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Content Marketing Best Practices 
©2014 LinkedIn Corporation. All Rights 
Reserved. 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
1
Introductions 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
2
Agenda 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
 Executive summary 
 5 Lessons from the Intel IT Center 
 Content on LinkedIn: What works 
 Top 10 tips for compelling updates 
 Success stories: using Sponsored Updates 
to drive business results 
 Key Takeaways 
 Q&A 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Executive summary 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
4 
Company updates and Sponsored Updates should be 
thought of as Native Content: content marketing 
delivered in a native format 
In order to be truly native, the content must match the 
context: keep it professional, helpful, and aspirational 
When crafting an update, be concise, and be mobile-friendly. 
More than ½ of sponsored update 
engagement comes from mobile devices
Content Marketing 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
5
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
6 
Content Marketing 
“Delivering information that makes your buyer 
more intelligent”- Content Marketing Institute 
Source: Content Marketing Institute
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
7 
The 4-1-1 Rule
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
8 
Intel’s 5 lessons: the Importance of 
Empathy 
Talk with, not at, your audience
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
9 
Intel’s 5 lessons: Strong Heart, Thick Skin 
Be passionate about your topic, and willing to fail
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
10 
Intel’s 5 lessons: Be Curious 
Experiment and Create New Best Practices
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
11 
Intel’s 5 lessons: Organic Updates vs. 
Sponsored Updates 
Existing Followers 
+ 
New Followers
Content Strategy Content Execution 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
12 
Intel’s 5 lessons: Process, Perseverance, 
and Discipline 
Through Both Strategy and Execution 
Frequency 
Mix 
R & R 
0 
+1 
+2 
+3
So who is your buyer and what are they on 
LinkedIn to learn about? 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Network Knowledge 
Identity 
Be accurate. Be human. Be helpful. 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Be accurate 
Use personas + LinkedIn targeting to ensure relevancy. 
Organic (follower) targeting 
Sponsored Update targeting 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
Recommended minimum 
audience size: 5-10,000 
Recommended minimum 
audience size: 250,000* 
*depending on budget and desired reach 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be accurate 
Watch what is trending on LinkedIn 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be accurate 
Call out your intended audience 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be human 
Simply: get personal 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be human 
Everyone needs a lighthearted break from work 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be helpful 
Help professionals be more productive 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Your Brand in the LinkedIn Ecosystem 
Three keys to success 
Be helpful 
And successful 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
22 
Company and Sponsored Updates on 
LinkedIn: Native Content 
Key Takeaway: native advertising in the 
LinkedIn news feed is about more than just 
matching the look and feel. You also need to 
match the context.
Top Tips for Compelling 
Updates 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
23
HEADLINES MATTER 
Strong language creates a 
sense of urgency 
Top Performing Sponsored Updates 
Numbered lists make content easier to 
consume 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
ASK QUESTIONS TO ENGAGE THE READER 
Top Performing Sponsored Updates 
Start with a question or quote to hook 
your reader 
Make sure the image is relevant 
and adds to the tone of the post 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
OPTIMIZE FOR MOBILE 
Top Performing Sponsored Updates 
Eliminate the intro copy, or keep it fewer 
than 150 characters 
Use link posts to optimize mobile 
clicks (make sure the landing page is 
responsively designed) 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
SPEAK DIRECTLY TO THE AUDIENCE YOU 
ARE TARGETING 
Top Performing Sponsored Updates 
Call out your target audience directly in the 
copy 
Ask questions and use “you” directly 
to your target audience 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
INSPIRE THROUGH STORYTELLING 
Use first-person language and 
include a clear call-to-action 
Top Performing Sponsored Updates 
Rich media image commands 
attention in the news feed 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
Success Stories 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
29
Results 
• 50% more likely to agree that “Adobe is 
shaping the future of digital marketing” 
• 2.5x more likely to agree that Adobe’s 
Sponsored Updates “captured their attention” 
“With the ability to 
target specific audiences with relevant and 
contextual content, Sponsored Updates 
allowed us to reach the right 
audience on the right channel, ultimately 
helping to move the needle on a primary 
objective – to inform and educate 
marketers that Adobe is an industry leader 
in providing digital marketing solutions.” 
