welcome to the funnel - social and content distribution strategies
Post on 17-Oct-2014
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Welcome to the Funnel
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
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1 of every 3Professionalson the Planet ison LinkedIn
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Jobs
Content6XContent pages
receive 6X the
page views vs.
job pages.
3
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The Definitive Publishing Platform
Professional
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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
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Target with AccuracyUsing authentic data
Who they are Who they know What they doTheir profile Their connections Their behavior
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Achieve your objectivesWith LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration
& Preference
Drive Advocacy
Build Community
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Let’s Talk About Content…
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Discover
Explore
Select
Advocate 60%
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
It’s up to marketers to deliver a bettercontent experience
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The key ingredient to a better content experience is relevance
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Not more contentmore relevant content
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Speak to the dog, in the languageof the dog, about what’s in the
heart of the dog.
– Roy Williams
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Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s Formula:
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The Blogging Food Groups Categories
Monday TuesdayWednesd
ayThursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
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©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Repurpose Content
23
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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.
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Blogs
SlidePresentation
Webinars Videos
Infographics
Content
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The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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Who’s Doing it Right? (The Big Rock)
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Who’s Doing it Right?(Twitter w/ custom image)
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Who’s Doing it Right?(Going Visual)
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Who’s Doing it Right?
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Who’s Doing it Right?(The Webinar)
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When we need that extra push…
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Inbound + Outbound =Awesomeness(Sponsored Update)
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41%of unique visiting members
came through mobile apps
in Q4 2013
Mobile is accelerating content
consumption
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Smartphone consumption is always-on
9pm6pm3pm12pm9am6am
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The visual is the new headline!
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The Infographic is not Dead.Claiming that Something is Dead, is.
36
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Visual Kicks Text’s A**
328,000Views!
Going Visual
37
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Empowering Advocates
38
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How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement
Higher
quality leads
39
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It's not who does it first, it's who does it best..
- David Bowie
©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Big Rock Content repurposed into “Turkey Slices”
42
The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
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eBooks
Blogs:
43
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infographics
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The
Webinar
Physical Book
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Take it Global
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Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
47
Interested in Content Marketing on LinkedIn?
Now go create some bloody good content!
I Love You All.
Goodnight!