Jason Miller Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

1 of every 3Professionalson the Planet ison LinkedIn

Jobs

Content

Content pages

receive 7X the

page views vs.

job pages.

4

The world’s largest professional network

447M+Members WorldwideGrowing at more than two members per second

2 4 817

32

55

90

145

200

259

332

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Let’s Talk About Content…

7

8

Discover

Explore

Select

Advocate 60%

9

Not more content, more relevant content

41%

of overall respondents say they would consider

ending a brand relationship because of irrelevant

promotions, and an additional 22% say they would

definitely defect from the brand.

RAGE AGAINST

IRRELEVANCE….

41%44%

Empathize with your

prospects and

customers.

12

13

Repurpose content like leftover Turkey

14

Company Pages Sponsored Updates

(Turn it up to eleven!)LinkedIn Groups SlideShare

Use Turkey Slices to Fuel Your Content Hubs

The Sophisticated Marketer’s Guide to LinkedIn

The Big Rock

16

Take it Global

The blog is the social media rug

that ties the room together.

The Blogging Food Groups

A steady diet of quality content for your blog

Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake

Friday: Chocolate Cake

21

BONUS Chocolate Cake

22

What Does Success Look

Like?

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

For those about

to Launch…..

FIRE!

26

MQL

26

Turkey Slices (Non Gated)

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK

(Gated)

Nurture

NoYes

The Results Out of the Gate

34%

32%

15%

9%

6%4%

Email

Blog

InMail

Direct/ SEO

Other

Display

AdWords 64%7%

7%

7%

6%

4%

2%1%

1%

United States

Netherlands

India

Canada

Australia

UK

Germany

New Zealand

Singapore

France

28

30

18,000% ROI

“Who I am as a guitarist is defined by

my failure to become Jimi Hendrix.”

– John Mayer

What is Thought Leadership?

“…both thought leadership and content marketing can very effectively build your

awareness and brand, but… true thought leadership is much rarer. Thought leadership

consists of ideas that require attention, that offer guidance or clarity and that can lead

people in unexpected, sometimes contrarian directions (think of Seth Godin). Thought

leadership needs to be educational and ideally provocative; content marketing can

simply be fun or entertaining”1

As Jeff Ernst, principal analyst at Forrester Research puts it:

“Business buyers don’t ‘buy’ your product or service, they ‘buy into’

your perspective and approach to solving their problems.” 1

Three Types of Thought Leadership

SUCCESS

Industry

Leadership

Product

Leadership

Organizational

Leadership

Thought Leader vs Thought Leadership

Thought Leadership Will Save Us

from Content Shock

39

The Marketing Team of the

Future (As Demonstrated by KISS)

40

41

The four unique band members work together to

deliver an amazing product.

Lays

Groundwork

Fuels Content Fuels Demand Gen

42

They consistently deliver content that their

fans want to consume and share.

43

Their PR efforts guide their vision as the

hottest band in the world.

They deliver amazing experiences on tour

(Event Marketing)

#INBOUND14

They built a thriving community.

46

47

48

The most effective platform for marketers to reach audiences,

nurture prospects and acquire customers

Accelerate sales

by reaching the

right people with

helpful content

throughout the

buying process

Share relevant content

and campaigns with

the world’s

professionals

Content & Campaigns

Get to the right people

with precision-focused

B2B multi-channel

marketing

B2B Marketing

“People want a thrill,

people want a spectacle

and people love

to be entertained.”

50

Thank You!Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg