LinkedIn Enables Marketing. Content Efforts with ... unitsâ Talent Solutions, Marketing Solutions, and Sales ... organ
LINKEDIN | CUSTOMER STORY
“The metrics in Kapost cut our content analysis time in half.” -Jason Miller
LinkedIn Enables Marketing Content Efforts with Kapost Since launching Kapost this year, all three LinkedIn business units— Talent Solutions, Marketing Solutions, and Sales Solutions—are up and running with Kapost as their content engine. Together the three teams have produced 23 multichannel campaigns built from 29 content types. Strategically, LinkedIn focuses on creating “big rock” content assets that both “own conversations” in the competitive space and also fuel multi-channel, multi-distribution campaigns with derivative assets and promotions. One recently released “big rock” asset resulted in the following wins for LinkedIn: 1. A , “rolling thunder” approach using their blog, Showcase Page, and Sponsored Updates 2. Multiple demand generation campaigns fueled with content
• Headquarters: Mountain View, CA USA • Industry: Professional Identity • Members: 400,000,000 +
3. And, more than a year later, it continues to be a huge driver of marketing qualified leads
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CONTENT TYPES And that was just one campaign. Scaling this process can be cumbersome and time-consuming without technology to support the people responsible for its success. “We couldn’t do this without some sort of platform to organize everything we did,” said Jason Miller, Leading Global Content Marketing for LinkedIn Marketing Solutions. LinkedIn chose Kapost to keep their campaigns organized, analytics measured, and content marketing scaleable. “We now have all our assets nice and organized. Everyone on our team has access to one central location. We can easily pass along feedback, where the asset is. And we have a central editorial calendar.” Apart from production efficiencies, LinkedIn also uses: • Kapost’s analytics dashboard to assess what’s working and what’s not.
“It’s increadibly powerful.” -Jason Miller, Leading Global Content Marketing for LinkedIn Marketing solutions • All three business units are using Kapost within one year. • Together, LinkedIn has produced 23 multichannel marketing campaigns with Kapost.
• Sophisticated multi-source metrics including the attribution modeling feature Content Scoring and performance metrics. • Data-backed content insights to pinpoint areas to optimize content for future campaigns and stronger ROI. “The metrics in Kapost cut our [content analysis] time in half,” Miller said. “It’s incredibly powerful.”
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