Why LinkedIn is going “all-in” with content marketing

 Jonathan Lister VP, North American Sales

60%through decision making process

Discover

Explore

Select

Advocate

Professional

Personal

invest time

spend time

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