The Sophisticated Marketer's guide to LinkedIn

Marketing Solutions

The Sophisticated Marketer’s Guide: The WebinarJason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

Feel free to Tweet along: #SophisticatedMKTG

@jasonmillerca@LinkedInMKTG

1 of every 3Professionalson the Planet ison LinkedIn

Content7XContent pages receive 7X the page views vs. job pages.

The Definitive Publishing Platform

Professional

Achieve your objectivesWith LinkedIn

PublishExtend

Target

Generate Awareness

Generate Traffic and Leads

Drive Consideration & Preference

Drive Advocacy

Build Community

Company Page5 steps to engaging followers on LinkedIn

Establish your presence1

Attract followers2

Engage followers3

Amplify through the network4

Analyze and refine5

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

- David Bowie

Company Page:Who’s Doing it Right?

When we need that extra push…

Sponsored Updates:Who’s Doing it Right?

• 17% increase in brand favorability

• Achieved four times the post-level engagement rates when compared with display averages.

• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.

• 50% more likely to agree that “Adobe is • shaping the future of digital marketing”

Sponsored Updates Content Best Practice Cheat Sheet

Optimizing content

• Always ask, “why would my audience read this?”

• Use concise and compelling intros and headlines

• Ask compelling questions to involve the target audience

• Include a clear call to action, regardless of the objective

Managing updates

• Plan your editorial calendar, but also react to timely events

• Respond to comments regularly

• Consider keeping updates running through the weekend

• Test to see what works with your audience and then refine

Optimizing visuals• Always include an image, presentation, or video• Ensure the thumbnail is relevant for external links

LinkedIn Groups:Who’s Doing it Right?

Join the ConversationHubSpot now has more than

57,000Followers

for its Company Page

96,000Followers

for its Inbound Marketers Group

Let’s Talk About Content…

Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends

LinkedIn by the Numbers

Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s Formula:

The visual is the new headline!

5 Reasons for Going Visual

We are all visual thinkers Visual language aids in decision making Visual is more persuasive Visual makes a better, longer overall impression than

simple text Visual connects emotionally

SlideShare is a Platform for Visual Content Marketing Thought

Leadership

Visual Kicks Text’s A**

328,000Views!

Slideshare ChannelsPresentations

First Page Results!

Slideshare is also a search engine

Meet the experts

The Infographic is not Dead; Claiming that Something is Dead is

so Passé

PUBLISHER TOTAL UNIQUE VISTORS

178,809,843 TOTAL POTENTIAL VIEWERSHIP

3,024,141,647

33 LINKBACKS FROM TOP TIER PUBS

8109 SHARES

Integrate your presentations across multiple channels

Built in Lead Forms - A Frictionless Content Experience

Bonus Lightning Round

You may ask yourself, why didn’t I think of that?

Promoting your event? Check…

A Coupon Code Inside Your Slidedeck? I’ll Take It!

A visual journey of FAQs? Genius.

Clickable links inside your SlideShare deck, Boom!

Fueling your LinkedIn Content Hubs

Not more contentmore relevant content

Relevant Doesn’t Mean Boring

Blogging Food GroupsCategories of Content Content Specifics

Raisin Bran content: The basic, everyday content that you can dish out quickly

How-to posts (e.g. SU videos)Sharing Influencer/ third-party postsUseful, relevant topics for marketersRepurposing of old content

Spinach content: The stuff that’s good for you, even if it’s difficult to chew

Thought leadership piecesGuest Topics/ Blog PostsCase Studies

Roasts: The valuable, time-consuming projects that leave your guests begging for more

Strategic research and analysisLI MKTG Trends POVsBig Rock content

Chocolate cake content: Everyone wants a second piece of this sweet treat

Light-hearted, easily-digestible contentCultural content (e.g. Day in the Life)Amusing videos, graphics, stories

Tabasco* content: Sometimes you just need a little fire on the tongue

Bold statements with strong POVThought leadership piecesCalculated and strategic

The Blogging Food Groups Categories

Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Raisin Bran

Spinach

Raisin Bran

Chocolate

LinkedIn Marketing Solutions Blog Content Calendar

Repurpose Content

Repurpose Activity

SlidePresentation

Webinars Videos

Infographics

Content

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.

Empowering Advocates

Washed Up? Who Says So?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.

Ask yourself:1. What’s the cadence of main pillars?2. What’s the cadence of sub-pillars?3. Example post for each day

- What type of post is it?- If photo, what type of image will it be?- Distribution: national or geo-targeted?- Distribution: Who will it be boosted to?

Creating a LinkedIn Content Calendar

The Sophisticated Marketers Guide to LinkedIn

Podcast: SlideShare

Big Rock Content repurposed into “Turkey Slices”

eBooks

Blogs:

infographics

Webinar

Physical Book

Take it Global

• Sponsored Updates• Email • InMail• SlideShare• Webinars• Display Ads• Influencer Outreach• Guest Blogs• Twitter• LinkedIn Groups• Sales Training

“I haven’t been everywhere yet, but it’s on my list.”

Be Everywhere

Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

Get the Guide!

It’s up to marketers to deliver a better content experience

I Love You All. Goodnight!

Now go create some bloody good content!

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