LinkedIn Top Voices 2018: Marketing & Social Media

These are the 10 must-know writers and creators explaining everything from brand awareness to SEO best practices.

Every day, over 2 million posts, videos and articles course through the LinkedIn feed, generating tens of thousands of comments every hour — and tens of millions more shares and likes. So, who stood out in 2018 — and who should you be following to stay ahead?

We dug into the data to reveal our 4th annual LinkedIn Top Voices list, uncovering today's must-follow professionals in marketing & social media.

To find standout voices, we use a combination of data and editorial signals. We screen for engagement among professionals sharing in their area of expertise, looking at what kind of conversations — measured by engagement, including comments and re-shares — their original content is creating. We track relative follower growth, too: Are these professionals attracting dedicated fans in their particular sector? Finally, we emphasize quality and diversity; the list should reflect the world we work in.

These members have written about everything from SEO and behavioral marketing to defining the CMO role and customer-centric branding. They are curating what you need to know to stay ahead in the rapidly changing world of marketing.

Here are this year’s 10 #LinkedInTopVoices in marketing & social media.

Allen Gannett | Author & Entrepreneur, Skyword

What he talks about: The founder of a marketing analytics company, Gannett covers topics surrounding entrepreneurship and creativity. Through his video series #AllenAsks, he gleans the latest insights from industry experts, like Yext CMO Jeffrey Rohrs and Morning Brew CEO Alex Lieberman.

Favorite conversation starter: Gannett’s recent excerpt from his book “The Creative Curve: How to Develop the Right Idea at the Right Time” inspired more than 200 writers, designers and other creative professionals to join the conversation about how consumption can enhance creativity.

Trend he’s watching in 2019: “We're starting to see a groundswell of support for deeper scrutiny of tech companies, especially social media,” Gannett says. “Does the government start breaking up companies like Facebook like they did in the telecom industry decades back? Or does the social media market keep consolidating as the issue fades? We're at an inflection point one way or another.”

See more by Allen Gannett.

Neil Patel | Founder, Neil Patel Digital

What he talks about: Over 300,000 LinkedIn members follow Patel for his digital marketing tips, which cover everything from social media to SEO. “I don't keep anything a secret when it comes to the successful strategies I have implemented for my sites and the sites of clients. If something works, I share it,” he says.

Favorite conversation starter: Patel’s video on the value of word-of-mouth marketing received more than 100 comments, with digital marketers around the world debating the pros and cons of online vs. offline marketing tactics.

Most interesting news story of 2018: Google’s decision to enter the Chinese marketplace and go up against Baidu, China’s largest search engine.

See more by Neil Patel.

Shama Hyder | Founder & CEO, Zen Media

What she talks about: As CEO of an online marketing and digital PR company, Hyder focuses on digital marketing and brand awareness. “How do you capture attention? Stay relevant? Attract, engagement and retain today’s consumer? These are the questions I strive to shed light on,” Hyder says.

Favorite conversation starter: Hyder analyzed the importance of relevancy, pointing out that companies continue to chase loyalty and other wrong metrics. Sales managers and marketers responded, supporting Hyde’s point and sharing their opinions on consumer-centric marketing.

Trend she’s watching in 2019: Hyder is studying “influencer marketing and how it continues to evolve as trust in traditional advertising continues to corrode.”

See more by Shama Hyder.

Tom Goodwin | EVP, Head of Innovation, Zenith

What he talks about: Goodwin, who writes about the intersection of marketing, technology and business, is especially intrigued by how technology is changing industries like media and advertising.

Favorite conversation starter: Goodwin asked for recommendations of behavior-changing technology or apps — and received more than 600 comments from marketers, consultants, product managers and other professionals.

Most interesting news story of 2018: The rise of e-scooters since it “crosses so many tech and societal themes of today,” Goodwin says.

See more by Tom Goodwin.

Goldie Chan | Founder, Warm Robots

What she talks about: In addition to covering topics like digital marketing, entrepreneurship and leadership, Chan — with her signature green hair — also specializes in personal branding for C-level executives. 

Favorite conversation starter: Having posted videos for 365 consecutive days on LinkedIn, Chan used her 365th video to summarize her experience of producing daily videos — and to highlight some of the lessons learned along the way. “Consistency is key,” she says in the video.

