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How to Achieve Face-Melting Content
Marketing ROI
presents
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
www.welcometothefunnel.com
1 of every 3Professionalson the Planet ison LinkedIn
1/3
Jobs
Content7XContent pages receive 7X the page views vs. job pages.
5
The world’s largest professional network
332M+Members WorldwideGrowing at more than two members per second
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
2 4 817
32
55
90
145
200
259
332
Let’sTalkAboutContent…
8
9
Discover
Explore
Select
Advocate 60%
10
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%
Empathize with your prospects and customers.
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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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Repurpose content like leftover Turkey
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CompanyPages SponsoredUpdates(Turn it up to eleven!)
LinkedInGroups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
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3 WAYS TO CREATE YOUR BIG ROCK
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1Create the all-encompassing guide to whatever the hell conversation you want to own
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
Easy Keyword Research
Bulk Auto-SuggestBoth of these tools are excellent for:
• Basic keyword research
• Content brainstorming• Finding phrases to
target for higher rankings
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2The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
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 Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
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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3Flip your case studies on their heads—Turn your bottom funnel case
studies into a collection of “success stories”
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(The Big Rock)Who’sDoingitRight?
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(Twitterw/CustomImage)Who’sDoingitRight?
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(GoingVisual)Who’sDoingitRight?
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Who’sDoingitRight?
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Who’sDoingitRight? (Thought Leadership)
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(The Webinar)Who’sDoingitRight?
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(Sponsored Update)Inbound+Outbound=HeavyMetalThunder
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
TurningYourContentIntoCompellingUpdates
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Content native to the experienceacross all devices via the LinkedIn feed
Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU.
01Calloutyouraudience
02Usetheword“you”
03Explainwhat’sinitforthem
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6
Company Updates Content Best Practice Cheat Sheet
Optimizing Content
• Always ask, “why would my audience read this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but also react to timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience and then refine
Optimizing visuals• Always include an image, presentation, or video• Ensure the thumbnail is relevant for external links
Setupatestofdifferentupdatestoreachdifferentaudiences.
SponsoredUpdate1:TargetedtoCMOs
Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.
[link to white paper landing page with tracking tag 1]
SponsoredUpdate2:TargetedtoMarketingDirectors
NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.
[link to white paper landing page with tracking tag 2]
SponsoredUpdate3:TargetedtoSocialMediaManagers
Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.
[link to white paper landing page with tracking tag 3]
BigRockContent
Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.
UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime.
ButbecarefulNOTtoover-target.
It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.
• Driving Brand Awareness • Generating Quality Leads• Driving Event Registration• Expanding Thought Leadership
Sponsored Updates Achieve Business Goals in 4 Ways
Sponsored Updates Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
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Sponsored Updates:Who’s Doing it Right?
• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”
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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
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Personalize your message and offers to your target audience to boost your performance
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Test and optimize your reach to the right audience with the right message
66%higher CTR
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Sponsored InMails now reach members on mobile where they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile
How do You Know When You Have a Hit on Your Hands?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about to Launch…..
FIRE!
62
MQL
62
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
Nurture
No Yes
The Results Out of the Gate
34%
32%
15%
9%
7%4%
EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%
7%
7%
7%
7%
4%2% 1% 1%
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance
According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook that popularized the study of how new ideas and technologies spread through societies,
early adopters make up 13.5% of the consumers who will adopt an innovation.
65
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18,000% ROI
68
3SimpleMetrics
Increased referral traffic
Social Engagement
Higher quality leads
69
How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
70
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The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen
72
They consistently deliver content that their fans want to consume and share.
73
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.
76
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The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
Accelerate sales by reaching the right people with helpful content throughout the buying process
Share relevant content and campaigns with the world’s professionals
Content & Campaigns
Get to the right people with precision-
focused B2B multi-channel marketing
B2B Marketing
“People want a thrill, people want a spectacle and people love
to be entertained.”
79
ThankYou!Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA@LinkedInMktg