In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Jonathan Baldock, an advisor at Social HP with a decade of experience at LinkedIn. Jonathan shares his expertise in developing evergreen marketing channels and discusses strategies to maintain a continuous marketing presence.

Key Takeaways:

• Introduction to Jonathan Baldock (00:01:46)
  • Jonathan’s background at LinkedIn and his current role at Social HP.
  • Growth of LinkedIn from 600 employees to 13,000 and from 80 million members to over 750 million during his tenure.
• What is Evergreen Marketing? (00:05:29)
  • Definition: Evergreen marketing involves maintaining a constant, ongoing marketing channel that never turns off, unlike campaign-based marketing.
  • Comparison to traditional marketing: Focuses on long-term storytelling rather than short-term campaigns.
• Benefits of Evergreen Marketing (00:12:29)
  • Building brand awareness over time.
  • Keeping your brand in front of your audience consistently.
  • Leveraging employees to extend reach, especially on LinkedIn.
• Leveraging Employees for Evergreen Marketing (00:10:51)
  • Utilizing employees’ LinkedIn connections to amplify brand messaging.
  • Example: A company with 50 employees can reach the same audience as a company with 2,000 employees if all employees share updates.
• Content Strategy for Evergreen Marketing (00:12:52)
  • Importance of mixing content: Thought leadership, industry news, and company updates.
  • Ideal content ratio: 3 thought leadership pieces, 2 industry pieces, 1 company update.
• Using Evergreen Marketing to Measure Success (00:15:13)
  • Metrics: Number of engagements, social selling leads, brand reputation, and talent acquisition.
  • Building familiarity with your brand to ease the sales process and improve recruitment.
• Creating Value-Driven Content (00:17:23)
  • Importance of providing value rather than just promoting products.
  • Examples of value-driven content: Industry insights, thought leadership articles.
• Content Reuse Across Channels (00:19:20)
  • Repurposing LinkedIn content for email campaigns to reach a broader audience.
  • Ensuring content is targeted and not overly sales-focused.
• Successful Evergreen Marketing Examples (00:21:31)
  • PepsiCo’s effective storytelling across various platforms.
  • Building brand reputation and engaging employees in advocacy.

Bullet Points of Key Takeaways with Timestamps:

• [00:01:46] Introduction to Jonathan Baldock and his background.
• [00:05:29] Definition and concept of evergreen marketing.
• [00:10:51] Leveraging employees for extended reach on LinkedIn.
• [00:12:52] Ideal content strategy and ratio for evergreen marketing.
• [00:15:13] Metrics to measure success in evergreen marketing.
• [00:17:23] Creating value-driven content to engage your audience.
• [00:19:20] Repurposing LinkedIn content for email campaigns.
• [00:21:31] Example of PepsiCo’s successful evergreen marketing.

Guest Information:

Jonathan Baldock

• Advisor at Social HP
• Connect on LinkedIn: Jonathan Baldock