Memorable milestones: Chan organized and hosted the first-ever LinkedIn Creator Summit at VidCon, the largest video convention in the U.S. Additionally, the Mayor of London's office invited her to “represent the U.S. in the U.K. as part of an inaugural delegation of Women in Tech during 2018's London Tech Week,” Chan says.

See more by Goldie Chan.

Kat Gordon | Founder, The 3% Movement

What she talks about: Gordon, the founder of a movement that unites marketers to showcase the business value of women, focuses on how innovation intersects with diversity and creativity. “I believe we've only seen a fraction of the innovation humans are capable of,” Gordon says.

Favorite conversation starter: Amid several high-profile events that highlighted how society sanctions anger differently for men and women, Gordon penned a powerful piece: “Stop telling women to be confident. Tell them to get angry.” The goal was to inspire others to think about “why we don’t allow people to just present their natural emotional selves,” Gordon says.

Trend she’s watching in 2019: Gordon will have her eye on the Jan. 19 Women’s March to see how potential changes in the midterms will impact female turnout.

See more by Kat Gordon.

Richard Shotton | Head of Behavioural Science, Manning Gottlieb OMD

What he talks about: London-based Shotton writes about how businesses can use findings from psychology to strengthen their marketing efforts at every step, from targeting and creative to customer experience and pricing.

Favorite conversation starter: Perfection shouldn’t be what brands strive for, Schotton argues in his article about the pratfall effect. Commenters jumped in and added their own examples of brands like Volkswagen and Buckley’s Cough Syrup that succeeded in failing.

How he focuses: With two children at home, it’s difficult for Shotton to find distraction-free zones. To help with his focus, he listens to a Bob Dylan song on repeat as a form of white noise.

See more by Richard Shotton.

Kristin Gallucci | Brand & Marketing Strategist, Covet

What she talks about: Gallucci focuses on customer-centric branding in today’s digital age. She also touches on leadership, networking and personal branding.

Favorite conversation starter: A video by Gallucci explains why modern, iterative marketing needs to replace the traditional model. Many B2B marketers agreed in the comments, with Galluci even helping to advise one marketer on a budget strategy.

Favorite book: Mark Manson’s “The Art of Not Giving a F*ck” has helped Galluci take more risks. “I’m learning to embrace and grow from failures. It’s a work in progress,” Gallucci says.

See more by Kristin Gallucci.

Natalie Riso | Content Marketing Strategist, Studio71

What she talks about: In addition to marketing, Riso is passionate about writing about Gen Z, mental health, entrepreneurship and education.

Favorite conversation starter: Amid more people questioning her college degree, Riso shared her take on whether her college degree was worth it (it was) — while acknowledging there are still other options out there, like internships and for-profit organizations. “I went a very traditional route in education, but love being able to talk about alternative forms of education and how the mix of the two is often the most advantageous,” Riso writes.

Trend she’s watching in 2019: “The college debt bubble is going to burst,” Riso says. “Some major companies this year have already started to take a college degree off job requirements, and I am looking forward to seeing if this is going to be a continuing trend in 2019.”

See more by Natalie Riso.

Jill Rowley | Chief Growth Officer, Marketo

What she talks about: Rowley posts regularly about marketing, covering topics including inbound sales and customer success and discussing why it’s time to redefine the CMO role.

Top conversation starter: Rowley’s infographic of the anatomy of marketing operations excellence caught the attention of other industry experts, including the heads of sales operations and marketing automation.

Trend she’s watching in 2019: Rowley has her eye on Saudi Arabia's massive investments in Silicon Valley “and the moral question of whether we should allow their #dirtymoney to be invested in the U.S.,” she says.

See more by Jill Rowley.

You’ve read about the Top Voices in marketing & social media this year. Now, check out the #LinkedInTopVoices in management, retail, startups and more.

Additional reporting by: Ashley Peterson and Missy Chen.

All activity measured took place over a 12-month period, from mid-September 2017 to mid-September 2018, and as with all LinkedIn Lists, we excluded LinkedIn and Microsoft employees from consideration.