The Sophisticated Marketer's guide to LinkedIn

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
Marketing Solutions
The Sophisticated Marketer’s Guide: The Webinar
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg

Feel free to Tweet along:
#SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG
2

1 of every 3
Professionals
on the Planet is
on LinkedIn
3

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 4
Jobs
Content
7XContent pages
receive 7X the
page views vs.
job pages.

The Definitive
Publishing Platform
Professional

Achieve your objectives
With LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration &
Preference
Drive Advocacy
Build Community

Company Page
5 steps to engaging followers on LinkedIn
Establish your presence1
Attract followers2
Engage followers3
Amplify through the network4
Analyze and refine5
7

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

Company Page:
Who’s Doing it Right?

Company Page:

When we need that extra push…

Sponsored Updates:
• 17% increase in brand favorability
• Achieved four times the post-level
engagement rates when compared with
display averages.

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

Sponsored Updates:
• 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:
16

Join the Conversation
HubSpot now has more than
57,000
Followers
for its Company Page
96,000Followers
for its Inbound Marketers Group
LinkedIn Groups:
17

LinkedIn Groups:

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
21

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**
328,000
Views!
Slideshare Channels
Presentations
28

First Page Results!
Slideshare Channels
Presentations
29

Slideshare is also a search engine
Slideshare Channels
Presentations
30

Meet the experts
Slideshare Channels
Presentations
31

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
Slideshare Channels
Presentations
34

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!
39

A visual journey of FAQs?
Genius.

Clickable links inside your
SlideShare deck, Boom!

Fueling your LinkedIn
Content Hubs

Not more content
more relevant content

Relevant Doesn’t Mean Boring
44

Blogging Food Groups
Categories 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 posts
Useful, relevant topics for marketers
Repurposing of old content
Spinach content: The stuff that’s good
for you, even if it’s difficult to chew
Thought leadership pieces
Guest Topics/ Blog Posts
Case Studies
Roasts: The valuable, time-consuming projects
that leave your guests begging for more
Strategic research and analysis
LI MKTG Trends POVs
Big Rock content
Chocolate cake content: Everyone wants
a second piece of this sweet treat
Light-hearted, easily-digestible content
Cultural 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 POV
Thought leadership pieces
Calculated and strategic
The Blogging Food
Groups Categories
45

Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
LinkedIn Marketing Solutions
Blog Content Calendar
46

Repurpose Content
47

Repurpose Activity
Blogs
Slide
Presentation
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.
48

Empowering Advocates
49

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.
50

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
51

The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
Big Rock Content repurposed
into “Turkey Slices”
54

eBooks
Blogs:
55

infographics

The
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
60
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!

The Sophisticated Marketer's guide to LinkedIn

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Editor's Notes