Welcome to the Funnel - Social and Content Distribution Strategies

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Marketing Solutions

Welcome to the Funnel

Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 2

1 of every 3Professionalson the Planet ison LinkedIn


Jobs

Content6XContent pages

receive 6X the

page views vs.

job pages.

3


The Definitive Publishing Platform

Professional


Brands build relationships with the world’s professionalsby using accurate targeting to deliver relevant content

Target Publish ExtendTarget with accuracy

to reach a high

quality audience

Publish relevant

content in a

professional context

Extend through social

sharing and extend

quality traffic and data

to your sites


Target with AccuracyUsing authentic data

Who they are Who they know What they doTheir profile Their connections Their behavior


Achieve your objectivesWith LinkedIn

Publish Extend

Target

Generate Awareness

Generate Traffic and

Leads

Drive Consideration

& Preference

Drive Advocacy

Build Community


Let’s Talk About Content…



Discover

Explore

Select

Advocate 60%



It’s up to marketers to deliver a bettercontent experience


The key ingredient to a better content experience is relevance


Not more contentmore relevant content

14


Speak to the dog, in the languageof the dog, about what’s in the

heart of the dog.

– Roy Williams




Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s Formula:




The Blogging Food Groups Categories

Monday TuesdayWednesd

ayThursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake



Repurpose Content

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Repurpose Activity

Choose your content

How it would be used in a blog

How it would be used in SlideShare

How it would be used in a webinar

How it would be used in a video

How it would be used in a infographic

Think of a piece of content from the wheel to the right and how it could

be repurposed into the other parts of the wheel.

24

Blogs

SlidePresentation

Webinars Videos

Infographics

Content


The only art I’ll ever study is stuff that I can steal from.

- David Bowie


Who’s Doing it Right? (The Big Rock)


Who’s Doing it Right?(Twitter w/ custom image)


Who’s Doing it Right?(Going Visual)


Who’s Doing it Right?


Who’s Doing it Right?(The Webinar)


When we need that extra push…


Inbound + Outbound =Awesomeness(Sponsored Update)


41%of unique visiting members

came through mobile apps

in Q4 2013

Mobile is accelerating content

consumption


Smartphone consumption is always-on

9pm6pm3pm12pm9am6am

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions35

The visual is the new headline!


The Infographic is not Dead.Claiming that Something is Dead, is.

36


Visual Kicks Text’s A**

328,000Views!

Going Visual

37


Empowering Advocates

38


How do you know if your content strategy is working?

Increased

referral traffic

Social

Engagement

Higher

quality leads

39


It's not who does it first, it's who does it best..

- David Bowie



Big Rock Content repurposed into “Turkey Slices”

42

The Sophisticated Marketers Guide to LinkedIn

Podcast: SlideShare


eBooks

Blogs:

43


infographics


The

Webinar

Physical Book


Take it Global


Download the Sophisticated Marketer’s Guide to

LinkedIn: http://lnkd.in/sgm

47

Interested in Content Marketing on LinkedIn?

http://lnkd.in/sgm

Now go create some bloody good content!

I Love You All.

Goodnight!