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.

1. Jason Miller
Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
7 Insider Tips
for Rocking Your
Content Strategy
Using LinkedIn
7

2. 1 of every 3
Professionals
on the Planet is
on LinkedIn

3. 3

4. Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.

5. 5
The world’s largest professional network
347M+Members Worldwide
Growing at more than two members per second
2 4 8
17
32
55
90
145
200
259
332
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

6. Let’s Talk About Content…

8. 8

10. 10
Not more content, more relevant content

11. 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%

12. Empathize with your
prospects and
customers.

13. Laying the Foundation

14. Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

15. 15

16. 16
Repurpose content like leftover Turkey

17. 17
Use Turkey Slices to Fuel Your Content Hubs
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

18. The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock

19. 19

20. Take it Global

21. The blog is the social media rug
that ties the room together.

22. 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

23. Friday: Chocolate Cake

24. 24
BONUS Chocolate Cake

25. 25

26. What Does Success Look
Like?

28. Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
The Always on Strategy For those about
to Launch…..
FIRE!

29. 29
Turkey Slices (Non Gated)
MQL
29
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

30. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
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. 31

33. 33
18,000% ROI

34. 34
The visual is the new headline!

35. 35

36. 36

37. 3737
Research shows that a picture is really
only worth 81.4 words, on average.

38. SlideShare
Marketo Moz Content Marketing
Institute

41. “Who I am as a guitarist is defined by
my failure to become Jimi Hendrix.”
– John Mayer

42. 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

43. 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

44. Thought Leader vs Thought Leadership

45. Three Types of Thought Leadership
SUCCESS
Industry
Leadership
Product
Leadership
Organizational
Leadership

46. Publishing on LinkedIn

47. 47
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

48. Thought Leadership Will Save Us
from Content Shock

49. 49
The Marketing Team of the
Future
(As Demonstrated by KISS)

50. 50

51. 51
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

52. 52
They consistently deliver content that their
fans want to consume and share.

53. 53
Their PR efforts guide their vision as the
hottest band in the world.

54. They deliver amazing experiences on tour
(Event Marketing)

55. #INBOUND14
They built a thriving community.

56. “People want a thrill,
people want a spectacle
and people love
to be entertained.”

57. 57

58. 58

59. 59

61. 61
Thank You!
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg