Ashley Zeckman

How Does LinkedIn’s Jason Miller MAKE Marketing Magic? #MPB2B

Ashley Zeckman     B2B Marketing, Marketing PR Conferences


Effective content creation requires more than setting goals, implementing a strategy and creating your assets. For content to really be great, your audience needs to see it. One of the most effective content promotion mechanisms is the use of social media.

MarketingProfs and Content Marketing Institute recently found that LinkedIn is the most effective social media platform for B2B marketers to distribute and promote content marketing assets. Instead of searching through countless websites looking for best practices, we’re taking you straight to the source.

We have partnered with MarketingProfs to bring you insights from some of the top speakers that will be presenting at MarketingProfs B2B Marketing Forum (October 20 – 23).

Today we kick off our four part MarketingProfs interview series with none other than LinkedIn’s Jason Miller. Curious to know how the Global Content Marketing Leader at LinkedIn continues to MAKE marketing magic at the the most successful B2B social platform for promoting content marketing?

Making Marketing Magic with LinkedIn’s Jason Miller

The more we encourage crazy ideas, the more creative our team can be.

What are some approaches or processes that you follow in the making of creative marketing at LinkedIn?

  • Quality over quantity
  • Personality over conformity
  • Measurable over fluff
  • Spitballing over brainstorming
  • Grandiose over mediocrity
  • Never chasing the new shiny object

How do you inspire creativity at LinkedIn?

Instead of brainstorming we do spitballing. The difference is that during brainstorming some of the ideas are thrown out completely. With spitballing everything stays on the table, no idea is ever thrown out and no idea is ever looked down upon. The more we encourage crazy ideas, the more creative our team can be.

Has your experience as a musician impacted the way you approach creative content marketing?

Absolutely. There is certainly an element of Axl Rose, Black Sabbath, Whitesnake and other heavy metal bands that I love in every piece of content I produce. It’s part of who I am and what sets me apart. Heavy metal has always inspired me to be a better person as well as a better marketer. There’s also a lot of B2B Marketers who are metal fans, just ask Brian Clark, Robert Rose, C.C. Chapman, Scott Stratten and Lee Odden.

What are some of the most creative uses of LinkedIn for marketing that you’ve seen?

20th Century Fox’s Taken 3 Showcase Page Promotion

Fans of the Taken franchise were provided a unique opportunity to follow the movie showcase page on LinkedIn as a sign of their interest. Bryan Mills (played by Liam Neeson) then picked one lucky winner to have him create a video endorsement of their skills.

Read More

Nissan’s Brilliant InMail Campaign

nissan case study

Nissan chose to launch a campaign on LinkedIn largely in part because of the expertise in targeting capabilities. The goal of the program was to sign as many qualified individuals up for test drives as possible. One of the biggest opportunities for Nissan was to reach the right audience segments, with the right message, at the right time.
Read More

Citi’s Professional Women’s Network

Citi Network Case Study

In 2012, Citi partnered with LinkedIn to create a branded community for professional women. Because of the role that many women play in making household purchasing decisions, Citi was very motivated to begin connecting with these individuals.
Read More

What are three things you want attendees to understand from your session, “Teach Me How! Content Marketing For LinkedIn”?

  • The importance of having LinkedIn as part of a successful integrated marketing approach.
  • How to amplify and personalize your content using LinkedIn for driving brand awareness, lead generation and ultimately revenue.
  • Inspirational examples of marketers who are killing it on LinkedIn as well as a behind the scenes look at how LinkedIn uses LinkedIn for marketing.

What inspires you to MAKE marketing magic?

My team, partners and agencies that I work with. There’s a certain chemistry that sparks creativity and innovation, and for me it’s fueled by the marketers I choose to surround myself with.

MAKE Your Own Marketing Magic

Thank you Jason for sharing some of your secrets for making marketing magic. If you want even more insight on B2B marketing from some of today’s top marketers be sure to check out the MarketingProfs B2B Marketing Forum, and our next interview on October 5 with Uberflip’s Hana Abaza.

If you’re already planning on attending MarketingProfs B2B Forum, be sure to check out TopRank Marketing CEO Lee Odden’s session, Participation Marketing: If You Want B2B Content to Be Great, Ask Your Community to Participate.

Disclosure: LinkedIn is a TopRank Marketing Client.
Header image via Shutterstock

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.