Adobe 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
30 
Case Study: Adobe 
Sponsored Updates for Branding 
LinkedIn Confidential ©2014 All Rights Reserved
69% 
LinkedIn 
Shares 
“…The engagement has been 
unprecedented—nothing they had ever seen 
using traditional B2B marketing campaigns. 
Sponsored updates on LinkedIn have an 
engagement rate of 1.76%, which translates 
to over 3,000 new followers each week on 
their company page…” 
Newscred 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
31 
Case Study: Capgemini & NewsCred 
Sponsored Updates for Thought Leadership 
LinkedIn Confidential ©2014 All Rights Reserved 
100,000 
new 
followers 
Results
Case Study: Hubspot 
Sponsored Updates for Lead Generation 
Results 
• 400% more leads within their target 
audience than on other platforms 
"We have seen very high quality leads 
coming in from our sponsored updates on 
LinkedIn. Not only can we target the 
audience we want to, we can promote our 
best performing content. “ 
Hubspot 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
32 
LinkedIn Confidential ©2014 All Rights Reserved
Key Takeaways 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
33
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
34 
Key Takeaways 
Make your customers more 
productive and successful 1 
BlackRock 4 things to know about gold's biggest sell-off in years 
http://bit.ly/12FpSCZ 
Has Gold Lost its Luster? | iShares Blog 
bit.ly • Of all the investment topics I've discussed with clients, 
whether to invest in gold usually elicits the most divergent 
opinions. As an investment that is almost impossible to value, 
people's views on gold are often more a matter of philosophy 
than... 
Like (12) • Comment (6) • Share • 9 days ago
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
35 
Key Takeaways 
Be the editor: A/B test your 
headlines. Shorter tends to be 
better. 
2
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
36 
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 
• Make sure your landing pages are 
optimized for mobile traffic 
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
Q&A 
#LinkedInContent - @jaimelynn09 - @chris_p_intel 
©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 
37
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 38

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LinkedIn webinar: Content Marketing Best Practices

  • 1. Content Marketing Best Practices ©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 1
  • 2. Introductions #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 2
  • 3. Agenda #LinkedInContent - @jaimelynn09 - @chris_p_intel  Executive summary  5 Lessons from the Intel IT Center  Content on LinkedIn: What works  Top 10 tips for compelling updates  Success stories: using Sponsored Updates to drive business results  Key Takeaways  Q&A ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 4. Executive summary #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 4 Company updates and Sponsored Updates should be thought of as Native Content: content marketing delivered in a native format In order to be truly native, the content must match the context: keep it professional, helpful, and aspirational When crafting an update, be concise, and be mobile-friendly. More than ½ of sponsored update engagement comes from mobile devices
  • 5. Content Marketing #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 5
  • 6. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 6 Content Marketing “Delivering information that makes your buyer more intelligent”- Content Marketing Institute Source: Content Marketing Institute
  • 7. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 7 The 4-1-1 Rule
  • 8. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 8 Intel’s 5 lessons: the Importance of Empathy Talk with, not at, your audience
  • 9. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 9 Intel’s 5 lessons: Strong Heart, Thick Skin Be passionate about your topic, and willing to fail
  • 10. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 10 Intel’s 5 lessons: Be Curious Experiment and Create New Best Practices
  • 11. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 11 Intel’s 5 lessons: Organic Updates vs. Sponsored Updates Existing Followers + New Followers
  • 12. Content Strategy Content Execution #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 12 Intel’s 5 lessons: Process, Perseverance, and Discipline Through Both Strategy and Execution Frequency Mix R & R 0 +1 +2 +3
  • 13. So who is your buyer and what are they on LinkedIn to learn about? #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 14. Your Brand in the LinkedIn Ecosystem Three keys to success Network Knowledge Identity Be accurate. Be human. Be helpful. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 15. Be accurate Use personas + LinkedIn targeting to ensure relevancy. Organic (follower) targeting Sponsored Update targeting #LinkedInContent - @jaimelynn09 - @chris_p_intel Recommended minimum audience size: 5-10,000 Recommended minimum audience size: 250,000* *depending on budget and desired reach ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 16. Your Brand in the LinkedIn Ecosystem Three keys to success Be accurate Watch what is trending on LinkedIn #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 17. Your Brand in the LinkedIn Ecosystem Three keys to success Be accurate Call out your intended audience #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 18. Your Brand in the LinkedIn Ecosystem Three keys to success Be human Simply: get personal #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 19. Your Brand in the LinkedIn Ecosystem Three keys to success Be human Everyone needs a lighthearted break from work #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 20. Your Brand in the LinkedIn Ecosystem Three keys to success Be helpful Help professionals be more productive #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 21. Your Brand in the LinkedIn Ecosystem Three keys to success Be helpful And successful #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 22. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 22 Company and Sponsored Updates on LinkedIn: Native Content Key Takeaway: native advertising in the LinkedIn news feed is about more than just matching the look and feel. You also need to match the context.
