#INBOUND14 Content, Not More But More Relevant Jason Miller Senior Content Marketing Manager, LinkedIn @JasonMillerCA @LinkedInMktg
Transcript
#INBOUND14
Content, Not More But More Relevant
Jason MillerSenior Content Marketing Manager, LinkedIn
@JasonMillerCA @LinkedInMktg
#INBOUND14
#INBOUND14
Discover
Explore
Select
60%Advocate
#INBOUND14
#INBOUND14
It’s up to the marketers to deliver a better experience
#INBOUND14
The key ingredient to a better content experience is
relevance
#INBOUND14
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….
#INBOUND14
Not more content, more relevant content
#INBOUND14
MOVING FROM INFORMATION TO INSIGHT CREATES RELEVANCE
#INBOUND14
Speak to the dog, in the language of the dog, about what’s in the heart of the dog.
— Roy Williams
1
Empathize with your prospects and customers.
#INBOUND14
The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have.
— Geoffrey James, INC
In business, there are three levels of empathy
1 On-demand
2 Solution
3 Transcendent
#INBOUND14
Stake your claim…
1
#INBOUND14
Repurpose content like leftover Turkey
#INBOUND14
Company Pages Sponsored Updates(Turn it up to eleven!)
LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
#INBOUND14
Useful x Enjoyable x Inspired = Innovative ContentANN HANDLEY’S FORMULA
#INBOUND14
3 WAYS TO CREATE YOUR BIG ROCK
#INBOUND14
1Create the all-encompassing guide to whatever the hell conversation you want to own
#INBOUND14
The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare
Big Rock repurposed into “Turkey Slices”
#INBOUND14
eBooks
Blogs
#INBOUND14
Infographics
#INBOUND14
The Webinar Physical Book
#INBOUND14
Take it Global
#INBOUND14
Interested in content marketing on LinkedIn?
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm