Changing the Game Through Content
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This document discusses how content marketing is becoming increasingly important for business success. It notes that buyers are now more informed throughout the purchase process. Content marketing is growing significantly as a marketing approach. The document then outlines LinkedIn's evolution with content marketing, highlighting how their platform can be leveraged to distribute relevant content to targeted professional audiences. It provides examples of how content on LinkedIn can engage influencers, drive brand results, and be amplified across channels. Key advice includes focusing on creating useful content for customers and valuing who consumes the content.
Changing the Game Through Content
- 1. Changing the Game Through Content Hari Krishnan Managing Director, Asia Pacific & Japan, LinkedIn
- 2. Your buyers’ behavior is forever changed 2
- 3. Buyers are highly informed, savvy and influential Research Consideration 60% Brand Contact Purchase Decision through the decision making process 3
- 4. Content is more critical than ever for marketing success 4
- 5. Content Marketing is growing in prominence % 34.8 18.9 2013 2012 Focus nearly doubled 2013 State of Content Marketing Study – Feb 2013 eMarketer 5
- 6. LinkedIn's content evolution Marketing opportunity Valuing reach + context 6
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- 8. Content Evolution: Editors are being replaced by your network. 8
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- 10. Content Evolution: Exclusive content is magnetic 10
- 11. Influencers
- 12. Five top tips to starting a successful business 12
- 13. Japan's New Growth Strategy: Bringing Rapid Reform To the Country
- 14. Why Most of Our Business Will be in Fast-Growth Markets and Digital Within 5 years 14
- 15. Content Evolution: Mobile is accelerating content consumption
- 16. Mobile is booming in APAC – 1Bn by 2015 Smartphone Users in APAC (Millions) +10% +11% +14% +23% +21% +81% 1,266 1,154 1,038 909 738 609 336 2011 2012 2013 2014 2015 2016 2017 Source: eMarketer, May 2013 16
- 17. JOBS CONTENT Content is our core 6X more engagement with content vs jobs 17
- 18. Relevant Content builds the bridge to meaningful relationships
- 19. Content Evolution: Marketing is a First Class Citizen 19
- 20. Your content driving results in the LinkedIn feed 20
- 21. Your content driving results in the LinkedIn feed 21
- 22. Integrate and amplify content from SlideShare
- 23. Brand results and advocacy from LinkedIn followers 112% increase in CXO followers 15% higher engagement rate with CXOs vs. non-CXO followers Followers 2.5X more likely to recommend HP solutions “We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corcoran Digital Marketing and Social Media Strategist, HP
- 24. Deepen the conversation with groups Professional Woman’s Network 165,381 members 1,181 comments last week 2X More Engagement than average Group 47% Higher Unaided Brand Awareness 24
- 25. Content Marketing: Social Proof. Included. 25
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- 28. Content Marketing: Your content can be amplified outside of LinkedIn.
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- 30. How to make content work for you? 30
- 31. 1. Make your customers more productive and successful 31
- 35. 1 of every 3 professionals on the planet is LinkedIn
- 36. Our Mission. Connect the world’s professionals to make them more productive and successful 36