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