How to Achieve Face-

Melting Content Marketing

ROI

presents

Jason Miller,

Sr. Content Marketing Manager @JasonMillerCA

@LinkedInMktg

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Empathize with your

prospects and

customers.

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Not more content, more relevant content

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Split into three steps

In business, there are three levels of empathy.

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

1 On-demand

2 Solution

3 Transcendent

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7

WAYS TO CREATE YOUR

BIG ROCK

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1 Create the all-

encompassing guide

to whatever the hell

conversation you

want to own

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2 The “Hugh MacLeod”

Strategy—Write 5

relevant blogs then

roll them all together

Monday Tuesday Wednesday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

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3 Flip your case studies

on their heads—Turn

your bottom funnel case

studies into a collection

of “success stories”

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Repurpose Content

Company Pages Sponsored Updates

(Turn it up to eleven!)

LinkedIn Groups SlideShare

The Sophisticated Marketer’s Guide to LinkedIn

The Big Rock

The Sophisticated Marketer’s Guide to LinkedIn

Podcast

SlideShare

Big Rock repurposed into “Turkey Slices”

eBooks

Blogs

Infographics

The Webinar Physical Book

Take it Global

Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

How Does One Promote the

Big Rock?

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

For those about

to Launch…..

FIRE!

MQL

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Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK

(Gated)

Nurture

No Yes

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MQL

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Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK

(Gated)

Nurture

No Yes

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3 Simple Metrics

Increased

referral traffic Social

Engagement

Higher

quality leads

The Results Out of the Gate

34%

32%

15%

9%

6% 4%

Email

Blog

InMail

Direct/ SEO

Other

Display

AdWords 64% 7%

7%

7%

6%

4%

2% 1%

1%

United States

Netherlands

India

Canada

Australia

UK

Germany

New Zealand

Singapore

France

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18,000% ROI

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How Do You Organize Your

Marketing Team to Deliver

Content Marketing ROI?

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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.”

w

www.welcometothefunnel.com

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Thank You! Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg