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How to Build an Owned Media Empire For Top of Funnel B2B Content Domination
Jason Miller
Global Content Leader LinkedIn @jasonmillerca
Speaker Photo
(2.5 square)
ABOUT JASON MILLER Group Manager, Content Marketing and Social Media at LinkedIn
Author of Welcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11
Rock n Roll Photographer
THE ONLY BAND
THAT MATTERS.
I think people ought to know that were anti-fascist, were anti-violence, were anti-racist, and were pro-creative.
Were against ignorance.
Joe Strummer
If you dont like the world, then change it.
12
WHEN YOU LEAD CONVERSA
TIONS THAT MATTER,
YOU GIVE AUDIENCES A REA
SON TO FOLLOW
14
THEY EXPECT THEIR ORGAN
IZATION'S OF MARKETERS SAY
TO INCREASE IN THE NEXT 1
2 MONTHS. CONTENT MARKETING BUDG
ET
66%
15
MORE CONTENT IN 2016 S
AY THEY WILL PRODUCE
THAN THEY DID IN 2015.
88%
16
ARE EFFECTIVE AT CONTEN
T MARKETING
OF MARKETERS SAY THEIR
ORGANIZATIONS
THIS YEAR COMPARED TO
30%
38% THE PREVIOUS YEAR.
17
OF B2B CONTENT
GOES UNUSED.
60%
NOT MORE CONTENT.
MORE RELEVANT CONT
ENT. Clash flyers
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.
44%
20
TO CREATE A WORLD C
LASS GLOBAL CONTEN
T
ENGINE THAT FUELS DE
MAND GENERATION,
INCREASES BRAND AW
ARENESS,
AND DRIVES THOUGHT L
EADERSHIP.
THE GOAL
INCREASE AWARE
NESS OF MARKETIN
G OPPORTUNITIES
ON LINKEDIN
INCREASE MQLS
DRIVEN BY BIG ROC
K CONTENT
INCREASE REFER
RAL TRAFFIC BY X%
BY Y DATE
INCREASE DIREC
T TRAFFIC BY X% BY
Y DATE
INCREASE BLOG
SUBSCRIBERS BY X%
BY Y DATE
THE OBJECTIVES
CREATE HELPFUL, R
ELEVANT CONTENT
AND DELIVER IT TO
THE RIGHT PERSON
THE STRA
TEGY
AT THE RIGHT TIME
.
What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together,
comprise your strategy?
Seth Godin
THE TACTICS
COMPANY PAGE /
SHOWCASE PAGE U
PDATES
SPONSORED UPDA
TES
BLOGGING
CUSTOMER STORI
ES
EMAIL MARKETING
INMAIL
SLIDESHARE
KEYWORD RESEAR
CH
PPC TWITTER
PODCASTS
NEWSLETTERS
VIDEO
WEBINARS
INFOGRAPHICS
INFLUENCER CONT
ENT
PUBLISHING ON LI
NKEDIN
26
Top of Funnel Essentials The big rock Video
Audio/ podcasts
Visual
The Blog
27
THE TURKEY SLICES
29
WHAT IS THE #1
QUESTION
WHAT CONVERSATION DO YOU WANT TO OWN?
ON YOUR PROSP
ECTS MINDS?
THE KEYWORDS
Moz.com Moz.com
THE KEYWORDS
The Sophisticated Marketers Guide to LinkedIn
The Big Rock The Debut
34
Repurpose, Repurpose, Then Repurpose Some More
One of our evergreen pieces of content, The Sophisticated Marketers Guide of LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads.
k+
36
The Sophisticated Marketers Guide to Thought Leadership Overcoming the Sophomore Slump
37
The Turkey Slices The Sophisticated Marketers Guide to Thought Leadership
38
The Sophisticated Marketer's Guide to Content Marketing The Masterpiece
39
Audio Book Responsive Design
Exploring New Formats
40
Starting a Sophisticated Movement
v
41
v
42
AMPLIFICATION
Social Media Advertising
Native Advertising
Paid Content Discovery Services
PPC
Display / Retargeting
Blogging
Influencer Outreach
PR
SEO
Word of Mouth
Referrals Owned Media
Website / Resource
Center
Mobile Apps
Employee Advocacy
Earned Media Paid Media
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.
RUNNING SPONSORED CONTENT WE SEE
25% increase in Open Rate
95% increase in
CTR
5.32% CTR
75% OR 6.19% CTR
61% OR
2013-14 2015 2016-17
GOING GLOBAL
52
The ROI of Content Marketing
Backing up the Big Rock with Hard Data
ARE DRIVEN BY CONTENT. OF ALL MAR
KETING QUALIFIED LEADS A
T LINKEDIN
FULLY ONE-THIRD OF THOSE
MQLS
73%
COME FROM BIG ROCKS!
