How to Achieve Face-Melting Content

Marketing ROI

presents

Jason Miller, Group Manager, Global Content and Social

@JasonMillerCA @LinkedInMktg

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

Face-Melting: The condition in which, due to an extreme exposure to an event of epic Awesomeness, one loses all perception of space and time including (but not

limited to) a brief lapse in physical awareness.

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 #FaceMeltingROI

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 ORGANISATION’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.

 88%

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 ARE  EFFECTIVE AT CONTENT MARKETING OF UK MARKETERS SAY THEIR ORGANISATIONS  

 THIS YEAR COMPARED TO 

 34%

 42% THE PREVIOUS YEAR.

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 OF B2B CONTENT GOES UNUSED.

 60%

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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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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Repurpose content like leftover Turkey

27CompanyPages SponsoredUpdates

(Turn it up to eleven!)LinkedInGroups SlideShare

 Use Turkey Slices to Fuel Your Content Hubs

The Sophisticated Marketer’s Guide to LinkedIn

 The Big Rock

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Take it Global

What Does Success Look Like?

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 UpdatesSlideShareDisplayPPCTwitter

The Always on Strategy For those about to Launch…..

FIRE!

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

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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.

GOING GLOBAL

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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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WHO’S DOING THIS WELLBEST IN CLASS EXAMPLES

BigRock

TurkeySlices

TurkeySlices

ResultsImproves gated content conversion rate: UsingTurkeySlicestodrivetogatedcontentcanimprovelandingpageconversionsbyupto6xIncreases quality traffic to product sites: CTAsfromoneoftheirBigRocksdrove64%ofthetraffictooneofourmajorproductsitesduringthemonthofFeb2016Improves content quality so people consume more: UsingDocalyticswecannowsee57%ofeBookreadersaregettingallthewaytothelastpageoftheeBook

Who’sdoingitwell?

BigRock

TurkeySlice

BringingintheInfluencers

J A S O N M I L L E R

J U S T I N G R AY

MARIA PERGOLINOM AT T H E I N Z

CRAIG ROSENBERG J O N M I L L E R

ResultsCost: $5,500Total Acquired Names (MAL):335Total Acquired Accounts (MAA): 51Total Influenced Names (Invited to look at book in aggregate): 71,975Total Influenced Accounts (Invited to look at book in aggregate): 3,553

Total Engaged Names (SAL- Downloaded the book):18,338Influenced Pipeline:$232,200Sourced Pipeline:$12,500Total Won Pipe:244,700

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Threewaystocreateabigrock1. Keyword Research(FromtheGroundUp)

2. Find a Theme in Existing Content

3. Flip Bottom Funnel Content to Top(TurningCustomerStories/CaseStudiesintoTopofFunnelContent)

The Plan

The only art I’ll ever study is stuff that I can steal from.

- David Bowie

What’s Your Big Rock?

What are Your Turkey Slices?

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 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.

They deliver amazing experiences on tour (Event Marketing)

#INBOUND14

They built a thriving community.

“People want a thrill, people want a spectacle and people love to be entertained.”

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ThankYou!Jason Miller, Group Manager, Content Marketing

@JasonMillerCA@LinkedInMktg