Post on 14-Jan-2017
transcript
Jason Miller, Global Content Marketing Leader
@JasonMillerCA @LinkedInMktg
How to Achieve Face-Melting Content Marketing
ROIAnd Build an Owned Media Empire
presents
ABOUTJASON MILLERGroup Manager,Content Marketing and Social Mediaat LinkedIn
Author ofWelcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11
Rock n Roll Photographer
FOR THE FIRST TIME IN THE HISTORY OF MEDIA
YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE PLACE
61Msenior-levelinfluencers
40Mdecision makers
10.7Mopinion leaders
6.8MC-level execs
22.8MMass Affluent
4.1MIT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1Mmarketers
PROFESSIONALS ENGAGE WITH PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
I think people ought to know that we’re anti-fascist,we’re anti-violence, we’re anti-racist, and we’re pro-
creative.We’re against ignorance.
Joe Strummer
If you don’t like the world, then change it.
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WHEN YOU LEAD CONVERSATIONS THAT MATTER,
YOU GIVE AUDIENCES A REASON TO FOLLOW
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THEY EXPECT THEIR ORGANIZATION'S OF MARKETERS SAY
TO INCREASE IN THE NEXT 12 MONTHS. CONTENT MARKETING BUDGET
66%
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MORE CONTENT IN 2016 SAY THEY WILL PRODUCE
THAN THEY DID IN 2015.
73%
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ARE EFFECTIVE AT CONTENT MARKETING OF MARKETERS SAY THEIR ORGANIZATIONS
THIS YEAR COMPARED TO
30%
38% THE PREVIOUS YEAR.
NOT MORE CONTENT.
MORE RELEVANT CONTENT.
41%
of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand.
RAGE AGAINST IRRELEVANCE….
41%44%
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Repurpose content like leftover Turkey
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WHAT IS THE #1 QUESTION
WHAT CONVERSATION DO YOUWANT TO OWN?
ON YOUR PROSPECTS MINDS?
THE KEYWORDS
Moz.com Moz.com
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The Origin of the Sophisticated Marketer…..Inspiration Can Come From Anywhere
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock – The Debut
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Repurpose, Repurpose, Then Repurpose Some More
WHAT DOES SUCCESS
LOOK LIKE?
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Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
EmailBlogInMailCompany PageSponsored ContentSlideShareDisplayPPCTwitter
The Always on Strategy For those about to Launch…..
FIRE!
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The Results Out of the Gate
4%6%
9%
15%
32%
34%
EmailBlogInMailDirect/SEOOtherDisplayAdWords
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance64%
7%
7%
7%
6%2%
1% 1%
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18,000% ROI
Set up a test of different updates to reach different audiences.
Sponsored Update 1: Targeted to CMOs
These insights can help you drive transformational change to your business.
Sponsored Update 2: Targeted to Marketing Directors
Need to demonstrate the ROI of your marketing efforts? These insights can help.
Sponsored Update 3: Targeted to Social Media Managers
Social media managers: Get the insights you need to drive the engagement you want.
Big Rock Content
Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
Guide’ saw a 100% increase in click through rate (CTR).
The image with the quote saw a 30% lift in CTR versus the image
image versus a human and the human saw +160% CTR and +290% CVR.
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The ROI of Content Marketing
Backing up the Big Rock with Hard Data
ARE DRIVEN BY CONTENT. OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN
FULLY ONE-THIRD OF THOSE MQLS
73%
COME FROM BIG ROCK PIECES LIKE THIS ONE.
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The Sophisticated Marketer’s Guide to Thought LeadershipOvercoming the Sophomore Slump
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The Turkey SlicesThe Sophisticated Marketer’s Guide to Thought Leadership
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The Sophisticated Marketer's Guide to Content MarketingThe Masterpiece
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Audio Book Responsive Design
Exploring New Formats
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Starting a Sophisticated Movement
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v
v
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2013-14 2015 2016-17
GOING GLOBAL
3 Things to Start Doing. Now.
1
2
3
Increase Content Quality (NOT QUANTITY)
Go Evergreen – Always On
Go Long – 1600 Words +
The blog is the social media rug that ties the room together.
The Blogging Food Groups A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin BranSpinachRoast
Raisin BranSpinach
Raisin BranChocolateCake
Monday – Raisin Bran
Tuesday - Spinach
Wednesday: The Roast
Thursday: Tabasco
Friday: Chocolate Cake
5 Relevant Blogs Rolled Up into One Big Rock
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BONUS Chocolate Cake
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The only art I’ll ever study
is stuff that I can steal from.- David Bowie
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WHAT’S YOURBIG ROCK?
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WHAT ARE YOUR
TURKEY SLICES?
The Death of the One Dimensional Marketer
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The Marketing Team of the Future
(As Demonstrated by KISS)
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The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their fans want to consume and share.
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Their PR efforts guide their vision as the hottest band in the world.
Event Marketing: They deliver amazing experiences on tour
#INBOUND14
They built a thriving community.
“People want a thrill, people want a spectacle
and people love to be entertained.”
http://bit.ly/BigRockContent
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Thank You!Jason MillerGroup Manager, Content Marketing@JasonMillerCA@LinkedInMktg