2015 is the year where social media and content marketing become a vital part of any successfully integrated marketing approach. This presentation will explain how to create a successful content marketing strategy for your clients on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.

2. ​ Jaime Pham, Content Marketing Evangelist
​ @jaimelynn09 #linkedincontent
Mastering Content on LinkedIn

3. Which of these is NOT content marketing?
1 2 3

4. Connect the world’s professionals to
make them more productive and
successful
Our mission

5. Productivity and Success Through
Knowledge

6. Productivity and Success Through
Knowledge

7. Best-in-class companies take an
Owned + earned + paid approach

8. They have a well-established company page

9. Or Perhaps Several

10. And they understand that their employees are
part of their brand

11. They get the most out of every piece of
content

12. They test and optimize tirelessly
38% CTR
lift

13. And they know that re-posting can earn new clicks

14. Now, the ever-present question: “what works on
LinkedIn?”

15. But people still want to be inspired

16. And entertained. Even on LinkedIn.

17. For marketers, there is an opportunity
Shape Perception
Establish Trust
Drive traffic for
nurturing
Earn new
leads

18. To shape perception
Using Sponsored Updates, Adobe shared valuable thought leadership
content targeted at marketers. The result? Those exposed to the updates
were 50% more likely to agree that “Adobe is shaping the future of digital
marketing”

19. To nurture prospects with sequential messaging
“We receive a lot of traffic to our homepage
and we wanted to proactively leverage the
value of that audience. So instead of waiting
for them to return and dig deeper into our site,
Lead Accelerator enables us to nurture them
with a series of offers about specific areas of
our catalog of professional development
programs. This makes it easy for prospects to
engage with the programs that they’re most
interested in, and they’re seeing these offers
across LinkedIn
Sponsored Updates, Facebook News Feed,
and display.”

20. And of course, to generate revenue
“Every dollar invested in LinkedIn Sponsored Updates yields
more than $17 in revenue, almost 6x the ROI of Adwords” -
Rachel Bassini, Director of Strategy & Operations at NewsCred

21. All it takes is creativity, consistency, and effective
distribution

22. And solid analytics
976,000
members
852
members
Target Audience
Members you would like to reach
(monthly active users)
Content Marketing
Engagement
Members who engage with
your content
Global ITDM (Managers )
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 872Active Target Audience

23. Questions?
• How frequently are companies posting to their page?
• How do companies get started with the publishing platform at a
company level?
• What are benchmark performance metrics?