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LinkedIn Marketing Solutions Content Strategy

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Drawing on inspiration from Kiss, bacon and The Clash of the Titans, Jason Miller of LinkedIn describes how to create and distribute content at the top of the funnel. Jason presented this deck at the #ContentSF event on November 7, 2013.

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Marketing Solutions Welcome to the Funnel (We’ve Got Leads & Names) Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
2 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
You Better Have Content that Answers Their Questions. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Content is STILL King ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 5
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 6
Optimize
Social Signals Influence SEO ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Claim Your Content with Google Authorship: ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Inbound + Outbound = Awesomeness ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Wait for it…… ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The Holy Grail of Social Media Advertising ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Ready, Aim, Target - A Frictionless Content Experience ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
•  LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. •  As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.” ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 14
The 4-1-1 Rule Do This ©2013 LinkedIn Corporation. All Rights Reserved. Not This LinkedIn Marketing Solutions
Content Fuel
Inspiration Going Visual
LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast Thursday Raisin Bran Spinach Raisin Bran Spinach Roast ©2013 LinkedIn Corporation. All Rights Reserved. Wednesday Friday Saturday Raisin Bran Chocolate Cake Tabasco Raisin Bran Spinach LinkedIn Marketing Solutions
Washed Up? Who Says So? There’s Always Room for a New Audience. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Influencer Content 20 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Empowering Advocates 21 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Going Visual Photo credit: Min-Chieh Chang
The Visual is the New Headline ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Hell Yes! - First Page Results ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 24
SlideShare is also a Search Engine ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 25
Visual Kicks Texts A** 328,000 Views! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Meet the Experts ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 28
Integrate Your Presentations Across Multiple Channels ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The Infographic is not Dead. Claiming that Something is Dead, is. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30
How can I Measure Success? ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
How do you know if your content strategy is working? Increased referral traffic ©2013 LinkedIn Corporation. All Rights Reserved. Social Engagement Higher quality leads LinkedIn Marketing Solutions
Now go make some bloody good content! I Love You All. Goodnight! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
#CONTENTSF

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LinkedIn Marketing Solutions Content Strategy

  • 1. Marketing Solutions Welcome to the Funnel (We’ve Got Leads & Names) Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 2. 2 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 3. 70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 4. You Better Have Content that Answers Their Questions. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 5. Content is STILL King ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 5
  • 6. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 6
  • 8. Social Signals Influence SEO ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 9. Claim Your Content with Google Authorship: ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 10. Inbound + Outbound = Awesomeness ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 11. Wait for it…… ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 12. The Holy Grail of Social Media Advertising ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 13. Ready, Aim, Target - A Frictionless Content Experience ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 14. •  LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. •  As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.” ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 14
  • 15. The 4-1-1 Rule Do This ©2013 LinkedIn Corporation. All Rights Reserved. Not This LinkedIn Marketing Solutions
  • 18. LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast Thursday Raisin Bran Spinach Raisin Bran Spinach Roast ©2013 LinkedIn Corporation. All Rights Reserved. Wednesday Friday Saturday Raisin Bran Chocolate Cake Tabasco Raisin Bran Spinach LinkedIn Marketing Solutions
  • 19. Washed Up? Who Says So? There’s Always Room for a New Audience. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 20. Influencer Content 20 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 21. Empowering Advocates 21 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 22. Going Visual Photo credit: Min-Chieh Chang
  • 23. The Visual is the New Headline ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 24. Hell Yes! - First Page Results ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 24
  • 25. SlideShare is also a Search Engine ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 25
  • 26. Visual Kicks Texts A** 328,000 Views! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 27. Meet the Experts ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 28. Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 28
  • 29. Integrate Your Presentations Across Multiple Channels ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 30. The Infographic is not Dead. Claiming that Something is Dead, is. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30
  • 31. How can I Measure Success? ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
  • 32. How do you know if your content strategy is working? Increased referral traffic ©2013 LinkedIn Corporation. All Rights Reserved. Social Engagement Higher quality leads LinkedIn Marketing Solutions
  • 33. Now go make some bloody good content! I Love You All. Goodnight! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions