Why LinkedIn Is Going “All-In” with Content Marketing

September 12, 2013

Content Marketing World wraps up another successful event bringing together the best content marketers from around the world for three days of insights, inspiration and education. Joe Pulizzi and company have once again delivered a stellar lineup of speakers, which LinkedIn was proud to be a part. On Wednesday, our very own Jonathan Lister presented the afternoon keynote titled “Why LinkedIn is Going All-In with Content Marketing” to a packed house of over 1,400 attendees and thousand more via live stream. As we prepare to post the recording, here’s a recap of the keynote main points.

CMW Keynote - Jonathan Lister

At LinkedIn, we have always believed in a “members-first” approach to everything we do and marketers can benefit from doing the same. We have observed that professionals act differently on a professional social network as they are demanding more content and insights so that they can be great at what they do.  As our members continue to seek out quality content, it opens up new opportunities for content marketers and publishers. By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. This fundamental shift is changing the mantra from “Always be Closing” to “Always be Helping.”

But creating remarkable content is only half the story. The latest findings from the Content Marketing Institute show that while 87% of survey respondents use social media for content distribution yet it received less than a 50% effectiveness rating. This is a clear indicator that there is a disconnect. The answer isn’t necessarily to create more content, but create more relevant content. The focus on relevancy will provide for a much better content experience and ultimately close this gap around content marketing success.

For more on the three types of relevant content and what LinkedIn is doing to advance relevancy, view the presentation here: