LinkedIn is not a short game

Jaime Pham, content marketing consultant at Linkedin in London and one of the speakers at Super Content Marketing in Stockholm.

What is the general developments in business to business content marketing?
“We see more users of content marketing amongst companies and organizations. Popularity continues to grow. Companies are starting to organize dedicated marketing teams around content marketing.

What are the main goals for business to business content marketers?
“I see a good mix of branding and demand generation. For branding it is a mixture of corporate and talent branding. Linkedin is also used for product launch initiatives.

What brands do you have on the client list?
“We have thousands of companies running content on Linkedin. We have all the major B2B brands. It is very broad and it depends on the company and the region.”

Do your clients behave differently in different countries and markets?
“Most of our companies are global with local offices. So the biggest challenge becomes taking global content, localizing it and knowing what is appropriate for each region and also deciding how much content should be produced locally or globally.  This seems to be a constant challenge. “

What is the competition like for Linkedin?
“We don’t really have a single direct competitor. We are really the only professional social network that operate on a global scale.”

What are your business goals?

“We are really a members’ first organization. So it all comes down to our mission which is to connect professionals make them more productive and successful. We are an effective platform for marketers to run on. So we don’t necessarily think about market share. We think about providing marketers with something so they can provide our members with experiences and get a lot in return.

What is the biggest obstacles for Linkedin clients starting to work with business to business content marketing?
“In some organizations one obstacle is still getting the executive buy-in on content marketing initiatives. It is not a short game. It takes time to build an audience and trust and to require all the engagement content marketing really requires. You have to have patience, you have to be dedicated and have executive buy-in in your organization.

“From companies that have overcome these hurdles I often hear that producing enough or engaging content continues to be a tough challenge.”

Any hints & tricks to produce enough of engaging content?

“I don’t think a good content marketing effort actually takes as much content as some people think. You don’t need a newsroom turning out several pieces of content a day in order to have a presence.  You can have a couple of themes that you focus on throughout the year and have a couple of big pieces around that and get as much leverage out the big pieces. That can work quite well to fill a distribution calendar.

Do professionals require other kinds of content than consumers?
“Professionals are consumers too. Most consumers have a professional side. Some consumer content could work on Linkedin as long as it not is just promotional. The difference is that people on Linkedin are in a professional mindset and want to achieve something.

How do you think Linkedin will be used for content marketing in the future?
“It keeps growing and we are continuing to develop. So there will not be any shortages of opportunities for companies to do interesting and individual things. We have a product road map. But I am not going to do any product announcements.

What is your advice for companies wanting to be successful on linkedin?
“Always put the audience first. People expect to read things useful for them on Linkedin. The biggest mistake I see companies make is to still market themselves in the usual promotional way.

What will you be talking about in Stockholm?
“I will help inspire the audience with samples on content marketing going well within a professional audience. It will be a mixture of both B2B and B2C.  And I will give some tips on what works well. Hopefully we have some time for Q&A.