LinkedIn and Contently
“It used to be gate everything and don’t give away any content for free,” Jason Miller, Global Content Marketing Leader at LinkedIn said. “Now I see you have to ﬁnd a balance, to have an engine and a blog that creates content to drive awareness to that bigger piece of high-value [lead gen] content.”
Miller is responsible for developing content that helps turn the network’s 450 million users into leads who may be interested in paying for LinkedIn’s business solutions and premium subscriptions. His team has published more on the company’s Marketing Solutions blog, and they’ve learned ﬁrst hand that you can’t just push lead generation without putting time into brand awareness. This balance tells us a lot about the ways businesses have to communicate with today’s consumers.