53
THE FULL MEAL DEAL
54
VIDEO IS THE WAY FORWAR
D
WATCH VIDEOS ONLINE OF B2B
CUSTOMERS 92%
55
VIDEO IS THE WAY FORWAR
D
43% OF THAT DEM
OGRAPHIC RESEARCHES SE
RVICES
OR PRODUCTS FOR THEIR BU
SINESS THROUGH
ONLINE VIDEOS
56
VIDEO IS THE WAY FORWAR
D
76%
OF MARKETING PROFESSIO
NALS INCLUDE VIDEO
MARKETING AS PART OF TH
EIR OVERALL DIGITAL
STRATEGY
58
59
60
VIDEO: THE RESULTS
EACH VIDEO AVERAGED 3-5K
VIEW
23280 TOTAL VIEWS
61
VIDEO: THE EQUIPMENT
DLSR
TRIPOD
LAPEL MIC
SHOTGUN MIC
LED LIGHTS
EDITING SOFTWARE
62
VIDEO: PRODUCTION
SCRIPT
FRAME RATE
HD LIGHTING
B-ROLL
63
VIDEO: THE LAUNCH
THINK LIKE NETFLIX
MICROSITE + YOUTUBE +
SLIDESHARE + VIMEO
SLICE UP THE TURKEY FOR
THE BLOG
MEASURE SUCCESS - VIDY
ARD
64
VIDEO: RESOURCES
65
66
67
PODCASTS
68
69
70
71
72
73
THE PODCAST
75
Podcasts
588 Highest 1 DAY
Total downloads 1442
Highest 1 WEEK
Total downloads 4700
Highest 1 MONTH
Total downloads
On average podcast listeners engage with each episode 3 times. A radio or tv listener / viewer engages 1 time.
75% of listenership is between the ages of 25-49
1500 Average
Downloads per episode and growing quickly
76
Podcasts
3000 Crossed
Downloads in 1 MONTH
APRIL 2016
4000 Crossed
Downloads in 1 MONTH
JUNE 2016
Listened to in more than. 110
COUNTRIES
77
PODCASTING:
THE EQUIPMENT
ZOOM RECORDER
CONDENSER MIC
HEADPHONES
POP FILTER
XLR CABLES
78
79
80
PODCASTING:
THE PRODUCTION
THE GUESTS
WHAT DO I WANT TO LEARN
/
WHAT DOES MY AUDIENCE
WANT TO LEARN
ENTERTAINING
TAGLINE
81
PODCASTING:
THE LAUNCH
ITUNES, STITCHER,
SOUNDCLOUD, YOUTUBE
ASK FOR REVIEWS,
REWARD THEM
SHARE INTERNALLY
82
PODCASTING:
THE RESOURCES
TODD MANSFIELD
PAUL COLLIGAN
EDISON RESEARCH
THE INTELLIGENT RISK
87
Easter Eggs Have Fun with Your Content
88
89
90
91
The Origin of the Sophisticated Marketer.. Inspiration Can Come From Anywhere
92
93
94
95
WHOS DOING THIS WELL
BEST IN CLASS EXAMPLES
Big Rock
Turkey Slices
Turkey Slices
Results Improves gated content conversion rate: Using Turkey Slices to drive to gated content can improve landing page conversions by up to 6x
Increases quality traffic to product sites: CTAs from one of their Big Rocks drove 64% of the traffic to one of our major product sites during the month of Feb 2016
Improves content quality so people consume more: Using Docalytics we can now see 57% of eBook readers are getting all the way to the last page of the eBook
Whos Doing it Well?
Big Rock
Turkey Slice
Bringing in the Influencers
J A S O N M I L L E R
J U S T I N G R AY
MARIA PERGOLINO M AT T H E I N Z
CRAIG ROSENBERG J O N M I L L E R
104
Results Total Engaged Names (SAL- Downloaded the book): 18,338
Influenced Pipeline: $232,200
Sourced Pipeline: $12,500
Total Won Pipe: 244,700
Cost: $5,500
Total Acquired Names (MAL): 335
Total Acquired Accounts (MAA): 51
Total Influenced Names (Invited to look at book in aggregate): 71,975
Total Influenced Accounts (Invited to look at book in aggregate): 3,553
105
The blog is the social media rug that ties the room together.
THE BLOG Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion
Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion
Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion
Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion
Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Follow the Food Groups
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
RAISIN BRAN
MONDAY
TUESDAY
SPINACH
WEDNESDAY
THE ROAST
THURSDAY
TABASCO
113
FRIDAY
CHOCOLATE
BLOG SUBSCRIBERS
K
MONTHLY UNIQUE VIEWS
K K
116
http://bit.ly/BigRockContent
118
TO THE FRONT OF THE STAGE
DOWN IN FRONT
A STORY FROM THE BACK OF THE CROWD
121
Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg