With Content Marketing World set in the host city of the Rock and Roll Hall of Fame and Museum, it’s not a big leap to bring rock music and content marketing together. Jason Miller, Senior Content Marketing Manager at LinkedIn, does this better than any other content marketer I know.
In this episode of The Pivot, Todd Wheatland sat down with Jason at the LinkedIn offices in San Francisco to discuss LinkedIn, content marketing, rock ‘n’ roll photography, and how having an appetite for learning can be a benefit at every stage of your career.
What may surprise you
With a new book titled, Welcome To The Funnel, it won’t surprise you that Jason loves rock ‘n roll. But there are a few nuggets from Jason’s life that allow for an interesting journey to content marketing and LinkedIn.
- Jason has a passion for rock ‘n’ roll, specifically 1980s metal bands. He will often integrate references of rock into his content. Some references are hidden and intertwined. Others jump right out in the title.
- He had a $1.50 late fee on his library card at the time of college graduation that delayed receiving his diploma.
- Jason interned for Sony Music while in college, and they offered him a job right out of college to do retail marketing in Austin, Texas.
- He dove into concert photography and runs his own blog RockandRollCocktail.com.
- His first rock photography gig was the Mötley Crüe, Poison, and New York Dolls concert tour during the summer of 2011.
By 2008, the music industry had dramatically changed. The MP3 was killing music sales and the Digital Age was officially taking over. While working in Dallas for Sony, Jason got the call that his position was being eliminated in Texas but he was offered a position in San Francisco. This turned out to be something of a perfect storm for Jason. He knew he needed to transition his skills to digital so for two years he went to school in the evenings while working full time for Sony during the day.
In 2009, he found a little tech company, MarketTools, which was looking for a social media marketing manager. With a little bit of rock ‘n’ roll swagger and his newly formed digital marketing smarts, he got the job. From there, he went on to join the ranks as Senior Social Media Manager at Marketo and has now been with LinkedIn since the summer of 2013.
The new hybrid marketer must know how it all works together
Jason’s time at Marketo gave him the opportunity to get his hands into a lot of different areas. The two years he spent working there allowed him to become what he refers to as the new “hybrid marketer.” Be really great at one area of marketing, but understand how all the parts work together as a whole. Operations, PR, demand generation, SEO, social media, and content are individual pieces to a bigger puzzle. The marketing professional that can explain how they are connected will be a more desirable marketer for brands and organizations.
I’m taking a coding class right now, a front-end web development class because I think the next thing in the evolution of this marketer is that you have to understand how the web delivers content, what it’s structured on, how the search engines read this, and how you can style content to match that better. Again, I’m not going to be building websites, but if I can understand how a website is built and how to style my content better to match the technical needs that we’re all being faced with right now, I’ll be a better content marketer.
Listen to Todd’s full interview with Jason Miller here: