Jaime Pham, Content Marketing Evangelist   @jaimelynn09 #linkedincontent

Mastering Content on LinkedIn

Which of these is NOT content marketing?

1 2 3

Connect the world’s professionals to make them more productive and

successful

Our mission

Productivity and Success Through Knowledge

Productivity and Success Through Knowledge

Best-in-class companies take an Owned + earned + paid approach

They have a well-established company page

Or Perhaps Several

And they understand that their employees are part of their brand

They get the most out of every piece of content

They test and optimize tirelessly

38% CTR lift

And they know that re-posting can earn new clicks

Now, the ever-present question: “what works on LinkedIn?”

But people still want to be inspired

And entertained. Even on LinkedIn.

For marketers, there is an opportunity

Shape Perception

Establish Trust

Drive traffic for nurturing

Earn new leads

To shape perception

Using Sponsored Updates, Adobe shared valuable thought leadership content targeted at marketers. The result? Those exposed to the updates were 50% more likely to agree that “Adobe is shaping the future of digital marketing”

To nurture prospects with sequential messaging

“We receive a lot of traffic to our homepage and we wanted to proactively leverage the value of that audience. So instead of waiting for them to return and dig deeper into our site, Lead Accelerator enables us to nurture them with a series of offers about specific areas of our catalog of professional development programs. This makes it easy for prospects to engage with the programs that they’re most interested in, and they’re seeing these offers across LinkedIn Sponsored Updates, Facebook News Feed, and display.”

And of course, to generate revenue

“Every dollar invested in LinkedIn Sponsored Updates yields more than $17 in revenue, almost 6x the ROI of Adwords” - Rachel Bassini, Director of Strategy & Operations at NewsCred

All it takes is creativity, consistency, and effective distribution

And solid analytics

976,000 members

852 members

Target Audience Members you would like to reach (monthly active users)

Content Marketing Engagement Members who engage with your content

Global ITDM (Managers )

Like, share, comment, follow, click

Content Marketing Score Unique Members Engaged

= = x Multiplier 872 Active Target Audience

Questions?

•  How frequently are companies posting to their page? •  How do companies get started with the publishing platform at a

company level? •  What are benchmark performance metrics?