right?(Twitter w/ custom image)
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Who’s Doing it Right?(Going Visual)
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 29
Who’s Doing it Right?
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30
Who’s Doing it Right?(The Webinar)
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
When we need that extra push…
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 32
Inbound + Outbound =Awesomeness(Sponsored Update)
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 33
41%of unique visiting members
came through mobile apps
in Q4 2013
Mobile is accelerating content
consumption
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 34
Smartphone consumption is always-on
9pm6pm3pm12pm9am6am
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions35
The visual is the new headline!
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The Infographic is not Dead.Claiming that Something is Dead, is.
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Visual Kicks Text’s A**
328,000Views!
Going Visual
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Empowering Advocates
38
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement
Higher
quality leads
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
It's not who does it first, it's who does it best..
- David Bowie
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Big Rock Content repurposed into “Turkey Slices”
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The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
eBooks
Blogs:
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44
infographics
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The
Webinar
Physical Book
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 46
Take it Global
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
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Interested in Content Marketing on LinkedIn?
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Now go create some bloody good content!
I Love You All.
Goodnight!