Why LinkedIn is going “all-in” with content marketing
Jonathan Lister VP, North American Sales
60%through decision making process
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Marketers need to adopt a “members-first”
approach to content
Influencers
1,825,795 10,929 4,262
Long-form Publishing Platform empowering members today
4,635 391 44
328,000Views!
The definitiveprofessional
publishing platform
Changing the mantra fromalways be closing, to
always be helping
Marketers Audience
Content
Relationship
50%87% Use social media for content distribution
Effectiveness rating
XX%
The key ingredient to a better content experience
is relevance
Customers & Prospects
Revenue
1 Customer A
2 Customer B
3 Customer C
4 Customer D
5 Customer E
6 Customer F
7 Customer G
8 Customer H
Speak to the dog, in the language of the dog, about what’s in the
heart of the dog.– Roy Williams
GroupsMcGill University
AlumniDigital Marketing
InnovationCanadian Expats
in Asia
OccupationBoard MemberSalesperson
StandardizedJob TitlesAccount
Executive
FunctionSales &
Marketing
CompanyLinkedIn
IndustryInternet
Size 5000+
NameSoniya Monga
DemographicsFemale
GeoToronto
EndorsementsDigital Marketing
Social Media MarketingAdvertising Sales
Strategy
FollowingBill Gates
Angela AhrendtsDeepak Chopra
Ariana Huffington
Connections2,445
Moving from information to insight creates content relevance
Staying relevant across devices
Mobile is accelerating content consumption
41%of unique visiting members came through mobile appsin Q4 2013
Smartphone consumption is always-on
9pm6pm3pm12pm9am6am
3 types of real timerelevant content
Waiting forthe moment
In the moment
Anticipatingthe moment
Catching trending topics
Defining content strategy
Time period
Pop
ular
ity
How do you know if your content is more relevant?
Increased referral traffic
Social engagement
Higher quality leads
What is LinkedIn doing to advance relevance?
Highlight typesof content
Quantifycontent influence
Providerecommendations
The future of Content marketing is in your hands
Q&A