True to form, LinkedIn’s Jason Miller rocked his presentation at the MarketingProf’s B2B Marketing forum by opening up with some inspirational words from The Clash:
If you don’t like the world, then change it.”
As Jason shared, the Clash changed the world, and so can today’s B2B marketers. But they’re facing some interesting challenges such as the fact that:
- 60% of B2B content goes unused (Content Marketing Institute & MarketingProfs)
- 44% of consumers consider ending a brand relationship because of irellevant promotions (Chief Marketing Officer Council)
How can marketers overcome these challenges? Below are a few ways that LinkedIn built their content empire.
Focus on Goals, Objectives, Strategy & Tactics
When starting down this journey, LinkedIn had a singular goal: