Post on 16-Jul-2015
Jason Miller Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
7 Insider Tips
for Rocking Your
Content Strategy
Using LinkedIn
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1 of every 3Professionalson the Planet ison LinkedIn
3
Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.
5
The world’s largest professional network
347M+Members WorldwideGrowing at more than two members per second
2 4 817
32
55
90
145
200
259
332
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Let’s Talk About Content…
8
10
Not more content, more relevant content
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.
RAGE AGAINST
IRRELEVANCE….
41%44%
Empathize with your
prospects and
customers.
Laying the Foundation
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
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Repurpose content like leftover Turkey
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Use Turkey Slices to Fuel Your Content Hubs
Company Pages Sponsored Updates
(Turn it up to eleven!)LinkedIn Groups SlideShare
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
The blog is the social media rug
that ties the room together.
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
Friday: Chocolate Cake
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BONUS Chocolate Cake
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What Does Success Look
Like?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
The Always on Strategy For those about
to Launch…..
FIRE!
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Turkey Slices (Non Gated)
MQL
29
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK
(Gated)
Nurture
NoYes
The Results Out of the Gate
34%
32%
15%
9%
6%4%
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64%7%
7%
7%
6%
4%
2%1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France
31
33
18,000% ROI
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The visual is the new headline!
35
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3737
Research shows that a picture is really only worth 81.4 words, on average.
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
Thought Leader vs Thought Leadership
Three Types of Thought Leadership
SUCCESS
Industry
Leadership
Product
Leadership
Organizational
Leadership
Publishing on LinkedIn
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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
Thought Leadership Will Save Us
from Content Shock
49
The Marketing Team of the
Future (As Demonstrated by KISS)
50
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The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen
52
They consistently deliver content that their
fans want to consume and share.
53
Their PR efforts guide their vision as the
hottest band in the world.
They deliver amazing experiences on tour
(Event Marketing)
#INBOUND14
They built a thriving community.
“People want a thrill,
people want a spectacle
and people love
to be entertained.”
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Thank You!Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg