Behind The Content

TABLE OF
CONTENTS
03
Behind the Content
25
One Second on the Internet
04
A Dramatic Surprise on a Quiet Square
30
Culture Code
09
Economic Impact
35
Our Blades are F-ing Great
15
The First SlideShare Infomercial
39
The Sophisticated Marketers Guide to LinkedIn
20
I Can Has UberKittens
44
Content Loop
Behind the Content | 2
BEHIND THE
CONTENT
Behind the Content is
a LinkedIn and HubSpot
collaboration inspired by
the popular VH1 series,
Behind the Music.
Get ready to hear the stories Behind the

Content as we enter the minds of some of
the webs coolest content creators. From
big brands to agencies and even individual
designers and developers, this eBook sheds
light on the content creation process from all
corners of the web.
Behind the Music took storytelling to a

whole new level by lifting the curtain to
reveal a fascinating look at artists personal
lives and the journey that led to their most
compelling and well-known works.
From inspiration to execution and finally

measuring success, Behind the Content
walks you through these groundbreaking
campaigns from beginning to end.
Here at LinkedIn and HubSpot, we thought

it would be fun to apply this concept to
the marketing world by interviewing the
masterminds behind some very clever
campaigns and getting the real story behind
the content. The idea was to explore their
inspiration and share it with the world.
What you hold in your hands, or more likely
on a screen in front of you, is the how (and
why) behind some of the most innovative
pieces of content in recent memory.
Jason Miller
Senior Content Marketing Manager,
LinkedIn Marketing Solutions
@jasonmillerca | @LinkedInMKTG
We hope you find these stories as informative

and compelling as we did. In sharing these
stories with the world, we expect the insights
gained will provide inspiration to take your
future campaigns to a new level.
And without further ado, here are the stories
Behind the Content.
Erik Devaney
Content Strategist,
HubSpot
@BardOfBoston | @HubSpot
DUVAL GUILLAUME
A Dramatic Surprise on a Quiet Square

Kris Hoet
Duval Community Managing Partner, Digital/Change Architect
Duval Guillaume
In order to launch a new high quality

TV channel in Belgium, TNT needed
to think out of the box. By adding
a bit of drama to an average town,
they did just that.
Where did the inspiration for the
video come from?
that into We realize that when you

add some drama to daily life it gets
more interesting (when youre a
spectator). And thats how we started
creating. This video was one of the
ideas that we presented, and the rest
is history I guess.
It came from the brands baseline:

we know drama. We translated
A DRAMATIC SURPRISE ON A QUIET SQUARE
We know drama.
Can you provide a quick walk-through of

the creation process and the time frame that
wasnecessary for creating the video?
When we present ideas its really only the
core idea, which means that it isnt developed
yet into details. The details come together
after the client made the decision to continue
with the idea. After that, its all about
developing the idea, working it out in detail,
finding production partners, location all
without storyboarding. The message is clear
but theres no script. Because in the end, you
know the stunt you want to pull, you know the
kind of footage that you are looking for, but its
only after you see all the video that was shot
that you can start creating the final product.
We didnt work that long on this one, I think 2
months at the mostincluding only 1 day for
the shoot which allowed us to do the whole
scene about a dozen times.
Still today (2 years after launch) the video averages about

10,000 views every day.
What are your key learnings/takeaways from

the content and how was it received?
There were quite a few takeaways. One was
that you need to staycommitted to the idea,
as there were several moments throughout
the whole process it looked like it wasnt
going to work. Another one was about
the speed of the viral impact. Literally 23
hours after putting this video online it was
generating several tweets a second and even
though one of our other campaigns (Bikers
for Carlsberg) had done about 25 million
views only a few months before that, the
sharing rate at whichPush to add drama
was shared was just stunning.
Still, even 2 years after launch, the video
averages about 10,000 views every day.
It still is the second most shared commercial of all time

according to Unruly Media, and were still quite proud of that.
What does success look like? Did it meet

and/or exceed your goals?
The key success elements were very local, but
the global buzz made some of that happen.
The campaign was picked up locally by every
major broadcaster, every newspaper or radio
station, not once but twice. The first time
after the video was released and a second
time shortly after when the first results of the
virality came rolling in. Several millions of
views after only a few hours can do that to a
campaign ;-) We had to make sure people
in Belgium knew this new tv station was
launched so we definitely made that happen.
The fact that the campaign gathered more
than 50 million views worldwide, over 4

million shares and was shown on tv from CNN
toJapanese television only added to that. It
still is the second most shared commercial of

all time according to Unruly Media, and were
still quite proud of that.
Kris Hoet
Duval Community Managing Partner, Digital/Change Architect at Duval Guillaume
Kris Hoet has over 15 years of experience in implementing digital as part of an integrated communications
approach. His experience has been mostly in an international environment. Since 2009 the agency has won
Belgian Digital Agency of the Year (2010 & 2011), Belgian Creative Agency of the Year (2012 & 2013), Cannes
Lions Media Agency of the Year and has won many awards including 25 Lions in Cannes.
+ Follow Kris Hoet
+ A Dramatic Surprise on a Quiet Square

Economic Impact
Dennis Goedegebuure
Head of Global SEO
Airbnb
To better understand the economic

impact of their users, Airbnb worked
across departments and gathered
detailed research and data on 8
major cities around the world.
This material was used to develop
an interactive infographic which
can be viewed perfectly on all
mobile devices.
Where did the inspiration forthe

campaigncome from?
Over the last 2 years,Airbnbhas
been working with an external
research & consulting firm to map out
its economic impact.
ECONOMIC IMPACT
76% of the Airbnbs you can rent in these 8 cities are actually
outside the main hotel districts.
Airbnbsguests have an impact on the local

economies of a citys neighborhoods. As
Airbnb listings are more spread out over a city,
the Airbnb guests bring more tourist money
into neighborhoods which usually are not often
visited by guests of the city who typically stay in
a hotel.The data shows that 76% of theAirbnbs
you can rent in these 8 cities are actually outside
the main hotel districts.
After conducting 8 studies of several large
cities around the world, the Economic Impact
content piece we launched was aggregating
the metrics from the 8 studies.
The graphic design work was done internally,
where the interactive page was built by a
partner,copypress.com.
ECONOMIC IMPACT
As Airbnb is designing for mobile first, the Infographic would

need to be able to be consumed on any device.

the planning/creation process and the time
frame that wasnecessary for orchestrating it?
There was a large amount of time invested
in these 8 studies for the different cities. The
content for these studies has been bundled in
a printed version of the report.
For the Interactive Infographic we could
recycle the existing data and outcomes of
these studies, which made the timeline much
easier to handle.
AsAirbnbis designing for mobile first, the
Infographic would need to be able to be
consumed on any device. The majority of
the time went into making sure the different
graphical elements aligned perfectly on any
screen size or device.
ECONOMIC IMPACT
A piece of content like this Economic Impact Infographic

needs to be a team effort across the different departments.

A piece of content like this Economic Impact
Infographic needs to be a team effort across
the different departments. For this piece we
worked across the following departments to
get to the best outcome:
GovernmentRelations: Conducted the
Economic Impact studies
Communications/PR: Worked with their
existing network of media to get an exclusive
placement in the Washington Post
Graphic Design: Aced the design work, and
worked with the external developers to get
the infographic perfect on any screen size
Legal: Final approvals of all the data we
could share
Engineering Team: Engineering and
deployment of the application on
theAirbnbstack in a timely manner
External Vendor: Copypress, as a partner in

building the application, and giving feedback
on interactivity in HTML 5; social media team
who pushed the content onto several social
media streams for extra amplification
This content piece was not supported

with additional paid social media, which
is a takeaway for the future. The time for
free social virality is over, where it has
become a pay-to-play on social for the extra
amplification of engaging content.
ECONOMIC IMPACT
This particular piece of content has reached the goals we

had set out...

This particular piece of content has reached
the goals we had set out, both in the social
engagement, as well as the media attention
we got.
As the content has been designed as
evergreen content, we could still push
this particular piece of content over the
next couple of months using paid social
amplification, and reach new potential
customers or influential decision makers in
the 8 cities we analyzed, or in other cities
around the world.
Dennis Goedegebuure
Head of Global SEO at Airbnb
Dennis Goedegebuure works for Airbnb in San Francisco as Head of Global SEO. In this role, Dennis is looking after the global strategic
vision where SEO delivers a best-in-class organic search experience to people all over the world, where people are inevitably inspired
and encouraged to begin their journey with Airbnb. Prior to Airbnb, he was at Geeknet and eBay. He began his career working in The
Netherlands for both Geeknet and eBay. After 3.5 years, he transferred over to the US San Jose office, to take on a global coordination
role in Internet Marketing, with the emphasis on SEO.
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+ Airbnb Economic Impact
MARKETINGPROFS
The First SlideShare Infomercial

Ann Handley
Chief Content Officer
MarketingProfs
The crazy sleep schedule of a new

mom, combined with too much latenight TV, brought about a one-of-akind infomercial for the B2B Forum.
Where did the inspiration come from?
The inspiration for the Worlds First
SlideShare Infomercial came from
Corey OLoughlins then-newborn
son, Colin OLoughlin.
Corey was a new mom last spring,
and so as a result she was awake
at odd hourssome of it spent

watching lots of bad late-night TV.
So the inspiration for the SlideShare
Infomercial came from her watching
actual infomercials. As I talk about
on stage all the time, this is one
case where we looked to analogy
instead of example. Whats new in
your industry is newfor all content
marketers. We took the idea of an
infomercial and spun it for a B2B
audience with this mash-up.
THE FIRST SLIDESHARE INFOMERCIAL
We took the idea of an infomercial and spun it for a B2B

audience with this mash-up.
Can you give me a quick walk-through of the

creation process and the time frame that was
necessary to create the SlideShare?
Sure. Corey was actually visiting her in-laws in
Boston, so we scripted and storyboarded this
out in a rare in-person collaboration in my
family room last April.
Script development took about two hours of
back and forth; then Corey gave me a shot list
(for my photos) and we approached various
influencers to get their participation. Once
we had all the assets in hand, it went quickly;
generously, Id say it took a day in total. But
honestly it was probably more like 56 hours.
Of course, what Im not counting here is any
of the broader strategy work that this piece of
content fit intobecause it wasnt a oneoff piece of content, but a piece of a larger
story of the B2B Forum as a different kind of
B2B event.
It wasnt a one-off piece of content, but a piece of a larger story

of the B2B Forum as a different kind of B2B event.
What are your key learnings/takeaways

from the content and how was it received?
1. Look for universal or shared knowledge
points and experiences. (Like everyone
knows how cheesy an infomercial is) and
play off them.
Joe Chernov
Approved.
2. Take a risk once in a whileand trust your

gut when you do. Not everyone we asked
agreed to participate, and some people
didnt say as much, but clearly thought
it was a dumb idea. Others thought it
was just flat-out unfunny. But Corey and
I thought it was fun and funnyso we
trusted our instincts on it. It mightve
failedGod knows some of our stuff
doesbut we had a creative hunch it was
a winner.
3. Have some fun. Some people approach
content development like its a root canal.
We approach content like its Happy
Hour: we get really psyched up for new
projects like this! Also, we drink. (Im
kidding.) (Or am I?) :)
Take a risk once in awhile and trust your gut when you do.
4. Have a great collaborator!

Corey is brilliant.
5. Everything doesnt have to be superpolished to be worth while. The value of
content marketing is not measured by the
hours it took to create ityou can safely
ignore that metric!
(including some influencer) audiences.

Sharing stats were solid for the SlideShare
and blog post we wrote on it, and it
generated some great buzz for us. But a
surprise for us was that it sold FOUR tickets to
the B2B Forum within the first few hours that
we could attribute to the SlideShare. I guess
some people really wanted that ShamWow.
:D
The expressed goal was this: We created this

piece to reach our audiences audience
to create some momentum and reach new
Ann Handley
Chief Content Officer at MarketingProfs
Ann Handley is the Chief Content Officer of MarketingProfs and the co-author of the bestselling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts,
Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business.
+ Follow Ann Handley
+ Worlds First SlideShare Infomercial

I Can Has UberKittens

Jen Joyce
Community Manager
Uber
Uber wants you to hop into an SUV

full of snuggly cats during your
morning commute. Too good to be
true? We arent kitten around.
Where did the inspiration for
UberKittens come from?
and when you climb in there are a

ton of little baby kittens climbing
all over you for you to snuggle on
your trip. Obviously, this would be a
logistical nightmare but I wanted to
make SOMETHING with kittens and
Uber happen...
Well, I love kittens. The idea

basically stemmed from a dream of
mine to be able to request an SUV
I CAN HAS UBERKITTENS
I wanted to make SOMETHING with kittens and Uber happen...

the planning/creation process and the time
frame that was necessary for orchestrating it?
SXSW 2013... I had set up a meeting with
Emily from Cheezburger (You know, the
famous meme site where all the cat memes
live.) and I knew that together, with all of
the love we have for cats, we could make
this happen! So after many meetings and
brainstorming sessions, we came up with
ICanHasUberKittens!
People. Love. Kittens. We just did not have enough kittens to

fulfill most requests. People were going catnip crazy for them.
Basic Deets:
When: National Cat Day! 10/29/13
Who: Partnership between CheezBurger,
Uber & local animal shelters.
Cities: NYC, SF, SEA
What: Deliver 15 minutes of snuggle time
with three cats, cupcakes and fun swag.
The minimum cost was $20 per visit with
the option of donating more. All of the
donations went to the local shelters!
People. Love. Kittens. We just did not have
enough kittens to fulfill most requests. The
good thing? That means there were not
many homeless kittens for us to deliver for
snuggles. The bad thing? People were going
catnip crazy for them. Exhibit A.
#ICanHasUberKittens exceeded our expectations a lot. Six of the

kittens chauffeured around were adopted!

For some, we made the impossible happen
a little, fluffy, snuggly kitty that actually came
to you when you called it. A lil data for you
to peruse: In order to fulfill every request for
UberKITTENS, we would have needed 217x
more cats5,223 if you want to be exact. Thats
about 1,044 kittens delivered every hour.
#ICanHasUberKittens exceeded our
expectations a lot. Six of the kittens
chauffeured around were adopted! The
shelters saw increased donationnot just as
a direct result of our delivering kittens, but
as an indirect result of all of people going

to their websites and sharing the love. In the
end, #ICanHasUberKittens raised a total of
$14,268 for the shelters we partnered with.
On top of all of that pawsitive (see what I did
there?) stuff, 42 major news outlets reported
on it (including the likes of CNN, Today, and
CNBC) and we saw 20+ million social media
impressions. I think that Ben Parr summed
it up when he said via a tweet that Uber
broke the internet with ICanHasUberKittens.
Purrrrrfect.
Jen Joyce
Community Manager at Uber
Jen Joyce does marketing, social media, event planning and more at Uber.
+ Follow Jenn Joyce
+ ICanHasUberKittens
One Second on the Internet

Steven Lewis
Designer, HTML/CSS Developer
Steven Lewis wanted a new and

simple way to present data. His
website about the internet, shared
on the internet, resonated incredibly
well with his audience ofyou
guessed itinternet users.
Where did the inspiration for One
Second on the Internet come from?
As a designer, I notice new ways
of presenting information online.
Ive come across a few sites which
require a lot of scrolling to get

the message. One I remember in
particular compared the scale of
people to planets and microbes,
and required the viewer to scroll to
zoom in and out. I also spent a lot
of time looking at infographics and
videos about the Internet, which I
used for research with my team. A
big inspiration for this was all the videos
and stats I came across that didnt make
much sense to me.
ONE SECOND ON THE INTERNET
As a designer, I notice new ways of presenting information online.
Can you provide a quick walk-through of the

necessary for creating it?
The time frame was really short. I spent about
two days brainstorming and collecting data
with a coworker, but the real idea didnt hit
me until after work when I was sitting on my
porch, just doodling. I stayed up pretty late
that night to build the site. I only stopped
because I had some goofy stuff in the
Javascript and it was taking forever to load
the page. The next morning, one of my other
coworkers, who is amazing with Javascript,
helped me load the icons in a better way.
We then spent another day or so iterating
on the page with our team, making it look
awesome, and writing the little bit of copy
there is. All told, the whole thing was built
within a work week.
Pretty much anyone who came across it could relate to it.

I think one of the main reasons this site
was so popular was because it was about
the Internet, and we were sharing it on the
Internet. That sounds obvious, but it didnt
really hit me until after it was getting shared
a lot. Pretty much anyone who came across
it could relate to it, because they obviously
were an Internet user, and most people
came across it on one of the social sites
we featured stats from. So it reminded me
to really consider your audience, how they
will come across your content, what theyre
interests are, etc.
I was also surprised how many people
missed that the orange arrows are clickable,
and will do all the scrolling for you. Its a
nice surprise if you find it, and I kind of like
hearing about peoples fingers getting tired
from scrolling, because the point of the site is
to help people visualize and FEEL the stats. I
hope no one was seriously injured, though.
I think one of the main reasons this site was so popular was
because it was about the Internet.

For this site, success was just getting some
visitors to our page to start testing our new
product, so we certainly met that goal. I know
I personally was surprised at how well it did.
Its been live for a few months now and it
still gets a decent stream of traffic. I actually
just came across a video on YouTube that
references our page, and thats awesome to
see. And I even get a pretty steady trickle of
visitors to my personal site from this page
now, so I definitely call that a win.
Steven Lewis
Designer and HTML/CSS Developer
Steven Lewis performed a key role in the planning, development and design of products like designly.com,
webcake.com, and logobro.com. He is a member of Y Combinator S13 class and has created websites, email
campaigns, and blog posts for inbound marketing.
+ Follow Steven Lewis
+ onesecond.designly.com
Culture Code
Dharmesh Shah
Founder/CTO
HubSpot
HubSpot wanted to identify the

traits that would make an employee
successful in their company. What
they ended up with was so much
more valuable than a simple list.
Where did the inspiration for
HubSpots Culture Code come from?
was created first to help describe

the people patterns of success at
HubSpot. The deck addressed the
question: What are the attributes
that make someone more likely to
succeed at HubSpot?
The early version of the Culture

Code deck (written many years ago)
CULTURE CODE
The early version of the Culture Code deck was created first to
help describe the people patterns of success at HubSpot.
In that version of the deck, we identified the

following qualities:
1.
2.
3.
4.
5.
6.
7.
Believes in Inbound Marketing

Analytical
Transparent
Craves Change
Humble
Effective
Thinks Scale

The very first version of the deck took a
couple of weeks. There wasnt too much to
it. We used data from employee surveys and
individual conversations with some folks from
the team to come up with it.
CULTURE CODE
There is no such thing as over-communicating culture.

the Culture Code and how was it received?
Several takeaways:
1. Writing down a Culture Code is a difficult
exercise. It feels awkward. Many people
on the team didnt think it was a good
thing that we were trying to write down
our culture (felt unnatural).
2. It is important to iterate on the
document, as you learn new things and
the context of the company changes, the
Culture Code will need to change. The
Culture Code deck is now on version
17we update it every couple of months.
3. It should reflect not only the culture, as
it exists today, but also the culture that
the company aspires to. In this regard,
the aspirational portions are very useful,

because they help communicate to the
team what kind of company we want to
be me.
4. Its imperative that you keep talking
about cultureeven if its awkward and
even if its annoying for some.
There is no such thing as overcommunicating culture.
Would you consider the Culture Code a
success? Did it meet and/or exceed your goals?
Im biased, but yes, absolutely. It has helped
on many fronts. It has helped with recruiting
not just by attracting candidates, but by
ensuring that people understand the company
and what makes it tick. HubSpots culture is
not perfect for everyoneby writing the culture
down and publicizing it, we make it more likely
CULTURE CODE
It should reflect not only the culture, as it exists today, but also
the culture that the company aspires to.
that people will understand whether they

are a potential fit or not. The PR value of the
Culture Code deck has been a phenomenal
success. The deck has now been viewed over
1.3 million times. As a result, it has helped the
HubSpot brand get increased visibility across
the country and around the world. This has
led to speaking opportunities, interviews
published in books and just as important
caused other companies to write down their
culture too.
Its immensely gratifying to see that companies
are getting value from HubSpots Culture Code
deck and they shape their own companies.
Dharmesh Shah
Founder/CTO, HubSpot
Author of the book Inbound Marketing, Dharmesh specializes in entrepreneurship, software
development, internet marketing, and SEO. He is the founder of HubSpot, a venture-backed software
startup. HubSpot offers the industrys first inbound marketing system for small businesses. The software
is available as a hosted service (SaaS).
+ Follow Dharmesh Shah
+ HubSpot Culture Code SlideShare

DOLLAR SHAVE CLUB
Our Blades are Fing Great

Michael Dubin
Founder/CEO
Dollar Shave Club
With no marketing budget,

but a great sense of humor,
Dollarshaveclub.com is on its way
to becoming the go-to company for
mens bathroom needs.
Where did the inspiration for the
video come from?
I wanted to write something that
captured the frustrations that men
face when buying razors.
Like many men, I threw out my razor

only when I had to because I hated
going to the local drugstore wasting
time looking for the sales clerk to
unlock that razor fortress. I knew
there had to be a better way. We also
wanted to incorporate humor in the
video because I wanted it to be an
essential part of the brand.
OUR BLADES ARE FING GREAT
We gathered so much traffic that our servers crashed.

We didnt have much money to work with
when we were making the video, so I asked
a friend from my improv days to direct it. I
wrote and acted in it. We filmed it in one day
at our old warehouse. And with the kind of
budget we had, which means no marketing
money, releasing the video on YouTube made
the most sense.
the video and how was it received?
It turned out to be the right decision
we garnered so much traffic that our servers
crashed. I must have called every single
programmer to get our servers back up
and running.
It also showed us the power of social media.
It was and remains an important way for us to
communicate with our members.
OUR BLADES ARE FING GREAT
It unexpectedly went viral and has racked up nearly 15M views.

The video definitely exceeded our goal. It
unexpectedly went viral and has racked up
nearly 15M views. But more importantly, it
started the conversation with our members
a conversation we are still having with
them as we expand our offerings to include
Dr. Carvers Easy Shave Butter, One Wipe
Charlies and Dr. Carvers Magnanimous
Post Shave as part of our better bathroom.
We want to be the place that guys go to for
everything they use every day.
Michael Dubin
Founder/CEO, Dollar Shave Club
Chief executive and co-founder of Dollar Shave Club, Michael Dubin wants to shave
the planet. Dubin has used his marketing knowledge, his sense of humor and his dislike
of highly priced razors to create the Dollarshaveclub subscriptionbased service that
provides male grooming products for low prices.
+ Follow Michael Dubin
+ Our Blades Are F-ing Great

The Sophisticated Marketers Guide to LinkedIn

Jason Miller
Senior Content Marketing Manager
LinkedIn Marketing Solutions
LinkedIn Marketing Solutions takes

the advice of think like a publisher
to a whole new level. They created
the all-encompassing guide to
marketing on LinkedIn and achieved
an astounding 21,000% ROI.
The idea for The Sophisticated
Marketers Guide to LinkedIn came
from a jazz CD that I had been
carrying around with me for a while.
The cover art was a mix of illustration

and real photos; it was very
Mad Men-esque and just screamed
sophisticated. That sparked the
idea of the Sophisticated Marketer,
which in my mind is a marketer who
embraces tried and true classic
marketing techniques and mashes
them up with very modern digital and
mobilefirst thinking: a world-class
marketer, if you will. I wanted the
design to borrow from past nostalgia
THE SOPHISTICATED MARKETERS GUIDE TO LINKEDIN
It was very Mad Men-esque and just screamed sophisticated.
while bringing a modern twist to deliver

the all-encompassing guide to everything
a modern marketer needs to know to be
successful on LinkedIn. I think we nailed it.
Can you give me a quick walk-through of the
necessary to create it?
The creation process was this: I drafted
the core of the guide then socialized it
with various teams at LinkedIn including
product marketers, directors, senior execs,
and global leads from around the world to
collect feedback. While that was happening
I had help from an agency who conducted
interviews with thought leaders in the
marketing space; these interviews would be
included between chapters of the guide,
adding both a unique expert perspective
along with third party validation. Once I
received the consolidated feedback, we went
through a final round of edits, combined the
meat of the guide with the thought leader
interviews, and worked with a creative agency
to design this piece of art.
Using LinkedIn to promote the guide along with an email

campaign, the results have been tremendous.
We then repurposed the guide into many

supporting assets including blog posts,
SlideShare decks, infographics, 3 webinars,
and more. Using LinkedIn to promote the
guide along with an email campaign, the
results have been tremendous.
fuel our social and demand generation efforts

for up to an entire quarter. It worked, and it
continues to be one of our top performing
pieces of content to date. The other key
learning opportunity was around taking
this content globally. By involving our team
leads from EMEA, APAC and LATAM early

on, we were able to regionalize this content
for release in several different languages in
markets all across the globe.

There were several key takeaways from
this project. Number one was the focus on
relevance and truly understanding what
content our audience was seeking. Theres
really no more guess work when developing
content of this magnitude. Through a bit
of research using LinkedIns own Trending
Content tool, a bit of keyword research,
listening in social media, and simply asking
our customerswe knew that there was a
need for this piece of content to help answer
the question How can I use LinkedIn for
marketing? The idea was to create this
big rock piece of content to offer useful
guidance to our audiences, and then
repurpose it into smaller pieces that would
Its our number one performing asset and to date has driven
over 4 million dollars in revenue.

The Sophisticated Marketers Guide to
LinkedIn greatly exceeded our goals and
expectations. Its our number one performing
asset and to date has driven over 4 million
dollars in revenue, achieving an astounding
21,000% ROI. The guide is now available
globally in four different languages and we
are updating it quarterly. In addition, we are
launching the second guide in the series in
Fall 2014 and plan to launch several vertical
editions of the guide as well.
Jason Miller
Senior Content Marketing Manager, LinkedIn Marketing Solutions
Jason Miller is the Senior Content Marketing Manager at Linkedin where he leads the global content
marketing and social efforts for LinkedIn Marketing Solutions. Previously he was the Senior Manager,
Social Media Strategy at Marketo. He was responsible for leading the companys content and social
media efforts by increasing engagement, optimizing for lead generation, and ultimately driving revenue.
+ Follow Jason Miller
+ The Sophisticated Marketers Guide to LinkedIn

Content Loop
Emmanuel Lochon
Heading Brand, Advertising and Web
Capgemini Group
Capgemini set out to provide

business decision-makers with
relevant and powerful content
via their LinkedIn profiles and
discovered a new way to let
decision-makers share innovative
content with their teams.
The inspiration came about from a
realization that business decision-
makers are fed with an incredible

amount of content across a number
of channels and devices. Business
and technology leaders may be
interested and can only experience
a selection of this content. This is
how the idea of proposing an added
value service of curated content
platform came to our mind. We are
using our experience working with
business leaders across the world
CONTENT LOOP
Content Loop is about proposing a service to access the most

relevant content from many sources.
to propose a balanced selection of articles

about business and technology content that
leaders value. In a nutshell, Content Loop
is about proposing a service to access the
most relevant content from many sources,
and even more powerful, to deliver the best
content pieces to the discerning business
leaders through their Linkedin profile.
Can you provide a quick walk-through
of the planning/creation process and the
time frame that was necessary for creating
Content Loop?
Once we had the vision in place things
were pretty straight forward from there on.
We put together a core team with LinkedIn,
our content partner and our agencies, and
within only 3 months we had the set up
ready to engage business leaders. We kept
focusing on 4 priorities while designing the
project, building a content-driven microsite,
proposing a unique experience for users
based on LinkedIn member profiling,
facilitating connection between Content
CONTENT LOOP
Business leaders are looking for insights, innovations in

business models and leveraging of technology.
Loop readers and Capgemini Experts and

becoming the first B2B technology brand
leveraging LinkedIn Sponsored Updates to
promote compelling daily stories.
Content that has a clear message, a point of
view, works best. Business leaders are looking
for insights, innovations in business models
and leveraging of technology.Listiclesare
also popular among executives who are often
hard-pressed for time. Business leaders are
looking to share useful content with their
teams, the high number ofsharesthat we see
on our microsite Content Loopis an example

of this very habit. One last takeaway is to
make sure to define and follow clear editorial
guidelines that allow you to warranty the
quality of the content selected and obviously
to serve the association with Capgemini brand.
The number of unique visitors (300,000
users in the first 6 months), shares and time
spent on the microsite are all very impressive.
However for us the success comes from the
feedback we get from the business leaders;
our audience. We have had a large number
of people from ourContent Loopaudience

who have shared that they trust and value
this service from Capgemini and decided to
engage with us on our Linkedin company
page. We are thus partners to these business
leaders, in the technology, business and
outsourcing services that we are offering
within our group umbrella, and with Content
Loop, we enable them to discover content
that can help them with their personal and
organizational growth. This is the real
success for us.
Emmanuel Lochon
Heading Brand, Advertising and Web, Capgemini Group.
Emmanuel Lochen heads brand, advertising and web for Capgemini Group.
He is passionate about digital and technologies.
+ Follow Emmanuel Lochon
+ content-loop.com
LinkedIn members number more than

313+ million professionals.
HubSpot is the worlds leading inbound

marketing and sales platform.
Thats over one-half of the 600 million professionals on the planet.

This represents the largest group anywhere of influential, affluent
and educated people.
Since 2006, HubSpot has been on a mission to make the world

more inbound. Today, over 11,000 customers in more than 70
countries use HubSpots software, services, and support
to transform the way they attract, engage, and delight customers.
Professional Publishing Platform

Our evolution into a professional publishing platform drives
increased engagement on LinkedIn. Compared with other
professional publishers, content on LinkedIn works differently.
The rich data on our platform means we can deliver the most
relevant content to our members.
For more information visit linkedin.com.
HubSpots inbound marketing software, ranked #1 in customer

satisfaction by VentureBeat and G2Crowd, includes social media
publishing and monitoring, blogging, SEO, website content
management, email marketing, marketing automation, and
reporting and analytics, all in one integrated platform. Signals,
HubSpots award-winning sales application, enables sales and
service teams to have more effective conversations with leads,
prospects, and customers.
HubSpot is headquartered in Cambridge, MA with offices in Dublin,
Ireland, and Sydney, Australia, and has been recognized by Inc.,
Forbes, and Deloitte as one of the worlds fastestgrowing companies.
Learn more at hubspot.com.
LinkedIn Corporation 2014


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TABLE OF

Behind the Content

One Second on the Internet

A Dramatic Surprise on a Quiet Square

Our Blades are F-ing Great

The First SlideShare Infomercial

The Sophisticated Marketers Guide to LinkedIn

I Can Has UberKittens

Behind the Content | 2

Get ready to hear the stories Behind the

Behind the Music took storytelling to a

From inspiration to execution and finally

Here at LinkedIn and HubSpot, we thought

We hope you find these stories as informative

Behind the Content | 3

A Dramatic Surprise on a Quiet Square

In order to launch a new high quality

that into We realize that when you

It came from the brands baseline:

Behind the Content | 5

A DRAMATIC SURPRISE ON A QUIET SQUARE

Can you provide a quick walk-through of

Behind the Content | 6

A DRAMATIC SURPRISE ON A QUIET SQUARE

Still today (2 years after launch) the video averages about

What are your key learnings/takeaways from

Behind the Content | 7

A DRAMATIC SURPRISE ON A QUIET SQUARE

It still is the second most shared commercial of all time

What does success look like? Did it meet

than 50 million views worldwide, over 4

still is the second most shared commercial of

+ A Dramatic Surprise on a Quiet Square

To better understand the economic

Where did the inspiration forthe

Behind the Content | 10

Airbnbsguests have an impact on the local

Behind the Content | 11

As Airbnb is designing for mobile first, the Infographic would

Can you provide a quick walk-through of

Behind the Content | 12

A piece of content like this Economic Impact Infographic

What are your key learnings/takeaways from

External Vendor: Copypress, as a partner in

This content piece was not supported

This particular piece of content has reached the goals we

What does success look like? Did it meet

+ Airbnb Economic Impact

Behind the Content | 14

The First SlideShare Infomercial

The crazy sleep schedule of a new

at odd hourssome of it spent

Behind the Content | 16

THE FIRST SLIDESHARE INFOMERCIAL

We took the idea of an infomercial and spun it for a B2B

Can you give me a quick walk-through of the

Behind the Content | 17

THE FIRST SLIDESHARE INFOMERCIAL

It wasnt a one-off piece of content, but a piece of a larger story

What are your key learnings/takeaways

2. Take a risk once in a whileand trust your

THE FIRST SLIDESHARE INFOMERCIAL

4. Have a great collaborator!