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LinkedIn’s Senior Content Marketing Manager and author of Welcome to the Funnel lifts the curtain at Social Media Marketing World 2015 to reveal how his team is using content and social to drive engagement, thought leadership, and ultimately revenue using the world’s largest professional network. This session will explore the latest tactics for driving demand with your target audience including behind the scenes insights into how LinkedIn uses LinkedIn.
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Jason Miller Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg 7 7 Insider Tips for Rocking Your Content Strategy Using LinkedIn
1/3 1 of every 3 Professionalson the Planet ison LinkedIn
Content 7X Jobs Content pages receive 7X the page views vs. job pages.
The world’s largest professional network 347M+ Members Worldwide Growing at more than two members per second
RAGE AGAINST IRRELEVANCE…. • 41%44% • 41% • of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand.
Name Education Gender Industry Company Size Groups Occupation Geo Standardizedjob titles Function Seniority Connections
Use Turkey Slices to Fuel Your Content Hubs Sponsored Updates (Turn it up to eleven!) Company Pages LinkedIn Groups SlideShare
The Big Rock The Sophisticated Marketer’s Guide to LinkedIn
The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
For those about to Launch….. FIRE! • The Always on Strategy • Email • Blog • InMail • Company Page • Sponsored Updates • SlideShare • Display • PPC • Twitter
Turkey Slices (Non Gated) BIG ROCK (Gated) Lead Capture No Yes Nurture MQL SDR Sales Qualified? No Yes Sales Revenue 29
Research shows that a picture is really only worth 81.4 words, on average. 37
SlideShare Marketo Moz Content Marketing Institute
“Who I am as a guitarist is defined by my failure to become Jimi Hendrix.”– John Mayer
What is Thought Leadership? “…both thought leadership and content marketing can very effectively build your awareness and brand, but… true thought leadership is much rarer. Thought leadership consists of ideas that require attention, that offer guidance or clarity and that can lead people in unexpected, sometimes contrarian directions (think of Seth Godin). Thought leadership needs to be educational and ideally provocative; content marketing can simply be fun or entertaining”1
As Jeff Ernst, principal analyst at Forrester Research puts it: “Business buyers don’t ‘buy’ your product or service, they ‘buy into’ your perspective and approach to solving their problems.” 1
Three Types of Thought Leadership SUCCESS IndustryLeadership ProductLeadership Organizational Leadership
Find a balance between creating your own content and curating the content of thought leaders in your space. This is the foundation of any solid content marketing strategy. Follow what interests you to get personalized recommendations, news and insights: Influencers Companies Topics / Channels
The Marketing Team of the Future (As Demonstrated by KISS)