//How LinkedIn has climbed to the top of the search for LinkedIn marketing

How LinkedIn has climbed to the top of the search for LinkedIn marketing

 

 

 linkedin-top-search-linkedin-marketing "width =" 390 "height =" 215 "class = "-81359" /> Editor's note: Jason Miller is a finalist for the Market Marketer of the year 2018. We will share the point of view of the CMY finalists on the blog <a href= before the winner to be announced to Content Marketing World in September.

Less than five years ago, the social media giant LinkedIn was not the best result for LinkedIn related research for marketing. Sites that covered best practices on social media, such as Social Media Examiner, have surpassed it.

Using a scalable content strategy consisting of a single type in a symphony of multimedia jams, LinkedIn's Sales and Marketing Solutions group claimed its search status and developed a healthy approach. As head of content marketing and social media for the group, Jason Miller orchestrated all of this and won the 2018 nomination in the Market Marketer of the Year category.

Taking a tour in his list could inspire success on your part.

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Rock one platform first

A collection of "big rock" content assets – in-depth projects requiring more time, resources, and budget – helped LinkedIn to own key topics. The first success of the team took place in 2013 with LinkedIn's Sophisticated Marketing Guide . Updated annually, it has been downloaded more than a million times. The guides have been translated into six languages.

A Collection of Big Assets #content helped @LinkedIn to address key topics, says @JasonMillerCA #CMWorld Click to Tweet

 sophisticated-marketing-guide-to-linkedin "width =" 606 "height =" 418 "/></p><p> The other downloads followed the same formula:</p><p>Sophisticated marketing guide on thought leadership<br /> Sophisticated marketing guide for content marketing<br /> The Sophisticated Marketing Guide to Global Marketing</p><p> From this base, Jason and his team created several hundred derivative tracks, including <a href= Infographics Mobile Downloads, Blog Articles, SlideShare Presentations, and Influencer Blogs.

Remix your traces of platinum

Since the launch of the series, Jason's content team has helped extend the Sophisticated Marketer brand to include regions, topics, topics and content formats.

Marketer's sophisticated downloads have provided a foundation of success for running many variations of the theme.

The Podcast of the Sophisticated Marketer

In 2015, Jason launched the podcast to tell the story of marketing on LinkedIn via a new channel. Every two weeks, Jason interviews marketing professionals and creates a show, as the description says: "No fuss or frills, true marketers who talk about what matters most."

Guests such as Seth Godin, Tamsen Webster and Shannon Brayton, LinkedIn's CEO, have attracted the most attention. In total, the 70 episodes he has produced to date have recorded 150,000 downloads in 117 countries.

The podcast was featured in LinkedIn's Live Campaigns and Events based on marketing (including episodes from Cannes Lions, Festival of Marketing, and Advertising Week NYC and London). Jason buys all the guests in an organic way, and the podcast is booked two seasons in advance.

 sophisticated podcast-marketers "width =" 974 "height =" 481 "/></p><p><strong> CONTENT APPARENT TO THE CAMERA: <a href= How to Develop and Develop a Successful Podcast

The sophisticated marketing quarterly

Jason and his team launched this print and digital magazine as a test with a British edition in October 2017. Billed as a magazine "for B2B marketers, with the help of rock stars, of psychologists, social media gurus, and more, "the 80-page edition included the Best Content of the LinkedIn Marketing Solutions blog. The first issue reached enough goals to merit a North American version (January 2018) and a World Edition (May 2018). His list of subscribers has reached 5,000 people and continues to grow.

. @ LinkedIn has transformed its Marketing Solutions blog into an 80-page print and digital magazine. @JasonMillerCA Click to Tweet

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Sophisticated Marketing Sessions

Each of these Multimedia Course Classes in Marketing examines one aspect of LinkedIn's B2B marketing. The sessions include infographics, case studies, videos, guides and cheat sheets and have attracted 15,000 hits since the launch of the series in November 2017.

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Take ideas from everywhere

The creative inspiration can come from anywhere: a record sleeve, a band, a TV show. And just as applicable to B2B as any other type of marketing. The covers for the Sophisticated Marketer's Guide series take classic book design benchmarks. The podcast and the magazine are inspired by writers, musicians, filmmakers and many others.

The Idea of ​​ B2B Dinner for Five a video series based on an evening with B2B marketing experts, comes from the Dinner for Five show developed by Jon Favreau.

Jason hosts this unique show that addresses the key marketing issues in three unmonitored conversations, with behind-the-scenes stories, provocative opinions and secrets that viewers would not get from any standard interview.

. @ JasonMillerCA's #video series addresses marketing issues on three unprotected convo journeys. #CMWorld Click to Tweet

The pilot episode, released on April 5, 2017, kicked off with a special live invitation-only show, where the audience could ask questions to guests. Taking a page from the Hollywood game book, Jason has created several teasers and trailers to help build the story and create a buzz around the world premiere and official launch.

Jason and the team divided each of the dinners into several "courses " and released them at regular intervals to increase their interest. This approach also helped the team reuse video content by natively publishing Twitter, Facebook, Instagram, Snapchat and, of course, LinkedIn.

Each episode is also posted on the LinkedIn Marketing Solutions blog and the campaign serves to promote the blog and LinkedIn itself as a source of marketing information.

The team used Vidyard to host the videos and track the results, and then released the series on YouTube. Over three months, the series generated 12,500 video views in total. He also appeared in the rankings with 7,600 blog postings and more than 1,600 total social actions.

The series earned a spot in the Short Marketing Week Masters (B2B) 2017 and was a finalist at The Drum Awards.

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Make the most of your professional (and personal) skills

You can see the roots of many sophisticated marketing specialist's insights into Jason's pre-LinkedIn career.

He began his career in content marketing as an entertainment writer, and then attended the development and promotion of alternative artists for Sony Music Entertainment for over ten years. years.

Meanwhile, he saw the music industry implode as he battled impending digital competition before making his first dive into the world of digital marketing with social media and posts content at Zoomerang and Marketo.

Outside of work, Jason works as a concert photographer. But he is clearly at ease in front of the camera and the live audience. LinkedIn has created a global evangelist role specifically to let him mine these skills. As a leader in the LinkedIn brand and message, he spoke at 41 events in 2017 and completed more than 100,000 organic engagements for LinkedIn.

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Popular and Popular Acclamations

There is no question that Jason and his team deserve praise from LinkedIn. Their combined media efforts increased traffic to the Europe, Middle East and Africa (EMEA) blog and gave people a reason to stay – the time spent on the page grew by 134%.

Yet Jason keeps in mind that to get these results, there must be something for the public .

"Engaging an audience is now a form of transaction in itself," he says. "As a marketer, you need to decide how a person who pays attention to you will add to it. If not, simply encourage them to stop paying attention to you in the future. "

Engaging an audience is now a form of transaction in itself, says @JasonMillerCA. #CMWorld Click to Tweet
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To find out who is being named Marketer of 2018 content of the year (and lots of other things for your content marketing program), is recording today. for Content Marketing World from September 4 to 7 in Cleveland, Ohio. Use code BLOG100 to save $ 100.

Cover image by Joseph Kalinowski / Content Marketing Institute