Interview with Jason Miller, Leading Global Content Marketing Manager at LinkedIn

We continue introducing to you top content marketing experts who inspire us by sharing their valuable experience. Today’s interview features Jason Miller, Leading Global Content Marketing Manager at LinkedIn. We had luck to meet him at San Francisco and he kindly showed us around at LinkedIn. 

 

Jason has a dynamic and interesting career track. Prior to LinkedIn, Jason was  responsible for Social Media Strategy at Marketo. Before that, he worked at Sony Music entertainment running marketing campaigns for big-name artists in music industry. Jason readily shares his thoughts on content marketing best practices in his numerous publications: he is a regular contributor to a leading marketing blogs and is an author of several award winning eBooks such as “The Social Media Tactical Plan” and “How to Optimize Your Social Channels for Lead Generation”. Below is the talk we had with Jason.

 

What is your biggest marketing challenge at LinkedIn at the moment?

The biggest challenge for me is to change the perception that LinkedIn is only an online resume or only used by HR professionals. The fact that there are so many opportunities for marketers, and more specifically content marketers, is the story that I am telling through our own content efforts. LinkedIn is moving towards becoming the definitive professional publishing platform and if a business is looking to connect and engage with other professionals, this is the place to do it.

Which marketing channels work the best for such a huge brand as LinkedIn? It’s a bit hard to believe that LinkedIn, the place where lots of people come to do some marketing also goes somewhere for that purpose. So if we come to LinkedIn to market, where does LinkedIn go? J

Well I work specifically on the LinkedIn Marketing Solutions team so I can’t really speak for LinkedIn as a whole, but I will say that every marketer should be using a multi-channel approach. We of course use our own solutions, Company Page, Groups, Showcase Pages, InMail, Sponsored Updates, SlideShare, Display Ads etc., but we also use email marketing, PPC, blogging and more. The idea is to get to the point of a truly integrated marketing strategy to reach our customers and prospects wherever they may be.

What would be top 5 things most marketers do wrong on LinkedIn or things they tend to neglect, but which have a hugу marketing potential? Can you give us some tips how to do marketing on LinkedIn right?

I wouldn’t necessarily say anyone is doing marketing wrong on LinkedIn, because different strategies work for different business goals. What I would say is to map your current business goals to the opportunities that LinkedIn Marketing Solutions provides. Start with the three main content hubs: Company Page, SlideShare, and Groups. Each of these channels when used strategically along with the right content can drive results.

I looked through your LinkedIn page and was impressed by your work at Marketo, there are some very impressive numbers of YOY growth mentioned. What do you think was the main reason of your success there? What was that turning point?

The reason for the success at Marketo can be applied to pretty much any company in my opinion. We had a good source of content to fuel our social channels and in addition to our organic reach, we had budget to do paid campaigns as well. Tie that into a full on integrated editorial calendar and you will get results. For instance, with a Company Page update on LinkedIn you can reach your Company Page followers, but when you put some paid behind it by using a Sponsored Update, you can break through to targeted folks who are beyond your following. That’s where the real opportunity comes to play, finding what works and scaling. You do that by paying to promote your own good content.

I also noticed that you kind of switched during your career from content marketing to social media and back, it seems that those two are very closely connected right now. But what do you think comes first social or content marketing?

I still do a lot of social marketing but I am much more interested in content and SEO and how they work together. The way I look at it is that content fuels your social channels, without it you will simply not get results.

Apart from LinkedIn, what is your favorite social network? If you are allowed to tell that J

That’s a good one. Even though I work at LinkedIn and it’s where I spend the majority of my time, I use Twitter a lot and check in on Facebook here and there to promote my concert photography and music blog. At the end of the day I spend the majority of my time blogging though.

Lots of people nowadays say that G+ network does not carry any real value for marketers? Do you agree? Or is it only applicable to some business niche?

I recently read somewhere that Google is referring to G+ as a social layer instead of a social network. I think G+ should be a part of a marketers plan moving forward since the search engines could eventually start using social signals to influence search results. Better to get a running start now. As a photographer I use G+ quite a bit to connect with other photos as well and I used to host every successful G+ Hangouts back at Marketo. I would recommend that marketers do a bit of trial and error and if they find success, do more.

Thank you, Jason for the interview and your time!

 

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