If you're a B2B marketer, you probably already know that LinkedIn is rich with audience growth potential for your company. Whether LinkedIn is currently a major part of your strategy or not, who better to share LinkedIn content marketing tips than LinkedIn's chief content marketer?
Jason Miller is Global Content Marketing Leader at LinkedIn. He’s made a career out of marketing to marketers, and he’s also a rock ’n’ roll photographer. In his time at LinkedIn, he’s learned that “[LinkedIn] members are looking for content, and I think it’s up to us, as marketers, to deliver that.”
No matter your product, valuable content is the way to reach the B2B audience. LinkedIn is quickly becoming a top hub for materials to be shared and discussed. Jason says, “The most important thing is to think about LinkedIn beyond recruiting — because it’s so much more than that.”
On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we talk about how to get the most out of LinkedIn, the importance of good content, and the next wave of content creation. All this and more from Jason Miller, Global Content Marketing Leader at LinkedIn.
Take a listen here:
You should subscribe for the full episode, but here are a few takeaways from our conversation with Jason as he describes three smart ways to leverage LinkedIn for content marketing effectively.
“For the first time in the history of media, you can engage with the world’s professionals all in one place.” -Jason Miller (Tweet this!)
The first step is to join LinkedIn and create a standout homepage for your company. This acts as your identity hub and is the catalyst for everything else you do, so it’s important to reflect your organization and be accessible. The community on LinkedIn is vast and rich, and most professionals want to be a part of the conversations happening on this platform.
Jason points out in the podcast that “people spend time on other social networks, but they invest time when they’re on LinkedIn. They’re here to learn, they’re here to be inspired, they’re here to connect. They’re here to know what’s going on in their industry, be better at what they do, and be inspired by other marketers. I think that’s the big opportunity.”
“Slideshare is the B2B marketer’s secret weapon.” -Jason Miller (Tweet this!)
Jason describes Slideshare as “turning the content you have into a self-guided visual journey.” He urges you to take advantage of the Slideshare platform in conjunction with LinkedIn.
According to Jason, data shows that “content gets fifteen times more impressions than job listings in the [LinkedIn] feed.” That's a huge call to action for B2B marketers to create more engaging business material and get it on LinkedIn.
“If you’re not paying to promote your good content, then I think you’re missing the boat in content marketing.” -Jason Miller (Tweet this!)
What’s the point of having fantastic content if no one sees it? If you’ve invested the time to create wonderful content, you should invest just as much — if not more — into promoting it to be sure the right audience sees it.
Targeting your audience and putting a little money behind your post will go a long way to help you get the most out of your content. This is especially wise on LinkedIn where you know the right audience is spending time on the platform and thinking about work-related topics.
Extra Tip: Make sure your content is aligned with a strategy, or “Don’t create random acts of content.” (Tweet this!)
Write with a purpose and a strategy. Jason says, “I don’t think there are any excuses anymore. If you know that you have a different way to fix a problem and you’re not writing about it, and you’re not putting it out there starting with LinkedIn, then you’re just missing opportunities left and right.” Thanks, Jason, for preaching the content marketing gospel. I totally agree.
And that’s just scratching the surface of our conversation with Jason Miller (@JasonMillerCA). Get the complete low-down on the best ways to maximize your use of LinkedIn with an expert global content manager in this episode of the Marketing Cloudcast.
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