  • 23. Top Tips for Compelling Updates #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 23
  • 24. HEADLINES MATTER Strong language creates a sense of urgency Top Performing Sponsored Updates Numbered lists make content easier to consume ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 25. ASK QUESTIONS TO ENGAGE THE READER Top Performing Sponsored Updates Start with a question or quote to hook your reader Make sure the image is relevant and adds to the tone of the post ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 26. OPTIMIZE FOR MOBILE Top Performing Sponsored Updates Eliminate the intro copy, or keep it fewer than 150 characters Use link posts to optimize mobile clicks (make sure the landing page is responsively designed) ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 27. SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING Top Performing Sponsored Updates Call out your target audience directly in the copy Ask questions and use “you” directly to your target audience ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 28. INSPIRE THROUGH STORYTELLING Use first-person language and include a clear call-to-action Top Performing Sponsored Updates Rich media image commands attention in the news feed ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
  • 29. Success Stories #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 29
  • 30. Results • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.” Adobe #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 30 Case Study: Adobe Sponsored Updates for Branding LinkedIn Confidential ©2014 All Rights Reserved
  • 31. 69% LinkedIn Shares “…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000 new followers each week on their company page…” Newscred #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 31 Case Study: Capgemini & NewsCred Sponsored Updates for Thought Leadership LinkedIn Confidential ©2014 All Rights Reserved 100,000 new followers Results
  • 32. Case Study: Hubspot Sponsored Updates for Lead Generation Results • 400% more leads within their target audience than on other platforms "We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “ Hubspot #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 32 LinkedIn Confidential ©2014 All Rights Reserved
  • 33. Key Takeaways #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 33
  • 34. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 34 Key Takeaways Make your customers more productive and successful 1 BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ Has Gold Lost its Luster? | iShares Blog bit.ly • Of all the investment topics I've discussed with clients, whether to invest in gold usually elicits the most divergent opinions. As an investment that is almost impossible to value, people's views on gold are often more a matter of philosophy than... Like (12) • Comment (6) • Share • 9 days ago
  • 35. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 35 Key Takeaways Be the editor: A/B test your headlines. Shorter tends to be better. 2
  • 36. #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 36 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 • Make sure your landing pages are optimized for mobile traffic 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
  • 37. Q&A #LinkedInContent - @jaimelynn09 - @chris_p_intel ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 37
  • 38. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 38

Editor's Notes

  1. Our mission is to connect the world’s professionals to make them more productive and successful. This is why LinkedIn exists. And we’ve been making strong progress on this mission.
  2. Our mission is to connect the world’s professionals to make them more productive and successful. This is why LinkedIn exists. And we’ve been making strong progress on this mission.
  3. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  4. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  5. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  6. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  7. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  8. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  9. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  10. I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.   We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.   We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.   We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.   The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.   We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.   So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
  11. Hubspot was one of our first pilot customers and has seen very strong performance.