Jonathan Lister's presentation from our MIXX conference on March 20, 2014.

1. Why LinkedIn is going “all-in”
with content marketing
Jonathan Lister
VP, North American Sales

2. 60%
through decision
making process
Discover
Explore
Select
Advocate

3. Professional
Personal
invest time
spend time

4. Marketers need to
adopt a “members-first”
approach to content

6. Influencers

7. 1,825,795 10,929 4,262

8. Long-form Publishing Platform empowering members today

9. 4,635 391 44

11. 328,000Views!

13. The definitive
professional
publishing platform

14. Changing the mantra from
always be closing, to
always be helping

15. Marketers Audience
Content
Relationship

16. 50%87% Use social media
for content
distribution
Effectiveness
rating

17. XX%

18. The key ingredient to a
better content experience
is relevance

19. 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

20. Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams

21. Groups
McGill University
Alumni
Digital Marketing
Innovation
Canadian Expats
in Asia
Occupation
Board Member
Salesperson
Standardized
Job Titles
Account
Executive
Function
Sales &
Marketing
Company
LinkedIn
Industry
Internet
Size
5000+
Name
Soniya Monga
Demographics
Female
Geo
Toronto
Endorsements
Digital Marketing
Social Media Marketing
Advertising Sales
Strategy
Following
Bill Gates
Angela Ahrendts
Deepak Chopra
Ariana Huffington
Connections
2,445

22. Moving from information
to insight creates
content relevance

24. Staying relevant across
devices

25. Mobile is accelerating content consumption
41%
of unique visiting members
came through mobile apps
in Q4 2013

26. Smartphone consumption is always-on
9pm6pm3pm12pm9am6am

27. 3 types of real time
relevant content

28. Waiting for
the moment

29. In the
moment

30. Anticipating
the moment
Catching
trending topics
Defining
content strategy
Time period
Popularity

31. How do you know if your
content is more relevant?
Increased
referral traffic
Social
engagement
Higher
quality leads

32. What is LinkedIn doing
to advance relevance?
Highlight types
of content
Quantify
content influence
Provide
recommendations

33. The future of Content marketing is in your hands

34. Q&A