This document discusses how content marketing is becoming increasingly important for business success. It notes that buyers are now more informed throughout the purchase process. Content marketing is growing significantly as a marketing approach. The document then outlines LinkedIn's evolution with content marketing, highlighting how their platform can be leveraged to distribute relevant content to targeted professional audiences. It provides examples of how content on LinkedIn can engage influencers, drive brand results, and be amplified across channels. Key advice includes focusing on creating useful content for customers and valuing who consumes the content.

1. Changing the Game Through Content
Hari Krishnan
Managing Director,
Asia Pacific & Japan,
LinkedIn

2. Your buyers’ behavior is forever changed
2

3. Buyers are highly informed, savvy and influential
Research
Consideration
60%
Brand Contact
Purchase
Decision
through the decision making process
3

4. Content is more critical than ever for marketing success
4

5. Content Marketing is growing in prominence
%
34.8
18.9
2013
2012
Focus nearly
doubled
2013 State of Content Marketing Study – Feb 2013 eMarketer
5

6. LinkedIn's content evolution
Marketing opportunity
Valuing reach + context
6

7. 7

8. Content Evolution:
Editors are being replaced by your network.
8

9. 9

10. Content Evolution:
Exclusive content is magnetic
10

11. Influencers

12. Five top tips to starting a successful business
12

13. Japan's New Growth Strategy: Bringing Rapid Reform
To the Country

14. Why Most of Our Business Will be in Fast-Growth Markets
and Digital Within 5 years
14

15. Content Evolution:
Mobile is accelerating content consumption

16. Mobile is booming in APAC – 1Bn by 2015
Smartphone Users in APAC (Millions)
+10%
+11%
+14%
+23%
+21%
+81%
1,266
1,154
1,038
909
738
609
336
2011
2012
2013
2014
2015
2016
2017
Source: eMarketer, May 2013
16

17. JOBS
CONTENT
Content is our core
6X
more engagement
with content vs jobs
17

18. Relevant Content builds the bridge
to meaningful relationships

19. Content Evolution:
Marketing is a First Class Citizen
19

20. Your content driving results in the LinkedIn feed
20

21. Your content driving results in the LinkedIn feed
21

22. Integrate and amplify content from SlideShare

23. Brand results and advocacy from LinkedIn followers
 112% increase in CXO followers
 15% higher engagement rate with CXOs vs.
non-CXO followers
 Followers 2.5X more likely to recommend
HP solutions
“We can have dialogues with potential customers in a way that
encourages organic growth of the community.”
Bryna Corcoran
Digital Marketing and Social Media Strategist, HP

24. Deepen the conversation with groups
Professional Woman’s Network
165,381
members
1,181
comments last week
2X
More Engagement than average Group
47%
Higher Unaided Brand Awareness
24

25. Content Marketing:
Social Proof. Included.
25

26. 26

27. Like
Comment
Share
27

28. Content Marketing:
Your content can be
amplified outside of LinkedIn.

29. 29

30. How to make content work for you?
30

31. 1.
Make your customers more productive
and successful
31

32. 2.
Be the editor
32

33. 3.
Make it snackable
33

34. 4.
Value the “who”
34

35. 1 of every 3
professionals
on the planet is LinkedIn

36. Our Mission.
Connect the world’s professionals
to make them more productive and successful
36