Strathcom had the privilege of attending a seminar recently put on by LinkedIn, the world’s largest professional network (225 million members can’t be wrong). LinkedIn held an invite-only workshop that focused on the merits of Content Marketing. Sitting down with Jason Miller, Content Strategist at LinkedIn (previously of Marketo fame) was very enlightening. Not only does Jason have great taste in music and a pretty impressive list of viral posts under his belt, he also has a key understanding of marketplace dynamics and knows how to give people what they want. Here are my key takeaways from Jason’s presentation 1. The Power of Social Media
2011 was the year of social media.
2012 was the year of content.
2013 is the year social media and content come together.
You need to be delivering content to your customers in the format they want to see it. Explore new options in addition to Facebook and Twitter like Vine, Pinterest, Slideshare to grow your client base and reach a new audience. Between 7% and 13% of traffic is dependent on social signals, so the more influential the people that share your content are, the better. 2. Change the Mantra from “Always be Closing” to “Always be Helping.” Your content should helpful, not sales driven. Provide value first. If your customers (and the search engines) feel that you and your site are a resource of information and provide a wealth of knowledge, you will get more traffic and more leads. Keeping your content consistent is key; make sure it’s frequently updated and supports your brand message. 3. You Have to Pay to Play Use specific targeting in Social Media and PPC to showcase your great content to a captive audience (these campaigns can be so specific as to target gender, income, interests, marital status, etc.). 4. Repurpose! Think of your content as Thanksgiving Dinner. Serve it up as a blog, and then reuse that content in a webinar or infographic. Some content works better in different formats, so experiment. 5. Keep it Entertaining There is a reason that singing goats went viral. People like to be entertained. Make it funny, make it original and find a way to connect your message to popular culture. To see the rest of Jason’s take on Content Marketing for Canadians, check out his slideshare presentation or follow him on Twitter.