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77 Insider Tips for Rocking Your Content Strategy Using LinkedIn

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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77 Insider Tips for Rocking Your Content Strategy Using LinkedIn

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

  2. 1/3 1 of every 3 Professionalson the Planet ison LinkedIn

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

  4. The world’s largest professional network 347M+ Members Worldwide Growing at more than two members per second

  5. Let’s Talk About Content…

  6. Not more content, more relevant content

  7. 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.

  8. Empathize with your prospects and customers.

  9. Laying the Foundation

  10. Name Education Gender Industry Company Size Groups Occupation Geo Standardizedjob titles Function Seniority Connections

  11. Repurpose content like leftover Turkey

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

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

  14. Take it Global

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

  16. 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

  17. Friday: Chocolate Cake

  18. BONUS Chocolate Cake

  19. What Does Success Look Like?

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

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

  22. The Results Out of the Gate

  23. 18,000% ROI

  24. The visual is the new headline!

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

  26. SlideShare Marketo Moz Content Marketing Institute

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

  28. 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

  29. 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

  30. Thought Leader vs Thought Leadership

  31. Three Types of Thought Leadership SUCCESS IndustryLeadership ProductLeadership Organizational Leadership

  32. Publishing on LinkedIn

  33. 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

  34. Thought Leadership Will Save Us from Content Shock

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

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